Search Engine Optimization 101

2. 2 Search Engine Op0miza0on •  The Search Landscape •  How Search Engines Work •  Building SEO’d Sites •  Conduc0ng Keyword Research •  Link Building Strategies •  Social Media & the Web’s Inﬂuencers

3. 3 The Search Landscape

6. 6 Value of Search

7. 7 Market Share (US) ComScore Inc.

10. 10 Click-‐Through Rates

11. 11 Local Search

12. 12 Image Results

13. 13

14. 14 How Search Engines Work

15. 15 ‹#› 15

16. 16 Freshness of Content

17. 17

18. 18 Building SEO’d Sites —  Crawlability —  Understand your keywords —  Claim/set-‐up your Google business lis0ng —  Op0mize your website —  Measure and adjust

19. 19 Crawlability

20. 20

21. 21 www.google.com/support/webmasters/bin/answer.py? hl=en&answer=35769

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23. 23

24. 24 Choose the Best Keywords

25. 25 “Long Tail” Keywords

26. 26 26

27. 27

28. 28

29. 29 Keyword Research

30. 30 Check Google Analy0cs

31. 31 Internal Search

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34. 34

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37. 37

38. 38 Step 2: Op0mize Your Website —  Title Tag —  Body Copy —  Image Name, Image Alt Tag —  Meta Descrip0on —  Search Friendly URLs —  XML Sitemap

39. 39 Page Title

40. 40 Page Title in Google Results

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42. 42

43. 43

44. 44 Image Names and Alt Tags

45. 45 Meta Descrip0on

46. 46 Tag Length

47. 47 Duplicate Page Content – Bad!

48. 48 Use 301 Redirect to ﬁx

49. 49 Duplicate Page Titles – Bad!

50. 50 Search Friendly URLs

51. 51 Not Friendly!

52. 52 XML Site Map www.sitemaps.org/protocol.php

53. 53 Step 3: Google Business Lis0ng www.google.com/local/add/

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55. 55

56. 56

57. 57

58. 58 Step 4: Link Building

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60. 60

61. 61 Step 5: Measure

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64. 64

65. 65 Social Media — Social Media Op0miza0on (SMO) is the new SEO, or rather two halves of a whole. — SMO is the distribu0on of social objects (videos, blog posts, tweets, Facebook updates) so that they’re op0mized to rise to the top of any related search query, where and when it is performed. — We will cover op0miza0on – page 0tles, descrip0ons and tags. — SEO + SMO = Ampliﬁed ﬁndability in the tradi0onal and social web.

66. 66 It’s Huge —  Facebook: 1,000,000,000 ac0ve users —  Twioer: 175,000,000 ac0ve users —  LinkedIn: 150,000,000 registered users —  Pinterest: 8,000,000 ac0ve users —  Blogs: 346,000,000 people read blogs every day —  YouTube: 800,000,000 unique visitors last month

67. 67 Gepng Started -‐ Social Media Plan —  Define the goals for social media —  increasing sales, brand awareness / engagement or simply more people who “like” or “follow” your business —  Create your plan – align with marke0ng calendar —  Iden0fy the most important keywords for your business. Use these consistently in all posts, tweets, updates. —  Set-‐up your profiles and pages and start pos0ng —  Ensure you have a consistent design/branding across all plaqorms —  Measure and adjust – traffic, comments, leads, etc.

68. 68 Social Media Plan —  Listen to what’s already out there: —  Set-‐up Google Alerts for all your keywords, your compe0tors, your own company name, your personal name, etc. —  Use Social Men0on to search social media for men0ons of your organiza0on / compe00on —  Use Google Search and Google Blog Search to ﬁnd bloggers and other content creators in your space —  Use Muck Rack to ﬁnd journalists

69. 69 Social Media Plan —  Create your Content Calendar For Pos0ng —  Deﬁne 5-‐6 content categories —  Set-‐up a 3-‐month calendar —  Add your key oﬄine events and any milestones, holidays, etc., —  Align with your marke0ng calendar —  Content should be a mix of original content/images, news updates and curated content/images

70. 70

71. 71 Social Media Plan —  Set-‐up your profiles and pages and start pos0ng —  Ensure you have a consistent design/branding across all plaqorms —  Set-‐up Google Analy0cs to monitor web traffic —  Measure and adjust – traffic, comments, leads, etc. —  Set-‐up and use a dashboard (Hootsuite, etc.) to manage your social media updates

72. 72 Why Use Facebook —  Increase visibility —  Connect with customers —  Increase engagement —  Promote your brand —  Create a community —  Promote and manage events —  Give back to loyal customers through special oﬀers and discounts

73. 73 Engage and grow your following —  Write interes0ng and relevant posts will encourage followers to engage with your posts —  Liking, commen0ng and sharing are important —  Facebook uses the level of engagement to determine how many people see your posts —  Reveal the human side of a company, give it personality —  Provide useful informa0on that people won’t get elsewhere (or at least not as quickly) —  Respond to comments, complaints, requests real-‐0me —  Have a plaqorm for announcing news, promo0ons, events

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77. 77 Twioer —  Microblogging site that enables users to send and read other users’ updates (known as tweets) —  Text based posts —  160 characters total —  20 for username, 140 for message text —  Updates appear on the user’s proﬁle page and are delivered to other users who have signed up to receive them (followers)

78. 78 Twioer —  An informa0onal tool – provides informa0on to others —  A conversa0onal tool – respond to other people’s tweets and engage in dialogue —  Great way to network and communicate with new and old contacts —  You choose the message, not the recipient

79. 79 Engage and grow your following —  Listen! —  Set up simple searches that allow you to hear men0ons of your company —  Twioer is a real-‐0me opportunity to listen in on the conversa0ons of 200 million users —  Serve as a resource —  Provide informa0on that helps your target audience in a quick, easy-‐to-‐use format

80. 80 —  Ask relevant ques0ons on Twioer and consumers are happy to share opinions —  People like being asked to provide input on topics of interest —  Thinking of oﬀering a new product or service? Ask for input beforehand —  Take advantage of the online community to gain feedback and generate new ideas that will result connect with the audience served by your business. Engage and grow your following

81. 81 Engage and grow your following —  Follow people – they might follow you back —  Add Twioer link to your website homepage —  Include Twioer icon on ALL materials that reach your target market

82. 82 Engaging on LinkedIn – Status Updates —  Share links to interes0ng ar0cles, websites or video you have found that some individuals in your network might appreciate. Try to use words that grab the readers and encourage them to click the link. —  Pose a ques0on that could lead to solving a problem you have, like: "Anyone know about…?" —  Conduct an informal poll rela0ng to a topic that is of interest to you, such as: "What interest rates are you seeing for lines of credit in the current environment?" 82

83. 83 Engaging on LinkedIn – Status Updates —  Men0on a person or a situa0on that might be helpful to some of your connec0ons, like: "I just met with John Jones from ABC Company and found out ….” —  Talk about an event you are aoending or have aoended to encourage involvement and/or ques0ons about what you learned there. —  Use the "Like" feature when you see a helpful update from one of your connec0ons. Doing this shares that update with your en0re network. This is a great way to give the writer of the helpful update exposure to your network that he/she wouldn't normally have. 83

84. 84

85. 85 Company Pages —  Central hub where millions of LinkedIn members can go to keep in the loop on company news, products and services, business opportuni0es, and job openings. —  Also perfect place to start conversa0on with your customers, prospec0ve clients, job seekers, post company updates. —  Post industry ar0cles and fun facts. —  These updates appear on your company page and also the pages of your followers. —  Have followers Like your post so it goes viral. —  Analy0cs pages to see ac0vity on the page. 85

86. 86

87. 87 What is it? — Pinterest is a “virtual pinboard” that lets people share anything and any topic on the web that they ﬁnd interes0ng and beau0ful – e.g., pictures, quotes, recipes, etc. — Conceptually similar to social bookmarking sites. — Content is organized in “Boards” and organized in categories. — Each piece of content is called a “Pin”

88. 88 Strategies for Pinning —  Build your brand out, share interes0ng and relevant content, create engagement —  Add products with prices to drive awareness —  Service businesses can create pos0ngs with infographics that contains useful informa0on or a graphic with a quote —  Post videos (hosted on YouTube) —  Add links to your pins’ descrip0ons giving your business the beneﬁt of your links carrying over with your pins when users re-‐pin them 88

89. 89 89

90. 90 Blog Content —  Answer industry ques0ons —  Comment on industry news —  Provide how-‐to based content —  Encourage readers to comment —  Post consistently – 2 0mes per week

91. 91 Engage and grow with a Blog —  Pose Engaging Ques0ons -‐ At the end of a post, pose a brain-‐ s0mula0ng ques0on. —  Get readers to oﬀer 0ps -‐ It could be a problem that you’re facing, or something your customer is facing. Make it a contest; publicly credit the reader with the best 0ps on your blog so that everyone can see. —  Start With An Engaging Opener – Your opening should engage the reader from the word go, something that’ll ignite their curiosity, mo0vate their thought process and get them engaged. Make your opener funny, insighqul, wioy and outrageous if need be. — 

92. 92 Engage and grow with a Blog —  Make The Content Graphically Vivid -‐ Paint a picture with your words, and draw people into the scene you’re pain0ng. —  Write in your speaking voice, as though you’re chapng with friends. —  Provide A Conclusion – sum up the essence of your ar0cle in a short conclusion. Your conclusion should ideally 0e up your points together and provide a short glimpse of what the ar0cle is all about.

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94. 94 YouTube —  YouTube is a video sharing website on which users can upload and share videos

95. 95 Engaging with YouTube —  Powerful, on-‐demand communica0on channel —  Market your business to millions of people at virtually no cost —  Build more personal rela0onships with your current client base —  Inform, Educate, Entertain —  Good content, plan ahead, don’t blatantly market, keep it short —  Curate exis0ng videos if you don’t have your own

96. 96 Engaging with YouTube —  Setup a branded channel using your colors and logo —  Allows users to subscribe to your content and the op0on to search just your uploaded content —  Engage With the YouTube Community —  Check out other videos, favorite appropriate videos and make suitable YouTube “friends.” —  Use tags and categories to iden0fy your videos —  Promote your videos elsewhere (blog, FB, etc.) —  Run contests, giveaways, have calls to ac0on —  Keep your channel current

97. 97

98. 98 Thank You! Bridget Gibbons bridget@gibbonsdigital.com Gibbonsdigital.com @gibbonsdigital }.com/gibbonsdigital

Search Engine Optimization 101

Search Engine Optimization 101

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Search Engine Optimization 101