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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
The SEO Basics - 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
The SEO Basics - Keywords
How do peop le search the in ternet for your bus iness?
Cons iderat ions :• Compet i t ion
The SEO Basics - Keywords
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 ?
The SEO Basics - Content
The SEO Basics - Content
• 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 - Content
The SEO Basics - Content
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 SEO Basics - Links
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 /
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
The SEO Basics - Links
What eff ect d id increas ing my rank have on t raffi c?
The SEO Basics - Links
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
The SEO Basics - Links
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
The average position of the 5
previously mentioned keywords
The SEO Basics - Links
• 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
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
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
• Bounce rate – How often does someone c l i ck on your l ink , load the page, and immediate ly h i t the back but ton .
• Cl ick - thru rate – How often your resu l t was actua l ly c l i cked on a SERP (search eng ine resu l ts page) .
Google Alg – Usage Data
Google Alg – Usage Data
From what we learned earlier, we can see that the 4th result on this page does
not get clicked nearly as often as results at this position on the page
should. This could justify Google removing the result
from page 1.
Google’s Ultimate Goal
To de l iver the best search resu l ts .
Google’s Ultimate Goal
To de l iver the best search resu l ts .
How do we take advantage o f th i s?
Google’s Ultimate Goal
To de l iver the best search resu l ts .
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
T h i s a r t i c l e w a s b u i l t w i t h t h e i n t e n t i o n o f g o i n g v i r a l , a n d i t d i d , w h i c h a t t r a c t e d l i n k s o rg a n i c a l l y a n d m a n y d i g g s / l i ke s / s h a re s , m a k i n g t h i s p a g e p o w e r f u l t o l i n k o u t f ro m , a n d c o n t r i b u t i n g t o t h e a u t h o r i t y o f t h e d o m a i n .http://www.internettollfree.com/articles/would-your-mother-approve.html
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?