The Marketer's Guide to SEO Success
17
The Marketer’s Guide to SEO Success May 27 th , 2010
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Getting found on Google (and other search engines) is an essential first step to winning new business online. Being listed at the top of the search results is high on the wish-list for most marketers, but where should you start? This webinar will share with you how you can bypass your competition in search rankings and get more prospects to your website. This informative webinar covers: • How to target the right keywords for your website • What on-page SEO essentials will increase your search engine visibility • Marqui's approach to quality link building • How to measure the success of your SEO
Transcript of The Marketer's Guide to SEO Success
The Marketer’s Guide to SEO Success May 27th, 2010
GoToWebinar Controls
• Click the button with the arrows to minimize your GoToWebinar controls
• Type your questions for us into the box at the bottom and press Send
What is SEO?
• Search Engine Optimization (SEO) is the process of enhancing website elements in order to achieve high rankings on major search engines
• On-Page vs. Off-Page – Our approach views SEO as a two step process
– On-page optimization addresses the fundamentals of what makes your website readable to search engines
– Off-page optimization builds the necessary authority and context needed for your domain to rank in search engines
Why is it important?
• Search engines account for the majority of website traffic
• Helps you ensure a solid return on your website efforts
• SEO allows you to: – expand market outreach
– increase brand visibility
– improve revenues for your company online
Targeting the right keywords for your website
• The first step to creating an SEO strategy is to define the keywords which you want your website to rank for in the search engines
• Pick your keywords based on – Relevance
– Traffic Volume
– Achievability
• Free online tools to accomplish this : – Free Wordtracker
– Google AdWords
Free Wordtracker
http://freekeywords.wordtracker.com
Google Adwords
https://adwords.google.com
On-Page SEO Essentials
1. Title Tags– What do Title Tags do?
• Title Tags tell search engines what the page is about
– Best practices• Be descriptive
• Use your keywords
2. Headings– What is a Heading?
• A heading is an H1, H2, or H3 tag
– What does a heading do? • Denotes page structure • Defines to search engines what the most important information on the page is• Defines what is in the content of that section of the page • Builds relevance for overall keyword
On-Page SEO Essentials
<h1> Web Marketing Resources </h1>
<h2> Featured Resources</h2>
3. Meta Descriptions and Meta Tags– What are meta descriptions and tags?
• Meta tags are no longer as important for SEO but they still help to inform web crawlers about the content of your web page
• Meta descriptions set the blurb in the search engine results and act as a “teaser”
– Best Practices: • Put your keyword in the description • Keep it to 155 to 160 characters • Make sure it accurately describes the content of the page
On-Page SEO Essentials
<Meta Description=“”>
4. Alt Tags– What does an Alt Tag do?
• An Alt Tag tells search engines what your pictures are about
• Two benefits
- Why are Alt Tags important? • SEO
• Accessibility
On-Page SEO Essentials
What is this a picture of?
5. Keyword Density- What is Keyword Density?
• Keyword Density is the number of times a keyword occurs on the page in proportion with the other words on the page
- Why is it important? • It helps you build relevance around your keywords
• It re-affirms that what you say in your headings and title tags is actually what your content is about
• Best practice: your keyword should be 2-7% of your content on any given page
On-Page SEO Essentials
105 Words5 Keyword Phrases = 4.8%
6. Anchor Text- What is anchor text?
• Anchor text is the visible, clickable text in a hyperlink
• Anchor text tells search engines what the next page is about
- Why is anchor text important? - It denotes logical flow of information architecture
- It helps clickthrough rates by informing users about what is on the next page
On-Page SEO Essentials
Why is link building important for SEO?
• Each link to your site is like a vote • Votes affirm to search engines that you are who you say you
are from a third party perspective• Links from other sites affirm your authority on a subject• The anchor text from a third party site link matters, it re-
affirms that the page they are linking to is about what yousays it is
Marqui’s Approach to Quality Link Building1. Use social media to promote inbound links through content
syndication2. Allow social bookmarking on all pages to syndicate content3. Create web press releases
• Web-based press releases announce prominent news to create a conversations and promote inbound links
4. Acquire one way text links• Acquire inbound links from partner companies and
associated web pages 5. Run contests and give-aways
• Contests give users a reason to share your content and promote inbound links
How to Measure Your Success? • Free online tools
– Google analytics (www.google.com/analytics )
• Allows you to look at page visits, traffic sources, bounce rate, top landing pages, top content etc.
– Google Webmaster Tools
(www.google.com/webmasters/tools )• Allows you to see how often Google
crawls your site, how many inbound links you have, and what keywords you are ranking for
Questions?
Jeff Hall, Marketing Consultant
604.484.8531
Follow our blog at http://www.marqui.com/blog
Follow us on Twitter @Marqui_CMS
