Website Marketing & SEO Basics


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Website Marketing & SEO Basics

  1. 1. Website Marketing & SEO<br />HOW EFFECTIVE IS YOUR WEBSITE? <br />
  2. 2. About Us<br />Team<br /><ul><li>We’re a team of 20+ located in the Phoenix Metro Area
  3. 3. Founded in 2006
  4. 4. Convergence of Search, Social & Content</li></ul>Me<br /><ul><li>Joined team in 2008
  5. 5. Blogger, Social Media, Link Builder
  6. 6. eBook available in April “Marketing Your Business on Facebook”</li></ul>VERTICAL MEASURES<br />
  7. 7. What is SEO?<br />SEO is….<br />Search Engine Optimization<br />Learning how your site is ranked in search<br />Using that information to market your website better<br />Goal: Increase Targeted Traffic<br />96% of searchers don’t go past the 2nd page!<br />
  8. 8. Anatomy of a Search Engine Results Page<br />SERP<br /><ul><li>In Response to Keyword Query
  9. 9. Organic
  10. 10. Search engine determines placement
  11. 11. Sponsored
  12. 12. Advertisers pay-per-click or per-impression
  13. 13. Local
  14. 14. Search engine determines placement</li></li></ul><li>Anatomy of a Search Engine Results Page<br />ORGANIC<br />LOCAL<br />PAID<br />
  15. 15.
  16. 16. How Are Sites Ranked?<br />Imagine this…<br />“Imagine a librarian enters a huge, empty library filled with empty (but labeled) shelves and sees, on the floor, a huge pile of books which they have to place on the shelves. Now they could just put the books on the shelves in a random order and be done. But then none of the library visitors would be able to find the kinds of books they were looking for. So instead, the librarian looks at each book for clues as to which part of the library they should shelve the book.<br />The book can give the librarian all sorts of clues as to where it needs to be shelved in the library. The picture on the cover; the title of the book; the recommendations on the back of the book; who the recommendations are by; the index of the book; the contents of the book; the introduction of the book; whether the books pages are filled with text or are mostly illustrations etc.<br />A very good bookmaker will know EXACTLY how to produce a book so as to give the librarian the best possible chance of placing the book on the most relevant library shelf where the maximum number of library visitors looking for it will find it.<br />That’s what SEO is.”<br />
  17. 17. Ranking Factors<br />How do you produce a book for the best possible placement?<br />Title<br />Popularity<br />Text<br />Images<br />Etc…<br />Or, ask the Librarian…<br />
  18. 18. Ranking Factors<br />Google:<br />“Google is continuously traversing the web in real time with software programs called crawlers, or “Googlebots”. A crawler visits a page, copies the content and follows the links from that page to the pages linked to it, repeating this process over and over until it has crawled billions of pages on the web.”<br />Relevance<br />Comprehensiveness<br />Freshness<br />Speed<br />
  19. 19. Ranking Factors<br />The most important revolve around relevance:<br />Inbound Links – Quality/Quantity<br />Keywords used in Anchor Text<br />Hyperlinks with anchor text<br />Link Popularity & Topical Relevance<br />Keyword in Title Tag<br />Site Age<br />Keyword in URL Structure<br />Content Diversity<br />Blog, News, Images, Video, Social Media, etc…<br />Internal Linking<br />Keyword Use in Body<br />
  20. 20. Ranking Factors (cont…)<br />
  21. 21. Keywords<br />If keywords are so important, which ones should I use?<br />Research<br />Use Free Tools<br />Google Adwords, SEO Book, Wordstream<br />Look at multiple factors and don’t forget to test!<br />Global Volume, Local Volume, Competitiveness<br />Long Tail Terms<br />Buying Cycle<br />
  22. 22. URL<br />Title tag<br />H1 tag<br />Content<br />Meta Description<br />#9<br />
  23. 23. Onsite Best Practices<br /><ul><li>Usability is Key!
  24. 24. Keywords & Density (in Content)
  25. 25. Use Headings
  26. 26. Site Load Speed
  27. 27. Redirects (301, 302 & 404)
  28. 28. No Flash
  29. 29. No Music
  30. 30. Site Map
  31. 31. Unique
  32. 32. Meta Title
  33. 33. Description</li></li></ul><li>External Factors: Links<br />If links are so important, how do you get them?<br />Internal Links<br />Friends and Family<br />Associations<br />Social Profiles<br /><ul><li>Twitter, LinkedIn, BusinessWeek, etc…</li></ul>Clients/Suppliers<br />Blogs<br />Press Releases/Articles (Pre-Panda Update)<br />Business Directories<br />Images<br />
  34. 34. Without links, search engine bots may never find this page<br />
  35. 35. Trust<br />If trust is so important, how do you become trustworthy?<br />Become an authority: Organizations are just now beginning to understand that, along with products and services, one of their core products is information.<br />If you have a website, understand that you are now a publisher.<br />Provide relevant content that gives solutions to some of the toughest problems your customers are facing.<br />Customers start relying on you for your expertise as you become the trusted solution in your industry.<br />Today’s marketing is now about online content & publishing<br />
  36. 36. Must Have a Corporate Blog<br /><ul><li>Gives you a vehicle to post new content
  37. 37. Allows for internal linking
  38. 38. Keeps the search engines coming back – have 434% more indexed pages*
  39. 39. Have 2X as many backlinks*
  40. 40. Your site gets 55% more traffic*
  41. 41. You have 79% more Twitter followers*</li></ul> *Hubspot<br />
  42. 42. Create Great Content<br />A Blog<br />White Paper Series<br />eBooks     <br />Case Studies<br />Interviews<br />Infographics<br />Online Quizzes<br />Contests<br />eNewsletters<br />Community Forums<br />Podcasts<br />Videos  <br />Webcasts/Webinars<br />
  43. 43. Must Optimize Your Content<br />Content is found through social media and search engines – so optimize it!<br />Web pages, News, Local, Images & Videos<br />Titles & title tags (viewed in results)<br />Description meta tag (viewed in results)<br />Image tags <br />URL structure<br />Page load times<br />
  44. 44.
  45. 45. 8 Steps in the Content Marketing<br />Develop a Content Strategy<br />Perform Keyword & Market Research<br />Create Great Content<br />Optimize Your Content<br />Promote Your Content <br />Distribute Your Content<br />Build Links to Your Content<br />Measure – Rinse & Repeat<br />
  46. 46. Its not just about search engines…<br />Understand who your customer is and where they are online.<br />Develop consistent, relevant content in multiple channels.<br />Allow your ideas spread.<br />People share your ideas, link to your content.<br />Content is found through multiple channels<br />
  47. 47. Have a strong foundation: Website <br />Build up external foundation: Links<br />Become an authority: Content<br />Remember: it’s not all about search engines<br />Conclusion<br />
  48. 48. Content Marketing Workshop<br />8 Critical Steps for Successful Content Marketing<br />A one-day workshop, April 7, 2011 in Phoenix, AZ<br />Each student will leave with:<br /> Free copy of Don’t Break the Chain<br /> Free Copies of 5 How-to-Guides: <br />Facebook, Twitter, Keyword Research, Local Search, & Blogging<br /> Workbook filled with exercises, resources and free tools! <br />Limited Seats Available – Local First AZ members get 50% off!<br />Use code – “LocalFirst”<br />Visit<br />
  49. 49. Thank You!Q & A<br />Facebook<br />LinkedIn Group<br />@VerticalMeasure<br /> Contact:888-476-1881<br /><br />