seo workshop at microsoft's apc 2010
DESCRIPTION
This was presented 4 times across 2 days at Microsoft's annual Australian Partner Conference (APC 2010) on the Gold Coast in September 2010. This presentation is aimed at educate Microsoft Partners on Search Engine Optimisation (SEO) and showcase some free Microsoft tools to help partners with attracting more customer via search engines.TRANSCRIPT
SEO Workshop
Presenter:MARK VOZZO - MICROSOFT AUSTRALIA
About the Presenter
Mark Vozzo• A passionate Digital Marketer• Over 10 years in Digital (my entire
career)• Practiced SEO before Google born
Agenda
Part A – Background on Search-Search in Australia-Difference Between SEM & SEO-Three C’s to SEO
Part B – What you can do to improve your rankings-Download Microsoft’s free SEO Toolkit-An SEO review of a MS Partner website using the SEO Toolkit-SEO Packages available to Partners
Q: What’s your favourite Search Engine?
Australian Search Engine Market share (Hitwise – Jun 2010)
Difference between SEM & SEO
SEO - Search Engine Optimisation (Organic Search):
SEM - Search Engine Marketing (Paid Search/PPC):
SEOOrganic Search Results
Area
SEMPaid Search Results Area
Eye Tracking Heat map Research
Content(Unique +
High Value)
SEO is the combined effect of all of these.
Crawl-ability(Technical + sitemaps)
Connections(Links + Authority)
Three C’s to SEO
Crawl-ability
Search Engines Spiders areDeaf, Dumb & Blind
Crawl-ability Story: FuturesMagazine.Asia
How to check the Crawl-ability of your site?
How to fix a Crawl-ability Issue?
Fresh
Keyword Research
Unique
Avoid Adobe Flash
Title and Meta Description Tags are important
Title and Meta Description Tags are important
Title and Meta Description Tags are important
Links make your website strong
1 Link = 1 Vote
3 types of links:Internal
OutboundInbound
Connections – The “Click Here” Story
Connections – The “Click Here” Story
Connections – The “Click Here” Story
Connections – The “Click Here” Story
Agenda
Part A – Background & Search Opportunity-Search in Australia-Difference Between SEM & SEO-Three C’s to SEO
Part B – Here’s what you can do…-Download Microsoft’s free SEO Toolkit-An SEO review of an existing MS Partner site -SEO Packages available to Partners
2 x Critical Web Analytics Reports for SEO
Where to download the SEO Toolkit
http://www.iis.net/download/seotoolkit
+
Microsoft SEO Toolkit is…
www.tecala.com.au
A new site is coming in Oct 2010.
SEO Toolkit – Summary Screen
SEO Toolkit – Violations Summary
SEO Toolkit: Crawl-ability
Check Crawl-ability
SEO Toolkit demo: Content
SEO Toolkit Demo: Check Title Tags
SEO Toolkit Demo: Check Title Tags
SEO Toolkit: Missing Page Descriptions
The WhyThe Why
The WhatThe What
Google Search Results
SEO Issues:Page Titles•Should be Unique•Use Good Keywords
Description Tag•If blank, Google will make up the description for the page.•This should be a concise summary of the page with a call to action.
SEO Toolkit demo: Connections
SEO Toolkit: Check for Broken Links
What pages are linking to broken pages?
This page links to the Broken Page, hence needs to be fixed.
SEO Services for MS Partnershttp://www.seoservicesformspartners.com
SEO Detailed Report (60+ page report)
Example Reports: Competitor Analysis
In Summary: Next Steps Checklist Apply the Three C’s to SEO on your site
– Crawl-ability– Content– Connections
Run Web Analytics (a pre-requisite for SEO)– Review key Search reports
Download the Microsoft SEO Toolkithttp://www.iis.net/download/seotoolkit – Check Violations Summary Report and schedule fixes
Consider engaging Professional SEO Serviceshttp://www.seoservicesformspartners.com
Any Questions?
Mark Vozzo• Email: [email protected]• LinkedIn: http://linkedin.com/in/markvozzo• Twitter: @markvozzo