seo workshop at microsoft's apc 2010

SEO Workshop

Presenter:MARK VOZZO - MICROSOFT AUSTRALIA

About the Presenter

Mark Vozzo• A passionate Digital Marketer• Over 10 years in Digital (my entire

career)• Practiced SEO before Google born

Agenda

Part A – Background on Search-Search in Australia-Difference Between SEM & SEO-Three C’s to SEO

Part B – What you can do to improve your rankings-Download Microsoft’s free SEO Toolkit-An SEO review of a MS Partner website using the SEO Toolkit-SEO Packages available to Partners

Q: What’s your favourite Search Engine?

Australian Search Engine Market share (Hitwise – Jun 2010)

Difference between SEM & SEO

SEO - Search Engine Optimisation (Organic Search):

SEM - Search Engine Marketing (Paid Search/PPC):

SEOOrganic Search Results

Area

SEMPaid Search Results Area

Eye Tracking Heat map Research

Content(Unique +

High Value)

SEO is the combined effect of all of these.

Crawl-ability(Technical + sitemaps)

Connections(Links + Authority)

Three C’s to SEO

Crawl-ability

Search Engines Spiders areDeaf, Dumb & Blind

Crawl-ability Story: FuturesMagazine.Asia

How to check the Crawl-ability of your site?

How to fix a Crawl-ability Issue?

Fresh

Keyword Research

Unique

Avoid Adobe Flash

Title and Meta Description Tags are important

Title and Meta Description Tags are important

Title and Meta Description Tags are important

Links make your website strong

1 Link = 1 Vote

3 types of links:Internal

OutboundInbound

Connections – The “Click Here” Story

Connections – The “Click Here” Story

Connections – The “Click Here” Story

Connections – The “Click Here” Story

Agenda

Part A – Background & Search Opportunity-Search in Australia-Difference Between SEM & SEO-Three C’s to SEO

Part B – Here’s what you can do…-Download Microsoft’s free SEO Toolkit-An SEO review of an existing MS Partner site -SEO Packages available to Partners

2 x Critical Web Analytics Reports for SEO

Where to download the SEO Toolkit

http://www.iis.net/download/seotoolkit

+

Microsoft SEO Toolkit is…

www.tecala.com.au

A new site is coming in Oct 2010.

SEO Toolkit – Summary Screen

SEO Toolkit – Violations Summary

SEO Toolkit: Crawl-ability

Check Crawl-ability

SEO Toolkit demo: Content

SEO Toolkit Demo: Check Title Tags

SEO Toolkit Demo: Check Title Tags

SEO Toolkit: Missing Page Descriptions

The WhyThe Why

The WhatThe What

Google Search Results

SEO Issues:Page Titles•Should be Unique•Use Good Keywords

Description Tag•If blank, Google will make up the description for the page.•This should be a concise summary of the page with a call to action.

SEO Toolkit demo: Connections

SEO Toolkit: Check for Broken Links

What pages are linking to broken pages?

This page links to the Broken Page, hence needs to be fixed.

SEO Services for MS Partnershttp://www.seoservicesformspartners.com

SEO Detailed Report (60+ page report)

Example Reports: Competitor Analysis

Cost for the MS Partner SEO Packages

Contact:info@seoservicesformspartners.com

In Summary: Next Steps Checklist Apply the Three C’s to SEO on your site

– Crawl-ability– Content– Connections

Run Web Analytics (a pre-requisite for SEO)– Review key Search reports

Download the Microsoft SEO Toolkithttp://www.iis.net/download/seotoolkit – Check Violations Summary Report and schedule fixes

Consider engaging Professional SEO Serviceshttp://www.seoservicesformspartners.com

Any Questions?

Mark Vozzo• Email: i-mavozz@microsoft.com• LinkedIn: http://linkedin.com/in/markvozzo• Twitter: @markvozzo