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Get "Holiday Ready SEARCH ENGINE MARKETING
101 Helpful Tips to Help You Drive Traffic To
Your Web Site
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Consumer Confidence

• Online sales 07 Holiday 29B 19 2006
• Online sales 08 Holiday 32B?
• Online retail 07 reached 175B
• Online retail 08 204B?
• 400million searches per day
• 86 consumers find products/services via SE
• The U.S. Dept. of Commerce
• online retail sales grew 18 Q1 08 v 07
• 329 billion by 2010

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Growth Issues

• Sites not optimized well or at all
• Only 27 of all websites are visible on SE
• Poor ranking in SERPs
• Lost Opportunities
• Good Rank Traffic
• Low Conversions
• Lost Opportunities

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Its All In The Marketing

• If I Build It They Will Come-BULL!
• The Basics-TOTAL APPROACH
• Assuming SEO Friendly Website
• Long Term Approach
• Optimize and they will come
• Write it right
• Link it right-internal and inbound
• Make the conversion

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Who Is King?

• Rank Search Engine
• Based on U.S. searches
• Google Search 67.90
• Yahoo Search 20.28
• Live Search 4.52
• Ask Search 4.17
• Hitwise - US Inet usage-April 26, 2008 - based on
  volume of searches ranked by volume of searches.

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Search Engine Marketing

• Search Engine Marketing-SEM
• Search Engine Optimization
• Pay Per Click/Impression
• Pay Per Inclusion-banners, buy placement

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Pay Per Click

• PPC
• Expensive-Auction system with frequency
  calculation (G and now Y!)
• low ROI
• 16.3 click fraud
• Organic conversion 30PPC
• Natural search pulls 250 more traffic than paid
  search

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Directories

• Human editors compile the listings
• Large audience
• Yahoo, Open Directory Project (ODP)
• Crawler-based search engines are more likely to
  find your site and add it to their listings
• Good source of inbound links-usually very high
  Page Rank

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Search Engine Relationship Guide
Red-supplies primary search results Yellow-supplie
s secondary search results Blue-supplies paid
results
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Search Engines
What are they and how do they work?

• SEA program that searches documents for
  specified keywords and returns a list of the
  documents where the keywords were found.
• Crawling
• Sends out bots/spiders to crawl
• 100 web pages/sec-Google

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Search Engines
What are they and how do they work?

• Indexing
• Contents stored in giant database
• Search Index
• Request match queries
• Each search engine uses a proprietary algorithm
  to create its indices so only meaningful results
  are returned for each query.

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Search Engines
What are they and how do they work?

• Processing Queries
• Request information thru search box
• Match made based on keyword(s) phrase
• Ranking Results
• SE algorithm runs calculations on results
• Determine most relevant to query
• Sort on page most to least relevant
• Done in milliseconds

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What is SEO?

• SEO is the process of improving the volume and
  quality of traffic to a web site from search
  engines via natural (organic or
  algorithmic) search results for targeted
  keywords.
• SEO considers how search algorithms work and what
  people search for.

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The Ten Commandments of SEO

• The are NO Rank Guarantees.
• Ranking is Not the End, Its the Means.
• Know Your Competition.
• Use Search Engine Friendly Design.
• Use Correct Keywords.

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The Ten Commandments of SEO

• Write Great Content.
• Use Good Hyper Linking Strategy.
• Write Relevant Title and Descriptive Tags.
• Acquire Relevant Links.
• Consult Experts.

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SEO COMPONENTS

• CONTENT IS KING
• LINKS ARE QUEEN

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SEO COMPONENTS

• Keyword analysis
• Linking structure-
• Page Rank/Link Popularity (G)
• On-Page Elements
• Optimal page content
• Conversion factors
• Usability-Site architecture/Navigation

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Keyword Analysis

• Select the right keywords
• Most site owners using wrong words/phrases
• Keyword analysis-what word phrases are they
  really using to find you?
• Keyword analysis-long tail keywords
• Use 2-3 or more keyword phrases
• Smarter consumers
• More relevant search results

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Keyword Analysis

• Brainstorming-include alternate spellings,
  stemming (plural, singular, and ing versions),
  synonyms
• List of products/services you offer-long tail kw
• Surveying Customers-biggest traffic drivers and
  produce the highest conversion rates
• Applying Data from KW Research Tools-trends in
  keyword selection

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Keyword Analysis

• Implementation-add keywords to site and submit
  site.
• Patience
• Persistence
• Performance Testing and Analytics-analytics
  programs that measure web traffic, activity, and
  conversions can be used to further refine keyword
  selection-ongoing

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Page Rank-Google

• Link Popularity-A measure of the quantity of
  sites that link to your site
• Link Popularity is a factor in determining
  PageRank
• PageRank measure's a web page's importance.
• PageRank thinks of links as votes, where a page
  linking to another page is casting a vote.

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Page Rank-Google

• Google looks at the importance of the page that
  contains the link.
• Pages with higher PageRank have more weight in
  "voting" with their links than pages with lower
  PageRank.
• Also looks at the number of links on the page
  casting the "vote." Pages with more links have
  less weight.

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Page Rank-Google

• Pages that are important are probably better
  authorities in leading web surfers to better
  sources, and
• Pages that have more links are likely to be less
  discriminating on where they're linking.
• Important pages mean nothing to you if they don't
  match your query.

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Page Rank-Google

• Google analyzes the linking structure
• They know what your web pages are about
• The pages which are linked to yours must be
  related to count (or maybe penalized)
• The more related pages that point to a specific
  web page on your site, the more influence that
  web page has in their calculations
• That page will rank higher for optimized kw

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Page Rank-Google
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Page Rank-Google

• Mathematical PageRanks (Google rescales
  logarithmically 0-10).
• Page C has a higher PageRank than Page E, even
  though it has fewer links to it the link it has
  is much higher valued.

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SEO COMPONENTS

• On-Page Elements
• Title Element
• Meta Tags
• Description Tag
• Keyword Tag

• Header Tag
• Image Alt Tag
• Page Content
• Links-internal and inbound

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SEO COMPONENTS

• Google uses over 200 factors in its algorithm to
  determine rank per keyword/phrase
• Domain Age-Sandbox
• Folder Name-best to keep all in root (dilution of
  PR)
• www.domain.com/whales.html vs.
  www.domain.com/whales/index.html
• Page URL- www.domain.com/whale-pictures.html

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SEO COMPONENTS

• Meta Tags
• HTML tags which provide additional information
  about a web page
• Influence SERPs
• Help users understand what a web page is about
  when reviewing SERPs

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Getting Ranked - Title Element

• 1. Title Element
• Each page must have its own unique title tag
• Should not exceed 65 characters
• Title should contain 2-5 keywords
• Use keywords early on-truncated
• Title tag text is used in the hyperlink appearing
  on SERPs
• Include service or product name in title tag

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The Correct Way Up - The SERP Ladder

• Title Tag

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Getting Ranked - Description Tag

• 2. Description Tag
• Unique to each page
• 15-25 words
• Typically first 150 characters displayed
• Up to 400 characters indexed
• Use the same keywords in the title
• Many search engines use this text to describe
  your site after the hyperlink in SERPs.
• Make it descriptive and compelling

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The Correct Way Up - The SERP Ladder

• Descriptive Tag

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Getting Ranked - Keyword Tag

• 3. Keyword Tag
• Some Search Engines still use this tag
• No more than 10 keywords (5 is better)
• Comma separated
• Google does not use it

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Getting Ranked - Heading Tag

• 4. Heading Tag
• Guide the spiders and humans thru text
• Use keywords and keep headings in order (H1, H2,
  H3, etc.)
• Can use CSS (cascading style sheets) to control
  size

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Getting Ranked - Heading Tag

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Getting Ranked - Alt Tag

• 5. ALT Tag
• Image tag
• Must be descriptive
• Must contain keywords
• Must be appropriate to image
• Important for Universal Search

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Getting Ranked - Alt Tag
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Getting Ranked - Links Are QUEEN

• 6. Links-ARE QUEEN
• Anchor text is important
• Use keywords in anchor text
• Inbound links-Authoritative Sites
• Blogs Rule (for now)-fresh content
• Paid links can kill (not nice Google!)
• Social Networking-Digg It
• Reciprocal links can kill

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Getting Ranked - Links Are QUEEN

• 6. Links
• Anchor text is important for
• Inbound links-use keywords
• Internal links-content and navigation links
• Content keywords linked to internal pages
• use full URL
• Navigation-use keywords were possible
• Navigation-text links
• PLEASE NOT IMAGE LINKS
• JAVASCRIPT OK IF EXTERNAL FILES
• OR use text links in addition to site navigation

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Getting Ranked - Links Are QUEEN

• 6. Internal Links

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Getting Ranked - Content is KING

• 7. Body Text
• CONTENT IS KING
• Quality is important
• Keywords should be prominent in first 200 words
• Distribute keywords throughout page
• Text-contain Keywords in the title of the
  paragraph-use H tags
• Spiders looking for subject matter experts to
  deliver relevant search results to users
• Write for people first

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Getting Ranked Content is KING

• 7. Body Text
• Build a theme-tell people and search engines what
  your PAGE is about
• At least 250-400 words for home page
• 350-500 words for inner pages
• Home page
• Feature most important products or services with
  LINKS to the product or service internal pages

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Search Engine Optimization

• Search Engine Optimization
• Iterative process
• Dont do it and forget it!
• Link Building-organic/natural-takes time
• Search landscape changes daily
• new site submissions
• algorithm changes
• competitors getting smarter
• new products/services added

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SEO Summary
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SEO Summary

• Know how they work- Google, Yahoo! Live (MSN
  Search), Ask
• Optimize accordingly
• Analyze the competition-benchmark
• Rules in ranking algorithms
• Keyword Location and Frequency
• Off The Page Factors
• Link relevancy (internal/external)

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SEO Summary

• Google
• Inbound links-QUALITY
• Content
• Title tag
• Domain age
• Yahoo!
• Content/Keyword density
• Inbound links-QUANTITY

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Quick Launch List

• Stuff that works - Fast Start
• 1. Whip Your Pages Into Shape
• 2. Build Some Authority Links
• 3. Go After Some Easy Links
• 4. Grab That Easy Traffic
• 5. Make It Easy To Buy
• 6. Trustworthy Site

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Quick Launch List

• Whip Pages into shape

• Optimize ALL pages-service products
• Each page should have unique
• Title tags
• H1/H2/H3 Header tags
• Meta description

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Quick Launch List

• Whip Pages into shape

• Target keywords for buyers
• Use Long tail keyword-convert best
• Credit card in hand-ready to buy
• Laptop computer vs. Sony VAIO Digital Studio
  Laptop Computer

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Quick Launch List

• Whip Pages into shape

• Fix Internal Links
• Home page link
• Internal Link firepower
• Use keywords in anchor text

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Quick Launch List

• Whip Pages into shape

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Quick Launch List
2. Build Some Authority Links

• DMOZ
• Yahoo Directory
• Microsoft Small Business Directory
• ISEDN
• Top 20 directories

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Quick Launch List
2. Build Some Authority Links

• Create some viral content
• Wikipedia
• Squidoo
• Niche Directories
• search keyworddirectory
• Top social media sites
• Digg
• Del.icio.us

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Quick Launch List
3. Go After Some Easy Links

• Article Directories
• Press Releases

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Quick Launch List
4. Grab That Easy Traffic

• Add new pages write articles
• Keyword modifiers
• Example... instead of search engine marketing
  company start your title with professional search
  engine marketing...

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Quick Launch List
5. Make It Easy to Buy

• Traffic - Make Site Sticky-Conversion
• Click ToTalk
• Live Help
• FAQs
• Help Desk
• Virtual Salesperson

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Quick Launch List
6. Trustworthy Site

• Increase Conversions
• Show your visitors who you are
• Show your visitors how you are different
• Show your awards testimonials
• Show your guarantees
• SSLs-domain NOT shared server-new EV

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The List

• Stick to the basics of SEO
• Content is King
• Customize content for each page
• Links are Queen
• Get authoritative links
• Make it easy to buy
• Make site trustworthy
• Cha-Ching

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The Top Ten SEO Mistakes

• Using a Splash Page.
• Text as images.
• No Title and Description Tags on Pages.
• Not using unique Title and Description Tags.
• Brochure Site-need content-authority on
  subject.

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The Top Ten SEO Mistakes

• Redesigning site and neglecting old URLs.
• Not Using Local Keywords.
• Trying to do Branding in the Title Tag.
• Cloaking or Doorway Pages.
• Linking to Bad Neighbors.