SEO: Maximizing online business visibility

Download SEO: Maximizing online business visibility

Post on 06-May-2015

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Strategic and tactical guide for increasing business visibility online via Local Search and SEO best practices. Download the PPT for proper transitions and full notes.

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1.Maximizing Online Visibility Brad Smith July 2013 2. Overview Quick Bio SEO Strategy Basics Increasing Business Visibility Online (Local SEO) Maximizing Online Sales (E-Commerce SEO) Free SEO Tools & References 2 3. Quick Bio Director of Product Management @ ARI BA in New Media Development MBA with Marketing & E-business emphasis Life-long power sports enthusiast Part-Time Aaron Rodgers look-a- like Connect with me via http://www.bardsmith.com 3 4. SEO Strategy Basics Key Terms 4 SE Search Engine Spider & bot Search Engine indexing robot SERP Search Engine Results Page CTR Click Through Rate (percentage of clicks/exposure) Inbound Links External links to site pages Anchor Text Text anchor display of a link PageRank Google page quality score 5. SEO Strategy Basics Current Search Market Shares 5Source: karmasnack.com 6. SEO Strategy Basics Ensure your site is crawlable 6 FLASH ALL GRAPHICS RICH HTML Online Visibility Social Product SEO Local Search Align online marketing strategy with business strategy Brick & Mortar Local SEO Pure E-Tailer Product SEO Bricks & Clicks Local & Product SEO 7. 7 Local Search 8. Local SEO 8 Local Search Intro Critical focus for Brick & Mortar businesses Tight geographic relevance Increasing representation in SERPs Increasingly including social/reputation elements Core to capitalizing on Mobile search trends 9. Local SEO 9 Optimizing Online Representation for Local Search Claim Google Places/Google+, Bing Places pages Enrich Google+ Business Page Business Images, Videos Hours Location Contact Information Events Videos Business Categories Only 37% of businesses have claimed local search listings - MDG Advertising 10. Local SEO 10 Key Places to Establish Business Profiles 11. 11 E-Commerce SEO 12. E-Commerce SEO 12 E-Commerce Search Engine Optimization Process Self- Assessment Keyword Research Execution 13. E-Commerce SEO Self-Assessment How Sample Searches What to research Current rankings and presentation Keyword traffic trends Inbound Links 13 Self- Assessment Keyword Research Execution 14. SEO Strategy Basics Sample Research 14 15. E-Commerce SEO Keyword Research How Competitive Keyword Review Google Trends Google AdWords Keyword Planner What to research Current Keyword Traffic / CTR Keyword Search Volumes & Trends Keywords Targeted by Competitors 15 Self- Assessment Keyword Research Execution 16. SEO Strategy Basics Sample Keyword Research 16 17. E-Commerce SEO 17 SEO Execution How Core SEO Elements Advanced SEO Elements Self- Assessment Keyword Research Execution 18. E-Commerce SEO 18 Domain Name Domain Age URL Structure Canonical & Redirects Structural Elements Inbound Links Inbound Anchor Text Social Signal/Mentions Off-Page Elements Page Titles Page Descriptions Heading Tags Page/Product Content Accessibility Tags On-Page Elements Core SEO Elements Page Title Page Description 19. E-Commerce SEO 19 Best Practice Keyword & Content Flow Inbound Link GoPro Hero3 Camera" URL Camerashop.com/GoPro/Hero3.htm Page Title GoPro Hero3 Camera | Black | HD Page Description Go pro with the new smaller, lighter HERO3 with built in Wi-Fi Page Heading GoPro Hero3 Camera Black Product Info Photos w/Alt Tag GoPro Hero3 Camera Rich Description referring to GoPro and Hero3 Camera Customer reviews content marked up as Rich Snippets 20. E-Commerce SEO 20 SEO Execution Guidelines DO DONT Create rich, differentiated product content with natural keyword references. Artificially stuff a desired keyword into content repeatedly. Work with partners and associations to build up in-bound links from industry authorities. Purchase in-bound links or take part in generic link circles. Regularly review site analytics & reports to check results of efforts; adjust accordingly. Set minimum search engine optimization in place and move on (set & forget). Establish and nurture profiles and a social presence to increase visibility of your site and products. Try to fool the search engines by adding hidden content or presenting other content to Spiders only (cloaking). 21. E-Commerce SEO 21 Advanced SEO Elements How Rich Snippets / Microdata Google Shopping Product Feeds Page Load Speed Rich Snippet (Review, Author) Rich Snippet (Rating, Price, Av ailability) 22. SEO Tools 22 SEO Tools Tool Use URL SEO Quake Browser plugin to review key on-page SEO stats http://www.seoquake.com/ SEM Rush Keyword and link analysis tool for competitive and self- analysis http://www.semrush.com Google AdWords Planner Keyword search volume and competition analysis tool https://adwords.google.com/ Google Trends Keyword trend analysis tool http://www.google.com/trends/ Google Analytics Free website analytics http://www.google.com/analytics/ Google Webmaster Tools Website index and Google search trends analysis tool http://www.google.com/webmasters/ Lynx Web Browser Text-based web browser useful for viewing site content as seen by a spider http://lynx.isc.org/ 23. SEO References 23 Additional SEO Reading & References Search Engine Land SEO Guide http://searchengineland.com/guide/seo Web Developer SEO Cheat Sheet http://s3.amazonaws.com/static.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf SEOMoz Blog http://moz.com/blog