Web123 Your Toughest SEO Questions Answered-10-12-2011
-
Upload
webmarketing123 -
Category
Technology
-
view
38.821 -
download
0
description
Transcript of Web123 Your Toughest SEO Questions Answered-10-12-2011
Your Toughest SEO Questions Answered Strategies for staying one step ahead of the rest
Dial: +1 (312) 878-0218
Access Code: 643-421-399
@webmarketing123
@bradleywjoe
#wm123
#wm123
@bradleywjoe
Are the slides available?
Yes! Please email [email protected]
We want to hear from you!
@webmarketing123
#wm123
facebook.com/webmarketing123
Want to learn more?
Contact us for a complimentary SEO Website Analysis.
Details at end of webinar.
Housekeeping Items
#wm123
@bradleywjoe
1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building
4 Other FAQs Page load speed, duplicate content, image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#wm123
@bradleywjoe
What’s at Stake Search engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
#wm123
@bradleywjoe
Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
Search Engine User Behavior
#wm123
@bradleywjoe
1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building
4 Other FAQs Page load speed, duplicate content, image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#wm123
@bradleywjoe
Q: How do search spiders crawl the web?
#wm123
@bradleywjoe
Search bots follow links to get from page to page
Q: How Do Search Spiders Crawl the Web?
Home Page
Category Level Page
Product Level Page1
Product Level Page2
Data Center
#wm123
@bradleywjoe
• Crawling:
• Discovering new and updated pages on the web • Daily, weekly, monthly
• Indexing:
• Compiling data from crawls into data centers
• Serving Results:
• Based on relevancy • Over 200 factors considered • Content, keywords, links
Search bots follow links to get from page to page
Q: How Do Search Spiders Crawl the Web?
#wm123
@bradleywjoe
Q: How do I influence how often Google crawls my
website?
#wm123
@bradleywjoe
Several ways to positively influence search spiders to visit your site
Q: How Do I Influence Google to Crawl My Site?
• Reduce and/or eliminate the amount of duplicate
content
• Submit and verify an XML Sitemap through
Webmaster Tools
• Reduce the click-depth required to visit deeper
pages
• Earn more links!
#wm123
@bradleywjoe
1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building
4 Other FAQs Page load speed, duplicate content, image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#wm123
@bradleywjoe
Q: What keywords should I optimize for?
#wm123
@bradleywjoe
Investigate Google Insights to compare long-term trends: www.google.com/insights/search
1 Keyword Optimization
#wm123
@bradleywjoe
Select a mix of both “head match” and “long tail” keywords
1 Keyword Optimization
#wm123
@bradleywjoe
Don’t forget about the long tail!
Q: Which Keywords Should I Optimize For?
#wm123
@bradleywjoe
• Best Practices
• Have a mix of both generic and
“long-tail” terms
• Do not focus just on search volume
• Google your proposed search terms
to see if the sites ranking on page 1
are relevant to what your business
offers
• Look at search trends for your
proposed keywords
• Expand on your keywords by finding
variations
1 Keyword Optimization Keyword selection is important because it determines the course of your campaign
#wm123
@bradleywjoe
Q: How many keywords do I target per page?
#wm123
@bradleywjoe
Develop a “mapping” document that targets 3-5 keywords per page
Q: How Many Keywords To Target Per Page?
#wm123
@bradleywjoe
A: Develop Content Silos Consider your site’s thematic structure
• Thematically Group Pages
Around Keywords
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
• Search Engine Spiders Can
See a Theme Across Your Site
That Makes Sense
Mobile
Enterprise
SMB
Other Relevant Internal Pages
Mobile SMB Enterprise
#wm123
@bradleywjoe
Q: How to write about keywords without overdoing
it?
#wm123
@bradleywjoe
• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
• Avoid Doing These
• Try to trick search engines with manipulative tactics
• Have website based entirely in Flash
• Overusing your keywords: Read it out loud!
Develop naturally written, “non-spammy” content
Q: How to Include Keywords Without Overusing?
#wm123
@bradleywjoe
1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building
4 Other FAQs Page load speed, duplicate content, image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#wm123
@bradleywjoe
Q: Why do links matter?
#wm123
@bradleywjoe
Serve as “votes” for your website
Q: Why do links matter?
#wm123
@bradleywjoe
Q: How do I acquire inbound links?
#wm123
@bradleywjoe
• Support your content with other
relevant sources such as:
• Company blog
• Newsletters
• Facebook posts
• Tweets
• White papers
• Case studies
• Infographics
On-page content needs to be supported by other content channels
Q: How Do I Get More Inbound Links?
#wm123
@bradleywjoe
4 Become a trusted source Is your content worthy of being shared?
What You Need to Offer:
• Unique Research
• Informed Opinions
• News/Trend Analysis
• Authentic Expert Contributors
Industry relevant
blogs
Mentioned in news
publications
Cited at conferences +
events
Liked/Shared on
Links are
Tweeted/Retweeted
Links from Forums
Courtesy: SEOmoz
#wm123
@bradleywjoe
Q: Will affiliate links hurt my overall SEO?
#wm123
@bradleywjoe
Take technical steps to follow Google Webmaster best practices
Q: Do Affiliate Links Hurt My SEO?
#wm123
@bradleywjoe
1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building
4 Other FAQs Page load speed, duplicate content, image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#wm123
@bradleywjoe
Q: Does page load speed matter?
#wm123
@bradleywjoe
As of April 2010, Google has stated that it does take page load speed into account
Q: Does Page Load Speed Matter?
• Fewer than 1% of search queries are affected
• Tools for Reviewing Site Speed
• Page Speed: http://code.google.com/speed/page-speed/
• YSlow: http://developer.yahoo.com/yslow/
• WebPagetest: http://www.webpagetest.org/
• Google Webmaster Tools
Source: http://googlewebmastercentral.blogspot.com/2010/04/using-
site-speed-in-web-search-ranking.html
#wm123
@bradleywjoe
Q: What are best practices for dealing with duplicate
content?
#wm123
@bradleywjoe
Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
• Recognize duplicate content
• Use 301 redirects where possible
Image courtesy of:
http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A
AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg
• Implement rel=canonical
• URL parameter handling
#wm123
@bradleywjoe
Q: How do I optimize a site with lots of images?
#wm123
@bradleywjoe
Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
Alt Tag
Descriptive
File Name
Captions
around/near
images XML
Sitemap
Extension
#wm123
@bradleywjoe
1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building
4 Other FAQs Page load speed, duplicate content, image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#wm123
@bradleywjoe
Q: How do I invest in something that is constantly
changing?
#wm123
@bradleywjoe
Q: How do you measure ROI?
#wm123
@bradleywjoe
Set up Goals
• Define conversions for your business goals
• Set your goal values
• Analyze which keywords are leading to more
conversions and work to strengthen them in your
links and content
• Consider removing poor-performing keywords from
your campaign
• Observe where visitors abandon the goal path and
analyze the data to determine why
Use website analytics to track goal completions
Q: How Do I Measure ROI?
#wm123
@bradleywjoe
Dig into the market trends to determine your strengths and focus on continually improving your position
• Compare your metrics to past data
• Observe possible seasonality factors
• Track your progress through non-paid, non-branded traffic trends
Q: How Do I Measure ROI?
#wm123
@bradleywjoe
Online attribution management tools can close the loop from first touch to closed deal
Q: How Do I Measure ROI?
Allows for 360 tracking from initial keyword search to closed opportunity by uncovering
data from Analytics and CRM into unified view.
#wm123
@bradleywjoe
• SEO is Constantly Evolving: Take advantage of tools and resources
(many of them free!) to stay up to date on latest search marketing trends.
• Know Your Goals: Regardless of tactics utilized, don’t lose site of
overall strategy and expected outcomes.
• Prove the ROI: Continue to demonstrate the ROI of digital marketing by
measuring outcomes and reallocating budget to highest performing
channels.
Key Takeaways
Thank You!
#wm123
@bradleywjoe
Contact Us about Qualifying for a Complimentary Analysis
-Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing
-Opportunity Analysis: learn how to improve your Digital Marketing
Strategy and see how much opportunity is available for your company
-ROI Tracking: detailing the keywords and sources that visitors are using
to discover your website and if those visitors are converting into leads and
sales
Please contact: