http://www.pointit.com - This presentation covers SEO 201. You'll learn about domain trust & authority, content dissemination, analysis & revisions, and how to future-proof your tactics.

1. SEO 201 – The Goods
Frank Coyle – President
Margery Spears – Sr. SEO Client Manager
August 19, 2009

2. About Point It
Presentation Agenda
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• 12 team members, 40+ yrs
of SEM experience
• Servicing clients across all
verticals and revenue
models

3. PresentationBasics
After the Agenda
• You’ve:
• Researched high-volume, low-
competitor keywords
• Added keywords to your titles, URLs,
body content, ALT text
• Removed barriers to spider crawling
• Now what?

4. Agenda
Presentation Agenda
• Domain Trust & Authority
• Content Dissemination
• Analysis & Revisions
• Future-proofing Your Tactics
• Selected Resources
• Q&A

5. 3 Most Important Factors
Everything Else 1) Trust/Authority of
Domain
33% 2) Link Popularity of
Page
3) Anchor Text of
External Links
67%
*Data Courtesy SEOMoz.org
Slide 5

6. Links from Trusted Sources
Slide 6

7. Trust: Link Diversity
• Number/variety of unaffiliated linking
domains
Site B
Site B
Site B
Site A Site C
Slide 7

8. Monitor Link Diversity
• Monitor the diversity:
- SEOTools free Link Harvester tool
- Advanced search operators

9. Keywords in Inbound Links
• Use anchor text with keywords:
Slide 9

10. Trust: Directories
• Submit in your category
– DMOZ.org
– Yahoo Directory (dir.yahoo.com)
– Wikipedia.org
– Best of the Web (BOTW.org)
Slide 10

11. Trust: Authoritative Sources
• Know the websites & people who are
authorities in your area
Slide 11

12. Creative Linking
• Widgets
Slide 12

13. Badges
• Badges
Slide 13

14. Best Link-Building Method
• Create great, linkable, sharable content
– Write interesting, clickable titles
– Disseminate the content through the web
Slide 14

15. Social Media is STILL Hot
• Digg that content
• Endless resources
– Propeller
– StumbleUpon
– Photo sharing sites
Slide 15

16. Content Hunger
• Article Submission Sites
Slide 16

17. Content Dissemination
• Optimized Press Releases
– Prices from free to $350 and up
– Tracking and statistics
– SEO friendly
Slide 17

18. It’s STILL Who You Know
• Influential bloggers
– Cultivate ongoing relationships
– Support their efforts
Slide 18

19. Advertising
• Paid subscriptions in your vertical
• Business profiles
• Review sites
Slide 19

20. Go Viral
• Know your audience
• Soft peddle
• Doesn’t have to cost $
Slide 20

21. New Ways to Go Viral
Retweeting
• Calls to action
• Ask for retweeting
• Timing
Slide 21

22. Opportunity Knocks
• JK’s Wedding
Entrance Video
• Chris Brown’s song “Forever”
• Links to JK’s website and a donation page for
a charity
Slide 22

23. Analysis: Bounce Rate
• Referring sites
• Keywords
• Top entry pages
Slide 23

24. Conversion-driving Keywords
• Ranking #1 for keywords that have a
negligible conversion rate is wasted effort
• Know which keywords convert best
• Know which pages convert best and
promote them
Slide 24

25. Testing
• A/B & multivariate testing
•
• Titles and metadescriptions
Slide 25

26. Iterate
Test
Improve Measure
Succeed
Slide 26

27. Future-proofing Your Tactics
• Blogs
– SEOmoz.org
– MattCutts.com
– SEObytheSea.com
• Follow SEO Experts on Twitter
• Webinars
• Conferences
• Networking
Slide 27

28. Avoid Stagnation
• Study patent applications
• Keep abreast of trends
• Don’t believe everything you hear
• Test, iterate, test again
Slide 28

29. Resources
• Domain trust: www.seomoz.org/blog/whiteboard-
friday-domain-trust-authority
• Web metrics:
www.kaushik.net/avinash
• Point It blog:
www.pointit.com/blog/
Slide 29

30. PresentationA
Q & Agenda
frankc@pointit.com
margerys@pointit.com
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