Hands-On SEO offers tips and advice for helping you improve your website’s visibility in the search engines. It also provides do's and don'ts to help convert more website visitors into leads, while avoiding the common mistakes that cost PPC advertisers money. While targeted mainly at a B2B audience, this presentation is helpful to companies and organizations that deal directly with end users as well.
7. Search Engine’s Mission & Purpose
Satisfy two stakeholders:
Search users
– Provide the most “relevant” results
Investors
– Generate revenue from ads (tied to traffic from Search)
Not: “Push lots of traffic to your site so can
make lots of money”
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9. Who makes their job harder?
People who try to get their pages to rank
higher than they would otherwise
Why? Because if they succeed, searchers
may not get the best results!
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10. So search engines keep tweaking
2012 Panda
Penguin
2010 Venice
Caffeine
2008 Vince
Dewey
2006 Buffy
Big Daddy
2004 Jagger
Gilligan
Bourbon . . .
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11. 1st Generation Search Engine Signals
– Keywords and Content
The site with the most keywords – WINS!
Keyword
Keyword
Keyword
Keyword
Keyword Keyword
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12. 1st Generation Search Engine Signals
– Keywords and Content
The Result?
Keyword-stuffed content
Lots of spammy, junky content
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13. 2nd Generation Search Engine Signals
– Inbound Links
Google arrives on the scene
Develops an algorithmic approach
Granted a US Patent for PageRank
Other search engines follow suit
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14. 2nd Generation Search Engine Signals
– Inbound Links
The Result?
People create lots of junky content that
links back to their site
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15. 3rd Generation – User Experience
Data from Google’s “free” tools
– Google Search
– Google Analytics
– Google Toolbar
– Chrome or IE browser (with toolbar)
Data from Social signals
– Google+1
– Facebook
– Twitter
– Etc.
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16. 3rd Generation – User Experience
The Result?
Lots of pain and rank volatility
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17. How do search engines determine Rank?
Site crawls / content authority
Inbound links & anchor text
Traffic to your site
Search results clicks
Stickiness – time on site
Domain age & hosting longevity
Social “buzz”
and about 200 other factors
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18. How to Show Up at the Top
Own a famous brand
Get tons of visitors to your site
Keep them there
Become a thought-leader in your
industry and write a ground-breaking
blog post every week or two
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19. Three Things Every Website Must Have to
Generate Leads:
Relevant traffic
A clear value proposition
A compelling call-to-action
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20. #1 Mistake We See:
Investing money and time on driving traffic
to a poor quality website
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21. #2 Mistake We See:
Unclear, non-unique value proposition
– “At Acme Corporation, our mission is to provide
our customers and stakeholders with
unparalleled quality, matchless service and
unrivaled value.”
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22. #3 Mistake We See:
Wasting money on the wrong traffic
– Poor keyword selection
– PPC “gotchas”
Incorrect targeting
Geography
Demographics / contextual
Dayparting
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23. Do
Start with a great website
– Clear, crisp value proposition
– Straightforward navigation
– Strong calls-to-action
– Visually appealing
– Engaging – use multimedia
– Search engine friendly
– Careful keyword selection and well-optimized
pages
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24. Do
Keyword research is important
– Google Adwords keyword tool
https://adwords.google.com/o/keywordtool
Or search: google keyword tool
Use: “Exact Match” and take with grain of salt
Understand: limitations
– Search Engine Suggest Feature
Start typing and what do you see?
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25. Keyword Research
Lateral search using software tools
Evaluate each term across three axes
Group by theme Search Frequency
For SEO: Assign to pages
For PPC: Assign to ads
Competition
Relevance
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26. Do
Search engines understand synonyms
– No need to “stuff” keywords
– So, write web copy for humans
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27. Do
On-Site SEO Basics
– Unique HTML title for each optimized page
– Unique description tag for each optimized page
– Keywords in Headline
– HTML or XML sitemap and footer links
– Post to your blog to offer fresh content
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28. Do
Natural link development
– Vary anchor text – don’t over-optimize for one
keyword
– Diversify links
Article placements
Business partners
Press releases
Review sites
Industry directories
Conferences
Social signals (bookmarks, Pinterest, Google+, etc.)
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29. Don’t
Keyword “stuffing”
On-site SEO “tricks”
Unnatural links
– Link schemes
– Automated links
– Too many links from one site
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30. Do
Surprise! SEO = Marketing
– Crisp messaging + thoughtful word choices
– Visitor engagement
– Useful, informative content
– Compelling offers
– Impeccable customer service
– Follow-up and nurturing
– PR outreach
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31. Bottom Line
Your website should represent you well
– Often the first impression of your prospect
– Hire a pro
Timely follow-up is critical, especially for web
leads
– Use a marketing automation system like
Leadformix
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33. How to tell if your site got nuked
Traffic
This: instead of This:
site:www.yoursite.com comes up empty
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34. What to do if your site got nuked
Run, don’t walk, to
– Install Google Webmaster Tools
Find out what needs to be fixed and fix it!
File a reconsideration request
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41. PPC Tip
Use AdWords Preview tool to check ads
– Impressions are costly
– Allows geographic testing
– adwords.google.com/d/AdPreview/
– Or search: adwords preview tool
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42. PPC Tip
Who is seeing your ads?
– Search: check typed “search terms”
– Display: check Automatic Placements
NEVER mix Search and Contextual advertising
in the same Campaign
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43. “Typed” vs. “Matched” Keyword
Keyword matching options
– Broad Match – Modified Broad Match (+)
– Phrase Match (“ “) – Negative Match (-)
– Exact Match ([ ])
Typed keyword is what they typed
Matched keyword is what you bid on using matching
options
Important to track BOTH in web analytics and CRM
Use “Negative Match” to filter Broad and Phrase
matched misfits
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