Driving Success with Search Engine Optimization
www.wakefly.com
+1.508.616.2042
Agenda
What is SEO?
What do Search
Engines Look For?
Optimizing Your Site
Measuring Success
Case Study / Q&A
Introduction to SEM
Interruptive Brochure-ware Inbound
Introduction
A form of inbound, customer demand marketing that implements a process of targeting and refining based on the desire to drive organic search traffic from relevant keywords.
Search Engine Optimization (SEO)
A Working Definition...
A Working Definition...
SEO can be broken into two parts:
1) On page optimization• Content• Internal Linking Structure• Sitemap
2) Off page optimization• Links
Why Optimize?
Position Clicks (%)1 56.36
2 13.45
3 9.82
4 4.73
5 3.27
6 0.36
7 2.91
8 1.45
9 2.55http://www.cs.cornell.edu/People/tj/publications/granka_etal_04a.pdf
Through a search engine marketing combination of pay-per-click and search engine optimization, FLIR Systems was able to increase leads by 400% while cutting costs in half.
www.wakefly.com/FLIR
Quick Fact
What Do Search Engines Look For?
Keywords! Proper Coding
Fresh, Original , Relevant Content
Internal Linking
Structure
Keywords
When selecting keywords to optimize your site on, consider the following:
• Relevance• High Search Volume• Low Competition
Keyword Selection
Use tools at your disposal to determine proper keywords:
• Website Analytics (example)• Google Keyword Tool (example)• Test Using PPC
On-Page Optimization
After determining the keyword target:
1. Place it into your page title
Good
Not-So-Good
2. Place it into your heading (h1, h2, h3) tags.
Good
Not-So-Good
On-Page Optimization
3. And naturally weave it into the body copy.
Good
On-Page Optimization
4. If your CMS allows, weave the keyword into the URL.
Good
Not-So-Good
On-Page Optimization
5. To help build a theme, round it out with:
• Meta description and keywords
• Link titles and image ALT tags
On-Page Optimization
Quick Fact
By implementing just these few on-page optimization changes, EBI current ranks on page 1 of Google search results.
Content Guidelines
Content on your website should be:
• Relevant• Original• Fresh• Continually Updated
Proper Coding
To ensure proper coding, validate your website at:
http://validator.w3.org/
Navigation Guidelines
Website internal linking structure should:
• Remain Shallow• Signal Most Relevant Content
By improving the navigation structure of their site, CHI was able to nearly double the amount of organic traffic to its site.
www.wakefly.com/CHI
Quick Fact
Measuring the results of your search engine optimization:
• Analytics is a must – it’s free! (www.google.com/analytics)
• Are you tracking more relevant visitors arriving to your websites?
• Are visitors arriving from more referring sites?• Are visitors arriving in greater numbers from major
search engines?• Is your percentage of search engine traffic
increasing?• Are your driving new conversions – leads, sign-ups,
sales?• Is your ranking for keywords increasing?
Measuring Results
Refining
• Use conversion tracking to trace conversions back to individual keywords. Give more attention to driving visitors for that keyword.
• If something isn't working, stop doing it.
• Expand on successes that are discovered.
• Plan new campaigns for new keywords around the techniques that were proven to work for you.
• Create new content based upon the needs, desire and intent of your visitors
