mria is presenting the 3 rd free webinar in the 2009-10 series january 20, 2010
TRANSCRIPT
MRIA is presenting the 3rd Free Webinar in the 2009-10 series
January 20, 2010
Search Engine Optimization –Building Customer
Relationships Online
January 20, 2010
By Inga Petri, CMRP Principal, Strategic Moves
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Inga Petri, CMRP• A marketing and marketing research perspective
– Canadian book publishing – sales and marketing (6 yrs)– Advertising agency – account management (10 yrs)– Independent strategy consultancy (3 yrs)
• Research-based strategy development and implementation• Online since 1995
– Helps clients navigate the labyrinth of online channels and develop strategies• Wide range of clients and sectors including
– Iridium Satellite Communications, Nokia– National Arts Centre, Canadian War Museum– Canadian Geographic – Canadian Atlas Online– Cdn Medical Assoc., Cdn Wireless Telecommunications Assoc. – Federal government– Locally-based: Alavida Lifestyles
• Presents at conferences, professional meetings and in post-secondary institutions• MRIA Ottawa Chapter board of directors since 2004
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Disruption to ‘traditional’ media is irrevocable
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Into the future
So, what is online marketing all about?
• Connecting with the right people where they are in ways that are meaningful to them.
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Online Channel Ecosystem
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The importance of getting found
• What I want, when I am ready, wherever I am, in just the way I want it
• People don’t want to ‘search’, they want to ‘find’– Keyword thinking
• Brand matters online– Trust can be won and lost in an instant– Search engine often first encounter SEO is important
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From a recent SEO improvement experiment
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Why does the listing look like this?
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Because the site tells it to.
How is this code displayed on live site?
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Created in Flash – cannot be seen by search engines!
The fix: A small change to code
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... and homepage: useful for visitor and search engine
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Search result listing improved
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SEARCH ENGINE OPTIMIZATION GOES BEYOND SEARCH ENGINES ...
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My new site: created for web users ...
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... constructed for search engines: Using important meta tags – core value proposition
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SEO reaches beyond search engines – “Description” tag is used by other sites, too.
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#1 in Canada and #4 in world within days of launch ... and alerting Google
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Know-how on Search Engine Optimization• Write/Rewrite the site for people
– Start with your keyword list– Use your keywords, rather than
‘creative’ variants – Importance of titles, headings, body
text– Be authentic and trustworthy
• Construct code for search engines– Power of the url– Important Meta tags– Image tags– Every page can be optimized – put
effort where it matters• Linking Strategy – Hubs matter
– Reputable, authentic– Use your url – minimize microsites that
use unrelated (campaign) urls– Google Wonder Wheel
• Strategy is important– What is the site’s purpose and how
does it deliver on that purpose– Global or local markets
• Analytics– Web Traffic Statistics
• Traffic and keyword analysis– Text analysis
• Keyword extraction • Term targeting• Brand communications
– Crawl test (how a search engine sees your site)
– Indexed pages– Rank Tracker– Back links– W3C validation
– Track key competitors (they may be different from bricks and mortar world)
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Some resources
• code.google.com– SEO starter guide PDF
• www.digital-web.com• www.seomoz.org• www.google.com - Keyword tool (Adwords)• www.wordtracker.com• www.trellian.com• www.alexa.com• www.radian6.com• www.dna13.com
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INGA PETRI, CMRPOTTAWA, ONTARIO www.strategicmoves.ca613-558-8433 [email protected]
Questions, Comments, Discussion
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Computers count
People measure