Google Ranking Factors : Live Webinar by Warren Lee

Google Ranking Factors: Live Critique
Speaker: Warren Lee, SEO Manager, Adobe

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Session Abstract

During this session we learn what is SEO and why it is important.
Basic SEO fundamentals and best practices will be reviewed and SEO
strategies, applicable for both B2B and B2C websites, with an
emphasis on how SEO efforts can be amplified by aligning with other
marketing channels such as paid media and social media will also be
explored.

 In this session, you will:

 Understand SEO best practices and essentials
 Learn how to optimize your SEO by integrating your marketing efforts
 View website examples incorporating successful SEO
 Have the opportunity to share your SEO questions & receive real-time
feedback
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

POLL

 Is SEO considered a #1 priority at your company
 A. Yes, very much so. Our exec staff calls out SEO metrics at company
all hands
 B. Some what a priority. Company culture still unsure of the value of
SEO.
 C. Not a company priority.


What is SEO – Why is SEO important

 There are over two billion people
online
 In 2010 alone, more than 226 million
people came online for the first time.
 By 2015, an astounding 2.7 billion
people worldwide will be online.
 That’s about 40% of the world’s
population, which is a lot of potential
customers.
 93% of online experiences begin
with a search engine
 80% of branded searches come from
position 1 organic clicks
 48% of non branded searches come from
position 1 organic clicks * Source Nielsen

Google Search – Organic Results vs Paid Links


Search Optimization Best Practices

“WE DON’T OPTIMIZE FOR GOOGLE, WE OPTIMIZE FOR BEST
PRACTICES”

User
Experience

Conversion SEO

• CONTENT
• LINKING
• SITE ARCHITECTURE
• SOCIAL MEDIA

http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

Ranking Factors

Page Title

First word of Title

Text of internal link

URL name

H1 tag

Text of external link

Body content

First 100 words


SEO is comprehensive, technical, & impacted by MANY signals

*Source RKG

Tools – Use data to refine strategies and share in wins


Strategies – Keywords and content marketing

Top 100 terms: 5.7% of demand
Top 500 terms: 8.9% of demand
Top 1,000 terms: 10.6 of demand
Top 10,000 terms: 18.5% of
demand


Poll

 Is your primary SEO expert at your company..
 A. Also responsible for paid search success
 B. Also responsible for social media success
 C. Working with both paid search and social media
 D. Not involved with either


Strategies – SOCIAL MEDIA + SEO

Search
keywords inform
Social content
strategy

Social Social
conversations conversations
inform keyword drive Search
strategy equity

Search
enhancements
improve Social
ranking


Today, Social Media Promotes SEO Results Across Industries

90%

80%

70%
Pages with one
or more tweets
60%

50%

40%
Pages with one
30%
or more
20% Facebook
10%
Likes/Shares
0%
B2B Insurance Retail Finance

Percentage of top 10 SERP Pages Promoted on Twitter and Facebook

Source BrightEdge Research 2011

Impact of Social on SEO

Keyword
“social analytics”

December (1 week)
- Rank from 28 to 2
- From 7 Tweets

February (3 weeks)
- Rank from 4 to 2
- From 28 Tweets and
6 Facebook Actions

Source: BrightEdge

Search plus Your World – “Behind every query is a community”

Search results display
the author’s image
(when author’s +1
profile is tied to the
website

You can +1 the search
result

Searcher is notified if
people in the Plus
network +1d the page


Google Search plus Your World Checklist (Search &
Social)
Items Action Note
Rel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to
an individual author
Google+ Individual Tie Google+ to rel-author for individual writers or
Accounts bloggers

Google+ Corporate Set up Google+ Corporate account Include meta description and link back to
Account corporate domain

Google Profiles Fill in your Google profiles with relevant information
& links
Google +1 button Enable on your domain

Keywords Consult with product teams for their target keyword Other resources: SEO/SEM keywords, on-site
for the products and categories related to the article search queries, social media sites
Body Text Use keyword in Google Profiles and Google+ posts

Links Use links through social posts on Google+ Link to geo pages whenever possible, instead
of US/Global pages
Social Media Content All content on social channels should be keyword Balancing keywords while staying true to your
optimized , include links and rich media in content voice is critical
whenever possible
Text Fields on Social Leverage all available areas on social profiles to fill
Channels in keyword rich content – bios, about sections,
content descriptions, etc.

Prepared by: AJPR LLC 2010

Internal linking

Keyword/URL Mapping Document Map your subject & keywords
to the targeted search page
Target keywords Target
Keyword Search URL
theme volume

1

Strategies – Cross channel alignment


Paid and Natural Search Alignment

How do changes in paid
search impact SEO & do SEO
changes impact paid search?


Meta Description Optimization Tests

Meta descriptions targeted at different points in the purchase funnel

Awareness

Consideration

Purchase


Example Site – GOOD SEO

 Keywords in front of
title tag and in meta
description (bolding)
 Keywords in URL
 Develop unique
strong content on the
page
 Use keywords in
main header (H1)
 Use keywords in
secondary headers
 Use keywords in
paragraphs across
the page (higher on
the page preferred)
 Use Keywords in link
text (cross-links)

2
1

Key Takeaway’s

 Use data to drive keyword strategy that aligns
with other marketing channels and business
objectives
 Apply SEO best practices within all cross
functional areas early and often
 Top SEO best practices
 CONTENT: Make sure that each page is unique, and contains on page
optimization
 LINKING: Well linked to internally and externally
 ACCESSIBILITY & ARCHITECTURE: Use XML sitemaps, and
robots.txt files

Q&A

QUESTIONS?

FEEL FREE TO FOLLOW UP WITH QUESTION

PERSONAL EMAIL: Warren@seo-cubed.com
TWITTER:SEOCUBED

THANKS!


APPENDIX

http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-
Wins-94-of-Time
http://www.flickr.com/photos/dpstyles/7183763026/

Tools showcased:

Adobe site catalyst
http://www.adobe.com/products/sitecatalyst.html

BrightEdge
http://www.brightedge.com

Link Checker – Checks broken links
https://addons.mozilla.org/en-US/firefox/addon/linkchecker/

Web Developer toolbar – Checks things like H1 tags, meta data, # of links on the page
https://addons.mozilla.org/en-US/firefox/addon/web-developer/?src=search

SEOMoz Tool bar – Nice to quickly measure link authority and social authority of
competitors
http://www.seomoz.org/seo-toolbar

Google Ranking Factors : Live Webinar by Warren Lee

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