9 steps to search engine optimization (seo) success
DESCRIPTION
Scott Mowery, Digital Marketing Manager at Cleveland Clinic, presented search engine marketing tips at the Sales and Marketing Executives (SME) of Cleveland Professional Development Day on Feb. 12, 2013.TRANSCRIPT
Steps for Search Engine
Optimization Success
Steps for Search Engine
Optimization Success
Scott Mowery
Digital Marketing Manager
Cleveland Clinic
@scottmowery9Professional Development Day
Part 2 - MarketingFebruary 12, 2013
Customer Experience StartsBefore Reaching the Front Door
Customer Experience StartsBefore Reaching the Front Door
Search Engines Empower UsersSearch Engines Empower Users
Awareness
AwarenessF
amiliarity
Fam
iliarity
Consideration
Consideration
Selection
Selection
Loyalty
Loyalty
The Lines Are BlurringThe Lines Are Blurring
IntegratedDigital
Marketing
IntegratedDigital
Marketing
Search Engine Optimization
(SEO)
Search Engine Optimization
(SEO)
Paid Search(PPC)
Paid Search(PPC)
Online Media (Display,
Affiliates, etc.)
Online Media (Display,
Affiliates, etc.)
Social MediaSocial Media
Creative, Content and
Website Development
Creative, Content and
Website Development
Email and Marketing
Automation
Email and Marketing
Automation
Web AnalyticsWeb Analytics
(SEO)(SEO)
(PPC)(PPC)
SEO
+ PPC
SEM
Universal Search = More Options Universal Search = More Options
There’s More to Search Than Google…There’s More to Search Than Google…
SEO = Making a RecipeSEO = Making a Recipe
SEO Ranking FactorsSEO Ranking Factors
Off-P
ageOn-
Pag
e
Violations
searchengineland.com/seotable
Step #1: Develop a Keyword StrategyStep #1: Develop a Keyword Strategy
What’s the Ideal Keyword?What’s the Ideal Keyword?
The Long Tail of KeywordsThe Long Tail of Keywords
Lots of search volume & competition;
Low conversion
Limited search volume & competition;
Higher conversion
Hip Surgery
Hip Replacement Surgery
Total Hip Replacement Surgery
Total Hip Replacement Surgery Recovery
Google Keyword ToolGoogle Keyword Tool
Find estimated search volume and related keywords
Google.com/trendsGoogle.com/trends
Track keyword interest over time
Ubersuggest.orgUbersuggest.org
[Question Terms] + Keywords = Content Ideas
Soovle.comSoovle.com
Get suggestions from multiple sites at once
Map Keywords to PagesMap Keywords to Pages
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
1-2 primary topics per page
/storage/scrapbook-storage/paper-organizers/
/office-furniture/desks-laptop-stands
/heart/disorders/valve/mitral-valve-repair.aspx
/reviews/canon-powershot-g15
/info/index.jsp?categoryId=222834&infoPath=222975
Keep URLs Clean and SimpleKeep URLs Clean and Simple
• #1 on-page ranking factor
• Unique for each page• Starts with primary
keyword phrase• 65 characters or less
(incl. spaces)
Title TagsTitle Tags
• Engaging, accurate description of page• Unique for each page• Includes primary keyword phrase• 250 characters or less (incl. spaces)• Makes a difference on clickthrough rate
Meta DescriptionMeta Description
• Sprinkle keyword throughout body copy and headlines
• Avoid keyword stuffing• Optimize image file
names and alt text
On-Page ContentOn-Page Content
What Makes a Good Link?What Makes a Good Link?
Click HereClick Here
What Isn’t an Ideal Keyword Phrase?What Isn’t an Ideal Keyword Phrase?
Limitations of Search EnginesLimitations of Search Engines
AlwaysAsk Yourself:
AlwaysAsk Yourself:
How does this affect our
search engine visibility?
Shallow, Logical Site ArchitectureShallow, Logical Site Architecture
Home Page: Toys
Category Page: Lego
Subcategory Page: Star Wars Lego
Product Detail Page:8092 Luke’s Landspeeder
Eliminate Duplicate ContentEliminate Duplicate Content
http://www.homedepot.com/Lighting-Fans-Indoor-Lighting-Indoor-Ceiling-Lighting-Chandeliers/h_d1/N-5yc1vZbvn3/h_d2/Navigation?catalogId=10053&langId=-1&storeId=10051
http://www.homedepot.com/Lighting-Fans-Indoor-Lighting-Indoor-Ceiling-Lighting-Chandeliers/h_d1/N-5yc1vZbvn3/h_d2/Navigation?catalogId=10053&langId=-1&storeId=10051#/?c=1&Ns=P_REP_PRC_MODE|1
• URL Parameters• Printable Versions
• http://buymystuff.com/widgets• http://buymystuff.com/print/widgets
• Session IDs• http://buymystuff.com/widgets• http://buymystuff.com/widgets?SESSID=12
• Case-Sensitive URLs• http://buymystuff.com/wooden-widgets• http://buymystuff.com/Wooden-Widgets
Duplicate Content ExamplesDuplicate Content Examples
Solution: Canonical TagSolution: Canonical Tag
Solution: URL RedirectsSolution: URL Redirects
http://www.seomoz.org/blog/an-seos-guide-to-http-status-codes
Don’t Settle for Good Content;Make Your Content Great!
Does Your Content Do This?Does Your Content Do This?
• Exceeds user expectations• Produced by outstanding writers and designers• Uses video, audio and images to enhance copy• Provides unique insights and info• Makes visitors say “I have to share this”
The “American Idol” EffectThe “American Idol” Effect
More inbound links, shares and tweets = more votes
Oyster.com Hotel ReviewsOyster.com Hotel Reviews
http://www.oyster.com/phoenix/hotels/the-boulders-resort-and-golden-door-spa/
15+ PageReview
15+ PageReview
300+ Photos300+
Photos
http://bit.ly/T3nks6http://bit.ly/T3nks6
Spread it thru Inbound MarketingSpread it thru Inbound Marketing
SEO
Webinars Blogs RSS
Comments
Video
ForumsSocial Media
Podcasts
Word of Mouth
Infographics
White Papers
News/Media/PR
Content Syndication Referral Links
Q&A Articles
ResearchApps
Presentations
Direct Traffic Interviews
Everybody is Part of the SEM
Team
Everybody is Part of the SEM
Team
The SEO Landscape Changes Fast
Responsive DesignResponsive Design
Mobile Visit % to ClevelandClinic.orgMobile Visit % to ClevelandClinic.org
2010 2011 20120%
5%
10%
15%
20%
25%
30%
35%
HowToGoMo.comHowToGoMo.com
The Local Search LandscapeThe Local Search Landscape
http://getlisted.org/resources/local-search-data-providers.aspx
Penguin and PandaPenguin and Panda
Poor Design = Lost TrafficPoor Design = Lost Traffic
Avoid building link farms and pages littered with ads
Go for Diversity in Inbound LinksGo for Diversity in Inbound Links
http://www.searchenginejournal.com/post-penguin-seo-link-building-the-naked-url-truth/46936/
UnhealthyUnhealthy HealthyHealthy
Google Disavow Links ToolGoogle Disavow Links Tool
https://www.google.com/webmasters/tools/disavow-links-main
Rich Snippets and Schema MarkupRich Snippets and Schema Markup
http://www.schema.org
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170
Slow Site Speed Doesn’tWin the Race (or Rankings)!
Slow Site Speed Doesn’tWin the Race (or Rankings)!
Secure pages = (Not Provided) SEO Keywords
1 in 4 organic visits in 20131 in 4 organic visits in 2013
Start Your Web Analytics EvolutionStart Your Web Analytics Evolution
What’s my ranking for the keyword “epilepsy”?
How many epilepsy keywords drive traffic,
and how much is driven by each one?
How much traffic, conversions and lifetime value are
driven by our epilepsy content?
Most Important Metric: ConversionsMost Important Metric: Conversions
Internet FunnelInternet Funnel
Attract: Visit Site from Google
Engage: Positive Site Experience
Convert: Lead Generation
Buy:
Treatment Seekers
Patients
Lead Nurturing
Build a Better MousetrapBuild a Better Mousetrap
Conversion Rate Optimization:Discover | Test | Measure | Repeat
Conversion Rate Optimization:Discover | Test | Measure | Repeat
• Ad Creative• Photos• Videos• Lead Generation• Webinars• Infographics• Slideshows• Testimonials
• Geotargeting• Page Length• Calls to Action• Promos/Offers• Email Newsletters• Blog• Apps• Checkout
Don’t Be Afraid to Fail FasterDon’t Be Afraid to Fail Faster
9 Takeaways for Successful SEO9 Takeaways for Successful SEO
• Search kicks off the customer experience• SEO is more than just Google• Great SEO has many ingredients• Start your SEO strategy with keywords• Always ask “How does ______ affect our SEO?”• Don’t settle for good content• Make everyone part of the SEO team• Keep up with changes in the landscape• Evolve in web analytics
Recommended SEO ResourcesRecommended SEO Resources
#sem#seo#ppc
#ganalytics
#sem#seo#ppc
#ganalytics
AvinashAvinash
Thank You!Thank You!
Scott Mowery
@scottmowery
http://www.linkedin.com/in/scottmowery