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SEO Bootcamp Dee Rambeau Vice President Business Development & Product Marketing Micha Hanson Director of Optimization /UI/UX Twitter @mhanson Thursday, May 20, 2010
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Denver SEO Bootcamp

Aug 31, 2014

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Page 1: Denver SEO Bootcamp

SEO Bootcamp

Dee RambeauVice PresidentBusiness Development & Product Marketing

Micha HansonDirector of Optimization /UI/UXTwitter @mhanson

Thursday, May 20, 2010

Page 2: Denver SEO Bootcamp

Search engine users’ habits

• Half of all search engine users enter only a single query at a time.

• A typical user visits only the top 3 search results.

• 55% of users only visited 1 result!

• Only 19% of visitors clicked through to a second page from their search result.

• Searchers reported over half of search results were not relevant to what the searcher wanted!

Source: SEOMoz.org

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Page 3: Denver SEO Bootcamp

SEO is an extension of marketing & PR.

• Your goals should be to build websites and content that is geared toward your searchers and regular visitors interests.

• Be informative, write good and ‘fresh’ content for your visitors. Give readers reason to come back.

• Writing good content, and having new and relevant information is really a public relations function!

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Page 4: Denver SEO Bootcamp

Anatomy of a search result!

• The Page Title-page title is the data that is pulled from your title information in the head section of your page. This is the data given in the <title></title> tags.

• The description or the text seen right below the title (Snippets) - This information is normally seen as a text in around 25 words (160 characters long). This information is taken from three sources.

• The meta description <meta name=”description” content” what you want to appear beneath the page title in SERPS”>

• The DMOZ open directory

• When the information is not available from the above two places, Google searches for contextual content from your sites copy and picks up relevant information from either a single paragraph or one or more sentences from all over the page.

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Page 5: Denver SEO Bootcamp

Search Engine Breakdown 2010

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Search Engine Breakdown 2010

Bing Launch

Google 81.53%Bing 8.47%Yahoo! 8.28%AOL 0.87%Windows Live 0.0%

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Page 7: Denver SEO Bootcamp

Steps• Define Audience & Targets

• Research & Listen

• Set Goals & Refine Objectives

• Keyword and Topic Research

• Content Optimization

• Distribution and Promotion

•Measurement

•Wash-Rinse-Repeat

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Page 8: Denver SEO Bootcamp

Target Audience

• Define your target audience and their interests (Persona).

• Age

• Gender Specific?

• Education Level?

• Income?

• Ethnicity? Language?

• Family status

• Job title and responsibilities

• Goals and tasks they are trying to complete

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Page 9: Denver SEO Bootcamp

Audience Example

• Targeted Traffic Niche SitesTargeting Women

• Kirtsy – Women’s News

• Stylehive – Style Bookmarking

• Chictini – Woman’s Style

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Page 10: Denver SEO Bootcamp

Listening

• Once you know ‘who’ you are looking to attract online, and what there interests are, look for places they are already congregating and ‘Listen’ for common conversations.

• Look for opportunities: unanswered questions, pain points, dissatisfaction with competitors etc.

• Develop individualized lists of concepts based on these opportunities.

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Page 11: Denver SEO Bootcamp

Listening Apps (free)

• Google Alerts http://www.google.com/alerts

• Technorati http://technorati.com/

• Socialmention http://socialmention.com/

• Evri http://www.evri.com/

• Twitter search advanced http://search.twitter.com/advanced

• Google Blog Search http://blogsearch.google.com/

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Page 12: Denver SEO Bootcamp

Research Target Topics

•Ways of Determining Target Topics

• Market research (Forester, Nielsen...)

• Survey existing users, customers (surveymonkey, woofu, etc..)

• Focus groups.

• Social Media Buzz

• Google Insights

• Google AdPlanner

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Page 13: Denver SEO Bootcamp

Setting Goals

Raw TrafficUsed mostly when you can monetize traffic without user actions or purchases / donations on your site (usually through advertising).

E-Commerce SalesUsed when you have products / services that are directly available for sale on your website

Mindshare/BrandingUsed when you are focused on attracting attention from a ‘target segment’ more so than any direct traffic or monetization goals. (new members / participation)

Lead Acquisition

Searches that have commercial intents that can't be fulfilled directly online. (services, consulting etc..)

Reputation Management Either bolstering a positive online reputation, or mitigating negative voices online.

Engagement .Using multiple touch points or ‘engagement’ opportunities with potential customers for products or services requiring a longer sales cycle.

Ideological Sway / Influencer Engagement Using SEO to sway public, private, or particular influencer our outlets opinion about a particular topic, brand etc.

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Page 14: Denver SEO Bootcamp

Keyword Research

Keyword(s):

a word (or combination of words) that a search engine user might use to find relevant indexed web page(s). If a keyword doesn’t appear anywhere in the text of your web page, it’s highly unlikely your page will appear in the search results.

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Page 15: Denver SEO Bootcamp

Organizing your keywords

• Use a spreadsheet to organize your keywords based on your personas ad targets.

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Page 16: Denver SEO Bootcamp

Finding Keywords

• I like to start my initial seed keyword concepts with the following:

• Soovle http://soovle.com/

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Page 17: Denver SEO Bootcamp

Finding Keywords (tools)

• Google Adwords Keyword tool: https://adwords.google.com/select/KeywordToolExternal

• WordTracker http://www.wordtracker.com/

• Keyword Discovery http://www.keyworddiscovery.com/

• OptimizationMax (PRNewswires Optimization Tool)

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Page 18: Denver SEO Bootcamp

Mapping competition.

• Simple search (Google SERP)

• Paid tools (Keyword Difficulty tool at SEOmoz.org)

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Page 19: Denver SEO Bootcamp

Top 5 Ranking Factors (all)(From SEOmoz.org http://www.seomoz.org/article/search-ranking-factors#overview)

• Keyword Focused Anchor Text from External Links

• External Link Popularity (quantity/quality of external links)

• Diversity of Link Sources (links from many unique root domains)

• Keyword Use Anywhere in the Title Tag

• Trustworthiness of the Domain Based on Link Distance from Trusted Domains

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Page 20: Denver SEO Bootcamp

On-Page Factors (Keyword Specific)(http://www.seomoz.org/article/search-ranking-factors#on-page-keyword-specific-ranking-factors)

• Keyword Use Anywhere in the Title Tag

• Keyword Use as the First Word(s) of the Title Tag

• Keyword Use in the Root Domain Name (e.g. keyword.com)

• Keyword Use Anywhere in the H1 Headline Tag

• Keyword Use in Internal Link Anchor Text on the Page

• Keyword Use in External Link Anchor Text on the Page

• Keyword Use as the First Word(s) in the H1 Tag

• Keyword Use in the First 50-100 Words in HTML on the Page

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Page 21: Denver SEO Bootcamp

Off-Page Factors (Keyword Specific)

• Keyword-Focused Anchor Text from External Links

• External Link Popularity (quantity/quality of external links)

• Diversity of Link Sources (links from many unique root domains)

• Page-Specific TrustRank (whether the individual page has links from trusted sources)

• Global Link Popularity (PageRank)

• Topic-Specificity/Focus of External Link Sources

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Page 22: Denver SEO Bootcamp

Bonus Points! (Image Optimization)

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Page 23: Denver SEO Bootcamp

Bonus Points! (Localization)

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Page 24: Denver SEO Bootcamp

Use PPC to Test

• You can use PPC to test concepts before investing lots of time and resources into SEO strategies.

• Testing with PPC can give you an idea of traffic to expect.

• Testing with PPC can tell you conversion rates.

• PPC allows you to do A/B testing on language.

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Page 25: Denver SEO Bootcamp

Measurement (things to track)

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Page 26: Denver SEO Bootcamp

News Site Traffic Landscape

Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic.

! Yahoo News

! Google News

! New York Times sites

! CNN

! China’s QQ.com

! BBC

! MSN

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Page 27: Denver SEO Bootcamp

News Site Traffic Landscape

Yahoo ranks as the top global news site. Google News is the second largest online news property in the world in terms of traffic.

! Yahoo News

! Google News

! New York Times sites

! CNN

! China’s QQ.com

! BBC

! MSN

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Page 28: Denver SEO Bootcamp

News Search

The press as well as prospects are using news search engines

• 98% of journalists go online daily

• 92% for article research

• 81% to do searching

• 76% to find new sources, experts

• 73% to find press releases

• On an average day, 68 million American adults go online

• 30% use a search engine to find information

• 27% get news

Sources: Middleberg/Ross Survey and Pew Internet and American Life Project

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Page 29: Denver SEO Bootcamp

News Search

The press as well as prospects are using news search engines

• 98% of journalists go online daily

• 92% for article research

• 81% to do searching

• 76% to find new sources, experts

• 73% to find press releases

• On an average day, 68 million American adults go online

• 30% use a search engine to find information

• 27% get news

Sources: Middleberg/Ross Survey and Pew Internet and American Life Project

Search World 2008

DIRECTORIES

BLOGS

VIDEOPODCASTS

ARTICLES NEWS

IMAGES

SITE CONTENT

NETWORKING SITES

SOCIAL SITES

SHOPPING SITES

Nextag LinkedIn

SOCIAL BOOKMARK

Del.ico.us

RSS Feeds

ODEO

Business.com

YouTube

Wordpress

Mixx

Google News

PR Newswire

Flickr

Facebook

InternationalUS

Local

WEB SITES

SEARCH ENGINES

© 2008 Elliance. All Rights Reserved | www.elliance.com

Thursday, May 20, 2010

Page 30: Denver SEO Bootcamp

Optimized Press Releases

© 2007 Elliance. All Rights Reserved | www.elliance.com

How Optimized Press Releases Impact Visibility

Publish to Site Push to Industry Publications

Use PR Distribu-tion Service

Optimize Press Release

Press releases can be an important part of search strategy. However, bene!ts vary with the tactic used.

Media outlet pickup

Authoritative inbound links

Search engine news results

Media outlet pickup

Generate social media buzz

Generate social media buzz

Authoritative inbound links

Possible higher ranking

Possible inbound links

Visits from prospects & customers

Visits from prospects & customers

Visits from prospects & customers

Visits from prospects & customers

++ +

Source: Elliance.com via SeachengineLand.com

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Page 31: Denver SEO Bootcamp

Optimized Press Releases

© 2007 Elliance. All Rights Reserved | www.elliance.com

How Optimized Press Releases Impact Visibility

Publish to Site Push to Industry Publications

Use PR Distribu-tion Service

Optimize Press Release

Press releases can be an important part of search strategy. However, bene!ts vary with the tactic used.

Media outlet pickup

Authoritative inbound links

Search engine news results

Media outlet pickup

Generate social media buzz

Generate social media buzz

Authoritative inbound links

Possible higher ranking

Possible inbound links

Visits from prospects & customers

Visits from prospects & customers

Visits from prospects & customers

Visits from prospects & customers

++ +

Source: Elliance.com via SeachengineLand.com

@TwitterUser RT @PRNewswirePR Newswire Waives Distribution Fees for #Haiti Earthquake Related News Releases - http://tr.im/KjBv

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Page 32: Denver SEO Bootcamp

What do you optimize?

PRNwwsWire.comPRWeb.comezinearticles.comarticlecity.com

Article Optimization

</H1><H1> 7 Cool Ways to Use Digital Signage

digital-signage.html

2

6

3Use keywords in the !rst paragraph.

Submit to article & PR sites

Use keywords in !lenames.

1 Include title in H1 tags.

Post the article to your own site

Yes No

5 Wait for Google to index the page.

Indexed by search engines?

4

© 2008 Elliance. All Rights Reserved | www.elliance.com

Thursday, May 20, 2010

Page 33: Denver SEO Bootcamp

What do you optimize?

PRNwwsWire.comPRWeb.comezinearticles.comarticlecity.com

Article Optimization

</H1><H1> 7 Cool Ways to Use Digital Signage

digital-signage.html

2

6

3Use keywords in the !rst paragraph.

Submit to article & PR sites

Use keywords in !lenames.

1 Include title in H1 tags.

Post the article to your own site

Yes No

5 Wait for Google to index the page.

Indexed by search engines?

4

© 2008 Elliance. All Rights Reserved | www.elliance.com

Content available multiple locations.

Key SEO Elements•Page Title•Headline (H1)•Sub Headline (H2)•Body

Thursday, May 20, 2010