SEO Presentation - Present

SEARCH ENGINE O

PTIMIZATIO

N

• H e l p i n g c u s t o m e r s s u c c e s s f u l l y m a r ke t o n l i n e s i n c e 2 0 0 6 .• We w o r k w i t h m o r e t h a n 1 , 8 0 0 c l i e n t s , d i r e c t l y a n d a s a n

o u t s o u r c i n g p a r t n e r t o m a j o r n a t i o n a l m a r k e t i n g c o m p a n i e s .

• O u r c u s t o m e r s s u c c e s s f u l l y c o m p e t e o n l i n e .

• S e a rc h I n fl u e n c e :• 3 0 + f u l l - t i m e e m p l o y e e s• 4 0 + c o n t r a c t w r i t e r s

• Re p u t a t i o n :• A m o n g t o p 5 L o c a l S e a r c h e x p e r t s i n t h e c o u n t r y• L a r g e s t O n l i n e M a r k e t i n g fi r m o n t h e G u l f C o a s t• N a t i o n a l l e a d e r i n S o c i a l M e d i a f o r l o c a l b u s i n e s s

About Search Influence

Assumptions

• Websi tes are an aff ordab le and important par t o f your market ing mix .

• Everyone (every target market ) i s on l ine .

• A webs i te i s worth less i f no one can fi nd i t .

• People use search eng ines (Google) to fi nd s tuff on l ine .

Deconstructing Google

Paid Search Results

Local Search Results

Organic Search Results

Source: Optify Study, December 2010

37 % of clicks go to the #1 position

60% of clicks go to the top 3

90% of clicks go to sites on page 1

Why is SEO Important?

SEO and The Long Tail

• Local / Long Tail Searchers are Buyers

• Zappos is the only one winning with “Shoes”

Commercial Truck Tracking

Baton Rouge Signs

Baton Rouge Signs

Huntsville Homebuilder

Google Domination

Google Domination

Te c h n o l o g y C o n s u l t i n gH e a l t h I n f o r m a t i o n P l a s t i c S u r g e o nG e n e r a l I n f o r m a t i o n

s i t eE n v i r o n m e n t a l

N o n p r o fi tH a i r S a l o nM a r k e t R e s e a r c hL u x u r y C a r D e a l e rS t o c k 3 D g a l l e r yP o l i t i c a l F a n S i t e2 Y e l l o w P a g e s

d i r e c t o r i e s

Google Domination

A l m o s t 1 m i l l i o n o r g a n i c v i s i t s o v e r t h e c o u r s e o f a y e a r

The SEO Basics

• On-s i te opt imizat ions• Keyword se lec t ion• Conten t

• Off -s i te opt imizat ions• L inks

The SEO Basics - Keywords

How do peop le search the in ternet for your bus iness?

Cons iderat ions :• Search vo lume• Compet i t i on• True mean ing o f keywords


• Search Volume • Use too l s

h t t p s : / / a d w o r d s . g o o g l e . c o m / s e l e c t / Ke y w o r d To o l E x t e r n a l

• Examp le : compute r repa i r bus iness

https://adwords.google.com/select/KeywordToolExternal


How do peop le search the in ternet for your bus iness?

Cons iderat ions :• Compet i t ion

The SEO Basics

CONTENT

The SEO Basics - Content

• AT A MINIMUM, answer the fo l lowing quest ions (and say i t w i th keywords) !• What i s you r name?• What do you do?• Where do you do i t ?


• Make sure your keyword i s not on ly in the content , but tagged throughout your page.• Ti t l e tag• H1 tags• Meta desc r ip t i on• Image a l t tags

DON’T BE SPAMMY

The SEO Basics - Links

• L inks are REALLY important .

• Page Rank i s the or ig ina l Google a lgor i thm.

• The more l inks you have and the h igher the qua l i ty o f those l inks , the bet ter.


The best l inks…• Are f rom the s i tes w i th the most l inks

po int ing to them.

• L ink the keyword you want to assoc iate w i th that page (anchor text l ink) .

The SEO Basics - LinksEXAMPLEK e y w o r d : 2 4 h o u r r e s t a u r a n t s n e w o r l e a n s

S i t e : h t t p : / / w w w. n o l a 2 4 7 . c o m /

http://www.nola247.com/

The SEO Basics - LinksK e y w o r d : 2 4 h o u r r e s t a u r a n t s n e w o r l e a n s

S i t e : w w w. n o l a 2 4 7 . c o m

R a n k – G o o g l e O r g a n i c

To t a l A n c h o r Te x t L i n k s


What eff ect d id increas ing my rank have on t raffi c?


What eff ect d id increas ing my rank have on t raffi c?

Acqui red anchor text l inks for the fo l lowing:

new orleans 24/7 restaurants24 hour restaurants new orleans24 hour locations new orleans24 hour food new orleansnew orleans 24 hour locations


V i s i t s F r o mS e a r c hE n g i n e s

A v e r a g eP o s i t i o nI nG o o g l e


• HOW TO GET L INKS?• Pub l i sh con ten t tha t peop le wan t to l i nk to .• Pub l i sh con ten t e l sewhere , and l i nk to you r

s i te .• L i s t you r s i te i n d i rec to r i es .• Leve rage you r PR.• Do a p resen ta t ion f o r D r. B lack and hope i t

y i e lds a l i nk f rom bus . l su .edu , a power fu l doma in .

The SEO Basics

• Se lect the r ight keywords .

• Bui ld re levant content .

• Get re levant l inks po int ing towards that content .

• Don’ t be spammy.

Google’s Algorithm

• In the past , Page Rank was the a lgor i thm.

• Now, Page Rank i s jus t a component .

Google's Algorithm

“Today we use more than 200 s igna ls , i nc lud ing PageRank , to o rde r webs i tes , and we update these a lgor i thms on a weekly bas is” - Goog le

http://www.google.com/about/corporate/company/tech.html

Google's AlgorithmS igna l s

• I nbound l i nks• Anchor tex t• Conten t and metada ta• Doma in name

Google's AlgorithmS igna l s

• I nbound l i nks• Anchor tex t• Conten t and metada ta• Doma in name• Soc ia l s i gna l s• Usage da ta• Loca l s igna l s• Conten t qua l i t y

Google Alg - Social

• # of ( re ) tweets and Facebook shares

• Author i ty o f those shar ing

How shou ld SEOs make th is happen for c l ients?

h t t p : / / s e a r c h e n g i n e l a n d . c o m / w h a t - s o c i a l - s i g n a l s - d o - g o o g l e - b i n g - r e a l l y - c o u n t - 55 3 8 9

http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389


Google Alg - Social

• # of ( re ) tweets and Facebook shares

• Author i ty o f those shar ing

How shou ld SEOs make th is happen for c l ients?

• Encourage c l ients to manage the i r own soc ia l accounts and pub l i sh in terest ing content .

h t t p : / / s e a r c h e n g i n e l a n d . c o m / w h a t - s o c i a l - s i g n a l s - d o - g o o g l e - b i n g - r e a l l y - c o u n t - 55 3 8 9



Google Alg – Usage Data

• Bounce rate

• Cl ick - thru rate

Google Alg – Usage Data

Google’s Ultimate Goal

To de l iver the best search resu l ts .



How do we take advantage o f th i s?



How do we take advantage o f th i s?

De l iver great content that i s h igh ly re levant .

Attract Links/Shares Naturally

Social Media

Social Statistics

Facebook (already out of date)

Importance of Social Engagement

Local Search Usage Study:15miles / comScore, Inc

Social Customers are Buyers

Local Search Usage Study:15miles / comScore, Inc

Questions?

SEO Presentation - Present

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