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David Ciccarelli, CEO of Voices.com details the importance of effective Search Engine Optimization with search marketing statistics. Learn how to utilize keyword search, creative content distribution and optimizing page titles, descriptions, headings and body copy using proper website architecture.
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GETTING STARTED WITH SEARCH ENGINE OPTIMIZATION
@DAVIDCICCARELLI
CEO, VOICES.COM
Tuesday, March 1, 2011
TODAY’S TALKING POINTS
๏ SEARCH MARKETING STATISTICS & FINDING OPPORTUNITIES
๏ START WITH A HEALTH CHECK
๏ KEYWORD RESEARCH
๏ CONTENT CREATION AND DISTRIBUTION
๏ OPTIMIZING PAGE TITLES, DESCRIPTIONS, HEADINGS AND BODY COPY
๏ WEBSITE ARCHITECTURE
๏ SOCIAL GRAPH
Tuesday, March 1, 2011
CUSTOMER ACQUISITION COSTS
0
35
70
Search Engine Marketing Yellow Pages Banner Ads Online E-mail Direct Mail
70
60
50
20
9
Search Engine Marketing is the most cost-effective way to acquire new customers.
Tuesday, March 1, 2011
GLOBAL SHARE OF SEARCHES
32%
31%
22%
9%
6%
Data Source: comScore
EuropeAsia PacificNorth AmericaLatin AmericaMidEast + Africa
Tuesday, March 1, 2011
# OF MONTHLY SEARCHES IN THE U.S.
0
4,000
8,000
12,000
16,000
20062007
20082009
2010
Searches for all search engines Source: Comscore
(Millions)
Tuesday, March 1, 2011
U.S. SEARCH ENGINE MARKET SHARE
66%16%
13%
3%2%
Data Source: comScore January 2011
Google SitesYahoo! SitesMicrosoft SitesAsk NetworkAOL Network
Tuesday, March 1, 2011
CLICK THROUGH RATES
RESULT POSITION AVERAGE PERCENTAGE OF CLICKS
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
#11-20
34.35%
16.96%
11.42%
7.73%
6.19%
5.09%
4.02%
3.47%
2.85%
2.71%
5.27%
Tuesday, March 1, 2011
SEARCH DEMAND CURVE
Tuesday, March 1, 2011
EVALUATING YOUR OPPORTUNITIES
Tuesday, March 1, 2011
LET’S START WITH A
HEALTH CHECK
Tuesday, March 1, 2011
GOOGLE WEBMASTER TOOLS
1.Tuesday, March 1, 2011
BING WEBMASTER TOOLS
Tuesday, March 1, 2011
CHECK YOU ARE GETTING CRAWLED
2.Tuesday, March 1, 2011
SEE PAGES CRAWLED PER DAY
Tuesday, March 1, 2011
CREATE A SITEMAP
๏Have an HTML sitemap and link to it from each page on our site. It helps Google find all the pages on your site.
๏Automatically build an XML sitemap using xml-sitemaps.com
๏ Install Google Sitemap Generator on your server. Technical skills required.
3.Tuesday, March 1, 2011
CHECK IF YOUR PAGES ARE INDEXED
4.Tuesday, March 1, 2011
READY TO START OPTIMIZING
Tuesday, March 1, 2011
KNOW YOUR KEYWORDS
Tuesday, March 1, 2011
KEYWORD RESEARCH
5.Tuesday, March 1, 2011
MANAGE YOUR KEYWORDS
๏Start a spreadsheet to save all your keywords in a single spot.
๏Organize your keywords into groups by topic or subject matter.
6.Tuesday, March 1, 2011
PLACE KEYWORDS ON YOUR PAGES
๏ Page Title
๏ Page Description
๏ In H1, H2, H3 tags
๏ In the body or your article or pages
๏ Page File Name ( your-very-important-page.html )
7.
Put keywords and phrases in some of the following places to increase the ranking of a web page in the search engine results.
Tuesday, March 1, 2011
THE COMPETITIVE ADVANTAGE
Tuesday, March 1, 2011
COUNT YOUR LINKS
8.Tuesday, March 1, 2011
DEVELOP YOUR LINK PROFILE
๏ Link Popularity: How many links point to your website?
๏ Link Relevancy: Are the links of a high quality, from websites in the
same industry or from authority websites?
๏ Anchor Text: The active text used to enable the link to your
website. Does it say your business name or keyword?
Tuesday, March 1, 2011
BUILD EXTERNAL LINKS
๏ Authority Links - CNN, BBBonline.org, Industry Associations
๏ Directory Links - Yahoo! Directory, BOTW.org
๏ Press Release Links - PRWeb.com, PR.com
๏ Blog Links - Articles written about you, comment links
๏ Social Media Profile Links - LinkedIn, Twitter, YouTube, Knowem
๏ Reciprocal Links - Link exchanges from related websites
9.Tuesday, March 1, 2011
THE SOCIAL GRAPH
Tuesday, March 1, 2011
SOCIAL ENGAGEMENT
Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?
Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article.
Google: We treat links shared on Facebook fan pages the same as we treat tweeted links. We have no personal wall data from Facebook.
Tuesday, March 1, 2011
POSSIBLE SOCIAL INDICATORS
๏ Number of unique tweeting sources
๏ The authority of the tweeting source
๏ The time of tweet (breaking news)
๏ Quantity and quality of retweets
๏ Quantity of clicks
10.Tuesday, March 1, 2011
FINAL THOUGHTS
Tuesday, March 1, 2011
THANK YOU!
@DAVIDCICCARELLI
CEO, VOICES.COM
Tuesday, March 1, 2011