What you don't know about SEO CAN hurt you

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Slides from the Seminar of the same name.

Text of What you don't know about SEO CAN hurt you

  • 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 ra