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@dohertyjf Before we talk about SEO, we need to talk about the online marketing landscape.
@dohertyjfInbound MarketingSEO is not a full marketingstrategy. Rather, it is an integralpart of the online, and moreprecisely, inbound marketinglandscape, which encompassessocial, email, SEO, webinars,content, and so much more. This infographic illustrates it well: http://www.seomoz.org/blog/the-noob-guide-to- online-marketing-with-giant-infographic-11928
@dohertyjf What is SEO (search engine optimization)?
@dohertyjf SEO is: The process of improving the visibility of a website or a webpage in the search engines via “natural” or unpaid means. SEO involves using relevant keywords on a page and working to rank for those terms that are typed into the search engine.
@dohertyjf In short, SEO is the way content gets found on the Internet
@dohertyjf Better yet, SEO is the way that GREAT content gets found on the Internet.
@dohertyjf If you build it, they won’t necessarily come. Image source
@dohertyjfFirst position (usually) gets the traffic The first position gets on average, according to this study by Slingshot SEO, 18.2% of the clicks for that search. Then the number decreases: Position 2: 10.05% Position 3: 7.22% Position 4: 4.81% Position 5: 3.09% Position 6: 2.76% Position 7: 1.88%
@dohertyjfThe SEO IndustryAccording to Forrester Research,interactive (online) marketingspend will grow from $34.5 billionin 2011 to $76.6 billion in 2016.Currently, about $3.2b per year isspent on SEO/inbound marketing,and will grow to $5.1b by 2014.. Said simply, it’s growing fast because people are seeing an increased ROI. According to this: http://bit.ly/IuM8pc
@dohertyjfOnline Marketing SpendAccording to this survey of 939 marketing professionals, over 90% of businesses plan tomaintain or increase their online marketing spend. This includes paid search as well. Said simply, it’s growing fast because people are seeing an increased ROI. According to this: http://bit.ly/IuM8pc
@dohertyjfOnline Marketing Spend Over half plan to increase SEO/PPC spend. Almost 60% plan to increase email marketing spend, and almost the same amount plan to increase spend on social media. http://www.strongmail.com/pdf/SM_Trends2012.pdf
@dohertyjf Many different areas on and around a website affect SEO/traffic from organic means.
@dohertyjf In short, the more and better links you have from other websites to your site, the stronger your site will be and the better your content will rank.
@dohertyjfGoogle operates off Pagerank Pagerank is the link analysis algorithm off of which Google bases its rankings. Other search engines have similar algorithms. The higher your Pagerank, the stronger your site is considered and the better chance your content has of ranking. http://en.wikipedia.org/wiki/PageRank
@dohertyjfBut we do not know Pagerank Domain Authority is SEOmozs calculated metric for how well a given domain is likely to rank in Google.coms search results. It is based off of the Linkscape web index and includes link counts, mozRank, mozTrust, and dozens more. The stronger the site, the better content will rank. So we use Domain and Page authority Domain Authority Definition
@dohertyjfPage Authority Page Authority is SEOmozs calculated metric for how well a given webpage is likely to rank in Google.coms search results. It is based off of the Linkscape web index and includes link counts, mozRank, mozTrust, and dozens more. The stronger the page, based off the different metrics, the better it could rank. Page Authority definition
@dohertyjf But all this means nothing if you do not have quality content on your site that can rank for these terms AND that keeps your customers happy when they find your site.
@dohertyjfContentBetter content, often timescontent that is not timely (we callit evergreen), tends to get morevisits. If you want to rank betterfor more, create better content.The better your content is, thebetter the search engines will rankit, and the more links you will beable to get to it.
@dohertyjf Mixed forms of media get the most links as well. http://www.seomoz.org/blog/what-makes-a-link-worthy-post-part-1
@dohertyjf The site structure determines how well search crawlers can access your content.
@dohertyjf All of this influences the share-ability of your site on social networks.
@dohertyjfSocial Signals are well correlated torankings While social might not influence rankings directly, it can drive traffic and is present in a lot of sites that rank well. http://www.seomoz.org/article/search-ranking-factors
@dohertyjf Winning online today takes creating real value for your customers. To do this in a way that also benefits your SEO by earning you high-quality links, high quality linkable assets must be created.
@dohertyjfYou have to do outreachAnd usually, outreach is a combination of allcan the above.different forms. Sometimes Outreach of take many it is through emailing bloggers, sometimes it is PR, sometimes it is through interviews, sometimes it is through guest content.
@dohertyjfThe kinds of links you want The general rule of the links you want is: From reputable domains; In article is better than sitewide; Relevant text in the link back to your site; The harder the link is to acquire, the more valuable it is (harder to replicate, and from stronger domains) And usually, outreach is a combination of all of the above.
@dohertyjfThink of linkbuilding as branding too If you care about your company and your brand, you should think about where you want links placed. The best links are the ones that not only pass strength to your site, but also get you referral traffic and get you in front of your target audience. Think to yourself: where is your ideal link from? A good post on it: http://brandintellect.com.au/branding-vs-link-building/
@dohertyjfLinkbranding takes workI would rather have one link from Time.com than100 links put into the comments of websites by anautomated process.The Time link will get you:• A very strong link• Brand visibility• Referral traffic
@dohertyjfSpamming is riskyNot only is spamming comments and buying linksfrom sites becoming a less effective strategy, and it ismore expensive long-term than building high-qualitylinkable assets, it also puts you at risk for penaltiesfrom Google which can literally kill your searchengine visibility.Read about what happened to JCPenney in 2011.
@dohertyjfYou want to be proud of your brand, right?