1. So, you want to do SEO, eh?Search Engine Optimization 3.0 The good, the bad, the ugly. And how-to be successful at it.

2. Patti Fousek, President & Chief CreativeMindpatti@cmsearchmarketing.comwww.twitter.com/PattiFousekwww.cmsearchmarketing.com 3. Who the heck is Patti Fousek? 4. Patti Fousek is 10 Year SEO Veteran Owner of InboundMarketing agency in SouthBerwick Maine Does agility and Dock Dogswith Aspen, aka, The NerdyDog Tweets, blogs, andFacebooks Local social media & SEOspeaker SEO panelist at IMS Boston2009 & 2010 5. Why is SEO important?Millions of Searches (Monthly) Source: Comscore: http://www.comscore.com; Chart via SEOmoz 6. Why else?Paid =AdWords 20% of Clicks 80% of ClicksOrganic =SEO Source: Comscore: http://www.comscore.com 7. Why else? Google: Changing the way we view Search Engine Optimization! 8. SEOmoz is a great resource for all things SEO. 9. Data courtesy of SEOmoz: Data released June 6, 2011www.seomoz.org/blog/new-edition-ranking-factors-for-2011-live 10. Whatever you do..Dont bother with: Search engine submissions Meta keywordsDont do these: Keyword stuffing Doorway pages Duplicate content Buy links Hide textFollow Googles Webmaster Guidelineswww.google.com/support/webmasters 11. How do you optimize a site for 1st page results? In 2011? 12. 75% 20% 5%Photo of baby: transformationalleadershiphq.com ; image of robot: cas.illinoisstate.edu;Common sense image: commonsenseuseit.com 13. The SEO Process 14. 8 Steps to SEO 1Understand the Website History How old is the domain? How old is the current design? Has SEO been done in the past? Who is the target audience? 2What are the Clients Goals for the Website Sell a product or a service? Increase website traffic? Brand recognition? All of the above?Always do your homework first 15. 3 Conduct an SEO Audit Current keyword rankings Current organic traffic Any visible on-page optimization? How many inbound links? Current Google page rank Current bounce rate Other factors: site architecture, usability, calls-to action,website load time, robots.txt, xml sitemap, search enginefriendly design. 16. 4 Research and Analyze Keywords Google AdWords keyword tool Keywords with high searches and low competition Do actual searches on Google Competitor research Key phrases rather than keywords5 Write/Execute the SEO Plan Titles/Descriptions by page Internal links, H tags, Alt tags SEO copyedit the text Add robots.txt & xml sitemap 17. 6 Create a Link Building Strategy Does the client have content to push? Blog, articles, pressreleases? Online directories (Dmoz, Yahoo Directory, local directories) Blogger outreach, Twitter, Facebook, delicious, etc.7 Measure & Track Increase/decrease in traffic Bounce rate increase/decrease Keyphrase producing traffic8 Rinse & Repeat 18. Photo of file folders: revitalizationpartners.com 19. One large goal: Increase Sales 20. The SEO Audit 21. Website source code Google Analytics Yahoo Site Explorer Advanced Keyword Ranking Compete.com Advanced Link Manager Firefox Rank Checker W3CWebsite Audit Tools 22. Home page title tag included one keyword phrase (a new term they made up) Average website traffic 4,000/month mostly direct traffic. < 1/4 from organic search. Ranked for a few keyphrases, mostly on page 2 and 3 of Google Most keyphrases used were very broad or had low search volume Few calls to action = few leads from website No robots.txt file or xml sitemap 1,400 inbound links - lots fewer than competitors Navigational structure a bit confusingWebsite Audit Findings 23. KeywordResearch 24. 1. 3D direct modeling2. 3D software3. 3D CAE4. 3D Mechanical softwareKeyword Research starts with brainstorming 25. https://adwords.google.com/select/KeywordToolExternalNext use a Keyword Tool to get search volumes & additional keyphrasesTip: Export keywords you choose to Excel 26. Other Keyword Research ToolsBlogs, Twitter, News, Wonder Wheel how others use those terms 27. Neutral Good Bad Keyword Analysis Guide:(either SEO or Paid) (SEO Specific) (too broad or N/A)Average GoogleKeyword Phrase by Category Average Monthly SearchesCompetitionKeyword Analysis3D Engineering3d free modeling software1,00916,700,000 neutral3d engineering software 540738,000good3d engineering models4 169,000 neutral3d engineering tool2 498,000 neutral3d modeling engineering21,650,000neutral3d engineering 117,600,000neutral/paid only3d engineering design1 912,000good3d engineering mechanical design 1 399,000good3D Mechanical3d mechanical design software 41 420,000good3d mechanical design161,050,000 good3d mechanical software 2 451,000good3D Model/Modeling3d model270 20,800,000neutral/paid only3d modeling 231270,000neutral/paid only3d auto cad modeling149 4,840,000 good3d modeling and rendering 143345,000 neutral3d cad modeling 141805,000goodcustom 3d modeling96 963,000 neutralcreate 3d models9017,600,000 neutralFormat in Excel to use later in Word or PowerPoint 28. The SEO Plan 29. Create Unique Title Tags for Top 20 pageso Titles should be under 60 characters Create Unique Meta Descriptions for Top 20 pageso Descriptions should be under 150 characters Copy edit the content for keywordso I call this SEO copyediting Create an internal linking structure throughout Create an inbound linking campaign Consult on placement of calls-to-action Consult on site architecture/navigational structureTip: Organize your thoughts before you start 30. CHAR CHARPAGENEW TITLE LENGTH NEW DESCRIPTION LENGTHHomeSpaceClaim|3D Direct69 Deliver products to market168Modeling Software forFAST with SpaceClaim 3DEngineering, Direct Solid ModelingManufacturing and CAEsoftware. Process more ideas quickly and interact directly with your customers with SpaceClaim.COPY EDITSINTERNAL LINKSAdditional keywords are in red. Keywords to be bolded, are bold."3D direct modeling software" willInternal links are underlined.link to the Products Overview page.SpaceClaim - the worlds most innovative 3D direct modeling "capture fresh ideas" will link to thesoftware solution - gives engineers and designers the freedom and Conceptual Engineering pageflexibility to capture fresh ideas easily, make dramatic edits tomodels from any CAD system, and simplify models for simulation"any CAD system" will link to Usinganalysis, digital prototyping, and manufacturing. SpaceClaim Overview page Tip: Google is only showing 54 Title characters now 31. Title Tag Tips Each page has a unique Titleo Represent the content of that page Most important keywords go first Include City/State for local audience No more than 2 keyword phrases in Title Keep short under 55 characters for 2011 Try to avoid stop words or symbols (and, in, of) Dashes and divider symbols (|) are ok Put company name at the end if it takes up lots ofcharacter real estate 32. ExamplesGlobal PR and Communications Agency|Boston, DC, NYC, NH, AZ|Brodeur Partnerso Total characters actually 77o This is what Google will show:Global PR and Communications Agency|Boston, DC, NYC, NH Children Literacy Enrichment Programs in NH Amity Publicationso Total characters actually 66o This is what Google will show:Children Literacy Enrichment Programs in NH Amity 33. Meta Description Tips Each page has a unique Meta Descriptiono Describes the content of that page. Most important keywords go first Include City/State for local audience Keep short under 150 characters for 2011 Write it as if it were an ado Entice a visitor to click include calls-to-action 34. ExamplesEnviroKid eco-friendly childrens products. Ourchildrens products are always PVC and Phthalatefree! Buy online today. 122 charactersPlan your next Charity Golf Event or Corporate GolfTournament at New Hampshire golf courses withThe Botts Group, professional golf event consultants.- 150 characters 35. Link BuildingSite Google Type of Listing CostSuggested Listing PagePage RankDmoz (Google Directory) 8 general directory Freehttp://www.dmoz.org/Computers/SoftwDmoz (Google Directory) 8 general directory Freehttp://www.dmoz.org/Science/TechnoloDmoz (Google Directory) 8 general directory Freehttp://www.dmoz.org/Computers/SoftwYahoo Directory 8 general directory $299/year http://search.yahoo.com/search/dir?ei=Targeting the right sites for inbound links is crucial 36. Other ways to get links: Publish content everywhere! 37. Measure & Track 38. Website Traffic 2010 vs. 200930,00025,00020,00015,000 200910,000 2010 5,000 0 Jan Feb March April May June July Aug Sep Oct Nov Dec 30 day trials increased from a few a month to over 200 a month. 346% increase in traffic in year one. 15% increase in year two. 39. 12.28% increase in organic traffic! Dec 2010 Dec 2009Tip: Best to track over a long period of time to see trends in data. 40. Other Aspects of SEO 41. Usability & Calls-to-Action! Usabilityo Visitors should be able to find what they are looking for as soonas they land on the siteo Navigation should be clearo Site should have a natural hierarchyo Fonts, font sizes, and colors should be consistant Calls-to-Actiono What do you want the visitor to do upon arriving?o Be very clear with your calls-to-actiono Calls-to-action are measureable 42. Usability & Calls-to-Action Example!Confusing navigation Different font colors and sizes Confusing design Hard to read Call-to-action at the bottom, belowthe fold 43. After!Straight forward navigationCleaner design Much easier to readCall-to-action stand out 44. URL Structure!A good URL structure:www.example.com/categoryOR www.example/category/product-nameA poor URL structure (for search engine "friendliness") :www.example.com/IWCatProductPage.process? Merchant_Id=1&Section_Id=691&Product_Id=143 9522&Parent_Id=302&default_color=BLACK&sort_ by=ioncolor=&sectionsize=URL rewrites or fixed with CMS 45. URL Canonicalization Canonicalization is the process of picking the bestURL (to present to the search engines) when thereare multiple choices available:o www.example.comexample.comwww.example.com/index.htmlexample.com/home.asp Add the Canonical tag inside the section ofthe duplicate content pages 46. Social Media and SEO EVERYTHING is indexed by Search Engineso Twitter posts, Facebook pages, Facebook profiles, Facebooklikes, LinkedIn profile, Social Bookmarking profiles, blogcomments, blog posts. Be aware of keywords in all you do social Builds brand awareness 47. Social Media and SEO 48. Local SEOYelp, Yahoo, Bing, City Search, etc. 49. Conclusion 50. Questions? Patti Fousek, President CreativeMind Search Marketing www.cmsearchmarketing.com patti@cmsearchmarketing.com www.twitter.com/PattiFousek 207.704.023753