Digital Marketing Conference SEO Workshop Lewis 0613

PSU PROFESSIONAL DEVELOPMENT CENTER Search Engine Marketing WM402 ▪ #pdxdms
DIGITAL MARKETING STRATEGIES CERTIFICATE
Search Engine Optimization Workshop
Kent Lewis
President & Founder
Anvil Media, Inc.
www.AnvilMediaInc.com

Extensive full-service & interactive agency background
Optimized first website in 1996
Founded pdxMindShare in 1999
Founded Anvil Media in 2000 – SEM for Fortune 2000
Co-founded SEMpdx in 2006 – SearchFest in March
Founded Formic Media in 2008 – SEM for SMB
Teach SEM & eMarketing workshops at PSU
Kent Lewis- @KentjLewis

Integrated marketing agency
Specialize in SEO, PPC, Social & Analytics
Founded in 2000
14 employees & 50+ clients
PBJ Fastest Growing Company 5 Consecutive Years
PBJ 10th Most Philanthropic Company 2007
100% of team Google Analytics and AdWords certified
100% of team is published and has presented in the industry
Anvil Media, Inc. - @AnvilMedia

Glossary of Terms via Anvil
http://www.anvilmediainc.com/search-engine-marketing-resources/search-engine-marketing-glossary

More Learning via PSU SEM Workshop
http://extendedstudies.pdx.edu/search/publicCourseSearchDetails.do?method=load&courseId=35162

1:30 to 2:00 Search Engine Marketing Overview
2:00 to 2:30 Keyword Research
2:30 to 3:00 3 C’s of SEO
3:00 to 3:30 Local SEO
3:30 to 3:45 Break
3:45 to 4:00 Measurement via Analytics
4:00 to 4:30 Exercise: SEO Audit & Site Clinic
Today’s Agenda

Search Engine Marketing (SEM)
Industry Overview

Search & Social Is Maturing

Online Marketing Focus

Online (Content) Marketing Focus

What’s Working?

The Mobile Web(site)

SMB Mobile Search Ad Spend

Search Engine Results Page (SERP)

The Equity of SEO

Search Engine Market Share
66.40%
15%
14%
3% 2%
Google
Microsoft
Yahoo!
Ask
AOL

Search Engine Components
Bot or spider
Index
Algorithm
SERP

Search Engine Ranking Algorithm
SEOmoz.org

Future Ranking Factors

Quality Principles, According to Google
1. Make pages primarily for users, not search engines
2. Don’t deceive your users
3. Avoid tricks intended to improve rankings
4. Think about what makes your website
unique, valuable or engaging. Make your website
stand out from others in your field.

SEM Planning
Identify Objectives
Awareness & branding
Thought leadership
Generating ad, affiliate or subscription revenue
Generating leads (B2B)
Generating sales (B2C/ecommerce)
Reduce costs
Increase profitability

SEM Planning
Identify Audiences
Potential or existing customers
Potential or existing employees
Potential or existing partners
Potential or existing investors
Press and analysts

SEM Planning
Additional Considerations
Customer acquisition costs & LCV
Integration with marketing programs
Timeline
Geography
Internal resources
Tools and technology
Metrics & measurement
Budgets and budgeting

Keyword Research: Ground Zero

The Long Tail

Research
Evaluation
Purchase
e.g. cookbooks e.g. Italian cookbooks
e.g. Essentials of
Classic Italian
Cooking, Marcella
Hazan

Bottom line: Searches are
getting longer and more
specific

Keyword Research:
Tips

Tip #1:
Optimize for plurals, misspellings
and phrases

For example: if your keyword is
cookbook, include keywords
such as cook
book, cookbooks, and cooking
books

Tip #2
Branded phrases perform well

For example: again, if your
keyword is cookbook, include
keywords such as Martha
Stewart Living Cookbook, Alton
Brown Cookbook

Tip #3
Optimize for different
stages of buying cycle

With our cookbook example again, if
your keyword is cookbook:
Stage of Buying Cycle Keywords
Research cookbooks
Evaluation Italian cookbook
Purchase
Essentials of Classic
Italian Cooking,
Marcella Hazan

Tip #4
Consider Google AdWords Test
Campaign

How do you find the
right keywords?

Keyword Research:
Tools

Keyword Suggestion Tool

Google Instant
Search Suggestions

Competitors

Keyword Research Process

(1) Research keywords and
compile large master list

cookbook cookbook club joy of cooking cookbook
online cookbook moosewood cookbook new cookbooks
cookbook software anarchist cookbook dessert cookbooks
cookbook template cook yourself thin cookbook homemade cookbooks
make your own cookbook electronic cookbook old cookbooks
cookbook publishers cookbooks for sale discount cookbooks
betty crocker cookbook used cookbooks crock pot cookbook
diabetic cookbook cheap cookbooks mexican cookbook
taste of home cookbook custom cookbook rachael ray cookbook
vegetarian cookbook trisha yearwood cookbook baking cookbooks
cookbook recipes slow cooker cookbook pillsbury cookbook
family cookbook hungry girl cookbook 101 cookbooks
personalized cookbook betty crocker low carb cookbook
kids cookbook vintage cookbooks cookbook recipe software
making a cookbook blank cookbooks kitchenaid cookbook
cookbook fundraiser writing a cookbook diet cookbooks
healthy cookbooks cookbook covers cookbooks for men
best cookbooks cooking light cookbook soup cookbook
living cookbook chinese cookbook cookbook names
digital cookbook better homes cookbook
Example: cookbook

(2) Eliminate irrelevant
keywords and group into
categories

cookbook cookbook club joy of cooking cookbook
online cookbook moosewood cookbook new cookbooks
cookbook software anarchist cookbook dessert cookbooks
cookbook template cook yourself thin cookbook homemade cookbooks
make your own cookbook electronic cookbook old cookbooks
cookbook publishers cookbooks for sale discount cookbooks
betty crocker cookbook used cookbooks crock pot cookbook
diabetic cookbook cheap cookbooks mexican cookbook
taste of home cookbook custom cookbook rachael ray cookbook
vegetarian cookbook trisha yearwood cookbook baking cookbooks
cookbook recipes slow cooker cookbook pillsbury cookbook
family cookbook hungry girl cookbook 101 cookbooks
personalized cookbook betty crocker low carb cookbook
kids cookbook vintage cookbooks cookbook recipe software
making a cookbook blank cookbooks kitchenaid cookbook
cookbook fundraiser writing a cookbook diet cookbooks
healthy cookbooks cookbook covers cookbooks for men
best cookbooks cooking light cookbook soup cookbook
living cookbook chinese cookbook cookbook names
digital cookbook better homes cookbook
Eliminate irrelevant keywords

Group into categories
Family Cookbook Healthy Cookbooks
family cookbook healthy cookbooks
kids cookbook vegetarian cookbook
joy of cooking cookbook cook yourself thin cookbook
101 cookbooks diet cookbooks
better homes cookbook soup cookbook
betty crocker cookbook cooking light cookbook
taste of home cookbook living cookbook
Buy Cookbooks Make Your Own Cookbook
used cookbooks cookbook template
cheap cookbooks make your own cookbook
best cookbooks making a cookbook
discount cookbooks personalized cookbook
new cookbooks digital cookbook
old cookbooks writing a cookbook
cookbooks for sale custom cookbook
vintage cookbooks online cookbook
cookbook recipe software
homemade cookbooks

(3) Segment Priority and
Reinforcing keywords

Priority keyword: user intent is
clear: they want to take an
action (e.g. buy cookbook)
Reinforcing keyword: user
intent is less clear, but leads us
to believe they will take action
soon (e.g. used cookbooks)

Buy Cookbooks Keyword Type
cheap cookbooks Priority
discount cookbooks Priority
cookbooks for sale Priority
used cookbooks Reinforcing
best cookbooks Reinforcing
new cookbooks Reinforcing
old cookbooks Reinforcing
vintage cookbooks Reinforcing

Advanced Keyword Tools and
Tactics
 Google Traffic Estimator – cost-per-click and search volume estimates
 WordTracker Free Keywords – related terms and estimated search volume
(paid version available)
 SEO Book Keyword Suggestion Tool – links to search estimates, trends,
synonyms, cost estimates, etc.
 Compete – in depth search volume and competitive details
 Google Trends
 Yahoo Search Assist
 Analytics – reference site analytics for organic keyword referrals
 Google Webmaster Tools – utilize Top Clicked Query report to determine
which keywords not only return site content but also which resulted in
corresponding clicks through to the site
 PPC Data – reference impression, click and conversion data from PPC

The 3 C’s of SEO

The 3Cs of SEO
Content
Code
Credibility

CONTENT: PART ONE
Keyword placement best practices

• Keyword Research Tools
– Google Keyword Tool
– Google Search Suggest
– Google Trends
– Google Analytics
• Competitor Content
• Customer Reviews & Social Media
– How are customers talking about your products and services?
61
Reminder: Keyword Research

62
• Search engines look to key areas of placement to aid in the process of
determining how to rank content.
• By ensuring that descriptive (and targeted) keywords are inserted into these
areas you can improve your site’s organic presence.
URLS
ANCHOR TEXT
META
DESCRIPTION
TAGS
TITLE TAGS
HEADERS AND
SUBHEADERS
BODY COPY
Key Areas of Placement

URLs – Best Practices
• Use no more than 3 or 4 subdirectories
• Use hyphens (preferably) or underscores when separating
keywords in a URL
• Use keywords in URLs to improve relevancy for users and
search engines
• Use lowercase characters only
Test: can you guess what these pages are about?
http://www.right.com/capabilities/organizational-effectiveness/default.aspx
http://www.barnesandnoble.com/container/2-3-merch.asp?PID=34724

Title & Meta Tags
Title tag
Meta description

• Unique to each page
• Keyword used in title tag
• Keyword used in meta description & compelling marketing
message
• Watch the length
Title & Meta Tag Best Practices

Header Tags
• An <h1> tag should never be used more than once per page
• Sub-headers such as <h2> tags can be used multiple times
• Descriptive and targeted keywords should be incorporated
throughout the site in <h1> and <h2> tags

Body Copy & Anchor Text

• Keyword used in url – dashes are fine
• Keyword used in file name
• Keyword used in Alt tag and title attribute
• Keyword used on page and around file
SEO Success – File Optimization

The Perfectly Optimized Page - SEOMoz

CODE
What’s going on behind the scene

HTML text
CSS (Cascading Style Sheets)
Breadcrumb navigation
Robots.txt File
404 Error Pages
301 redirects & Canonicalization
XML & HTML Sitemap
Challenges:
Flash, frames, Javascript, dynamic URLs
SEO – Code Elements

HTML Text
No.

• Font properties such as typeface and emphasis
• Color of text, backgrounds, and other elements
• Text attributes such as spacing between words, letters, and lines
of text
• Alignment of text, images, tables and other elements
• Margin, border, padding, and positioning for most elements
• Unique identification and generic classification of groups of
attributes
Cascading Style Sheets

Breadcrumb Navigation

Robots.txt file

301 Redirect

Broken Links

Not:
www.anvilmediainc.com/index.html
www.anvilmediainc.com/home.html
Canonicalization
Decreased
Search
Engine
Rankings
Self Competition
Canonicalization
Burns Crawl
Equity

Indexation – Create an XML Sitemap
• List of all site pages
• Allows engines to easily “see” all site pages without having
to crawl manually
• Designate page priority & change frequency

Indexation – Create an XML Sitemap

http://schema.org/docs/full
Mark Up
Types –
Rich
Snippets

Schema Types
Creative works – books, movies, recipes, etc
Events
Organizations
Places (Local Businesses & Restaurants)
Products
Reviews
Music
Videos
Authors

Rich Snippets – Testing Tool
http://www.google.com/webmasters/tools/richsnippets

Site Speed

Site Speed – Why is it Important?
• Customers expect your website to load in 2 seconds
or less.
• 40% of customers will abandon any site that takes
longer than 3 seconds to load.
• For every 1 second of load time, conversion drops
by 7%.
• For every 1 second of load time, user satisfaction
drops by 16%.

Best Practices
Use gzip HTTP compression
Use a far-future Expires header
Use the asynchronous GA code
Don’t duplicate JavaScript & remove unused CSS
<link> CSS & avoid @import
Specify a character set
Use a small, cached favicon.ico
Avoid empty <img>s
Compress images, use dimensions

CREDIBILITY
What’s going on behind the scene

Inbound Links

Domain Authority

Design for User Experience & Engagement
Bounce rates, time on site, conversion rates, # of pages per visit = indicators of
an ENGAGED user

Spelling & Grammar are Critical
“…the reputable sites tend
to spell better and the
sites that are lower
PageRank, or very low
PageRank, tend not to
spell as well."
Matt Cutts, Google
Search Quality engineer
& industry hero

Reduce Ads
“…the reputable sites tend
to spell better and the
sites that are lower
PageRank, or very low
PageRank, tend not to
spell as well."
Google has released several updates relating specifically to ads and their
placement if there are “too many” above the fold

Authorship
https://plus.google.com/authorship

Remember Site Speed?

Don’t Forget Mobile
• Optimizing for Mobile
– No Flash & larger buttons (with spacing)
– Contact information in footer
– Map & driving directions
• Building for Mobile
– Responsive design
– WordPress plug-ins

• Traditional SEO rules still apply
• Be sure to include:
– Mobile style sheets
– Mobile sitemaps
– Optimization on short keyword phrases
Mobile SEO

What are these all about?

Panda targets low quality content, thin content, duplicate
content, heavy advertising or affiliate link use, etc.
Penguin targets spam (and at this point it’s heavily targeting
unnatural inbound links)

Quick and Dirty Mobile Site: GoMo
Google Mobile Site Builder

Other Tracking Tools
Facebook Insights
CoTweet
HootSuite
TweetDeck
Bit.ly
SproutSocial
…and MORE

Local SEO

Difference Between Local & Organic
Organic Search Results

Local Search Results

• Location, location, location
• Organic/Paid search = “the what”
–Nike running shoes, Sony DSLR camera
• Local Search = “the what” & “the where”
–Nike shoe store Portland, Camera World Portland

The “O” Pack

Local Search Results Now Blended

Why is Local Search so
Important?

• Roughly 30% of all searches have local intent
• Google = ~12.5 billion searches/month
• Yahoo = ~3.6 billion/month
• Bing = ~2.6 billion/month
• ~18.7 billion searches/month
• ~5.6 billion searches have local intent
Local Search Volume by Month
Data Courtesy of ComScore

How are Consumers Finding Local Merchants

Local: Big 2013 Marketing Investment

Information Consumers are Seeking by Device

• 97% of American internet users shop online, of which
57% say they purchase offline (NPD Group)
• 90% of online commercial searches result in offline brick
and mortar purchases (comScore)
• 82% of local searchers follow up offline by an in-store
visit or phone call (comScore)
• 80% of all budgets are spent within 50 miles of the
home (DMA)
Local Search User Stats

• Roughly 25 million SMBs in the US
• Approximately 2 million Google+ Local pages (~8%) have
been claimed
Local Search Business Stats

Local Search: Websites are Lacking

Local Search Business Stats

Where are Local Searches Happening?
Courtesy of 15 Miles

The Organic Search Ecosystem

The Local Search Ecosystem
Courtesy of GetListed.org

Local Search Components
• Google+ Local Page (Yahoo/Bing Local Listings)
• Off-site Optimization
• On-site Optimization

Google+ Local Page (Yahoo/Bing)
• Claim & verify your Google+ Local page

On-site Optimization
• Still need to focus on website optimization
– Geo-specific keyword targeting
–Title Tags
–Meta Tags
–H1 tags
–Body Copy

• Utilize Schema.org and microformats
Original Markup
Schema.org Markup

• Local phone number = Good
• 800 phone number = Not ideal
• Tracking phone number = Bad

• If you have multiple store locations, you should:
–Create unique pages for each location

Local Search Components
• Google+ Local Page (Yahoo/Bing Local Listings)
• On-site Optimization
• Off-site Optimization

Off-site Optimization
• Web Citations & Inbound Links
–More citations/links = more trust + higher rankings

Courtesy of GetListed.org

• User reviews also help gain trust from both the search
engines and users
– Quantity is still more powerful than quality
– Engines are working to understand sentiment

• Get reviews through:
–Email campaigns
–Encourage employees to ask for reviews
• Incentivize your employees if necessary
–Google window sticker
–Utilize in-store collateral
– Social media
–Use website widget by BrightLocal.com

Local Paid Search for Google
• Google AdWords

Local Paid Search for Google

Local Paid Search Alternatives
• Facebook
• Yelp
• CityGrid
• Internet Yellow Pages
• Many, many more…

15 Minute Break

Measurement via Analytics

MEASUREMENT VIA ANALYTICS
Tools to get the job done and how to measure your performance

Rankings Aren’t Everything

Organic Traffic Analysis

Use Tools to Identify Speed Issues
Google Site Speed Tool: https://developers.google.com/speed/pagespeed/insights

Site Speed in Google Analytics

Screaming Frog
http://www.screamingfrog.co.uk/seo-spider/

Google Webmaster Tools

Google Analytics - Goals

Google Analytics - Social

Google Analytics - Mobile

Exercise: SEO Audit
Use Woorank & learning to audit & optimize a website

SEO Planning Tool: WooRank.com

Exercise: Site Clinic
Share a website with me and I’ll analyze it!

DIGITAL MARKETING STRATEGIES CERTIFICATE
Questions?
@KentjLewis
Anvil Media, Inc.
50-595-6050
Kent@AnvilMediaInc.com

Digital Marketing Conference SEO Workshop Lewis 0613

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