Tweet To Be Heard: Social Media Conference Mexico 2011: SEO
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Transcript of Tweet To Be Heard: Social Media Conference Mexico 2011: SEO
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SEO is still evolving (if you ask me)
2
SEO is complex and boring... No one
could
really
explain it to
me...(in a context I
could
understand)
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Would you buy a plane ticket if
you didnt know where you were
going?
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Start with
what you
know:
where do
you want
to go and
why
Start with
what you
know:
where you
want to go
and why
So I started
with where I
wanted to go
and why:
Start with
what you
know
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SEO: search engine optimization
Website
Marketing plan
Brand
Marketing goals (analytics)
SEO is a Marketing function...
ROI
your
SEO
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Find your Target Market...
Before the
website you need a
marketing plan Brand Company Product or
serviceMarketing...
Sales
A website is part of your sales funnel ...
Have a
conversion
Plan
What counts is conversions to sales, if that’s your business objective. Poorly executed SEO may work against conversions if it turns off human prospects.
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SEO:
Puts your
website in
front of your
tarket market
based on
how they
search the
web using
keywords
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I Your Brand...
Your
Brand
because
what you
sell is not
who you
are..
Know what makes you different...
Gives credibility & presence...
How does a
website
help me
market?
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I sell 000s..Pick me!
I sell 000s..Pick me!
I sell 000s..Pick me!
To stand out from the competition...
How does a
website
help me
market?
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Lets you share information easily...
How does a
website
help me
market?
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Converts people to my Brand...
How does a
website
help me
market? ‘A website isn’t doing its job until it is bringing clients through the door.
Its what it was built to do in the first place’
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Now find me ...
Pick me!
Pick me!
Pick me!
Pick me!
Pick me!
Pick me!
Pick me!
Pick me!
...Among
the 266
million
other
websites
on the
internet
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HUH?
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Start with specific goals...
Know what
you want
from your
website
and who
your target
market is
Grafic designer?Social Media
Manager?
Programmer?
SEO Manager?
Marketing Director?
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You remember a website that didnt
work well... long after you remember
what it looked like...
Design...
People
ignore
design that
ignores
people.— Frank Chimero
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Lead
Generation?
Share
Content?
E-Commerce? Customer
Service?
Attractive Attention (Bounce)
Approachable (clear purpose)
Call to Action (CRO / CTR)
What do I
need to
consider
when I start?
What do
you want
your
website to
do?
Design...
(The 4A’s of user experience (ux))
Layout:
How do
People
navigate a
website?
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Dont waste your
Prime website real estate...
Testing: Multivariate and AB
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...Do you know what
features people
respond to most on a webpage?
Multivariate (MVT) experiments test different versions of content within a page.them
A/B experiments test involve testing one page against one or more alternate pages. Each version of the page has its own URL.
Design...
Layout:
What
makes
people
CLICK
(Click through rate)
It can make the difference between a site that converts at 1% and a
site that converts at over 3% ‘
‘In order to improve your website’s ability to convert visitors into
qualified leads, we must understand your brand positioning and the needs of your potential
customers.
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You must help the search
engines find their way
through your site and
webpages.
Design...
From a SEO perspective:
the perfect webpage has no graphics, no javascript
code, no tables; it uses no special plug-ins and
contains a lot of normal, readable text.Layout:
How do
Search
Engines
navigate
and sort a
webpage?
...this may not be the way spiders see them...since in the HTML code
this is just the opposite, the page may not be noticed as keyword-rich.
Keywords in the first paragraph of a page weigh more than keywords in the
middle or at the end.
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If your site
is ‘design
optimized’
for people
& search
engines
then you
are ready
for SEO...
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Search Engine Optimization...
Google’s Golden Triangle
Where do
people
Click on
Google?
70% of the people Click on the first 4 links
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Search Engine Optimization...
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What counts is conversions to sales, if that’s your business objective. Poorly executed SEO may work against conversions if it turns off human prospects.
Marketing
1. KEYWORDS: The words used to describe my brand, company and product that people will most likely use to search for them on line. The more relevant keywords I place strategically in my site & in social media, the better chance I have of ranking well in the search engines.
2. LINKS (internal and inbound): 1. Links in my site linking one page to another. 2. Links on relevant websites where my web address (URL) appears. These sites are ʻdoorsʼ toward my site making it more noticable to the search engines. (ʻAnchor Textʼ in the link: using a max of 3 keywords)
3. INDEXED PAGES: Search engine robots routinely search and catalogue pages in a website, the more pages catalogued the better chance of ranking. Internal links and programming quality determine the ease with which the search bots can travel tthrough a site and find pages to catalog
4. GOOD PROGRAMMING (code): Avoid road blogs for search engine robots, optimize internal search factors: Links, tags, titles and text, visible & invisible
Search Engine Optimization...
1) ‘Bots’ Help search engines search your web page from top to bottom.
2) Algorithms find keywords & keyword phrases and help search engines determine how to prioritize your content in their search results.
SEO:
What do I
need for
Google to
find me?
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KNOW your marketing goals...
1. CRO (Conversion rate optimization): Analyzing and improving the rate at which people perform the desired ʻcall to actionʼ required in my website.
2. CTR (Click through rate): The rate at which people click on links: leading to my website from a search engine or other website where my address appears or on links inside my site
3. GOOGLE PAGE RANK: Determines how important my page is to Google (0 - 10)
4. SEARCH ENGINE RESULTS PAGE (SERP): Determines my placement on a search engine when people search my keywords. (tool: Proxify)
5. SITE ANALYTICS: Determines the traffic to my site and the navigation within it. Filtered results determine keyword popularity & page popularity.
6. HEAT MAPS: An application added to your website so you can track how users navigate your site
8. WEBGRADER: A Hubspot tool that can assess your site and point out weak spots.
Analytics
locate
opportunity
‘Reports are
not
analytics’
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Search Engine Optimization...
How to
manage
tasks and
resources
What happened to ‘marketing’?
KEYWORDS are the key to everything...
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Overview
SEO
Social Media
TARGET MARKET
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Content is King !!...
Keywords:
This is how
sees them
Most results come from the ‘long tail’ of combinations of keywords.
Your Competition on line is anyone
using your same keywords...they may have nothing to do with your
industry
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Pick me!
‘A number 1 ranking on Google is great but it won't help your business if it is for the wrong
keyword’
Were you looking for Bunnies?
Relevancy...
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Find the best keywords...
How to get
started &
what
matters
How does Google assign relevance to the word "orange" on a page?
They determine orange is related to the fruit set or to the color set by page context.
4%per page
Keyword Density vs.
Keyword Placement
You just left the keyword density building and crossed the street into ‘term
weights’.
30www.conversationmarketing.com
Analytics + SEO = Content
Reports do not equal Analytics
Analytics draw conclusions
Analytics locate opportunity
Use analytics to find the best-performing content (opportunity).
How to create the best content...
Keywords:
Content
and
Analytics Then you can use the results to
decide what to write next.
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Off page SEO: 75% important...
Links:
Inbound
links
Link building
Directories
Partners
Blog
Video / photo
Social media
Forums and Wikis
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Links
Internal
links
Internal links help the search engines find more pages in your website and index them.
Keep the doors wide open
On Page SEO 25% important...
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Programming...
To manage
your
website you
need to
understand
your
Site mapProgramming goal: Avoid road blocks
that prevent the search robots from travelling through your website
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Programming...
Learn what
makes up a
website so
you know
how to
administer
your site
RSS
API
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Social Media affects SEO...
Social
media is
off page
SEO
Can you get a domain ranking using just
Facebook likes and Tweets? YES
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Know your marketing goals if not...
your SEO will always be out of
context
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www.qlick.com.mxQLICK – Social Media Strategy
1. Identifica En donde se desarrolla la conversación
2. Involúcrate.
3. Dirige la conversación contestando la pregunta...
3 pasos para liderazgo
¿Porque elegir mi marca?
18Tuesday, March 29, 2011
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Katy Ochoa, Director
Qlick: Social Media management, Facturas Electronicas & Portal de Proveedores
DM us on Twitter: @kqlick Friend us on FB: portalqlickEmail us at: [email protected]
For a copy of this presentation
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www.qlick.com.mxQLICK – Social Media Strategy
1. Identifica En donde se desarrolla la conversación
2. Involúcrate.
3. Dirige la conversación contestando la pregunta...
3 pasos para liderazgo
¿Porque elegir mi marca?
18Tuesday, March 29, 2011
38
Search spiders /
robots‘Search’
Algorhithms‘Sort’
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www.qlick.com.mxQLICK – Social Media Strategy
1. Identifica En donde se desarrolla la conversación
2. Involúcrate.
3. Dirige la conversación contestando la pregunta...
3 pasos para liderazgo
¿Porque elegir mi marca?
18Tuesday, March 29, 2011
39
Links
Terms to understand
follow / no follow (inbound links)
link building link baiting
anchor text optimization
internal links image links
inbound links / back links
BETA link relevancy
long tail keywords narrow keywords related keywords
keyword densitymeta tags / meta
descriptionskeyword phrases
keyword competition
ppc (pay per click) CMS (content management system)
RSS (really simple syndication *)
API (aplication programming interface)
site map
H tags URLHTML, Javascript, PHP, ASP.net ect...
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www.qlick.com.mxQLICK – Social Media Strategy
1. Identifica En donde se desarrolla la conversación
2. Involúcrate.
3. Dirige la conversación contestando la pregunta...
3 pasos para liderazgo
¿Porque elegir mi marca?
18Tuesday, March 29, 2011
40
Links
Top 10
mistakes
2011:
Design
&
SEO
No clear call to action Targeting the wrong keyword
No social proof Ignoring the title tag
Too much stuff Flash with out HTML alternative
Lack of logic Javascript in menus
Copy is difficult to readLack of consistancy and
maintenance
No visitor captureConcentrating too much on
meta tags
No headline Ignoring the URL
No Flow Back link spamming
No testing Lack keywords in content
No mobile version Using only images for headings18
www.qlick.com.mxQLICK – Social Media Strategy
1. Identifica En donde se desarrolla la conversación
2. Involúcrate.
3. Dirige la conversación contestando la pregunta...
3 pasos para liderazgo
¿Porque elegir mi marca?
18Tuesday, March 29, 2011
41Google: Website Speed is a Ranking Parameter
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www.qlick.com.mxQLICK – Social Media Strategy
1. Identifica En donde se desarrolla la conversación
2. Involúcrate.
3. Dirige la conversación contestando la pregunta...
3 pasos para liderazgo
¿Porque elegir mi marca?
18Tuesday, March 29, 2011
42 18
www.qlick.com.mxQLICK – Social Media Strategy
1. Identifica En donde se desarrolla la conversación
2. Involúcrate.
3. Dirige la conversación contestando la pregunta...
3 pasos para liderazgo
¿Porque elegir mi marca?
18Tuesday, March 29, 2011
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