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Seo Presentation 200809

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SEO presentation by Avery Cohen of Metrist given at the Sepember JoomlaChicago User Group meeting.

Text of Seo Presentation 200809

  • 1.SEARCH ENGINE STRATEGIES: Put your web site to work! Presented by:Avery Cohen - Metrist PartnersSeptember 10, 2008

2. Overview

  • Trend:Increasing interest in search strategies from consumer and B2B companies
  • Trend:Online marketing is expanding
    • More integrated campaigns
    • Increased use of Web to find local service providers
  • Internet and search strategies are a cost-effective way to expand reach
    • Provides valuable buying stage information

3. Definitions

  • Website Optimization
    • Creating a user-friendly Website with good, high-quality content to serve the visitor
    • Testing alternatives to achieve a desired objective with more of your site visitors
  • Search Engine Optimization (SEO)
    • Improving the volume and quality of traffic to a site from search engines via natural search for targeted key words
  • Search Engine Marketing (SEM)
    • SEO techniques including paid placement and pay-per-click (PPC) programs, often called search engine advertising


  • Search Engine Strategies
  • Presented by: Avery J. Cohen

Put Your Website to Work! 5. Do I Need a Search Strategy?

  • Direct Product Sales
  • Generate more leads
    • Requests for information
    • Phone call or contact form
    • Email opt-in
  • Set the stage for warmer sales calls
    • Knowledgeable customers
  • Support complex sales
    • That have multiple touch points

6. 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

7. Why SEO?

  • SEO makes the whole world-wide web better
  • Following SEO best practices
    • Provides a better customer experience
    • Drives brand consistency
    • Makes you more connected
    • Brings in more customers

8. Pursuing the Holy Grail

  • Three questions to ask when consideringSearch Engine Optimization

9. Pursuing the Holy Grail

    • What are your goals?
    • What do you want to be known for?
    • What do your customers want?

10. Google Knows People

    • Estimated at 40 billion searches per month
    • Primary income from pay-per-click advertising
    • Makes more money from advertising than the top 4 TV networks combined

11. Google Knows What People Want

  • People tell Google what they want.

dog walkers 12. Google Knows What People Want

  • When people click on an entry, they are telling Google what looks right.

13. Google Knows What People Want

  • People link to good content.

14. 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
  • The Search Engine
    • Presents relevant pages to searchers
    • Profiles items people select
    • Assigns and updates relevance:Page Rank

15. 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

16. Two Sides to SEO: Marketing & IT 17. Marketers Roadmap

  • Keyword selection
  • Writing for SEO
  • Linking strategy
  • Fresh content strategy

18. Developers Roadmap

  • Site structure
  • Page structure
  • Search Vendor Relationship
  • Analytics Infrastructure

19. Marketers: Keyword Selection

  • Be specific
    • dog walkers --Chicago dog walkers Lincoln Park dog walkers
  • Be consistent
    • Choose your jargon carefully
  • Add pages for
    • Long Tail searches
    • Specific Products

20. Keyword Selection: Be Specific 21. Keyword Selection: Be Specific 22. Marketers: Tools for Marketers

  • Tools (examples):
    • Finding Keywords: Wordtracker
    • Google AdWords Budgeting
    • Submit to Google Maps
    • Feedburner

23. 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

24. 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
  • The Search Engine
    • Profiles items people select
    • Assigns and updates relevance:Page Rank

25. 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
  • The Search Engine works with Googlebot data
    • Profiles items people select
    • Assigns and updates relevance:Page Rank

26. 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

27. Linking Strategy: White Hat vs. Gray Hat

  • Google doesnt like paid links
    • Access to link farms
    • Link exchange networks
  • Fighting Web spam
    • Comments on blogs and forums
    • Blogs now use no-follow links

28. Developers: Site Structure

  • Clear text, keyword-based navigation
  • Human-readable URLs
    • Dogs/Dogwalkers.html
    • Dogs/Dog-walkers.html
  • Avoid duplicate content
  • Forward obsolete pages

29. Developers: Page Structure

  • You get points for keywords in these elements
    • Page titles
    • Headings
    • Meta tags