On Page SEO Anyone can do this!. Copyright 2009 Premazon Internet Business Consulting Legal...

On Page SEOAnyone can do this!

Copyright 2009 Premazon Internet Business Consulting

Legal Disclaimer

･ No income guarantees or promises of any type are being made.

･ Your results will vary and you can easily fail to make money, fail to increase the betterment of your website, fail to improve the page results of your website, or fail to increase the return of investment using pay per click. The results and techniques shown were taken from reliable sources but I cannot guarantee their accuracy. The information presented is for illustrative and informational purposes only. These statements apply to any and all slides in this series. Use these techniques and strategies at your own risk.

･ Search engine algorithms run on a unique combination of advanced hardware and software and are not made public. A risk of exclusion from a search engine exists when a search engine views your web site(s) as an unfair manipulation of their service. Many search engine strategies, to improve search engine placement, including the information presented here, poses such a risk.

･Making decisions based on any information presented should be done only with the knowledge that you could experience significant losses, make no money at all, and not improve your search engine ranking.

･ You agree that Premazon Internet Business Consulting, Course, and Ann Premazon are not responsible for the success or failure of your business decisions relating to any information presented.


Agenda

Introduction – When ever Dori say’s

Overview of the Parts - When ever Dori say’s

Finding and Understanding Keywords - When ever Dori say’s

SEO (Search Engine Optimization) - When ever Dori say’s

Analytics - When ever Dori say’s


Introduction

Let me introduce myself

Dori’s Rockstar Bitch

Today you will gain a clear understanding of onsite optimization

Today you will gain a clear understanding of finding keywords

Today is about learning how to have each page with a site get recognized in the search engines.


Overview of the Parts

Content

ROI

Call to Action

Analytics

Keyword

URL

PPCGraphics

SEO

Calls

Meta Tags PR

Clicks

Browser

FaviconSite Map

Indexed

Cached

Links

Search Engines

Vendors


Browsers

Surfing the web is made possible by Web browsers. Browsers are basically software programs that allow you to search for and view various kinds of information on the Web.

The top Browsers are: Internet Explorer Safari Mozilla Firefox

Google’s new Browser: Chrome


Browsers


Favicon

Favicon www.12steprecovery.com A favicon is a small image that is shown inside the

browser's location bar and bookmark menu when your site is called up. It is a good way to brand your site and increase it's prominence in your visitor's bookmark menu.

Favicon’s can also be saved in some browser favorites

http://www.12steprecovery.com/


Google Above the Fold


Google Image 2

Identifying Keywords


- What We See


- What Google Sees

To a Search Engine content is text inside html tags

Title Tag <title>Premazon Internet Business Consulting, Pay Per Click (PPC), Search Engine

Optimization (SEO), Seal Beach</title>

Description <meta name="description" content="Ann Premazon at Premazon.com Internet

Business Consulting, specializing in web strategies, PPC and SEO in Seal Beach. "/>

Keywords <meta name="keywords" content="Pay Per Click, Yahoo Search Marketing, Google

Adwords Professional, Search Engine Optimization, Premazon.com, web strategies, Seal Beach, Ann Premazon, Google Adwords, Yahoo PPC, PPC" />


- What Google Sees


- Golden Triangle Heat Map Studies


- Study for Organic Rankings

The Golden Triangle - key location on Google for visibility as determined by the eye activity in the study is a triangle that extends from the top of the results over to the top of the first result, then down to a point on the left side at the bottom of the "above the fold" visible results. This key area was looked at by 100 percent of the participants. In the study, this was referred to as the "Golden Triangle".

Generally, this area appears to include top sponsored, top organic results and Goggle's alternative results, including shopping, news or local suggestions.

Visibility dropped quickly with organic rankings, starting at a high of 100% for the top listing, dropping to 85% at the bottom of the "above the fold" listings, and then dropping dramatically below the fold from 50% at the top to 20% at the bottom.

There seems to be a "F" shaped scan pattern, where the eye tends to travel vertically along the far left side of the results looking for visual cues (relevant words, brands, etc) and then scanning to the right if something caught the participant's attention.

* http://www.eyetools.com

Keyword Meta Tags

Are keyword meta tags important?

Matt Cutts Answers

http://googlewebmastercentral.blogspot.com/2009/09/google-does-not-use-keywords-meta-tag.html

Choosing Keywords

1. Start with a list of all words you can come up with that are relevant

2. Look at your competitors list of keywords from their site

3. Use Keyword Tools

Keyword Traffic

1. Use tools to see how much traffic for the keywords chosen.

2. Then see if you have content, products, design, theme to support the keywords chosen.

3. Remove unwanted keywords.

Keywords for Onsite SEO

1. Targeted – ford mustang 4 door GTO

2. Broad – ford mustang

3. Become an authority – Google decides when your site is relevant enough for targeted keywords to begin to show for broad keywords.


Adwords Keyword Tool


Wordtracker Free Keyword Lookup


Keyword Discovery Free Tool


Niche Watch


Tools for Identifying Keywords

Adwords Keyword Tool https://adwords.google.com/select/KeywordToolExternal

Free Keyword Lookup http://freekeywords.wordtracker.com/

Keyword Discovery http://www.keyworddiscovery.com/search.html

Niche Watch http://www.nichewatch.com/

https://adwords.google.com/select/KeywordToolExternal

http://freekeywords.wordtracker.com/

http://www.keyworddiscovery.com/search.html

http://www.nichewatch.com/


- Know your Competitors

Run these tools on your competitors website

Look for low hanging fruit What terms can you easily own? What theme can you win?

Sign up for competitors newsletters, post on their site if you can

Who are your competitors on the Internet?

Where are your competitors on the Internet?

What content, keywords, or links do they have?


- Operators for Quick Check

site:www.yourdomain.com Google

link:www.yourdomain.com Yahoo

allintitle:keyword - Google Page One Guarantee Google

intitle:keyword - Google Page One Guarantee All the Web

Check your site and your competitors

http://www.google.com/search?hl=en&q=site:www.macreviewsblog.com&btnG=Search

http://siteexplorer.search.yahoo.com/search?p=http://www.12steprecovery.com&bwm=i&bwmf=u&bwms=p&fr=yfp-t-120&fr2=seo-rd-se

http://www.google.com/search?hl=en&q=allintitle:Guarantee+Page+One+Placement&btnG=Google+Search&aq=f&oq=

http://www.alltheweb.com/search?cat=web&cs=iso88591&q=intitle:Google+Page+One+Guarantee&rys=0&itag=crv&_sb_lang=pref

On Page SEO


- Search Engine Optimization

What is SEO?

Understanding Site Structure

Call to Action

Links

On-Page Optimization

Off-Page Optimization

Setting SEO Goals

Track, Test, Make Improvements



What is Search Engine Optimization (SEO)? Optimizing your website so targeted keyword search queries land on your

web pages, and those pages appear at the top of the search engines.

What is a Search Engine Marketing Firm (SEM)? A firm that works to optimize your website so it performs well in the

Search Engines

If your in this class – you are a freak of nature I like to call a Savvy Network Ruler (SNR)? A person who is a hybrid of many methods but has one call – Rule their

niche!



What a SEO is not: A Quick Fix Buying Advertising The magic traffic bullet of thousands of visitors SEO is NOT FREE

Even when you do the work yourself


Search Engine

Chart US


- Study for Organic Rankings

Organic Ranking Visibility(shown in a percentage of participants looking at a listing in this location) Rank 1 100%

Rank 2 100%

Rank 3 100%

Rank 4 85%

Rank 5 60%

Rank 6 50%

Rank 7 50%

Rank 8 30%

Rank 9 30%

Rank 10 20%



- Study for Sponsored Search

In searches where top sponsored results are returned in addition to right sponsored ads, the top ads received much higher visibility, being seen by 80 to 100% of participants, as opposed to 10 to 50% of participants who looked at the side sponsored ads.

On side sponsored ads, the top ranked results received much more in the way of both eye activity and click through. About 50% of participants looked at the top ad, compared to only 10% who looked at ads in the 6, 7 or 8th location on the page.

Side sponsored ad visibility(shown in percentage of participants looking at an ad in this location) 1 50% 2 40% 3 30% 4 20% 5 10% 6 10% 7 10% 8 10%



Heat Map Studies

GOOGLE


Heat Map Studies

MSN


Heat Map Studies YAHOO


- Heat Map Studies Info

Most Web pages are scanned, not read

Images trump left-to-right reading

Keep important images on the left

The upper-left corner is always seen

Captions are high-readership

Hyperlinks capture attention, underline works regardless if you can click through

Lose the navigation on landing page* Marketing Sherpa


- SEO Site Structure

URL Structure Make it a sentence Use keywords

http://www.premazon.com/pay-per-click http://www.hopelinks.net/dual-diagnosis/california.html

http://www.hopelinks.net/dual-diagnosis/california.html

http://www.hopelinks.net/dual-diagnosis/california.html

Themes and Silos

Theme & Relevant Content If site theme is about cars, content should be about cars

Silo System• If car site has classic cars, new section theme & content should be about classic cars• http://www.yourdomain.com/classic-car.html• http://www.yourdomain.com/classic-car/convertabiles.html• http://www.yourdomain.com/classic-car/4-door-automatic.html• http://www.yourdomain.com/classic-car/2-door-coupes.html• http://www.yourdomain.com/classic-car/sports-edition.html

• http://www.yourdomain.com/antique-car.html• http://www.yourdomain.com/antique-car/woodies.html• http://www.yourdomain.com/antique-car/chevy-camaro.html• http://www.yourdomain.com/antique-car/ford-mustang-gto-2-door-coupe.html

• http://www.yourdomain.com/specialty-cars.html• http://www.yourdomain.com/specialty-cars/ford-mustang-gto.html• http://www.yourdomain.com/specialty-cars/ford-mustang-coupe.html• http://www.yourdomain.com/specialty-cars/chevy-camaro.html• http://www.yourdomain.com/specialty-cars/dodge-charger.html• http://www.yourdomain.com/specialty-cars/mitsubishi-lancer.html• http://www.yourdomain.com/specialty-cars/mazda-mx3.html

Navigation Structure

Navigation Structure Main Navigation - Site Navigation

Top Pages, Most Important Secondary Menu - Less Important

About Us, Sitemap, … Breadcrumbs can be for bookmarks or third type of navigation


HTML made simple

All Tags are important - Here are a list of MUSTS Title Tags - Title of Page Description Tags - contains info from title and describes your

page Keyword Tags - contains all keywords from title and description

tags AND you will find them in the content on the page Robots Meta Tag - says yes or no to search engine Alt Tags - you see when you hover over an image H1 Tags - Your first title on the page


- Call to Action

Call to Action What do you want the user to do?

Buy Call Fill out a form Combination


Links

There are only Three Types of Links Internal Links - how internal pages link to each other External Links - Links coming to your site from other websites Outgoing - Links from your site out to another site

www.Yourdomain.com

OutgoingExternal


Links that Work

Search Engines like links

Internal links - in content, links in navigation, links on buttons to name a few Content seo writing, choose a keyword or phrase and use

that keyword as the link.

External links - from articles on other sites, from YouTube, Twitter, MySpace

Choose a keyword or phrase and use that as the link.

Outgoing links - choose wisely, choose an expert site (PR4), less is more Here you can link directly to an expert or use a keyword or

phrase.


PR Image

An art draw drawn by Felipe Micaroni Lalli ([email protected]).


- On Page Optimization

Step One – Analyze Your Needs. What do you want to accomplish What is the goal of the user experience What is your time frame

Step Two – Analyze Your Current Site. What is your current PR What keywords do you rank for? How is the design, architecture, content and linking structure? What keywords do you want to rank for?

Step Three – Analyze Competitors Websites. What is the PR of your competitors? What keywords does your competitors rank for? How is the design, architecture, content and linking structure of a competing site?


- Off Site Optimization

Links, More Links, Even More Links Blogs Articles Videos MySpace Twitter Buy Them Rent Them GET THEM


Set SEO Goals

The goal for a site that wants to rank for more than a single generic term is to selectively decide what their site is and is not about.

Rankings often are damaged in two major ways either by including irrelevant content or having too little content for a subject on a website.

Know Your Theme Do not be all things to all people

Know Your Subjects Know Your Competition Know Your Keywords

Track results, Test, Test Again, Make Improvements

Repeat


- SEO Tracking

What is SEO tracking? Tracking is when you can see the page in your site move up

in the SERP (Search Engine Results Page)

Page Rank in Google is NOT Page Rank for a Keyword in Google You can monitor your Page Rank for a keyword

Keyword Density Tools I use this tool – it is old school – and I feel best practice for

SEO! You can identify if the major themes are used throughout the Meta tags, Headings, ALT attributes and Body Content.

Use Information from Analytics and PPC to help with historical information


- Test, Make Improvements

A/B Testing I like to see a change, watch it for a bit and compare

BEFORE committing Numbers speak, look at analytics and see if the traffic

improved See if your rank improves in the SERP’s If you have a PPC account use it for testing advertisement

Make Improvements No website is perfect Look at competitors and adjust - the ideal solution is to

be least imperfect


- SEO Free Tools & Training Class

http://website.grader.com

http://www.bruceclay.com

http://website.grader.com/

http://www.bruceclay.com/

http://www.bruceclay.com/

SEO Suggestions!

1. Google Webmaster Tools

Video

2. Yahoo Site Explorer Search for siteexplorer yahoo Set up yahoo id Go submit a site Get code – save in text file Put on site and verify

How to add verify tags in WordPress

1. Find Header.php Go to your dashboard appearance editor Header.php Put in meta tag Save and verify


- SEO Conclusion

SEO is a process

The SEO process takes time

Site Structure is important

Call to Actions are a MUST!

Links - are a MUST HAVE

On-Page Optimization is about each page individually

Off-Page Optimization is a linking strategy that is always growing

Goals of SEO are to know your competition, then go get them, methodically and diligently

Track, Keep a history, Test, Repeat


Break


- Google Analytics

What is Google Analytics?

Overview of Google Analytics Features

Strategy - What is important for your company

Be Proactive not Reactive

Analytics Speak for them self

Urchin Software and Specialists


- What is Google Analytics?

Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. Improve your website return on investment, increase conversions, and make more money on the web.

Use Google Analytics to find out which keywords attract your most desirable prospects, what advertising copy pulls the most responses, what landing pages and content make the most $$ for you—and what problem areas prompt visitors to leave your site. You can use it to figure out your revenue and ROI for each campaign and referral source, your average click value and how much you should spend on each keyword.


- Overview of Google Analytics Features

Google Analytics has all the features you expect from an enterprise level web analytics offering—and then some: FREE! Spend your budget on marketing, not on

measurement Integrated with AdWords Dashboard

Keywords Paid, Organic, Total Bounce Rate, Time on site

Site Overlay Funnel Visualization GeoTargeting Compare one date range against another e-Commerce Reporting


AnalyticsDashboar

d


Site Overlay


AnalyticsGeoTarget


- Strategy - What is important for your company

Test, Analyze, Learn what’s best, Implement, Start Over

Getting Data is easy, what is done with the data is most important


- Analytics Strategy

Simple Questions for a strategy Why does the website exist? What are the Core Customer Experiences (CCE)? How do we know we are successful in each CCE? What are our Key Performance Indicators (KPI)?

Common KPI’s - measuring reach, acquisition, conversions, and retention

How do we know we are successful in each KPI? Can changes to any metric really improve our

outcomes?


- Be Proactive not Reactive

Analytical data is what we see after the fact

Learn your user activity

Don’t wait to see, ask if what you want can create positive data

Look at current trends working in your company and bring those ideas to your web analytics Example: Operation Manager meets weekly with COO to

discuss vender relationships and pricing You attend the meeting and see how you can implement a

similar strategy by testing if any of those vendors send traffic to your company


- Analytics Speak for them self

Depersonalize Decision Making Usually the highest paid person, owner, CEO is the final decision

maker You can explain til you are blue in the face why A is better than B,

but if they like B better or it is less expensive, many times they wil choose B

If you show the same person how they can improve their bottom line by true and accurate numbers - you have a better chance

Set Benchmarks that can be looked at over time

Experiment to improve customer experience

Leverage competitive analysis on and off site Buy their product, test their shipping, call their call center, look at

their web ads, traditional ads, get on their e-mail list, subscribe to their newsletter

How to ad Analytics to Wordpress

Go get Google Analytics Plugin at WordPress by Author: Joost de Valk

Install Plugin

Go to Google Analytics – get account – DO NOT JUMP AHEAD – VERY IMPORTANT!

Sign In and add site

Get code

Ad to wordpress in the plugin

Verify in Analytics

Questions I was asked to address

1. How do I manually track clicks on outbound links?

Google Analytics provides an easy way to track clicks on links that lead away from your site. Because these links do not lead to a page on your site containing the UTM JavaScript, you will need to tag the link itself. This piece of JavaScript assigns a pageview to any click on a link - the pageview is attributed to the filename you specify.

For example, to log every click on a particular link to www.example.com as a pageview for "/outgoing/example_com" you would add the following attribute to the link's <b_<a>> tag:</b_<a>>

<a href="http://www.example.com" onClick="javascript: pageTracker._trackPageview('/outgoing/example.com');">

It is a good idea to log all of your outbound links into a logical directory structure as shown in the example. This way, you will be able to easily identify what pages visitors clicked on to leave your site.

To verify that _trackPageviewis being called correctly, you can check your Top Content report 24-48 hours after the updated tracking code has been executed. You should be able to see the assigned pagename in your report.

Questions Continued

2. Who is the analytics expert?

Avinash Kaushik

http://www.kaushik.net/avinash/



Even More Questions

3.Can you track calls with Google Analytics

No – However – there are 3rd party tracking option Ifbyphone can plug into Analytics Mongoose Metrics can plug into Analytics Live Chat can plug into Analytics ClickPath and Who’s calling has own analytics

Wh

at d

oes a

fun

nel lo

ok like

?

How do I track e-commerce transactions?

Answer is to long so we will go here

Answer to question

http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55528

How do I use Google Analytics to track a 3rd-party shopping cart?

Answer again toooo long so we will go here

Answer

http://www.google.com/support/googleanalytics/bin/answer.py?answer=55532

Adwords and AnalyticsBefore you link your account, ensure that you've used the same email address for both your Analytics and AdWords account and that the AdWords login email address has Admin access on the Analytics account.

If you haven't used the same Google Account, simply add your AdWords login email address to your Analytics account as an Account Admin.

Next, in order to link your Google Analytics and Google AdWords accounts, you will need to have an AdWords account that is a Standard Edition.

Log in to your AdWords account & Click the Reporting tab and click 'Google Analytics.

If you don't have an Analytics account, click the Continue button to sign up for one.If you already have an Analytics account, click I already have a Google Analytics account.

Adwords and Analytics 2

From the Existing Google Analytics Account drop-down list, select the name of the Analytics account you'd like to link to. Can't see it there? You'll need to add your AdWords username to your Analytics account as an Account Admin.

Keep the checkboxes selected on this page, unless you're sure you'd like to disable auto tagging and cost data imports. Click Link Account. That's it!

Your two accounts are now linked. If you opted to keep auto-tagging turned on, Analytics will automatically tag your AdWords links for detailed campaign tracking reports. We'll also begin importing cost data from your AdWords campaigns for ROI calculations so you will be able to see your AdWords data in Analytics

How to add Tools from today to Joomla

Here is my dear sweet friend:Joe Moore

Business Web Basics

I launched my first product this year.

I am about to relaunch it.

If you want to take a peek – before the launch….

It is live at:

http://www.businesswebbasics.com

Bonus

My Private Access Club

September

Courage

http://www.privateaccessclub.com/members

http://www.privateaccessclub.com/members

That’s All Folks

On Page SEO Anyone can do this!. Copyright 2009 Premazon Internet Business Consulting Legal...

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Transcript of On Page SEO Anyone can do this!. Copyright 2009 Premazon Internet Business Consulting Legal...