maximizing your seo results 6 20-2012

Maximizing Your SEO Results

June 20, 2012

Welcome!

Agenda

• Introductions and Overview

• How SEO Can help your business

• Keyword Research & On-Page

• Link Building

• SEO Tools

• Trends

• Review of Web Analysis

Introductio

ns

A Brief Introduction to Top Floor Technologies

Top Floor Technologies

• Website Design & Development

• Search Engine Marketing

• Web Analytics & Conversion Improvement

Maximizing Online Marketing Resultsfor Hundreds of Businesses Since 1999

Getting the MostFrom Today’s Workshop

Write down 2-3 learning points that you will begin putting into

action within the next two weeks. Then – follow through.

When you search for something online, where do you start?

When your prospects & customers search for vendors online,where do you thinkthey start?

Overall Share of Searches – February 2012

Source: ComScore

Google66%

Yahoo14%

Microsoft15%

Ask3%

AOL2%

B2B Preferred Search Engines

Source: Enquiro Business to Business Survey

Google77%

Yahoo14%

Microsoft7%

Others2%

The Power of Search

• Over 100 billion global searches each month.

• Inbound leads cost 61% less than outbound leads.

• SEO leads have a 14.6% close rate, while outbound leads have a 1.7% close rate.

Source: searchenginejournal.com

Being found on

Google

SEO – Organic Results

Over 80% of activity on the first results page (top 10 results)

Keys to success: Keyword

analysis Content

development Linking

strategy Monitoring &

updating

Keyword Research & On-Page

Importance of Keywords

Your keywords

Your SEO

Speaking the Right Language

Is this person having a heart Attack or is he experiencing acute myocardial infarction?

Keyword Research – The Process

WordsPhrasesSEOSearch

SEO KeywordsKeyword for SEO

Keyword Research - Start Small: Brainstorm

Get Larger – Visit Your Own Site

Get Larger: Visit Competitor Sites

Get Larger: Competitor Sites – View Source

Get Larger: Google Analytics

Get Larger – Keyword Tool

Refining your keywords – Test in SERP

Desired keyword:

Professional Staging

On Page Optimization

Priority of On-Page SEO Ranking Factors

1) URLs

2) Title tags (*Meta Descriptions)

3) Alt Image descriptions

4) Headlines

5) Content

* not a ranking factor

Optimizing URLs – Concise & Descriptive

Good URL

www.acme.com/anvils-for-roadrunner

Bad URL

www.acme.com/74892doc84tf.html

• Use all lower case letters,

• Use keywords but don’t overdo it

Title Tags

• 70 Characters

• Use keywords but but avoid keyword stuffing

• Should company names be included?

Meta Descriptions – Don’t be afraid to advertise

Example of good Meta Description: Markel Motorcycle Insurance

Meta Descriptions – Don’t be afraid to advertise

155 Character limit

Example of good Meta Description: Markel Motorcycle Insurance

Headlines & Content

• Work your keywords in naturally

• Write for your reader, not for search engines

• Density

Alt Images

• Describe the image• Incorporate keywords• Length is dictated by size of image

Link Building

Your Website

• Authority

• Trust

• Higher Rankings

High Quality Link Building Builds…

Back Link Anchor Text – Example

Back Link Anchor Text

Generic Anchor Text Better Anchor Text

view website Web Design Company

homeInternet Marketing

Services

Click hereSEO Seminars in

Milwaukee

websiteIndustrial Marketing

Company

• Local Directories

• Industry Related Directories

• Distributor/Partner Websites

How do I Obtain Links to my Website?

Anyone who you can offer value to is a good link source

Local Directories

Industry Directories

Trade Associations

View Links to Competitor Sites

It’s time for acoffee break.

Tools

Open Site Explorer – Link Research Tool

Google Analytics – Web Traffic Analysis Tool

• Website Traffic

• Keyword Research

• Bounce Rate

• Goal Completions

View Keywords from Organic Traffic

Goal Completions

Bounce Rate

Google Adwords – Keyword Discovery Tool

Google Insights for Search – Keyword Trends Tool

Keyword Trends

Regional Interest

Keyword Suggestions / Opportunities

Resources

• OpenSiteExplorer.org

• Google.com/insights/search

• Google.com/analytics

• Adwords.Google.com

Trends

Google Updates - PenguinOverview of PenguinImplemented: April 2012

Purpose: To Reduce Web Spam• Link schemes• Keyword stuffing• Spun articles

Impacted Site Non-Impacted Site

Penguin Penalty - Impact on Visits

Google Analytics From March through May

Google Updates – Freshness UpdatesOverview of Freshness Update• Implemented in November 2011

Purpose• To reward websites that provided new content

Google Semantic SearchOverviewImplemented: May of 2012 (beta)

Purpose: To provide better results in the SERP

Example: Search for Green Bay Packers

Website Analysis

ALL NEW Top Floor Technologies Seminar

Taking Your Web Presence GlobalThursday, August 2nd – 1:30 to 4:30 PM

Visit www.topfloortech.com/seminars for details or to register

Special Offerfor today’s seminar attendees

Register by June 30th and receive50% off

use discount code GOGLOBAL

Thank You!You are invited to join us after the seminarfor networking at the Innovation Lounge.

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