Download - All about SEO in 30 minutes, HostingCon 2012
@stonetemple / +Eric Enge
Making SEO a Source of New Business
@stonetemple / +Eric Enge2
First Off... Who Am I?
• Co-author of The Art of SEO• President of Stone Temple Consulting
– 25+ person SEO and PPC firm
• Trainer for Instant E-Training• On Twitter: @stonetemple• On Google+: +Eric Enge
2
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Part I
Introduction
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@stonetemple / +Eric Enge97,000 years to download on your cable modem
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0.4 SecondsResponse Time
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Images Videos
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Your Opportunity in Search?
80%
15%
SEO: 78%PPC: 22%
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Part 2
On Page SEO
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Role of On Page SEO
• Enables you tocompete fortraffic on keywords• Some influenceOn rankings
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Search on Running Shoes
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ZERO Impact on Rankings
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But, The Meta Description Can Influence Click Through Rate
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On Page SEO Success in Six Steps
1 … 2 … 3 … 4 … 5 … 6
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1. Make Sure Your Site Can Be Read• Starts with your CMS
– Research SEO friendliness via search– E.g. “Drupal SEO”– All platforms require configuration– Learn how, and then do it– Get help if you need it
• Don’t build the whole site in Flash• Don’t use hard to parse JavaScript for Navigation
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2. Learn Your Keyword Space
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2. Keyword Space (cont’d)
• Use the AdWords Keyword Tool• Or the Bing Tool within their Webmaster Tools• Find out what people are searching on• Focus on relevant variants of your
products/services• Get creative• Build a list and prioritize
– Based on volume and likelihood to convert
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3. Smart Hierarchy, Great Titles
• One page for each major relevant term• User friendly page flow• Max 65 characters per title tag• Avoid duplicate / competing title tags
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Simple, Easy Hierarchy
Home
Pline 1 Pline 2 Info News
P1 - 1
P1 - 2
P1 - 3
P2 - 1
P2 - 2
P2 - 3
Different TitleEach Page
A Page for Each MajorProduct/Service/Need
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4. Different Copy For Each Page
Avoid Excessive Boilerplate Text!
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5. Avoid Duplicate Content
DNS ServicesOur DNS Services offer best in class response time toe people lucky enough and smart enough to buy …
DNS ServicesOur DNS Services offer best in class response time toe people lucky enough and smart enough to buy …
DNS ServicesOur DNS Services offer best in class response time toe people lucky enough and smart enough to buy …
URL 1 URL 2 URL 3
Each URL is a separate page to the search enginesEach consumes PageRankEach will get crawled
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6. Smart Meta Descriptions
• Should sell to entice clickthrough• But … don’t go into sales speak
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Part 3
Links Drive Rankings
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Links are Like Votes in an Election
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Who Rank’s First?
Joe’sBookStore
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Links Are Not Created Equal
Web Site A
Web Site B
KillerLink 1
Link 1Link 2……..…1,000
#1!
#2
Search Results
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Academic Citation
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Not Bought
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Not Bartered
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Not Stolen
Anonymous Said:
Cheap ViagraCialisLevitra
Add Your Comment Here
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Link Building Success in Six Steps
1 … 2 … 3 … 4 … 5 … 6
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1. Be a Freaking Expert
• OK, not that kind of freak
• KNOW your stuff as good as, or better than, anyone else
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2. Differentiate Your Expertise
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3. Great Content On Site
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4. Great Content Off Site
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Direct Outreach
5. Tell Everyone
Potential Linker
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6. Be a Member of the Community• Participate• Share• Try to share
more than you get shared
• After awhile, it gets really hard!
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Part 4
Role of Social Media
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The Basics
Better to excel at one, then dabble in all 4Of course, grab your profile for all
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Basic Rules
• Add Lots of value• Be a member of the community• Participate … Share• Try to share more than you get shared
• Build an audience
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Major Drivers … NOT!
• Likes and +1s only ranking factors for friends• Shares not visible to Google• Tweeted links can help Google discover
content faster
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Many Studies Show Correlations …
• Between Shares and Rankings
• Beware “Correlation” Studies!
DrowningDeaths
Ice CreamConsumption
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The Synergy We’re Looking For
Traffic, Links & New Subscribers
Shared onSocial Networks
Helps DriveNew Followers,Fans, Friends
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The Power of Social Relationships
(Influencers)
(Your Stuff)
(Sharing)
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Thank You!
Eric [email protected]@stonetemple+Eric Enge(508) 485-7751www.stonetemple.com