Maine Today Digital and The Portland Regional Chamber asked me to take part in their Marketing Breakfast Series.
We went beyond SEO 101 into some great strategies for content development and link-building.
11. Understanding the Search Results:
PAID
Search Results
ORGANIC
Search Results
PAID
Search
Results
LOCAL
Search Results
12. Why is SEO Important?
•37% of clicks go to the
#1 position
•60% of clicks go to the
top 3
•97% of clicks go to
sites on page 1
Source: Optify Study, December 2010
15. The Local SEO Approach
Organic Results
• Keyword
• Content
• Links
• Lather, rinse, repeat!
Local Search / Maps Results
• Consistency in
local citations
This is one of my favorite quotes of all time. And it’s completely relevant to good SEO. Ultimately the search engines are trying to decide who to trust. So, if you can appear the most relevant you win. And there’s no better way to do that, online, in a universally approachable way than with good old fashioned SEO.
So what is “Good old fashioned SEO”? It’s: For What are * your* customers searching? How well do you say that for which they search? Do you have good references who reinforce the message? The extent to which you have to reinforce the message depends entirely on how competitive is the marketplace and by extension the search ranking landscape.
Obligatory hitwise data slide.
Look how far down this list we have to go before we see a true YP property
What is SEO? Organic Vs. Paid Vs. Local Organic Results are found on the Left hand side of the page Local also known as Maps results Either 7 pack Integrated - hybrid of Local and Organic Paid Search, Results on the right side of the page and in the yellow box above Organic Through on site and off site techniques, we improve the rankings of your site.
Why is SEO Important? The organic results are more trusted by search engine users. The numbers prove this to be true: 60 - 80% of searchers click on organic results 90% do not leave page one Some studies show it as high as 97% To Stay Competitive: Local competitors are using SEO marketing to outrank you.
Chris Anderson, the Editor of Wired created this You can see the top part of the dinosaur is the distribution of common searches like shoes and running shoes, a lot people search for these specific terms. The lower tail end of the dinosaur represents search phrases which have small search volume, but if you add them all up, it ’s a huge chunk of money to be made. Without physical boundaries, the web enables this to be the case.
Benefits of SEO Improved brand awareness and Reputation Improve Traffic Increase number of quality leads Increase Sales! SEO is one of the most cost effective ways to improve sales.
Keywords What are people searching for? What are you selling and how are people searching for what you’re selling? Is it relative to your business? How Competitive is the market? Content How well does your site say those important keywords? Links Are other websites reinforcing that it ’s you who should be found by linking to you? Google Loves Links! Keywords and content provide a solid foundation, and links reinforce to Google and others that you do what you say you do. When competing for high-value keywords, you ’re unlikely to win without ongoing link building.
NEW SCEENSHOTS
What is a local citation? Anytime your NAP appears Our packages will address the issue Local Directories: Google, Yahoo, Bing Local Search Ecosystem All roads lead back to Google Places Major Data aggregators (Major Data Feeds)
As you can see all the directories talk to each other and all roads lead back to google places
They’re starting to understand flash, but the techniques are still very weak.
Keyword research is a topic unto itself. The main thing is brainstorm, research (with tools), discover, brainstorm, etc… Eventually you will arrive at a list of 15 – 20 “money” terms. From these start looking at localization (if your business is location bound) and then find way to apply them to your pages. Google, while free is weighted toward paid search terms. Meaning if you are in a research field or an esoteric profession you may not find enough search to gain value.
The title tag ALONE has moved sites from nowhere to page 1.
In a world when anyone can publish a fully functional web site in minutes it just makes sense the search engines need other ranking factors to determine credibility. Just like in life, it’s often more important what others say than what you say about yourself. Links are those referrals.
I give a lot of credence to the fact that Yahoo! Directory has been consistently mentioned by name in the Google Webmaster Guidelines. There are tons of places to get links. Some make you work harder than others. For instance article and press release sites you have to have an article written or something press-worthy to talk about. And of course if your budget supports it there are many other opportunities but for local, long tail searches. A few low-quality links can go a long way. Good old fashioned SEO still does the trick, particularly in the long tail of local organic search.