2 intro toseo_gf102

SEO
URSE
CRASH CO
UND
TO GET FO
SEO Crash Course to Get Found (GF102)
Lee Odden
Professor: Lee Odden, TopRank Online Marketing @leeodden
TopRankMarketing.com
©2009 TopRank® Online Marketing. All rights reserved.

Lee Odden, CEO, TopRank Marketing

SEO Consulting:
PRSA.org
•  Founded 2001 Minnesota Marketo.com
•  Digital Marketing & PR Agency PRWeb.com
McKesson.com
•  Search, Social Media, Online PR OneLegal.com
•  Consulting, Implementation, Training TopRankMarketing.com
TopRankBlog.com
lee@toprankmarketing.com
@leeodden

©2009 TopRank® Online Marketing. All rights reserved. ©2009 TopRank® Online Marketing. All rights reserved.

1

Agenda Search Demand

Daily newspaper circulation
•  Search Marketplace & Why SEO
48.4 million
•  Search Engine Fundamentals *Audit Bureau of Circulations & Pew

•  Google Breakdown
285 million watched TV
•  Keywords
monthly
•  Search Engine Friendly Website *Nielsen A2/M2 Three Screen Report

•  Link Building
•  Analytics 14 billion core searches
monthly
*comScore Media Metrix


Fish Where the Fish Are SEO = Increased Conversions

Market distribution of the major search engines
SEO is the most
effective Online
Google 63.7%
Marketing tactic
Yahoo! Sites 20.5% for generating
Microsoft Sites 8.3% conversions
Ask Network 3.8%
AOL 3.7%

Source: comScore April 2009
Source: Forbes Ad Effectiveness Survey June 2009


2

Case Study: Fabric Retailer Case Study: Online Games

•  Overspending on ads •  6 month old site, little traffic
•  SEO & Linking increased •  SEO & Social increase web
web visitors by 214% traffic by 4,400%
•  5,332 inbould links •  23,614 inbound links
•  60+ Top 10 rankings •  Top 10 Google rankings for
including “fabric stores” phrases like:
•  Search sends 80% of web “online puzzles”
site traffic •  300,000 visitors per month
•  Reduced marketing spend •  Now sells advertising as
jandofabrics.com •  Increased sales smart-kit.com well as products


What Happens With No SEO? What Happens With No SEO?

What we see What search engines see:

Help/Contact Us About Us Careers Press Partners Corporate Information Legal Store Locator WARNING: Email Scam © 2009 adidas

Adidas has no ranking for
“men's running shoes”
first 10 pages on Google


3

What Happens With No SEO? What Happens With No SEO?

What we see What search engines see:
Sales, new gear and more: Welcome to the Web site for Patagonia, a designer of outdoor clothing, outdoor gear,
Visit a store: From our blog The Cleanest Line® footwear, and luggage. Patagonia specifically makes hard shells, soft shells, rain
Backyard Adventures: Toiyabe Trails - Part 1 jackets, ski jackets, ski pants, organic cotton clothing, sportswear, travel clothing,
Patagonia fleece, technical Regulator® fleece, Synchilla® fleece, Capilene®
Mention Nevada to most folks and what comes to mind is Las Vegas glam and desert heat. underwear, Capilene Baselayers (and base layers), luggage, packs, backpacks,
Truth be…
totes, haul bags, rolling luggage, wetsuits, rashguards, board shorts, surfboard
Product Testing - Whale Watching with a Wee One bags, hats, caps, visors, bucket hats, belts, socks, books, posters, flying discs, and
"Signatures" from Sweetgrass Productions Coming this Fall Patagonia shoes. For the young ones in your life we also make children's clothing,

#2 on Google
Subscribe to The Cleanest Line RSS feed E-Fiber Favorites kids' apparel and baby clothes. Our online store, retail stores and independent
Men's Polo Shirt dealers offer women's outdoor clothing and men's outdoor clothing, including
jackets, outerwear, gear, sportswear, shells, pants, bibs, vests, pullovers, hats,
Men's Simple Synchilla Jacket
gloves, waterproof jackets, waterproof pants, and windproof fleece for a variety of

“outdoor clothing”
Men's All-Time Shell outdoor sports like skiing, snowboarding, surfing, camping, rock climbing, alpine
Women's Netty Dress climbing, hiking, trail running, yoga, mountain biking, world travel, kayaking, and
Women's R1® Full-Zip Jacket disc golf. Still looking for Water Girl and Rhythm clothes? Patagonia makes great
Kids' Live Simply T-Shirt women's surf clothes and swimwear and functional clothes for rock climbing. If
you're looking for discounted Patagonia gear or Patagonia on sale, visit our Web
Freewheeler
Specials page or check out one of our Patagonia Outlet Sales. Patagonia believes
Voluntary Recall: in causing the least harm while doing business so we Lead an Examined Life as a
Lotus Designs, Inc. is notifying consumers that the Mildwater PFD, may pose a potential company and maintain transparency through The Footprint Chronicles™.
casualty hazard. Environmentalism, sustainability and a commitment to protecting the natural
If you own the Mildwater PFD, the Fishing PFD or the Patagonia Fishing Vest please read environment through activism are part of our company's heritage and continue to
this important notice. this day as we work to continually reduce our carbon footprint. We hope you'll
subscribe to the Patagonia catalog and Patagonia emails, and stop by the
Patagonia blog, The Cleanest Line®, every morning to read a field report or listen
PATAGONIA® CLOTHING & GEAR
to a podcast while you enjoy your coffee. Patagonia.com is the online presence of
Men's Apparel: Shirts, Pants, Footwear the company, Patagonia, Inc. If the whiskey bottle gets passed around the campfire
Women's Apparel: Shirts, Skirts, Yoga too many times, folks might try and spell Patagonia like patigonia, pategonia,
Travel Gear: Luggage, Packs, Totes, and Backpacks padagonia and pantagonia. Thank you for visiting Patagonia.
Kids': Jackets, Pants, Fleece for Children
Accessories: Posters, Blankets, Books © 2009 Patagonia, Inc.
Web Specials


All About the Google How Google Works

•  Google makes a copy of the
web
•  Information is extracted
•  An index is created
•  Index is stored on
servers world wide


4

How Google Works Search Engine Optimization

•  User searches (query) Definition of SEO:
•  User location/login id’d
•  Query matched with index A set of methodologies that make it easier for
search engines to find, index, categorize
•  Returns matching docs
and rank web content.
•  Docs are sorted (ranked)
•  Docs displayed as
search results
•  Customized by location/history
Image Source: Google Corporate Technology


Basic SEO Checklist Keywords and Links

  Content is reachable by search engines Word
Key
Key
Word

  Content is added often/periodically 1. Keywords in content
  Content is organized logically – themes/ 2. Incoming links Key
Keywords
categories
Word
Key
Word
Key Word
  Keywords exist in content and internal text links Word
  Quantity of quality sites linking in Word

Key
  Monitor, adjust Word
Key

Key
Word


5

How SEO Affects SERPs How SEO Affects SERPs

Advertising

Organic


Pay Per Click Ads! News Results – Universal SERP!
The most prominent position can Certain queries that return more
be achieved via Google AdWords relevant results from other
ads. The best performing ads Google data sources will be
appear on top.! displayed such as news, video,
images, blogs, products or local
info.!


6


Sitelinks !
Queries for company or brand
names often return a company
listing and display the most
important links for the site.
Sitelnks can be managed in
Google Webmaster Tools.! Standard Search Result!
Web pages determined most
relevant based on over 200
signals and inﬂuenced by
standard SEO.!



Video results from YouTube!

Shopping results from Google Google Options!
Base! •  Videos!
•  Forums!
•  Reviews!
Organic Results! •  Recency!
These are the ranked results •  Images!
from Google’s index of web •  Related!
pages. Approx 60-70% of visitors •  Timeline!
will click on these links. Called •  And….!
“natural” or “free” listings
because there is no direct
payment to Google for them.!

Related queries!


7

How SEO Affects SERPs

If it can be searched on
The Wonder Wheel!
it can be optimized


SEO Fundamentals Keywords

Search Sales Funnel

Search Keywords show intent:
Keywords Friendly •  Broad Research
Site
•  Brands
Consider
•  Specifics
Link Buy
Building


8

Keywords Leverage Keyword Tools

Find the keywords your customers use to find Free:
your products/services: •  Google Keyword Tool, Insights, Ad Planner
•  Brainstorm based on solutions & customer •  freekeywords.wordtracker.com
needs
•  Interview or survey customers Paid:
•  Review current web analytics •  Wordtracker.com
•  Poll sales & customer service staff •  KeywordDiscovery.com
•  Review competitor content •  SEMRush.com


Keyword Research Keyword Research


9

Keyword Glossary Keyword Optimization

•  Title tags
•  Headings
•  Category •  Paragraph titles
•  Popularity •  Keywords in body copy
•  Competition •  Anchor text in links
•  Relevance •  URL
•  Image alt text
•  Meta description tag


Title Tags Title Tags

•  Most important location for keywords •  No: “McKesson Corporation”
•  Important keywords to the left •  No: “Healthcare, Health Care, HealthCare,
•  8-10 words or about 65 characters healthcare, technology, services, information”
•  Focus on 1-2 keyword phrases – specificity rules •  Yes: “Improve health care services and increase
•  Each page on the site should have a unique patient safety with McKesson”
title tag (and meta description)


10

Making Sites Search Friendly Optimize Digital Assets

Issue: Including Social Media
Needed better search
•  Text ote
rankings •  MS Office Docs Pr
om
&
•  Images ize
Problem: Op
tim
•  Video
Most Title tags duplicates •  Blog/RSS
•  Media Coverage
Solution: •  Social News/Bookmark
Dynamically publish
unique titles

Keyword Summary Search Friendly Website

•  Research customer driven keyword phrases Make it easy for search engines
•  Create a keyword glossary
•  Consider searcher intent & buying cycle Easy to find Easy to
& revisit crawl links
•  Use phrases in Titles, URLs, in body copy,
site
image alt text, links & navigation
•  Extend keyword SEO to digital assets (on-page) Site
& social media (off-page) Architecture


11

Search Friendly Website Search Friendly Website

Crawlable
•  Quantity of quality inbound links to your site
•  Use text links in navigation
•  Use text links between pages using keywords
•  HTML & XML site maps



Avoid Crawling Issues
•  Unnecessarily complex URLs & session ids
•  Multiple URLs to duplicate content
•  Temporary redirects
•  Site navigation with Ajax, Flash, JavaScript


12


Make URLs search & user friendly Primary site navigation Flash, Ajax or JavaScript


Search Friendly Website Making Sites Search Friendly

Fresh, themed content
Issue:
•  Logical site structure: categories, sub-categories
Many pages not ranked
•  Add new content regularly
Problem:
Robots.txt file blocking
bots
Solution:
Update ONE file

Source: webmasterworld.com

13


Breadcrumb navigation These URLs are all different, yet point to the same
page:

Canonical tag to avoid duplicate content issues

Link keyword phrases between pages

Link consistently site wide: www.example.com


Most Common SEO Mistake SEO Migration Plan

“Changing your web design, content •  Map old URLs to new
management system or web site software •  Employ permanent redirects 301 (not 302)
can destroy your search visibility if you do •  Identify top inbound link sources & ask them to
not plan a migration.” change links
•  Build new inbound links to new URLs
Just 1 character change in a URL can cause •  Monitor site analytics for 404 not found errors
broken links: •  Monitor search engine rankings for fluctuations
company.com/product.htm
company.com/product.html

14

Search Friendly Summary Links

Inbound links are like
•  Ensure site content is discoverable via strong
electricity for search
inbound links from other sites
visibility
•  Make it easy for search engines & users to
navigate the site
•  Create a logical site structure with internal
links & link consistently
•  Use CSS instead of Ajax, JavaScript or Flash for
dynamic navigation and offer text link
alternatives


Why is Link Building Important? Link Building Checklist

•  Links build traffic  Use keywords in link text
•  Links infer meaning based on the Yes: red widget No: click here
text used in the link
 Earn links with great content
•  Variety is the spice of life for link
text and sources  Promote on social networks
•  Internal links are also important  Link up with marketing partners
•  Inbound links from relevant,  Cross link internally
authoritative web sites are key  Embed links in news releases
 Social bookmark pickups
 Syndicate content via RSS

15

Link Building Tactics Social Media Link Building
Profiles Optimized Press Releases Transcribe video interviews to text
Article Submissions Build and Host Useful Tools as separate posts
Unpaid Directories Awards (badge) Apply for industry awards, web site
Paid Directories Contest (badge) and blog awards
Widgets Cross link company-owned websites Ensure industry groups you’re
involved with, link to you
Conference Sponsorships Write reviews
Create a wiki
Association Sponsorships Promote Content on Social Sites
Create microsites for causes,
Aggregated Content Blog/RSS Feed Directory events, specific purposes
Research & Surveys Submissions
Affiliate program
Blog Reviews Ads on Search Friendly Sites
Become resource on Q/A websites
Job Listings
Testimonials
Classified Ads
Post Ebook or Substantial
like Yahoo Answers
Slideshare and similar content
Blog
Whitepaper
Letters to the Editor hosting
Contributed Articles Exchange links with marketing/ Monitor 404 stats and ask link
business partners sources to fix broken links
RSS Feeds
Post Surveys
Blogroll Solicit links directly from sources
Write Guest Posts on Other Blogs Provide ‘link to us’ content on blog
Bookmarking
Speak at events, offer PPT with links and/or web site
Social Media Pages embedded
Squidoo Page Leverage publicity and media
Donate where a link of donors is relations for links
Applications published Digital asset submissions: images,
audio, video

Link Building Tool Link Analysis & Mgt Tools
ericmiraglia.com/inlink/

•  Linkscape
•  BuzzStream

Who’s linking to the competition
and not linking to you?


16

Link Building Summary Search Analytics

•  Create content worth linking to “If it can’t be measured, it’s not worth doing.”
•  Promote your content via distribution channels
(email, RSS, social networks & media)
•  Get links using your keywords as anchor text
•  Focus on relevant, authoritative link sources
•  Manage link building activity like CRM with
software


Search Analytics Analytics Tools

KPIs to pay attention to:
•  Pages indexed
•  Crawling errors & Webmaster Tools Reports
•  Rankings relative to your own site over time
•  Inbound links: quantity, quality, longevity
•  Keyword referrals from search
•  Link traffic
•  Social media traffic
•  Goal pages & conversions

17

Analytics Tools Analytics Summary

•  Set goals for KPIs and outcomes (goals,
conversions)
•  Take benchmark measurements
•  Measure at regular intervals
•  Spot check and enable real time monitoring
•  Make sure you have the right analytics tools and
measuring the right data for your goals


SEO Takeaways Search Marketing Resources

•  searchenginewatch.com
Search •  searchengineland.com
Keywords Friendly •  webpronews.com
Site
•  blog.hubspot.com
•  seomoz.org/blog/
Link •  toprankblog.com
Building


18

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