Post on 08-May-2015
description
Demystifying SEOWhat really goes into a
comprehensive SEO campaign
Benj ArriolaSEO Director
Internet Marketing Inc.www.internetmarketinginc.com
All About SEOA brief about the basics
AgendaAll about SEO
What is SEO?Why SEO?Is it just all about ranking?The Search CycleSEO is not PPC
The SEO ProcessKnowledge & SkillsTypical & Advanced SEO Process & Resources NeededCheap or Expensive?DIY SEO
Further Learning
What is SEO?
SEO?
Common Definition:It’s something you do to the website so your website comes up first in Google®.
*Images are of Phineas and Ferb. Both characters are registered trademarks of Disney Enterprises, Inc.
SEO?
*Images are of Phineas and Ferb. Both characters are registered trademarks of Disney Enterprises, Inc.
Common Definition:It’s something you do to the website so your website comes up first in Google®.
What is SEO?Wikipedia Definition:
Search engine optimization (SEO) is the process of improving the visibility of a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results… In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine.
Wikipedia Definition:Search engine optimization (SEO) is the process of improving the visibility of a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results… In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine.
What is SEO?
Google’s DefinitionSEO is an acronym for "search engine optimization" or "search engine optimizer.“Advertising with Google won’t have any effect on your site’s presence in search results.Google never accepts money to include or rank sites.Research the potential advantages as well as damages that an irresponsible SEO can do.No one can guarantee #1 ranking.Be careful if a company is secretive or won’t clearly explain what they intend to do.
Google’s DefinitionSEO is an acronym for "search engine optimization" or "search engine optimizer.“Advertising with Google won’t have any effect on your site’s presence in search results.Google never accepts money to include or rank sites.Research the potential advantages as well as damages that an irresponsible SEO can do.No one can guarantee #1 ranking.Be careful if a company is secretive or won’t clearly explain what they intend to do.
What is SEO?
My Definition of SEO
?
Why SEO?
Is it just all about ranking?
Main objective why you want SEO.
You can get #1 ranking
You can get higher search traffic
To make more money!
But still no one visits your website???
Wrong KeywordsWeak Calls-to-Action
But still no increase in salesWrong KeywordsPoor DesignBad Usability
What is SEO?
My Definition of SEO
The process of ongoing improvements of a website to increase revenue from organic search engine traffic.
The Search Cycle
Ranking
Traffic
ConversionsSale
Repeat Customer
SEO
LPO / CRO
Sales People
Support
Testimonials / UGC, Reviews,Link Baits
SEO is not PPC
PPC / Paid Search /
Sponsored Results / Paid
Listings / SEM?
PPC / Paid Search /
Sponsored Results / Paid
Listings / SEM?
Organic Results, Natural Results,
Listings, Free Listing,
Algorithmic Results
The SEO ProcessFrom the simple to the comprehensive
SEO Knowledge & Skills
SEO
TechnicalKnowledge
Writing SkillsMarketing Knowledge
Not every SEO knows everything well.
Have a TeamOutsources to OthersPartner up with other SEOsDoes everything but not proficiently. May be strong in 1 area, weak in others.Only does what he/she is strong at and does not do the others.
Offpage Onpage SEO
Typical SEO Process
Offpage Onpage SEOOffpage Onpage
Typical SEO Process
OffpageOnpage
OffpageOnpage
Typical SEO Process
OnpageOffpage
OnpageOffpage
Typical SEO Process
Your Competition!
Onpage SEO is a Good Foundation
Onpage vs Offpage Benefit Control
Heavy Onpage SEO
Less Offpage SEO Full Control
Heavy Offpage SEO
Less Onpage SEO Partial Control
Onpage vs Offpage Benefit Control
Heavy Onpage SEO
Less Offpage SEO Full Control
Heavy Offpage SEO
Less Onpage SEO Partial Control
Typical SEO ProcessKeyword ResearchKeyword Mapping
Keyword AssignmentTitle Tag / Meta TagMeta Data / Meta Information
Content Optimization & Internal Link Building
Content Writing/RewritingCopywriting
Link BuildingLink Development
SEO Diagnostic & Recommendations
Code Optimization / Website Optimization / Onpage SEO
Almost alldoes these
Done by most but at varying proficiencies.
Only a few are very comprehensive.
Some think SEO is ONLY Link Building
More Advanced SEO ProcessInformation Architecture Optimization
Site Structure OptimizationGlobal Navigation OptimizationSitemap Optimization
Algorithmic OptimizationAutomated SEOProgrammable SEO
ReportingInternational SEOLocal SEOVideo SEOMobile SEORetail SEO
Done by moreadvanced SEOs
Should be doneby all SEOs
Advanced SEO Add-On or Separate SEO Service
Link Building MethodsLink Begging / Solicitation / RequestDealers, Suppliers, Distributors, PartnersOrganizations, Memberships, DonationsSubmissions
DirectoriesArticlesPress Releases
BlogsOwn Blog PostingsGuest Blog PostingsBlog CommentingSponsored Reviews / Paid Blog Post
Banner Ads
ForumOwn ForumForum PostingForum Signatures
Email GroupsSocial Media
Social NetworkingSocial Bookmarking
Link Baiting
Recommendations
Insights
Information
Data
*Eric T. Peterson – Web Analytics Demystified
Most companies report this:
Need to reporton these:
Ranking ReportsWeb Analytics
MS ExcelMS Access
Omniture Site Catalyst
Visual SciencesCore Metrics
Omniture Site Catalyst
Visual SciencesCore Metrics
Omniture Site Catalyst
Visual SciencesCustom Tools
Web Analytics Hierarchy of Needs*
Ranking
Traffic
Conversions
ROIPositive Feedback
CompleteSEO
Ranking Reports• RavenTools• SEOBook• WebCEO• Web Position, IBP & Others
SEOTitles &
Descriptions
CTR• Google Webmaster ToolsSearch Engine Traffic / Incoming Keywords• Google Webmaster Tools• Web AnalyticsTitles & Descriptions• WebCEO
LPO / Usability /
AB Test
Conversion Tracking• Google AnalyticsUser Testing• UserTesting.com• Loop11Click Tracking• CrazyEgg, ClickTale• Attention WizardX-Browser Test• CrossBrowserTesting.comSplit Test / Multivariate Test• Google Website Optimizer
ROI Reporting will be done only
if the data is available.
ACTION
TOOLS
REPORTS
Buzz
Links
Report Types Type 1
Ranking & Traffic Type 2
Ranking & Traffic Correlation Type 3
Correlation w/Conversion Tracking Type 4
Correlation w/Conversion Tracking & ROI
Reporting
Ranking Reports• RavenTools• SEOBook• WebCEO• Web Position, IBP & Others
CTR• Google Webmaster ToolsSearch Engine Traffic / Incoming Keywords• Google Webmaster Tools• Web AnalyticsTitles & Descriptions• WebCEO
Conversion Tracking• Google AnalyticsUser Testing• UserTesting.com• Loop11Click Tracking• CrazyEgg, ClickTale• Attention WizardX-Browser Test• CrossBrowserTesting.comSplit Test / Multivariate Test• Google Website Optimizer
Ranking
Traffic
Conversions
ROIPositive Feedback
Report Types Type 1
Ranking & Traffic Type 2
Ranking & Traffic Correlation Type 3
Correlation w/Conversion Tracking Type 4
Correlation w/Conversion Tracking & ROI
ReportingAll
SomeRare
Cheap or Expensive?Is a $500,000 a year SEO service the same as a $5,000 one time payment SEO Service to someone offshore?
Ask for number of hours and number of people.Ask for a complete full range of SEO service.
This gives you an idea of their capabilities.Never give a cheaper company a more comprehensive process and ask them to do it.
ExpertiseTechnical, Marketing, Writing
ProcessTypical, Advanced
Link BuildingReporting# Keywords,# of PagesCompetitivenessNumber of Products/Services
DIY SEO
LearnOnpage
Google SEO DefinitionsGoogle Webmaster GuidelinesGoogle 101: Crawling & IndexingGoogle SEO Started Guide
OffpageForums / Blogs
Webmaster WorldDigital PointMore!
Quick StartSEO Quick StartKeyword Research
Further Learning
ForumsBooks
The Art of SEO: Mastering Search Engine OptimizationProfessional Search Engine Optimization with PHP: A Developer's Guide to SEOProfessional Search Engine Optimization with ASP.NET: A Developer's Guide to SEO
eBooksSEOBookSEO Fast Start
ConferencesSearch Marketing Expo (SMX)Search Engine Strategies (SES)Webmaster World’s PubConOnline Marketing Summit (OMS)
Meetup GroupsSan Diego Search Engine Optimization (SEO) MeetupSEO Mastermind Group for people making money with SEO
Thanks!
Questions?