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?