35. Search Optimization Tools
Google Analytics Webmaster Tools
Keyword Estimator Raven Tools
SEO Book Tools
37. B P ACT S /B ACK H
AD R ICE L AT
- Link Spamming
- Automatic Title Tags
- Useless Content
- A Static Site
- Duplicate Content
- Content Before Experience
38. Search Optimization in 2013
Create Value and Relevancy
Build A Great Site
Get on Social Media
Use Other Channels
39. Marketing & Interactive Web
Andy Halko, CEO
Insivia Marketing & Interactive Web Design
Notes de l'éditeur
Welcome to our Presentation
We are A Strategic Marketing & Sales Agency Wide range of services focused on digital 14 people – designers, animators, programers, strategists I have been Doing this 11 years CEO Worked with hundreds of companies on various marketing solutions Focus on strategy for clients
Search Engines Main Ones - Google, Bing, Yahoo Google has the lion share of searches Let's not forget: - youtube, facebook, twitter, linkedin, etc. The future of search is changing and going towards social media: - Look at facebook graph search and where that will go. - 'Searching/tagging' on social media will become bigger than engines
With that much volume, what can it mean for your business? A first position result can drive hundreds, thousands or tens of thousands of visits a month And no matter what you think, people are searching to do business with companies like you or searching for knowledge that may drive them to your business someday.
Search Results are complex now - instant results - search suggestions - are you logged in or not Customization of results - images - video - tools - maps - mobile
Brands & Name Recognition can change everything People will pick a recognized name if it is the third result down over one they don't
Do the math. Look up search terms monthly searches and where you rank compared to competitors. Even if you have a healthy business, how much traffic and leads are you missing and handing over to your competitors. Every day.
We're here to talk about Search optimization Getting your site to rank higher. The current landscape of optimizing has become complicated with all the mentioned factors.
Before we get into how to optimize for search, I think we should talk about search engines. No one really talks about a 'search engines' business model. Most people in thinking about how search engines play a role in their life as a consumer or a business, don't think about the big picture of why search engines exist. Their business model is going to be the major impact on how we optimize to rank
It's about money. Advertising dollars. In Google's case it is mainly their Pay-Per-Click that brings in billions. Google generates more than 40 billion a year in ad revenue
More Searchers = More Dollars 18% of visitors click on ppc ads (out of billions of daily searches) Wants to increase paid, so things will always change
What gets more searchers? Providing RELEVANT results. Searchers can find exactly what they are looking for, quickly . If Google provides bad results, searches will go to Bing, Yahoo, Facebook they'll lose that ad revenue to the competition. That's also why search engines are showing different results based on being logged in, being on a mobile device, by the subject, the media and more.
THE EXPERIENCE MATTERS TO GOOGLE TOO Searchers are also influenced by the sites they visit. Giving searchers SPAM, a slow site, a bad user experience make them want to find what they are looking for elsewhere. Google's algorithm knows when you have a bad site based off a ton of factors from speed to layout, code, bounce rate and other factors.
Search algorithms are constantly updated to improve results. Our goal = search engines goal to be successful. Provide RELEVANCY, VALUE and a GREAT EXPERIENCE.
THE OLD WAY Before, people used to optimize their title tags, their keywords, descriptions, page content, site links, directory listings and more to affect the search engines. Search engines were naïve and thought that what we said about ourselves would be true People figured out how the ranks worked and started gaming the system WHY THIS DIDN'T WORK FOR THE ENGINES BUSINESS MODEL - They can't trust you to determine where you rank YOUR SEO COMPANY - are they doing content marketing? - are they doing it right?
HOW DO THE SEARCH ENGINES DETERMINE RELEVANCY? Google doesn't trust you to determine whether your site is relevant for a phrase! Now it's a lot more about what the world is saying about us and what others deem important. This makes most on site optimization (the old way) less valuable. External factors are how Google judges whether you are relevant. This makes optimization a much harder endeavor.
HUNDREDS OF FACTORS OFF PAGE - inbound links -- value of those inbound links - shares -- value of those shares ON PAGE - speed - usability - other
BUILDING QUALITY INBOUND LINKS IS ONE OF OUR #1 SEO FACTORS. Search Engine's goal is relevancy Then 'popularity' of a page from other qualified pages, organizations and people is a great determinant of what people want to see. [USE MY PEOPLE IN A ROOM EXAMPLE]
WHAT ARE QUALITY LINKS? - Reputable sites - Key Phrase Relevant sites - Sites with good PageRank - Less links on the page - Reputable Social Media Accounts
It's worth repeating... CREATING VALUABLE CONTENT IS THE FOUNDATION Non-content factors in SEO are directly affected by content GREAT CONTENT - Get's clicked on. - Get's linked to. - Get's shared. - Will make your newsletter / e-mail work. - Convinces visitors of your value – conversion.
WHAT IS CONTENT MARKETING? Create value and interest: - articles - video - tools - reviews - etc. Distribution - social (Twitter, Facebook, LinkedIn, Google Plus) - e-mail - syndication Still needs to be targeted.
IT TAKES TIME Combine with PPC to see traffic faster - remember 18%
ON SITE OPTIMIZATION - NO LONGER KEY PHRASE SPAMMING - NOW IT IS ABOUT A GREAT EXPERIENCE - - Tie back to Google's Business Goals - - Speed - - Usability
1. Speed: - in Webmaster Tools you can see
2. Usability: Search engines look at - layout of sites - how they are coded - bounce rate and other factors to determine a site's usability
3. Other On-Site Factors - Title Tags - Site Maps (XML) - Domain Age - Internal Linking Structure - Coding & Structure
Other Considerations for SEO GET YOUR ONLINE REAL ESTATE AND FILL OUT - - Google Places - - LinkedIn Profiles - - LinkedIn Company Pages - - Facebook Pages (Graph Search) - - Google Plus Personal + Company
SUBJECTIVE About connotation. Where people are in the buying cycle, the meaning of a phrase and how we think people search – and your goals. From a searchers perspective: Web Design = Resources Cleveland Web Design or Web Design Firms = Buying. Adding a location or descriptor, the searchers intention changes. ALSO CONSIDER THE LONG TAIL
Analytical Data for Key Phrases - Estimator for Monthly and difficulty Key Phrase Summary - Use both analytical & subjective - Use the right phrases while creating content
OPEN WEB MASTER TOOLS
Summary of search optimization - create value and relevancy - build a great site (not only for search, but for conversion) - get on social media - Use other channels such as e-mail