04/11/2023 www.marqui.com

Webinar: How to Build a Long Term SEO Strategy

April 21, 2011

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Agenda

• What is SEO?

• The World of Search Engines

• Long-term vs. Short-term SEO

• Setting up a Long-term SEO Program

• On-page SEO

• On-site SEO

• Off-site SEO

• Measuring Success

• Future Trends

What is SEO?

SEO = Search Engine Optimization

Getting “free” traffic through organic search results

Making your site easy to index by search engines

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The Search Engine World

• Google has been the market leader for the past 10 years

• Bing & Yahoo! now represent nearly 30% of market

• Google is still as important as ever, Bing is gaining on them, Facebook may aggressively enter the market soon

More People Notice Organic Search Results

Source: User Centric, “Eye Tracking Study”, Jan 27, 2011 via eMarketer.com

• The importance of search engine ranking positions

• Organic results are noticed more• Higher return on investment from

SEO but..• Lower predictability of results

Long-term vs. Short-term SEO

What is “Long Term” SEO?

What is “Short Term” SEO?

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Setting up a Long-term SEO Program

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Get a Strategy

Staff Resources

Get the Tools

Step 1: StrategyGet a Strategy• Content (Get this book!)• Incoming, outgoing links• Keyword niche• Which search engines to target?• Blogging• Social media• FAQs• Content pages• Preferred content

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Step 2: Staff ResourcesCoach your in-house staff to build on your website’s SEO• Commit staff resources to write content, blog, or create new pages• Knows your business• Knows your industry and competitors• Can communicate brand values• Able to write link-worthy content!• Some understanding of the web

External Resources• Freelance copywriters• ScribeSEO (I’ll provide the URL at the end of the webinar)

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Step 3: Get the Tools

• Content management system• Google & Bing Webmaster Tools• WebCEO• SEOmoz.org Open Site Explorer• CopyScape• Google Analytics or Adobe/Omniture SiteCatalyst

Elements of SEO

• Algorithm is complex and secret• Vast number of ways to positively affect SEO• On-page SEO• On-site SEO• Off-site SEO

On-page SEO• Title• Meta keywords• Meta description• Keyword density• Images• Text content: Links, anchors, headings, subheadings,

paragraphs

On-site SEONice clean code!

On-site SEO

• Navigation structure• URL structure• Outgoing links• XML sitemap• HTML sitemap

On-site SEO

• Image tagging• FAQs• Robots.txt• Redirection methods• Internal links or crosslinking

Off-site SEO

• Directory submission (Yahoo!, DMOZ, Yellow Pages)• Google and Bing Webmaster Tools• Watch out for plagiarism• Lots of original, fresh, interesting content

Off-site SEO

• Paid search support for SEO• URL purchasing• Web hosting, page speed• Geolocation of hosting• Press releases

Get More Incoming Links

• Encourage sharing and syndication through RSS and social media, social bookmarking

• Use Webmaster Tools to see who links to you• Clean up your incoming links, add title attributes<a href=“http://www.marqui.com” title=“ Search Engine Optimization”>Search Engine Optimization</a>

• Contact site owners to set up reciprocal links• Use online tools like PRWeb.com to distribute press releases

• Don’t buy incoming links.

Measuring Success• Analytics system• URL shortening services• Benchmarking reports• SEOMoz’s Open Site Explorer

Future Trends in SEO

• Google “Panda” Algorithm change• Is duplicate content being punished?• Curated/social search• Bing

Summary

• No credible company with long-term business goals should consider short term SEO gains with black hat tactics, the risks are too high.

• Like everything on the web, content is king• Contributing staff resources to ongoing SEO program is

essential• Don’t forget Bing!

Q + A

Dan Biggs, Web Marketing Consultantdan.biggs@marqui.com

Feedback? Questions? Connect directly or DM us on Twitter at http://www.twitter.com/Marqui_CMS

LinksMarqui Content Management http://www.marqui.comScribe SEO http://scribeseo.comWebCEO http://www.webceo.com Book: Erin Kissane - The Elements of Content Strategy http://www.abookapart.com/products/the-elements-of-content-strategyGoogle Webmaster Tools http://www.google.com/webmasters/toolsSEOMoz.org tools http://www.seomoz.org/toolsGoogle Analytics http://www.google.com/analyticsBing Webmaster Tools http://www.bing.com/toolbox/webmastersCopyscape Plagiarism Detector http://www.copyscape.comChurnalism http://churnalism.com