seo for visibility, action and conversion
DESCRIPTION
In this session you will learn the key strategies and foundational elements needed to deploy a successful Search Engine Optimization program for your company or organization. At the end of each section are action items that you can easily do yourself to begin taking steps to ensure your company website is visible, targeted prospects can take action, giving you an opportunity to convert them into customers.TRANSCRIPT
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SEARCH ENGINE OPTIMIZATION (SEO)FOR VISIBILITY, ACTION & CONVERSION
April 19, 2011
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OBJECTIVES FOR TODAY
Understand the elements critical to having a successful SEO program in place for your company
Learn about the tools and tactics necessary to ensure your website is found for targeted keywords
Understand more about how search engines view your website
Decide if your efforts can accomplish the goals you have established
Slides will be made available to you after the event.
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SEO for Visibility, Action & Conversion // Kevin Mullett
kevinmullett.comtwitter.com/kmullettfacebook.com/kevinmullettlinkedin.com/in/kevinmullettjust google “kevin mullett”
director of product development
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SEO // WHAT DOES THAT EVEN MEAN?
search engine optimization is*:developing a website utilizing best
practices and in such a manor that there are no encumbrances to the search engines ability to crawl a site and properly understand the subject of the site, find the sites pages, links, and documents, so that it might be included in the search engines organic or natural index appropriately.
* but it depends on who you ask and
search engine marketing is an open debate.
paid search vs organic
@kmullett // #SEOIndy
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SEO // HIGHLY VISIBLE IS HIGHLY DESIRABLE
@kmullett // #SEOIndy
photo by David Evers: http://flic.kr/p/5XwMZC
you have to be where your ideal demographic can see you in front of competitors if necessary obey the rules or have your sign removed tell a better story
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SEO // WINNING REQUIRES KNOWLEDGE
what are the rules how can i optimize within the rules which races can i win while staying within my budget am i dedicated to the winning strategy how much is winning worth
@kmullett // #SEOIndy
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SEO // VISIBILITY IS ONLINE CURRENCY
@kmullett // #SEOIndy
no visibility = no clicks unattractive or spammy titles & descriptions (snippets) = no clicks clicks for incorrect terms = no conversion poorly planned landing pages with no CTA = no conversion
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SEO // WHERE WILL I SPEND OUR MARKETING $
but where are you going to spend your marketing budget?
A. traditional advertising (off-line; radio, tv, print, listings)
B. social media (organic)
C. social media (advertising, facebook, sponsored tweets, etc)
D. paid search
E. all of the above
@kmullett // #SEOIndy
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SEO // IS IT THE INTENT WINNER?
social dm tv radio tradeshows newspaper yellow pages search Marketing SEO
@kmullett // #SEOIndy
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SEO // THINK YOU CAN IGNORE SOCIAL MEDIA?
business who are still trying to avoid social media or who are being overly selective may not be getting the entire picture. less discussed are the SEO, visibility, and traffic value that social media can provide.
@kmullett // #SEOIndy
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SEO // SOCIAL IS NOW IN SERPS
how will it change social participation? how will it change where we click on a SERP page?
- flickr, friendfeed, gmail, facebook, buzz, reader, google
@kmullett // #SEOIndy
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SEO // ARCHITECTURE MATTERS
@kmullett // #SEOIndy
i’ve never seen a perfect launch, i.e. one where I got todo everything I wanted
projects are always limited by: time, money, effort, resources, knowledge, buy in (from HIPPOs or clients)
test conversions, measure results
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SEO // TECHNICAL, ONSITE & OFFSITE FACTORS
There are technical, onsite (page), & offsite (page)
factors that contribute to your sites SERP performance.
@kmullett // #SEOIndy
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SEO // ARE YOU IN TROUBLE?
if your site is… trapped by flash looking good but can’t
be found built in a way that
prevents you fromchanging or adding content
if you can’t change page titles, and meta descriptions
you’re in trouble.
ask for a free lame duck site evaluation
@kmullett // #SEOIndy
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SEO // SEARCH ENGINES CHANGE
google alone uses over 200 criteria/signals for ranking site pages, performs over 6000 tests and subsequently changes over 400 algorithms per year. who will be watching for changes at your company or organization?
@kmullett // #SEOIndy
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SEO // MAYDAY, FARMER/PANDA, WHAT?
google mayday (April 28th – May 3rd 2010)
looking for signals of QUALITY deep page content crawling looking for best sites for long-tailed queries
google panda (late Feb, tweaked in April)
• content farms & article marketing• low quality sites• aggregated or duplicate content
google’s looking for “original” content
@kmullett // #SEOIndy
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SEO // WHAT IS GOOGLE +1?
google +1 (date) not rolled out to all yet in search results and adds on sites ala “like” button google experimental search
@kmullett // #SEOIndy
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SEO // BING + YAHOO = BINGHOO
are you too focused on google? yahoo switched to bing SERP results
(started in July, completed Aug 24th)
according to nielsen company that puts binghoo at 26% (Aug 2010)
experian hitwise now reports bing search is 30% of share (Mar 2011)
@kmullett // #SEOIndy
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SEO // GOOGLE INSTANT
@kmullett // #SEOIndy
how has google instant changed SEO? long tail, short tail, keyword phrases, traffic, adsense impressions…
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SEO // ALL THINGS BEING EQUAL
there are over 200 criteria so you must do competitive
analysis to maximize your return on efforts.
@kmullett // #SEOIndy
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SEO // ACTION 1
create a list of competitors sites run competitive analysis with majestic SEO:
majesticseo.com/bulk-backlink-checker.php develop a plan to win or call in reinforcements
@kmullett // #SEOIndy
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SEO // LOCALIZATION IS ON THE RISE
mobile device “local searches” on the rise local search (7 pack) instills high confidence with searchers social applications like foursquare, gowalla, etc
@kmullett // #SEOIndy
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SEO // ACTION 2
grab your local listings:getlisted.org
@kmullett // #SEOIndy
be consistent with citation: name, address, phone number
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SEO // THE NEW BING BUSINESS PORTAL
highly customizable with mobile and qr codes new fields for facebook pages and twitter profiles
@kmullett // #SEOIndy
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SEO // ACTION 3
review your local analyticsgoogle.com/places
@kmullett // #SEOIndy
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SEO // ACTION 4
setup google profiles for you & your businessgoogle.com/profiles
@kmullett // #SEOIndy
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SEO // WE ALL WANT TO BE #1
when dealing with SEO we need to have reasonable expectations for KW (keyword) and KWP (keyword phrases). We also need to understand that the higher the competition for KW/KWP terms the longer it is likely to take to move up unless more effort is brought to bear.
@kmullett // #SEOIndy
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SEO // SELECT THE RIGHT KEYWORDS
@kmullett // #SEOIndy
We've taken clients to number one on Google
based on keywords they insisted had to be there, only to find out
that a slight derivation would have yielded exponential traffic.
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SEO // ACTION 5
poll your customer facing employees; ask who are your clients
write down what you really do & who you are competing against
take the keywords & keyword phrases you think are important and verify volume with adwords.google.com/select/KeywordToolExternal
@kmullett // #SEOIndy
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SEO // I’VE NOTHING TO WRITE
a common complaint is not
knowing what to write & what
keywords to target
fresh content is crucial newest articles win
all else being equal
increases site depth increases crawl rate
@kmullett // #SEOIndy
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CONTENT IDEA STARTERS
What questions do you repeatedly get from your prospects during the sales process?
Customer stories, testimonials and case studies
What is your passion for what you do and the customers you serve?
Product or service updates/ changes
How are current events having an impact on your business and the resulting impact on your customers
Provide a window into the human side of your company – use Video!
Product or service tips you can offer your clients
Promote new clients Tradeshows, event
marketing – pre/during/post
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SEO // TECHNICAL CONSIDERATIONS
when writing page titles keep the title to 70 characters when possible use localization and keywords/keyphrases early in the title think about attractiveness + bolded words (will it get clicked?)
when writing meta descriptions(these usually become snippet)
keep the description to 156 characters when possible think about attractiveness + bolded words
consider the impact on your CTR and visibility
words included in your titles and descriptions should also appear on the page
@kmullett // #SEOIndy
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SEO // MISSED OR SKIPPED TECHNICAL TASKS
header tags: H1-H6
alt tags: often missed
(don't say picture or image of, google already knows its an image)
@kmullett // #SEOIndy
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SEO // ACTION 6
for each page of your site run & reviewtools.seobook.com/general/keyword-density/(don't try so hard to get a certain saturation that you lose good long tail connecting words or relevance! Don’t stress about duplicate content.)
change title tags & descriptions first because they are valuable & clarify thinking
start with keywords & keyword phrases you already rank for
make sure there is a call to action on every page
@kmullett // #SEOIndy
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SEO // INTERNAL LINKING; DON’T CLICK HERE
@kmullett // #SEOIndy
formulating your internal linking structure search engines want to know what’s on the other end keyword use where it is highly valuable
example: click here for our Search Engine Optimization Services.
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SEO // ALL BACKLINKS; AREN’T EQUAL
why do we want backlinks? visibility / brand recognition traffic generation / linkbait
(to pages or our site) to encourage page or site indexing increase page rank / authority to impact
SERPs because someone told you to get them
@kmullett // #SEOIndy
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SEO // ACTION 7
ask Suppliers for backlinks ask Customers (mutually beneficial btw) create new, subject matter expert, articles on your site
and tell the world link to the page with content, not always home look for places to post your site or site RSS feed comment on blogs, but add value/don’t spam
@kmullett // #SEOIndy
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SMO // ACTION 8
grab your brand mass id check with namechk.com
@kmullett // #SEOIndy
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SEO // ONLINE REPUTATION MANAGEMENT
own your brand clog the SERPs push competition off proactive not reactive sentiment aware alerts/lists are crucial
@kmullett // #SEOIndy
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SEO // ACTION 9
article awareness, distributing RSS social visibility
@kmullett // #SEOIndy
tell potential visitors
and the search
engines you have
new content
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SEO // ACTION 10
network your brand join some groups on ning.com & linkedin.com
@kmullett // #SEOIndy
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SEO // DID IT WORK? DO IT AGAIN
check google analytics or server logs for:bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels)
monitor contacts, calls, lead sources google a/b testing
@kmullett // #SEOIndy
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SEO // ACTION 11
get: Rank Checker
a Firefox browser add-on measure baseline measure changes measure competition check in private browsing
@kmullett // #SEOIndy
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SEO // BONUS ACTION
video! differentiate from your competition easy and inexpensive increased visibility
@kmullett // #SEOIndy
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