Search Engine Strategies Andre Jensen [email protected] Follow me on Twitter @SearchGiant.

Search Engine Strategies

Andre [email protected]

Follow me on Twitter @SearchGiant

Computer Login and Password

Login: CRN47413Password: AJ101811

ALL CAPS and the zeros are zeros

Day 1 – Last Week We Covered• How Search Results are Displayed

• Understanding your Keyword Market

• Content, content, content- Title tags- Meta Description Tags- Body Content- Header Tags <h1>- Link Text- Alt Tags

Search Engine Strategies Day 2

•Free SEM Tools and Resources

•Writing Proper Titles and Meta Tags

•Blog Optimization

•Twitter, Facebook, YouTube

Search Engine Strategies Day 3

•Pay-for-Placement

•Site Clinic – Send Your URLs to [email protected]

•How to ensure your SEO/SEM efforts suck

•Random Questions and Answers

Free Tools and Techniques

•Link Popularity

•Search Engine Saturation (Site Sat)

•Search Engine Submissions

•Keyword Density Analyzer

•Newsletters

•Misc. Tools and Resources

Link Popularity• Link popularity check is one of the best ways

to quantifiably and independently measure your website's online awareness and overall visibility. Simply put, link popularity refers to the total number of links or "votes" that a search engine has found for your website.

http://siteexplorer.search.yahoo.comor

link:yourdomain.comlink:www.yourdomain.com

LETS DO THIS!!!Enter your Domain or

link:www.highschoolrudyawards.com

Link Popularity Results

Search Engine Saturation• Search Engine Saturation simply refers to the

number of pages a given search engine has in its index for your website domain. Not all search engines report this information but enough of them do to create some meaningful benchmarks for your search engine marketing campaigns.

http://siteexplorer.search.yahoo.comOr

Site:yourdomain.comSite:www.yourdomain.com

Search Engine SaturationEnter your domain or

site:www.highschoolrudyawards.com

Free Submissions•Google

•Yahoo! Search

•Open Directory Project (DMOZ)

•About.com

Keyword Count• Most of the major engines use 'keyword

frequency' as one of their ranking factors. While no one knows exactly how much of a factor this is, it is a factor.

• Danny Sullivan writes, "A search engine will analyze how often keywords appear in relation to other words in a web page. Those with a higher frequency are often deemed more relevant that other web pages."

keyworddensity.com

Enter your domain or www.mugrevolution.com

Keyword Density Results

Newsletters• Search Engine Watch -

http://searchenginewatch.com/searchday/

• Webmaster World - http://www.webmasterworld.com/

• SEO Roundtable - http://www.seroundtable.com/subscribe.html

• Search Engine Land - http://searchengineland.com/

Forums

•Search Engine Watch - http://forums.searchenginewatch.com/

•Webmaster World - http://www.webmasterworld.com/forum5/

• Internet Radio for Webmasters - http://www.rainmaker.fm/

When it’s all done it looks like…

• <title>Yachats, Lodging and Rentals on the Central Oregon Coast - Overleaf Lodge</title>

• <meta name="keywords" content="yachats, oregon lodging, yachats hotel, oregon coast rental, overleaf lodge">

• <meta name="description" content=“Visit the Overleaf Lodge online for hotels, rentals, and lodging in Yachats, Oregon. Located in the village of Yachats on the Central Oregon coast, the Overleaf Lodge offers Natural Beauty and Civilized Pleasures.">

Writing a Title Tag

• Meta Tags (keywords and description) and Title Tags are pieces of HTML code that help describe and classify the content on a web page

• Having a uniquely optimized title on each page is critical for obtaining the best possible placement within search engine results

Title Tag Guide

• 70 characters or less

• Contains targeted keyword phrases that accurately describe the content of a page

• Title Tags for every URL should be unique and relevant to that URL

• Every word in the Title should be somewhere in the body content of the URL they are used for

Writing a Title Tag

• Review the content of the page. The Title should describe the content of this URL

• Determine what the targeted keyword phrase for this URL is

• Start the Title off with your targeted keyword phrase if possible

Title Tag Examples• <TITLE>Coffee Mugs – Handmade Coffee Mugs – Mug

Revolution</TITLE>

• <TITLE>Handmade Coffee Mugs – Mug Revolution</TITLE>

• <TITLE>Bamboo Salad Bowls – Eco Friendly Bowls</TITLE>

• <TITLE>Eco Friendly Bamboo Salad Bowls</TITLE>

• <TITLE>Bend Oregon Bed and Breakfast</TITLE>

• <TITLE>Bed and Breakfast – Bend Oregon</TITLE>

Lets get started!•Open up your Internet browsers and direct

them to your site

•Review the information and determine what this page is about

•Use your best judgment and pick your targeted keyword phrase

Determining your targeted keyword phrase

•Open Google Adwords Keyword Toolsearch at Google for “keyword tool”

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

•Enter in your main keyword phrase

Now Write It!• Now that we know what people are searching for

that’s relevant to our content we can write our Title Tag

• <title>Yachats, Oregon Lodging - Hotel and Rentals on the Oregon Coast - Overleaf Lodge</title>

• <title>Yachats, Lodging and Rentals on the Central Oregon Coast - Overleaf Lodge</title>

Meta Description Checklist

•Provides call to action •Contains less than 160 characters•Uses important keywords and phrases •Describes what the page is about •Consistent with other content components

Description Tag• <meta name="description" content="Visit Company Name online to

buy, read more about, view this item/service and other top level phrase products.">

• <meta name="description" content=“Visit the Overleaf Lodge online for hotels, rentals, and lodging in Yachats, Oregon. Located in the village of Yachats on the Central Oregon coast, the Overleaf Lodge offers Natural Beauty and Civilized Pleasures.">

• <meta name="description" content="Marketleap provides 100% organic search engine marketing services. Visit us today to learn more about our many search engine optimization and email marketing products and services.">

• <meta name="description" content="Stuller Tapered Chunky Hinged Hoop Earrings - Visit BillBarnes.com for more information on this fine piece of jewelry. Browse other products in this category: Women's Jewelry / Earrings.">

When it’s all done it looks like…

• <title>Yachats, Lodging and Rentals on the Central Oregon Coast - Overleaf Lodge</title>

• <meta name="description" content=“Visit the Overleaf Lodge online for hotels, rentals, and lodging in Yachats, Oregon. Located in the village of Yachats on the Central Oregon coast, the Overleaf Lodge offers Natural Beauty and Civilized Pleasures.">

Blogging

Blogs are great!Local shoe store specializing in Running Shoes has a great looking site and uses the blog as an easy way to update customers on news and events. Having the blog allows them to:

- Have another web presence that compliments your company- Allows you to reach out to your customers- Target more keywords to reach more potential customers- Create a potential link target

Blogs are great – if done correctly

- Only found one link from blog back to parent website- Blog is difficult to read- Lack of information in Profile- Lack of branding on the blog

If SEO’d too well, blogs can outrank company siteQuery – keyword site:DOMAIN

decision making site:www.robustdecisions.com

Blog post is more relevant for targeted keyword phrase

The Blog post on ‘What is decision making, anyway!’ is more relevant for the keyword phrase “decision making” than the home page.

Keyword Inclusion:• Title tag• H1 tag• Link from the home page• Body content - multiple

times

Leverage cross linking from blog posts to services/product pages.

Things to consider

- Hosted on it’s own domain, subdomain, or directory

- Which platform to use ie Blogger or Wordpress

- Who will participate (single or multi-bloggers)

- Of those participating, who will own / drive it

- Do you have enough content to stay fresh and relevant

36Basic Blog Optimization

1. Title Tag2. Headings <h1>3. Text Links4. Image Tags5. Body Content6. Tags, Tags, Tags

37Basic Blog OptimizationTitle Tag Know your keyword research and utilize your targeted keywords

and business goals during the naming of your blog.

Name of your blog and all your blog posts should focus on targeted keywords. The name of your blog post is often the Link Text that is archived in your navigation and the Title Tag of that post.

<title>Bend Oregon Restaurants: Pizza - Bend Oregon</title>

38Basic Blog OptimizationHeadings <h1>

Header tags tell search engines what the content on this page is about.

Think like a headline to a newspaper article but use your targeted keyword phrase.

<h1>Pizza, Bend Oregon</h1>

39Basic Blog OptimizationText Links

In the body content of your posts, link back to your product page, services page, other blog posts, etc.

When commenting on other blogs, add text links if allowed.

<a href="http://bendoregonrestaurant.blogspot.com/">Bend Oregon Restaurants</a>

<a href="http://www.pizzamondobend.com/" >Pizza Mondo</a>

<a href="http:// www.cibellispizza.com/" >Cibelli’s New York Pizza</a>

40Basic Blog OptimizationImage Tags

If you use images in your posts:- Use a keyword for the file name if possible- Utilize the Image Alt Tag and/or Image Title tag

<img src="images/subway-dailyspecial.png" width="170" height="108" alt=“Subway Daily Special"/>

41Basic Blog OptimizationBody Content

Use the target keyword often as possible without sounding stupid.

42Basic Blog OptimizationTags, Tags, and Tags

Tagging is a way to categorize your blog posts.

Simply take your main keyword phrase for the post and use thatas your tag.

This creates another URL and groups all posts that share thattag on one post.

Post fresh content on a regular basis.

Not posting over time and traffic will declined.

Avid readers want fresh content or they will get bored and forget to come back.

Post 1-2 times a week minimum.

Keep it Rockin!

Summary

- Use basic SEO techniques when creating blog posts

- Keyword in Blog Post Title- Keyword in Header tag- Keyword in Body Content- Keyword in Text Links- Name Images using Keywords- Keywords in Tags

- Post on a regular basis and be passionate

DO NOT Ignore Social Media

http://www.cmo.com/sites/default/files/CMOcom-SocialMediaLandscape2011.pdf

@SearchGiant

• Twitter - At least grab your name before someone else does.

• Facebook - again, grab your name and your business name before someone else does.

• Connect your blog to your Facebook profile/page, and connect your twitter to your Facebook and blog.

• Participate in the conversation

HighSchoolRudyAwards.com• 4.1 Million PageViews• 4.25 PageViews Per Visit• 31% Bounce Rate• 1:45 Avg Time on Site• Over 1.6 Million Votes

Majority of traffic came from teaching nomineesand their families how to leverage Facebook to spread the word about our site and to vote.

THANK YOU!!!

Andre “The Search Giant” [email protected] http://twitter.com/searchgiant

Remember to meet in MOZ 122 next Tuesday