seo fundamentals: best practices to follow on the search engines

SEO Fundamentals Best Practices on the Search Engines to Follow

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Are the slides available?

Yes! Please email [email protected]

We want to hear from you!

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Want to learn more?

Contact us for a complimentary SEO Diagnostic. Details

at end of webinar.

Housekeeping Items

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1 Be Found By the Search Engines Learn how Google discovers, indexes, and ranks web pages

2 Keyword Selection Best Practices SEO tips for keyword mapping and page optimization

3 Optimize Your Marketing Channels Benchmark, Project and Take Action!

4 Measure Results & Success Monitor and improve your SEO results

Webinar Agenda

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1 Why Online Marketing Is Important Search engine use is growing rapidly

Currently, there are more

than 3 billion

searches/day on Google

Courtesy: SEOmoz

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Source : Jupiter Research, 2010

If you are not on the 1st page, you are invisible to most searchers

1 Can Your Customers Find You?

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Search bots identify your site’s theme and relevance to queries

1 Search Spiders Determine Your Visibility

Home Page

Category Level Page

Product Level Page1

Product Level Page2

Data Center

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• Crawling:

• Discovering new and updated pages on the web • Daily, weekly, monthly

• Indexing:

• Compiling data from crawls into data centers

• Serving Results:

• Based on relevancy • Over 200 factors considered • Content, keywords, links

Search bots follow links to get from page to page

1 How Do Search Spiders Crawl the Web?

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3 Optimize Your Marketing Channels Benchmark, Project & Take Action!


Webinar Agenda

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Investigate Google Insights to compare long-term trends: www.google.com/insights/search

2 Match Your Business to Current Trends

http://www.google.com/insights/search

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Select a mix of both “head match” and “long tail” keywords

2 Optimize Your Keyword Selection

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• Best Practices

• Have a mix of both generic and “long-tail”

terms

• Do not focus just on search volume

• Google your proposed search terms to

see if the sites ranking on page 1 are

relevant to what your business offers

• Look at search trends for your proposed

keywords

• Expand on your keywords by finding

variations

2 Choose the Right Keywords Keyword selection determines the course of your campaign

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Develop a “mapping” document that targets 3-5 keywords per page

2 Map Targeted Keywords Page By Page

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Best Practices

• Search engines learn what your site is about by reading your content

• Optimal site content will sound natural to readers but also include mentions of targeted

keywords

2 Write for Your Keywords How search engines identify your site for result listings

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• Best Practices

• Write for your reader, not the writer!

• Establish a natural, engaging tone of voice

• Pay attention to grammar

• Proofread

• Avoid Doing These

• Trick search engines with manipulative tactics

• Use Flash throughout your entire website

• Overuse your keywords: Read it out loud!

Develop naturally written, “non-spammy” content

2 Use Best Online Writing Practices

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What We See

2 Allow Google To Recognize Your Keywords What Google Sees

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Main Elements Consist of:

1. Page Title

2. Description

3. And sometimes… Keywords

What is it?

2 Meta Content

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What is it?

2 Meta Content

Main Elements Consist of:

1. Page Title

2. Description

3. And sometimes… Keywords

Facebook Groups: B2B Lead Gen

Keywords in the First or Second Position of the Page Title Have the Highest Impact!

Include descriptive keywords and phrases in page titles

2 Meta Content

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2 Develop Content Silos Consider your site’s thematic structure

• Thematically Group Pages Around

Keywords

• Link Pages Within The Same

Groups To Further Strengthen

Theme of Website

• Search Engine Spiders Can See a

Theme Across Your Site That

Makes Sense

Mobile

Enterprise

SMB

Other Relevant Internal Pages

Mobile SMB Enterprise

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Webinar Agenda

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Step 1: Establish Benchmark & Project

3 Find Your Target Customer

Google Analytics

• Traffic Sources

• Referring Sites

• Filter – Containing: Facebook

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Step 2: Project & Take Action!

3 Find Your Target Customer

Based on what you get today, project conservative increases:

- Initially, don’t be afraid to project based off what reality!

Benefits:

- Ownership & Responsibility

- Higher-ups know where you are at and signs off on what winning looks like

- You have a target to hit or miss!

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Webinar Agenda

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Why SEO matters

4 SEO Is Stepping Stone to Success

Keyword

Rankings

Increased

Traffic

Lead and

Sales

1

2

3

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Measured on a weekly, bi-weekly, or monthly basis

4 Compare Keyword Rankings

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Filter out “branded” traffic

Measures effectiveness of SEO program

4 Watch Organic Search Traffic

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Measures effectiveness of SEO program

4 Watch Organic Search Traffic

Goal Tracking: By Conversion Type!

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Determine Your ROI Goals:

• Define conversions for your business goals

• Set your goal values

• Analyze which keywords are leading to more

conversions and work to strengthen them in your

links and content

• Consider removing poor-performing keywords from

your campaign

• Observe where visitors abandon the goal path and

analyze the data to determine why

Ties SEO effectiveness to lead and sales flow

4 Set Up Logical Goal Tracking

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On-Page Changes

Link Building

Tracking Spider Crawls

Monitoring Visitor Analytic Data

Measuring Improvement in Rankings, Site

Engagement, and Lead Flow

On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely on analytics to guide decision making.

4 Keep Up

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• Begin Optimization Now: Capitalize on your core keywords before the

competition does. Identify your top keywords and who ranks highly for

those terms today.

• SEO Success Takes Time and Resources: Executing SEO correctly

requires full-time resources. Optimizing for a set of keywords requires

relevant content, inbound links, and website structure.

• Use the right marketing channels: Understand the online channels

that are most applicable to your business. Take advantage of the

platforms that will reach your target audience.

• Achieve 2012 Marketing Goals: SEO is the most cost-efficient way to

generate qualified sales and leads. Take advantage of search demand

for your industry and leverage this to achieve your 2012 business plan

goals.

Key Takeaways

Thank You!

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Contact Us about Qualifying for a Complimentary Analysis

- “Cost of the Problem” Analysis: Discover the cost of not

ranking in the top positions on search engines. How much

revenue is being lost to competitors with the best rankings?

- Competitive Report: Find out where you rank against your top

competitors and what tactics they’re employing

- ROI Tracking: Detailing the keywords and sources that visitors

are using to discover your website and if those visitors are

converting into leads and sales

Please contact:

[email protected]

seo fundamentals: best practices to follow on the search engines

Technology

webmarketing123 facebook

seo results

page optimizationoptimize

search engines1

search spiders

page title2

search trends

search volume google