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Slides from the Seminar of the same name.
Citation preview
What you think you know about SEO can hurt you
Hosted by Leading Results
Agenda
• Introductions• Why We Host These• Main Presentation
Leading Results Overview• Marketing services firm – coaching and consulting
1:1 Coaching, Group Coaching Fractional VP of Marketing Social Media Coaching and Learning Referral Marketing Coaching and Classes
• Authorized Duct Tape Marketing coaches• Offices in Boston and Philadelphia• Clients throughout North America• We help our clients stop wasting money on marketing that
does not create results
Why do we do these seminars?
From: Outbound(Prospecting, Hunting, Interrupting)
To: Inbound(Attracting, Educating, “Getting Found”)
Print Ads Blogs, e-books, white papers
Radio Ads Podcasts
Television Ads Videos
Tradeshows Webinars
Cold Calling Search Engine Optimization
E-mail Blasts RSS, Feeds
a) Marketing has fundamentally changedb) Better informed prospects make better customers
Marketing is…
Getting someone, who has a need, to know, like and trust you….
So that they will try, buy, repeat purchase and refer you and your organization.
Introduction
• Steve Kinney President and founder of Search Optimizers High-end SEO service for 13 years Priced so small companies can afford
Learning Objectives
• What is SEO?• Why is SEO important?• What affects ranking? • What are effective SEO Strategies?• How to employ an effective SEO campaign?
How do search engines work?
• Spiders (a.k.a. robots) Always running... 24 x 7 x 365 Visit frequency… hourly, daily, or weekly Purpose… to maintain the freshest content
How do search engines work?
• Index database – Google stores over 100 billion web pages
How do search engines work?
• Algorithm
White hat vs. black hat SEO
Learning Objectives
• What is SEO?• Why is SEO important?• What affects ranking? • What are effective SEO Strategies?• How to employ an effective SEO campaign?
Why is SEO important?
• What is happening• Why it is happening• The rest of the story
What is happening?
• Tighter marketing budgets are limiting choices
Why is it happening?
• Lower cost of sales
And now, the rest of the story…
• Technology puts consumers in control Push marketing
• TV TIVO• Talk radio Pod casts • Newspaper ads Online news Ad blockers
Pull marketing• Yellow pages Online yellow pages Search Engines
3 parts to an effective Internet Marketing campaign
• Getting the right people to your website• Converting some % of the visitors• Growing your relationship over time
Not all visitors are created equal
• 2 types of web site visitors Browsers
• Ex. - Reading a blog or twitter posts• Link, link, link, link
Searchers• Type in a specific phrase, click search
Difference in value of browsers vs. searchers
Intent
Learning Objectives
• What is SEO?• Why is SEO important?• What affects ranking? • What are effective SEO Strategies?• How to employ an effective SEO campaign?
What affects ranking (dispel myths)?
• Quality of traffic• Links to your site• Quantity of traffic• How your site is built• How long your site has been registered• Frequency of updates to your site• Size of your website• …… Hundreds of factors
Quality of traffic
• Visitor comes to your site and stays for 6 seconds – BAD
• Visitor comes to your site and stays for 60 seconds – GOOD
• Visitor comes to your site and stays for 6 minutes – GREAT!
Links to your site
• Organic is key• Circular linking has almost no value• Using social media sites like Twitter to link has no SEO value
Anchor attribute rel="nofollow“
• Link weighting has been devalued in the last few years• Example: IDAHollywood.com vs. Juilliard.edu (dance school)• Example: SouthBayFord.com vs. automotive.com (ford
dealer)
Quantity of Traffic
• Alexa.com
How your site is built
• Use unique page names Not:
• Session IDs should be managed in cookies, not URLs
• Use HTML links, not AJAX links• Create a sitemap.xml and put that name in
robots.txt
What adversely affects ranking?
• Text displayed graphically• Linking to a link farm• Redirecting using refresh meta tags• Manipulative cross linking• Keyword stuffing • Keyword dilution• Cloaking• Over optimization
Spamming
• Use these techniques and you get put in the penalty box
Search Engine Spamming
• Anything that tries to display different results to the spiders White text on white background Cloaking
• Outlier densities Use of keyword much more frequent than competition Use of SEO techniques much more frequently than
competition
• Link farming
Learning Objectives
• What is SEO?• Why is SEO important?• What affects ranking? • What are effective SEO Strategies?• How to employ an effective SEO campaign?
Goal determines strategy
• What is the end goal of an Internet Marketing campaign? Hits – no Conversions – not usually
Sales – optimize for this result
Maximize sales
• Where to optimize: ingestion or conversion rate? 200 visitors per month 4 conversions 1 sale Optimize conversion rate:
• 200 visitors per month 8 conversions 2 sales Optimize ingestion rate:
• 2000 visitors per month 40 conversions 10 sales
Strategy #1: Focus
Strategy #1: Focus
• Search engines prefer focused sites• The greater your SE credibility, the less you
need to focus
Strategy #2: Not too hard, not too soft, just right
Strategy #2: Not too hard, not too soft, just right
• Too hard No value going from 800th to 50th Lost time
• Too soft Leaving $$ on the table Allows competition to gain momentum faster
Strategy #3: Establish/leverage a beachhead
Strategy #3: Establish/leverage a beachhead
• Find some phrases to begin the SEO process• As you get those ranked, go after more• …because if you add too fast and prior phrases
will drop
Strategy #4: Momentum
Momentum example - Space Shuttle
• Solid Rocket Boosters 3,000,000 lbs thrust, 2 minutes, 25 miles
• Main Engines 400,000 lbs thrust, 8.5 minutes, 794 miles
• Orbital Maneuvering System 6,000 lbs of thrust, 2 weeks, 5M miles
Search Engine Momentum = Search Engine Credibility
• It explains why a new page on Wikipedia will rank much higher than the exact page on a brand new domain.
• Some indicators of a site’s SE cred are: Alexa number Links to your site Google PR # of pages indexed for a site
Search Engine Credibility
• Why is search engine credibility important The keyword phrases (KPs) you pick should be
relative to the SE cred you currently have If you pick KPs that are out of your SE cred league,
even the most up-to-date SEO techniques will be useless
If you target KPs that are way lower than your current SEO cred, you are leaving money on the table
Strategies in action
• South Bay Ford #1 Focus: 6 Initial KPs #2 Not too hard…: Locale based KPs #3 Establish/leverage a beachhead: Once 6 KPs
ranked, targeted 11 KPs #4 Momentum: Now targeting much higher value
KPs such as ‘Ford Dealer’
Learning Objectives
• What is SEO?• Why is SEO important?• What affects ranking? • What are effective SEO Strategies?• How to employ an effective SEO campaign?
What are the steps to get started?
• Choosing a focused set of valuable Keyword Phrases (KPs)
• Getting ranked high for valuable KPs• Staying ranked high for valuable KPs• If done correctly, SEO is often the lowest cost
form of lead generation
3 step process for choosing KPs
• Choosing a focused set of valuable Keyword Phrases (KPs)
• 3 step process for picking KPs Brainstorm Sort Filter
3 step process for choosing KPs
• Step 1 – Brainstorm Think about your ideal client What might they be searching for when looking
for a product or service like yours? “Be the buyer” Build as large a list as possible
3 step process for choosing KPs
• Step 2 – Sort Use tools like Digital Point or Word Tracker
• http://www.digitalpoint.com/tools/suggestion (Free)• http://www.wordtracker.com/ ($$)• https://adwords.google.com/select/
KeywordToolExternal (Free) Sort first by # searches per day Then adjust by gut feeling and relative probability
of sale
3 step process for choosing KPs
• Step 3 – Filter Using the following Search Engine Credibility
Indicators • Google Page Rank• Alexa Number • Links to your site• Pages indexed for your site
Use these numbers as a baseline to compare against other sites
What to do after picking keyword phrases?
• Making your website SEO friendly Each page on your site has its own page name Create a sitemap.xml and put that name in robots.txt Any text contained in flash components should be moved
out into html Make sure your CMS allows page level updates for all html
<head> components Session IDs should be managed in cookies, not URLs Use HTML links, not AJAX links
What to do after picking keyword phrases?
• Now I’ve found phrases… Add the KPs to your meta-tags Use the KPs frequently in the text of your home
page Build a subpage specific to each phrase Measure results Try new ideas Shampoo, rinse, repeat
Types of SEO campaigns
• In-house – very difficult to find non-competitive KPs
• Outsource Once and out (aka “hit and run”) Long term contract Pay as you go
How do I decide on an SEO service provider?
• Ask each SEO firm for 3 reports showing: Website optimized Keyword phrases targeted Positions for each in major Search Engines
• Share each of these reports with the other SEO firms• Make the SEO firms explain the differences
More/less aggressive phrases More/less lucrative markets
• Call the companies for first hand account of effect on their business
Summary
1. Identify the keyword phrases you should be ranked for based on your current Search Engine Credibility
2. Begin targeting your site for those phrases3. Enlist the help of a professional if you can’t
find enough phrases in your credibility range
Special Offer
• Free Offer Initial KP analysis (20-30 minute phone call) Within 3-5 business days we will deliver a report
that shows • Your rankings for KPs that are frequently searched• Proposal with pricing for our service
» Call Steve Pitchford [email protected]