seo essentials.3.10.10

SEO 360⁰The Essentials of Search Engine Optimization

Chris AdamsDirector of Online Marketing

SEO 360⁰The Essentials of Search Engine Optimization

SEO 360⁰ ‘White Paper’http://budurl.com/SEO360

This & other research & white papers @ www.MilesMedia.com/insight

SEO 360⁰ - The Essentials

A. The Importance of SEO

B. The 6 building blocks of SEO 360⁰

C. Integrated Online Marketing & SEO 360⁰

SEO 360⁰ - The Essentials contd.

C. The 6 building blocks of SEO 360⁰

1. Content is King

2. Social Media Marketing

3. Optimize Content

4. XML Site Map

5. Linking Strategy

6. Local Business Listings

SEO & SEM

ORGANIC

PAID

6 BUILDING BLOCKS

SEO 360⁰

Content is King

1: Building Blocks of SEO 360⁰

SEO Starts & Ends with Great Content

Social Media Marketing

2: Building Blocks of SEO 360⁰

Encourage Sharing from Your Site.

SEO & Social Media1. Share, seed, engage &

facilitate.2. Link back to your main site.3. Use campaign tracking

codes in your links. 4. Use URL shorteners which

use 301 redirects

Optimize Content

3: Building Blocks of SEO 360⁰

Essentials of SEO Elements

1. Title Tag: 60-70 characters, most important words first.

2. Visible Text: Headings, sub heading using target keywords

3. Meta Description: Call to action. 150 characters max.

4. Alt Tags: 3-5 words. Descriptive.

5. Meta Keywords: 20-30 most important words or phrases

Essentials of SEO Elements

1. Keyword Research. Develop a target list.

2. Customize SEO elements to each page.

3. Mixture of manual & automated updates.

XML Site Map

4: Building Blocks of SEO 360⁰

XML (Search Engine Friendly) Site Map

XML (Search Engine Friendly) Site Map

www.choosechicago.com/sitemap.xml

http://sitemaps.org

Linking Strategy

5: Building Blocks of SEO 360⁰

Quality Inbound Links.

Use Google’s Page Ranking Tool to assess site’s “quality”.

Quality Inbound Links.

www.quantcast.com

Local Business Listings

Building Blocks of SEO 360⁰

Manage Your Local Business Listing

Manage Your Local Business Listing

Edit at: Google Local Business Center

& on other sites

SEO 360⁰ - The Essentials.

C. The 6 building blocks of SEO 360⁰

1. Content is King

2. Social Media Marketing

3. Optimize Content

4. XML Site Map

5. Linking Strategy

6. Local Business Listings

SEO & Integrated Online Marketing

Integrated Online Marketing

DATA DRIVEN TOURISM MARKETING

Source: Omniture.

Continuous Improvement

Manage ‘Beyond the Click’

Building Blocks of SEO 360⁰

Manage Beyond the Click: Landing Pages

Manage Beyond the Click:

Test A41% Bounce Rate

71% Conversion Rate

Test B24% Bounce Rate

114% Conversion Rate

Performance Improvement: >85%

Landing Page Optimization:

Continuous Improvement1. Constant analysis & updates to SEO keywords, landing pages & site content.2. Your online marketing efforts are constantly reallocated based on results. 3. Key metrics improve during each program and across the year.

Case Study 1: VISIT FLORIDA Integrated Online Marketing Program May – June 2009

Week 4 Week 6 Week 7 Week 8 Week 9 Week 11$3.00

$3.50

$4.00

$4.50

$4.20 $4.17 $4.01 $3.95

$3.48 $3.31

Average Cost Per Conversion

Week 4 Week 6 Week 7 Week 8 Week 9 Week 1110%

20%

30%

40%

50%

37%

32% 31%26% 24% 24%

Lowest Landing Page Bounce Rate

6 x Key Reminders - SEO 360⁰

1. Prioritize SEO – it is critical.

2. Invest in Content

3. Optimize Content (Title & Meta Tags, XML Site Map)

4. Build Links

5. Integrate with your other online marketing

6. Manage ‘Beyond the Click’

The Essential (& FREE) SEO Tool Kit1. Robust Analytics – eg: Google Analytics:

www.google.com/analytics

2. Keyword Research Tool - eg: Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal

3. XML Site Maps: http://sitemaps.org

4. Google Webmaster Tools: www.google.com/webmaster

5. Page Ranking Tool http://www.google.com/toolbar

6. Quantcast Audience & Affinity Information www.quantcast.com

SEO 360⁰The Essentials of Search Engine Optimization

SEO 360⁰ ‘White Paper’http://budurl.com/SEO360

This & other research & white papers @ www.MilesMedia.com/insight

RESOURCES

FOR RESOURCES OR TO CONNECT:www.MilesMedia.com/insightwww.Twitter.com/milesmediawww.Twitter.com/kiwicolorado

SEO 360⁰The Essentials of Search Engine Optimization

Chris AdamsDirector of Online Marketing, Miles Media

Chris.adams@MilesMedia.comTel: 1 941 342 2323

www.Twitter.com/kiwicoloradowww.MilesMedia.com/insight