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1 SEO is still evolving (if you ask me)

Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

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I have a website but I am not a programmer, how do I manage my SEO? What do I need to know to communicate with someone I contract to do SEO, web design or programming? If you do not know what your specific marketing goals are, who your target market is or who your competition is, you may not be ready for a website.

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Page 1: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

1

SEO is still evolving (if you ask me)

Page 2: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

2

SEO is complex and boring... No one

could

really

explain it to

me...(in a context I

could

understand)

Page 3: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

33

Would you buy a plane ticket if

you didnt know where you were

going?

3

Start with

what you

know:

where do

you want

to go and

why

Start with

what you

know:

where you

want to go

and why

So I started

with where I

wanted to go

and why:

Start with

what you

know

Page 4: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

4

SEO: search engine optimization

Website

Marketing plan

Brand

Marketing goals (analytics)

SEO is a Marketing function...

ROI

your

SEO

Page 5: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

5

Find your Target Market...

Before the

website you need a

marketing plan Brand Company Product or

serviceMarketing...

Sales

A website is part of your sales funnel ...

Have a

conversion

Plan

What counts is conversions to sales, if that’s your business objective. Poorly executed SEO may work against conversions if it turns off human prospects.

Page 6: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

66

SEO:

Puts your

website in

front of your

tarket market

based on

how they

search the

web using

keywords

Page 7: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

7

I Your Brand...

Your

Brand

because

what you

sell is not

who you

are..

Know what makes you different...

Page 8: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

Gives credibility & presence...

How does a

website

help me

market?

Page 9: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

9

I sell 000s..Pick me!

I sell 000s..Pick me!

I sell 000s..Pick me!

To stand out from the competition...

How does a

website

help me

market?

Page 10: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

10

Lets you share information easily...

How does a

website

help me

market?

Page 11: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

11

Converts people to my Brand...

How does a

website

help me

market? ‘A website isn’t doing its job until it is bringing clients through the door.

Its what it was built to do in the first place’

Page 12: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

1212

Now find me ...

Pick me!

Pick me!

Pick me!

Pick me!

Pick me!

Pick me!

Pick me!

Pick me!

...Among

the 266

million

other

websites

on the

internet

Page 13: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

13

HUH?

Page 14: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

14

Start with specific goals...

Know what

you want

from your

website

and who

your target

market is

Grafic designer?Social Media

Manager?

Programmer?

SEO Manager?

Marketing Director?

Page 15: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

1515

You remember a website that didnt

work well... long after you remember

what it looked like...

Design...

People

ignore

design that

ignores

people.— Frank Chimero

Page 16: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

16

Lead

Generation?

Share

Content?

E-Commerce? Customer

Service?

Attractive Attention (Bounce)

Approachable (clear purpose)

Call to Action (CRO / CTR)

What do I

need to

consider

when I start?

What do

you want

your

website to

do?

Design...

(The 4A’s of user experience (ux))

Page 17: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

Layout:

How do

People

navigate a

website?

17

Dont waste your

Prime website real estate...

Page 18: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

Testing: Multivariate and AB

18

...Do you know what

features people

respond to most on a webpage?

Multivariate (MVT) experiments test different versions of content within a page.them

A/B experiments test involve testing one page against one or more alternate pages. Each version of the page has its own URL.

Design...

Layout:

What

makes

people

CLICK

(Click through rate)

It can make the difference between a site that converts at 1% and a

site that converts at over 3% ‘

‘In order to improve your website’s ability to convert visitors into

qualified leads, we must understand your brand positioning and the needs of your potential

customers.

Page 19: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

19

You must help the search

engines find their way

through your site and

webpages.

Design...

From a SEO perspective:

the perfect webpage has no graphics, no javascript

code, no tables; it uses no special plug-ins and

contains a lot of normal, readable text.Layout:

How do

Search

Engines

navigate

and sort a

webpage?

...this may not be the way spiders see them...since in the HTML code

this is just the opposite, the page may not be noticed as keyword-rich.

Keywords in the first paragraph of a page weigh more than keywords in the

middle or at the end.

Page 20: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

20

If your site

is ‘design

optimized’

for people

& search

engines

then you

are ready

for SEO...

Page 21: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

21

Search Engine Optimization...

Google’s Golden Triangle

Where do

people

Click on

Google?

70% of the people Click on the first 4 links

Page 22: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

22

Search Engine Optimization...

22

What counts is conversions to sales, if that’s your business objective. Poorly executed SEO may work against conversions if it turns off human prospects.

Marketing

Page 23: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

1. KEYWORDS: The words used to describe my brand, company and product that people will most likely use to search for them on line. The more relevant keywords I place strategically in my site & in social media, the better chance I have of ranking well in the search engines.

2. LINKS (internal and inbound): 1. Links in my site linking one page to another. 2. Links on relevant websites where my web address (URL) appears. These sites are ʻdoorsʼ toward my site making it more noticable to the search engines. (ʻAnchor Textʼ in the link: using a max of 3 keywords)

3. INDEXED PAGES: Search engine robots routinely search and catalogue pages in a website, the more pages catalogued the better chance of ranking. Internal links and programming quality determine the ease with which the search bots can travel tthrough a site and find pages to catalog

4. GOOD PROGRAMMING (code): Avoid road blogs for search engine robots, optimize internal search factors: Links, tags, titles and text, visible & invisible

Search Engine Optimization...

1) ‘Bots’ Help search engines search your web page from top to bottom.

2) Algorithms find keywords & keyword phrases and help search engines determine how to prioritize your content in their search results.

SEO:

What do I

need for

Google to

find me?

Page 24: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

24

KNOW your marketing goals...

1. CRO (Conversion rate optimization): Analyzing and improving the rate at which people perform the desired ʻcall to actionʼ required in my website.

2. CTR (Click through rate): The rate at which people click on links: leading to my website from a search engine or other website where my address appears or on links inside my site

3. GOOGLE PAGE RANK: Determines how important my page is to Google (0 - 10)

4. SEARCH ENGINE RESULTS PAGE (SERP): Determines my placement on a search engine when people search my keywords. (tool: Proxify)

5. SITE ANALYTICS: Determines the traffic to my site and the navigation within it. Filtered results determine keyword popularity & page popularity.

6. HEAT MAPS: An application added to your website so you can track how users navigate your site

8. WEBGRADER: A Hubspot tool that can assess your site and point out weak spots.

Analytics

locate

opportunity

‘Reports are

not

analytics’

Page 25: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

25

Search Engine Optimization...

How to

manage

tasks and

resources

What happened to ‘marketing’?

Page 26: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

KEYWORDS are the key to everything...

26

Overview

SEO

Social Media

TARGET MARKET

Page 27: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

27

Content is King !!...

Keywords:

This is how

Google

sees them

Most results come from the ‘long tail’ of combinations of keywords.

Your Competition on line is anyone

using your same keywords...they may have nothing to do with your

industry

Page 28: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

28

Pick me!

‘A number 1 ranking on Google is great but it won't help your business if it is for the wrong

keyword’

Were you looking for Bunnies?

Relevancy...

Page 29: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

29

Find the best keywords...

How to get

started &

what

matters

How does Google assign relevance to the word "orange" on a page?

They determine orange is related to the fruit set or to the color set by page context.

4%per page

Keyword Density vs.

Keyword Placement

You just left the keyword density building and crossed the street into ‘term

weights’.

Page 30: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

30www.conversationmarketing.com

Analytics + SEO = Content

Reports do not equal Analytics

Analytics draw conclusions

Analytics locate opportunity

Use analytics to find the best-performing content (opportunity).

How to create the best content...

Keywords:

Content

and

Analytics Then you can use the results to

decide what to write next.

Page 31: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

31

Off page SEO: 75% important...

Links:

Inbound

links

Link building

Directories

Partners

Blog

Video / photo

Social media

Forums and Wikis

Page 32: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

32

Links

Internal

links

Internal links help the search engines find more pages in your website and index them.

Keep the doors wide open

On Page SEO 25% important...

Page 33: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

33

Programming...

To manage

your

website you

need to

understand

your

Site mapProgramming goal: Avoid road blocks

that prevent the search robots from travelling through your website

Page 34: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

34

Programming...

Learn what

makes up a

website so

you know

how to

administer

your site

RSS

API

Page 35: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

35

Social Media affects SEO...

Social

media is

off page

SEO

Can you get a domain ranking using just

Facebook likes and Tweets? YES

Page 36: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

36

Know your marketing goals if not...

your SEO will always be out of

context

18

www.qlick.com.mxQLICK – Social Media Strategy

1. Identifica En donde se desarrolla la conversación

2. Involúcrate.

3. Dirige la conversación contestando la pregunta...

3 pasos para liderazgo

¿Porque elegir mi marca?

18Tuesday, March 29, 2011

Page 37: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

37

Katy Ochoa, Director

Qlick: Social Media management, Facturas Electronicas & Portal de Proveedores

DM us on Twitter: @kqlick Friend us on FB: portalqlickEmail us at: [email protected]

For a copy of this presentation

18

www.qlick.com.mxQLICK – Social Media Strategy

1. Identifica En donde se desarrolla la conversación

2. Involúcrate.

3. Dirige la conversación contestando la pregunta...

3 pasos para liderazgo

¿Porque elegir mi marca?

18Tuesday, March 29, 2011

Page 38: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

38

Search spiders /

robots‘Search’

Algorhithms‘Sort’

18

www.qlick.com.mxQLICK – Social Media Strategy

1. Identifica En donde se desarrolla la conversación

2. Involúcrate.

3. Dirige la conversación contestando la pregunta...

3 pasos para liderazgo

¿Porque elegir mi marca?

18Tuesday, March 29, 2011

Page 39: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

39

Links

Terms to understand

follow / no follow (inbound links)

link building link baiting

anchor text optimization

internal links image links

inbound links / back links

BETA link relevancy

long tail keywords narrow keywords related keywords

keyword densitymeta tags / meta

descriptionskeyword phrases

keyword competition

ppc (pay per click) CMS (content management system)

RSS (really simple syndication *)

API (aplication programming interface)

site map

H tags URLHTML, Javascript, PHP, ASP.net ect...

18

www.qlick.com.mxQLICK – Social Media Strategy

1. Identifica En donde se desarrolla la conversación

2. Involúcrate.

3. Dirige la conversación contestando la pregunta...

3 pasos para liderazgo

¿Porque elegir mi marca?

18Tuesday, March 29, 2011

Page 40: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

40

Links

Top 10

mistakes

2011:

Design

&

SEO

No clear call to action Targeting the wrong keyword

No social proof Ignoring the title tag

Too much stuff Flash with out HTML alternative

Lack of logic Javascript in menus

Copy is difficult to readLack of consistancy and

maintenance

No visitor captureConcentrating too much on

meta tags

No headline Ignoring the URL

No Flow Back link spamming

No testing Lack keywords in content

No mobile version Using only images for headings18

www.qlick.com.mxQLICK – Social Media Strategy

1. Identifica En donde se desarrolla la conversación

2. Involúcrate.

3. Dirige la conversación contestando la pregunta...

3 pasos para liderazgo

¿Porque elegir mi marca?

18Tuesday, March 29, 2011

Page 41: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

41Google: Website Speed is a Ranking Parameter

18

www.qlick.com.mxQLICK – Social Media Strategy

1. Identifica En donde se desarrolla la conversación

2. Involúcrate.

3. Dirige la conversación contestando la pregunta...

3 pasos para liderazgo

¿Porque elegir mi marca?

18Tuesday, March 29, 2011

Page 42: Tweet To Be Heard: Social Media Conference Mexico 2011: SEO

42 18

www.qlick.com.mxQLICK – Social Media Strategy

1. Identifica En donde se desarrolla la conversación

2. Involúcrate.

3. Dirige la conversación contestando la pregunta...

3 pasos para liderazgo

¿Porque elegir mi marca?

18Tuesday, March 29, 2011

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