How to Rank in Search Engines - 3 SEO Techniques For Your Website
Search Engine Marketing - Search Engines Background and SEO Introduction
35
Let’s Go Back - Understand
-
Upload
jon-rognerud -
Category
Education
-
view
4.434 -
download
2
description
Author Jon Rognerud discusses the emergence of search, use of search engine optimization, seo tactics and seo tips for immediate use. Presented at the WPA publishers conference in Los Angeles, California
Transcript of Search Engine Marketing - Search Engines Background and SEO Introduction
Let’s Go Back - Understand
SEO HISTORY & DETAIL 2008WPA CONFERENCE
SEARCH ENGINE MARKETING
JON ROGNERUDwww.jonrognerud.com | [email protected]
Quick backgrounder…Jon Rognerud
Founder ChaosMap.Com Entrepreneur SEO Columnist Author “Ultimate Guide to
SEO” (*New: Amazon, Bookstores)
Designed/wrote search engine licensed to Expedia/Microsoft
20 yrs software dev & consulting
Organization / Presentation Intro 35slides x 1 min & butterfly Importance of Search +
Trends SEO Overview + Specifics Opportunities for you SEO Demo / Analysis Questions along the way
Before We Begin…Why we focus on search engines:
Check out the marketplace!
Portions of user basecan view your websiteFOR FREE! **(if done right, also targeted = conversion)
Organic is top of show!Enquiro / marketingsherpa
B2B Buyers Start With Google
Morgan Stanley Internet Trends ‘08
Internet Trends 2008 - Continued Blended Search / Universal Penetration by Type ==== Video & News dominate
Query Share, Suggesting High Intensity
http://blogs.mediapost.com/search_insider/?p=761 (Search Insider)
Out of 1.2 billion queries surveyed, 220 million (17 percent) contained a Universal search results. 87 million people searched during the measured period, and 58 percent saw a natural search placement. Within the Universal results, individual placements broke out this way: Video 38% News 34% Images 19% Multiple placements 15% Maps/Stocks/Weather 10% http://www.webguild.org/images/InternetTrends031808.pdf
(Morgan Stanley)
Trends in search : Search 1.0
Trends in search : Search 2.0
Trends in search : Search 3.0 / Blend
Google’s Approach - Universal
Local Search – Before & After
Universal Search Results
Click performance – to conversion:
No universal still highVideo & News close seconds
Vertical Search Blog Search Book Search Catalogs Code Search Directory Finance Images Local/Maps News Patent Search Product Search Scholar Video Web Search
Vertical Search Opportunities in Google
International
Opps/threats – Good SEO Matters!
TRADITIONAL MARKETING NEW WAY OF MARKETING
Common Pitfalls Path To Success-No strategy-Lack of support, resources-Poor Coordination
-Inappropriate Content-Being overly promotional
-Sell upper management-Buy in from all key depts.-A “give to gain” philosophy-Find the right people-Testing-Oversight-Measuring Results
SEO – Top Level BreakdownWhat – the “definition” - volume, quality of traffic & free Art, science, business skills (organic, algorithmic)
Who - the “players” - Searchers, Search Engines, Websites: The magic triangle:
1. Know your audience, 2. Know search engines (no spam), 3. Create search engine friendly
websites …. (and of course, user friendly
sites!)
How – “tripod”: Content, Link Popularity, Link Reputation The least “imperfect site” on the web wins! Manage balance of all three – content is King
SEO – The Essentials - Snapshot
Keyword Research – “what do people type to find you”?
http://tools.seobook.com/keyword-tools/seobook/
WordTracker (http://freekeywords.wordtracker.com)
Google Keyword ToolsAnalysis – yours & the competition
Content – “mapping keywords to content that matches”
Keyword densityLong tail (“the belly”)Onpage factors (Title, Description, H1,
etc)Links – “links and links to describe your page/anchor text”
Authority/trusted links bestBeware of “rel=nofollow” (html code)PageRank not interesting, traffic +
action matters
SEO – The Essentials – Details - Page
ONPAGE – “html and content”Page Titles: keyword rich, 1-3 keywords, variationsMeta Tags: keywords + descriptionBody Text: keyword density, proximity, prominenceHeadings: H1, H2, H3Images: Fast loading, descriptive URLs, ALT attributesInternal Links: relevant, keyword richSitemap: easy to follow – users and search enginesLanding Pages: User friendly, call to action, fast load
FIGURE: “How bots read pages”
SEO – HTML OVERVIEW
SEO – Results (SERPs) SE Result Pages
SEO – The Essentials – Details - Links
OFFPAGE – “links”External profiles: a) Get links from relevant, topical themes. b) Links from high authority sites & hubs best. c) Directories (yahoo, dmoz, gimpsy, joeant) d) Reciprocal still valid if measured e) Research the competition and their links f) Use Yahoo Site Explorer to check links g) Use www.marketleap.com/publinkpop/ h) paid links, bartered links, blogs, socialSUCCESS TIP: Articles and Press Releases. Google is considered an off-page engine, and 75% of rankings come from links.
REMEMBER - Recommendations from friends:“I know Jon Rognerud”, “Jon Rognerud isan SEO expert”, Seth Godin: “Rognerud is an SEO Expert”
SEO – The Essentials – LINK BOMBS
OFFPAGE – “links”
Things you can do today, to take advantage of the search market place…
AND NOW … YOUR OPPORTUNITIES!
TIPS YOU CAN USE - FLAVORS Keyword Research Competitive Research & Analysis, organic, paid, pages Open Google Adwords account, bid aggressively, determine
traffic, value, and budget: (http://searchmarketing.yahoo.com/calculator/roi.php)
Create Google Webmaster Console Acct, create sitemaps, check diagnostics and much more..
Blended Search Vertical Search Onpage Traditional factors - always Be flexible, room to adapt, test, test, test – rinse, wash, repeat Identify the “who” in the conversation (get links!)
*cool tool:touchgraph.com
TIPS YOU CAN USE – BAIT & VIRAL First Mover Advantage – Get the news first Compilations of news, resources, top x lists Exposing stories – controversy, humor, weird Videos – Coke/Mentos, Will It Blend - Viral Widgets / Gadgets – “websites within websites”
Interactive ads, lead generators, awareness builders, news/pr vehicles
Reputation Improvers Blended Search Onpage Tradt’l. Offpage Links to quality content
FINAL – Start Today! Not magic or rocket science Quality (!) content in focus, build partnerships
(links) Read forums + blogs + industry verticals SEO tools – see chaosmap.com resources section Be focused, start small – work upwards Blended Search (image, news, video, maps,
products…) Track all (analytics) and “Test everything. Assume
nothing.” Will take time, 1-6+ months, depending on
competition
Resources http://www.amazon.com/exec/obidos/ASIN/
0470113456/freshspotpubl-20 http://www.seomoz.org/article/search-ranking-
factors www.searchengineland.com www.searchenginewatch.com www.searchengineguide.com http://www.work.com/learning-search-engine-
optimization-1053/
THANKS ALSO TO:HUBSPOT.COMSEARCHENGINEWATCH.COMSEMPO.ORG
WWW.JONROGNERUD.COMwww.jonrognerud.com | [email protected]
