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SEO for Visibility Action amp Conversion Kevin Mullett

SEO for Visibility Action amp Conversion Kevin Mullett

kevinmullettcomtwittercomkmullettfacebookcomkevinmullettlinkedincominkevinmullettjust google ldquokevin mullettrdquo

director of product development

SEO optimization marketing or visibility

search engine optimization isdeveloping a website utilizing best

practices and in such a manor that there are no encumbrances to the search engines ability to crawl a site and properly understand the subject of the site find the sites pages links and documents so that it might be included in the search engines organic or natural index appropriately

but it depends on who you ask and

search engine marketing is an open debate

SEO technical onsite amp offsite factors

There are technical onsite amp offsite factors that

contribute to your sites SERP performance

SEO winning requires knowledge

bull what are the rules

bull how can i optimize within the rules

bull which races can i win while staying within my budget

bull am i dedicated to the winning strategy

bull how much is winning worth

SEO architecture matters

bull irsquove never seen a perfect launch ie one where I got todo everything I wanted

bull projects are always limited by time money effort resources knowledge buy in (from HIPPOs or clients)

bull test conversions measure results

SEO is it the intent winner

bull socialbull dmbull tvbull radiobull tradeshowsbull newspaperbull yellow pagesbull search Marketingbull SEO

SEO visibility is online currency

bull no visibility = no clicks

bull unattractive or spammy titles amp descriptions (snippets) = no clicks

bull clicks for incorrect terms = no conversion

bull poorly planned landing pages with no CTA = no conversion

SEO are you in trouble

if your site ishellipbull trapped by flash

bull looking good but canrsquotbe found

bull built in a way thatprevents you fromchanging or adding content

bull if you canrsquot change page titles and meta descriptions

yoursquore in trouble

ask for a free lame duck site evaluation

big year for search engine changesgoogle alone uses over 200 criteriasignals for ranking site pages

performs over 6000 tests and subsequently changes over 400 algorithms per year

a few google changes in 2010bull real time search if something is trending you will see itbull forced customized (personalized) search

if yoursquore logged in you see customized results with social circle included

bull webmaster console removed pagerank added Labs which includes site performance fetch as googlebot and malware detail tools

bull normal (xml) sitemaps news sitemaps video sitemaps

SEO keep moving forward

SEO google mayday

google mayday (April 28th ndash May 3rd)

bull no human intervention all algorithmic

bull looking for signals of QUALITY

bull deep page content crawling

bull looking for best sites for long-tailed queries

bull not from the webspam team

SEO technical onsite amp offsite factors

There are technical onsite amp offsite factors that

contribute to your sites SERP performance

SEO winning requires knowledge

bull what are the rules

bull how can i optimize within the rules

bull which races can i win while staying within my budget

bull am i dedicated to the winning strategy

bull how much is winning worth

SEO architecture matters

bull irsquove never seen a perfect launch ie one where I got todo everything I wanted

bull projects are always limited by time money effort resources knowledge buy in (from HIPPOs or clients)

bull test conversions measure results

SEO is it the intent winner

bull socialbull dmbull tvbull radiobull tradeshowsbull newspaperbull yellow pagesbull search Marketingbull SEO

SEO visibility is online currency

bull no visibility = no clicks

bull unattractive or spammy titles amp descriptions (snippets) = no clicks

bull clicks for incorrect terms = no conversion

bull poorly planned landing pages with no CTA = no conversion

SEO are you in trouble

if your site ishellipbull trapped by flash

bull looking good but canrsquotbe found

bull built in a way thatprevents you fromchanging or adding content

bull if you canrsquot change page titles and meta descriptions

yoursquore in trouble

ask for a free lame duck site evaluation

big year for search engine changesgoogle alone uses over 200 criteriasignals for ranking site pages

performs over 6000 tests and subsequently changes over 400 algorithms per year

a few google changes in 2010bull real time search if something is trending you will see itbull forced customized (personalized) search

if yoursquore logged in you see customized results with social circle included

bull webmaster console removed pagerank added Labs which includes site performance fetch as googlebot and malware detail tools

bull normal (xml) sitemaps news sitemaps video sitemaps

SEO keep moving forward

SEO google mayday

google mayday (April 28th ndash May 3rd)

bull no human intervention all algorithmic

bull looking for signals of QUALITY

bull deep page content crawling

bull looking for best sites for long-tailed queries

bull not from the webspam team

SEO winning requires knowledge

bull what are the rules

bull how can i optimize within the rules

bull which races can i win while staying within my budget

bull am i dedicated to the winning strategy

bull how much is winning worth

SEO architecture matters

bull irsquove never seen a perfect launch ie one where I got todo everything I wanted

bull projects are always limited by time money effort resources knowledge buy in (from HIPPOs or clients)

bull test conversions measure results

SEO is it the intent winner

bull socialbull dmbull tvbull radiobull tradeshowsbull newspaperbull yellow pagesbull search Marketingbull SEO

SEO visibility is online currency

bull no visibility = no clicks

bull unattractive or spammy titles amp descriptions (snippets) = no clicks

bull clicks for incorrect terms = no conversion

bull poorly planned landing pages with no CTA = no conversion

SEO are you in trouble

if your site ishellipbull trapped by flash

bull looking good but canrsquotbe found

bull built in a way thatprevents you fromchanging or adding content

bull if you canrsquot change page titles and meta descriptions

yoursquore in trouble

ask for a free lame duck site evaluation

big year for search engine changesgoogle alone uses over 200 criteriasignals for ranking site pages

performs over 6000 tests and subsequently changes over 400 algorithms per year

a few google changes in 2010bull real time search if something is trending you will see itbull forced customized (personalized) search

if yoursquore logged in you see customized results with social circle included

bull webmaster console removed pagerank added Labs which includes site performance fetch as googlebot and malware detail tools

bull normal (xml) sitemaps news sitemaps video sitemaps

SEO keep moving forward

SEO google mayday

google mayday (April 28th ndash May 3rd)

bull no human intervention all algorithmic

bull looking for signals of QUALITY

bull deep page content crawling

bull looking for best sites for long-tailed queries

bull not from the webspam team

SEO architecture matters

bull irsquove never seen a perfect launch ie one where I got todo everything I wanted

bull projects are always limited by time money effort resources knowledge buy in (from HIPPOs or clients)

bull test conversions measure results

SEO is it the intent winner

bull socialbull dmbull tvbull radiobull tradeshowsbull newspaperbull yellow pagesbull search Marketingbull SEO

SEO visibility is online currency

bull no visibility = no clicks

bull unattractive or spammy titles amp descriptions (snippets) = no clicks

bull clicks for incorrect terms = no conversion

bull poorly planned landing pages with no CTA = no conversion

SEO are you in trouble

if your site ishellipbull trapped by flash

bull looking good but canrsquotbe found

bull built in a way thatprevents you fromchanging or adding content

bull if you canrsquot change page titles and meta descriptions

yoursquore in trouble

ask for a free lame duck site evaluation

big year for search engine changesgoogle alone uses over 200 criteriasignals for ranking site pages

performs over 6000 tests and subsequently changes over 400 algorithms per year

a few google changes in 2010bull real time search if something is trending you will see itbull forced customized (personalized) search

if yoursquore logged in you see customized results with social circle included

bull webmaster console removed pagerank added Labs which includes site performance fetch as googlebot and malware detail tools

bull normal (xml) sitemaps news sitemaps video sitemaps

SEO keep moving forward

SEO google mayday

google mayday (April 28th ndash May 3rd)

bull no human intervention all algorithmic

bull looking for signals of QUALITY

bull deep page content crawling

bull looking for best sites for long-tailed queries

bull not from the webspam team

SEO is it the intent winner

bull socialbull dmbull tvbull radiobull tradeshowsbull newspaperbull yellow pagesbull search Marketingbull SEO

SEO visibility is online currency

bull no visibility = no clicks

bull unattractive or spammy titles amp descriptions (snippets) = no clicks

bull clicks for incorrect terms = no conversion

bull poorly planned landing pages with no CTA = no conversion

SEO are you in trouble

if your site ishellipbull trapped by flash

bull looking good but canrsquotbe found

bull built in a way thatprevents you fromchanging or adding content

bull if you canrsquot change page titles and meta descriptions

yoursquore in trouble

ask for a free lame duck site evaluation

big year for search engine changesgoogle alone uses over 200 criteriasignals for ranking site pages

performs over 6000 tests and subsequently changes over 400 algorithms per year

a few google changes in 2010bull real time search if something is trending you will see itbull forced customized (personalized) search

if yoursquore logged in you see customized results with social circle included

bull webmaster console removed pagerank added Labs which includes site performance fetch as googlebot and malware detail tools

bull normal (xml) sitemaps news sitemaps video sitemaps

SEO keep moving forward

SEO google mayday

google mayday (April 28th ndash May 3rd)

bull no human intervention all algorithmic

bull looking for signals of QUALITY

bull deep page content crawling

bull looking for best sites for long-tailed queries

bull not from the webspam team

SEO visibility is online currency

bull no visibility = no clicks

bull unattractive or spammy titles amp descriptions (snippets) = no clicks

bull clicks for incorrect terms = no conversion

bull poorly planned landing pages with no CTA = no conversion

SEO are you in trouble

if your site ishellipbull trapped by flash

bull looking good but canrsquotbe found

bull built in a way thatprevents you fromchanging or adding content

bull if you canrsquot change page titles and meta descriptions

yoursquore in trouble

ask for a free lame duck site evaluation

big year for search engine changesgoogle alone uses over 200 criteriasignals for ranking site pages

performs over 6000 tests and subsequently changes over 400 algorithms per year

a few google changes in 2010bull real time search if something is trending you will see itbull forced customized (personalized) search

if yoursquore logged in you see customized results with social circle included

bull webmaster console removed pagerank added Labs which includes site performance fetch as googlebot and malware detail tools

bull normal (xml) sitemaps news sitemaps video sitemaps

SEO keep moving forward

SEO google mayday

google mayday (April 28th ndash May 3rd)

bull no human intervention all algorithmic

bull looking for signals of QUALITY

bull deep page content crawling

bull looking for best sites for long-tailed queries

bull not from the webspam team

SEO are you in trouble

if your site ishellipbull trapped by flash

bull looking good but canrsquotbe found

bull built in a way thatprevents you fromchanging or adding content

bull if you canrsquot change page titles and meta descriptions

yoursquore in trouble

ask for a free lame duck site evaluation

big year for search engine changesgoogle alone uses over 200 criteriasignals for ranking site pages

performs over 6000 tests and subsequently changes over 400 algorithms per year

a few google changes in 2010bull real time search if something is trending you will see itbull forced customized (personalized) search

if yoursquore logged in you see customized results with social circle included

bull webmaster console removed pagerank added Labs which includes site performance fetch as googlebot and malware detail tools

bull normal (xml) sitemaps news sitemaps video sitemaps

SEO keep moving forward

SEO google mayday

google mayday (April 28th ndash May 3rd)

bull no human intervention all algorithmic

bull looking for signals of QUALITY

bull deep page content crawling

bull looking for best sites for long-tailed queries

bull not from the webspam team

big year for search engine changesgoogle alone uses over 200 criteriasignals for ranking site pages

performs over 6000 tests and subsequently changes over 400 algorithms per year

a few google changes in 2010bull real time search if something is trending you will see itbull forced customized (personalized) search

if yoursquore logged in you see customized results with social circle included

bull webmaster console removed pagerank added Labs which includes site performance fetch as googlebot and malware detail tools

bull normal (xml) sitemaps news sitemaps video sitemaps

SEO keep moving forward

SEO google mayday

google mayday (April 28th ndash May 3rd)

bull no human intervention all algorithmic

bull looking for signals of QUALITY

bull deep page content crawling

bull looking for best sites for long-tailed queries

bull not from the webspam team

SEO google mayday

google mayday (April 28th ndash May 3rd)

bull no human intervention all algorithmic

bull looking for signals of QUALITY

bull deep page content crawling

bull looking for best sites for long-tailed queries

bull not from the webspam team

SEO google caffeine data center change

google caffeine (June 8th)

bull 50 fresher results over previous index

bull over 100 million gig of storage

bull emphasis on indexing speed

bull emphasis on freshness and frequency

bull continuous updating globally

SEO bing + yahoo = binghoo

did you know will it change what your doing

bull yahoo has switched to bing SERP results(started in July completed Aug 24th)

according to nielsen company that puts binghoo at 26

SEO bing + facebook = social SERPs

did you know how will it change your companies facebookparticipation

SEO whatrsquos what

there are many ways google presents results

SEO google instant

how will google instant change SEObull long tail short tail keyword phrases traffic adsense impressionshellip

SEO all things being equal

there are over 200 criteria so you must do competitive

analysis to maximize your return on efforts

SEO action 1

bull create a list of competitors sites

bull run competitive analysis with majestic SEOmajesticseocombulk-backlink-checkerphp

bull develop a plan to win or call in reinforcements

SEO whatrsquos what

there are many ways google presents results

SEO google instant

how will google instant change SEObull long tail short tail keyword phrases traffic adsense impressionshellip

SEO all things being equal

there are over 200 criteria so you must do competitive

analysis to maximize your return on efforts

SEO action 1

bull create a list of competitors sites

bull run competitive analysis with majestic SEOmajesticseocombulk-backlink-checkerphp

bull develop a plan to win or call in reinforcements

SEO google instant

how will google instant change SEObull long tail short tail keyword phrases traffic adsense impressionshellip

SEO all things being equal

there are over 200 criteria so you must do competitive

analysis to maximize your return on efforts

SEO action 1

bull create a list of competitors sites

bull run competitive analysis with majestic SEOmajesticseocombulk-backlink-checkerphp

bull develop a plan to win or call in reinforcements

SEO all things being equal

there are over 200 criteria so you must do competitive

analysis to maximize your return on efforts

SEO action 1

bull create a list of competitors sites

bull run competitive analysis with majestic SEOmajesticseocombulk-backlink-checkerphp

bull develop a plan to win or call in reinforcements

SEO action 1

bull create a list of competitors sites

bull run competitive analysis with majestic SEOmajesticseocombulk-backlink-checkerphp

bull develop a plan to win or call in reinforcements

SEO be local if local

bull mobile device ldquolocal searchesrdquo on the risebull local search instills high confidence with searchersbull social applications like brightkite foursquare gowalla

SEO action 2

grab your local listingsgetlistedorg

SEO action 2

grab your local listingsgetlistedorg

SEO action 3

review your local analyticsgooglecomplaces

SEO action 4

setup google profiles for you amp your businessgooglecomprofiles

SEO we all want to be 1

but we canrsquot all be number one

SEO select the right keywords

Weve taken clients to number one on Googlebased on keywords they insisted had to be there only to find outthat a slight derivation would have yielded exponential traffic

SEO action 5

bull poll your customer facing employees ask who are your clients

bull write down what you really do amp who you are competing against

bull take the keywords amp keyword phrases you think are important and verify volume withadwordsgooglecomselectKeywordToolExternal

SEO select the right keywords

Weve taken clients to number one on Googlebased on keywords they insisted had to be there only to find outthat a slight derivation would have yielded exponential traffic

SEO action 5

bull poll your customer facing employees ask who are your clients

bull write down what you really do amp who you are competing against

bull take the keywords amp keyword phrases you think are important and verify volume withadwordsgooglecomselectKeywordToolExternal

SEO action 5

bull poll your customer facing employees ask who are your clients

bull write down what you really do amp who you are competing against

bull take the keywords amp keyword phrases you think are important and verify volume withadwordsgooglecomselectKeywordToolExternal

SEO irsquove nothing to write

a common complaint is not

knowing what to write amp what

keywords to target

bull fresh content is crucial

bull newest articles winall else being equal

bull increases site depth

bull increases crawl rate

SEO technical considerations

when writing page titlesbull keep the title to 70 characters when possiblebull use localization and keywordskeyphrases early in the titlebull think about attractiveness + bolded words (will it get clicked)

when writing meta descriptions(these usually become snippet)

bull keep the description to 156 characters when possiblebull think about attractiveness + bolded words

consider the impact on your CTR and visibilitywords included in your titles and descriptions should also appear on the page

SEO technical considerations

header tags H1-H6

alt tags often missed(dont say picture or image of google already knows its an image)

SEO action 6

bull for each page of your site run amp reviewtoolsseobookcomgeneralkeyword-density(dont try so hard to get a certain saturation that you lose good long tail connecting words or relevance Donrsquot stress about duplicate content)

bull change title tags amp descriptions first because they are valuable amp clarify thinking

bull start with keywords amp keyword phrases you already rank for

bull make sure there is a call to action on every page

SEO technical considerations

when writing page titlesbull keep the title to 70 characters when possiblebull use localization and keywordskeyphrases early in the titlebull think about attractiveness + bolded words (will it get clicked)

when writing meta descriptions(these usually become snippet)

bull keep the description to 156 characters when possiblebull think about attractiveness + bolded words

consider the impact on your CTR and visibilitywords included in your titles and descriptions should also appear on the page

SEO technical considerations

header tags H1-H6

alt tags often missed(dont say picture or image of google already knows its an image)

SEO action 6

bull for each page of your site run amp reviewtoolsseobookcomgeneralkeyword-density(dont try so hard to get a certain saturation that you lose good long tail connecting words or relevance Donrsquot stress about duplicate content)

bull change title tags amp descriptions first because they are valuable amp clarify thinking

bull start with keywords amp keyword phrases you already rank for

bull make sure there is a call to action on every page

SEO technical considerations

header tags H1-H6

alt tags often missed(dont say picture or image of google already knows its an image)

SEO action 6

bull for each page of your site run amp reviewtoolsseobookcomgeneralkeyword-density(dont try so hard to get a certain saturation that you lose good long tail connecting words or relevance Donrsquot stress about duplicate content)

bull change title tags amp descriptions first because they are valuable amp clarify thinking

bull start with keywords amp keyword phrases you already rank for

bull make sure there is a call to action on every page

SEO action 6

bull for each page of your site run amp reviewtoolsseobookcomgeneralkeyword-density(dont try so hard to get a certain saturation that you lose good long tail connecting words or relevance Donrsquot stress about duplicate content)

bull change title tags amp descriptions first because they are valuable amp clarify thinking

bull start with keywords amp keyword phrases you already rank for

bull make sure there is a call to action on every page

SEO internal linking donrsquot click here

formulating your internal linking structure

bull search engines want to know whatrsquos on the other end

bull keyword use where it is highly valuable

example click here for our Search Engine Optimization Services

SEO all backlinks arenrsquot equal

why do we want backlinks

bull visibility brand recognition

bull traffic generation linkbait(to pages or our site)

bull to encourage page or site indexing

bull increase page rank authority to impact SERPs

bull because someone told you to get them

SEO action 7

bull ask Suppliers for backlinks

bull ask Customers (mutually beneficial btw)

bull create new subject matter expert articles on your site and tell the world

bull link to the page with content not always home

bull look for places to post your site or site RSS feed

SMO action 8

grab your brand

bull mass id check with namechkcom

SEO action 7

bull ask Suppliers for backlinks

bull ask Customers (mutually beneficial btw)

bull create new subject matter expert articles on your site and tell the world

bull link to the page with content not always home

bull look for places to post your site or site RSS feed

SMO action 8

grab your brand

bull mass id check with namechkcom

SMO action 8

grab your brand

bull mass id check with namechkcom

SEO action 9

article awareness distributing RSS

bull social visibility mybloglogcom

SEO action 10

network your brand

bull join some groups on ningcom amp linkedincom

bull check google analytics or server logs forbounce rates time on site pages visited conversion pages confirmation pages (setup advanced filters amp funnels)

bull monitor contacts calls lead sources

bull google ab testing

SEO did it work do it again

SEO action 11

get Rank Checkera Firefox browser add-on

bull measure baseline

bull measure changes

bull measure competition

bull check in private browsing

SEO action 11

get Rank Checkera Firefox browser add-on

bull measure baseline

bull measure changes

bull measure competition

bull check in private browsing

SEO upcoming NetCentered Marketing

join Mark Burke amp Matt Nickols for our upcoming

NetCentered Marketing SeminarTuesday December 7th NetCentered Marketing Seminar RSVP

Well Help You Master Internet Marketing

These days itrsquos more important than ever for you to reach new prospects satisfy customers find new efficiencies and grow your business The Webs the way to do it We can help Call 18778174442

18778174442

18778174442