Post on 31-Aug-2014
description
Search Engine Optimization 101
Eric Layland - Point It January 21, 2009
Presentation AgendaAbout Point It
• Launched in April 2002
• Seattle’s largest
independent search
marketing firm
• 12 team members, 40+ yrs
of SEM experience
• Servicing clients across all
verticals and revenue
models
• Search Engine Marketing
• An Introduction to SEO
• Crucial Factors in SEO
• Where to Start your SEO Project
• Selected Resources
• Q & A
Presentation AgendaAgenda
SEARCH ENGINE MARKETING
• Search Engine Optimization (SEO)
• Pay Per Click Advertising (PPC)
• Social Media Marketing (SMM)
• Online Reputation Management (ORM)
• Measurement & Analytics
Presentation AgendaElements of Search Marketing
Presentation AgendaWhat Does it All Mean?
ORM
ANALYTICS
*SERP: Search Engine Results Page
Presentation AgendaAnatomy of a SERP*
Presentation AgendaOrganic Listings & Paid Ads
Presentation AgendaHow Does SEO Work?
HOW DO I MAKE IT WORK?
Presentation AgendaVital Considerations
THIS STUFF(e.g. Your Website)
• Keyword Targeting
• Page Title Tags
• Meta Description Tags
• Improve URL Structure
• Site Navigation/Architecture
Presentation AgendaOn Page Factors
1.Brainstorm
� Ask customers & co-workers
� Visit high ranking competitors
2.Take your Marketer hat off
� Problem your company solves
� Describe the situation & solution
3.Are analytics are available?
� Review site logs, if not…
� Google Analytics (free) & collect data
Presentation AgendaKeyword Research
Help is Available! Useful low cost toolsPresentation AgendaKW Research – Phase 2
Tools to Help
• Google Keyword Tool – free
• WordTracker – small fee, KEI index
• SEOMoz.org – small fee, multiple SEO tools
• Live Search (MSN) – multiple free keyword research tools
• SpyFu.com – helpful for competitive & PPC data
• Trellian – a limited free service or subscription options
• WebCEO – multiple features, free & pay versions
• Organize your list
• Narrow your list. Review several times.
� Think hard about your ideal visitor
� Use a variety of filters to refine your list
� KEI values for relative competitiveness
� Weed out terms that are too broad, off target, etc.
� Test terms in a pay per click campaign
• Zero in on 15-25 keyword phrases that are most relevant.
• Ongoing process. Evolves with time & learnings
Presentation AgendaKW Research - Now What?
• Meta Data = Data About Data
• Page Title Tag
� Summarizes the page’s content
� Appears as the headline in search results
� From page HTML
<title> Keyword Rich w/call to action or brand</title>
• Best Practices
� Create a unique descriptive title for every page
� Include a keyword or two, no more
� Avoid vague titles (i.e. Home Page, Products)
� Recommended 50-60 characters
Presentation AgendaPage Title Tags
• Meta Page Description� Summarizes the page with opportunity for more detail
� Appears as text below Hyper Linked Title Tag on SERP
� Support the headline & work in 1-3 keywords
� Google may supply a description for you
• Best Practices� Craft unique descriptions for every page
� Support concepts in the Page Title
� Influence using HTML <meta name="description" content=“A keyword rich
description of products available on this page. Write it like an ad and include a call to action." />
� Recommended 150 -170 characters
� DO NOT use keywords excessively
Presentation AgendaMeta Description Tag
Presentation AgendaMeta Page Descriptions
Presentation AgendaExample Titles & Descriptions
“antivirus software”
“handcrafted belt buckles”
Presentation AgendaImprove URL Structure
URL Structure Tips
• Avoid using unintelligible tracking strings URLsExample from HP. Search query: “high end servers“
http://h20341.www2.hp.com/integrity/cache/342254-0-0-0-121.html
Preferred: http://www.hp.com/servers/integrity/hp-high-end-servers.html
• Work relevant keywords into directory names
• Links to your site may be taken from URLs. � Improves link anchor text
� Better for users and search engines
• Keywords in URLs are highlighted on SERPs
Presentation AgendaImproving Site Navigation
• Include a site map� HTML page on site for user navigation
� Less needed for engines but helpful
• Create an XML Sitemap for engines� Eases an engine’s crawling of your site
� Submit to each engine: http://www.xml-sitemaps.com/
• Organize site content in a hierarchy
• Use text for navigation� Engines don’t like Flash/Java heavy navigation
� Include a breadcrumb navigation option
Acme Products › Widgets › Industrial Strength Widgets
� Keyword rich internal links to assist navigation
• Link Building & Baiting
• High Value Content Distribution
• Search Engine/Directory Submissions
Presentation AgendaOff Page Essentials
Link Building is…� Acquiring in-bound link from reputable sites relevant to your
target audience
� Strategies & tactics which entice others to link to your site
Why is Linking Important?� Engines like links. Links drive traffic. Links improve visibility.
� Engines puts heavy emphasis on quality of inbound links
Create & Distribute Quality Content
Pursue High Value Link Partners as Biz Dev
Presentation AgendaLink Building
Sources of good links…� Look for sites with long established URLs
� Sites who have credible link networks
� Sites are related to your site’s content and audience
� .gov, .mil, .edu high value & seen as unbiased
� Vendors and partners
1,000 links for $29.95 !� If you see these offers….RUN!
� If you’ve done this…find the links and ask them to be removed
Presentation AgendaLink Building
• Widgets that cater to your audience� Mini-applications delivering value
� Includes a link back or directs traffic to your site
• Press Releases with SEO in mind� Submit to news organizations
� Associations, vertical directories, etc.
• Leverage RSS to distribute relevant articles (product/corp news, promotions, events,
new resources, etc.)
Presentation AgendaContent Distribution
• DMOZ.org – The Open Directory Project
• Yahoo! Directory - $299/year
• Others – not all appropriate for every site� Business.com - $299/year
� Best of the Web - $249 one time or $99/year
� StartingPoint (http://www.stpt.com) - $99/year
� ExactSeek.com – free
� Industry Vertical Directories
Presentation AgendaEngine/Directory Submissions
HOW TO START YOUR SEO PROJECT
Presentation AgendaStarting Your SEO Project
Options Exist
OR
It’s your choice.
• Align the Team: Marketing, Dev & IT
• Outline Goals and Objectives
• Keyword Research
• Evaluate Current Site’s Content, Navigation & Structure
• Install Website Analytics
• Review Recent Traffic Patterns
• Link Opportunity Research
• Baseline, Benchmark & GO!
Presentation AgendaLaunching Your SEO Project
Presentation AgendaSEO Project Timeline
Activity Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Project Scoping X
Research & Planning X
Site Content Review X
Site Technical Review X
Optimization Recommendations X X
Implementation Project Management X X
Link Building Strategy X X
Reporting Systems X
Monthly Monitoring X X X X
Content Analysis
H1 Tags
Redirects
URL Structure
Keyword & Phrase Use
User Site Map
Site Configuration Files
Image Optimization
Video Optimization
PDF Optimization
Presentation AgendaBeyond SEO 101
Benchmarking
PageRank
Keyword peformance
Inbound linking analysis
Search engine saturationSocial Media• Where to find resources• Best practices• Tracking activity• Emerging issues
SEO RESOURCES
SEO News• http://searchengineland.com/
• http://searchenginewatch.com/
• http://www.imediaconnection.com/seo/index.asp
Key Blogs / ForumsRand Fishkin:
http://www.seomoz.org/blogAaron Wall: http://www.seobook.com/John Battelle: http://battellemedia.com/DigitalPoint:
http://forums.digitalpoint.com/SEMPO.org: http://www.sempo.org/home
Presentation AgendaSEO Resources
SEO Tools• Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
• WordTracker
http://www.wordtracker.com/index.html
• SEOMoz - http://www.seomoz.org/tools
• Live Search (MSN) http://adlab.msn.com/Keyword-Forecast/default.aspx
• SpyFu – http://www.spyfu.com
• Trellian -http://www.keyworddiscovery.com/
• WebCEO - http://www.webceo.com
Eric Layland
Point It – Vice President
206-973-5485
ericl@pointit.com
Presentation AgendaQ & A
Keep your eyes on your inbox for an invitation to our next webinar:
Integrating Search &
Email Marketing
APENDIX
Presentation AgendaSEO vs. Paid
Organic Results Element Paid Ads
50-60 recommended Headline 25 max
160-170 recommended Description 2 lines 35 each max
• Meta description tag• Scraped/cobbled from website• DMOZ directory
Source of Description Written Advertising Copy
Actual Page URLPulled from website
Display URL Root domain + customized after “…com/”
Like PR
“My site is cool, like me.. Please!”
Traditional Marketing Analogy
Like a media buy
Target your audience & make the buy
Very good and getting better. Measurability Precise to the penny and keyword
Arguably better ROI but takes longer to realize. Not free traffic.
Program Returns & Cost Excellent ROI achieved quicker -requires significant maintenance
Presentation Agenda404 Error Pages
HELP YOUR VISITORS!
Just say “NO” to defaulterror pages.
Presentation AgendaUseful 404 Ideas
Help your visitor get back on track. Be creative and offersuggestions
Presentation AgendaToday’s Presenter
Point It co-founder
12 Years Interactive Marketing
10 Years Client & Agency Side Search Marketing
Responsible for Client Strategies & Business Development