This document provides an overview of search engine optimization (SEO) strategies in 3 sentences or less: SEO involves optimizing websites and content to increase rankings and visibility in search engine results pages through both on-page techniques like keyword optimization and link building, as well as off-page factors like social media engagement and link acquisition. Key aspects of SEO include identifying target keywords, creating relevant on-page content, building internal and external backlinks, monitoring analytics to find opportunities, and ensuring technical standards for search engine indexing. The goal of SEO is to help search engines understand websites and determine their relevance in order to direct more potential customers from search results to the website.

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?
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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
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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?
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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...
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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
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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
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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?
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