What you don't know about SEO CAN hurt you

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    16-May-2015

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Slides from the Seminar of the same name.

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  • 1. What you think you know about SEO can hurt you Hosted by Leading Results

2. Agenda

  • Introductions
  • Why We Host These
  • Main Presentation

3. Leading Results Overview

  • Marketing services firm coaching and consulting
    • 1:1 Coaching, Group Coaching
    • Fractional VP of Marketing
    • Social Media Coaching and Learning
    • Referral Marketing Coaching and Classes
  • Authorized Duct Tape Marketing coaches
  • Offices in Boston and Philadelphia
  • Clients throughout North America
  • We help our clients stop wasting money on marketing that does not create results

4. Why do we do these seminars?

  • Marketing has fundamentally changed
  • Better informed prospects make better customers

From: Outbound (Prospecting, Hunting, Interrupting) To: Inbound (Attracting, Educating,Getting Found) Print Ads Blogs, e-books,white papers Radio Ads Podcasts Television Ads Videos Tradeshows Webinars Cold Calling Search Engine Optimization E-mail Blasts RSS, Feeds 5. Marketing is

  • Getting someone, who has a need, to know, like and trust you.
  • So that they will try, buy, repeat purchase and refer you and your organization.

6. Introduction

  • Steve Kinney
    • President and founder of Search Optimizers
    • High-end SEO service for 13 years
    • Priced so small companies can afford

7. Learning Objectives

  • What is SEO?
  • Why is SEO important?
  • What affects ranking?
  • What are effective SEO Strategies?
  • How to employ an effective SEO campaign?

8. 9. How do search engines work?

  • Spiders (a.k.a. robots)
    • Always running... 24 x 7 x 365
    • Visit frequency hourly, daily, or weekly
    • Purpose to maintain the freshest content

10. How do search engines work?

  • Index database Google stores over 100 billion web pages

11. How do search engines work?

  • Algorithm

12. White hat vs. black hat SEO 13. Learning Objectives

  • What is SEO?
  • Why is SEO important?
  • What affects ranking?
  • What are effective SEO Strategies?
  • How to employ an effective SEO campaign?

14. Why is SEO important?

  • What is happening
  • Why it is happening
  • The rest of the story

15. What is happening?

  • Tighter marketing budgets are limiting choices

16. Why is it happening?

  • Lower cost of sales

17. And now, the rest of the story

  • Technology puts consumers in control
    • Push marketing
      • TVTIVO
      • Talk radioPod casts
      • Newspaper adsOnline newsAd blockers
    • Pull marketing
      • Yellow pagesOnline yellow pagesSearch Engines

18. 3 parts to an effective Internet Marketing campaign

  • Getting the right people to your website
  • Converting some % of the visitors
  • Growing your relationship over time

19. 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

20. Difference in value of browsers vs. searchers

    • Intent

21. Learning Objectives

  • What is SEO?
  • Why is SEO important?
  • What affects ranking?
  • What are effective SEO Strategies?
  • How to employ an effective SEO campaign?

22. What affects ranking (dispel myths)?

  • 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

23. Quality of traffic

  • Visitor comes to your site and stays for 6 seconds BAD
  • Visitor comes to your site and stays for 60 seconds GOOD
  • Visitor comes to your site and stays for 6 minutes GREAT!

24. 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
  • Example: IDAHollywood.com vs. Juilliard.edu (dance school)
  • Example: SouthBayFord.com vs. automotive.com (ford dealer)

25. Quantity of Traffic

  • Alexa.com

26. How your site is built

  • Use unique page names
    • Not:
  • Session IDs should be managed in cookies, not URLs
  • Use HTML links, not AJAX links
  • Create a sitemap.xml and put that name in robots.txt

27. 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

28. Spamming

  • Use these techniques and you get put in the penalty box

29. 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

30. Learning Objectives

  • What is SEO?
  • Why is SEO important?
  • What affects ranking?
  • What are effective SEO Strategies?
  • How to employ an effective SEO campaign?

31. Goal determines strategy

  • What is the end goal of an Internet Marketing campaign?
    • Hits no
    • Conversions not usually
    • Sales optimize for this result

32. Maximize sales

  • Where to optimize: ingestion or conversion rate?
    • 200 visitors per month4 conversions1 sale
    • Optimize conversion rate:
      • 200 visitors per month8 conversions2 sales
    • Optimize ingestion rate:
      • 2000 visitors per month40 conversions10 sales

33. Strategy #1: Focus 34. Strategy #1: Focus

  • Search engines prefer focused sites
  • The greater your SE credibility, the less you need to focus

35. Strategy #2: Not too hard, not too soft, just right 36. 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

37. Strategy #3: Establish/leverage a beachhead 38. Strategy #3: Establish/leverage a beachhead

  • Find some phrases to begin the SEO process
  • As you get those ranked, go after more
  • because if you add too fast and prior phrases will drop

39. Strategy #4: Momentum 40. 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
  • Orbital Maneuvering System
    • 6,000 lbs of thrust, 2 weeks, 5M miles

41. Search Engine Momentum = Search Engine Credibility

  • It explains why a new page on Wikipedia will rank much higher than the exact page on a brand new domain.
  • Some indicators of a sites SE cred are:
    • Alexa number
    • Links to your site
    • Google PR
    • # of pages indexed for a site

42. 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 pick KPs that are out of your SE cred league, even the most up-to-date SEO techniques will be useless
    • If you target KPs that are way lower than your current SEO cred, you are leaving money on the table

43. 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

44. Learning Objectives

  • What is SEO?
  • Why is SEO important?
  • What affects ranking?
  • What are effective SEO Strategies?
  • How to employ an effective SEO campaign?

45. What are the steps to get started?

  • Choosing a focused set of valuable Keyword Phrases (KPs)
  • Getting ranked high for valuable KPs
  • Staying ranked high for valuable KPs
  • If done correctly, SEO is often the lowest cost form of lead generation

46. 3 step process for choosing KPs

  • Choosing a focused set of valuable Keyword Phrases (KPs)
  • 3 step process for picking KPs
    • Brainstorm
    • Sort
    • Filter

47. 3 step process for choosing KPs

  • Step 1 Brainstorm
    • Think about your ideal client
    • What might they be searching for when looking for a product or service like yours?
    • Be the buyer
    • Build as large a list as possible

48. 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

49. 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
    • Use these numbers as a baseline to compare against other sites

50. 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 components
    • Session IDs should be managed in cookies, not URLs
    • Use HTML links, not AJAX links

51. What to do after picking keyword phrases?

  • Now Ive 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

52. Types of SEO campaigns

  • In-house very difficult to find non-competitive KPs
  • Outsource
    • Once and out(aka hit and run)
    • Long term contract
    • Pay as you go

53. How do I decide on an SEO service provider?

  • Ask each SEO firm for 3 reports showing:
    • Website optimized
    • Keyword phrases targeted
    • Positions for each in major Search Engines
  • Share each of these reports with the other SEO firms
  • Make the SEO firms explain the differences
    • More/less aggressive phrases
    • More/less lucrative markets
  • Call the companies for first hand account of effect on their business

54. Summary

  • Identify the keyword phrases you should be ranked for based on your current Search Engine Credibility
  • Begin targeting your site for those phrases
  • Enlist the help of a professional if you cant find enough phrases in your credibility range

55. 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
    • Call Steve Pitchford 949.389.9503
    • [email_address]

56.