Seo Essentials.3.10.10
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SEO 360⁰ The Essentials of Search Engine Optimization Chris Adams Director of Online Marketing
description
Chris Adams of Miles Media presented these slides during a free webinar hosted by CCTB today.
Transcript of Seo Essentials.3.10.10
SEO 360⁰The Essentials of Search Engine Optimization
Chris AdamsDirector of Online Marketing
SEO 360⁰The Essentials of Search Engine Optimization
SEO 360⁰ ‘White Paper’http://budurl.com/SEO360
This & other research & white papers @ www.MilesMedia.com/insight
SEO 360⁰ - The Essentials
A. The Importance of SEO
B. The 6 building blocks of SEO 360⁰
C. Integrated Online Marketing & SEO 360⁰
SEO 360⁰ - The Essentials contd.
C. The 6 building blocks of SEO 360⁰
1. Content is King
2. Social Media Marketing
3. Optimize Content
4. XML Site Map
5. Linking Strategy
6. Local Business Listings
SEO & SEM
ORGANIC
PAID
6 BUILDING BLOCKS
SEO 360⁰
Content is King
1: Building Blocks of SEO 360⁰
SEO Starts & Ends with Great Content
Social Media Marketing
2: Building Blocks of SEO 360⁰
Encourage Sharing from Your Site.
SEO & Social Media1. Share, seed, engage &
facilitate.2. Link back to your main site.3. Use campaign tracking
codes in your links. 4. Use URL shorteners which
use 301 redirects
Optimize Content
3: Building Blocks of SEO 360⁰
Essentials of SEO Elements
1. Title Tag: 60-70 characters, most important words first.
2. Visible Text: Headings, sub heading using target keywords
3. Meta Description: Call to action. 150 characters max.
4. Alt Tags: 3-5 words. Descriptive.
5. Meta Keywords: 20-30 most important words or phrases
Essentials of SEO Elements
1. Keyword Research. Develop a target list.
2. Customize SEO elements to each page.
3. Mixture of manual & automated updates.
XML Site Map
4: Building Blocks of SEO 360⁰
XML (Search Engine Friendly) Site Map
XML (Search Engine Friendly) Site Map
www.choosechicago.com/sitemap.xml
http://sitemaps.org
Linking Strategy
5: Building Blocks of SEO 360⁰
Quality Inbound Links.
Use Google’s Page Ranking Tool to assess site’s “quality”.
Quality Inbound Links.
www.quantcast.com
Local Business Listings
Building Blocks of SEO 360⁰
Manage Your Local Business Listing
Manage Your Local Business Listing
Edit at: Google Local Business Center
& on other sites
SEO 360⁰ - The Essentials.
C. The 6 building blocks of SEO 360⁰
1. Content is King
2. Social Media Marketing
3. Optimize Content
4. XML Site Map
5. Linking Strategy
6. Local Business Listings
SEO & Integrated Online Marketing
Integrated Online Marketing
DATA DRIVEN TOURISM MARKETING
Source: Omniture.
Continuous Improvement
Manage ‘Beyond the Click’
Building Blocks of SEO 360⁰
Manage Beyond the Click: Landing Pages
Manage Beyond the Click:
Test A41% Bounce Rate
71% Conversion Rate
Test B24% Bounce Rate
114% Conversion Rate
Performance Improvement: >85%
Landing Page Optimization:
Continuous Improvement1. Constant analysis & updates to SEO keywords, landing pages & site content.2. Your online marketing efforts are constantly reallocated based on results. 3. Key metrics improve during each program and across the year.
Case Study 1: VISIT FLORIDA Integrated Online Marketing Program May – June 2009
Week 4 Week 6 Week 7 Week 8 Week 9 Week 11$3.00
$3.50
$4.00
$4.50
$4.20 $4.17 $4.01 $3.95
$3.48 $3.31
Average Cost Per Conversion
Week 4 Week 6 Week 7 Week 8 Week 9 Week 1110%
20%
30%
40%
50%
37%
32% 31%26% 24% 24%
Lowest Landing Page Bounce Rate
6 x Key Reminders - SEO 360⁰
1. Prioritize SEO – it is critical.
2. Invest in Content
3. Optimize Content (Title & Meta Tags, XML Site Map)
4. Build Links
5. Integrate with your other online marketing
6. Manage ‘Beyond the Click’
The Essential (& FREE) SEO Tool Kit1. Robust Analytics – eg: Google Analytics:
www.google.com/analytics
2. Keyword Research Tool - eg: Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal
3. XML Site Maps: http://sitemaps.org
4. Google Webmaster Tools: www.google.com/webmaster
5. Page Ranking Tool http://www.google.com/toolbar
6. Quantcast Audience & Affinity Information www.quantcast.com
SEO 360⁰The Essentials of Search Engine Optimization
SEO 360⁰ ‘White Paper’http://budurl.com/SEO360
This & other research & white papers @ www.MilesMedia.com/insight
RESOURCES
FOR RESOURCES OR TO CONNECT:www.MilesMedia.com/insightwww.Twitter.com/milesmediawww.Twitter.com/kiwicolorado
SEO 360⁰The Essentials of Search Engine Optimization
Chris AdamsDirector of Online Marketing, Miles Media
[email protected]: 1 941 342 2323
www.Twitter.com/kiwicoloradowww.MilesMedia.com/insight
