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SEO Fundamentals 5 SEO Basics to Improve Your Google Rankings
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Yes! Please email [email protected]
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at end of webinar.
Housekeeping Items
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1 Getting Found by the Search Engines Learn how Google discovers, indexes, and ranks
webpages
2 The 5 Fundamentals SEO best practices for keyword selection, on-page, and
off-page optimization
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
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1 Getting Found by the Search Engines Learn how Google discovers, indexes, and ranks
webpages
2 The 5 Fundamentals SEO best practices for keyword selection, on-page, and
off-page optimization
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
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What is at Stake Search engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
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Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
Search Engine User Behavior
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Search bots follow links to get from page to page
1 How Do Search Spiders Crawl the Web?
Home Page
Category Level Page
Product Level Page1
Product Level Page2
Data Center
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• Crawling:
• Discovering new and updated pages on the web • Daily, weekly, monthly
• Indexing:
• Compiling data from crawls into data centers
• Serving Results:
• Based on relevancy • Over 200 factors considered • Content, keywords, links
Search bots follow links to get from page to page
1 How Do Search Spiders Crawl the Web?
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Key Action #1
1. Do a site: search on your homepage.
2. How many pages of your website does Google recognize?
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1 Getting Found by the Search Engines Learn how Google discovers, indexes, and ranks
webpages
2 The 5 Fundamentals SEO best practices for keyword selection, on-page, and
off-page optimization
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
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Investigate Google Insights to compare long-term trends: www.google.com/insights/search
2a Keyword Optimization
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Select a mix of both “head match” and “long tail” keywords
2a Keyword Optimization
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• Best Practices
• Have a mix of both generic and
“long-tail” terms
• Do not focus just on search volume
• Google your proposed search terms
to see if the sites ranking on page 1
are relevant to what your business
offers
• Look at search trends for your
proposed keywords
• Expand on your keywords by finding
variations
2a Keyword Optimization Keyword selection is important because it determines the course of your campaign
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• Search engines learn what your site is about by reading your content
• Optimal site content will sound natural to readers but also include mentions of targeted keywords
2b Website Content How to write for search engines
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• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
• Avoid Doing These
• Try to trick search engines with manipulative tactics
• Have website based entirely in Flash
• Overusing your keywords: Read it out loud!
Develop naturally written, “non-spammy” content
2b How to Include Keywords Without Overusing?
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What We See
2b Website Content What Google Sees
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Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
What it is
2c Meta Content
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Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
What it is
2c Meta Content
Facebook Groups: B2B Lead Gen
Keywords in the First or Second Position of the Page Title Have the Highest Impact!
Include descriptive keywords and phrases in page titles
2c Meta Content
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2d Develop Content Silos Consider your site’s thematic structure
• Thematically Group Pages
Around Keywords
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
• Search Engine Spiders Can
See a Theme Across Your Site
That Makes Sense
Mobile
Enterprise
SMB
Other Relevant Internal Pages
Mobile SMB Enterprise
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Develop a “mapping” document that targets 3-5 keywords per page
2d How Many Keywords To Target Per Page?
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2e Inbound Links Links from other highly relevant websites, back to yours
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Inbound Links
• From external sites
• Serve as “votes” telling search engines
that your site is useful and relevant.
Internal Links
• Links within your site, connecting your
internal pages
• Makes your site look more cohesive to
Search Engines and strengthens the
theme of your site
mysite.
com
2e Inbound Links vs. Internal Links Differences between types of links
Home
Page
Category Page
Domain Authority
Products
Page
Sample Keywords • CRM software • Customer relationship management
Example No. Links
Sample Keywords • best CRM solutions • hosted CRM
100
30
10 Sample Keywords • Mobile CRM tools • CRM for enterprise
2e Link Proportioning A sample link building strategy
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Don’t build all your links at once
Not all links are created equal
Reciprocal-linking is no longer as effective
Linking from sites that are legitimate and relevant will give you more link value
2e Link Proportioning Inbound link FAQs
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Key Action #2
1. Do a cache: search for your homepage
2. View the “text only” version
3. Identify the most widely used keyword on the homepage.
4. Does this align with your SEO strategy?
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1 Getting Found by the Search Engines Learn how Google discovers, indexes, and ranks
webpages
2 The 5 Fundamentals SEO best practices for keyword selection, on-page, and
off-page optimization
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
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Why SEO matters
3 SEO is a Means to an End
Keyword
Rankings
Increased
Traffic
Lead and
Sales
1
2
3
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Measured on a weekly, bi-weekly, or monthly basis
3 Keyword Rankings
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Filter out “branded” traffic
Measures effectiveness of SEO program
3 Organic Search Traffic
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Set up Goals
• Define conversions for your business goals
• Set your goal values
• Analyze which keywords are leading to more
conversions and work to strengthen them in your
links and content
• Consider removing poor-performing keywords from
your campaign
• Observe where visitors abandon the goal path and
analyze the data to determine why
Ties SEO effectiveness to lead and sales flow
3 Goal Tracking
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On-Page Changes
Link Building
Tracking Spider Crawls
Monitoring Visitor Analytic Data
Measuring Improvement in Rankings, Site
Engagement, and Lead Flow
On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely on analytics to guide decision making.
3 The SEO Process
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Key Action #3
1. What is the goal of your website (leads, form fill outs, sales)?
2. Can you identify the top 5 keywords that drove the most leads/sales last month?
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• Begin Optimization Now: Capitalize on your core keywords
before the competition does. Identify your top keywords and who
ranks highly for those terms today.
• SEO Success Takes Time and Resources: Executing SEO
correctly requires full-time resources. Optimizing for a set of
keywords requires relevant content, inbound links, and website
structure.
• Achieve 2012 Marketing Goals: SEO is the most cost-efficient
way to generate qualified sales and leads. Take advantage of
search demand for your industry and leverage this to achieve
your 2012 business plan goals.
Key Takeaways
Thank You!
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Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
Please contact:
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Calculating the Cost of the Problem By applying standard conversion metrics throughout the purchasing funnel, we can identify lost revenue on a monthly basis