seo - the free not-so-free traffic

50

Upload: todd-mcpartlin

Post on 24-Jun-2015

407 views

Category:

Marketing


2 download

DESCRIPTION

In this presentation, Todd McPartlin, author of Automation Domination: A Business Owner's Guide To Dominating Your Market Online discusses the key points and action steps for using search engine optimization (SEO). Following the slide presentation is a replay from the live webinar on this topic.

TRANSCRIPT

Page 1: SEO - The Free Not-So-Free Traffic
Page 2: SEO - The Free Not-So-Free Traffic

The Free, Not-So-Free Traffic

Todd D. McPartlin

Page 3: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

iMarketing Leader’s R4

Marketing System

Page 4: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Chapter 8 In My Book.

“The Free, Not-So-Free Traffic”

Page 5: SEO - The Free Not-So-Free Traffic

How to Stand Out! in the Search Results and Drive Qualified Customers to Your WebsiteSuccessful SEO Strategies For Small Business

Page 6: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Why care about SEO?

Page 7: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Popularity

• 93% of online experiences begin with a search engine

• 97% of consumers search for local businesses online

• The majority of web traffic is driven by the ‘Big Three’ search engines—Google, Bing and Yahoo

Source: Search Engine Journal

Page 8: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Organic vs. Sponsored

77%CHOOSE ORGANIC

Page 9: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Organic vs. Sponsored

25%HIGHER CONVERSION

Page 10: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

The “Golden Triangle”

Page 11: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Is SEO legit?

• Black magic? • Dark art?• Snake oil?

Page 12: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

“Black Hat”

• Unethical• Spammy• High-risk

Page 13: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

“White Hat”

• Ethical• Google-approved• User-focused

Page 14: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

How search engines workFirst things first

Page 15: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

DISCLAIMER

Page 16: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Crawling and Indexing

Page 17: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Relevance and Importance

• Does the page address the query?• Is the page popular? • Popularity = importance (according to

Google)

Page 18: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

What Google wants

Page 19: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

How people use search engines

Know thyself

Page 20: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Empathy

Page 21: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

The Process

1. Need for answer, solution or piece of information

2. Formulate need in words and phrases

3. Enter keyword/search term into search engine

4. Browse through the results for a match

5. Click on a result

6. Scan for a solution, or a link to that solution

7. If unsatisfied, return to the search results

8. Perform new search with new keyword/search term

Page 22: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Keywords

• Think like your customer• “massage” vs. “spa” or “salon”• Intention?

Page 23: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

“Build for people, not search engines.”

Page 24: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Designing + Developing for SEO

How to be a good host

Page 25: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

What the spider saw

Page 26: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

How spiders get around

Illustration from SEOmoz

Page 27: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Robots!

Page 28: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Sitemaps

Page 29: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Auto-pinginghttp://api.moreover.com/RPC2

http://bblog.com/ping.php

http://blogsearch.google.com/ping/RPC2

http://ping.weblogalot.com/rpc.php

http://ping.feedburner.com

http://ping.syndic8.com/xmlrpc.php

http://ping.bloggers.jp/rpc/

http://rpc.pingomatic.com/

http://rpc.weblogs.com/RPC2

http://rpc.technorati.com/rpc/ping

http://topicexchange.com/RPC2

http://www.blogpeople.net/servlet/weblogUpdates

http://xping.pubsub.com/ping

Page 30: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

URL structure• Short (exception blog article titles)• Static (not dynamic)

• No: www.mywebsite.com/blog?id=123

• Yes: www.mywebsite.org/descriptive-readable

• Descriptive • Hyphenated (not + or _)

Page 31: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Content creationFeeding the spiders

Page 32: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Who is your buyer?

Page 33: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

“Write for users, not search engines.”

Page 34: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Create compelling content

• Not “link bait”• Always value!• Entertain• Educate

Page 35: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Keyword research

Page 36: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Keyword competitiveness

Page 37: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Frequency

• Keep Google coming back for more• You can’t move up the ranks if your site is

ignored

Page 38: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Video• Jump ahead• Great for competitive

verticals• No need to be

Scorsese

Page 39: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

List-mania

Page 40: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Title and meta tags

<html><head><title>This Is an Example of a Title Tag</title><meta name="Description" content="Here is an example of what a snippet looks like in Google’s SERPs. The content that appears here is usually taken from the meta description tag." />

Page 41: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Alt text

Page 42: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Off-page optimization

Page 43: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Link building

Page 44: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Social sharing

Page 45: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Start a blog

Page 46: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Directories

Page 47: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

One step at a time

• SEO is a process, not an event

Page 48: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Action Steps1. Go in alone or hire an SEO company?2. Research SEO companies• Ask for referrals• Cheaper may indicate lower quality

(think black hat)3. Do keyword reach for buyer keywords4. Claim all local directories• AutomationDominationBook.com/

topdirectories5. Implement your plan

Page 49: SEO - The Free Not-So-Free Traffic

Contact us if you have any more questions or if you’d like help!

[email protected] 979-314-7213

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

iMarketing Leader | imarketingleader.com

Page 50: SEO - The Free Not-So-Free Traffic

Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213

Questions?