seo overview for berkshire grains
Post on 15-Jul-2015
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Agenda
• Overview
• Organic Search Engine Optimization• Code Optimization
• Content Optimization
• Link Optimization
• Search Engine Advertising Optimization• Campaign Optimization
• Landing Page Optimization
• Summary
• Recommendations
• Next Steps
Overview
• Organic Search Engine Optimization
Improving search engine rankings for targeted
keywords (key phrases) on organic (unpaid) listings
• Search Engine Advertising Optimization
Improving leads, reducing costs-per-click, and
improving conversion rates for paid keyword
advertisements on search engine advertising
platforms (Google AdWords, Yahoo Search
Marketing, Microsoft AdCenter, etc.)
Overview
Search Engine Marketing is…
• Targeted exclusively to desired audience
• Measurable and verifiable
• Relatively low-cost compared to other campaigns
• The best for branding (Largest reach for cost)
• Able to be improved at any time
• Proven to be both effective and cost-effective
For these reasons, SEM is the best form of marketing.
Organic SEO
Code Optimization
• Keywords (organic vs. advertised)
• Meta Tags & Header Tags
• Architecture
• Page Layout
• Linking Strategies
• Competitive Analysis
Tip:
Website redesigns greatly
improve search engine
rankings. Content updates
and new sections help too.
Organic SEO is a Holistic
Process Involving Every
Aspect of Your Site
Organic SEO
Content Optimization
• Keyword Focus: Page-based, Site-based
• Keyword Density
• Architecture
• Linking Strategies: Internal & External
• Competitive Analysis
Key Point: It is important to allow somebodytrained in SEO to optimize your content toensure the entire site is as effective as it can be.
“Content is King”Google
Organic SEO
Link Optimization
• Internal Linking Strategy
• Incorporates architecture and content
• Use of anchor text and headers help
• Best practices provide best results
• External Linking Strategy
• Online public relations
• Viral campaigns
• Social media
External linking
strategies take
time and effort.
They can be
looked at like
online public
relations.
Search Engine Advertising
• Pay for traffic based on search query
• Search Engine / Search Network / Content Network
• Broad, phrase, or exact keyword searches
• Campaign organization and keyword focus
• Geographic targeting
• A/B testing
• Landing page optimization
• Analysis & Optimization ($)
Advertising Platforms Include
• Google AdWords
• Yahoo Search Marketing
• Microsoft AdCenter
Banner Ads Worth Considering
Search Engine Advertising
Landing Page Optimization
• Landing page purpose:
Quick, fast, exact info
based on search / keyword
• Call to action
• Up-sell, promo codes
• A/B testing
• Click pattern analysis
• Analysis & Optimization ($)
Summary
Organic Search Engine Optimization
• Code, Content, Linking Strategies
• Ongoing Content Updates & Linking Strategies
Search Engine Advertising
• Campaign Setup, Geographic Targeting, Budgeting
• Landing Page Optimization
Organic & Advertising Analysis & Optimization
Ongoing Content, Links, & Advertising Optimization
Reports & Recommendations
Next Steps
Keyword Selection Process
• Choose one keyword to describe your company
• Choose two more for the core of your business
• Any other keywords should be descriptive of your
most important (profitable) products or services
• Prioritize based on profit (and results, once data is
obtained for analysis)
• Important not to choose too many keywords
• Organic vs. advertised keywords
Next Steps
Advertising Selection Process
• Google AdWords: Best overall solution.
• Most traffic, best targeting, best reporting platform.
• Best results but it costs more per click.
• Yahoo Search Marketing: Quickly becoming 3rd
place by platform capabilities as well as traffic.
• Microsoft AdCenter: 2nd best platform, but poor
historical performance; traffic increasing.
Next Steps
Site Development & Google Sites Limitations
• Google Sites limits SEO capabilities because of its Content Management System (CMS). Meta tags cannot be added (only basic meta tags available). Site architecture, layout, and linking structure suffer and cannot be optimized.
• Most SEO techniques – particularly the most effective ones – cannot be used with Google Sites.
• If Google Sites must be used, the most beneficial work would be content optimization, linking strategies, and advertising.
Next Steps
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1
Ongoing SEO, Advertising, & WebsiteComprehensive SEM services including analysis, organic and ad optimization, website redesign, ongoing analysis, and reporting
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Ongoing SEO ServicesMore complete services – plus link building campaigns and ongoing analysis, reports, and optimization based on results data
One-Time SEO ServicesOne-time analysis, optimization, and recommendations for future self-optimization
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Ongoing SEO & Advertising ServicesMore complete services – plus link building campaigns, advertising optimization, and ongoing analysis, reports, and optimization based on results data
Advertising• Current campaign analysis
• Keyword cost research and
selection
• Campaign development
• Advertisement development and A/B
testing setup
• Budget optimization
• Landing page development and A/B
testing setup
Organic• Keyword research
• Competitive analysis
• Baseline reporting
• Metatag development
• Content optimization
• On-site link optimization
• Search engine and directory
submittal
• Online publication research
• Link strategy development
Ongoing• Org: Online publication outreach
• Org: Link strategy content
development and publication
• Org: Reporting, analysis, and
optimization
• Ads: Click path analysis and
optimization
• Ads: A/B testing for ads and
landing pages
• Ads: Budget optimization
Website• Website redesign
• Recipe page development
• Architecture and webpage layout
optimization
• HTML email template design
• And many of the missing items from
the Organic section that cannot be
done via Google Sites
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