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SearchEngineOp.miza.on:DrivingMoreTraffictoYou
June2010
HaveaQues.on?NeedHelp?
AboutResourceMedia• Communica.onsStrategy
• MediaOutreachCampaigns
• DigitalMediaStrategyandOutreach
• EnvironmentalandHealthPolicyFocus
Staff309 Offices
SanFranciscoSeaPleBoulderKalispellSacramento
BozemanPortlandSaltLakeCityAnchorage
1 SEO=
SearchEngineOp.miza.on
WhatisSEO?
Improvingawebsitesoit’smoreeasilyfoundinsearchengineresults
FrontEndvsBackEnd
Traffic=ExposureBePerSearchRankings=MoreTraffic
Exposure=Support
WhyisSEOImportant?
• 92%ofsearchersdon’tgopastthefirstthreepagesofsearchresults
• 68%don’tgopastthefirstpage
Source:JupiterMedia+iProspect:“SearchEngineBehaviors”
68%
Example:“SavetheWhales”• 27,000searches• 1.2millionwebpages
• About1.1970millionpageswillnevergetseen
Recap:Introduc.ontoSEO• SEO=ImprovingawebsiteforbePersearchengineresults
• Op.mizingasiteforsearchinvolvesboththefrontandbackends
• YoubenefitfromSEOwithmorewebsitetraffic&morecausesupporters
• Mostsearchersonlygotothefirstthreepagesofresults;SEOiskeytogettotopofsearchresults
SEO:ReadyforaTuneup?• Keywords• Links• Metadata
Keywords1
SwitchHats
Selec.ngHomePageKeywords• Startbroadandhonein
• Use“bigpicture”words
Conduc.ngKeywordResearch
ComparingSynonyms
• AlaskaCoal=5,400• AlaskanCoal=880• CoalinAlaska=320
hPp://bit.ly/GoogleAdWordsTool
TestYourKeywords
Keywords:NotJustforHomepages
KeywordsforJumpPages
• Morespecific
• “Longtail”
• Example:“Coal”vs.“AlaskaCoalHealthRisks”
UseKeywordsinBodyCopy
UseaKeywordDensityTooltoVerify
hPp://www.seochat.com/seo‐tools/keyword‐density/
TipsforOp.mizingHeadings&Tabs
TipsforOp.mizingLinks
Instead:hyperlinkedtextshouldbe:REGISTERFORALASKASUMMERCAMPS
GreatPageContent
Fresh Op.mized
Unique
• Thinklikeasearcher,notamarketer
• Experimentwithkeywordsforbothyourhomepageandjumppagesusingtoolstostudysearchvolume&compe..on
• Shortkeywordsvs.“longtail”keywords• Prominentlyweaverelevantkeywordsintobodycopy
• Op.mizeheadings,tabsandhyperlinktext
Recap:Keywords
Links2
BuildLinks
• Inbound• Outbound• Internal
InboundLinks
258,000InboundLinks152InboundLinks 581InboundLinks
0InboundLinks258,000vs733
Cul.vateBigLinks
BuildRela.onshipsCul.vateinboundlinksfromyourexis.ngnetworksfirst
InboundLinkResearchTool
BuildingOutboundLinksTop3Ideas:
1. Alistofrecommendedbloggers
2. Alistoflinkstohelpfulresources
3. Linktoacredible,well‐traffickedwebsite
CrossPromo.ng
Recap:Links• 3typesoflinks:inbound,outbound&internal• Successwithlinkbuildingdependsonrela.onships• Thinkqualityoverquan.ty• Useinboundlinktoolstotakeanassessment
• Cross‐promotefromyoursocialnetworkslikeFacebook
MetaData
FrontandBackEnd
MetaTitle
MetaDescrip.on
WhatitLooksLikeinSearchResults
Meta.tle Metadescrip.on
WithoutMetaData
Recap:MetaData• Tellsasearchenginewhatyoursiteisabout• It’sthe.tleanddescrip.onsearchersseewhentheyfindyouinasearchenginelikeGoogle
• Ifyoudon’thavemetadataasearchenginewillguesswhatitthinksthebestmatchis
• Youmayneedtoworkwithyourwebdeveloper
Evalua.on
MeasuringyourSuccess
CaseStudy:ZeroWasteAmerica
CaseStudy:ZeroWasteAmerica
Recap:Evalua.on
• UseatoollikeHubspot’sWebsiteGradertogetabaselineofyourSEO:hPp://www.websitegrader.com
• Takestockofwhat’sworkingANDwhat’snot
• Re‐evaluatetodetermineprogress
TakeHomes• Keyworddevelopment&genera.ngfreshcontent
• Keepitsimple&consistent
• Evaluateandupdate
LearnMore
WorthExploring!• BuildingStrategicAlliances‐July• SocialMedia200‐August
• Framing&Messaging–September
• MediaRela.ons‐October
• StoryPitching101‐November
• BloggerRela.ons‐December
Published by Resource Media 325 Pacific Avenue San Francisco, CA 94111 415-397-5000
Brendan McLaughlin Project Manager Resource Media [email protected] 206-374-7795 ext. 108
Gaelen O’Connell Digital Media Manager Resource Media [email protected] 415-397-5000 x303
Copyright © 2010 by Resource Media All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, without permission in writing from the copyright holder.
ThankYou!