Author Jon Rognerud discusses the emergence of search, use of search engine optimization, seo tactics and seo tips for immediate use. Presented at the WPA publishers conference in Los Angeles, California
22. Common Pitfalls Path To Success -No strategy -Lack of support, resources -Poor Coordination -Inappropriate Content -Being overly promotional -Sell upper management -Buy in from all key depts. -A âgive to gainâ philosophy -Find the right people -Testing -Oversight -Measuring Results
23. SEO â Top Level Breakdown What â the âdefinitionâ - volume, quality of traffic & free Art, science, business skills (organic, algorithmic) Who - the âplayersâ - Searchers, Search Engines, Websites: The magic triangle: 1. Know your audience, 2. Know search engines (no spam), 3. Create search engine friendly websites âŚ. (and of course, user friendly sites!) How â âtripodâ: Content , Link Popularity , Link Reputation The least âimperfect siteâ on the web wins! Manage balance of all three â content is King
24. SEO â The Essentials - Snapshot Keyword Research â âwhat do people type to find youâ? http://tools.seobook.com/keyword-tools/seobook/ WordTracker (http://freekeywords.wordtracker.com) Google Keyword Tools Analysis â yours & the competition Content â âmapping keywords to content that matchesâ Keyword density Long tail (âthe bellyâ) Onpage factors (Title, Description, H1, etc) Links â âlinks and links to describe your page/anchor textâ Authority/trusted links best Beware of ârel=nofollowâ (html code) PageRank not interesting, traffic + action matters
25. SEO â The Essentials â Details - Page ONPAGE â âhtml and contentâ Page Titles: keyword rich, 1-3 keywords, variations Meta Tags: keywords + description Body Text: keyword density, proximity, prominence Headings: H1, H2, H3 Images: Fast loading, descriptive URLs, ALT attributes Internal Links : relevant, keyword rich Sitemap: easy to follow â users and search engines Landing Pages : User friendly, call to action, fast load FIGURE: âHow bots read pagesâ
28. SEO â The Essentials â Details - Links OFFPAGE â âlinksâ External profiles: a) Get links from relevant, topical themes. b) Links from high authority sites & hubs best. c) Directories (yahoo, dmoz, gimpsy, joeant) d) Reciprocal still valid if measured e) Research the competition and their links f) Use Yahoo Site Explorer to check links g) Use www.marketleap.com/publinkpop/ h) paid links, bartered links, blogs, social SUCCESS TIP: Articles and Press Releases. Google is considered an off-page engine, and 75% of rankings come from links. REMEMBER - Recommendations from friends: âI know Jon Rognerud â, âJon Rognerud is an SEO expert â, Seth Godin: âRognerud is an SEO Expert â
29. SEO â The Essentials â LINK BOMBS OFFPAGE â âlinksâ
30.
31.
32.
33.
34.
35. THANKS ALSO TO: HUBSPOT.COM SEARCHENGINEWATCH.COM SEMPO.ORG WWW.JONROGNERUD.COM www.jonrognerud.com | contact@jonrognerud.com