Integrating SEO Into a Comprehensive Marketing Plan

Integrating SEO Into a Comprehensive Marketing PlanPresented @ Think Tank Live! 2010 Advanced SEO WorkshopOctober 28, 2010

Rey VillarSearch Marketing Manager

Norvax/GoHealth.com

Successful SEO = Profits Think Tank Live!SM

@ReyVillar @RachelBaker @ExprtMary@MertSahinoglu #ttlchi



Going Digital

eConsultancy, Feb 2010



Search Factoids

• 39% believe top ranked means industry leader

• 77% choose organic over PPC on searches

• 67% choose organic over PPC when buying

• 40% aware of ROI report 500% ROIs on SEO

• 62% click a link on the 1st page of SERP

• 42% of search users click on the #1 entry

• 8% click on the #2 entry



5 Biggest SEO Misconceptions

1. Purpose: solely to rank

2. Alexa rank means something

3. Can’t reach page 1

4. Stands alone

5. Is easy



Pillars of Online Marketing

1. Search Engine Marketing

2. Conversion Website

3. Email Marketing

4. Social Media?



Website Conversion

SALES!

Leads

ProspectVisitor



Converting Visitors into LeadsAttention | Relevancy

Interest | Trust Building

Desire | Share & Offer

Action | Sales Funnel



Design Mistakes

• Too artsy

• Too wordy

• Lack of focus

• Obstacles to closing

• Ignoring your prospects’ range

• Suspicious looks



3 Stages of Online Buying

Interest

Research

Purchase



Who Are You Targeting?

3 Categories of Searches

• Information – Research & pre-shoppers

• Transactional – Intending to act

• Navigation – Specific site or brand

Advanced Keyword Strategy Think Tank Live!SM


3 Stages of Online BuyingInterest

• Broad terms• Filter for relevancy

Research

• More specific terms• Purchase guidance

Purchase

• Refined queries• Example: best, cheap, top, etc.



SEO

PPC/ Affiliate

MobileSEM



SEO Elements

Keywords

Website

Content

LINKS

Analytics



Google (and SEO) – Always Changing

• Google Algorithm

• Google Caffeine

• Google Instant



Domain Authority; 25%

Page Link Popularity; 22%

Anchor Text; 20%

On-Page Keywords; 15%

Traffic & CTR;

7%

Social Met-

rics; 6%

Host/Registry; 5%

Google Algorithm Components



Getting Buzzed by Google Caffeine

• Faster impact

• Bigger index

• Unique content

• Increase load time

• Post Frequency

• Real-time content

• Indexation cap



Google Instant Impact

• User interface system

• Search results basically same

• Keyword recommendation

• More impressions

• Lower CTR

• Long- and short-tail

• Better titles and descriptions



The Google Page Rank

• Named after Larry Page

• Link analysis algorithm

• Site popularity

• Link strength

• Don’t use as the mainfactor for your SEO decisions

PR(A) = (1-d) + d(PR(t1)/C(t1) + ... + PR(tn)/C(tn))



Correlating Page Rank with Rankings

• Google – 18%?

• Bing – 17%?

• Yahoo – 4%?

SEOmoz 2010



Correlating Other Metrics w/ Ranking

• Google PageRank – 18%

• Yahoo External Links – 24%

• SEOmoz Linking Domains – 25%

• SEOmoz Page Authority – 28%

SEOmoz 2010



A Brief Word on Microformats

Google supports (HTML) microformats

1. hcard – business card

2. hReview – user reviews

3. hReview-aggregate – overall rating

4. hProduct – ecommerce

5. hCalendar – dates and appointments

6. hRecipe – self-explanatory



What the Future Holds for SEOs

• Faster results

• Less traffic

• More competition

• No room for amateurs



What the Future Holds for Real SEOs

And Websites Who Really Understand SEO



Recipe for Successful SEO

1. Start with Clear Goals

2. Use a Proven Formula

3. Build an SEO Toolbox

4. Organize, Measure and Adapt

5. Learn the Rules – then Bend Them

6. Outsource