website marketing & seo basics

26
Website Marketing & SEO HOW EFFECTIVE IS YOUR WEBSITE?

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Presentation about website marketing and SEO basics given at Local First AZ.

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Page 1: Website Marketing & SEO Basics

Website Marketing & SEOHOW EFFECTIVE IS YOUR WEBSITE?

Page 2: Website Marketing & SEO Basics

About Us

Team

• We’re a team of 20+ located in the Phoenix Metro Area

• Founded in 2006

• Convergence of Search, Social & Content

Me

• Joined team in 2008

• Blogger, Social Media, Link Builder

• eBook available in April “Marketing Your Business on Facebook”

VERTICAL MEASURES

Page 3: Website Marketing & SEO Basics

• Search Engine Optimization– Learning how your site is ranked in search– Using that information to market your website

better• Goal: Increase Targeted Traffic• 96% of searchers don’t go past the 2nd page!

What is SEO?• SEO is….

1-3 4-6 7-8 9-10

1st Page 63% 15% 7% 6%

2nd Page 2% 1.5% 1% .5%

Page 4: Website Marketing & SEO Basics

Anatomy of a Search Engine Results Page• SERP

• In Response to Keyword Query– Organic

• Search engine determines placement– Sponsored

• Advertisers pay-per-click or per-impression– Local

• Search engine determines placement

Page 5: Website Marketing & SEO Basics

Anatomy of a Search Engine Results Page

ORGANICLOCAL

PAID

Page 6: Website Marketing & SEO Basics
Page 7: Website Marketing & SEO Basics

“Imagine a librarian enters a huge, empty library filled with empty (but labeled) shelves and sees, on the floor, a huge pile of books which they have to place on the shelves.

Now they could just put the books on the shelves in a random order and be done. But then none of the library visitors would be able to find the kinds of books they

were looking for. So instead, the librarian looks at each book for clues as to which part of the library they should shelve the book.

The book can give the librarian all sorts of clues as to where it needs to be shelved in the library. The picture on the cover; the title of the book; the recommendations on the

back of the book; who the recommendations are by; the index of the book; the contents of the book; the introduction of the book; whether the books pages are filled

with text or are mostly illustrations etc.

A very good bookmaker will know EXACTLY how to produce a book so as to give the librarian the best possible chance of placing the book on the most relevant library

shelf where the maximum number of library visitors looking for it will find it.That’s what SEO is.”

How Are Sites Ranked?• Imagine this…

Page 8: Website Marketing & SEO Basics

• Title• Popularity• Text• Images• Etc…Or, ask the Librarian…

Ranking Factors• How do you produce a book for the best possible placement?

Page 9: Website Marketing & SEO Basics

• Relevance• Comprehensiveness• Freshness• Speed

Ranking Factors• Google: http://www.google.com/corporate/tech.html

“Google is continuously traversing the web in real time with software programs called crawlers, or “Googlebots”. A crawler visits a page, copies the content and follows the links from that page to the pages linked to it, repeating this process over and over until it has crawled billions of pages on the web.”

Page 10: Website Marketing & SEO Basics

• Inbound Links – Quality/Quantity• Keywords used in Anchor Text

– Hyperlinks with anchor text• Link Popularity & Topical Relevance• Keyword in Title Tag• Site Age• Keyword in URL Structure• Content Diversity

– Blog, News, Images, Video, Social Media, etc…• Internal Linking• Keyword Use in Body

Ranking Factors• The most important revolve around relevance:

Page 11: Website Marketing & SEO Basics

Ranking Factors (cont…)

Page 12: Website Marketing & SEO Basics

• Research• Use Free Tools

– Google Adwords, SEO Book, Wordstream• Look at multiple factors and don’t forget to test!

– Global Volume, Local Volume, Competitiveness– Long Tail Terms– Buying Cycle

Keywords• If keywords are so important, which ones should I use?

Global Volume Local Volume Competitiveness

Shoes 823,000 368,000 HighBrown Leather Shoes

590 210 High

Buy Brown Shoes 12,100 4,400 High

Page 13: Website Marketing & SEO Basics

Title tag

Content

H1 tag

Meta Description

URL

#9

Page 14: Website Marketing & SEO Basics

• Keywords & Density (in Content)• Use Headings• Site Load Speed• Redirects (301, 302 & 404)• No Flash• No Music• Site Map• Unique

– Meta Title– Description

Onsite Best Practices• Usability is Key!

Page 15: Website Marketing & SEO Basics

• Internal Links• Friends and Family• Associations• Social Profiles― Twitter, LinkedIn, BusinessWeek, etc…• Clients/Suppliers• Blogs• Press Releases/Articles (Pre-Panda Update)• Business Directories• Images

External Factors: Links• If links are so important, how do you get them?

Page 16: Website Marketing & SEO Basics

Without links, search engine bots may never find this page

Page 17: Website Marketing & SEO Basics

• Become an authority: Organizations are just now beginning to understand that, along with products and services, one of their core products is information.– If you have a website, understand that you are now a publisher.– Provide relevant content that gives solutions to some of the toughest

problems your customers are facing.– Customers start relying on you for your expertise as you become the

trusted solution in your industry.

• Today’s marketing is now about online content & publishing

Trust• If trust is so important, how do you become trustworthy?

Page 18: Website Marketing & SEO Basics

Must Have a Corporate Blog

• Gives you a vehicle to post new content• Allows for internal linking• Keeps the search engines coming back –

have 434% more indexed pages*• Have 2X as many backlinks*• Your site gets 55% more traffic*• You have 79% more Twitter followers*

*Hubspot

Page 19: Website Marketing & SEO Basics

Create Great Content

1. A Blog2. White Paper Series3. eBooks     4. Case Studies5. Interviews6. Infographics7. Online Quizzes8. Contests9. eNewsletters10.Community Forums11. Podcasts12.Videos  13.Webcasts/Webinars

Page 20: Website Marketing & SEO Basics

Must Optimize Your Content

• Content is found through social media and search engines – so optimize it!

• Web pages, News, Local, Images & Videos1. Titles & title tags (viewed in results)2. Description meta tag (viewed in results)3. Image tags 4. URL structure5. Page load times

Page 21: Website Marketing & SEO Basics
Page 22: Website Marketing & SEO Basics

8 Steps in the Content Marketing

1. Develop a Content Strategy2. Perform Keyword & Market Research3. Create Great Content4. Optimize Your Content5. Promote Your Content 6. Distribute Your Content7. Build Links to Your Content8. Measure – Rinse & Repeat

Page 23: Website Marketing & SEO Basics

Its not just about search engines…

• Understand who your customer is and where they are online.

• Develop consistent, relevant content in multiple channels.

• Allow your ideas spread.• People share your ideas, link to your content.• Content is found through multiple channels

Page 24: Website Marketing & SEO Basics

• Have a strong foundation: Website • Build up external foundation: Links• Become an authority: Content• Remember: it’s not all about search engines

Conclusion

Page 25: Website Marketing & SEO Basics

Content Marketing Workshop

8 Critical Steps for Successful Content Marketing

A one-day workshop, April 7, 2011 in Phoenix, AZ

Each student will leave with:

Free copy of Don’t Break the Chain Free Copies of 5 How-to-Guides:

Facebook, Twitter, Keyword Research, Local Search, & Blogging Workbook filled with exercises, resources and free tools!

Limited Seats Available – Local First AZ members get 50% off!Use code – “LocalFirst”

Visit verticalmeasures.com/content-marketing-workshop

Page 26: Website Marketing & SEO Basics

Thank You!Q & A

FacebookLinkedIn Group

@VerticalMeasure

Contact: 888-476-1881 www.VerticalMeasures.com