Michael Fleischner presented expert SEO content as part of the LogMyCalls Thursday Marketing Webinar series

1. Powerful SEO Strategies for #1
Google Rankings
Michael Fleischner, Founder, MarketingScoop.com

2. The Use of Search Engines
http://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx

3. Growth of Google Queries
Currently, there are more
than 3 billion searches/day
on Google
http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day

4. Value of Search Engine Traffic

5. Yes, You Can Compete with the Big Guys

6. Good SEO is Easier than It Looks

8. You Have to Get
These Right

9. Before You Get
These Right

10. Keyword Research

11. A Simple Process for Choosing Good Keywords
High Volume
(many searches/month)
Low Competition Ideal Keywords!
(weak sites/pages in the top 10)
High Value
(large % of visitors convert)

12. AdWords: The Best Choice (Most of the Time)
The AdWords Keyword Tool Can Be Found Here: https://adwords.google.com/select/KeywordToolExternal

13. Use Exact Match! Be Careful About Phrase + Broad
Note the much
higher numbers!

14. Analyzing the Top 10 to Determine Difficulty
Strong, popular
sites w/ targeted
titles + content

15. Analyzing the Top 10 to Determine Difficulty
Weaker, lesser
known sites and
non-targeted titles

16. Keyword Difficulty Tool
I use SEOmoz tool to drill down on difficulty: http://pro.seomoz.org/tools/keyword-difficulty/

17. Value of Visits? Use Analytics Data
Good proxies for the value of
traffic from these sources
Via Google Analytics (http://www.google.com/analytics) which is free!

18. A Simple Process for Choosing Good Keywords
High Volume Google AdWords
(many searches/month)
Low Competition
(weak sites/pages in the top 10)
Gut Feel (or KW Difficulty Tool)
High Value Gut Feel (or Analytics Data)
(large % of visitors convert)

19. Link Building

20. Why Links Matter to Search Engines
What You Say What Others Say
About Yourself. < About You.

21. What Matters in a Link?
Editorially given
From a trusted source
Uses descriptive anchor text
Points to the right page
Best primer I’ve found on link dynamics:
http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links

22. What Matters in a Link?
Rel=“Nofollow”
URL
(a tag that indicates search
(the link target)
engines shouldn’t trust/count
this link)
<p><a href=“http://www.marketingscoop.com” rel=“nofollow”>
Marketing Resources Website </a> is a great resource for
those seeking to learn more about online marketing and
search engine optimization.</p>
Surrounding Text
Anchor text
(may provide context on
(tells the engine what
this link is about) the link’s relevance)

23. Manual Link Building
Tactics like discovering the links of competitors, getting listed in directories, resource lists, submitting content,
building profiles, etc. are all in the “manual link building” category (above via http://opensiteexplorer.org and
http://www.majesticseo.com

24. Link Building through Outreach, Networking

25. “Natural” Link Building
Many of these blogs will
use the badge and link to
the list, because it makes
them look good!
The AdAge 150 is a brilliant example of link building through the creation and sharing of a
resource.

26. Link Building Post Penguin
4 main anchor types of an inbound link profile - anchor text distribution ratio:
•Naked URLs
-Examples include: searchenginejournal.com,
http://www.searchenginejournal.com, www.searchenginejournal.com, and
http://searchenginejournal.com.
•Brand Anchors consist of some variation of the brand name of the destination website:
-Examples include Search Engine Journal, SearchEngineJournal, Search engine
journal, and SEJ.
•Brand-keyword hybrid anchors consist of some variation of the brand name of the
destination website mixed with a relevant exact-match or LSI keyword. E
-Examples include: SEO blog Search Engine Journal, Search Blog Search Engine
Journal, and Search Engine Journal, a search blog.
•Universal/junk anchors consist of words that can apply to any destination website, or are
universal in nature, such as “click here,” “visit this website,” and “here.”

27. Link Building & Social Sharing Resources
There are literally infinite numbers of ways to build links – creativity is your only limitation!

28. Social Media & SEO

29. Indirect Impacts of Social on SEO
All these shares lead to
visits, which may lead to
links, comments and
positive user/usage signals
This handy tool can be found at http://sharedcount.com

30. Twitter & Google

31. Result #42

32. Result #13

33. Facebook
Correlation of Social Media-Based Factors
(data via Topsy API & Google Buzz API)
Amazing: Facebook Shares
is our single highest
correlated metric with
higher Google rankings.
But correlation is not causation!

34. Google+

35. Google+
Anyone logged-in
to any Google
service will see
results like these.
Time to get on G+!
http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554

36. LinkedIn

37. Other Networks to Consider
14mm Millions 14mm 6.5mm
2.5mm 500mm 1.5mm 10mm
There are many social networks potentially worthy of participation

38. A Few Specific SEO Questions

39. What Was Panda? Do I Need to Worry About It?
Where’s the beef?
-low ration of original content above the fold
Pages that exist simply to link to other pages…

40. Redundant content
Too many ads
Affiliate links and auto generated content

41. Can Links from Low Quality Sites Hurt Me?

42. What About Local SEO?
•Just over a year-and-a-half ago, Google introduced
Blended Place Search, merging its traditional organic
algorithm with its index of Local businesses from Google
Places.
•We saw the number of "pure" Local results (those
showing traditional "7-pack" formats) go from a
consistent majority to a consistent minority.

43. What About Local SEO?
Normal
Algorithm
Maps
Algorithm
http://www.davidmihm.com/local-search-ranking-factors.shtml

44. How Do I Get These Cool Results!?
That’s my
face!
Rel author tag… http://www.vervesearch.com/blog/seo/how-to-implement-the-relauthor-tag-
a-step-by-step-guide/

45. What About Those Awesome Video Results?!
These are
great for
driving clicks
http://wistia.com/doc/video-seo

46. Tools to Help with Optimization
http://www.google.com/webmasters/

47. Thank You!
Want to get in touch?
@mfleischner on Twitter or by email – mfleischner@marketingscoop.com
RESOURCES: Scoop Marketing Forum, The Marketing Blog

48. Track Your SEO
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49. Next Webinar
 Thursday, Sept. 27 – 2 PM EDT
 Title: Why Your Agency Needs to Walk The Social Media Talk
• Agencies and marketers are selling social but their own efforts are embarrassing
• Good and bad examples
• How to leverage social media for lead gen
• How to impact SEO with social media
• What tactics and tools to use
• Sign up LogMyCalls/webinar
Drew McLellan, Top Dog, McLellan Marketing Group
Drew has worked in advertising for 25+ years and started his own agency in
1995 after a five-year stint at Y&R.
He agency’s blog, Drew’s Marketing Minute, was launched in 2006 and has
been on the AdAge Top 150 from the list’s inception.
Drew has been quoted in Entrepreneur Magazine, New York Times, CNN,
BusinessWeek, and many others. The Wall Street Journal calls him “one of
10 bloggers every entrepreneur should read.”