Maximizing your seo results 6 20-2012
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Transcript of Maximizing your seo results 6 20-2012
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