seo: overview & examples
DESCRIPTION
SEO: Overview & Examples . Jim Holcomb July 12, 2011. Search Engine Optimization (SEO). - PowerPoint PPT PresentationTRANSCRIPT
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SEO: Overview & Examples
Jim HolcombJuly 12, 2011
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Search Engine Optimization (SEO)
• Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. (wikipedia)
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Inbound Marketing Toolkit
• Website/Blogging– Promotes engagement & dialogue
• Social Media– Engagement and dialogue
• Search (Paid & SEO)– Be found easily
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Inbound Marketing
• Inbound marketing is a marketing strategy that focuses on getting found by customers. (wikipedia)– Marketers "earn their way in“ vs. "buy, beg, or bug
their way in“– Hunting vs. Farming
www.InboundMarketing.com
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• Turn strangers into friends. • Turn friends into customers.• And then... do the most important job: Turn
your customers into salespeople.
http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
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Inbound Marketing Process
Idea for Content
Delivery/ Engagement
Platform- Website- Blog- Social
Media
Audience Growth
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I love search!
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Search Stats• 16.95 billion searches August
2010 – 22% YoY (comScore)
• ROI from SEO is highest of all channels including Email – 70% (marketing sherpa)
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Recent Developments
• The Rise of Bing - A Two Engine World• Google Instant• Google Caffeine• Google+
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Self-Assessment of Your Site
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Start with Questions
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SEO Six Pack• Plan
– Keyword Selection• Act
– On-Site– Links– Social– Local
• Measure– Review & Adjust Accordingly
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Keyword Resources
• KeywordDiscovery.com• Wordstream.com• SEMrush.com• Google AdWords https://adwords.google.com/select/KeywordToolExternal?forceLegacy=true
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Keyword Tips
• Focus on 1 Primary and 4 Secondary terms• Review competition & search volume• Give it time!
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Act
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On-Site - Indexation
• Make sure the site is getting crawled fully– Robots.txt– Meta No Index– Count of URLs Indexed
• Google> “Site:<domain>”
• XML Site Maps - http://www.xml-sitemaps.com/
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On-Site Optimization
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On-Site Optimization
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Title
Meta Description
Robots.txt
Alt Images
On-Site Assessment
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On-Site Tips
• Make sure engines are indexing your site• Include Primary keyword in Title of Home Page• Include Primary and Secondary words in Body
of Home Page
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Link Building
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Anchor Text
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Link Building – A Starting Guide
1. Research2. “Contact” 3. Response
Yes!Or
No?
4. Repeat
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Link Opportunities – 90% Success Rates
• Directories are your friends!...Especially when they provide a high quality link and
are free!
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Link Opportunities – Leverage Your Members?
• Opportunities to get links back from members– Certifications – ex. Watersavers
– Overall Membership – badges
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Advanced Link Opportunities
• Social Bookmarking Sites• PressReleases
–BusinessWire–PRweb
• Industry Forums & Blogs• Publishers/news sites
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Leverage Your Competitors
• http://www.opensiteexplorer.org/• http://www.majesticseo.com
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Backlink Battle
5,144 links626 links
Vs.
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Beware
• Don’t buy links• Beware the link swap – don’t over do link
reciprocity
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Helping Members with Link Building
• Public Members Directory?• Dedicated Profile? (ex. brownbook.net)
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Link Building Recap
• Research number of backlinks of client vs. competitors
• Overall inbound strategy • Inbound strategy from members?• Outbound strategy to members?
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Local
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Social
• The Social Trifecta– SERP domination – rep management– SEO link bait– Member/customer voice – megaphone effect
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SERP Domination
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Engagement – Megaphone Effect
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Measure
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Backlinks
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Measure Tips
• Make sure to do the basics – Rank & Backlinks– www.authoritylabs.com– www.kpmrs.com
• Site analytics– Google Analytics– GetClicky
• Read, react and repeat