Quick tips to navigating and avoiding the traps in the search marketing (SEO) battlefield.

1. SEO Mine Sweeper
Quick tips to navigating the search marketing battlefield
SEO - SEM Mine Sweeper Chris Kenney - Coco Design - © 2010

2. Introductions
Who am I?
• Chris Kenney
– CBDO / SEO & SEM Specialist
• Started with Coco in 2006
• 583 sites on the Internet when I built
my first site
• My duties:
– Internet marketing jedi
– Project Management
– Many other hats!
SEO - SEM Mine Sweeper 2 Chris Kenney - Coco Design - © 2010

3. Internet Marketing
The search marketing industry is
constantly moving, changing, shifting,
combining and evolving
Online marketing battles
are fought & won DAILY
One wrong step can have lasting
effects on your ability to market your site
SEO - SEM Mine Sweeper 3 Chris Kenney - Coco Design - © 2010

4. Defined
Search Engine Optimization (SEO)
• Natural / organic
• The art of removing barriers
• Content driven
• 20% on page
• 80% off page
SEO - SEM Mine Sweeper 4 Chris Kenney - Coco Design - © 2010

5. Top two focal points of this
presentation
20%Content & 80% Links
• Updated, relevant content
• Incoming links from highly trafficked web sites with
correlational content
• Surprisingly overlooked by many
SEO - SEM Mine Sweeper 5 Chris Kenney - Coco Design - © 2010

6. Some SEO Traps & Tips
for
20% on page
SEO - SEM Mine Sweeper Chris Kenney - Coco Design - © 2010

7. SEO 20% Trap #1
Overall poor “Design”
SEO - SEM Mine Sweeper 7 Chris Kenney - Coco Design - © 2010

8. SEO 20% Trap #1
Overall poor “Design”
SEO - SEM Mine Sweeper 7 Chris Kenney - Coco Design - © 2010

9. SEO 20% Trap #2
Using Flash to build
your site
• Search Engines can’t read
Flash
• Use HTML with flash
elements
• Or you must use alternative
SEO - SEM Mine Sweeper 8 Chris Kenney - Coco Design - © 2010

10. SEO 20% Trap #3
Not using proper
Meta Tags
• Meta Description
• Meta Title
• Meta Keywords are no longer
used by any of the major SE
SEO - SEM Mine Sweeper 9 Chris Kenney - Coco Design - © 2010

11. SEO 20% Trap #4
Designing content only for search engines
• Design the page tile and description to engage the
user
SEO - SEM Mine Sweeper 10 Chris Kenney - Coco Design - © 2010

12. Meta Title
Good Example:
“Golf Company XYZ | Golf Clubs, Nike Golf Clubs, Nike Drivers and Irons”
Great Example:
“Buy Nike Golf Clubs | Nike Drivers & Irons For Sale | Golf Company XYZ”
SEO - SEM Mine Sweeper 11 Chris Kenney - Coco Design - © 2010

13. Meta Description
Good Example:
“Nike golf clubs, Nike drivers, Nike irons, and Nike golf balls. Golf Company XYZ
offers superior selection of Nike Golf equipment, great service, and quality products.”
Great Example:
“Largest selection of Nike golf club sets, drivers, irons, and Nike golf balls at discount
prices. Get Free Shipping on orders of $50 or more, read product reviews, and the
guaranteed lowest prices!”
SEO - SEM Mine Sweeper 12 Chris Kenney - Coco Design - © 2010

14. SEO Trap #5
Forgetting the put keywords and long tail
keywords in the content
• Four words, 60% is what I hear
• “coco” page one for one day
• Page one
– “national web design”
– “web design Pensacola”
SEO - SEM Mine Sweeper 13 Chris Kenney - Coco Design - © 2010

15. SEO Trap #6
Not updating content regularly
• Write it or get it written
–Blogs
–Articles
–Press releases
SEO - SEM Mine Sweeper 14 Chris Kenney - Coco Design - © 2010

16. Set up a Blog
• Talk about industry
trends
• Become the expert
• Less about sales
and more about
information
SEO - SEM Mine Sweeper 15 Chris Kenney - Coco Design - © 2010

17. SEO Trap #7
Page Rank Sculpting
• Pass rank to internal pages you want to
promote from the home page
• Get more information about this topic
from Matt Cutts recent article:
– http://www.mattcutts.com/blog/
pagerank-sculpting/
SEO - SEM Mine Sweeper 16 Chris Kenney - Coco Design - © 2010

18. Some SEO Traps & Tips
for
80% off page
SEO - SEM Mine Sweeper Chris Kenney - Coco Design - © 2010

19. SEO 80% Trap #1
Not thinking local
• Google Local Business Center is underused
• Map, business info & reviews carry weight
SEO - SEM Mine Sweeper 18 Chris Kenney - Coco Design - © 2010

20. SEO - SEM Mine Sweeper 19 Chris Kenney - Coco Design - © 2010

21. SEO trap #2
You add backlinks to wrong type of sites
• Research high volume,
highly-relevant sites
• Some are under your nose
–The BBB is a great site
SEO - SEM Mine Sweeper 20 Chris Kenney - Coco Design - © 2010

22. 80% Incoming Links
• Stat Sites
• Directories
• Social Bookmarking
• Social Media
• Ezines
• Classifeds
• Q&A sites
SEO - SEM Mine Sweeper 21 Chris Kenney - Coco Design - © 2010

23. Stat Sites
• If you have a brand new site, this is a good
place to start building incoming links
–Complete.com
–Alexa.com
–Statbrain.com
–Aboutus.org
–Cubestat.com
SEO - SEM Mine Sweeper 22 Chris Kenney - Coco Design - © 2010

24. Directories
• Yahoo directory
–Pay Yahoo once then stop
• Dmoz
–gets scraped for a total of
around 20 incoming links
• Business.com
–Consider
• Industry directories
SEO - SEM Mine Sweeper 23 Chris Kenney - Coco Design - © 2010

25. Social Media & Bookmarking
• Linkedin.com
–Include keyword links &
links from Twitter feed
• Facebook
• Flickr
• Myspace
• Delicious
• Digg
SEO - SEM Mine Sweeper 24 Chris Kenney - Coco Design - © 2010

26. Ezine Websites
• Ezinearticles
• Isnare
• Goarticles
• Articlecity
SEO - SEM Mine Sweeper 25 Chris Kenney - Coco Design - © 2010

27. Classifieds & QA Sites
• Classifieds
–Craigslist
• QA sites
–yahoo answers
–yedda
–wikianswers
–wikihow
–wikipedia
–ehow
SEO - SEM Mine Sweeper 26 Chris Kenney - Coco Design - © 2010

28. SEO 80% Trap #3
Not providing good link bait
• Promote content not on
your main site
–Blog
–Social channels
• Youtube
• Flickr
SEO - SEM Mine Sweeper 27 Chris Kenney - Coco Design - © 2010

29. SEO 80% Trap #4
Thinking you can rest
• It is a never-ending, not-stop
battle
• “coco” page one for one day
SEO - SEM Mine Sweeper 28 Chris Kenney - Coco Design - © 2010

30. Remember…
search marketing
is a marathon,
not a sprint
SEO - SEM Mine Sweeper 29 Chris Kenney - Coco Design - © 2010

31. Thankyouverymuch
LinkedIn.com/in/CocoDesign
SlideShare.com/CocoDesign
Facebook.com/CocoDesign
Twitter.com/Chriskenney
chrisk@cocodesign.com
SEO - SEM Mine Sweeper 30 Chris Kenney - Coco Design - © 2010