Sherrod Seo Presentation4 07

Increasing Search Engine Visibility Practical SEO for Successful Online Businesses John Sherrod Director of SEO and Emerging Technologies Consumer Source Interactive, 2007 Copyright John Sherrod 2007 This work is licensed under a Creative Commons Attribution 3.0 License .

For generations, business was simple:

Build it and they will come…

EXCEPT…there is no foot traffic in cyberspace

Cyber foot traffic comes from search engines: Yahoo 12-28% MSN 8-12% ASK 3-5%

Cyber foot traffic comes from search engines: ,[object Object],[object Object],[object Object],[object Object]

Search Engine Marketing Getting noticed in a virtual world ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Copyright John Sherrod 2007

Also: SEO for Reputation Management

SEM = SEO + PPC ,[object Object],[object Object],[object Object],[object Object],[object Object],To confuse the issue further, “SEM” is commonly interchanged with “PPC”. However, “SEO” always refers to unpaid positioning. Copyright John Sherrod 2007

Some important SEM terms: CPC, CTR and CPA ,[object Object],[object Object],[object Object]

What is SEO? ,[object Object],[object Object]

The University of Google ,[object Object],[object Object],Copyright John Sherrod 2007

The University of Google ,[object Object],[object Object],[object Object],Copyright John Sherrod 2007

Hi, I’m PPC Hello, I’m Organic

The University of Google PPC (paid) listings are highlighted in Yellow Copyright John Sherrod 2007

The University of Google Google even labels “Sponsored” links. Copyright John Sherrod 2007

The University of Google The “organic”, “natural” SEO listings are highlighted in Yellow Note – organic listings cannot be purchased.

Except with Yahoo… New SearchSubmitPro Program fills some top spots on some search queries (#10 is the new #1)

PPC bid prices range from $.05/click to several dollars per click. The average Cost per Click for the search term “rental houses” is $.76/click for the top spot. Copyright John Sherrod 2007 Pay Per Click operates like an auction From Google Adwords Bid Tool

Organic and PPC in real life 60% of searchers click Organic listings!

Don’t forget about Google LOCAL!

Local SEO for “Brick and Mortar” Businesses ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PPC and SEO The one/two punch of SEM ,[object Object],[object Object],[object Object],Copyright John Sherrod 2007

Now….back to SEO ,[object Object]

Now….back to SEO ,[object Object],[object Object]

Keyword research tools What good is #1 ranking for “click here”? ,[object Object],[object Object],[object Object],[object Object],Hint – NONE of these tools are perfect!

Use PPC to evaluate Keywords ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

On to the Optimization ,[object Object],[object Object],[object Object]

Fundamental Overview ,[object Object],[object Object],[object Object],[object Object]

Content is King ,[object Object],[object Object],[object Object],[object Object],[object Object]

Understanding “virtual foot traffic” Robot Basics ,[object Object],[object Object],[object Object],[object Object],[object Object],Copyright John Sherrod 2007

Link Development (Queen) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Server Side Considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

<tip> 1 page = 1 url ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Roadblocks for SE spiders ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

More on Url structure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Test your Saturation and Inbound Links ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

More Fundamentals: Add a UNIQUE page title for each page in your website – this will take care of 80% ,[object Object],[object Object]

Common Mistake* ,[object Object],[object Object]

Create a site map Both html and xml ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

A 404 error kills a spider’s crawl

Don’t be a spammer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Winners never cheat Cheaters never win ( unless you’re really really good at it )

Organic sample: page title importance

Look at Bizrate - #2 ranking behind Pcmag comparison * Well developed <title> * Branding in later part of title – keywords first * <meta description> lets users know more before clicking to site * Url has keywords

Random Tip ,[object Object],[object Object],[object Object],[object Object],Sandbox got you down?

Common Mistakes* ,[object Object],[object Object],[object Object]

Measuring Success Establish a baseline and monitor gains

Training and Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sherrod Seo Presentation4 07

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