Search Engine Optimization Best Practices by Leslie Carruthers - The Search Guru


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Leslie Carruthers discusses best practices in Search Engine Optimization on March 17th with Brad Kleinman of WorkSmart eMarketing

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  • Search Engine Optimization Best Practices by Leslie Carruthers - The Search Guru

    1. 1. Search Engine Optimization Best Practices March 17, 2009 Presented by Leslie Carruthers President of The Search Guru
    2. 2. The Search Guru: Our Philosophy and Approach <ul><li>Vision: To help people grow their businesses, be successful and make a difference. </li></ul><ul><li>Mission </li></ul><ul><ul><li>Best practices </li></ul></ul><ul><ul><li>Websites = highly productive sales channels </li></ul></ul><ul><ul><li>Improved visibility, traffic and market share </li></ul></ul><ul><ul><li>Enhanced professional image and respect </li></ul></ul><ul><li>Understanding your business </li></ul>
    3. 3. The Search Guru <ul><li>Partial Client List: </li></ul>
    4. 4. What is possible for your business: <ul><li> conversion rates doubled in a key product category through copywriting over baseline data </li></ul><ul><li>ROI of 269% produced via natural/organic search campaign </li></ul><ul><li>81% increase in total monthly visitors over baseline data </li></ul><ul><li>72% increase in monthly search engine referrals over baseline data </li></ul><ul><li>1600% increase in visibility over baseline data </li></ul><ul><li>153% increase in inbound links over baseline data </li></ul>
    5. 5. Bottom Line: How often does your website enable a profitable interaction? <ul><li>get people to call, or </li></ul><ul><li>send an email, or </li></ul><ul><li>request a quote/proposal. </li></ul>
    6. 6. Is your website working for you? <ul><li>Success factors for online marketing: </li></ul><ul><ul><li>more traffic and </li></ul></ul><ul><ul><li>higher conversion. </li></ul></ul><ul><li>Success metrics for websites: </li></ul><ul><ul><li>making money and </li></ul></ul><ul><ul><li>saving money. </li></ul></ul>
    7. 7. What is important for websites now? <ul><li>It is all about visibility and how to be found. </li></ul><ul><ul><li>Search engines will control national and global marketing access. </li></ul></ul><ul><ul><li>Products and services will mainly be exposed by our websites. </li></ul></ul><ul><li>Not on the first few pages? Then no one will find you. </li></ul>
    8. 8. Leaving sales on the table… <ul><li>Each time a search is performed in a major engine there are two possible outcomes: </li></ul><ul><li>The searcher finds you or </li></ul><ul><li>the searcher finds your competitor . </li></ul><ul><li>13.5 billion searches were performed in the US alone in January ‘09. </li></ul>
    10. 10. <ul><li>Spidering Search Engines </li></ul>
    11. 11. Services: <ul><li>Search Engine Optimization (SEO) - Natural / Organic </li></ul>Paid Listings Organic Listings
    12. 12. How do we “optimize” pages for search engine spiders? <ul><li>Search engine optimization is merely making your site accessible to both search engines and your customers. </li></ul>
    13. 13. Seeing the error of your developer’s ways: how to bake SEO into your site’s structure <ul><li>Many developers don’t understand how search engines work and may have inadvertently made it more difficult for search engines to understand your site. </li></ul><ul><li>Reversing this through search engine optimization on the site will be beneficial. </li></ul>
    14. 14. Ethical SEO – Best Practices <ul><li>Making changes that make your site easier to navigate and understand is not cheating. Search engines want you to make your site easier to use. </li></ul><ul><li>They don’t want you to try to game the system simply so you can get more (and unrelated) traffic – but that’s not what ethical SEO practices do. </li></ul>
    15. 15. WHY DO YOU NEED SEO?
    16. 16. People are increasingly looking for products and services online; huge amounts of traffic go through the search engines. <ul><li>80% or more traffic on the web goes through a search engine. If you are not there, you are missing out. </li></ul><ul><li>Search engines have trumped printed yellow pages for searchers looking for local info online </li></ul>
    17. 17. Consumer view - search engine = internet <ul><li>Many people who use the web think that search engines contain all of the internet. If you are not on the search engines, they assume you do not exist. </li></ul><ul><li>Beyond this, many people feel that search engines rank by quality. The higher you rank, the higher they perceive your quality to be – and the more likely that they’ll feel comfortable purchasing products and services from your site. </li></ul>
    18. 18. Basic part of doing business online <ul><li>Search engine optimization is no longer a side source of traffic. It is the biggest source of traffic. </li></ul><ul><li>Plus, your competitors are doing it! </li></ul>
    19. 19. HOW CAN SEO HELP YOUR BUSINESS? <ul><li>Drives targeted traffic to your site/qualifies potential customers </li></ul><ul><li>Boosts conversions/ sales </li></ul><ul><li>Low cost </li></ul><ul><li>Branding </li></ul>
    21. 21. Keyphrase research <ul><li>What is keyphrase research? </li></ul><ul><li>Why is it an important part of SEO? </li></ul><ul><li>How do I know which keyphrases are right for my site? </li></ul>
    22. 22. On page vs. off page <ul><li>On page – You control because they are on your site </li></ul><ul><li>Off page – You do not control; they come from other sites </li></ul>
    23. 23. On-page factors <ul><li>Title </li></ul><ul><ul><li>Single most important on-page factor </li></ul></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li>Bad – Company XYZ </li></ul></ul></ul><ul><ul><ul><li>Good – Find Widgets, Widget Boosters and more at Company XYZ </li></ul></ul></ul>
    24. 24. On-page factors <ul><li>H tags/headlines </li></ul><ul><ul><li>Second most important on-page factor </li></ul></ul><ul><ul><li>1 <h1>, up to 5 <h2>, <h3> and higher is up to you </li></ul></ul><ul><ul><li>Put keyphrases in your <h> tags </li></ul></ul>
    25. 25. On-page factors <ul><li>Keyphrase-rich content </li></ul><ul><ul><li>Content attracts search engines </li></ul></ul><ul><ul><li>Keyphrases attract searchers </li></ul></ul><ul><ul><li>Content + keyphrases = more searchers from search engines </li></ul></ul><ul><ul><li>The more content you have, the better your chances are for coming up for relevant searches </li></ul></ul>
    26. 26. On-page factors <ul><li>Internal linking </li></ul><ul><ul><li>Nobody wants to rank for the word “Home” </li></ul></ul><ul><ul><li>Use keyphrases in your internal linking (category names, product names, anything you link to) </li></ul></ul>
    27. 27. On-page factors <ul><li>Things to avoid </li></ul><ul><ul><li>If you are just doing it for the search engines, don’t do it </li></ul></ul><ul><ul><ul><li>Hidden text </li></ul></ul></ul><ul><ul><ul><li>Keyword stuffing </li></ul></ul></ul><ul><ul><ul><li>Duplicate or doorway pages </li></ul></ul></ul>
    28. 28. Off-page factors <ul><li>Inbound links </li></ul><ul><ul><li>Ask relevant, related websites to place a link on their site which points to your site </li></ul></ul>
    29. 29. Off-page factors <ul><li>Anchor text </li></ul><ul><ul><li>Ask that they use your keywords in the text that links to you </li></ul></ul>
    30. 30. Off-page factors <ul><li>Things to avoid </li></ul><ul><ul><li>Don’t buy “100 links” at a time from non-related sites just to get more links </li></ul></ul>
    32. 32. The importance of internet reputation management <ul><li>Seventy-five percent (75%) of Fortune 100 companies have experienced online attacks on their reputation </li></ul><ul><li>Consumer Generated Media (CGM) including blogs, forums and websites can: </li></ul><ul><ul><li>erode or destroy your brand </li></ul></ul><ul><ul><li>cause falling share prices </li></ul></ul><ul><ul><li>affect revenue </li></ul></ul><ul><ul><li>push potential prospects, partners and employees to competitors </li></ul></ul>
    33. 33. How to fight back: the right way <ul><li>You can't control what other people write about you or your company online. But you can do something about it - without resorting to negative, underhanded tactics. </li></ul>
    34. 34. 1. Start a business blog <ul><li> </li></ul>
    35. 35. 2. Create profiles for your business on other sites <ul><li>http:// </li></ul>
    36. 36. 3. Contact sites and try to get negative remarks removed Dear Sir or Madam: This is a request for the immediate removal of the following comment from [commenter] on your website at [URL]: [comment] This person has made false, derogatory remarks about our company and owners. Please confirm the immediate removal of this comment to me as soon as possible. If you have any questions, please contact me. Thank you for your prompt attention to this matter. Your name Contact information
    37. 37. 4. Encourage positive reviews Dear [Customer], Thank you for your recent purchase with [Company]. We hope you are satisfied with your purchase. We would welcome any feedback you’d like to share; please visit [URL] to post your comments. We value your patronage and hope you will shop with us again soon. Thank you! [Company] Customer Service
    38. 38. YOUR SEO PLAN
    39. 39. Short term SEO plan <ul><li>Do keyphrase research </li></ul><ul><ul><li>Keyword tools include WordTracker ( ) and Keyword Discovery ( http:// / ) </li></ul></ul><ul><ul><li>Brainstorm all the ways people might search for your products, brands and services and research them </li></ul></ul><ul><li>Optimize on-page factors </li></ul>
    40. 40. Long term SEO plan <ul><li>Link building </li></ul><ul><ul><li>Find out who is linking to you by using Yahoo! Site Explorer ( ) </li></ul></ul><ul><ul><li>Request links from people you do business with, industry directories and other relevant directories </li></ul></ul><ul><ul><li>Use Yahoo! Site Explorer to research who links to your competitors and request links from those sites too </li></ul></ul>
    41. 41. Long term SEO plan <ul><li>Adding new content based on your keyphrase research </li></ul><ul><ul><li>Create an editorial calendar to make sure you continue to create new content. See how here: ( http:// =50 ) </li></ul></ul><ul><ul><li>Consider adding a blog to your site to talk about what is happening in your business and within your industry </li></ul></ul>
    42. 42. Additional resources <ul><li>How to register for Google Webmaster Tools: </li></ul><ul><li>Free internet reputation management whitepaper: http:// /reputation </li></ul><ul><li>Google’s blog: http:// / </li></ul><ul><li>Yahoo’s blog: http:// / </li></ul><ul><li>More resources: http:// </li></ul>
    43. 43. Thank You from The Search Guru! 896 Arboretum Circle Sagamore Hills, OH 44067 440-306-2418 [email_address] Twitter: @ thesearchguru