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Is the conflicting advice you are getting on SEO keeping you from success? Attending this session will help you get straight answers on the SEO issues keeping you from the top of the search engines.
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SEO What’s coming, what’s here and how to be ready
Wil Reynolds, Founder, SEER Interactive
Online Success Recipe
This Presentation REQUIRES
Interruptions
Judging Search Success
Lets agree to a couple of things
Judging Search Success
A # 3 ranking is better than a #13 ranking
5,000 visitors from search is better than 500
Judging Search Success
Why are those statements totally FALSE!?
(unless you are a publisher, maybe)
Judging Search Success
None track down toBrand Participation
Brand ExposureLeadsSales
Don’t Fall Victim…
Beware of the SEO MYTH!! Every site
ranks well for SOMETHING!
Get your E-G-O out of S-E-O
Rankings are a
________
To an
_____
Get your E-G-O out of S-E-O
SEO should be a
MATCHMAKER!Design – Usability - Remarketing
Wanna trick them? They’re Billionaires!
“Tricking” Google + BMW
Would SAAB learn?
Would SAAB learn?
Shame Shame Shame SAAB!
Now you know how to stay out of trouble, lets talk about how to get you
there legitimately.
Content Structure & Spidering Behavior
“Importance” in Google – how often does Google visit We Build Pages Cache Tool
Identifying and fixing spidering issues Google Webmaster tools
Don’t bury important content How many homepages can one web site have? How page importance flows down through a site “Clicks” from the homepage & importance to user community Live Sample - NFL.com Seasonality impacts this
CMS / Shopping carts (?’s, =‘s spaces) Live Sample – Answers.com Impact
Free Competitive Analysis tools
How to find out if people are searching for you & your competitors
QuantcastSpyfuCompeteMSN Adlab funnel
Why use multiple tools?
What I learned about SAAB
Quantcast
What I learned about SAAB
Compete vs. Alexa
Free Competitive Analysis tools
Give me one of your competitors
(gets significant traffic)
MSN Adlab Funnel - Brands
MSN Adlab Funnel - Generic
Free Competitive Analysis tools
SPYFU.com
Keyword or Domain
PPC Budget
Organic terms & Competitors
PPC terms & Competitors
Keyword Development
BAD NEWS…
You will actually have to alter your site to rank well for the words people type into search engines! (Stop trying to “trick” SE’s)
Keyword Development
We all stink at developing our own keyword lists (it’s not our fault):
Biased by own search behavior Too close to the product / service (acronyms, jargon,
product features, etc)
All is not lost: Use tools (not just overture keyword tool) Start wide (Prilosec - heartburn) People search for solutions to problems not products
and services
Keyword Development
If you were a marketer for this product what 3 keyword words would you target for an SEO campaign?
Keyword Development
If you were a marketer for this product what 3 keyword words would you target for an SEO campaign?
Keyword Development
If you were working in marketing for a company that made a new medication to help people get a good night’s sleep?
Keyword Development
If you were working in marketing for me, an organization that could get you at the top of Google?
Remember, picking the wrong keywords can
kill your career!
JUST ASK THIS GUY!
Linking techniques
Quintura.com
My favorite tools
Google Trends (http://www.google.com/trends) Keyword priority, order, plural vs. singular
Accounting job vs. accounting jobs Homepage real estate / Seasonality
Omega vs. Movado vs. Tag Heuer (google)
Trend for “Convertibles”
Marketing Convertibles
Who is your target audience? Gender / Age
In what month do you think your ads (PPC & Organic) should be up to get the most eyeballs.
When do you think people begin their research?
What month has the least search volume for convertibles?
DIY vs. Outsource
DIY vs. outsource (Toilets and Taxes)
38% avg increase in rank versus 110%
DIY’s - Ready to invest 18 months? (outcome isn’t always good)Outsourcers – Hard to choose one from the next (gut)
Opportunity costBudget (How to get a good cheap SEO and why they are hard to find)Software (if it was that easy everyone would do it)Competitiveness of the landscape (only 20 spots, are you going to learn this &
beat us out if we enter your space?Watch the low queried terms (keep your E-G-O out of S-E-O)Do you have time to learn? Is the competition way ahead?Do you want to learn, stay on top of trends?
Signs you should RUN from a search firm They cold called you! Required retainer to “keep your rankings”
Look up query volume for their terms Common come backs:
Shoemakers Children Busy working for clients Fave - “Under the radar”
They don’t rank well for anything They don’t proactively offer to analyze traffic AND conversions from organic
search The only reporting offered is on rankings Heavy on the scare tactics “Proprietary” software The sites they show you are over optimized for search (OSEOBUS) They “dabble” in search
What is coming
The future of search
Search is pervasive
When was the last time you searched for something using a search engine, search box on a web site, TIVO, Cell Phone, Youtube, MySpace?
Search is pervasive an Example
Example…you needed to use the bathroom and were in Germany but didn’t speak a lick of German, could
Google help you?
Google SMS Search
What happens when search falls short?
Do people abandon search?
Use alternate means
What happens when search falls short?
SEEK an answer
This tool is 100% search friendly, meaning people doing searches may find it forever
Yahoo! Answers
But Wil, who really uses it? 60 Million Unique Users Per MONTH! 120 Million answers Influential in consumer decisions Samples (nursing schools, arcadia
university)
In 10 Months
PR & SEO
Yahoo News / Google News vs. Ask Jeeves Where do reporters go to research / get info?
92% Article research 73% Find additional releases Search works best when optimized across more
than just Google
Assign value to links, sales, mentions, etc. What was the outcome?
Social Bookmarking
Are you getting dug, slashdotted, delicioused, stumbleuponed?
Stumbleupon has sent us more traffic in a 10 day period for (developing a tool) than Yahoo! did last year.
Are you developing something people care about? Will link to, etc?
Benchmark and analyze referrals from Social Bookmarking sites.
Power of Video – Content Lives forever
SEO on Google Video #2Search Engine Optimization #3Last Month 552 ViewsThis Month on pace for 1300 ViewsAll time – 4500 Views – been uploaded
for 6 months
Power of Video, Social Bookmarking, PR
Gift that keeps on giving (IF DONE WELL)
Investment Flight – $300 Hotel – $0 Day Rate - $4,000 Prep - $300 Dinner at The Wynn in Vegas - $200
Power of Video, Social Bookmarking, PR
Having a 1 person recognize me at a techie SEO conference …
PRICELESS
Feeling the Squeeze on
PPC marketing?
The secret is OUT!
PPC vs. SEO
Big Brands are moving in eBags.com spent 5-8 Million (cutting)Babyage (costs up 2x for same traffic)Ice.com cutting spending by ~50%
PPC vs. SEO
PPC Algorithms = More complex Vested interest in CONFIDENCE in paid ads Highest bidder days are over
Impact of landing pages, text, etc on PPC ad rankings
Variable costs are killing businessesSEO, other channels of *Future*