Aquent/AMA Webcast: Basics of White Hat SEO

SEO 101 – Learn the Basics of White Hat SEO!

In this webcast Nick Stamoulis, Founder and SEO Expert of Brick Marketing, provides practical advice on…

> The basics of a strong SEO program > Best practices for keyword research > Website optimization > Examples of successful SEO campaigns > How to build relevant links over time > ROI measurement tips

The audio portion of today’s presentation is available via broadcast audio.

AMA Marketing Effectiveness

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Alli Libb

American Marketing Association

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SEO 101 – Learn the Basics of

White Hat SEO!

6SEO 101 - Learn the Basics of White Hat SEO!

Tel.781-350-4365 [email protected]

Introduction• SEO works when implemented correctly.

• SEO is direct marketing vehicle – not paid advertising.

• White Hat Means By the Book!

• SEO is:– 80% marketing– 20% technical website factors



Topics to Cover• Site Structure• The Importance Website Content• Keyword Research• On Site Optimization• Relevant “Trust Factor” Link Building• Measurability of SEO• SEO Service Providers



Step 1: Site Structure• Website structure and website navigation,

are both very important.

• You should lead your visitor down a predetermined path to conversion.

• Website goals should reflect site design and structure.– Ex: If your goal is to sell product, it should be

evident from home page.



Step 1: Site Structure• Creating each page as it’s own point of entry

is crucial to long term success.

• Call to action must be in place.– Visitor cannot be confused or will not buy.– Communication between site and visitor should

be easy and clear.



The Search Engines



The Search Engines

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HISTORY• Google began in January 1996 as a research project by Larry Page and Sergey Brin . • The two theorized about a system that analyzed the relationships between websites. They called this new technology PageRank, where a website's relevance was determined by the number of pages, and the importance of those pages, that linked back to the original site.• The domain google.com was registered on September 15, 1997, and the company was incorporated on September 4, 1998, at a friend's garage in Menlo Park, California.

DEMOGRAPHIC - Search Engine that caters to the advanced searcher.

Source - Wikipedia

SEO 101 - Learn the Basics of White Hat SEO!Tel.781-350-4365 [email protected]

www.BrickMarketing.com

http://en.wikipedia.org/wiki/Larry_Page

http://en.wikipedia.org/wiki/Sergey_Brin

http://en.wikipedia.org/wiki/PageRank

http://en.wikipedia.org/wiki/Menlo_Park,_California

The Search Engines

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HISTORY• Yahoo! was founded by Jerry Yang and David Filo in January 1994• Incorporated on March 1, 1995• As of August 2010, Yahoo! Organic search results are now powered by Microsoft’s Bing.

DEMOGRAPHICS• Consumer Driven Community Site

Source - Wikipedia



http://en.wikipedia.org/wiki/Jerry_Yang_(entrepreneur)

The Search Engines

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HISTORY • Bing (formerly Live Search, Windows Live Search, and MSN Search) is the current web search engine (advertised as a "decision engine")[2] from Microsoft.

• Bing was unveiled by Microsoft CEO Steve Ballmer on May 28, 2009 at the All Things Digital conference in San Diego. • It went fully online on June 3, 2009.

• As of August 2010, Bing now powers all Yahoo!organic search results.

Source - Wikipedia



SEO – WHERE IS IT?



Step 2: Importance of Content

• Content is most important factor of a websites long term SEO success.

• Search engines do not look at design or graphics, but rather words and text.

• Content is what search engines use to locate sites.



• What to avoid when writing content1. Do not write sloppy content with grammar and

spelling errors.

2. Do not embed content into images, search engines cannot read those.

3. Write your content for humans (your visitors)!

Step 2: Importance of Content



Step 3: Keyword Research• Keyword research will

determine who can see your website.

• Your audience will use keywords to search for what you are offering.

• Missing important keywords will result in missing out on potential clients or customers.



Keyword Competition• The broader the keyword, the more competition

there is for it.– Always shoot for mid range keywords, ones that aren’t

too broad or too niche.

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Step 3: Keyword Research

Competition

Broad(more competition)

Niche(less competition)

Sweet Spot



Keywords• Longtail keywords are more targeted, used by

searchers who are transitioning from research mode to purchase mode in the Buying Cycle.

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• Broader keyword searches produce more search volume.

• More niche keywords produce less search volume.

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Step 3: Keyword ResearchSearchesCompetition

Broad(more competition)

Niche(less competition)

Keywords

2 Word

3 Word

4 Word

5 Word

6 Word

Buying Cycle

Research Mode

Conversionas you go down the

buying cycle conversion goes up!

Buy




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Screen shoot of Keyword Research Tool – Keyword Discovery by Trellian




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Screen shoot of Keyword Research Tool – Keyword Discovery by Trellian



Step 3: Keyword Research• Use several variations of the same phrase.

EX. “Women's Red Shoes”, “Buy Women's Red Shoes”, “Compare Women's Red Shoes”

• Target up to 5 unique keywords per page of content being optimized.




• Pick and target wisely. Some keywords are more competitive than others.

• Use keyword phrases as people use them to search with. These could be one word, two or even entire sentences.



Step 4: On Site Optimization• Search Engine

Optimization (SEO) is the practice of making changes in different areas of your website in order for the search engines to find and deliver targeted visitors to your website.

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SEO is a long term process and is a building process –

Think of it as an ongoing Race!



Step 4: On Site OptimizationComponents of a Website to be Optimized:• Content• Meta Title Tag, Description, Keywords• H1 Tag• URL Structure• Image Tags• XML Sitemap• Internal Linking Structure• Page Load Time• Code Analysis



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Step 4: On Site OptimizationCase Study Example:Goal – Increase Leads Through Website.On Site Optimization Example:http://www.smrset.com

Case Study Results:1000% Increase in Leads Through the Website From SEO:Avg. 500+ Leads Per Month



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Step 4: On Site OptimizationCase Study Example:Goal – Increase Phone Calls Through Website.On Site Optimization Example:http://www.mychickenexpress.com

Case Study Results:Positioning at top of local search.50% Increase in overall business from SEO efforts.



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Step 4: On Site OptimizationCase Study Example:Goal – Increase Visitors and LeadsOn Site Optimization Example:http://www.800plumbing.com

Case Study Results:Positioning at top of local search and national keywords.40% Increase in visitors from SEO efforts.



Step 4: On Site OptimizationComponents of a Website to be Optimized:• Content• Meta Title Tag, Description, Keywords• H1 Tag• URL Structure• Image Tags• XML Sitemap• Internal Linking Structure• Page Load Time• Code Analysis



ArticleMarketing

Online Publicity

BlogComments

Local Profiles

DirectorySubmission

SocialNetworking

Blogging

Video Marketing

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Industry Associations

Natural Links



ArticleMarketing

Online Publicity

BlogComments

Local Profiles

DirectorySubmission

SocialNetworking

Blogging

Video Marketing

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Industry Associations

Natural Links



Step 5: Ongoing Relevant Link Building

• Link building is the practice and ongoing campaign to increase your website and company’s brand and visibility in the search engines and online in general.

• Link building should not be just to get one way links point to your website (to boost your search engine keyword position and rankings).



• Link Building is placement of your website into areas online that provide good quality links and can help generate visitors to your website

• Seek to build your website as an “authority” website in your industry!




• Online Publicity – Write newsworthy press releases and distribution them online using services such as:

– Press Release should be 350-400 words– Maximum inclusion of two links in the body so as not

to be considered link spam.• Use full link http://www.mysite.com




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Directory Submission - Submit your website into some good quality online directories such as:

& industry specific online directories as well!

Make sure to pick directories that will actively produce visitors to your site.



• Social Networking – Create profiles for your business and active users of some of the top Social networking websites such as:

& industry specific social networking sites and create profiles at those places as well.

Become active in the social community it builds your brand and reputation while connecting with your customers.




• Local Search Engine Profiles – Create profiles for your business at the following places:


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TIPS:•Include keywords in your local profiles•When starting a link building campaign create 4-5 different descriptions of your company•If your goal is phone calls, include your number EVERYWHERE!!



• Blog Commenting – Research highly relevant blogs that relate to your industry, customers and business and leave comments as appropriate.


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TIPS:•Make sure to add value to the conversation when posting.

•Research - Take the time to learn each blog before commenting or you could jeopardize your future comments and links.



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• Industry Association Memberships - Become a member of your local Chamber of Commerce and other industry associations• Adds credibility• Generates Visitors• Link back

Helps legitimize your business online.



• Article Marketing – Write helpful article and submit them to online article directories such as

& guest write for other industry websites & blogs.– Takes timeto happen but helps build brand & visitors.

Hint: Never hire anyone overseas to write for you!!!




• Online Video Marketing – Publish a video online to build your brand and reputation at:

• Your online video marketing doesn’t have to be viral – tour your company, interview staff etc…




• Natural Links – As you promote your website and build your authority as a leader in your industry and through excellent content you will receive incoming relevant links to your website NATURALLY over time!




• Link building efforts should be SCHEDULED with up to 5 different tasks each month for 12 months.

• Establishing ‘trust factor’ with search engines will result in nice positioning and therefore more visitors and sales.




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In a Nutshell…….

Link Building = Marketing



Step 6: MeasurabilityHow do you measure success

SEO Efforts?

– Leads?– Sales?– Number of visitors to site?



Measurability: Google Analytics

GOOGLE ANALYTICS is a must!(http://www.google.com/analytics/).

• Free product that can help you track how your web traffic interacts with your website. – This is very important to know in order to make

necessary changes or tweaks to your website.

• Tracks what keyword phrases led to visitors to your website.



Picking a SEO Service Provider

BUYER BEWARE!!

• See Guarantee, Run The Other Way! – If you see the word “guarantee” anywhere

on the website head in the other direction. Nobody can guarantee anything in this industry.

• English is a must– in order to properly optimize a website you

have to be 100% fluent in the English language.



• What a Deal!– If the deal sounds too good to be true it probably is,– Offering a lot for $49.95? Probably bare bones work

which will not yield results.• Work for Free?

– Look out for performance base services.– Companies do not work for free unless there is

something in it for them.• Hire an SEO Expert

– Hire companies that are experts in the field or use the same exact approach as the one above and practice what they preach!

Picking a SEO Service Provider



•

– SEO Blog by Nick Stamoulis with daily SEO updates, visit: http://www.searchengineoptimizationjournal.com

– Brick Marketing SEO Newsletter:www.BrickMarketingNewsletter.com

• Google Webmaster Tools & Webmaster Blog– Register your website and read the Google

Webmaster Guidelines:http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291

Additional Helpful SEO Resources



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Aquent/AMA Webcast: Basics of White Hat SEO