maximizing your seo results 6 20-2012
DESCRIPTION
In this "Maximizing your SEO Results" seminar, the internet marketing experts from our SEO team shed lights on keyword research, link building, useful SEO tools and the latest trends in SEO.TRANSCRIPT
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
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.
linkedin.com/company/top-floor-technologies
twitter.com/topfloortech
facebook.com/topfloortech