Building Leads with SEOExploring the components of a successful SEO campaign

Twitter: #KunoSEO

Presented By:Jeremy Dearringer, CRO

Slingshot SEO @Slingshot_SEO

www.slingshotseo.com

Building Leads with SEOExploring the components of a successful SEO campaign

Twitter: #KunoSEO

Presented By:Jeremy Dearringer, CRO

Slingshot SEO @Slingshot_SEO

www.slingshotseo.com

Agenda

• Introduction – Jeremy Dearringer

Chad H. PollittDirector of Social Media &

Search MarketingKuno Creative

@CPollittIULinkedIn.com/in/seofortwayne

Twitter: #KunoSEO

Agenda

• Introduction – Jeremy Dearringer• The State of SEO – 2011 & Beyond

Chad H. PollittDirector of Social Media &

Search MarketingKuno Creative

@CPollittIULinkedIn.com/in/seofortwayne

Twitter: #KunoSEO

Agenda

• Introduction – Jeremy Dearringer• The State of SEO – 2011 & Beyond• Components of a Successful SEO

Campaign

Chad H. PollittDirector of Social Media &

Search MarketingKuno Creative

@CPollittIULinkedIn.com/in/seofortwayne

Twitter: #KunoSEO

Agenda

• Introduction – Jeremy Dearringer• The State of SEO – 2011 & Beyond• Components of a Successful SEO

Campaign• Search Engine Reputation Management

(SERM)

Chad H. PollittDirector of Social Media &

Search MarketingKuno Creative

@CPollittIULinkedIn.com/in/seofortwayne

Twitter: #KunoSEO

Agenda

• Introduction – Jeremy Dearringer• The State of SEO – 2011 & Beyond• Components of a Successful SEO

Campaign• Search Engine Reputation Management

(SERM)• How Kuno Uses SEO for Inbound

MarketingChad H. Pollitt

Director of Social Media & Search Marketing

Kuno Creative @CPollittIU

LinkedIn.com/in/seofortwayne

Twitter: #KunoSEO

Agenda

• Introduction – Jeremy Dearringer• The State of SEO – 2011 & Beyond• Components of a Successful SEO

Campaign• Search Engine Reputation Management

(SERM)• How Kuno Uses SEO for Inbound

Marketing• Free Downloads Chad H. Pollitt

Director of Social Media & Search Marketing

Kuno Creative @CPollittIU

LinkedIn.com/in/seofortwayne

Twitter: #KunoSEO

Agenda

• Introduction – Jeremy Dearringer• The State of SEO – 2011 & Beyond• Components of a Successful SEO

Campaign• Search Engine Reputation Management

(SERM)• How Kuno Uses SEO for Inbound

Marketing• Free Downloads• Questions & Answers

Chad H. PollittDirector of Social Media &

Search MarketingKuno Creative

@CPollittIULinkedIn.com/in/seofortwayne

Twitter: #KunoSEO

IntroductionJeremy Dearringer• Co-founder &Chief Research Officer (CRO), Slingshot SEO• Indianapolis, Indiana

Jeremy Dearringer, CROSlingshot SEO @Slingshot_SEO

www.slingshotseo.comTwitter: #KunoSEO

IntroductionJeremy Dearringer• Co-founder &Chief Research Officer (CRO), Slingshot SEO• Indianapolis, Indiana

15 years of SEO research & Internet marketing experience.

Jeremy Dearringer, CROSlingshot SEO @Slingshot_SEO

www.slingshotseo.comTwitter: #KunoSEO

IntroductionJeremy Dearringer• Co-founder &Chief Research Officer (CRO), Slingshot SEO• Indianapolis, Indiana

15 years of SEO research & Internet marketing experience.Slingshot SEO recently named the 4th ranked SEO company in the world.

Jeremy Dearringer, CROSlingshot SEO @Slingshot_SEO

www.slingshotseo.comTwitter: #KunoSEO

IntroductionJeremy Dearringer• Co-founder &Chief Research Officer (CRO), Slingshot SEO• Indianapolis, Indiana

15 years of SEO research & Internet marketing experience.Slingshot SEO recently named the 4th ranked SEO company in the world.Frequent speaker at Universities, Conferences and Organizations.

Jeremy Dearringer, CROSlingshot SEO @Slingshot_SEO

www.slingshotseo.comTwitter: #KunoSEO

IntroductionJeremy Dearringer• Co-founder &Chief Research Officer (CRO), Slingshot SEO• Indianapolis, Indiana

15 years of SEO research & Internet marketing experience.Slingshot SEO recently named the 4th ranked SEO company in the world.Frequent speaker at Universities, Conferences and Organizations.

Jeremy Dearringer, CROSlingshot SEO @Slingshot_SEO

www.slingshotseo.comTwitter: #KunoSEO

Twitter: #KunoSEO

Building Leads with SEOPresented by Jeremy Dearringer, Co-founder & Chief Research OfficerTwitter: @Slingshot_SEO

What We’ll Be Covering

• The state of SEO – 2011 and beyond

• Components of a successful SEO campaign

• Search Engine Reputation Management (SERM)

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

THE STATE OF SEO

Twitter: @Slingshot_SEO

I read that “SEO is dead”

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

SEO is NOT dead

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

*Study published in July 2009, updated by Forrester Research in January 2010

SEO is NOT dead

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

Important Trends for 2011+

• Blended search

• Personalized search

• Social Media Optimization (SMO)

• Conversion Rate Optimization (CRO)

• Searchers’ standards are higher than ever

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

C.L.A.S.S.

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A Successful SEO Campaign…

• Content

• Links

• Architecture

• Social Media

• Strategy

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CONTENT

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Content: Essential for SEO

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LINKS

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Links: Essential for SEO

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ARCHITECTURE

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Architecture: Essential for SEO• PageRank Flow

• Flat Architecture

• Canonicalization

• Page Speed

• Page Titles

• Meta Descriptions

• Alternative Image Text

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• URL Structure

• Analytics, Tracking Code

• Search Engine Readability

• 404, 403, 503, 301, etc

SOCIAL MEDIA

Twitter: @Slingshot_SEO

Social Media: Essential for SEO

• Twitter – Brand mentions, links to your content

• Facebook – Likes, shares, links, etc. on public profiles

• Linkedin – Brand mentions, share links, status updates

• Digg, Stumbleupon, other social bookmarking sites

• YouTube – Likes, Comments, Engagement

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

STRATEGY

Twitter: @Slingshot_SEO

Strategy: Essential for SEO

• Define your target audience

• Keyword research, targeting

• Setting realistic goals and expectations

• ROI planning, budgets and forecasting

• Resource allocation

• Measurement

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

SERM(Search Engine Reputation Management)

Twitter: @Slingshot_SEO

SERM

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

SERM

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

SERM

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

SERM

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

• It is suggested that if a company website has a negative result directly below it then up to 70% of surfers will click on the negative result first. – Wikipedia

• An exhaustive 2007 study commissioned by the Ponemon Institute found that over 50% of employers use the web to check out applicants. Another cross-industry study showed that more than 33% of clients will research prospective partners using simple Google and Yahoo searches – and this percentage seems to be on the rise.

SERM• Establish your brand with search engines

• Build up social profiles (Facebook, Twitter, YouTube, etc.)

• Submit regular press releases (PRweb.com, Marketwire.com)

• Guest blog posts with negative content for QDD (query deserves diversity)

• Use company name and popular trademarks in titles

• Link to content that supports your brand from your website

Twitter: @Slingshot_SEOTwitter: @Slingshot_SEO

Kuno Creative’s SEO Strategy

Twitter: #KunoSEO

• On-page Keyword Sculpting

Kuno Creative’s SEO Strategy

Twitter: #KunoSEO

• On-page Keyword Sculpting

• Guest Blog Posts

Kuno Creative’s SEO Strategy

Twitter: #KunoSEO

• On-page Keyword Sculpting

• Guest Blog Posts

• Press Releases

Kuno Creative’s SEO Strategy

Twitter: #KunoSEO

• On-page Keyword Sculpting

• Guest Blog Posts

• Press Releases

• Local Directory Listings

Kuno Creative’s SEO Strategy

Twitter: #KunoSEO

• On-page Keyword Sculpting

• Guest Blog Posts

• Press Releases

• Local Directory Listings

• Social Profiles

Kuno Creative’s SEO Strategy

Twitter: #KunoSEO

• On-page Keyword Sculpting

• Guest Blog Posts

• Press Releases

• Local Directory Listings

• Social Profiles

• Client Sites

Kuno Creative’s SEO Strategy

Twitter: #KunoSEO

• On-page Keyword Sculpting

• Guest Blog Posts

• Press Releases

• Local Directory Listings

• Social Profiles

• Client Sites

• Communities, Blogs, Forums

Kuno Creative’s SEO Strategy

Twitter: #KunoSEO

• On-page Keyword Sculpting

• Guest Blog Posts

• Press Releases

• Local Directory Listings

• Social Profiles

• Client Sites

• Communities, Blogs, Forums

• National Directories

Kuno Creative’s SEO Strategy

Twitter: #KunoSEO

• On-page Keyword Sculpting

• Guest Blog Posts

• Press Releases

• Local Directory Listings

• Social Profiles

• Client Sites

• Communities, Blogs, Forums

• National Directories

• Widgets, Embeds

Kuno Creative’s SEO Strategy

Twitter: #KunoSEO

• On-page Keyword Sculpting

• Guest Blog Posts

• Press Releases

• Local Directory Listings

• Social Profiles

• Client Sites

• Communities, Blogs, Forums

• National Directories

• Widgets, Embeds

• Presentations, Webinars

Kuno Creative’s SEO Strategy

Twitter: #KunoSEO

• On-page Keyword Sculpting

• Guest Blog Posts

• Press Releases

• Local Directory Listings

• Social Profiles

• Client Sites

• Communities, Blogs, Forums

• National Directories

• Widgets, Embeds

• Presentations, Webinars

• Microsites (work in progress)

Kuno Creative Organic Search Traffic

Twitter: #KunoSEO

SEO Cheat SheetFree Download

Download at: KunoCreative.com/seo-cheat-sheet

• Link Building Best Practices

• SEO Glossary

• Calculating Keyword Saturation Rate

• 5 Reasons to Use SEO

• On-page SEO Checklist

• Top SEO Tools & Resources

Twitter: #KunoSEO

How to Value SEO – White PaperFree Download

Download at: SlingshotSEO.com

Twitter: #KunoSEO

Jeremy Dearringer, CROSlingshot SEO @Slingshot_SEO

www.slingshotseo.com

Questions & Answers

Slides Posted at: KunoCreative.com/Blog

Twitter: #KunoSEO