Driving Success with Search Engine Optimization

www.wakefly.com

+1.508.616.2042

Agenda

What is SEO?

What do Search

Engines Look For?

Optimizing Your Site

Measuring Success

Case Study / Q&A

Introduction to SEM

Interruptive Brochure-ware Inbound

Introduction

A form of inbound, customer demand marketing that implements a process of targeting and refining based on the desire to drive organic search traffic from relevant keywords.

Search Engine Optimization (SEO)

A Working Definition...

A Working Definition...

SEO can be broken into two parts:

1) On page optimization• Content• Internal Linking Structure• Sitemap

2) Off page optimization• Links

Why Optimize?

Position Clicks (%)1 56.36

2 13.45

3 9.82

4 4.73

5 3.27

6 0.36

7 2.91

8 1.45

9 2.55http://www.cs.cornell.edu/People/tj/publications/granka_etal_04a.pdf

Through a search engine marketing combination of pay-per-click and search engine optimization, FLIR Systems was able to increase leads by 400% while cutting costs in half.

www.wakefly.com/FLIR

Quick Fact

What Do Search Engines Look For?

Keywords! Proper Coding

Fresh, Original , Relevant Content

Internal Linking

Structure

Keywords

When selecting keywords to optimize your site on, consider the following:

• Relevance• High Search Volume• Low Competition

Keyword Selection

Use tools at your disposal to determine proper keywords:

• Website Analytics (example)• Google Keyword Tool (example)• Test Using PPC

On-Page Optimization

After determining the keyword target:

1. Place it into your page title

Good

Not-So-Good

2. Place it into your heading (h1, h2, h3) tags.

Good

Not-So-Good

On-Page Optimization

3. And naturally weave it into the body copy.

Good

On-Page Optimization

4. If your CMS allows, weave the keyword into the URL.

Good

Not-So-Good

On-Page Optimization

5. To help build a theme, round it out with:

• Meta description and keywords

• Link titles and image ALT tags

On-Page Optimization

Quick Fact

By implementing just these few on-page optimization changes, EBI current ranks on page 1 of Google search results.

Content Guidelines

Content on your website should be:

• Relevant• Original• Fresh• Continually Updated

Proper Coding

To ensure proper coding, validate your website at:

http://validator.w3.org/

Navigation Guidelines

Website internal linking structure should:

• Remain Shallow• Signal Most Relevant Content

By improving the navigation structure of their site, CHI was able to nearly double the amount of organic traffic to its site.

www.wakefly.com/CHI

Quick Fact

Measuring the results of your search engine optimization:

• Analytics is a must – it’s free! (www.google.com/analytics)

• Are you tracking more relevant visitors arriving to your websites?

• Are visitors arriving from more referring sites?• Are visitors arriving in greater numbers from major

search engines?• Is your percentage of search engine traffic

increasing?• Are your driving new conversions – leads, sign-ups,

sales?• Is your ranking for keywords increasing?

Measuring Results

Refining

• Use conversion tracking to trace conversions back to individual keywords. Give more attention to driving visitors for that keyword.

• If something isn't working, stop doing it.

• Expand on successes that are discovered.

• Plan new campaigns for new keywords around the techniques that were proven to work for you.

• Create new content based upon the needs, desire and intent of your visitors