SEO 201 – The Goods

Frank Coyle – President

Margery Spears – Sr. SEO Client Manager

August 19, 2009

Presentation AgendaAbout Point It

• Launched in April 2002

• Seattle’s largest independent search marketing firm

• 12 team members, 40+ yrs of SEM experience

• Servicing clients across all verticals and revenue models

• You’ve:

• Researched high-volume, low-

competitor keywords

• Added keywords to your titles, URLs,

body content, ALT text

• Removed barriers to spider crawling

• Now what?

Presentation AgendaAfter the Basics

• Domain Trust & Authority

• Content Dissemination

• Analysis & Revisions

• Future-proofing Your Tactics

• Selected Resources

• Q & A

Presentation AgendaAgenda

3 Most Important Factors

Slide 5

*Data Courtesy SEOMoz.org

1) Trust/Authority of

Domain

2) Link Popularity of

Page

3) Anchor Text of

External Links

Everything Else

33%

67%

Links from Trusted Sources

Slide 6

Trust: Link Diversity

• Number/variety of unaffiliated linking

domains

Slide 7

Site A

Site BSite B

Site B

Site C

Monitor Link Diversity

• Monitor the diversity:

- Advanced search operators

- SEOTools free Link Harvester tool

Keywords in Inbound Links

• Use anchor text with keywords:

Slide 9

Trust: Directories

• Submit in your category

– DMOZ.org

– Yahoo Directory (dir.yahoo.com)

– Wikipedia.org

– Best of the Web (BOTW.org)

Slide 10

Trust: Authoritative Sources

• Know the websites & people who are

authorities in your area

Slide 11

Creative Linking

• Widgets

Slide 12

Badges

• Badges

Slide 13

Best Link-Building Method

• Create great, linkable, sharable content

– Write interesting, clickable titles

– Disseminate the content through the web

Slide 14

Social Media is STILL Hot

• Digg that content

• Endless resources

– Propeller

– StumbleUpon

– Photo sharing sites

Slide 15

Content Hunger

• Article Submission Sites

Slide 16

Content Dissemination

• Optimized Press Releases

– Prices from free to $350 and up

– Tracking and statistics

– SEO friendly

Slide 17

It’s STILL Who You Know

• Influential bloggers

– Cultivate ongoing relationships

– Support their efforts

Slide 18

Advertising

• Paid subscriptions in your vertical

• Business profiles

• Review sites

Slide 19

Go Viral

Slide 20

• Know your audience

• Soft peddle

• Doesn’t have to cost $

New Ways to Go Viral

Slide 21

Retweeting• Calls to action

• Ask for retweeting

• Timing

Opportunity Knocks

• JK’s Wedding

Entrance Video

• Chris Brown’s song “Forever”

• Links to JK’s website and a donation page for

a charity

Slide 22

Analysis: Bounce Rate

• Referring sites

• Keywords

• Top entry pages

Slide 23

Conversion-driving Keywords

• Ranking #1 for keywords that have a

negligible conversion rate is wasted effort

• Know which keywords convert best

• Know which pages convert best and

promote them

Slide 24

Testing

• A/B & multivariate testing

•

• Titles and metadescriptions

Slide 25

Iterate

Slide 26

Test

Measure

Succeed

Improve

Future-proofing Your Tactics

• Blogs

– SEOmoz.org

– MattCutts.com

– SEObytheSea.com

• Follow SEO Experts on Twitter

• Webinars

• Conferences

• Networking

Slide 27

Avoid Stagnation

• Study patent applications

• Keep abreast of trends

• Don’t believe everything you hear

• Test, iterate, test again

Slide 28

Resources

• Domain trust: www.seomoz.org/blog/whiteboard-

friday-domain-trust-authority

• Web metrics:

www.kaushik.net/avinash

• Point It blog:

www.pointit.com/blog/

Slide 29

Presentation AgendaQ & A

frankc@pointit.com

margerys@pointit.com

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