Google Ranking Factors : Live Webinar by Warren Lee

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Speaker: Warren Lee, SEO Manager, AdobeGoogle Ranking Factors: Live Critique


Session Abstract

During this session we learn what is SEO and why it is important. Basic SEO fundamentals and best practices will be reviewed and SEO strategies, applicable for both B2B and B2C websites, with an emphasis on how SEO efforts can be amplified by aligning with other marketing channels such as paid media and social media will also be explored.

In this session, you will:

Understand SEO best practices and essentials

Learn how to optimize your SEO by integrating your marketing efforts

View website examples incorporating successful SEO

Have the opportunity to share your SEO questions & receive real-time feedback

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POLL

Is SEO considered a #1 priority at your company

A. Yes, very much so. Our exec staff calls out SEO metrics at company all hands

B. Some what a priority. Company culture still unsure of the value of SEO.

C. Not a company priority.

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What is SEO – Why is SEO important

There are over two billion people online

In 2010 alone, more than 226 million people came online for the first time.

By 2015, an astounding 2.7 billion people worldwide will be online.

That’s about 40% of the world’s population, which is a lot of potential customers.

93% of online experiences begin with a search engine

80% of branded searches come from position 1 organic clicks

48% of non branded searches come from position 1 organic clicks * Source Nielsen

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Google Search – Organic Results vs Paid Links


Search Optimization Best Practices

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User Experience

SEOConversion

• CONTENT• LINKING• SITE ARCHITECTURE• SOCIAL MEDIA

“WE DON’T OPTIMIZE FOR GOOGLE, WE OPTIMIZE FOR BEST PRACTICES”

http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf


Ranking Factors

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Page Title

First word of Title

Text of internal link

URL name

H1 tag

Text of external link

Body content

First 100 words


SEO is comprehensive, technical, & impacted by MANY signals

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*Source RKG


Tools – Use data to refine strategies and share in wins

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Strategies – Keywords and content marketing

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Top 100 terms: 5.7% of demandTop 500 terms: 8.9% of demandTop 1,000 terms: 10.6 of demandTop 10,000 terms: 18.5% of demand


Poll

Is your primary SEO expert at your company..

A. Also responsible for paid search success

B. Also responsible for social media success

C. Working with both paid search and social media

D. Not involved with either

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Strategies – SOCIAL MEDIA + SEO

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Search keywords

inform Social content strategy

Social conversations drive Search

equity

Search enhancement

s improve Social ranking

Social conversations

inform keyword strategy


Today, Social Media Promotes SEO Results Across Industries

Percentage of top 10 SERP Pages Promoted on Twitter and Facebook

Source BrightEdge Research 2011

B2B Insurance Retail Finance0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Pages with one or more tweets

Pages with one or more Face-book Likes/Shares


Impact of Social on SEO

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Keyword

“social analytics”

December (1 week)

- Rank from 28 to 2

- From 7 Tweets

February (3 weeks)

- Rank from 4 to 2

- From 28 Tweets and 6 Facebook Actions

Source: BrightEdge


Search plus Your World – “Behind every query is a community”

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Search results display the author’s image (when author’s +1 profile is tied to the website

Searcher is notified if people in the Plus network +1d the page

You can +1 the search result


Google Search plus Your World Checklist (Search & Social)

Items Action Note

Rel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to an individual author

Google+ Individual Accounts

Tie Google+ to rel-author for individual writers or bloggers

Google+ Corporate Account

Set up Google+ Corporate account Include meta description and link back to corporate domain

Google Profiles Fill in your Google profiles with relevant information & links

Google +1 button Enable on your domain

Keywords Consult with product teams for their target keyword for the products and categories related to the article

Other resources: SEO/SEM keywords, on-site search queries, social media sites

Body Text Use keyword in Google Profiles and Google+ posts

Links Use links through social posts on Google+ Link to geo pages whenever possible, instead of US/Global pages

Social Media Content

All content on social channels should be keyword optimized , include links and rich media in content whenever possible

Balancing keywords while staying true to your voice is critical

Text Fields on Social Channels

Leverage all available areas on social profiles to fill in keyword rich content – bios, about sections, content descriptions, etc.

Prepared by: AJPR LLC 2010

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Internal linking

Target keywordsKeyword

themeSearch volume

Target URL

Map your subject & keywords to the targeted search page

Keyword/URL Mapping Document


Strategies – Cross channel alignment

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Paid and Natural Search Alignment

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How do changes in paid search impact SEO & do

SEO changes impact paid search?


Meta Description Optimization Tests

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Awareness

Consideration

Purchase

Meta descriptions targeted at different points in the purchase funnel


Example Site – GOOD SEO

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Use keywords in main header (H1)

Use keywords in secondary headers

Develop unique strong content on the page

Use Keywords in link text (cross-links)

Use keywords in paragraphs across the page (higher on the page preferred)

Keywords in front of title tag and in meta description (bolding) Keywords in URL


Key Takeaway’s

Use data to drive keyword strategy that aligns with other marketing channels and business objectives

Apply SEO best practices within all cross functional areas early and often

Top SEO best practices CONTENT: Make sure that each page is unique, and contains

on page optimization

LINKING: Well linked to internally and externally

ACCESSIBILITY & ARCHITECTURE: Use XML sitemaps, and robots.txt files

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Q&A

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QUESTIONS?

FEEL FREE TO FOLLOW UP WITH QUESTIONS.

PERSONAL EMAIL: [email protected]:SEOCUBED

THANKS!


APPENDIX

http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-Wins-94-of-Timehttp://www.flickr.com/photos/dpstyles/7183763026/

Tools showcased: Adobe site catalysthttp://www.adobe.com/products/sitecatalyst.html

BrightEdgehttp://www.brightedge.com

Link Checker – Checks broken linkshttps://addons.mozilla.org/en-US/firefox/addon/linkchecker/

Web Developer toolbar – Checks things like H1 tags, meta data, # of links on the pagehttps://addons.mozilla.org/en-US/firefox/addon/web-developer/?src=search

SEOMoz Tool bar – Nice to quickly measure link authority and social authority of competitorshttp://www.seomoz.org/seo-toolbar

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Documents

Google Ranking Factors : Live Webinar by Warren Lee