The document outlines a presentation on SEO strategies hosted by Point It, a leading search marketing firm, covering various topics such as domain trust and authority, link building, and content dissemination. Key points include the significance of trust and authority in SEO, effective methods for link building, and the importance of continually adapting strategies to stay current in the field. The presentation emphasizes relationship-building with influential bloggers and leveraging social media for content promotion.

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
Keep your eyes on your inbox for an
invitation to our next webinar