SEO Isn't Just for Web Geeks
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SEO Isn’t Just for Web Geeks
Intelligent Content Conference 2013
PG Bartlett
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Today’s Discussion
Impact of your search rankings Factors that affect your search rankings Simple process to:
– Improve your content’s ranking in search engines– Increase your click-through rate
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What Do You Write?
Pre-Sales Information Post-Sales Information
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Why Improve Findability?
Pre-Sales Information Post-Sales Information
Increase Revenue Improve Support
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Google Isn’t Everything
Google; 66.9%
Bing; 16.0%
Yahoo; 12.2%
Ask; 3.2% AOL; 1.8%
US Search Market Share
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Google Isn’t Everything
Baidu; 73.0%
Qihoo; 9.6%
Sogou; 7.8%
Google*; 4.7%Soso; 3.7% Bing; 0.5%
China Search Market Share * Google left China in 2010
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Google Isn’t Everything
Alfresco says 75% of queries on their support knowledgebase come via Google
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SEO Goal: Visibility
Organic search results
Google AdWords (Paid advertisements)
SERPs = Search Engine Result Pages
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HP
Fujitsu
IBM
IBM
HP
CTR
Higher Rank = Higher Click-Through Rate
“Heat map” shows where users’ eyes spend time
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Average Click-Through Rates (Google)
1 2 3 4 5 6 7 8 9 100%2%4%6%8%
10%12%14%16%18%20%C
lick-
Thr
ough
Rat
e
SERP PositionData from Slingshot SEO
1st position 4x better than 4th
2nd position 2x better than 4th
3rd position 1.5x better than 4th
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HP
Fujitsu
IBM
IBM
HP
IBMCTR 10% (= 810 qualified visits)
FujitsuCTR 5% (= 405 qualified visits)
Conversion rate on website: 0.3% 2.4 transactions, new customers 1.2 transactions, new customers
Avg. Transaction $8000 Revenue+ $19,200 / month Revenue+ $9,600 / month
8100 searches / month“unix servers”:
What’s the Value of a Higher Ranking?
Pre-Sales Information
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What’s the Value of a Higher Ranking?
Optimized support articles:
Impact on customer satisfaction & retention?
Post-Sales Information
100%
Hits
30%
Calls
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Important Factors for Search Rankings
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Keeping Up With
Search engines want to deliver relevant results 2011: Panda – focused on “quality” content
– Original (unique)– Authoritative– Substantial– Linguistically correct– Few ads
2012: Penguin – focused on spam– Keyword stuffing– Link stuffing
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On-Page Optimization – Under Your Control
Content quality Keyword placement
– Title– Headings (H1, H2)– Links– Description (meta tag)– Most important keywords first– Maximum number of keywords: 2 to
20 Keyword density?
– Don’t overdo it Title
– Unique– 140 characters
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But My Authoring Tool Has No Title Tag!
Then you’re not authoring in HTML So you must learn how your content transforms to HTML Specifically, how do you generate:
– Title– H1 & H2 headings– Meta description
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Off-Page Optimization – Under Others’ Control
Links from other high-quality sites to yours
Social links
Server location & performance
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Your SEO ProcessImprove Rank & CTR
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Improve Rank
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SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• What do your customers search for?
• What are profitable keywords to optimize for?
• What are my competitors doing?
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You think of keywords
Google suggests others…
Google AdWords account/Tools & Analysis/Contextual Targeting Tool
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SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• Determine target keyword list
• Group keywords (for example: product-related keywords)
• Group for language and region
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SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• Select 1-3 keywords for each page
• Do NOT optimize multiple pages for the same keywords
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SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• High-quality content
• Keyword placement (title, headings, links, description, most important first)
• No keyword stuffing!
• Unique title, 140 characters
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SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• Get social
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SEO Process
Keyword Research
KeywordManagement
KeywordMapping
On-pageOptimization
Off-pageOptimization
SEOMetrics
Pre- &
• KPIs (time on page, visitors, etc.)
• Analyze keyword performance
• Monitor site performance
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Improve CTR
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• Compelling & SEO friendly title
• Trustworthy and “readable” URL• Compelling description
• Great style, no grammar and spelling errors
How to Improve CTR
Pre-Sales Information
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CTR Not Always Relative to Rank
Pre-Sales Information
“Rich snippets” change the math:
30% to 150% increase in CTR!
(Or not…)
What about this?
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Rich Snippets
Types– People– Products– Businesses– Reviews– Events– Videos– Others (recipes & music)
Encoding options– Microdata (recommended)– Microformats– RDFa
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Thank [email protected]