SEO Menginar 2012 MoreVisibility

SEO Briefing:
Factors affecting Google’s
ranking algorithm and what you
need to do to stay on top!

September 27, 2012

Presenter

Danielle Leitch, Exec Vice President
MoreVisibility

dleitch@MoreVisibility.com
www.MoreVisibility.com

MoreVisibility 2012

Webinar Agenda
• Google’s Changing Landscape:
• Changes
• Factors for Ranking

• Onsite vs. Offsite Content Strategy:
• Searcher’s view compared to Google’s

• Linking Building and Social Media

• Tracking and Measuring SEO Results

• Questions and Answers
MoreVisibility 2012 3

Google 2 Years Ago…


Present Day…
+1 in Search Results

Not to be confused with “Google+”
Google +1 Button

• “Liking” a search result / website
• Displayed when users are signed in
to a Google profile or account
• Visible on Paid (SEM) & Organic
(SEO) results
• Factored into algorithm ??

MoreVisibility 2012

Present Day…
Google + (Google Maps for Local)

• Local results
– Can “read” preferences
from profile
• Zagat 30 point rating scale
• Will show “friends” ratings and
comments when logged in

Impacted:

Duplicate Content & Pages / Spammy Sites

Impacted:

Poor Inbound Link Strategy / Linking Farms

Natural (Organic) Search
Considerations

Considering a Website Redesign?
Striking a Balance


Existing Website: Onsite & Offsite SEO

15

Tips for Keyword Targeting
• Conduct Keyword Research:
– Don’t just focus on the numbers … focus on
relevancy (driving qualified visitors).
• Incorporate each keyword-page match in the
following places:
– Url (judiciously)
– Title and Description Tags
– Internal and External Links Leading to the Page
– H1 Tag
– Body Content on the Page

Developing Your Site’s Content Strategy:
Organization & Hierarchy


Keyword Targeting


On-Page Content Optimization Example
Thematic,
keyword-
rich title Social Media
Keyword-
rich tags
Use of
Use of Alt Tag keyword
thru-out copy
Imagery

Bullet list –
great for
readers and
search engines 19

Beyond Static Pages: Types of
News
Onsite Content Webinars
Downloads

Video

Diagrams

Tools & Widgets 22
Note: Some of this may become “link bait”.

Links That “Count”
• Likely to drive traffic / awareness ~ “Focus on Free”.

• Can pass “link juice” from a highly regarded, relevant
source.
• .gov & .edu have higher relevancy
• .info & .net have lower relevancy

• Based on natural synergy.

• Keyword-rich anchor text (hyperlink) not “click here” or
“learn more” (this matters on your site, as well on others).

• Diversity of sources and destination pages.

Keep in Mind:
24
Links can come from your content and from others’.

Links: Quality Means More Than Quantity

• Quality and relevance are key. Not quantity.
• Follow ethical, best practices and Google’s
guidelines.
• Build over time, natural progression.
• Avoid paid link building for SEO purposes.


Social Media & Multimedia
• Canrank independent of website content; can link to
website content to help it rank.

• New and noteworthy … status updates:
Twitter, Facebook, LinkedIn, etc.

• Be where your audience is.

• Create relationships directly with
customers and prospects.

• Broaden your overall content saturation.

• Don’t sacrifice quality for quantity.

Highly Trafficked


Facebook Insights

• Review individual post
impressions and
feedback
• Fan growth and
demographics
• Tab Views
• External referrers to
page
• Monthly active users
• The ability to export
data from the
dashboard using the
'Export' button


Additional Opportunities


All About Google+
• Google’s social media platform / Facebook’s competition.

• Promotes “Real-Life Sharing” on the web.

• Features include Circles, Hangouts, Games and Search.
• A Google account/ profile is required to use Google+ for
a business.

• Referred to as G+, Google+ and Google Plus.

Tips for Ranking in Universal Results
1. Create branded profiles in the major Social Channels and
keep them updated.

2. YouTube is essential for video-related search results.

3. For Image Search use keyword-rich file names and alt
attribute tags for every search-worthy image on your website
and publish those images offsite on Flickr, Google+,
Facebook Photos, etc.

4. News Search. Distribute optimized press releases. Publish
news on your website.

5. Real-Time Search. Create keyword-rich Tweets.
38

Tracking & Measuring Performance

Tracking & Measuring SEO Results

1. Analytics Data
2. Webmaster Tools (Google and Bing provide)

What are your goals?
– Leads
– Sales ($)
– Viewing Key Pages
– Interacting with Content (whitepaper, demo, etc.)
– Internal Search Results Pages (use of search
function)
– Clicks on “Partner” Links
– Time on Site
– Something else?

Rankings Are Only the First Step

Search Queries Report

41

Ranking Only Matters If It Drives
Converting Traffic

42

Count Conversions, Not Volume:
Organic Traffic Goal Conversion by KW & Engine


Tagging Identifies Traffic in Reports

Summary
• Search is always in flux – optimize for people not
search engines (actions of site visitors mean more than
“bragging” rights).

• Develop a cohesive strategy for well-optimized,
keyword-rich, useful, and fresh on- and offsite content.

• Utilize strong content to help spread awareness of your
brand (“surround sound”) and build valuable inbound
links and proliferate your brand’s message.

• Measure results by actions not arbitrary goals.


Questions and Answers

OFFER: Complimentary SEO Site Critique
OFFER
www.MoreVisibility.com/meng

www.facebook.com/morevisibility www.youtube.com/morevisibility

www.twitter.com/morevisibility www.linkedin/companies/morevisibility


SEO Menginar 2012 MoreVisibility

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