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Steve Kinney
Introduction
• Steve Kinney
– President and founder of Search Optimizers
– High-end SEO service for 13 years
– Priced so small companies can afford
– Sage Preferred Vendor for 3 years
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Learning Objectives
• What is SEO?
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SERP Review
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How do search engines work?
• Spiders (a.k.a. robots)
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How do search engines work?
• Index database – Google stores over 100 billion
web pages
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How do search engines work?
• Algorithm
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White hat vs. black hat SEO
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Learning Objectives
• What is SEO?
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Why is SEO important?
• What is happening
• Why it is happening
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What is happening?
• Tighter marketing budgets are limiting choices
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Why is it happening?
• Lower cost of sales
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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
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3 parts to an effective Internet
Marketing campaign
• Getting the right people to your website
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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
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Difference between browsers vs.
searchers
Intent
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Learning Objectives
• What is SEO?
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What affects ranking?
• 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
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Quality of traffic
• Visitor comes to your site and stays for 6
seconds – BAD
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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
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Quantity of Traffic
Alexa.com
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How your site is built
• Use unique page names
– Not:
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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
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Spamming
• Use these techniques and you get put in
the penalty box
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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
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Learning Objectives
• What is SEO?
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Goal determines strategy
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Maximize sales
• Where to optimize: ingestion or
conversion rate?
– 200 visitors per month 4 conversions 1 sale
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Strategy #1: Focus
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Strategy #1: Focus
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Strategy #2: Not too hard, not
too soft, just right
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Strategy #2: Not too hard, not
too soft, just right
• Too hard
– No value going from 800th to 50th
– Lost time
• Too soft
– Leaving $$ on the table
– Allows competition to gain momentum faster
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Strategy #3: Establish/leverage a
beachhead
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Strategy #3: Establish/leverage a
beachhead
• Find some phrases to begin the SEO process
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Strategy #4: Momentum
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Momentum example - Space
Shuttle
• Solid Rocket Boosters
– 3,000,000 lbs thrust, 2 minutes, 25 miles
• Main Engines
– 400,000 lbs thrust, 8.5 minutes, 794 miles
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Search Engine Credibility
• Why is search engine credibility important
– The keyword phrases (KPs) you pick should be
relative to the SE cred you currently have
– If you target KPs that are way lower than your current
SEO cred, you are leaving money on the table
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Strategies in action
• South Bay Ford
– #1 Focus: 6 Initial KPs
– #2 Not too hard…: Locale based KPs
– #3 Establish/leverage a beachhead: Once 6 KPs
ranked, targeted 11 KPs
– #4 Momentum: Now targeting much higher value KPs
such as „Ford Dealer‟
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Learning Objectives
• What is SEO?
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What are the steps to get
started?
• Choosing a focused set of valuable Keyword Phrases
(KPs)
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3 step process for choosing KPs
• Choosing a focused set of valuable
Keyword Phrases (KPs)
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3 step process for choosing KPs
• Step 1 – Brainstorm
– Think about your ideal client
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3 step process for choosing KPs
• Step 2 – Sort
– Use tools like Digital Point or Word Tracker
• http://www.digitalpoint.com/tools/suggestion (Free)
• http://www.wordtracker.com/ ($$)
• https://adwords.google.com/select/KeywordToolExternal
(Free)
– Sort first by # searches per day
– Then adjust by gut feeling and relative probability of
sale
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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
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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
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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
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Summary
1. Identify the keyword phrases you should be
ranked for based on your current Search
Engine Credibility
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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
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Questions?
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