@stonetemple / +Eric Enge

Making SEO a Source of New Business

@stonetemple / +Eric Enge2

First Off... Who Am I?

• Co-author of The Art of SEO• President of Stone Temple Consulting

– 25+ person SEO and PPC firm

• Trainer for Instant E-Training• On Twitter: @stonetemple• On Google+: +Eric Enge

2

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Part I

Introduction

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@stonetemple / +Eric Enge97,000 years to download on your cable modem

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0.4 SecondsResponse Time

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Images Videos

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Your Opportunity in Search?

80%

15%

SEO: 78%PPC: 22%

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Part 2

On Page SEO

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Role of On Page SEO

• Enables you tocompete fortraffic on keywords• Some influenceOn rankings

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Search on Running Shoes

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ZERO Impact on Rankings

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But, The Meta Description Can Influence Click Through Rate

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On Page SEO Success in Six Steps

1 … 2 … 3 … 4 … 5 … 6

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1. Make Sure Your Site Can Be Read• Starts with your CMS

– Research SEO friendliness via search– E.g. “Drupal SEO”– All platforms require configuration– Learn how, and then do it– Get help if you need it

• Don’t build the whole site in Flash• Don’t use hard to parse JavaScript for Navigation

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2. Learn Your Keyword Space

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2. Keyword Space (cont’d)

• Use the AdWords Keyword Tool• Or the Bing Tool within their Webmaster Tools• Find out what people are searching on• Focus on relevant variants of your

products/services• Get creative• Build a list and prioritize

– Based on volume and likelihood to convert

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3. Smart Hierarchy, Great Titles

• One page for each major relevant term• User friendly page flow• Max 65 characters per title tag• Avoid duplicate / competing title tags

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Simple, Easy Hierarchy

Home

Pline 1 Pline 2 Info News

P1 - 1

P1 - 2

P1 - 3

P2 - 1

P2 - 2

P2 - 3

Different TitleEach Page

A Page for Each MajorProduct/Service/Need

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4. Different Copy For Each Page

Avoid Excessive Boilerplate Text!

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5. Avoid Duplicate Content

DNS ServicesOur DNS Services offer best in class response time toe people lucky enough and smart enough to buy …

DNS ServicesOur DNS Services offer best in class response time toe people lucky enough and smart enough to buy …

DNS ServicesOur DNS Services offer best in class response time toe people lucky enough and smart enough to buy …

URL 1 URL 2 URL 3

Each URL is a separate page to the search enginesEach consumes PageRankEach will get crawled

@stonetemple / +Eric Enge

6. Smart Meta Descriptions

• Should sell to entice clickthrough• But … don’t go into sales speak

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Part 3

Links Drive Rankings

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Links are Like Votes in an Election

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Who Rank’s First?

Joe’sBookStore

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Links Are Not Created Equal

Web Site A

Web Site B

KillerLink 1

Link 1Link 2……..…1,000

#1!

#2

Search Results

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Academic Citation

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Not Bought

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Not Bartered

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Not Stolen

Anonymous Said:

Cheap ViagraCialisLevitra

Add Your Comment Here

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Link Building Success in Six Steps

1 … 2 … 3 … 4 … 5 … 6

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1. Be a Freaking Expert

• OK, not that kind of freak

• KNOW your stuff as good as, or better than, anyone else

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2. Differentiate Your Expertise

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3. Great Content On Site

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4. Great Content Off Site

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Direct Outreach

5. Tell Everyone

Potential Linker

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6. Be a Member of the Community• Participate• Share• Try to share

more than you get shared

• After awhile, it gets really hard!

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Part 4

Role of Social Media

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The Basics

Better to excel at one, then dabble in all 4Of course, grab your profile for all

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Basic Rules

• Add Lots of value• Be a member of the community• Participate … Share• Try to share more than you get shared

• Build an audience

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Major Drivers … NOT!

• Likes and +1s only ranking factors for friends• Shares not visible to Google• Tweeted links can help Google discover

content faster

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Many Studies Show Correlations …

• Between Shares and Rankings

• Beware “Correlation” Studies!

DrowningDeaths

Ice CreamConsumption

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The Synergy We’re Looking For

Traffic, Links & New Subscribers

Shared onSocial Networks

Helps DriveNew Followers,Fans, Friends

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The Power of Social Relationships

(Influencers)

(Your Stuff)

(Sharing)

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Thank You!

Eric Engeeenge@stonetemple.com@stonetemple+Eric Enge(508) 485-7751www.stonetemple.com