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Basics of SEO: Website Promotion is Not Voodoo


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This is a presentation i delivered to the New Orleans Macromedia Users Group on the basics of SEO.

This was designed as a DIY for the core concepts of SEO.

Published in: Self Improvement
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Basics of SEO: Website Promotion is Not Voodoo

  1. 1. Website Promotion Is Not Voodoo Tuesday January 27 th , 2009
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Search Engines </li></ul><ul><li>Your Web Site </li></ul><ul><li>Local Search </li></ul><ul><li>Common Myths </li></ul><ul><li>10 Free Resources </li></ul><ul><li>Site Clinic </li></ul><ul><li>Q&A </li></ul>
  3. 3. The most important thing in business is sincerity… If you can fake that, you’ve got it made. Source: Google Webmaster Guidelines
  4. 4. Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li>Lather, rinse, repeat </li></ul>Source: Google Webmaster Guidelines
  5. 5. The Search Engines
  6. 6. Search Engine Market Share <ul><li>Google: 68.29% </li></ul><ul><li>Yahoo: 19.95% </li></ul><ul><li>Microsoft: 5.89% </li></ul><ul><li>Ask: 4.23% </li></ul>Source: Hitwise, June 2008 (measuring May 2008 search share)
  7. 7. Internet Yellow Pages Market Share <ul><li> 20.2% </li></ul><ul><li> 20% </li></ul><ul><li>Yahoo! Sites: 17.9% </li></ul><ul><li>Google Sites: 15.1% </li></ul><ul><li>Yellow Book: 8.6% </li></ul>Source: comScore, March 2008 (measuring Q4 2007)
  8. 8. Top 50 internet properties <ul><li>Unique Visitors (000) </li></ul><ul><li>Google Sites 143,389 </li></ul><ul><li>Yahoo! Sites 142,925 </li></ul><ul><li>Microsoft Sites 121,257 </li></ul><ul><li>AOL LLC 111,395 </li></ul><ul><li>Fox Interactive 89,424 </li></ul><ul><li>eBay 78,271 </li></ul><ul><li>Wikipedia 59,090 </li></ul><ul><li> 35,594 </li></ul><ul><li>Craigslist 31,489 </li></ul><ul><li> 30,769 </li></ul><ul><li> 26,505 </li></ul><ul><li>ESPN 18,981 </li></ul>Source: comScore, June 2008
  9. 9. How Search Engines Work <ul><li>Crawling </li></ul><ul><ul><li>Scouring the web for new content and links between web sites </li></ul></ul><ul><li>Indexing </li></ul><ul><ul><li>Parsing, normalization, categorization and recording of these data for later use </li></ul></ul><ul><li>Searching </li></ul><ul><ul><li>Presenting data to searchers in response to their queries in relevant and useful way </li></ul></ul>
  10. 10. Deconstructing Search Results
  11. 11. Deconstructing Search Results Local Results Natural Results Paid Results
  12. 12. New Orleans Chiropractic
  13. 13. Your Web Site
  14. 14. Core Concepts <ul><li>Search Engines Only Read Text </li></ul><ul><ul><li>Flash and Images don’t contain text </li></ul></ul><ul><li>Don’t Slow Down The Spiders </li></ul><ul><ul><li>Fast loading sites get indexed faster </li></ul></ul><ul><ul><li>Text links are unambiguous </li></ul></ul><ul><li>Every Page is An Island </li></ul><ul><ul><li>Just because you’ve built it… </li></ul></ul>
  15. 15. Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li>Lather, rinse, repeat </li></ul>Source: Google Webmaster Guidelines
  16. 16. Keyword Selection <ul><li>Don’t Guess, Use Tools </li></ul><ul><ul><li>Keyword Discovery </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Word Tracker </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><li>Google - Free </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  17. 17. Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li>Lather, rinse, repeat </li></ul>Source: Google Webmaster Guidelines
  18. 18. Content – Invisible Content <ul><li>Title Tag </li></ul><ul><ul><li>MOST IMPORTANT TEXT ON PAGE </li></ul></ul><ul><li>Meta Description </li></ul><ul><ul><li>Low ranking value; high marketing value </li></ul></ul><ul><li>Meta Keywords </li></ul><ul><ul><li>Widely ignored; still useful in lesser search engines </li></ul></ul><ul><li>Image Alt Tags </li></ul><ul><ul><li>Most valuable in image search; critical for search in image based navigation </li></ul></ul>
  19. 19. Content – Invisible Content Example Title Tag Meta Description <title> New Orleans Chiropractic | New Orleans Chiropractor - Dr. Gordon DuBois D.C. </title> <meta name=&quot;description&quot; content=&quot; New Orleans Chiropractic - Gordon Dubois specialized in Chiropractic Adjustment and TBM. Let New Orleans Chiropractor Dr. Dubois ease your Back and Neck Pain and help you on the path to wellness. &quot; /> Alt Text
  20. 20. Content – Visible Content <ul><li>Heading Tags </li></ul><ul><ul><li>HTML (the language of the web) was developed by engineers – they think in outline form – the higher the heading level, the more important <h1> being foremost </li></ul></ul><ul><li>Text on Page </li></ul><ul><ul><li>It is possible for a page to rank without saying the phrase for which it ranks but it is definitely harder </li></ul></ul>
  21. 21. Content – Visible Content Example H1 On Page Text
  22. 22. Organic Search Marketing 101 <ul><li>Keyword Selection </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li>Lather, rinse, repeat </li></ul>Source: Google Webmaster Guidelines
  23. 23. Links – How You Get Found! <ul><li>It’s the World-Wide Web </li></ul><ul><ul><li>That web is made up of links </li></ul></ul><ul><li>In the beginning there was no Google – Just Yahoo! and 1000 other directories </li></ul><ul><ul><li>Separated into categories filled with links </li></ul></ul><ul><li>Links are like votes for your site </li></ul><ul><ul><li>I can tell you I’m a great guy, but if you hear it from 100 people you trust you’ll, likely, believe it. </li></ul></ul>
  24. 24. Links Build Credibility & Trust <ul><li>Sincerity is the most important thing… </li></ul><ul><li>In non-competitive categories even low value will do the trick </li></ul><ul><ul><li>Not hip, not sexy, but effective nonetheless </li></ul></ul><ul><li>Lots ‘o links if you know where to look </li></ul><ul><li>Many categories (particularly for state Searches) don’t show maps </li></ul><ul><ul><li>Making top of Organic Search all the more important </li></ul></ul>
  25. 25. San Diego Plastic Surgeons
  26. 26. Alabama Sprinter Dealer
  27. 27. New Orleans Website Promotion
  28. 28. Where do I get links? <ul><li>Business / Civic Organizations </li></ul><ul><ul><li>Chamber, Kiwanis, Trade Associations </li></ul></ul><ul><li>Directories </li></ul><ul><ul><li>Yahoo, DMOZ, BOTW </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Articles and Press Releases </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Bonus! Elder Focused: </li></ul><ul><ul><li> (very new – little data) </li></ul></ul><ul><ul><li>Offer an AARP Discount? </li></ul></ul>
  29. 29. A Relatively Simple Model <ul><li>He/She who has the most relevant content and the greatest number of relevant inbound links… </li></ul><ul><li>WINS! </li></ul>
  30. 30. Local Search
  31. 31. Local Search Defined <ul><li>Location Specific </li></ul><ul><ul><li>Can’t ship a “24 Hour Locksmith” </li></ul></ul><ul><li>Often for goods and services </li></ul><ul><li>Often leads to offline purchase </li></ul><ul><li>Local is different depending on: </li></ul><ul><ul><li>Urgency </li></ul></ul><ul><ul><li>Service type </li></ul></ul><ul><ul><li>Demographics / Geography </li></ul></ul>
  32. 32. Where Is Local Search?
  33. 33. Local Search: How? <ul><li>“ Web References” = Links </li></ul><ul><ul><li>In Local web references = Trust </li></ul></ul><ul><ul><ul><li>Yellow Pages </li></ul></ul></ul><ul><ul><ul><li>Local Directories </li></ul></ul></ul><ul><ul><li>Links aren’t critical – the correlating factors are Name, Address & Phone </li></ul></ul><ul><li>And, some of the most trusted can be bought </li></ul><ul><li>Reviews are votes for your business </li></ul><ul><li>And you don’t even need a web site! </li></ul>
  34. 34. Web References Example
  35. 35. Power of Reviews
  36. 36. Local Listing / Review Sites <ul><li>Yahoo! Local </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Many of the above will allow you to customize your business profile for free or minimal cost. </li></ul>
  37. 37. Common Myths
  38. 38. Common Myths <ul><li>Build it and they will come </li></ul><ul><li>Website Promotion is easy </li></ul><ul><li>Website Promotion is Complicated </li></ul><ul><li>Links from bad sites can hurt you </li></ul><ul><li>SEO is about Meta Tags </li></ul><ul><li>Paying for advertising helps your ranking </li></ul><ul><li>Paid advertising is all you need </li></ul><ul><li>It’s all about content </li></ul><ul><li>You need a website </li></ul><ul><li>Only big companies get top of page </li></ul><ul><li>Web sites cost a lot of money </li></ul><ul><li>Online marketing is expensive </li></ul><ul><li>My customers aren’t online </li></ul>
  39. 39. 10 Free Resources
  40. 40. 10 Free Resources <ul><li>Google: </li></ul><ul><li>Search Based Keyword Tool </li></ul><ul><li>AdWords Keyword Tool </li></ul><ul><li>Google Webmaster Tools </li></ul><ul><li>Google Analytics </li></ul><ul><li>Google Apps for Domains </li></ul><ul><li>Other: </li></ul><ul><li>Keyword Discovery </li></ul><ul><li>Firefox </li></ul><ul><li>SEO Book Tools </li></ul><ul><ul><li>SEO For Firefox </li></ul></ul><ul><li>MarketLeap SEO Tools </li></ul><ul><li>Yahoo! Site Explorer </li></ul><ul><li> / </li></ul>
  41. 41. Site Clinic
  42. 42. Q&A