strategies for search engine success
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Strategies for Search Engine Success
Polysort LLC Angela Charles
Why is my competitor’s site on the first page of Google, and how can we get our
company’s site there?
Strategies for Search Engine Success
Presentation Outline
World Internet Use
Why Search Engines, Google are Important
What is Search Engine Optimization
Strategies for SEO Success
SEO Case Study
The Million-Dollar Question
World Internet Use
Internet Users (millions)
Penetration % of World Users
North America 246.8 73.1% 15.7%
Europe 390.1 48.5% 24.8%
Asia 650.3 17.2% 41.3%
Latin America 166.3 28.6% 10.6%
-- Internet World Stats, Dec. 2008
Why Search Engines are Important
7.3 billion searches conducted daily in U.S.
85% of Internet users use search engines
73% of engineers, buyers and other members of the industrial sector use search engines or online industrial directories ahead of print
87% of B2B consumers look to white papers and other online research before making any purchase.
Google: The 800 lb. Gorilla
Search Engine Market Share 2008
AOL4%
Ask4%
MSN8%
Yahoo21%
Google63%
-- comScore
What is Search Engine Optimization?
Search Engine Optimization (SEO) is the method of improving a web site’s position in the earned results of search engines, by altering on-page and off-page elements to increase traffic click-thru and leads.
Improve position on earned results On-page and off-page elements Increase site traffic and leads
Earned Results
PaidListing
87% of commercial clicks take place on earned listings
85% of searchers say they ignore paid listings
On-Page and Off-Page Elements
On-Page• Content
– Keywords – Does your site describe what customers are looking for?
– Is your content robust enough for search engines?
• Meta coding– Title tag– Meta description– Keyword tag
• Programming– No obstacles to indexing
Off-Page (Incoming Links)54 Factors
Strategies for SEO Success
Keyword Research
Optimize content and meta tags
Search engine-friendly programming
Incoming links
The Million-Dollar Question
Are Your Keywords Missing the Boat?
Keyword
# Results on Google
# Searches on Google per month
Injection press 26.4 million 1,600
Injection molding machine
1.28 million 246,000
Injection molding machines
930,000 3,600
Injection machines 417,000 8,100
The term that most machinery companies use to describe their products gets the fewest searches.
Determining your company’s “Performance Keywords” requires Keyword Research
Keyword Research
How often is targeted term searched? Are there similar terms that get more searches? Are there more detailed, niche terms worth targeting? How many pages will you be competing against? Is your page similar to others on the Search Engines
Results Page (SERP)? How many incoming links do top-performing sites
have?
Title tag and description tag incorporate keyword
Image Alt tag references keyword
Site content uses targeted keyword
Good Content = Good Results
White papers, technical articles
Data sheets Product catalog Case studies Industry glossary
Use your site to educate and the search engines
will reward you with good placement.
Most-Valued Content
Detailed product information, including technical
specifications.
-- GlobalSpec 2006 survey of industrial sector technical buyers, engineers
Search-Friendly Programming
Your site might not be search-friendly if…
It is built in frames
It has a flash intro or is built entirely in flash
It uses java programming for navigation bars
It relies heavily on graphics
No contentThese comprise 90% of the problems.
How to fix: In most cases, redesign
Keys to Search-Friendly Programming
Crawlers or bots can access the site
Proper use of meta tags
Use cascading style sheets (.css)
Use H1, H2, H3 tags
Simple navigation structure
Proper use of flash, java, other bells and whistles
Design and Search Engines
Search engines don’t care, but site visitors do.
Some sites that perform well on search engines fail to convert the visitor to a serious lead because the site looks unprofessional or does a poor job of conveying the company’s value to the prospect.
“Many websites are only doing a mediocre job of intriguing users and inviting returns to the websites. There are many reasons a user might not return, but for many it is simply the layout of the site.”
-- BizReport, April 17, 2007
Links: The Other 50% of the Equation
Incoming links signify site credibility The more, the better (more than competitors) High-quality links important
-- Industry portals (Polysort.com)-- Associations (NPE.org)-- Trade publications (PlasticsNews.com)-- General business (Business.com)-- Important online directories (DMOZ) -- Supplement with content on 3rd party sites (YouTube, PRLeap)
Link building never ends
SEO Results: Traffic & Leads
SEO CASE STUDY: Industrial Company – 1 Year Later Monthly web site traffic up 800%
Number of active leads up 400%
Before SEO
No keyword positions on first 3 pages of Google
12 incoming links
After SEO
795 keywords on first 3 pages of Google
More than 500 incoming links
ROI: Client reports that project paid for itself in less than one year.
The Million-Dollar Question
What happens when everyone has search engine-optimized their sites?
Adoption rates never hit saturation
Technology ever-changing: SEO, websites must adapt
The next big thing
First plastics and rubber industry portal, launched in 1995
Provides website design and search engine optimization for plastics and rubber companies
Expertise in Internet marketing, search engine positioning
Angela Charles, President
angelac@polysort.com
Tel. 800-326-8666 ext. 2102
www.polysort.com
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