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SEO Bootcamp
Dee RambeauVice PresidentBusiness Development & Product Marketing
Micha HansonDirector of Optimization /UI/UXTwitter @mhanson
Thursday, May 20, 2010
Search engine users’ habits
• Half of all search engine users enter only a single query at a time.
• A typical user visits only the top 3 search results.
• 55% of users only visited 1 result!
• Only 19% of visitors clicked through to a second page from their search result.
• Searchers reported over half of search results were not relevant to what the searcher wanted!
Source: SEOMoz.org
Thursday, May 20, 2010
SEO is an extension of marketing & PR.
• Your goals should be to build websites and content that is geared toward your searchers and regular visitors interests.
• Be informative, write good and ‘fresh’ content for your visitors. Give readers reason to come back.
• Writing good content, and having new and relevant information is really a public relations function!
Thursday, May 20, 2010
Anatomy of a search result!
• The Page Title-page title is the data that is pulled from your title information in the head section of your page. This is the data given in the <title></title> tags.
• The description or the text seen right below the title (Snippets) - This information is normally seen as a text in around 25 words (160 characters long). This information is taken from three sources.
• The meta description <meta name=”description” content” what you want to appear beneath the page title in SERPS”>
• The DMOZ open directory
• When the information is not available from the above two places, Google searches for contextual content from your sites copy and picks up relevant information from either a single paragraph or one or more sentences from all over the page.
Thursday, May 20, 2010
Search Engine Breakdown 2010
Thursday, May 20, 2010
Search Engine Breakdown 2010
Bing Launch
Google 81.53%Bing 8.47%Yahoo! 8.28%AOL 0.87%Windows Live 0.0%
Thursday, May 20, 2010
Steps• Define Audience & Targets
• Research & Listen
• Set Goals & Refine Objectives
• Keyword and Topic Research
• Content Optimization
• Distribution and Promotion
•Measurement
•Wash-Rinse-Repeat
Thursday, May 20, 2010
Target Audience
• Define your target audience and their interests (Persona).
• Age
• Gender Specific?
• Education Level?
• Income?
• Ethnicity? Language?
• Family status
• Job title and responsibilities
• Goals and tasks they are trying to complete
Thursday, May 20, 2010
Audience Example
• Targeted Traffic Niche SitesTargeting Women
• Kirtsy – Women’s News
• Stylehive – Style Bookmarking
• Chictini – Woman’s Style
Thursday, May 20, 2010
Listening
• Once you know ‘who’ you are looking to attract online, and what there interests are, look for places they are already congregating and ‘Listen’ for common conversations.
• Look for opportunities: unanswered questions, pain points, dissatisfaction with competitors etc.
• Develop individualized lists of concepts based on these opportunities.
Thursday, May 20, 2010
Listening Apps (free)
• Google Alerts http://www.google.com/alerts
• Technorati http://technorati.com/
• Socialmention http://socialmention.com/
• Evri http://www.evri.com/
• Twitter search advanced http://search.twitter.com/advanced
• Google Blog Search http://blogsearch.google.com/
Thursday, May 20, 2010
Research Target Topics
•Ways of Determining Target Topics
• Market research (Forester, Nielsen...)
• Survey existing users, customers (surveymonkey, woofu, etc..)
• Focus groups.
• Social Media Buzz
• Google Insights
• Google AdPlanner
Thursday, May 20, 2010
Setting Goals
Raw TrafficUsed mostly when you can monetize traffic without user actions or purchases / donations on your site (usually through advertising).
E-Commerce SalesUsed when you have products / services that are directly available for sale on your website
Mindshare/BrandingUsed when you are focused on attracting attention from a ‘target segment’ more so than any direct traffic or monetization goals. (new members / participation)
Lead Acquisition
Searches that have commercial intents that can't be fulfilled directly online. (services, consulting etc..)
Reputation Management Either bolstering a positive online reputation, or mitigating negative voices online.
Engagement .Using multiple touch points or ‘engagement’ opportunities with potential customers for products or services requiring a longer sales cycle.
Ideological Sway / Influencer Engagement Using SEO to sway public, private, or particular influencer our outlets opinion about a particular topic, brand etc.
Thursday, May 20, 2010
Keyword Research
Keyword(s):
a word (or combination of words) that a search engine user might use to find relevant indexed web page(s). If a keyword doesn’t appear anywhere in the text of your web page, it’s highly unlikely your page will appear in the search results.
Thursday, May 20, 2010
Organizing your keywords
• Use a spreadsheet to organize your keywords based on your personas ad targets.
Thursday, May 20, 2010
Finding Keywords
• I like to start my initial seed keyword concepts with the following:
• Soovle http://soovle.com/
Thursday, May 20, 2010
Finding Keywords (tools)
• Google Adwords Keyword tool: https://adwords.google.com/select/KeywordToolExternal
• WordTracker http://www.wordtracker.com/
• Keyword Discovery http://www.keyworddiscovery.com/
• OptimizationMax (PRNewswires Optimization Tool)
Thursday, May 20, 2010
Mapping competition.
• Simple search (Google SERP)
• Paid tools (Keyword Difficulty tool at SEOmoz.org)
Thursday, May 20, 2010
Top 5 Ranking Factors (all)(From SEOmoz.org http://www.seomoz.org/article/search-ranking-factors#overview)
• Keyword Focused Anchor Text from External Links
• External Link Popularity (quantity/quality of external links)
• Diversity of Link Sources (links from many unique root domains)
• Keyword Use Anywhere in the Title Tag
• Trustworthiness of the Domain Based on Link Distance from Trusted Domains
Thursday, May 20, 2010
On-Page Factors (Keyword Specific)(http://www.seomoz.org/article/search-ranking-factors#on-page-keyword-specific-ranking-factors)
• Keyword Use Anywhere in the Title Tag
• Keyword Use as the First Word(s) of the Title Tag
• Keyword Use in the Root Domain Name (e.g. keyword.com)
• Keyword Use Anywhere in the H1 Headline Tag
• Keyword Use in Internal Link Anchor Text on the Page
• Keyword Use in External Link Anchor Text on the Page
• Keyword Use as the First Word(s) in the H1 Tag
• Keyword Use in the First 50-100 Words in HTML on the Page
Thursday, May 20, 2010
Off-Page Factors (Keyword Specific)
• Keyword-Focused Anchor Text from External Links
• External Link Popularity (quantity/quality of external links)
• Diversity of Link Sources (links from many unique root domains)
• Page-Specific TrustRank (whether the individual page has links from trusted sources)
• Global Link Popularity (PageRank)
• Topic-Specificity/Focus of External Link Sources
Thursday, May 20, 2010
Bonus Points! (Image Optimization)
Thursday, May 20, 2010
Bonus Points! (Localization)
Thursday, May 20, 2010
Use PPC to Test
• You can use PPC to test concepts before investing lots of time and resources into SEO strategies.
• Testing with PPC can give you an idea of traffic to expect.
• Testing with PPC can tell you conversion rates.
• PPC allows you to do A/B testing on language.
Thursday, May 20, 2010
Measurement (things to track)
Thursday, May 20, 2010
News Site Traffic Landscape
Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic.
! Yahoo News
! Google News
! New York Times sites
! CNN
! China’s QQ.com
! BBC
! MSN
Thursday, May 20, 2010
News Site Traffic Landscape
Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic.
! Yahoo News
! Google News
! New York Times sites
! CNN
! China’s QQ.com
! BBC
! MSN
Thursday, May 20, 2010
News Search
The press as well as prospects are using news search engines
• 98% of journalists go online daily
• 92% for article research
• 81% to do searching
• 76% to find new sources, experts
• 73% to find press releases
• On an average day, 68 million American adults go online
• 30% use a search engine to find information
• 27% get news
Sources: Middleberg/Ross Survey and Pew Internet and American Life Project
Thursday, May 20, 2010
News Search
The press as well as prospects are using news search engines
• 98% of journalists go online daily
• 92% for article research
• 81% to do searching
• 76% to find new sources, experts
• 73% to find press releases
• On an average day, 68 million American adults go online
• 30% use a search engine to find information
• 27% get news
Sources: Middleberg/Ross Survey and Pew Internet and American Life Project
Search World 2008
DIRECTORIES
BLOGS
VIDEOPODCASTS
ARTICLES NEWS
IMAGES
SITE CONTENT
NETWORKING SITES
SOCIAL SITES
SHOPPING SITES
Nextag LinkedIn
SOCIAL BOOKMARK
Del.ico.us
RSS Feeds
ODEO
Business.com
YouTube
Wordpress
Mixx
Google News
PR Newswire
Flickr
InternationalUS
Local
WEB SITES
SEARCH ENGINES
© 2008 Elliance. All Rights Reserved | www.elliance.com
Thursday, May 20, 2010
Optimized Press Releases
© 2007 Elliance. All Rights Reserved | www.elliance.com
How Optimized Press Releases Impact Visibility
Publish to Site Push to Industry Publications
Use PR Distribu-tion Service
Optimize Press Release
Press releases can be an important part of search strategy. However, bene!ts vary with the tactic used.
Media outlet pickup
Authoritative inbound links
Search engine news results
Media outlet pickup
Generate social media buzz
Generate social media buzz
Authoritative inbound links
Possible higher ranking
Possible inbound links
Visits from prospects & customers
Visits from prospects & customers
Visits from prospects & customers
Visits from prospects & customers
++ +
Source: Elliance.com via SeachengineLand.com
Thursday, May 20, 2010
Optimized Press Releases
© 2007 Elliance. All Rights Reserved | www.elliance.com
How Optimized Press Releases Impact Visibility
Publish to Site Push to Industry Publications
Use PR Distribu-tion Service
Optimize Press Release
Press releases can be an important part of search strategy. However, bene!ts vary with the tactic used.
Media outlet pickup
Authoritative inbound links
Search engine news results
Media outlet pickup
Generate social media buzz
Generate social media buzz
Authoritative inbound links
Possible higher ranking
Possible inbound links
Visits from prospects & customers
Visits from prospects & customers
Visits from prospects & customers
Visits from prospects & customers
++ +
Source: Elliance.com via SeachengineLand.com
@TwitterUser RT @PRNewswirePR Newswire Waives Distribution Fees for #Haiti Earthquake Related News Releases - http://tr.im/KjBv
Thursday, May 20, 2010
What do you optimize?
PRNwwsWire.comPRWeb.comezinearticles.comarticlecity.com
Article Optimization
</H1><H1> 7 Cool Ways to Use Digital Signage
digital-signage.html
2
6
3Use keywords in the !rst paragraph.
Submit to article & PR sites
Use keywords in !lenames.
1 Include title in H1 tags.
Post the article to your own site
Yes No
5 Wait for Google to index the page.
Indexed by search engines?
4
© 2008 Elliance. All Rights Reserved | www.elliance.com
Thursday, May 20, 2010
What do you optimize?
PRNwwsWire.comPRWeb.comezinearticles.comarticlecity.com
Article Optimization
</H1><H1> 7 Cool Ways to Use Digital Signage
digital-signage.html
2
6
3Use keywords in the !rst paragraph.
Submit to article & PR sites
Use keywords in !lenames.
1 Include title in H1 tags.
Post the article to your own site
Yes No
5 Wait for Google to index the page.
Indexed by search engines?
4
© 2008 Elliance. All Rights Reserved | www.elliance.com
Content available multiple locations.
Key SEO Elements•Page Title•Headline (H1)•Sub Headline (H2)•Body
Thursday, May 20, 2010