Search Engine Optimization - Wojo Design

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Search Engine Optimization
Optimizing Your Website for Maximum Exposure


A Brief History of Search Engines


• Originally, search engines contained relatively basic
calculations to determine which websites were the
most relevant.


• Originally, search engines contained relatively basic
calculations to determine which websites were the
most relevant.

• A few simple techniques used.
– Keywords

– Number of Links (to and from)


• In order to increase their page rank, some website
owners would implement techniques designed to
“trick” search engines, taking advantage of their
simple formulas.


simple formulas.
– Link Farms


simple formulas.
– Link Farms

– “Invisible” Text


simple formulas.
– Link Farms


– Keyword Stufﬁng


simple formulas.
– Link Farms


– Keyword Stufﬁng

– Irrelevant Keywords


• However, Google and other search engines
eventually learned of these abuses, and starting
implementing more complex calculations to ignore
or penalize sites for using these strategies.


• However, Google and other search engines
eventually learned of these abuses, and starting
implementing more complex calculations to ignore
or penalize sites for using these strategies.

• Today, Google analyzes more than 200 factors to
determine page rank.


The Goal of Search Engines


The Goal of Search Engines
Locate the most relevant content.


The Golden Rule of Effective SEO


• Content is King.



• Don’t trick them; deserve your ranking.




• This means developing quality content.




• This means developing quality content.
• Good site structure -> effective indexing of site.


The Importance of SEO
 May 2009 -> 229 Million Google Searches per Day


 Search is becoming the dominant technique for
users ﬁnding content.


 2004 Survey -> 63.9% of B2B Purchasing
Decisions Go to Search Engine First


 2004 Survey -> 63.9% of B2B Purchasing
Decisions Go to Search Engine First
 Top 10 placement in Google = Increase site trafﬁc
500%


Major Pillars of SEO


 Content


 Content
 Links


 Content
 Links
 Social Media


 Content
 Links
 Social Media
 PPC (Pay Per Click)


Content
 Text content is absolutely critical for SEO


Content
 Choose the right Keywords


What Keywords Do Your Customers Use?



Low Fares Cheap Flights




49,500 Monthly Searches 11,100,000 Monthly Searches




49,500 Monthly Searches 11,100,000 Monthly Searches

224 Times as Popular!


Content
 Choose 1 to 4 target keywords/landing page.


Content
 Choose 1 to 4 target keywords/landing page.
 Avoid jargon, write clear and compelling copy.


Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal


User Generated Content
% of Users Generating Content in U.S.


User Generated Content
% of Users Generating Content in U.S.

47

45.75

44.5

43.25

42
2008 2009 2010 (pred.)


Activity: Keyword Discovery
 Write down 5-7 keywords you think are important
to your business.
 https://adwords.google.com/select/
KeywordToolExternal
 Expand upon initial list using Google’s search tool.


Links


Links
 On Your Site
 Internal

 External


Links
 On Your Site
 Internal

 External

 On Other Sites (Incoming)
 Reciprocal

 Paid

 One-Way


Links
 Text of the link is very important.


Links
 Context of link -> what words surround it?


Links
 Context of link -> what words surround it?
 Links vary in value
 Credibility of source

 Link text

 Link context

 Reciprocal?


Links
 Getting Incoming Links


Links
 Link exchanges?


Links
 Link exchanges?

 Ask for them (must be relevant)


Links
 Link exchanges?


 “Linkbait”


Links
 Link exchanges?


 “Linkbait”

 Participate in forums, blogs


Links
 Link exchanges?


 “Linkbait”

 Participate in forums, blogs

 Article Directory Submission (ezinearticles.com,
goarticles.com, articledashboard.com, isnare.com)


Activity: Link Status
 What links are on your page? Who links to your
page?
 link:yoursite.com


Social Media
 "A group of Internet-based applications that build
on the ideological and technological foundations of
Web 2.0, and that allow the creation and exchange
of user-generated content."
 Andreas Kaplan and Michael Haenlein


Social Media Optimization (SMO)
 Social Media Optimization (SMO) - A form of
online marketing that focuses on participating in
various social media websites to generate trafﬁc,
buzz, and links back to your website.


 Internet Users Who Have Created a Social Network Proﬁle


 Internet Users Who Have Created a Social Network Proﬁle

2009


% Yearly Growth Feb 2008 to Feb 2009


% Yearly Growth Feb 2008 to Feb 2009

Wikia 172%

Multiply 192%

Facebook 228%

Zimbio 240%

Twitter 1,382%

0% 375% 750% 1,125% 1,500%


http://juhaf.posterous.com/social-media-growth-rate-put-simply


Major Players


PPC (Pay Per Click)


PPC (Pay Per Click)
 PPC - Advertisers only pay when their ad is
clicked.


PPC (Pay Per Click)
 PPC - Advertisers only pay when their ad is
clicked.
 Usually refers to search engine PPC campaigns.
 Google Adwords

 Yahoo Search Marketing

 Microsoft AdCenter


Google Adwords


Google Adwords - Key Terms


 Campaigns - How you organize your Ad Groups.


 Ad Groups - How you organize your keywords.
Keywords in the same Ad Group trigger the same
ad text (or creative). It's best to group your
keywords thematically so you can target ads toward
each theme, product line, or promotion.


 Ad Groups - How you organize your keywords.
Keywords in the same Ad Group trigger the same
ad text (or creative). It's best to group your
keywords thematically so you can target ads toward
each theme, product line, or promotion.
 Creatives - The different executions of your ad.
Every word change is a different creative. Typical to
run two to four creatives per Ad Group.


5 Ways to Maximize Adwords


5 Ways to Maximize Adwords
1. Set Goals

2. Select Keywords

3. Develop Ads

4. Track Results

5. Revise


1.) Set Goals
 What results are you looking for?


1.) Set Goals
 Increased trafﬁc


1.) Set Goals

 Increased conversion rate


1.) Set Goals

 Increased conversion rate

 More leads


2.) Select Keywords
1. Expand Keyword List (Brainstorming)


Google Keyword Tool (again)
https://adwords.google.com/select/KeywordToolExternal


2.) Select Keywords

2. Reﬁne List
1. Selectively choose likely ‘conversion’ keywords.

2. Consider competition and price.


2.) Select Keywords

2. Reﬁne List
1. Selectively choose likely ‘conversion’ keywords.

2. Consider competition and price.

3. Group into thematic ad clusters.


3.) Develop Ads


3.) Develop Ads
1. Clearly state customer beneﬁts.


3.) Develop Ads

2. Include keywords in the headline.


3.) Develop Ads


3. Clearly state the call to action.


3.) Develop Ads


3. Clearly state the call to action.

4. Test multiple creatives by Ad Group.


Analysis of Adwords Ad


4.) Track Results


4.) Track Results
 Tight integration with Google Analytics


4.) Track Results
 Tight integration with Google Analytics
 Track revenue earned per keyword.
 Locate highly proﬁtable words.

 Locate unproﬁtable words.


5.) Revise


5.) Revise
 Good Adwords campaign management requires
frequent revision.


5.) Revise
 Good Adwords campaign management requires
frequent revision.
 Monitor results closely to control spending/
maximize earnings.


Activity: Adwords Campaign
 What Keywords would be effective for adwords?
 What ad copy (creative) would work well?


SEO - A Continuous Process


 SEO is always a work in progress.


 Fundamentals


 Fundamentals
 Develop great content


 Fundamentals

 Develop links


 Fundamentals

 Develop links

 Consider adwords if relevant to your business


 Fundamentals

 Develop links

 Consider adwords if relevant to your business

 Track, Track, Track

Search Engine Optimization - Wojo Design

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