Webmarketing123 Your Toughest SEO Questions, Answered! 5-08-2012
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Transcript of Webmarketing123 Your Toughest SEO Questions, Answered! 5-08-2012
Your Toughest SEO Questions, Answered!
Today’s Host:
Alex Dunks
Senior SEO Strategist
facebook.com/webmarketing123
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Founded in 2004
120+ Clients
Custom KPI-based Scorecards
Proprietary Attribution Tool
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Are the slides available?
Some Practical Matters
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Some Practical Matters
#webmarketing123
Are the slides available?
Connect with us
on Social Media
Some Practical Matters
Yes! Just email
#webmarketing123
Are the slides available?
Connect with us
on Social Media
Some Practical Matters
Yes! Just email
#webmarketing123
facebook.com/webmarketing123
#webmarketing123
Are the slides available?
Connect with us
on Social Media
Want to learn more?
Some Practical Matters
Yes! Just email
#webmarketing123
facebook.com/webmarketing123
#webmarketing123
Are the slides available?
Connect with us
on Social Media
Want to learn more?
Some Practical Matters
Yes! Just email
#webmarketing123
facebook.com/webmarketing123
Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
#webmarketing123
Are the slides available?
Connect with us
on Social Media
Want to learn more?
Some Practical Matters
Yes! Just email
#webmarketing123
facebook.com/webmarketing123
Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
visit bit.ly/wm123seo
#webmarketing123
1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, Duplicate content, Image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#webmarketing123
1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, Duplicate content, Image SEO,
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#webmarketing123
THERE ARE 4 BILLION SEARCHES ON GOOGLE EVERY DAY
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Q: How do search spiders crawl the web?
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Search bots follow links to get from page to page
Q: How Do Search Spiders Crawl the Web?
Home Page
Category Level Page
Product Level Page1
Product Level Page2
Data Center
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• Crawling:
• Discovering new and updated pages on the web • Daily, weekly, monthly
Search bots follow links to get from page to page
Q: How Do Search Spiders Crawl the Web?
#webmarketing123
• Crawling:
• Discovering new and updated pages on the web • Daily, weekly, monthly
• Indexing:
• Compiling data from crawls into data centers
Search bots follow links to get from page to page
Q: How Do Search Spiders Crawl the Web?
#webmarketing123
• Crawling:
• Discovering new and updated pages on the web • Daily, weekly, monthly
• Indexing:
• Compiling data from crawls into data centers
• Serving Results:
• Based on relevancy • Over 200 factors considered • Content, keywords, links
Search bots follow links to get from page to page
Q: How Do Search Spiders Crawl the Web?
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Q: How do I influence how often Google crawls my
website?
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Several ways to positively influence search spiders to visit your site
Q: How Do I Influence Google to Crawl My Site?
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Several ways to positively influence search spiders to visit your site
Q: How Do I Influence Google to Crawl My Site?
• Regularly generate fresh and unique content
#webmarketing123
Several ways to positively influence search spiders to visit your site
Q: How Do I Influence Google to Crawl My Site?
• Regularly generate fresh and unique content
• Submit and verify an XML Sitemap through
Webmaster Tools
#webmarketing123
Several ways to positively influence search spiders to visit your site
Q: How Do I Influence Google to Crawl My Site?
• Regularly generate fresh and unique content
• Submit and verify an XML Sitemap through
Webmaster Tools
• Reduce the click-depth required to visit deeper
pages
#webmarketing123
Several ways to positively influence search spiders to visit your site
Q: How Do I Influence Google to Crawl My Site?
• Regularly generate fresh and unique content
• Submit and verify an XML Sitemap through
Webmaster Tools
• Reduce the click-depth required to visit deeper
pages
• Earn more links!
#webmarketing123
1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, Duplicate Content, Image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#webmarketing123
Q: What keywords should I optimize for?
#webmarketing123
Investigate Google Insights to compare long-term trends: www.google.com/insights/search
Keyword Optimization
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Select a mix of both “head match” and “long tail” keywords
Keyword Optimization
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• Best Practices
• Have a mix of both generic and
“long-tail” terms
• It’s not just about search volume
• Google your proposed search terms
to see if the sites ranking on page 1
are relevant to what your business
offers
• Look at search trends & social media
for your proposed keywords
• Expand on your keywords by finding
variations
Keyword Optimization Keyword selection is important because it determines the course of your campaign
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Keyword Optimization
Let’s look at a real working keyword list
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Q: How long does it take to advance in rankings?
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# of Keywords on the First Page over Time
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Q: How many keywords do I target per page?
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Develop a “mapping” document that targets 3-5 keywords per page
Q: How Many Keywords To Target Per Page?
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A: Develop Content Silos Consider your site’s thematic structure
• Thematically Group Pages
Around Keywords
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
• Search Engine Spiders Can
See a Theme Across Your Site
That Makes Sense
Mobile
Enterprise
SMB
Other Relevant Internal Pages
Mobile SMB Enterprise
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Q: How to write about keywords without overdoing
it?
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Develop naturally written, “non-spammy” content
Q: How to Include Keywords Without Overusing?
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• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
Develop naturally written, “non-spammy” content
Q: How to Include Keywords Without Overusing?
#webmarketing123
• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
• Avoid Doing These
• Try to trick search engines with manipulative tactics
• Using Flash (you exclude your iphone & ipad users)
• Overusing your keywords: Read it out loud!
Develop naturally written, “non-spammy” content
Q: How to Include Keywords Without Overusing?
#webmarketing123
1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO,
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#webmarketing123
Q: Why do links matter?
#webmarketing123
Serve as “votes” for your website
Q: Why do links matter?
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Q: How do I acquire inbound links?
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On-page content needs to be supported by other content channels
Q: How Do I Get More Inbound Links?
#webmarketing123
• Support your content with other
relevant sources such as:
• Company blog
• Newsletters
• Facebook posts
• Tweets
• White papers
• Case studies
• Infographics
On-page content needs to be supported by other content channels
Q: How Do I Get More Inbound Links?
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Become a trusted source Is your content worthy of being shared?
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Become a trusted source Is your content worthy of being shared?
What You Need to Offer:
• Unique Research
• Informed Opinions
• News/Trend Analysis
• Authentic Expert Contributors
Industry relevant
blogs
Mentioned in news
publications
Cited at conferences +
events
Liked/Shared on
Links are
Tweeted/Retweeted
Links from Forums
Courtesy: SEOmoz
#webmarketing123
1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#webmarketing123
Mobile, Tablet & Voice Search
All encourage the user to focus on top 3-4 results, “above the fold”
#webmarketing123
Mobile, Tablet & Voice Search
All encourage the user to focus on top 3-4 results, “above the fold”
#webmarketing123
Google Algorithm Updates - Panda
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Google Algorithm Updates - Penguin
• Penguin
• Targeting “webspam” and “overoptimization”
• Black Hat Techniques
• Link Schemes / Spam
• Keyword Stuffing
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Q: What are best practices for dealing with duplicate
content?
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Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
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Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
Image courtesy of:
http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A
AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg
#webmarketing123
Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
• Recognize duplicate content
Image courtesy of:
http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A
AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg
#webmarketing123
Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
• Recognize duplicate content
• Use 301 redirects where possible
Image courtesy of:
http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A
AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg
#webmarketing123
Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
• Recognize duplicate content
• Use 301 redirects where possible
Image courtesy of:
http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A
AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg
• Implement rel=canonical
#webmarketing123
Best practices for handling duplicate content issues
Q: How Do I Deal With Duplicate Content?
• Recognize duplicate content
• Use 301 redirects where possible
Image courtesy of:
http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A
AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg
• Implement rel=canonical
• URL parameter handling
#webmarketing123
Q: How do I optimize a site with lots of images?
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Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
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Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
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Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
Alt Tag
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Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
Alt Tag
Descriptive
File Name
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Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
Alt Tag
Descriptive
File Name
Captions
around/near
images
#webmarketing123
Best practices for media-rich websites
Q: How Do I Optimize a Site with Many Images?
Alt Tag
Descriptive
File Name
Captions
around/near
images XML
Sitemap
Extension
#webmarketing123
1 How does Google rank websites? How does Google discover, index, and rank webpages?
2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales
3 Links: Inbound and Internal Demystify the rumors about link building
4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO
5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal
Webinar Agenda
#webmarketing123
Q: How do I invest in something that is constantly
changing?
#webmarketing123
Q: How do you measure ROI?
#webmarketing123
Set up Goals
• Define conversions for your business goals
• Set your goal values
• Analyze which keywords are leading to more
conversions and work to strengthen them in your
links and content
• Consider removing poor-performing keywords from
your campaign
• Observe where visitors abandon the goal path and
analyze the data to determine why
Use website analytics to track goal completions
Q: How Do I Measure ROI?
#webmarketing123
Dig into the market trends to determine your strengths and focus on continually improving your position
• Compare your metrics to past data
• Observe possible seasonality factors
• Track your progress through non-paid, non-branded traffic trends
Q: How Do I Measure ROI?
#webmarketing123
Online attribution management tools can close the loop from first touch to closed deal
Q: How Do I Measure ROI?
#webmarketing123
Online attribution management tools can close the loop from first touch to closed deal
Q: How Do I Measure ROI?
#webmarketing123
Online attribution management tools can close the loop from first touch to closed deal
Q: How Do I Measure ROI?
Allows for 360 tracking from initial keyword search to closed opportunity by uncovering
data from Analytics and CRM into unified view.
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Key Takeaways
#webmarketing123
Key Takeaways
1 SEO is Constantly Evolving: Take advantage of tools and resources
(many of them free!) to stay up to date on latest search marketing trends.
#webmarketing123
Key Takeaways
1
2
SEO is Constantly Evolving: Take advantage of tools and resources
(many of them free!) to stay up to date on latest search marketing trends.
Know Your Goals: Regardless of tactics utilized, don’t lose site of
overall strategy and expected outcomes.
#webmarketing123
Key Takeaways
1
2
3
SEO is Constantly Evolving: Take advantage of tools and resources
(many of them free!) to stay up to date on latest search marketing trends.
Know Your Goals: Regardless of tactics utilized, don’t lose site of
overall strategy and expected outcomes.
Prove the ROI: Continue to demonstrate the ROI of digital marketing
by measuring outcomes and reallocating budget to highest performing
channels.
#webmarketing123
• Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!
• Email [email protected]
• Or visit bit.ly/wm123seo
#webmarketing123
- “Cost of the Problem” Analysis: Discover the cost of not ranking
in the top positions on search engines. How much revenue is being
lost to competitors with the best rankings?
- Take a hard look at your competitors: Find out where you rank
against your top competitors and what tactics they’re employing.
- Comparison of different digital strategies: Paid Search, Organic
Search, Display Advertisiing, Social Media Marketing.
Request a Consultation: bit.ly/wm123seo
What can you expect from speaking with one of our analysts?
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Next Week: Does 1+1= 3? Combine SEO + PPC & See