SEO eMarketing Presentation 2011

GETTING STARTED WITH SEARCH ENGINE OPTIMIZATION

@DAVIDCICCARELLI

[email protected]

CEO, VOICES.COM

Tuesday, March 1, 2011

mailto:[email protected]


TODAY’S TALKING POINTS

๏ SEARCH MARKETING STATISTICS & FINDING OPPORTUNITIES

๏ START WITH A HEALTH CHECK

๏ KEYWORD RESEARCH

๏ CONTENT CREATION AND DISTRIBUTION

๏ OPTIMIZING PAGE TITLES, DESCRIPTIONS, HEADINGS AND BODY COPY

๏ WEBSITE ARCHITECTURE

๏ SOCIAL GRAPH


CUSTOMER ACQUISITION COSTS

0

35

70

Search Engine Marketing Yellow Pages Banner Ads Online E-mail Direct Mail

70

60

50

20

9

Search Engine Marketing is the most cost-effective way to acquire new customers.


GLOBAL SHARE OF SEARCHES

32%

31%

22%

9%

6%

Data Source: comScore

EuropeAsia PacificNorth AmericaLatin AmericaMidEast + Africa


# OF MONTHLY SEARCHES IN THE U.S.

0

4,000

8,000

12,000

16,000

20062007

20082009

2010

Searches for all search engines Source: Comscore

(Millions)


U.S. SEARCH ENGINE MARKET SHARE

66%16%

13%

3%2%

Data Source: comScore January 2011

Google SitesYahoo! SitesMicrosoft SitesAsk NetworkAOL Network


CLICK THROUGH RATES

RESULT POSITION AVERAGE PERCENTAGE OF CLICKS

#1

#2

#3

#4

#5

#6

#7

#8

#9

#10

#11-20

34.35%

16.96%

11.42%

7.73%

6.19%

5.09%

4.02%

3.47%

2.85%

2.71%

5.27%


SEARCH DEMAND CURVE


EVALUATING YOUR OPPORTUNITIES


LET’S START WITH A

HEALTH CHECK


GOOGLE WEBMASTER TOOLS

1.Tuesday, March 1, 2011

BING WEBMASTER TOOLS


CHECK YOU ARE GETTING CRAWLED


SEE PAGES CRAWLED PER DAY


CREATE A SITEMAP

๏Have an HTML sitemap and link to it from each page on our site. It helps Google find all the pages on your site.

๏Automatically build an XML sitemap using xml-sitemaps.com

๏ Install Google Sitemap Generator on your server. Technical skills required.


CHECK IF YOUR PAGES ARE INDEXED


READY TO START OPTIMIZING


KNOW YOUR KEYWORDS


KEYWORD RESEARCH


MANAGE YOUR KEYWORDS

๏Start a spreadsheet to save all your keywords in a single spot.

๏Organize your keywords into groups by topic or subject matter.


PLACE KEYWORDS ON YOUR PAGES

๏ Page Title

๏ Page Description

๏ In H1, H2, H3 tags

๏ In the body or your article or pages

๏ Page File Name ( your-very-important-page.html )

7.

Put keywords and phrases in some of the following places to increase the ranking of a web page in the search engine results.


THE COMPETITIVE ADVANTAGE


COUNT YOUR LINKS


DEVELOP YOUR LINK PROFILE

๏ Link Popularity: How many links point to your website?

๏ Link Relevancy: Are the links of a high quality, from websites in the

same industry or from authority websites?

๏ Anchor Text: The active text used to enable the link to your

website. Does it say your business name or keyword?


BUILD EXTERNAL LINKS

๏ Authority Links - CNN, BBBonline.org, Industry Associations

๏ Directory Links - Yahoo! Directory, BOTW.org

๏ Press Release Links - PRWeb.com, PR.com

๏ Blog Links - Articles written about you, comment links

๏ Social Media Profile Links - LinkedIn, Twitter, YouTube, Knowem

๏ Reciprocal Links - Link exchanges from related websites


THE SOCIAL GRAPH


SOCIAL ENGAGEMENT

Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?

Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article.

Google: We treat links shared on Facebook fan pages the same as we treat tweeted links. We have no personal wall data from Facebook.


POSSIBLE SOCIAL INDICATORS

๏ Number of unique tweeting sources

๏ The authority of the tweeting source

๏ The time of tweet (breaking news)

๏ Quantity and quality of retweets

๏ Quantity of clicks


FINAL THOUGHTS


THANK YOU!

@DAVIDCICCARELLI

[email protected]

CEO, VOICES.COM




SEO eMarketing Presentation 2011

Business

Transcript of SEO eMarketing Presentation 2011