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Does Search Engine Optimization seem like a black box? Working hard but not seeing steady progress with your online marketing? Having trouble effectively measuring and tracking SEO results? You are not alone! Over 75% of respondents in our State of Digital Marketing Survey identified the same challenges. In this session, we’ll break open the black box and reveal what’s driving success now for our B2B and B2C clients.
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Your Toughest SEO Questions, Answered!
Today’s Host:
Alex Dunks
Senior SEO Strategist
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Founded in 2004
120+ Clients
Custom KPI-based Scorecards
Proprietary Attribution Tool
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Are the slides available?
Some Practical Matters
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Some Practical Matters
#webmarketing123
Are the slides available?
Connect with us
on Social Media
Some Practical Matters
Yes! Just email
#webmarketing123
Are the slides available?
Connect with us
on Social Media
Some Practical Matters
Yes! Just email
#webmarketing123
facebook.com/webmarketing123
#webmarketing123
Are the slides available?
Connect with us
on Social Media
Want to learn more?
Some Practical Matters
Yes! Just email
#webmarketing123
facebook.com/webmarketing123
#webmarketing123
Are the slides available?
Connect with us
on Social Media
Want to learn more?
Some Practical Matters
Yes! Just email
#webmarketing123
facebook.com/webmarketing123
Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
#webmarketing123
Are the slides available?
Connect with us
on Social Media
Want to learn more?
Some Practical Matters
Yes! Just email
#webmarketing123
facebook.com/webmarketing123
Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
visit bit.ly/wm123seo
#webmarketing123
1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, Duplicate content, Image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#webmarketing123
1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, Duplicate content, Image SEO,
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
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THERE ARE 4 BILLION SEARCHES ON GOOGLE EVERY DAY
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Q: How do search spiders crawl the web?
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Search bots follow links to get from page to page
Q: 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
Search bots follow links to get from page to page
Q: How Do Search Spiders Crawl the Web?
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• Crawling:
• Discovering new and updated pages on the web • Daily, weekly, monthly
• Indexing:
• Compiling data from crawls into data centers
Search bots follow links to get from page to page
Q: How Do Search Spiders Crawl the Web?
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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
Q: How Do Search Spiders Crawl the Web?
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Q: How do I influence how often Google crawls my
website?
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Several ways to positively influence search spiders to visit your site
Q: How Do I Influence Google to Crawl My Site?
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Several ways to positively influence search spiders to visit your site
Q: How Do I Influence Google to Crawl My Site?
• Regularly generate fresh and unique content
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Several ways to positively influence search spiders to visit your site
Q: How Do I Influence Google to Crawl My Site?
• Regularly generate fresh and unique content
• Submit and verify an XML Sitemap through
Webmaster Tools
#webmarketing123
Several ways to positively influence search spiders to visit your site
Q: How Do I Influence Google to Crawl My Site?
• Regularly generate fresh and unique content
• Submit and verify an XML Sitemap through
Webmaster Tools
• Reduce the click-depth required to visit deeper
pages
#webmarketing123
Several ways to positively influence search spiders to visit your site
Q: How Do I Influence Google to Crawl My Site?
• Regularly generate fresh and unique content
• Submit and verify an XML Sitemap through
Webmaster Tools
• Reduce the click-depth required to visit deeper
pages
• Earn more links!
#webmarketing123
1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, Duplicate Content, Image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
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Q: What keywords should I optimize for?
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Investigate Google Insights to compare long-term trends: www.google.com/insights/search
Keyword Optimization
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Select a mix of both “head match” and “long tail” keywords
Keyword Optimization
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• Best Practices
• Have a mix of both generic and
“long-tail” terms
• It’s not just about 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 & social media
for your proposed keywords
• Expand on your keywords by finding
variations
Keyword Optimization Keyword selection is important because it determines the course of your campaign
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Keyword Optimization
Let’s look at a real working keyword list
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Q: How long does it take to advance in rankings?
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# of Keywords on the First Page over Time
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Q: How many keywords do I target per page?
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Develop a “mapping” document that targets 3-5 keywords per page
Q: How Many Keywords To Target Per Page?
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A: 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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Q: How to write about keywords without overdoing
it?
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Develop naturally written, “non-spammy” content
Q: How to Include Keywords Without Overusing?
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• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
Develop naturally written, “non-spammy” content
Q: How to Include Keywords Without Overusing?
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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
• Using Flash (you exclude your iphone & ipad users)
• Overusing your keywords: Read it out loud!
Develop naturally written, “non-spammy” content
Q: How to Include Keywords Without Overusing?
#webmarketing123
1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO,
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
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Q: Why do links matter?
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Serve as “votes” for your website
Q: Why do links matter?
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Q: How do I acquire inbound links?
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On-page content needs to be supported by other content channels
Q: How Do I Get More Inbound Links?
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• Support your content with other
relevant sources such as:
• Company blog
• Newsletters
• Facebook posts
• Tweets
• White papers
• Case studies
• Infographics
On-page content needs to be supported by other content channels
Q: How Do I Get More Inbound Links?
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Become a trusted source Is your content worthy of being shared?
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Become a trusted source Is your content worthy of being shared?
What You Need to Offer:
• Unique Research
• Informed Opinions
• News/Trend Analysis
• Authentic Expert Contributors
Industry relevant
blogs
Mentioned in news
publications
Cited at conferences +
events
Liked/Shared on
Links are
Tweeted/Retweeted
Links from Forums
Courtesy: SEOmoz
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1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
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Mobile, Tablet & Voice Search
All encourage the user to focus on top 3-4 results, “above the fold”
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Mobile, Tablet & Voice Search
All encourage the user to focus on top 3-4 results, “above the fold”
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Google Algorithm Updates - Panda
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Google Algorithm Updates - Penguin
• Penguin
• Targeting “webspam” and “overoptimization”
• Black Hat Techniques
• Link Schemes / Spam
• Keyword Stuffing
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Q: What are best practices for dealing with duplicate
content?
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Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
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Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
Image courtesy of:
http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A
AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg
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Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
• Recognize duplicate content
Image courtesy of:
http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A
AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg
#webmarketing123
Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
• Recognize duplicate content
• Use 301 redirects where possible
Image courtesy of:
http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A
AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg
#webmarketing123
Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
• Recognize duplicate content
• Use 301 redirects where possible
Image courtesy of:
http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A
AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg
• Implement rel=canonical
#webmarketing123
Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
• Recognize duplicate content
• Use 301 redirects where possible
Image courtesy of:
http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A
AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg
• Implement rel=canonical
• URL parameter handling
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Q: How do I optimize a site with lots of images?
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Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
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Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
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Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
Alt Tag
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Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
Alt Tag
Descriptive
File Name
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Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
Alt Tag
Descriptive
File Name
Captions
around/near
images
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Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
Alt Tag
Descriptive
File Name
Captions
around/near
images XML
Sitemap
Extension
#webmarketing123
1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
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Q: How do I invest in something that is constantly
changing?
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Q: How do you measure ROI?
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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
Use website analytics to track goal completions
Q: How Do I Measure ROI?
#webmarketing123
Dig into the market trends to determine your strengths and focus on continually improving your position
• Compare your metrics to past data
• Observe possible seasonality factors
• Track your progress through non-paid, non-branded traffic trends
Q: How Do I Measure ROI?
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Online attribution management tools can close the loop from first touch to closed deal
Q: How Do I Measure ROI?
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Online attribution management tools can close the loop from first touch to closed deal
Q: How Do I Measure ROI?
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Online attribution management tools can close the loop from first touch to closed deal
Q: How Do I Measure ROI?
Allows for 360 tracking from initial keyword search to closed opportunity by uncovering
data from Analytics and CRM into unified view.
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Key Takeaways
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Key Takeaways
1 SEO is Constantly Evolving: Take advantage of tools and resources
(many of them free!) to stay up to date on latest search marketing trends.
#webmarketing123
Key Takeaways
1
2
SEO is Constantly Evolving: Take advantage of tools and resources
(many of them free!) to stay up to date on latest search marketing trends.
Know Your Goals: Regardless of tactics utilized, don’t lose site of
overall strategy and expected outcomes.
#webmarketing123
Key Takeaways
1
2
3
SEO is Constantly Evolving: Take advantage of tools and resources
(many of them free!) to stay up to date on latest search marketing trends.
Know Your Goals: Regardless of tactics utilized, don’t lose site of
overall strategy and expected outcomes.
Prove the ROI: Continue to demonstrate the ROI of digital marketing
by measuring outcomes and reallocating budget to highest performing
channels.
#webmarketing123
• Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
• Email [email protected]
• Or visit bit.ly/wm123seo
#webmarketing123
- “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?
- Take a hard look at your competitors: Find out where you rank
against your top competitors and what tactics they’re employing.
- Comparison of different digital strategies: Paid Search, Organic
Search, Display Advertisiing, Social Media Marketing.
Request a Consultation: bit.ly/wm123seo
What can you expect from speaking with one of our analysts?
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Next Week: Does 1+1= 3? Combine SEO + PPC & See