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SEARCH ENGINE OPTIMIZATION:Put your web site to work!
@averycohen#socialmediabc
Presented by: Avery Cohen - Metrist Partners
July 24, 2009
Is Your Web Site a Slacker?
Does Your Web Site Produce?
Direct Product SalesGenerate Qualified Leads
Requests for informationPhone calls or contact formsEmail opt-ins
Set the stage for warmer sales callsKnowledgeable customers
Support complex sales That have multiple touch points
Build Word-of-Mouth
Elements of a Search Strategy
Set Goals Optimize the Site
Optimize for “conversions” Optimize for search
“Pull” Traffic Linking strategy & PR Advertising, including paid search Email
Measure and Adapt Constantly changing environment
Why SEO?
Provides a better customer experienceDrives brand consistencyMakes you more connectedBrings in more customers
Pursuing the “Holy Grail”
What are your goals?What do you want to be known for?
What do your customers want?
Google Knows People
Estimated at 40 billion searches per month
Primary income source ispay-per-click advertising
2002 Revenue $ 439 Million2007 Revenue $ 16.5 Billion2008 Revenue $ 21.8 Billion
Google Knows What People Want
People tell Google what they want.
dog walkers
Google Knows What People Want
People link to good content.
How Do Sites Get on Google?
The “Spider” or “Googlebot” Follows links on the Internet Catalogs Keywords and Key Phrases Calculates Relevance You can talk to the spider
Robots.txt & Sitemap.xml Submit on webmaster.google.com
The Search Engine Presents relevant pages to searchers Profiles items people select Assigns and updates relevance:
“Page Rank”
Care and Feeding of the Google Spider
High quality inbound links Relevant to keywords
Internal linking Strong internal linking on keywords High quality external links
Keyword density Early and often Between 5% and 8%
Likes fresh content
Two Sides to SEO: Marketing & IT
Marketer’s Roadmap
Keyword selection Writing for SEO Linking strategy Fresh content strategy
Developer’s Roadmap
Site structure Page structure Search Vendor
Relationship Analytics Infrastructure
Marketers: Keyword Selection
Be specific “dog walkers” --
“Chicago dog walkers”“Rockford dog walkers”
Be consistent Choose your jargon
carefully Add pages for
“Long Tail” searches Specific Products
Keyword Selection: Be Specific
Keyword Selection: Be Specific
Marketers: Tools for Marketers
Tools (examples): Finding Keywords:
Wordtracker, Keyword Spy Google AdWords Budgeting,
Google Trends Submit to Google Maps
www.google.com/local/add/businessCenter
Feedburner
Who is talking about your keywords Blogsearch.google.com Icerocket.com
Marketers: Writing for SEO
5 – 8% Keyword Density 500 words of content per page
Early and often Use section headings Avoid synonyms, euphemisms and
implied usage Use your other keywords to create
linking opportunities
How Does Stuff Get on Google?
The “Spider” or “Googlebot” Follows links on the Internet Catalogs keywords and key phrases Calculates relevance You can talk to the spider
Robots.txt & Sitemap.xml Submit on webmaster.google.com
The Search Engine Profiles items people select Assigns and updates relevance:
“Page Rank”
The Googlebot Finds Content for Google
The “Googlebot” is a spider-like program Googlebot follows links on the world-
wide web Googlebot catalogs keywords and key
phrases Googlebot calculates keyword relevance You can talk to the Googlebot
Robots.txt & Sitemap.xml Submit on webmaster.google.com
The Search Engine works with Googlebot data Profiles items people select Assigns and updates relevance:
“Page Rank”
The Googlebot Finds Content for Google
The “Googlebot” is a spider-like program Googlebot follows links on the world-
wide web Googlebot catalogs keywords and key
phrases Googlebot calculates keyword relevance You can talk to the Googlebot
Robots.txt & Sitemap.xml Submit on webmaster.google.com
The Search Engine works with Googlebot data Profiles items people select Assigns and updates relevance:
“Google Page Rank”
Page Titles and Descriptions
Unique Page Title and Description 80 Characters, 160 Characters Keyword Rich Used by Google as the “listing”
Marketers: Linking Strategy
High quality inbound links Solicit links
Who would want to link to you?How will linking to you help their
audience (your customers)? PR campaigns Stunts: Link bait and stupid Internet
tricks High quality outbound links
Link to authoritative sources Link to helpful sites
Marketers: Fresh Content Strategy
RSS on Feedburner Syndicate on Social
Media Get People Talking
About YOU!
Marketers: Social Networks
Developers: Site Structure
Clear text, keyword-based navigation
Human-readable URLs Dogs/Dogwalkers.html Dogs/Dog-walkers.html
Avoid duplicate content Forward obsolete pages
Developers: Page Structure
You get points for keywords in these elements Page titles Headings – H1, H2 Meta tags
Description Keywords
ALT tags for non-text content Use CSS and DIV, External JS files
Text-to-code ratio Keywords at top of page
Search Engine Relations
Google Webmaster Tools https://www.google.com/webmasters/tools
Yahoo Site Submission http://search.yahoo.com/info/submit.html
Robots.txt Sitemap.xml
Implement Web Analytics
Google Analytics It’s free Tracks goals and conversion rates Segments groups of users Poor visit and path analysis
Buying Position with Paid Search
When to Use Paid Search
Buy position on a keyword or phrase
Drive traffic directly to a service offering
Test new marketing messages
Creating and Managing SEM
25-35-35 + urlAuto-adjusts for best variation
Measuring SEM
Impressions Clicks
Click-through rate Cost-per-click
Bounce rate Conversions
Conversion rate Cost-per-lead
Measuring Your Results
All SEO can be measured SEOChat.com (and others)
SEO has a cumulative measurable result Contributing to your goals
Financial results CRM or SalesForce.com Google Analytics (and others)
Site Optimization
Focus on conversions Views more than one page Reaches specific “value-add” content Opts in for email Fills out a “contact” form Makes a phone call Makes a purchase
Segment and test
Tracking Key Performance Indicators (KPIs)
KPIJan Goal
Jan Actual ±%
Total Visits
% Paid Visits
Email List Opt-In
Opt in %
Email Unsubscribes
Email List Size
Whitepaper Downloads
Download % Visits
Contact Us form start
Contact Us complete %
Additional Benefits of SEO
SEO makes the whole world-wide web better People read like the spider program People navigate through content links as
much as through navigation options Your message will be more clear Measurement techniques lead from
Search Optimization to Outcomes Optimization
Better “conversion rate” from visits to customers
-Brief “to do” list for the marketing team-Tools you can use to evaluate your site site
Getting Started
Metrist Partners2525 N. Elston Ave.Suite D230Chicago, Illinois
60647847-926-8280
[email protected]://www.metristpartners.comTwitter: @averycohen
Make SEO Work for You
Set goals Audit site content
Consider an outsourced evaluation Pay attention to keyword use
Searchable, specific External links
Get influential sites to link back to you Alliances, sponsorships, news, blogs
Internal links Improve the viewing experience and point
search engines toward the most important pages
Apply intelligence from site statistics
Free Tools to Use
Wordtracker - Keyword suggestions and estimated daily search volume http://freekeywords.wordtracker.com/
Keyword Spy – Paid Search and Organic Competition http://keywordspy.com/
Google - Tools for smaller businesses and free map listings http://www.google.com/services/
Google Trends - Historic search volume on Google to help you decide on keywords http://www.google.com/trends
Rank Checker - Reports rankings on key words http://tools.seobook.com/firefox/rank-checker
SEO Chat Wide variety of tools for Search Optimization http://www.seochat.com/tools
W3C Accessibility Test http://www.w3.org/WAI/ER/tools/complete.html
Contact Information
Metrist Partners2525 N. Elston Ave.Suite D230Chicago, Illinois
60647847-926-8280
[email protected]://www.metristpartners.comTwitter: @averycohen
