Your Toughest SEO Questions Answered for 2012 Success

Your Toughest SEO Questions Answered for 2012 Success Strategies for staying one step ahead of the rest

Dial: +1 (914) 339-0033

Access Code: 137-746-060

@webmarketing123

@bradleywjoe

#wm123

#wm123

@bradleywjoe

Are the slides available?

Yes! Please email [email protected]

We want to hear from you!

@webmarketing123

#wm123

facebook.com/webmarketing123

Want to learn more?

Contact us for a complimentary SEO Website Analysis.

Details at end of webinar.

Housekeeping Items

#wm123

@bradleywjoe

1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages

2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales

3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building

4 Other FAQs Page load speed, duplicate content, image SEO

5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal

Webinar Agenda

#wm123

@bradleywjoe

What’s at Stake Search engine use is growing rapidly

Currently, there are more

than 3 billion

searches/day on Google

Courtesy: SEOmoz

#wm123

@bradleywjoe

Source : Jupiter Research, 2010

If you are not on the 1st page, you are invisible to most searchers

Search Engine User Behavior

#wm123

@bradleywjoe

1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages

2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales

3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building

4 Other FAQs Page load speed, duplicate content, image SEO

5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal

Webinar Agenda

#wm123

@bradleywjoe

Q: How do search spiders crawl the web?

#wm123

@bradleywjoe

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

#wm123

@bradleywjoe

• 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?

#wm123

@bradleywjoe

Q: How do I influence how often Google crawls my

website?

#wm123

@bradleywjoe

Several ways to positively influence search spiders to visit your site

Q: How Do I Influence Google to Crawl My Site?

• Reduce and/or eliminate the amount of duplicate

content

• Submit and verify an XML Sitemap through

Webmaster Tools

• Reduce the click-depth required to visit deeper

pages

• Earn more links!

#wm123

@bradleywjoe

1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages

2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales

3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building

4 Other FAQs Page load speed, duplicate content, image SEO

5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal

Webinar Agenda

#wm123

@bradleywjoe

Q: What keywords should I optimize for?

#wm123

@bradleywjoe

Investigate Google Insights to compare long-term trends: www.google.com/insights/search

1 Keyword Optimization

#wm123

@bradleywjoe

Select a mix of both “head match” and “long tail” keywords

1 Keyword Optimization

#wm123

@bradleywjoe

Don’t forget about the long tail!

Q: Which Keywords Should I Optimize For?

#wm123

@bradleywjoe

• Best Practices

• Have a mix of both generic and

“long-tail” terms

• Do not focus just on 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 for your

proposed keywords

• Expand on your keywords by finding

variations

1 Keyword Optimization Keyword selection is important because it determines the course of your campaign

#wm123

@bradleywjoe

Q: How many keywords do I target per page?

#wm123

@bradleywjoe

Develop a “mapping” document that targets 3-5 keywords per page

Q: How Many Keywords To Target Per Page?

#wm123

@bradleywjoe

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

#wm123

@bradleywjoe

Q: How to write about keywords without overdoing

it?

#wm123

@bradleywjoe

• Best Practices

• Write for humans

• Proofread

• Grammar

• Tone of voice / natural writing style

• Avoid Doing These

• Try to trick search engines with manipulative tactics

• Have website based entirely in Flash

• Overusing your keywords: Read it out loud!

Develop naturally written, “non-spammy” content

Q: How to Include Keywords Without Overusing?

#wm123

@bradleywjoe

1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages

2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales

3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building

4 Other FAQs Page load speed, duplicate content, image SEO

5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal

Webinar Agenda

#wm123

@bradleywjoe

Q: Why do links matter?

#wm123

@bradleywjoe

Serve as “votes” for your website

Q: Why do links matter?

#wm123

@bradleywjoe

Q: How do I acquire inbound links?

#wm123

@bradleywjoe

• 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?

#wm123

@bradleywjoe

4 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

Facebook

Links are

Tweeted/Retweeted

Links from Forums

Courtesy: SEOmoz

#wm123

@bradleywjoe

Q: Will affiliate links hurt my overall SEO?

#wm123

@bradleywjoe

Take technical steps to follow Google Webmaster best practices

Q: Do Affiliate Links Hurt My SEO?

#wm123

@bradleywjoe

1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages

2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales

3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building

4 Other FAQs Page load speed, duplicate content, image SEO

5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal

Webinar Agenda

#wm123

@bradleywjoe

Q: Does page load speed matter?

#wm123

@bradleywjoe

As of April 2010, Google has stated that it does take page load speed into account

Q: Does Page Load Speed Matter?

• Fewer than 1% of search queries are affected

• Tools for Reviewing Site Speed

• Page Speed: http://code.google.com/speed/page-speed/

• YSlow: http://developer.yahoo.com/yslow/

• WebPagetest: http://www.webpagetest.org/

• Google Webmaster Tools

Source: http://googlewebmastercentral.blogspot.com/2010/04/using-

site-speed-in-web-search-ranking.html

#wm123

@bradleywjoe

Q: What are best practices for dealing with duplicate

content?

#wm123

@bradleywjoe

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

#wm123

@bradleywjoe

Q: How do I optimize a site with lots of images?

#wm123

@bradleywjoe

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

#wm123

@bradleywjoe

1 How Search Engines Crawl the Web Learn how Google discovers, indexes, and ranks webpages

2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales

3 Links: Inbound, Affiliate, Internal, and More Demystify the rumors about link building

4 Other FAQs Page load speed, duplicate content, image SEO

5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal

Webinar Agenda

#wm123

@bradleywjoe

Q: How do I invest in something that is constantly

changing?

#wm123

@bradleywjoe

Q: How do you measure ROI?

#wm123

@bradleywjoe

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?

#wm123

@bradleywjoe

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?

#wm123

@bradleywjoe

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.

#wm123

@bradleywjoe

• 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.

Key Takeaways

Thank You!

#wm123

@bradleywjoe

Contact Us about Qualifying for a Complimentary Analysis

-Competitive Report: find out where you rank against your top

competitors and what tactics they’re employing

-Opportunity Analysis: learn how to improve your Digital Marketing

Strategy and see how much opportunity is available for your company

-ROI Tracking: detailing the keywords and sources that visitors are using

to discover your website and if those visitors are converting into leads and

sales

Please contact:

[email protected]