increase traffic to your website - part 1: seo basics

Increase Trafficto your website [session 1]

Beth [email protected]

630-330-9825

Pat [email protected]

630-717-8332

mass media trends

• TiVoTV

• SubscriptionRadio

• ElectronicNewspapers

• Do Not Call RegistryTelemarketing

• Recycle BinDirect Mail

• Spam, opt-outEmail

shift in marketing

Pull

Push

how to get results

Website

SEO

Link strategy

Social Media

Paid

PaidOrganic

2009 Search Engine Market Share

Google Yahoo! Bing Ask

73% 15% 9% 3%

Source: seoconsultants.com

how does Google work?

Google is a very, very complex computer program that:– Finds a link to a page, requests that page– Indexes each page for keywords– Ranks pages according to relevance and importance

Takeaways:• Sites are indexed page by page.• No link? Google won’t find the page on its own.• Flash or images? Google has trouble reading them.

Google wants to know…

1. What is this page about?Keywords– url– title & meta tags– headings, font emphasis– content

2. How important is this page? Links– in-bound links– anchor text– authority/trust of domain– traffic

SEO starts with keyword choices

Smart Keyword Choices

On-Page Keyword

Placement

Content Creation

Link Building (on- and off-

page)

Example

We are starting up a company that will sell high quality loose leaf green tea products…

and we need to create a website!

What words do people type into Google to find what we’re selling?

keyword choices

Green Teas?

Green Tea?

Loose Leaf Green Tea?

Organic Green Tea?

???

Free…• Google’s keyword tool• Wordtracker’s keyword questions tool• Your own traffic logs

your tools

Paid…• Wordtracker• Keyword Discovery• Omniture

what to consider

• Search volume– Is this a keyword/phrase that people actually use?

• Competitiveness– Will you be competing with millions or hundreds

of websites?

Google’s Keyword Tool

Wordtracker’s subscription-based search tool

Exercise

What might someone type into Google to find the products or services you sell?

where do I put my keywords?

Keyword Strategy for EACH PAGE

URL

Page Title

Description Tag

Keyword Tag Header

Subheads

Anchor Links

Content Density

ExamplePage Title: Page Description: Keywords:

Green Tea Harmony Your source for quality organic green tea products.

Home

Products

Products

Products

ExamplePage Title: Green Tea Benefits | Green Tea HarmonyPage Description: Green tea benefits your health in fabulous ways! Buy some today…Keywords: Green Tea Benefits


Home

Products

Products

Products



Home

Products

Products

Products

Green Tea Benefits Your Health!



Home

Products

Products

Products

Green Tea Benefits Your Health!Blah blah blah green tea benefits blah blah blah….blah blah blah blah blah green tea. Benefits include blah blah blah….



Home

Green Tea Matcha

Green Jasmine Tea

Green Tea Bags




Home

Green Tea Matcha

Green Jasmine Tea

Green Tea Bags


Green Tea Matcha from Japan

Green Jasmine Tea

Green Tea Bags

To make Google notice your site, you must build a site worth noticing.

Wordtracker’s Keyword Question Tool

tips to remember

what is this page about?

Google understands this page much better…

what is this page about?

this is exactly what I’m looking for!

Google loves consistent links!

Google loves clear page titles and descriptions

Welcome to My Website!

(some) components of Google Ranking

1. What is this page about?Keywords– url– title & meta tags– headings, font emphasis– content

2. How important is this page? Links– in-bound links– anchor text– authority/trust of domain– traffic

~TWO-THIRDSApprox. “weight” of link popularity to Google search algo

Multiple sources

Link Building

not just any links

• Links from trusted domains• Links from popular sites• Links from authorities in your topic

Note: Avoid schemes promising thousands of links. Now, it’s trusted links that count.

where to get them

• Blogs (your blog, other blogs, twitter, technorati.com)

• Article directories (ezinearticles, bestmanagementarticles, isnare, goarticles)

• PR (industry news sites, local sites)

• High trust directories (google, yahoo etc, retail directories, yellow pages listings, industry directories)

• Event sites (depends on your business)

• Associations, partners, affiliations (Chamber, synergistic businesses)

• Coupon sites• Social media

Website Contact Info Ad RatesColumn

1 Notes

Tour Brokers viator.com Called 866-648-5873 (number listed

on website). Was told to send email to [email protected] to find out pricing to list company information.

Lists and books tour information for cities around the world. Well-organized website - Chicago is not clearly listed on the home page, but if you search for Chicago, several attractions, including segway tour options, appear.

chicagtours.uswork through a broker - Alcatraz Media they work through Alcatraz Media; great site

segwaysightseeing.com

408-754-5328: TourCorp.com Inc.165 Jefferson Street Suite 2ESan Francisco, CA 94133 Phone: 408-754-5346

can book online with one competitor for $65. worldwide glide is a tour operator with suppliers.

go card Michelle Craig; 312-282-4555 user gets 15% off by showing card

smartdestinations.com this site just links to the GOCard

groupon

see http://www.groupon.com/deals/steves-segway-tours?utm_campaign=steves-segway-tours&utm_medium=email&utm_source=newsletter

priceline

isango.comSurbhi Bansal - [email protected] 20% margins; pay by wire transfer great-looking site. Global reach

Paid Listings hereschicago.com Jim Grillo

chicagofun.com Nora Anderson: 630-665-0300 Yearly listing for $445 up and coming site

cctb added more categories

miles media ( part of cctb svc) contracted for upgraded listing, banner ad

conciergepreferred.com left msg with VP advertising, Jim Gilligan, 312-360-1769, cell 312-401-0541

all access pass to attractions, dining, nightlife,shopping, entertainment; for either Chicago or St. Louis

Free Listings

enjoyillinois.com state of illinois travel site

explorechicago.org free city of Chicago toursim site

sightseeingchicago.com

Please contact your sales consultant at 708-567-9848 or by email at [email protected] also have free listing

free lisitng - but major tab on home page for tours links to Viator

ettractions.comKirby Palait <[email protected]>

more features/content can be posted and optimized ofr mobile display for $299/yr. same guy who does the rack cards

chicagotraveler.com Tour operators can submit information for posting at: http://chicagotraveler.com/submit-your-site.htm

To advertise and get an advanced listing, need to submit information to [email protected]

Nicely organized site - has a listing specifically for Segway tours: includes a description of the tour (five currently listed).

citydiscovery.com

online form good, solid site; already has a Segway company listed

chicago.metromix.com Submit information via email only. Instructions at: http://chicago.metromix.com/page/get_listed

Listing is free - advertising available for a fee.

Seems to be focused on restaurants and special events, but a search for "segway tours" does yield a few results. Since this is a popular site, think it would be worthwhile.

gochicago.com

[email protected]; Stanton, Michelle [[email protected]]

Chicago and Illinois Toursit Office site; front page has link to Bike Chicago's website

segwayguidedtours.com online form to update nice listing - easy to follow

Blogs and Feedback sites

10best.com/chicago,il [email protected]

nice-looking site; no Segways listed; travelers can post recommendations

tripadvisor.com no way to submit directly they get a live feed from their commerce partners

chicagonow.com/ they offer paid advertising blog site for Chicagoans

thrillist.com they offer paid advertisingdaily email to subsribers; edgy, somewhat irreverant site, no segways listed

diddit.com site that lets users list what they did and want to do;

There are a multitude of

sites on which to list your

business. Some are free, some

carry an advertising fee.

Client S

ample

http://chicagtours.us/

http://citydiscovery.com/

http://10best.com/chicago

http://tripadvisor.com/

http://chicagonow.com/thelocaltourist

http://thrillist.com/

how to get them: publish

• Unique, valuable content (tips, lists, expert info, articles, white papers, slides)

• Freebies (icons, white papers, videos…)• Software, tools, widgets, themes, embeddable

content, quizzes• Books and ebooks• Reviews (amazon)• Comments• Leverage social media services

– Photos, presentations, videos, podcasts, PR…

measure along the way

Traffic Rank: Alexa.com

Page Rank: Google toolbar, PRChecker.info

Site traffic stats: Google Analytics, your hosting company

Inbound Links: siteexplorer.search.yahoo.com

“PageRank reflects our view of the importance of web pages by

considering more than 500 million variables and 2 billion terms” - Google

tools

Keyword research:google.com/sktool/ https://adwords.google.com/select/keywordtoolexternal http://labs.wordtracker.com/keyword-questions

SEO:Google.com/webmasters/sitemaps/siteoverviewGoogle.com/analytics/homealexa.com/siteinfoSiteexplorer.search.yahoo.com

Blogs:Seomoz.org/beginners.phpGoogleblog.blogspot.comMattcutts.com/blogSeomoz.org/blog.php

Reading:Search Engine Optimization for Dummies

Action!

One thing I’ll commit to apply from today’s session

how to get results

Website

SEO

Link strategy

Social Media

leverage what you have

Yourwebsite

Press releases

Slides

Images

Blog

Video

Articles

post content on the Web

Yourwebsite

Press releases

Slides

Images

Blog

Video

Articles

Thank you!Our next session: Social Media MarketingWill be held on Friday, April 30th

7:30 a.m. – 9:30 a.m (check naperville.net for location)

Pat [email protected]

Beth [email protected]

630.330.9825

the challenge

increase traffic to your website - part 1: seo basics

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