Magic of Getting FoundMagic of Getting FoundBob BradleyPart OneBob BradleyPart One

Getting FoundThe Magic of

Goo

d Bus

ines

s

Keyword R

esearch

Web Design

SEO

Measure

Lin

kin

g

adv

ertis

ing

External Media (P

R)

Directories

Email Marketing

Social M

edia Tim

e t

o R

est

Your New WebsiteYour New Website

• When you create a new website or any internet property it reminds me of an old television show

There are now over 1 trillion web pages in this world and you are only a few of them.

Getting Found Getting Found

We create a website and just sits there like a lonely bench

waiting for a visitor

We found

one We found one!!

The Internet Marketing ProblemThe Internet Marketing Problem

• Limited number of visitors• They visit but do nothing• They visit, click but do not convert• They visit, click, add to cart but do not buy• They visit, click, buy and return • They visit, click and buy, but not often

enough Oh, what to doDo you have a product/service

that has intrinsic value and…

THAT IS SEARCHED FOR?

What do we do??What do we do??

• We must DO SOMETHING to get found

• Design to entice clicks• Design to convert

And also:• Make our website

relevant to searches• Expose our website to

searchers

BUT FIRST

Tools and AssumptionsTools and Assumptions

Free!These dominate

We like

FREE

SEO: Myths or Reality??

Lets bring in the…

SEO Can Get a #1 Ranking? SEO Can Get a #1 Ranking?

Helga has a boat for saleIt is a 25 foot Trimaran

She will sell it with a trailer

She wants a simple website to sell this boat and a number 1 ranking!________________________

She answers an ad that says they will charge her credit ONLY upon showing you the number one ranking Cost $500

Should sheAccept?

SEO The Result SEO The Result

Email address

Phone No.

That’s my boat

SEO Google Number 1SEO Google Number 1

Number 1!!!I searched for it!!

And the result is…..

Helga’s credit card is charged $500

Heh, I need a loan!!

The WEBSITEThe WEBSITE

• What• Do• You• Want• Your• Website• To• Do• ?

Or WDYWYWTD

You must first answer the key question

All Things to All People??All Things to All People??

• It can do many things but not all at once!!!

Sell Stuff

PR

Provide Info

Call

Get Email Addresses

Customer Service

Develop

a Brand

All things to all people??All things to all people??

GETTING THEM TO DO WHAT

YOU WANT THEM TO DO

BUT….Its all about

CONVERSION

To Attract VisitorsTo Get Ranked

ON PAGE OPTIMIZATION

• One way to look at it is like a basketball game.• All the things you do to “optimize” your site are each worth some

points. • It is a “team” game. No one player (or action) will get you to

victory• You need points from a variety of directions (players)

The Search ArmyThe Search Army

Algorithms

GooglebotBingbot

Yahoo Slurp

The Search Engine The Search Engine

Searchers and search engines what exactly the same thing

Searchers want what they search for

and search engines want to give them exactly what they search for

Search engines are the most targeted marketing medium in the history of the world

Why?

Because users type in the search box what they want and the search engine delivers the results

Really??

Of course

This I never thought of

It’s About Marketing!It’s About Marketing!

Google’s Matt Cutts in an interview:

"It's interesting how much of SEO can come back to good, old-fashioned marketing."

It’s Always Been Here

We throw around terms like "viral marketing," "buzz marketing," and "word-of-mouth marketing" as if they were new concepts. Yet these tactical promotions have been around forever.

SEO is MarketingSEO is Marketing

Market Research

Keyword research

On page optimization

Site structure

Link building

Viral marketing

Adjusting

Staying up to date

Can you compete?

Words people search for

Rank for specific phrases

Create pages for keywords

Links are votes

One good action can work

Constant Testing tweaking

Things always change

Not Much Time to SellNot Much Time to Sell

Everything you do on your website should be leading your visitors to the ultimate goal.

I’m confused

Assume you have about 10 seconds to convert a visitor

And these are your visitors

Narrow it Down…Narrow it Down…

This is not about to make the sale! So, what is left if I can’t talk?

W

P

ords

ictures

Who knew?

talking

To convert and fo

r

search engines

equally

To convert…

Can be for s

earch

engines too

1.Right click on text portion of web page

2.Look for “view page source”

3.Click on view page source

View Source

Behind the ScenesBehind the Scenes

THE TITLE AND DESCRIPTION ARE THE FIRST TWO PLACES THE BOTS LOOK

Page Title

Description

The Title Tag is not like a Movie TitleThe Title Tag is not like a Movie Title

• Starts with the most important keywords• contains max. 65 characters (including spaces-

this is what shows in the SERPS);• add a call to action• Include branding names if that is what

people will search for, or mentioned in the end, or not at all;

• Make it compelling enough to click on• Check out the competition.

What isn’t a Title Tag for SEOWhat isn’t a Title Tag for SEO

• New Page• Home Page• Welcome to my website• Bradley’s Home Page• www.Isellstuff.com• Golf clubs, golf clubs, golf clubs, golf clubs….• Bad Credit Home Loans – Poor Credit Finance.

(remember this will also entice clicks, or not)

• Trouble-Free Bad Credit Home Loans For Poor Credit Finance Applicants

• Guaranteed Bad Credit Home Loans For Poor Credit Finance Applicants.

Remember, every page needs a separate title tag

Probably #1

Title Tags ExamplesTitle Tags ExamplesPage on Red Pandas from the Wellington Zoo:

Page on Alexander Calder from the Calder Foundation:

Page on Plasma TVs from Tiger Direct:

Current Page Title: Red Panda

Current Page Title: Alexander Calder

Recommended: Plasma Screen & LCD Televisions at TigerDirect.com

Recommended: Alexander Calder - Biography of the Artist from the Calder Foundation

Current Page Title: Plasma Televisions, Plasma TV, Plasma Screen TVs, SONY Plasma TV, LCD TV at TigerDirect.com

Recommended: Red Panda - Habitat, Features, Behavior | Wellington Zoo

Keywords

Keywords

Keywords

Test on Tile TagsTest on Tile Tags

• What would your choose?• The smell good plumber?• Or• Mike Diamond plumbing?

Key Elements of SEOKey Elements of SEO• KEYWORDS

– Your keywords tell the search engines what you do

• INBOUND LINKS– Your inbound links tell them how important

you are.

This combination is what determines your relevance. And relevance is what the search engines are after

Word Usage

Which one are you?

Keywords Prosperity EquationKeywords Prosperity Equation

Highly relevant/rarely searched

Incredibly popular/no conversion

Generic words/ Lots of views-few click throughs

According to researchers a three word phrase is the most popular among searchers

Words/KeywordsWords/Keywords• The most important aspect of your site

• Based on what people search for

• Long tail keywords are more targeted and can result in higher conversions

• Each page of your website can be targeted for different keyword phrases

– Including title and description (in HTML)

• Search engines ignore what they do not understand

The Long Tail The Long Tail

If search were represented by a tiny lizard with a one-inch head, the tail of that lizardwould stretch for 221 miles.”

Research(1-2 words)

Consideration(2-3 words)

Purchase(3 or more words)

tea green Tea buy Loose green tea

tea wiki Assam tea Buy quality green tea

tea facts Chai tea Buy assam tea online

hot tea Green tea benefits Assam tea leaves

iced tea green tea diets buy chai tea online

Specialty teas chai tea drinks white tea gift

About teas Best white tea Buy organic green tea

Long tail examples

Keywords Search Results (competition)Keywords Search Results (competition)

Generic Keywords

Idaho Potatoes

Credit Cards

Dogs

Canon Camera

Kitchen Cabinets

Babies

Long Tail Keywords

Potatoes without Pesticides

Blue Infant Clothing

Canon Power Shot Camera 2MPHow to train a puppy

Affordable CustomKitchen Cabinets

Credit Card For People with Bad Credit

67m0.1m

0.4m144

7m0.7m

35m0.8m

29m0.5m

18m0.9m

The Big “long tail” QuestionThe Big “long tail” Question

Aren’t I leaving money on the table ? Or taking it out of my pocket?

KeywordsKeywords• Words visible to people reading the page are KEY

– The search engine can show that page to people who are searching for the words found on that page.

– Pretty simplistic, but it's amazing how many pages only contain a picture and a few words, or Flash animations, or other non-text items.

• Web site owners think that a picture says it all– Web designers thinks it's cutting edge or cool– But the site visitor wants to know more.

• The web is a research tool as well as a marketing medium and when viewing a commercial site people want to know all the ,

benefits

configurations

colors

sizes,

Words that people search for…Then pages with those words are presented at the top of the results pages

So, its about

TEXT!!!

Keyword MistakesKeyword Mistakes

• Targeting Keywords that people never use• Not understanding user intent

– Search “Car Reviews” (in research mode)– Search “fast auto financing” (ready to buy)

• Selecting single word keywords– Overly competitive unless you are a major

brand. (Whirlpool might use “washer” )

• Keyword Confusion– The term “Mobile marketing” might confuse

mobile billboards and selling ads on mobile devices

• Not allocating enough time

AttentionInterestDesireAction

Keyword Case StudyKeyword Case Study

A business you are running have the following facts:1. Sales had been falling steadily over the past 10 years.

2. Costs were out of control. Layoffs were inevitable.

3. The bank is getting very edgy.

You need a major boost in sales

BUT… you just couldn’t see where it was going to come from.

Monday – a record loss in the fourth quarter.

Tuesday, you asked the management team for their ideas – blank

faces all around.

Wednesday, a stormy meeting with your advertising agency. You

need something a lot different from the tired old clichés they’d

been spewing out for the last 10 years.

Pressure is on!

Keyword CaseKeyword Case

•You do some casual reading and you find–an article about the growth of vegetarianism. Next you read and

article about how dogs are the most pampered pets in the country

•You think to yourself –that, “If the growth of vegetarianism continues, there’ll be a lot

more meat for those dogs to be pampered with

(not that vegetarians would be too keen on feeding their dogs meat.)

•The answer? Could there be a market for vegetarian dog food? –You do some searching and find out that there are over 20 million

vegetarians and over 60 million dog owners.

Keyword CaseKeyword Case• If there is a market wouldn’t vegetarian dog

food be a brilliant product to sell online?

Idea

Dog

Vegetarian

E-commerce

CAN IT CONNECT?

Let’s Examine This FurtherLet’s Examine This Further

• First, gauging the size of the market– We use a popular keyword research tool like

WORDTRACKER and find out that there were 17 searches per day for “vegetarian dog food”. What does this mean?

If you converted 100% of ALL the searches your total market would be $310,250

No fair!

Explain please

Keywords/MarketingKeywords/Marketing

It isn’t realistic Most marketing professionals would agree that a more realistic conversion would be between 1% (perhaps achievable) and 10% (still too high) of the existing keyword search basket of inquiries.

In other wordsannual revenues for “vegetarian dog food” would come in somewhere between $3,102 and $31,025 a year.

THE 1/10 PRINCIPLE

Why?

Revenues not profit

Additional ProblemsAdditional Problems

Who tells you about additional Expenses to be accounted for prior to determining profits on this pitifully small

revenue stream. Ouch! ...not good.

It Just Doesn’t Work• The numbers for vegetarian dog food simply don't work! ...not even in a best-case scenario.

•There would have to be a better plan than to build a sales concept around the keyword phrase “vegetarian dog food.”

Enter the Bean counter

Boo!

Look for other “keyword markets”Look for other “keyword markets”

So, let's see what markets might exist based on dog-food-

related keywords that are kindred to the term “vegetarian.”

WellnessRecipesNaturalVegetarian 711 searches

Keyword ExampleKeyword ExampleA 10% sales conversion would produce $1,295,750.

•What about the 1/10 rule?•A conversion rate of 1% would convert into $127,750 in revenue. (Not profit).

•For this Company, this idea will not generate enough cash flow to save the company

The good news is………You had tools to make a decision • Did not waste time on a bad idea• Allocate time on good ideas

Other Methods-Long TailOther Methods-Long TailCompetitiveness of keywords using “AllinTitle:”

3 million

45,000

24,000

133

What does this tell us??

Cat Food

Diet Cat Food

Senior Cat Food

Senior Diet Cat Food

Google Adwords ToolGoogle Adwords Tool

Using the Google Adwords Keyword Tool the following is generated about cat food keywords

3 million

45,000

24,000

Search Results

The term “cat food diet” generates 720 searches per month or 8600 per year and there are 45,000 websites with the term contained within them

Your Website-KeywordsYour Website-Keywords• Google Trends-Comparing Words

Indexed to zero-not absolute searches

Vintage cars versus classic carsCheap Fare search versus low fares search

Fun with Google Trends- SearchesFun with Google Trends- Searches

War vs. PeaceMySpace vs. FacebookDeath vs. Life

MySpace vs. Facebook

Keyword Research ToolsKeyword Research Tools

Keyword Tools• http://www.keyworddiscovery.com/search.html• https://adwords.google.com/select/KeywordToolExternal• http://freekeywords.wordtracker.com/• http://www.keywordindex.com/• http://www.wordpot.com/

Google Tools• http://www.google.com/trends• http://www.google.com/insights/search/#

Blog

SEO Self HelpSEO Self Help• http://www.seo-browser.com/• http://www.seomoz.org/linkscape• http://validator.w3.org• http://websitegrader.com/• http://www.spidertest.com/• http://www.google.com/support/webmasters/bin/ans

wer.py?hl=en&answer=35291• https://addons.mozilla.org/en-US/firefox/addon/9440

• Google Chrome also has its own SEO tool

Good Google advice about SEO

Firefox SEO add on

WRITING COPY

SEO CopyWriting SEO CopyWriting

"If one is good, two is better”? •This has been applied to SEO copy in the worst way.

–It doesn't take a boatload of keyphrases shoved here, there and everywhere to make good search engine copy. In fact, that's the recipe for disaster when writing optimized text. Why?

• Because you have a dual audience: the search engines and, most importantly, your site visitors.

–Not recognizing this fact is one of the biggest mistakes made with SEO copywriting.

USER EXPERIENCE RULES

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ANYTHING STAND OUT?

How about this?How about this?

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• Office supplies have never been so affordable! Contact us today for complete details on joining the XYZ Office Supplies member program.

SEO AND USER

Strategic vs. HaphazardStrategic vs. Haphazard

• Headlines• Sub-headlines• Photo captions• Body copy• Link text (anchor text)• Navigation links• Calls to action

USER EXPERIENCE IS THE TIEBREAKER

Resist the urge to stuffWhite space is your friendUse active tenseBrevityWrite informallyBe directTell a story

LINKING

LinkingLinking

• Link building– is an ever-changing landscape.

• Because search engines make changes to their algorithms to thwart artificial link building

• because link building as a practice continues to morph there are many places to engage in link building

IT’S ABOUT RELEVANCE

LinkingLinking• Page Rank-Google uses a proprietary

algorithm called PageRank

– It weighs links from pages that it considers important. (authority sites)

– Every web page, not site, is assigned a PageRank score.

– There are several sources where you can check your page rank.

Larry Page and Sergey Brin

Page Rank=Linking

Heh,I know these guys from last

night

LinkingLinking

• Submit to Directories – Yahoo!, Open Directory (dmoz.org), GoGuides,

Gigablast, JoeAnt, Gimpsy, BlueFind and Zeal.

– But don’t overly rely on directory listings. Just like with investing, with link building it’s important to diversify.

• Additional link opportunities might include– Suppliers, Customers, industry guides. – Sponsor Stuff and get a link from their site.– Target relevant sites.

Linking OpportunitiesLinking Opportunities

• Conventions. – No matter what your industry, conventions are a part of it.

Conventions are often filled with people who control relevant websites.

• Professional gatherings. – These gatherings could be planned events or more casual

affairs, but people representing relevant websites are likely to be in attendance.

• Parties. – Even at the most general gatherings, you’ll encounter people

with websites. Often, people who have little or no knowledge of the search-engine implications are happy to offer a link.

• Travel.– If the guy next to you is a windbag, you might as well nudge

the conversation towards websites and links.

Linking and Social NetworksLinking and Social Networks

In order to get more links to your website from other trusted websites, consider LinkedIn.

Many of your employees and friends might already be using LinkedIn as a networking tool. But they may not have links from their profiles to your website.

• Facebook Account• Facebook Fan

Page• Twitter Account• Use Badges

DirectoriesDirectories

Linking-CompetitionLinking-Competition• Link Checking Tools–Yahoo Site Explorer–Linkscape–LinkDiagnosis–Linkcheck (net concepts)

•Check backlinks to other sites•Via Google, MSN, Yahoo

– link:www.yourdomain.com

Yahoo requires the http://–link:http://www.yourdomain.com

–Yahoo also has a special command that will show you all the links to an entire web site. –Linkdomain:www.yourdomain.com.

•Now you can see all the links to the home page and sub-pages in a web site.

–Remember sub pages also.

National University Links

Link Bait BlogsLink Bait Blogs

• “Stinking linking” versus “Creative Thinking”

• “Link Bait is more or less anything you create anywhere on the Web that inspires other people to link to it”. ‘Link baiting’, as the rather unattractive term implies does have negative connotations 

This is Where Blogs Come InThis is Where Blogs Come In

• Blogs are about text• Blogs are ever

changing content• Blogs are

participatory• Blogs cross link

2-Ways to be a successful blogger

Some say that WORDPRESS (blog software) is the most perfectly SEO’d software in the market

Become successful

Become a Blogger

Become a Successful

Blogger

Become a Blogger

Become Successful

Become a Successful

Blogger

It’s Easy!!

On Page Optimization-What to doOn Page Optimization-What to do

• Use Google’s Webmaster Tools• DIY or purchase the service• Maximize effort without going overboard

– You can obsess about on page SEO

• SEO must result in good user experience– You are serving two masters– Having a SiteMap (example)

• Determine keywords for each page• Get your title and description right for each page• Write good copy• Links, links and more links (you gotta be important!)

Purchasing SEO ServicesPurchasing SEO Services• Educate yourself • Fee structures and budget

– Most offer a range of packages – Cost IS NOT the primary factor. – Pay more does not necessarily

mean better SEO. – Pay less may not necessarily be

providing you the proper services.

• Location– The location of the firm largely

depends on your comfort level.

• Client testimonials and references

• Guarantees– Most good firms won’t guarantee

top position results and shouldn’t.

– Should be about increasing your traffic and rankings

• Ethics / Spam– Paramount Importance– Unethical practices

• Reporting and success measurement– How long will it take to see

results?– What type of reports will the SEO

firm furnish and how often? – How will success be measured? – Will a maintenance plot be

included?