SlideShare a Scribd company logo
SEO is still evolving
  (if you ask me)




       1
No one           SEO is complex and boring...
   could
   really
explain it to
    me...
 (in a context I
      could
 understand)
                   2
Would you buy a plane ticket if
               you didnt know where you were
Start with                     going?
what you
So I started
Start with
  know:
with where I
 what you
wanted to go
where do
   know:
  and why:
you want
where you
 Start with
to go to go
want and
  what you
 and why
   why
    know

                          33
                           3
SEO is a Marketing function...
       Marketing goals       (analytics)



       SEO: search engine optimization


                  Website


             Marketing plan

ROI
your
                  Brand
SEO
              4
A website is part of your sales funnel ...

 What counts is
 conversions to
 sales, if that’s
 your business
 objective.


 Poorly executed             Find your Target
 SEO may work
Before the
 against                         Market...
 conversions if it
website you
 turns off human
 prospects. a
    need
 marketing
   Have a
    plan
 conversion          Brand       Company
                                            Product or   Marketing...
                                             service       Sales
     Plan

                                     5
SEO:
   Puts your
   website in
 front of your
tarket market
   based on
   how they
  search the
   web using
   keywords

                 6
                 6
I
              Know what makes you different...
                               Your Brand...




  Your
 Brand

because
what you
sell is not
who you
 are..
                                          7
Gives credibility & presence...




How does a
 website
 help me
 market?
To stand out from the competition...

                                         I sell 000s
                                         ..Pick me!
                           I sell 000s
                           ..Pick me!
             I sell 000s
             ..Pick me!
How does a
 website
 help me
 market?


                             9
Lets you share information easily...




How does a
 website
 help me
 market?


                    10
Converts people to my Brand...




How does a
 website
 help me
 market?             ‘A website isn’t doing its job
             until it is bringing clients through the door.
                Its what it was built to do in the first
                                  place’
                  11
Pick me!


                                                    Now find me ...
                                         Pick me!




             Pick me!                                     Pick me!


...Among
the 266                 Pick me!
 million
                                   Pick me!
 other
websites
 on the                                                       Pick me!
internet   Pick me!
                                   12
                                   12
HUH?




       13
Start with specific goals...




                                   Marketing
                                   Director?



Know what     Social Media
               Manager?                        Grafic designer?

 you want
from your
 website         SEO Manager?
                                         Programmer?
 and who
your target
 market is
                             14
Design...




                  You remember a website that didnt
                  work well... long after you remember
  People                  what it looked like...
  ignore
design that
 ignores
 people.
— Frank Chimero


                              15
                              15
Design...
                                         (The 4A’s of user experience (ux))
                   Lead        Share                         Attention
                                           Attractive
                Generation?   Content?                       (Bounce)



                              Customer   Approachable Call to Action
                E-Commerce?
                              Service?   (clear purpose) (CRO / CTR)



 What do I
 What do
  need to
 you want
 consider
   your
when I start?
 website to
   do?
                                  16
Dont waste your
             Prime website real estate...




 Layout:

 How do
 People
navigate a
 website?
             17
‘In order to improve your
                                          website’s ability to convert visitors into
                                                                                                   Design...
                                     qualified leads, we must understand your brand
                                        positioning and the needs of your potential
Multivariate (MVT) experiments
test different versions                                  customers.
of content within a page.them


A/B experiments test involve
testing one page against one or
more alternate pages. Each version                                           It can make the difference
of the page
has its own URL.                                                      between a site that converts at 1% and a
                                                                          site that converts at over 3% ‘


      Layout:
      ...Do you
     know what                                                                   (Click through rate)
       What
      features
       people
      makes
     respond to                        Testing: Multivariate and AB

      people
      most on a
     webpage?
      CLICK

                                                                 18
Design...

                 From a SEO perspective:
You must help
                the perfect webpage has no
  the search       graphics, no javascript
 engines find    code, no tables; it uses no
                    special plug-ins and
   their way      contains a lot of normal,
through your
    Layout:            readable text.
    site and
    How do
  webpages.         Keywords in the first paragraph of
  Search          a page weigh more than keywords in the
                           middle or at the end.
  Engines
  navigate                                    ...this may not be the way
                                    spiders see them...since in the HTML code
 and sort a                        this is just the opposite, the page may not be
 webpage?                                      noticed as keyword-rich.
                                       19
If your site
 is ‘design
optimized’
for people
 & search
 engines
 then you
are ready
for SEO...
               20
Search Engine Optimization...

                                      70% of the people Click on the
                                               first 4 links




Where do
people
Click on
Google?

           Google’s Golden Triangle
                                 21
Search Engine Optimization...

                    Marketing




What counts is
conversions to
sales, if that’s
your business
objective.


Poorly executed
SEO may work
against
conversions if it
turns off human
prospects.                 22
                           22
Search Engine Optimization...

1) ‘Bots’ Help search      1. KEYWORDS: The words used to describe my brand, company and
engines search your        product that people will most likely use to search for them on line. The
web page from top to       more relevant keywords I place strategically in my site & in social media,
bottom.                    the better chance I have of ranking well in the search engines.

2) Algorithms find
                           2. LINKS (internal and inbound): 1. Links in my site linking one page to
keywords & keyword         another. 2. Links on relevant websites where my web address (URL)
phrases and help           appears. These sites are ʻdoorsʼ toward my site making it more noticable
search engines             to the search engines. (ʻAnchor Textʼ in the link: using a max of 3
determine how to           keywords)
prioritize your content
in their search results.   3. INDEXED PAGES: Search engine robots routinely search and
                           catalogue pages in a website, the more pages catalogued the better
      SEO:                 chance of ranking. Internal links and programming quality determine the
                           ease with which the search bots can travel tthrough a site and find pages
 What do I                 to catalog

 need for                  4. GOOD PROGRAMMING (code): Avoid road blogs for search engine
                           robots, optimize internal search factors: Links, tags, titles and text, visible
 Google to                 & invisible

 find me?
KNOW your marketing goals...
               1. CRO (Conversion rate optimization): Analyzing and improving the
               rate at which people perform the desired ʻcall to actionʼ required in my
               website.
               2. CTR (Click through rate): The rate at which people click on links:
               leading to my website from a search engine or other website where my
               address appears or on links inside my site

               3. GOOGLE PAGE RANK: Determines how important my page is to
 Analytics     Google (0 - 10)

  locate       4. SEARCH ENGINE RESULTS PAGE (SERP): Determines my
               placement on a search engine when people search my keywords. (tool:
opportunity    Proxify)

               5. SITE ANALYTICS: Determines the traffic to my site and the navigation
               within it. Filtered results determine keyword popularity & page popularity.
‘Reports are
               6. HEAT MAPS: An application added to your website so you can track
    not        how users navigate your site

 analytics’    8. WEBGRADER: A Hubspot tool that can assess your site and point out
               weak spots.
                                                                                     24
Search Engine Optimization...




 How to
 manage
tasks and            What happened to
resources
                       ‘marketing’ ?

             25
KEYWORDS are the key to everything...




                          SEO

                                TARGET MARKET

                           Social Media


Overview




                     26
Content is King !!...


Most results
come from the
‘long tail’ of
combinations
of keywords.



Keywords:
This is how
  Google
sees them                            Your
                          Competition on line is anyone
                      using your same keywords...they may
                          have nothing to do with your
                                    industry
                 27
Relevancy...




                              Pick
                              me!
      ‘A number 1
 ranking on Google
is great but it won't
 help your business
if it is for the wrong
        keyword’

 Were you looking
  for Bunnies?

                         28
Find the best keywords...

How does
Google assign
relevance to the
word "orange" on
a page?

They determine
orange is related
to the fruit set or
to the color set
by page context.          Keyword Density
                                vs.
How to get               Keyword Placement

started &                   You just left the
  what                keyword density building and
                                                                   4%
                      crossed the street into ‘term              per page
 matters                       weights’.
                                           29
How to create the best content...

                                Analytics + SEO = Content


                               Analytics locate opportunity


                               Analytics draw conclusions


                               Reports do not equal Analytics
Keywords:
 Content                       Use analytics to find the best-
                               performing content (opportunity).
  and
Analytics   Then you can use
              the results to
             decide what to
               write next.
                                      www.conversationmarketing.com
                       30
Off page SEO: 75% important...




                          Link building

Links:                       Directories

Inbound                        Partners

 links                           Blog

                            Video / photo

                             Social media

                           Forums and Wikis
             31
On Page SEO 25% important...




           Internal links help the search engines find more
               pages in your website and index them.
 Links               Keep the doors wide open
Internal
 links




                          32
Programming...




To manage
   your
website you
  need to
understand
   your         Programming goal: Avoid road blocks
 Site map     that prevent the search robots from travelling
                          through your website

                                                         33
Programming...




Learn what
makes up a
website so
you know
  how to
administer
 your site         API

             RSS
             34
Social Media affects SEO...



                           Can you get a
                      domain ranking using just
                     Facebook likes and Tweets?
                               YES

 Social
media is
off page
 SEO


           35
QLICK – Social Media Strategy                                      www.qlick.com.mx




          3Know yourpara liderazgo
            pasos marketing goals if not...
                your SEO will always be out of
    1.        Identifica En donde se desarrolla la conversación
                          context
    2. Involúcrate.
    3. Dirige                     la conversación contestando la pregunta...




   ¿Porque elegir mi marca?
                                            36                                 18

Tuesday, March 29, 2011                                                                 18
QLICK – Social Media Strategy                                      www.qlick.com.mx



                          Katy Ochoa, Director
          3 pasos para liderazgo
                 Qlick: Social Media management,
    1.        IdentificaElectronicas & Portal de
                 Facturas En donde se desarrolla la conversación
                 Proveedores
    2. Involúcrate.                                   For a copy of this
                                                        presentation
    3. Dirige                     la conversación contestando la pregunta...

                          DM us on Twitter: @kqlick
                          Friend us on FB: portalqlick
   ¿Porque elegir mi marca?
                          Email us at: hola@qlick.com.mx

                                            37                                 18

Tuesday, March 29, 2011                                                                 18
QLICK – Social Media Strategy                                      www.qlick.com.mx




          3 pasos para liderazgo
    1. Identifica En donde se desarrolla la conversación
       Search
    2. Involúcrate.
      spiders /
       robots
      ‘Search’
    3. Dirige
   Algorhithms
                                  la conversación contestando la pregunta...

      ‘Sort’


   ¿Porque elegir mi marca?
                                            38
                                                                               18

Tuesday, March 29, 2011                                                                 18
QLICK – Social Media Strategy                                                           www.qlick.com.mx


                                  follow / no follow       link building            link baiting

          3 pasos para liderazgo
                                      (inbound links)



                                    anchor text
                                                           internal links           image links
                                    optimization

    1. Identifica En donde se desarrolla la conversación
                              inbound links / back
                                     links
                                                               BETA                link relevancy



    2. Involúcrate.               long tail keywords    narrow keywords          related keywords


         Links                                          meta tags / meta
    3. Dirige
    Terms to
                                  keyword density
                                                         descriptions
                                                                                 keyword phrases
                                              la conversación contestando la pregunta...
  understand                          keyword
                                                         ppc (pay per click)        CMS (content
                                     competition                                  management system)



   ¿Porque elegir mi marca?        RSS (really simple
                                     syndication *)
                                                           API (aplication
                                                        programming interface)
                                                                                      site map


                                                                                 HTML, Javascript,
                                        H tags                  URL
                                                                                 PHP, ASP.net ect...
                                                                                                   39  18

Tuesday, March 29, 2011                                                                                      18
QLICK – Social Media Strategy                                                  www.qlick.com.mx

                                  No clear call to action      Targeting the wrong keyword

          3 pasos para liderazgo      No social proof              Ignoring the title tag

                                      Too much stuff          Flash with out HTML alternative
    1. Identifica En donde se desarrolla la conversación
                                       Lack of logic               Javascript in menus

        Top 10
    2. Involúcrate.
    mistakes
                                  Copy is difficult to read
                                                                 Lack of consistancy and
                                                                      maintenance
                                                                Concentrating too much on
     2011:
        Links                       No visitor capture
    3. Dirige                                                          meta tags
                                        la conversación contestando la pregunta...
                                        No headline                  Ignoring the URL
        Design
                                          No Flow                  Back link spamming
          &
   ¿Porque elegir mi marca?
     SEO                                No testing              Lack keywords in content


                                    No mobile version         Using only images for headings
                                                                                            40
                                                                                             18

Tuesday, March 29, 2011                                                                             18
QLICK – Social Media Strategy                                       www.qlick.com.mx




          3 pasos para liderazgo
    1. Identifica En donde se desarrolla la conversación
    2. Involúcrate.
    3. Dirige                     la conversación contestando la pregunta...




   ¿Porque elegir mi marca?
                                      Google: Website Speed is a Ranking Parameter
                                            41                                18

Tuesday, March 29, 2011                                                                  18
QLICK – Social Media Strategy                                      www.qlick.com.mx




          3 pasos para liderazgo
    1. Identifica En donde se desarrolla la conversación
     Check your Sites Google PAGE RANK: www.prchecker.info
    2. Involúcrate.
    3. Dirige                     la conversación contestando la pregunta...




   ¿Porque elegir mi marca?
                                            42                                 18

Tuesday, March 29, 2011                                                                 18

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Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

  • 1. SEO is still evolving (if you ask me) 1
  • 2. No one SEO is complex and boring... could really explain it to me... (in a context I could understand) 2
  • 3. Would you buy a plane ticket if you didnt know where you were Start with going? what you So I started Start with know: with where I what you wanted to go where do know: and why: you want where you Start with to go to go want and what you and why why know 33 3
  • 4. SEO is a Marketing function... Marketing goals (analytics) SEO: search engine optimization Website Marketing plan ROI your Brand SEO 4
  • 5. A website is part of your sales funnel ... What counts is conversions to sales, if that’s your business objective. Poorly executed Find your Target SEO may work Before the against Market... conversions if it website you turns off human prospects. a need marketing Have a plan conversion Brand Company Product or Marketing... service Sales Plan 5
  • 6. SEO: Puts your website in front of your tarket market based on how they search the web using keywords 6 6
  • 7. I Know what makes you different... Your Brand... Your Brand because what you sell is not who you are.. 7
  • 8. Gives credibility & presence... How does a website help me market?
  • 9. To stand out from the competition... I sell 000s ..Pick me! I sell 000s ..Pick me! I sell 000s ..Pick me! How does a website help me market? 9
  • 10. Lets you share information easily... How does a website help me market? 10
  • 11. Converts people to my Brand... How does a website help me market? ‘A website isn’t doing its job until it is bringing clients through the door. Its what it was built to do in the first place’ 11
  • 12. Pick me! Now find me ... Pick me! Pick me! Pick me! ...Among the 266 Pick me! million Pick me! other websites on the Pick me! internet Pick me! 12 12
  • 13. HUH? 13
  • 14. Start with specific goals... Marketing Director? Know what Social Media Manager? Grafic designer? you want from your website SEO Manager? Programmer? and who your target market is 14
  • 15. Design... You remember a website that didnt work well... long after you remember People what it looked like... ignore design that ignores people. — Frank Chimero 15 15
  • 16. Design... (The 4A’s of user experience (ux)) Lead Share Attention Attractive Generation? Content? (Bounce) Customer Approachable Call to Action E-Commerce? Service? (clear purpose) (CRO / CTR) What do I What do need to you want consider your when I start? website to do? 16
  • 17. Dont waste your Prime website real estate... Layout: How do People navigate a website? 17
  • 18. ‘In order to improve your website’s ability to convert visitors into Design... qualified leads, we must understand your brand positioning and the needs of your potential Multivariate (MVT) experiments test different versions customers. of content within a page.them A/B experiments test involve testing one page against one or more alternate pages. Each version It can make the difference of the page has its own URL. between a site that converts at 1% and a site that converts at over 3% ‘ Layout: ...Do you know what (Click through rate) What features people makes respond to Testing: Multivariate and AB people most on a webpage? CLICK 18
  • 19. Design... From a SEO perspective: You must help the perfect webpage has no the search graphics, no javascript engines find code, no tables; it uses no special plug-ins and their way contains a lot of normal, through your Layout: readable text. site and How do webpages. Keywords in the first paragraph of Search a page weigh more than keywords in the middle or at the end. Engines navigate ...this may not be the way spiders see them...since in the HTML code and sort a this is just the opposite, the page may not be webpage? noticed as keyword-rich. 19
  • 20. If your site is ‘design optimized’ for people & search engines then you are ready for SEO... 20
  • 21. Search Engine Optimization... 70% of the people Click on the first 4 links Where do people Click on Google? Google’s Golden Triangle 21
  • 22. Search Engine Optimization... Marketing What counts is conversions to sales, if that’s your business objective. Poorly executed SEO may work against conversions if it turns off human prospects. 22 22
  • 23. Search Engine Optimization... 1) ‘Bots’ Help search 1. KEYWORDS: The words used to describe my brand, company and engines search your product that people will most likely use to search for them on line. The web page from top to more relevant keywords I place strategically in my site & in social media, bottom. the better chance I have of ranking well in the search engines. 2) Algorithms find 2. LINKS (internal and inbound): 1. Links in my site linking one page to keywords & keyword another. 2. Links on relevant websites where my web address (URL) phrases and help appears. These sites are ʻdoorsʼ toward my site making it more noticable search engines to the search engines. (ʻAnchor Textʼ in the link: using a max of 3 determine how to keywords) prioritize your content in their search results. 3. INDEXED PAGES: Search engine robots routinely search and catalogue pages in a website, the more pages catalogued the better SEO: chance of ranking. Internal links and programming quality determine the ease with which the search bots can travel tthrough a site and find pages What do I to catalog need for 4. GOOD PROGRAMMING (code): Avoid road blogs for search engine robots, optimize internal search factors: Links, tags, titles and text, visible Google to & invisible find me?
  • 24. KNOW your marketing goals... 1. CRO (Conversion rate optimization): Analyzing and improving the rate at which people perform the desired ʻcall to actionʼ required in my website. 2. CTR (Click through rate): The rate at which people click on links: leading to my website from a search engine or other website where my address appears or on links inside my site 3. GOOGLE PAGE RANK: Determines how important my page is to Analytics Google (0 - 10) locate 4. SEARCH ENGINE RESULTS PAGE (SERP): Determines my placement on a search engine when people search my keywords. (tool: opportunity Proxify) 5. SITE ANALYTICS: Determines the traffic to my site and the navigation within it. Filtered results determine keyword popularity & page popularity. ‘Reports are 6. HEAT MAPS: An application added to your website so you can track not how users navigate your site analytics’ 8. WEBGRADER: A Hubspot tool that can assess your site and point out weak spots. 24
  • 25. Search Engine Optimization... How to manage tasks and What happened to resources ‘marketing’ ? 25
  • 26. KEYWORDS are the key to everything... SEO TARGET MARKET Social Media Overview 26
  • 27. Content is King !!... Most results come from the ‘long tail’ of combinations of keywords. Keywords: This is how Google sees them Your Competition on line is anyone using your same keywords...they may have nothing to do with your industry 27
  • 28. Relevancy... Pick me! ‘A number 1 ranking on Google is great but it won't help your business if it is for the wrong keyword’ Were you looking for Bunnies? 28
  • 29. Find the best keywords... How does Google assign relevance to the word "orange" on a page? They determine orange is related to the fruit set or to the color set by page context. Keyword Density vs. How to get Keyword Placement started & You just left the what keyword density building and 4% crossed the street into ‘term per page matters weights’. 29
  • 30. How to create the best content... Analytics + SEO = Content Analytics locate opportunity Analytics draw conclusions Reports do not equal Analytics Keywords: Content Use analytics to find the best- performing content (opportunity). and Analytics Then you can use the results to decide what to write next. www.conversationmarketing.com 30
  • 31. Off page SEO: 75% important... Link building Links: Directories Inbound Partners links Blog Video / photo Social media Forums and Wikis 31
  • 32. On Page SEO 25% important... Internal links help the search engines find more pages in your website and index them. Links Keep the doors wide open Internal links 32
  • 33. Programming... To manage your website you need to understand your Programming goal: Avoid road blocks Site map that prevent the search robots from travelling through your website 33
  • 34. Programming... Learn what makes up a website so you know how to administer your site API RSS 34
  • 35. Social Media affects SEO... Can you get a domain ranking using just Facebook likes and Tweets? YES Social media is off page SEO 35
  • 36. QLICK – Social Media Strategy www.qlick.com.mx 3Know yourpara liderazgo pasos marketing goals if not... your SEO will always be out of 1. Identifica En donde se desarrolla la conversación context 2. Involúcrate. 3. Dirige la conversación contestando la pregunta... ¿Porque elegir mi marca? 36 18 Tuesday, March 29, 2011 18
  • 37. QLICK – Social Media Strategy www.qlick.com.mx Katy Ochoa, Director 3 pasos para liderazgo Qlick: Social Media management, 1. IdentificaElectronicas & Portal de Facturas En donde se desarrolla la conversación Proveedores 2. Involúcrate. For a copy of this presentation 3. Dirige la conversación contestando la pregunta... DM us on Twitter: @kqlick Friend us on FB: portalqlick ¿Porque elegir mi marca? Email us at: hola@qlick.com.mx 37 18 Tuesday, March 29, 2011 18
  • 38. QLICK – Social Media Strategy www.qlick.com.mx 3 pasos para liderazgo 1. Identifica En donde se desarrolla la conversación Search 2. Involúcrate. spiders / robots ‘Search’ 3. Dirige Algorhithms la conversación contestando la pregunta... ‘Sort’ ¿Porque elegir mi marca? 38 18 Tuesday, March 29, 2011 18
  • 39. QLICK – Social Media Strategy www.qlick.com.mx follow / no follow link building link baiting 3 pasos para liderazgo (inbound links) anchor text internal links image links optimization 1. Identifica En donde se desarrolla la conversación inbound links / back links BETA link relevancy 2. Involúcrate. long tail keywords narrow keywords related keywords Links meta tags / meta 3. Dirige Terms to keyword density descriptions keyword phrases la conversación contestando la pregunta... understand keyword ppc (pay per click) CMS (content competition management system) ¿Porque elegir mi marca? RSS (really simple syndication *) API (aplication programming interface) site map HTML, Javascript, H tags URL PHP, ASP.net ect... 39 18 Tuesday, March 29, 2011 18
  • 40. QLICK – Social Media Strategy www.qlick.com.mx No clear call to action Targeting the wrong keyword 3 pasos para liderazgo No social proof Ignoring the title tag Too much stuff Flash with out HTML alternative 1. Identifica En donde se desarrolla la conversación Lack of logic Javascript in menus Top 10 2. Involúcrate. mistakes Copy is difficult to read Lack of consistancy and maintenance Concentrating too much on 2011: Links No visitor capture 3. Dirige meta tags la conversación contestando la pregunta... No headline Ignoring the URL Design No Flow Back link spamming & ¿Porque elegir mi marca? SEO No testing Lack keywords in content No mobile version Using only images for headings 40 18 Tuesday, March 29, 2011 18
  • 41. QLICK – Social Media Strategy www.qlick.com.mx 3 pasos para liderazgo 1. Identifica En donde se desarrolla la conversación 2. Involúcrate. 3. Dirige la conversación contestando la pregunta... ¿Porque elegir mi marca? Google: Website Speed is a Ranking Parameter 41 18 Tuesday, March 29, 2011 18
  • 42. QLICK – Social Media Strategy www.qlick.com.mx 3 pasos para liderazgo 1. Identifica En donde se desarrolla la conversación Check your Sites Google PAGE RANK: www.prchecker.info 2. Involúcrate. 3. Dirige la conversación contestando la pregunta... ¿Porque elegir mi marca? 42 18 Tuesday, March 29, 2011 18