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SEO Seminar for Visibility, Action, & Conversion

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(Search Engine Optimization) SEO for Visibility, Action & Conversion: Presented by Kevin Mullett for Cirrus ABS on November 3rd, 2010 at the Northeast Indiana Innovation Center in Fort Wayne Indiana.

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SEO Seminar for Visibility, Action, & Conversion

  1. 1. SEOforVisibility,Action&Conversion//KevinMullett
  2. 2. SEOforVisibility,Action&Conversion//KevinMullett justgoogle“kevin mullett” directorof productdevelopment
  3. 3. SEO // optimization, marketing, or visibility search engine optimization is*: developing a website utilizing best practices and in such a manor that there are no encumbrances to the search engines ability to crawl a site and properly understand the subject of the site, find the sites pages, links, and documents, so that it might be included in the search engines organic or natural index appropriately. * but it depends on who you ask and search engine marketing is an open debate.
  4. 4. SEO // technical, onsite& offsitefactors There are technical, onsite, & offsite factors that contribute to your sites SERP performance.
  5. 5. SEO // winningrequiresknowledge • what are the rules • how can i optimize within the rules • which races can i win while staying within my budget • am i dedicated to the winning strategy • how much is winning worth
  6. 6. SEO // architecturematters • i’ve never seen a perfect launch, i.e. one where I got to do everything I wanted • projects are always limited by: time, money, effort, resources, knowledge, buy in (from HIPPOs or clients) • test conversions, measure results
  7. 7. SEO // isittheintent winner? • social • dm • tv • radio • tradeshows • newspaper • yellow pages • search Marketing • SEO
  8. 8. SEO // visibilityisonlinecurrency • no visibility = no clicks • unattractive or spammy titles & descriptions (snippets) = no clicks • clicks for incorrect terms = no conversion • poorly planned landing pages with no CTA = no conversion
  9. 9. SEO // areyouintrouble? if your site is… • trapped by flash • looking good but can’t be found • built in a way that prevents you from changing or adding content • if you can’t change page titles, and meta descriptions you’re in trouble. ask for a free lame duck site evaluation
  10. 10. big year for search engine changes google alone uses over 200 criteria/signals for ranking site pages, performs over 6000 tests and subsequently changes over 400 algorithms per year. a few google changes in 2010 • real time search: if something is trending you will see it • forced customized (personalized) search: if you’re logged in you see customized results with social circle included • webmaster console: removed pagerank, added Labs which includes site performance, fetch as googlebot, and malware detail tools • normal (xml) sitemaps, news sitemaps, video sitemaps SEO // keepmovingforward
  11. 11. SEO // googlemayday google mayday (April 28th – May 3rd) • no human intervention, all algorithmic • looking for signals of QUALITY • deep page content crawling • looking for best sites for long-tailed queries • not from the webspam team
  12. 12. SEO // googlecaffeinedata center change google caffeine (June 8th) • 50% fresher results over previous index • over 100 million gig of storage • emphasis on indexing speed • emphasis on freshness and frequency • continuous updating globally
  13. 13. SEO // bing+ yahoo = binghoo did you know? will it change what your doing? • yahoo has switched to bing SERP results. (started in July, completed Aug 24th) according to nielsen company that puts binghoo at 26%
  14. 14. SEO // bing+ facebook = social SERPs did you know? how will it change your companies facebook participation?
  15. 15. SEO // what’s what? there are many ways google presents results
  16. 16. SEO // googleinstant how will google instant change SEO? • long tail, short tail, keyword phrases, traffic, adsense impressions…
  17. 17. SEO // all things beingequal there are over 200 criteria so you must do competitive analysis to maximize your return on efforts.
  18. 18. SEO // action 1 • create a list of competitors sites • run competitive analysis with majestic SEO: • develop a plan to win or call in reinforcements
  19. 19. SEO // belocal if local • mobile device“local searches”on the rise • local search instills high confidence with searchers • social applications like brightkite, foursquare, gowalla
  20. 20. SEO // action 2 grab your local listings:
  21. 21. SEO // action 3 review your local analytics
  22. 22. SEO // action 4 setup google profiles for you & your business
  23. 23. SEO // weall want tobe#1 but we can’t all be number one
  24. 24. SEO // selecttheright keywords We've taken clients to number one on Google based on keywords they insisted had to be there, only to find out that a slight derivation would have yielded exponential traffic.
  25. 25. SEO // action 5 • poll your customer facing employees; ask who are your clients • write down what you really do & who you are competing against • take the keywords & keyword phrases you think are important and verify volume with
  26. 26. SEO // i’venothingtowrite a common complaint is not knowing what to write & what keywords to target • fresh content is crucial • newest articles win all else being equal • increases site depth • increases crawl rate
  27. 27. SEO // technical considerations when writing page titles • keep the title to 70 characters when possible • use localization and keywords/keyphrases early in the title • think about attractiveness + bolded words (will it get clicked?) when writing meta descriptions (these usually become snippet) • keep the description to 156 characters when possible • think about attractiveness + bolded words consider the impact on your CTR and visibility words included in your titles and descriptions should also appear on the page
  28. 28. SEO // technical considerations header tags: H1-H6 alt tags: often missed (don't say picture or image of, google already knows its an image)
  29. 29. SEO // action 6 • for each page of your site run & review (don't try so hard to get a certain saturation that you lose good long tail connecting words or relevance! Don’t stress about duplicate content.) • change title tags & descriptions first because they are valuable & clarify thinking • start with keywords & keyword phrases you already rank for • make sure there is a call to action on every page
  30. 30. SEO // internal linking; don’tclick here formulating your internal linking structure • search engines want to know what’s on the other end • keyword use where it is highly valuable example: click here for our Search Engine Optimization Services.
  31. 31. SEO // all backlinks; aren’tequal why do we want backlinks? • visibility / brand recognition • traffic generation / linkbait (to pages or our site) • to encourage page or site indexing • increase page rank / authority to impact SERPs • because someone told you to get them
  32. 32. SEO // action 7 • ask Suppliers for backlinks • ask Customers (mutually beneficial btw) • create new, subject matter expert, articles on your site and tell the world • link to the page with content, not always home • look for places to post your site or site RSS feed
  33. 33. SMO // action 8 grab your brand • mass id check with
  34. 34. SEO // action 9 article awareness, distributing RSS • social visibility
  35. 35. SEO // action 10 network your brand • join some groups on &
  36. 36. • check google analytics or server logs for: bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels) • monitor contacts, calls, lead sources • google a/b testing SEO // diditwork? doitagain
  37. 37. SEO // action 11 get: Rank Checker a Firefox browser add-on • measure baseline • measure changes • measure competition • check in private browsing
  38. 38. SEO // upcoming NetCenteredMarketing join Mark Burke & Matt Nickols for our upcoming NetCentered Marketing Seminar Tuesday, December 7th, NetCentered Marketing Seminar RSVP
  39. 39. We'll HelpYouMaster Internet Marketing These days it’s more important than ever for you to reach new prospects, satisfy customers, find new efficiencies, and grow your business. The Web's the way to do it. We can help. Call 1.877.817.4442
  40. 40. 1.877.817.4442