SEO Techniques: More Than Just the Basics


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This presentation will go over advanced SEO techniques. To learn more than just the basics, check out this presentation.

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SEO Techniques: More Than Just the Basics

  1. 1. Advanced SEO Techniques Presented by Arnie Kuenn [email_address]
  2. 2. A Few Quick Questions (Know your audience) <ul><li>How many of you are not sure what SEO is an acronym for? </li></ul><ul><li>How many of you consider yourself pretty good at SEO? </li></ul><ul><li>How many of you do NOT feel your site is optimized very well for the search engines? </li></ul>
  3. 3. My Background (Know your presenter) <ul><li>Doing Internet marketing for about 12 years </li></ul><ul><li>Formed Vertical Measures about 4 years ago </li></ul><ul><li>Primarily an SEO company, however everything is geared around link building & website promotion </li></ul><ul><li>We have 70+ clients </li></ul><ul><li>About 25% of our business is outsourcing from SEO & Web Development Agencies </li></ul>
  4. 4. What is SEO? <ul><li>SEO is an acronym for &quot;search engine optimization&quot; or &quot;search engine optimizer.&quot; </li></ul><ul><li>Basically you want to be ranked highly in the natural search results, especially Google, since they have 70-80% of the search market </li></ul>
  5. 5. Search Engine Results Page (SERP) Indented Listing Local Listing
  6. 6. Why Invest In Higher Rankings? <ul><li>60% of listings in the #1 position will get a click! </li></ul><ul><li>Natural search results receive 250% more clicks than paid search </li></ul><ul><li>Natural search converts 30% better than paid search </li></ul><ul><li>Clicks are Free!!! </li></ul>
  7. 7. How Does it Work? <ul><li>Magic 3 step formula: </li></ul><ul><ul><li>Create Good, Unique Content </li></ul></ul><ul><ul><li>Optimization each page you want to rank </li></ul></ul><ul><ul><li>Get Quality Inbound Links </li></ul></ul>Bot or Spider
  8. 8. #1 What Makes Good Content? <ul><li>Build pages around your keywords </li></ul><ul><li>Add real value to the web visitor </li></ul><ul><ul><li>Unique </li></ul></ul><ul><ul><li>Informative </li></ul></ul><ul><ul><li>Entertaining </li></ul></ul><ul><li>Who do you link to? </li></ul><ul><ul><li>Good neighbors </li></ul></ul><ul><ul><li>It’s your reputation </li></ul></ul>
  9. 9. #2 What is Proper On-Page Optimization? (in order of importance) <ul><li>Links - internal & external </li></ul><ul><li>Freshness of content & keyword usage </li></ul><ul><li>Title tag </li></ul><ul><li>Alt text </li></ul><ul><li>H1 tag </li></ul><ul><li>Bold & italics of keywords seem to matter but minor </li></ul>
  10. 10. #3 Title tag #2 Content #5 H1 tag #1 Link from Home page #4 Alt text #6 bold Anatomy of a Page
  11. 11. What NOT to do <ul><li>Try to fool the search engines </li></ul><ul><li>Keyword stuffing </li></ul><ul><li>More links than text </li></ul><ul><li>Any content that is not of value to your visitor </li></ul>
  12. 12. #3 The Biggest Factor is Inbound Links <ul><li>The best links: </li></ul><ul><ul><li>From trusted sites </li></ul></ul><ul><ul><li>Have proper anchor text </li></ul></ul><ul><ul><li>Have varied anchor text </li></ul></ul><ul><ul><li>Are from many different domains </li></ul></ul><ul><li>I am not too worried about: </li></ul><ul><ul><li>Relevancy </li></ul></ul><ul><ul><li>Reciprocal </li></ul></ul><ul><ul><li>PageRank </li></ul></ul>
  13. 13. How Do You Get Links? <ul><li>Internal links (from content) </li></ul><ul><li>Friends & family </li></ul><ul><li>Associations </li></ul><ul><li>Social Profiles </li></ul><ul><li>Clients & Suppliers (see next slide) </li></ul><ul><li>Directories (but not thousands of free ones) </li></ul><ul><li>Articles (focus on good article directories) </li></ul><ul><li>Blogs (guest posts or your own blog) </li></ul><ul><li>Blog & Forum participation (signature links) </li></ul><ul><li>Send emails to webmasters asking for a link </li></ul>
  14. 14. Example: Your Clients & Suppliers (the twist here is how you approach them) <ul><li>Ask your clients & suppliers for links! </li></ul><ul><ul><li>Offer company shirts, gift cards, discounts, etc. or even a good old fashion reciprocal link </li></ul></ul><ul><ul><li>Send letters -> via the US mail!! </li></ul></ul><ul><ul><li>Include an offer or request in your invoices </li></ul></ul><ul><ul><li>Use the phone! Set aside some time for a telemarketing campaign </li></ul></ul>
  15. 15. What are Bad Links? <ul><li>Link farms </li></ul><ul><li>Links pages </li></ul><ul><li>Multiple links to same site on same page </li></ul><ul><li>Non-relevant or spammy footer links </li></ul><ul><li>From same pages that have PPC – porn, pills and casinos </li></ul><ul><li>Side bar links do not carry much weight </li></ul>
  16. 16. Advanced Linking Strategies <ul><li>Look at your competition’s backlinks </li></ul><ul><ul><li>SEOMoz Linkscape </li></ul></ul><ul><ul><li>Yahoo Site Exlporer </li></ul></ul><ul><li>Promote your content (is it link worthy?) </li></ul>
  17. 17. Example: Contests & Promotions <ul><li>What makes a good contest? </li></ul><ul><ul><li>A great offer or prize, valuable to the people you want to attract </li></ul></ul><ul><ul><ul><li>Why should they put in the effort to have a chance to win? </li></ul></ul></ul><ul><ul><ul><li>Can you obtain sponsors to help you out? </li></ul></ul></ul><ul><ul><li>Something reasonably innovative, not a “me too” contest </li></ul></ul><ul><ul><ul><li>Avoid something your competitors have already done </li></ul></ul></ul><ul><ul><li>Proper time frame, enough time to enter but not so long they lose interest </li></ul></ul><ul><ul><ul><li>3 days may be too short and in 30 days they may forget about you </li></ul></ul></ul><ul><ul><li>Create a buzz, who will help you promote it and how? </li></ul></ul><ul><ul><ul><li>Your panel of judges, press releases, LinkedIn, Twitter, Facebook, etc. Offer prizes to those who help you promote it. </li></ul></ul></ul>
  18. 18. Small Companies Can Run Contests! <ul><li>Bridal Contest </li></ul><ul><li>Answer 3 questions: </li></ul><ul><ul><li>Your engagement story </li></ul></ul><ul><ul><li>Your wedding day theme plan </li></ul></ul><ul><ul><li>What is special about your wedding that you shall win this free sponsorship? </li></ul></ul><ul><li>Facebook Ad </li></ul><ul><li>Increased followers on Twitter through regular tweets </li></ul>
  19. 19. Big Companies Too! <ul><li>Major hotel chain has us working 6 different promotions </li></ul><ul><ul><li>Attend a Motor Sports event, get a discount </li></ul></ul><ul><ul><li>Visit Disney, get a discount </li></ul></ul><ul><ul><li>Attend LPGA event, get a discount </li></ul></ul><ul><ul><li>Go to a Little League Baseball game, get a discount </li></ul></ul><ul><ul><li>Multi-night stay, get Double Rewards </li></ul></ul><ul><ul><li>Multi-night stay, get $50 Gift Card </li></ul></ul>
  20. 20. Even Link Building Companies! <ul><li>Vertical Measures’ contest </li></ul><ul><li>Boost Your Juice </li></ul><ul><ul><li>$5,000 Grand Prize and $1,000 for 2 nd Place </li></ul></ul><ul><ul><li>Submit video or essay </li></ul></ul><ul><ul><li>2 week duration </li></ul></ul><ul><ul><li>Recruited a panel of judges (who help promote it) </li></ul></ul><ul><ul><li>Offered “socialize prizes” (Rebecca Lieb) </li></ul></ul>
  21. 21. Our Contest Results <ul><li>Over 700 references on Google for “boost your juice” AND “vertical measures” </li></ul><ul><li>Own all 10 results on the 1 st page of Google for “boost your juice” ( branding ) </li></ul><ul><li>Over 600 visitors to just the contest page </li></ul><ul><li>Contest page became a PR3 in 30 days </li></ul><ul><li>Links from more than 30 different sites </li></ul><ul><li>Dozens of new leads for link building services </li></ul>
  22. 22. SEO Video Tutorials <ul><li>If you would like free access to 10 very good SEO Video Tutorials, email me at [email_address] or hand me your business card, just write SEO Video Tutorials on the back. </li></ul>
  23. 23. That’s a Wrap – Questions? My Contact Info: Arnie Kuenn [email_address]