seo: overview & examples
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SEO: Overview & Examples . Jim Holcomb July 12, 2011. Search Engine Optimization (SEO). - PowerPoint PPT PresentationTRANSCRIPT
SEO: Overview & Examples
Jim HolcombJuly 12, 2011
Search Engine Optimization (SEO)
• Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. (wikipedia)
Inbound Marketing Toolkit
• Website/Blogging– Promotes engagement & dialogue
• Social Media– Engagement and dialogue
• Search (Paid & SEO)– Be found easily
Inbound Marketing
• Inbound marketing is a marketing strategy that focuses on getting found by customers. (wikipedia)– Marketers "earn their way in“ vs. "buy, beg, or bug
their way in“– Hunting vs. Farming
www.InboundMarketing.com
• Turn strangers into friends. • Turn friends into customers.• And then... do the most important job: Turn
your customers into salespeople.
http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
Inbound Marketing Process
Idea for Content
Delivery/ Engagement
Platform- Website- Blog- Social
Media
Audience Growth
I love search!
Search Stats• 16.95 billion searches August
2010 – 22% YoY (comScore)
• ROI from SEO is highest of all channels including Email – 70% (marketing sherpa)
Recent Developments
• The Rise of Bing - A Two Engine World• Google Instant• Google Caffeine• Google+
Self-Assessment of Your Site
Start with Questions
SEO Six Pack• Plan
– Keyword Selection• Act
– On-Site– Links– Social– Local
• Measure– Review & Adjust Accordingly
Keyword Resources
• KeywordDiscovery.com• Wordstream.com• SEMrush.com• Google AdWords https://adwords.google.com/select/KeywordToolExternal?forceLegacy=true
Keyword Tips
• Focus on 1 Primary and 4 Secondary terms• Review competition & search volume• Give it time!
Act
On-Site - Indexation
• Make sure the site is getting crawled fully– Robots.txt– Meta No Index– Count of URLs Indexed
• Google> “Site:<domain>”
• XML Site Maps - http://www.xml-sitemaps.com/
On-Site Optimization
On-Site Optimization
Title
Meta Description
Robots.txt
Alt Images
On-Site Assessment
On-Site Tips
• Make sure engines are indexing your site• Include Primary keyword in Title of Home Page• Include Primary and Secondary words in Body
of Home Page
Link Building
Anchor Text
Link Building – A Starting Guide
1. Research2. “Contact” 3. Response
Yes!Or
No?
4. Repeat
Link Opportunities – 90% Success Rates
• Directories are your friends!...Especially when they provide a high quality link and
are free!
Link Opportunities – Leverage Your Members?
• Opportunities to get links back from members– Certifications – ex. Watersavers
– Overall Membership – badges
Advanced Link Opportunities
• Social Bookmarking Sites• PressReleases
–BusinessWire–PRweb
• Industry Forums & Blogs• Publishers/news sites
Leverage Your Competitors
• http://www.opensiteexplorer.org/• http://www.majesticseo.com
Backlink Battle
5,144 links626 links
Vs.
Beware
• Don’t buy links• Beware the link swap – don’t over do link
reciprocity
Helping Members with Link Building
• Public Members Directory?• Dedicated Profile? (ex. brownbook.net)
Link Building Recap
• Research number of backlinks of client vs. competitors
• Overall inbound strategy • Inbound strategy from members?• Outbound strategy to members?
Local
Social
• The Social Trifecta– SERP domination – rep management– SEO link bait– Member/customer voice – megaphone effect
SERP Domination
Engagement – Megaphone Effect
Measure
Backlinks
Measure Tips
• Make sure to do the basics – Rank & Backlinks– www.authoritylabs.com– www.kpmrs.com
• Site analytics– Google Analytics– GetClicky
• Read, react and repeat