keeping up with google improve your site traffic through search engine optimization patty clemens...
TRANSCRIPT
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Keeping Up With Google
improve your site traffic through search engine optimization
Patty ClemensProject Manager
Northwoods | November 11, 2008
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Northwoods
What We Do
Advanced Web DevelopmentCreative Web Design
Software Engineering
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In the next 45 minutes…
Why Optimization is Important Our Top 10 List for Site Optimization
What is SEO?
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Acronyms
SEO – Search Engine Optimization
PPC – Pay Per Click
SEM – Search Engine Marketing
Natural or ‘Organic’ Search Results
Sponsored Links
SEM = SEO + PPC
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86%
14%
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Importance of Optimization
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How People View the Results Page
Source: Eyetools, Enquiro, and Did-it
#1 = 42% CTR ->#2 = 12% CTR ->
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Missed Opportunity Cost of Not Ranking Well
# of People Searching
SE Share
Click-Thru Rate
Conversion Rate
Conversion
Value* * * *
10,000 70% 10% 5% $100
*** *
= $105,000 per month!
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Zero In on Your SEO Objectives
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Conversions Spreadsheet
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Create Your Baseline
Confirm that your landing pages are indexed
Find the total number of linking sites
Google Webmaster Tools
Yahoo Search: link:yourdomain
Determine the last 3 months of conversions
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Take a Long Tailed Look at your Keywords
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Long Tail Theory
Men’s Suits
Versace Men’s Suits
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Review your site’s search logs
Titan SmartSearch
Building Your Keyword List
Brainstorm with colleagues and customers
Review industry magazines or websites
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Building Your Keyword List Review Google Analytics output
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Keyword Suggestion Tools
WordTracker
Keyword Discovery
Google Adwords Keyword Toolhttp://adwords.google.com/select/KeywordToolExternal
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Google Adwords Keyword Tool
Provides easy to read dashboard
It’s free
Makes recommendations for related words
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Check Out the Competition
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Master the ABC’s of SEO
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Domain Name
Use your primary keyword Avoid more than 2 hyphens
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Avoid Using “Home”
Page Title
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Make each page title unique
Use primary keyword in title Keep it to a max of 65 characters
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Named URLs
Shorter URL’s increase click-through Use keyword separators
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META Description Not a META Description
Good META Description
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META Keywords
Google doesn’t index these
Focus on other areas
Not used in rankings
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Images: Alt Attribute
Important to set on all functional images Text near image should be relevant
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Headings Only 1 H1 tag per page!
Place keyword in your headings
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Content is Still King
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Avoid SEO Tunnel Vision
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“Webanize” Your Content
Spiders like fresh, unique content
Create a flat architecture for your site
Avoid a page of flash animation or images
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Internal Link Juice
Link to your target landing pages Use keyword-rich anchor text
Avoid linking to every page from every other page
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BEFORE
External Link Juice
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AFTER…
External Link Juice
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Next “Content is King” Seminar:
Thursday, November 20, 2008
8:30 – 10:00 am
It’s Free
Presenter: Patrick Bieser
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Offer Up Some Link-Bait
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Link Bait Examples
A useful tool
“How To” article for your niche Tips page; Top 10 Lists
Humorous articles; cartoons
Blogs
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Blogs Deserve SEO Too!
Include keywords in your blog name Create highly readable headlines Update your blog frequently
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Watch Your Backlinks
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What does Google Value in a Backlink?
Physical location is important
Link is located within content rather than a directory format
Link has good anchor text for determining relevancy
Link is bold, italicized (but readability is priority)
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Find Candidates for Backlinks: Look for Related Sites
Search Google for niche keywords – copy the URLs and check them out
Visit DMOZ.org and find your niche category Locate those sites that link to your competitor (SEO Spyglass - http://www.link-assistant.com/seo-spyglass/)
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Don’t Tick Them Off!
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“It usually takes around a year to get a site off the banned list with Google.”
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Don’t hide text
Be careful redirecting to new domains Avoid duplicate content
Don’t stack a page full of keywords at the bottom
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Don’t Stop Now!
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Feeling Overwhelmed? Not Enough Time? There are Options!
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Can you spend an hour a day on SEO?
Let us help you...
SEO Solutions from Northwoods
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In Summary,
1. Zero In on Your SEO Objectives
2. Take a Long-Tail Look at your Keywords
3. Check out the Competition
4. Master the ABC’s of SEO
5. Content is Still King
6. Offer Up Some LinkBait
7. Watch Your Backlinks
8. Don’t Tick Them Off
9. Don’t Stop Now!
10.Overwhelmed? Consider Northwoods’ SEO Solutions
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Thank You
?s
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Next Lunch & Learn:
“eCommerce Success Techniques”
Tuesday, November 18th
Presenter: Patrick Bieser