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

4.

• 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 webmaster.google.com

• 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 webmaster.google.com

• 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 webmaster.google.com

• 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