understanding search

© 2010 Site-Seeker, Inc. www.site-seeker.com

Understanding Search

Techniques for Getting Found

Brian Bluff President & Co-Founder Site-Seeker, Inc. \\ @ssiBrian [email protected] 315.732.9281 x 11


- Search Engine Optimization Overview Breaking it down into phases

- Keyword Research How prospects really look for you

- Content Writing for SEO It’s all about relevancy

- Put Your House in Order Crucial elements of navigation and SEO

-  Where Does Social Media Come In? The new method of getting found

- Return on Investment What and how to measure

What We Will Cover


You

r We

bsit

e

Your website is a machine….

Vertical Websites

Social Media Drive

Convert

Measure and improve


Search Engine Optimization PROGRAM

= (Rank + Click - Bounce + Conversion)

X (Measurement + Adjustments)

- Brian (me)


Search Engine Market Share


SEO Program – Phase 1

• Keyword Research and Selection • Title, Header, Keyword, Description, Alt Img • Content rewrite - keyword density • URL Structure • Navigation • Organization of code and link structure •  XML sitemap •  Robots.txt • Webmaster tools accounts • Analytics and conversion funnels

The Basics


SEO Program – Phase 2

• Inbound links • Create authority

• Social media • Micro sites

• Website performance analysis • Ranking • Traffic sources/volume • Bounce rate • Conversions

Ongoing Effort

• Adjust • Content • Links

• Vertical search • Local search • Social media • Other activities


SEO Programs...

Ongoing process that requires • Monitoring for cause and effect • Modification of actions to increase ROI.

Many factors affect strength and positioning • Addressed a priority basis • Look for biggest ROI opportunities • Stay abreast of changes

Are NOT a one time deal.


Keyword Research


•  How do prospects refer to those products or services? •  Think longer, more precise, phrases •  Don’t let your website designer pick keywords •  Examine competitor’s keywords •  Don’t jump in the ring with an 800 lb. gorilla unless you are

a 900 lb. gorilla

Keyword Research


Keywords Global Monthly Search Volume

car insurance 1,830,000 auto insurance 673,000 car insurance quotes 301,000 auto insurance quotes 201,000 auto insurance quote 135,000 car insurance companies 33,100 auto insurance companies 22,200

What terms do prospects use…?


Content Writing for SEO


•  Not the same game •  250 – 500 words •  Use bullets •  Use common language •  One subject per page

•  Create Keyword Rich Content •  Body •  Headings •  Image tags •  Meta data



Break apart content


Product 1

Product 2

Products Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Products

This is bad


Break apart content


Product 1

Product 1

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Product 1

This is good

Product 2


Put Your House in Order


Put Your House in Order - Navigation

•  Navigation Must Be Clear •  Create pages specific to each product or service •  Use keywords in navigation •  Add “breadcrumbs” to your website

•  Avoid •  Images as navigational links •  Page jumps

•  Instead break the page out


Clear Contact Points

Products Organized by Type AND Application


Engage your visitors with easy to use contact forms


Short Form Submission

October 2009

120 Long Forms Submitted 142 Short Forms Submitted

262 Total

114.75%


Meta Data •  Title Tag (65 – 70 characters) •  Description Tag (20 – 25 words: sentence structure) •  Keyword Tags (15 – 20 words)

Page Content •  Header Tag (H1) (primary keyword/phrase) •  Keyword/phrase as close to beginning as possible •  Alt Image Tags •  Keyword density

Crucial Elements of SEO – On-Page


•  Generate a sitemap (www.xml-sitemaps.com) •  Upload to your website. •  Create a Robots.txt file •  Place name of sitemap in robots.txt file •  Create a webmaster tool account on Google,

Yahoo, and Bing •  Add sitemap

Crucial Elements of SEO – XML Sitemap and Robots.txt file


SEO & Social Media


Blogs establish you as the expert and support a strong search engine marketing plan

Social Properties

Distrib

ute

Prospects Interactio

n Branding

Search Engines

Website (blog)

Content Rank

Ne

ed


The Power of a Blog


Technical Content as a Blog


Measure


Google Insights (Green Beer)


Web Analytics Is...

- Wikipedia

“Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.”

the measurement, collection, analysis and reporting of internet data for purposes of understanding and

optimizing web usage.


•  Free

•  Easy to understand data

•  Integration with other Google services •  Google AdWords •  Google Site Optimizer

•  Custom automated reporting


•  What keywords are you targeting? •  How much traffic are you getting now? •  What is a successful visit? •  How many successful visits does my site receive per

month now? •  Where is my traffic coming from now? •  What is my site’s/important page’s bounce rate?

Before you start establish a baseline & benchmarks


Return on Investment

You

r We

bsit

e

Your website is a machine….

Vertical Websites

Social Media


Thank You!

Brian Bluff President & Co-Founder Site-Seeker, Inc. \\ @ssiBrian [email protected]

understanding search

Technology

founder siteseeker

content writing

seo programs

basics keyword research

phases keyword research

seo program phase

auto insurance quotes

auto insurance quote135