search engine optimization secrets
TRANSCRIPT
Search Engine Optimization Secrets
AIM 2009
What Makes a Site Win Top Rank? Competitive challenge Page rank Smart targeting of customer groups Well written, well structured copy Copy placement Keyword density Concept clustering Keyword selection and use Removal of technical obstacles Link community size Link community quality Copy growth Penalty factors Engine “mood” changes...
The Challenge of Search “Overall, effective SEM requires the integration of many
disciplines… a marketer at heart, yet have client service (people) skills... possess copywriting abilities,
knowledge of HTML... understand Web site architecture, usability, and site navigation, and have the technical
aptitude to employ sophisticated tools, while also possessing a keen linguistic sense.”
• from an article about why good search marketers are hard to find.
The Steps
Search Hot Spots
Keyword Research
Search Tail
Search is Getting More Complex
Tracking, Reporting are Key
Code Problems?
Brave Volunteer Needed!
Then let’s talk about conversion.. This is scarier…. Much scarier!
Common Problems
• Home Page Confusion
• Poor Organization
• Lack of Compelling Content
• Weak Call to Action
• Obscure or Confusing Paths
How to Get My Attention!
People Don’t Read, We Satisfice, So Use:
• Pictures and visuals
• Headlines and titles
• Navigation links
• Text links
Does this look more fun?
Or this?
5 Ways to Draw Attention
• Size (more is more)
• Motion (flash?)
• Colour (bright, warm)
• Position (upper left)
• Shape (odd or overlapping)
Simple Org. Tools Essential
More companies are getting 'It'...
•Nestor Falls Fly-in Fishing> Old: http://www.nestorfalls.com/> New: http://www.alphasearch.ca/client/nestorFalls/
•Ad Astra International> Old: http://www.aaii.ca/webflash/fechas/index.html > New: http://www.ariluk.com.mx/adastra/index.html
•Gray Rocks Resort> Old:
http://web.archive.org/web/20040329041504/http://www.grayrocks.com/
> New: http://www.grayrocks.com/en/
Case Study: Mont Blanc Ski Resort
SkiMontBlanc.com
Go Forward and Win Customers!
• Rob Swick, AlphaSearch.ca
• 902.412.2266
• SEO, SEM, Strategy & Planning
• Tell me how you liked this talk and I will review your site.