SEARCH ENGINE O

PTIMIZATIO

N

• H e l p i n g c u s t o m e r s s u c c e s s f u l l y m a r ke t o n l i n e s i n c e 2 0 0 6 .• We w o r k w i t h m o r e t h a n 1 , 8 0 0 c l i e n t s , d i r e c t l y a n d a s a n

o u t s o u r c i n g p a r t n e r t o m a j o r n a t i o n a l m a r k e t i n g c o m p a n i e s .

• O u r c u s t o m e r s s u c c e s s f u l l y c o m p e t e o n l i n e .

• S e a rc h I n fl u e n c e :• 3 0 + f u l l - t i m e e m p l o y e e s• 4 0 + c o n t r a c t w r i t e r s

• Re p u t a t i o n :• A m o n g t o p 5 L o c a l S e a r c h e x p e r t s i n t h e c o u n t r y• L a r g e s t O n l i n e M a r k e t i n g fi r m o n t h e G u l f C o a s t• N a t i o n a l l e a d e r i n S o c i a l M e d i a f o r l o c a l b u s i n e s s

About Search Influence

Assumptions

• Websi tes are an aff ordab le and important par t o f your market ing mix .

• Everyone (every target market ) i s on l ine .

• A webs i te i s worth less i f no one can fi nd i t .

• People use search eng ines (Google) to fi nd s tuff on l ine .

Deconstructing Google

Paid Search Results

Local Search Results

Organic Search Results

Source: Optify Study, December 2010

37 % of clicks go to the #1 position

60% of clicks go to the top 3

90% of clicks go to sites on page 1

Why is SEO Important?

SEO and The Long Tail

• Local / Long Tail Searchers are Buyers

• Zappos is the only one winning with “Shoes”

Commercial Truck Tracking

Baton Rouge Signs

Baton Rouge Signs

Huntsville Homebuilder

Google Domination

Google Domination

Te c h n o l o g y C o n s u l t i n gH e a l t h I n f o r m a t i o n P l a s t i c S u r g e o nG e n e r a l I n f o r m a t i o n

s i t eE n v i r o n m e n t a l

N o n p r o fi tH a i r S a l o nM a r k e t R e s e a r c hL u x u r y C a r D e a l e rS t o c k 3 D g a l l e r yP o l i t i c a l F a n S i t e2 Y e l l o w P a g e s

d i r e c t o r i e s

Google Domination

A l m o s t 1 m i l l i o n o r g a n i c v i s i t s o v e r t h e c o u r s e o f a y e a r

The SEO Basics

• On-s i te opt imizat ions• Keyword se lec t ion• Conten t

• Off -s i te opt imizat ions• L inks

The SEO Basics - Keywords

How do peop le search the in ternet for your bus iness?

Cons iderat ions :• Search vo lume• Compet i t i on• True mean ing o f keywords

The SEO Basics - Keywords

• Search Volume • Use too l s

h t t p s : / / a d w o r d s . g o o g l e . c o m / s e l e c t / Ke y w o r d To o l E x t e r n a l

• Examp le : compute r repa i r bus iness

The SEO Basics - Keywords

How do peop le search the in ternet for your bus iness?

Cons iderat ions :• Compet i t ion

The SEO Basics - Keywords

The SEO Basics

CONTENT

The SEO Basics - Content

• AT A MINIMUM, answer the fo l lowing quest ions (and say i t w i th keywords) !• What i s you r name?• What do you do?• Where do you do i t ?

The SEO Basics - Content

The SEO Basics - Content

• Make sure your keyword i s not on ly in the content , but tagged throughout your page.• Ti t l e tag• H1 tags• Meta desc r ip t i on• Image a l t tags

DON’T BE SPAMMY

The SEO Basics - Content

The SEO Basics - Content

The SEO Basics - Links

• L inks are REALLY important .

• Page Rank i s the or ig ina l Google a lgor i thm.

• The more l inks you have and the h igher the qua l i ty o f those l inks , the bet ter.

The SEO Basics - Links

The best l inks…• Are f rom the s i tes w i th the most l inks

po int ing to them.

• L ink the keyword you want to assoc iate w i th that page (anchor text l ink) .

The SEO Basics - LinksEXAMPLEK e y w o r d : 2 4 h o u r r e s t a u r a n t s n e w o r l e a n s

S i t e : h t t p : / / w w w. n o l a 2 4 7 . c o m /

The SEO Basics - LinksK e y w o r d : 2 4 h o u r r e s t a u r a n t s n e w o r l e a n s

S i t e : w w w. n o l a 2 4 7 . c o m

R a n k – G o o g l e O r g a n i c

To t a l A n c h o r Te x t L i n k s

The SEO Basics - Links

What eff ect d id increas ing my rank have on t raffi c?

The SEO Basics - Links

What eff ect d id increas ing my rank have on t raffi c?

Acqui red anchor text l inks for the fo l lowing:

new orleans 24/7 restaurants24 hour restaurants new orleans24 hour locations new orleans24 hour food new orleansnew orleans 24 hour locations

The SEO Basics - Links

V i s i t s F r o mS e a r c hE n g i n e s

A v e r a g eP o s i t i o nI nG o o g l e

The average position of the 5

previously mentioned keywords

The SEO Basics - Links

• HOW TO GET L INKS?• Pub l i sh con ten t tha t peop le wan t to l i nk to .• Pub l i sh con ten t e l sewhere , and l i nk to you r

s i te .• L i s t you r s i te i n d i rec to r i es .• Leve rage you r PR.• Do a p resen ta t ion f o r D r. B lack and hope i t

y i e lds a l i nk f rom bus . l su .edu , a power fu l doma in .

The SEO Basics

• Se lect the r ight keywords .

• Bui ld re levant content .

• Get re levant l inks po int ing towards that content .

• Don’ t be spammy.

Google’s Algorithm

• In the past , Page Rank was the a lgor i thm.

• Now, Page Rank i s jus t a component .

Google's Algorithm

“Today we use more than 200 s igna ls , i nc lud ing PageRank , to o rde r webs i tes , and we update these a lgor i thms on a weekly bas is” - Goog le

Google's AlgorithmS igna l s

• I nbound l i nks• Anchor tex t• Conten t and metada ta• Doma in name

Google's AlgorithmS igna l s

• I nbound l i nks• Anchor tex t• Conten t and metada ta• Doma in name• Soc ia l s i gna l s• Usage da ta• Loca l s igna l s• Conten t qua l i t y

Google Alg - Social

• # of ( re ) tweets and Facebook shares

• Author i ty o f those shar ing

How shou ld SEOs make th is happen for c l ients?

h t t p : / / s e a r c h e n g i n e l a n d . c o m / w h a t - s o c i a l - s i g n a l s - d o - g o o g l e - b i n g - r e a l l y - c o u n t - 55 3 8 9

Google Alg - Social

• # of ( re ) tweets and Facebook shares

• Author i ty o f those shar ing

How shou ld SEOs make th is happen for c l ients?

• Encourage c l ients to manage the i r own soc ia l accounts and pub l i sh in terest ing content .

h t t p : / / s e a r c h e n g i n e l a n d . c o m / w h a t - s o c i a l - s i g n a l s - d o - g o o g l e - b i n g - r e a l l y - c o u n t - 55 3 8 9

Google Alg – Usage Data

• Bounce rate

• Cl ick - thru rate

Google Alg – Usage Data

• Bounce rate – How often does someone c l i ck on your l ink , load the page, and immediate ly h i t the back but ton .

• Cl ick - thru rate – How often your resu l t was actua l ly c l i cked on a SERP (search eng ine resu l ts page) .

Google Alg – Usage Data

Google Alg – Usage Data

From what we learned earlier, we can see that the 4th result on this page does

not get clicked nearly as often as results at this position on the page

should. This could justify Google removing the result

from page 1.

Google’s Ultimate Goal

To de l iver the best search resu l ts .

Google’s Ultimate Goal

To de l iver the best search resu l ts .

How do we take advantage o f th i s?

Google’s Ultimate Goal

To de l iver the best search resu l ts .

How do we take advantage o f th i s?

De l iver great content that i s h igh ly re levant .

Attract Links/Shares Naturally

T h i s a r t i c l e w a s b u i l t w i t h t h e i n t e n t i o n o f g o i n g v i r a l , a n d i t d i d , w h i c h a t t r a c t e d l i n k s o rg a n i c a l l y a n d m a n y d i g g s / l i ke s / s h a re s , m a k i n g t h i s p a g e p o w e r f u l t o l i n k o u t f ro m , a n d c o n t r i b u t i n g t o t h e a u t h o r i t y o f t h e d o m a i n .http://www.internettollfree.com/articles/would-your-mother-approve.html

Social Media

Social Statistics

Facebook (already out of date)

Importance of Social Engagement

Local Search Usage Study:15miles / comScore, Inc

Social Customers are Buyers

Local Search Usage Study:15miles / comScore, Inc

Questions?