Bootstrap Web Marketing: SEO

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Bootstrap Web Marketing SEO Social Media

• Who I am
• Disclaimer
• Format of the presentation

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SEO
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Why SEO Kicks Ass

• Other than effort, its free.
• The skillset required for the time intensive work
  is relatively inexpensive.
• SEO is the gift that keeps on giving

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Why SEO Doesnt Kick Ass

• SEO is a fast-changing world.
• You live and die by Google.
• Its delayed gratification (and theres a chance
  of NO gratification)

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SEO Ranking Factors Markup / Keywords(most
startups do fine here)

• Title Tag
• H1 Tag
• Body Text
• Domain Name
• URL

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SEO Ranking Factors Other Markup

• Popularity within internal linking (very
  important for long tail or low competition
  keywords)
• Quality of OUTGOING links
• Page updates

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SEO Ranking Factors Overall Site Popularity

• Global popularity of your site (combination of
  link quantity/quality)
• Age of site
• Site performance (time on page, bookmarks, etc.)

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Inbound Links

• Relevance of inbound links
• Anchor text (Google bomb) and adjacent text.

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Negative Factors

• Duplicate Content
• Very Similar Pages
• Identical Page Titles / Meta Info
• Keyword stuffing?

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Keyword Research(most startups suck at this)
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How to Evaluate Keywords?

• How many people are searching for a particular
  word/phrase?
• How competitive is the landscape for that
  word/phrase?
• How relevant is the keyword?
• Actionable keywords? lowest price wii
• Measure the conversion!
• Non-bouncing keywords

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How do people search?

• of words
• 28.9 2 word phrases
• 27.8 3 word phrases
• 17.1 4 word phrases
• 11.4 1 word phrases
• 62 click on the first result
• 21 feel search engines dont understand their
  query

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Keyword Research Have someone else do it

• http//www.seoresearchlabs.com/ 99.95

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• Count, relevance (entered by you) and of
  targeted searches per day

Estimated monthly clickthru for 1st, 5th, and
10th position on each major engine.
Competitiveness of each keyword
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Keyword Research Do It Yourself
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Overture Keyword Research Tool (free)

• Source Yahoo and Affiliates
• Notes Doesnt distinguish singular and plural
• Not an ideal tool for exact phrases

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WordTracker.com (8/day)

• Source Dogpile (.6)and MetaCrawler (.4)(what
  kinda people use these engines!?)

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Adwords Traffic Estimator (free, req. AdWords
account)

• Source Google
• Notes Not good for long tail phrases

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Other Resources

• Yahoo Search Marketing Tool
• KeywordDiscovery.com
• Google Trends

• Estimated monthly clickthru for 1st, 5th, and
  10th position on each major engine.

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Best Resource Pay for It

• Buy an Adwords campaign for a phrase. Pay enough
  to get your ad on the first page. Metrics will
  show you the number of ad views.

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Spiderability
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Can Search Engines Find Every Page/view on Your
Site?

• Create a sitemap (HTML and/or XML)
• Be mindful of internal link text
• Remember that internal link popularity is
  important (more than 1 link is better than one
  link)
• Related content buckets are valuable
• Most important for sites with lots of data hidden
  behind a search interface

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Effective Presentation on SERPs

• Readable, compelling, objective title (65
  characters)
• Readable, compelling, objective meta description
  (155 characters)
• Short URLs perform better
• Stuffed titles, descriptions, and URLs look
  spammy and dont get clicks

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Title Meta-Description URL
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Npost Example
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Keyword Research Tech Startup Jobs? Markup for
SEO Title tag, lth1gt tag, referring anchor tag
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If you were a search spider, what would you click
on to find seattle rails jobs?
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What about here? No spiderability! Site
Structure for SEO Keyword targeted pages linked
to (flat site structure). Internal link
popularity is important.
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SERP Title For the target phrase rails jobs
seattle, the title should lead with Rails Jobs
in Seattle, WA or somesuch. Description meta
description should be unique and compelling.
URL Short urls perform better
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Link Building Campaigns
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Anotomy of a Link Building Campaign

• Links from trusted sites.
• Links to deep pages in your site.
• Links with good anchor text
• Links from good pages
• Home pages
• Content pages
• Links from relevant pages
• No JavaScript / no nofollow!

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Value of Building Links

• People click on them!
• Branding
• And, of course, SEO

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Anatomy of a Good Link Source

• Search for your top keywords/phrases the top
  100-150 or so are worth getting links from.
• Content rich page
• Links deep to the most relevant page
• Anchor text, title tag, h1 tag, etc all match to
  the keyword in question

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Who to Ask for Links

• Any relevant site
• Good way to find sites to ask are to find sites
  that link to your competitions sites.
• Linkdomainmycompetition.com
• Linkdomainmycompetition.com my keywords

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How to Ask for Links

• First, see if there is a standard procedure for
  getting links
• Second, see if you (as a user) can post a link
  (comments, look for nofollow), forums, etc. (Be
  careful of abuse)
• If not, ask for it.
• If necessary (if you can), buy it.

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Say Thanks for EVERY Link That You Can

• Set up a google alert for your business name
• Any time you get ANY mention, stop by and say
  THANKS
• Any time you get criticized, stop by and
  respectfully engage in the conversation (and keep
  it going!)

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Social Media Marketing(Big linkbuilding
Opportunities!)
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Linkbait (Its Easy!)

• Defined as something that people want to link to,
  blog about, talk about, digg, vote up, etc. The
  good news is, baiting web geeks words.
• Write something
• Useful
• Funny
• Controversial
• Better yet, have your standard content pages be
• Useful
• Funny
• Controversial
• To get a feel for linkbait, head over to
  popurls.com (list of top digg, reddit,
  del.icio.us links)
• Would you bookmark this? Would you email it to
  your friends?

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Headlines/titles Win the Day

• Who wants blank?
• The Secret of blank?
• Little known ways to blank?
• Lists Top 5, Top 10, etc.
• (useful, funny, controversial)

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Top Social Media Venues

• Digg, Del.icio.us, Reddit, StumbleUpon, etc.
• Blogs (all blogs matter, top blogs matter more)
• (check source for nofollow tag / server redirects
  )
• Forums
• (check source for nofollow tag / server redirects
  )
• Public Profiles (anywhere)
• Directories
• Design Portals

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Go Viral

• Ideally, using your product is an inherently
  public act that elicits others to jump on board
• Viral is not a marketing strategy, its a product
  strategy
• "Tell a friend"
• Widget embeds
• Addressbook importing
• (These dont make your product viral, but theyll
  help it if it is)
• First priority is creating something that is
  useful, funny, controversial enough that people
  want to share it
• Second priority is making it easy

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