For Starters Web 4.0. Entrée Thrive Online. Dessert Listen and Evolve. Search Marketing for Today s Lunch Menu

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1 Search Marketing for 2010 Today s Lunch Menu For Starters Web 4.0 Entrée Thrive Online Dessert Listen and Evolve HZDG SEO Monday, December 7,

2 For Starters Web 4.0 What is the current status of the world wide web and how does it impact my business? HZDG SEO Monday, December 7, State of the Internet Web 2.0 Separate networking portals all living in their own universe. Social Networking Web 2.5 The connection of social media and non-social web properties. HZDG SEO Monday, December 7,

3 State of the Internet Web 3.0 Personalization Personalized Search Results & Local Listings HZDG SEO Monday, December 7, State of the Internet Web 4.0 User Generated Content Reviews, Comments, Ratings, and Real Time Response 30% of consumers online consult reviews before making a decision. - comscore 2008 HZDG SEO Monday, December 7,

4 Why is SEO Important? PEW/Internet & American Life Project, January 28, % of the world s internet use comes from the U.S.A. 65% of U.S. is online (over 200 million people) 89% of online adults use a search engine every day Search engine use is only second to as the most popular function of the internet HZDG SEO Monday, December 7, Today s Entree Thrive Online Search marketing tactics to help you thrive in an online environment HZDG SEO Monday, December 7,

5 What Is Search Engine Optimization? The process of improving the volume and quality of traffic to a web site from search engines via "natural" (organic or algorithmic) search results. Uhhh. What? HZDG SEO Monday, December 7, What Is Search Engine Optimization For Real Building an online experience that is intuitive, shows the engines what they need to see, and is geared towards your business goals. HZDG SEO Monday, December 7,

6 Who Does SEO Target? The Bots The Humans HZDG SEO Monday, December 7, Rank Factors How many factors do Google, Yahoo! & Bing take into consideration when deciding where to place a page in the rankings? A) 250 B) 2.5 Million C)2500 D)25 HZDG SEO Monday, December 7,

7 Sample of Search Ranking Factors Factor Keyword Use in Title Tag Global Link Popularity of Site Anchor Text of Inbound Link Link Popularity within the Site s Internal Link Structure Age of Site Topical Relevance of Inbound Links to Site Link Popularity of Site in Topical Community Server is Often Inaccessible to Bots Keyword Use in Body Text Global Link Popularity of Linking Site Content Very Similar or Duplicate of Existing Content in the Index Quality/Relevance of Links to External Sites/Pages Rate of New Inbound Links to Site Topical Relationship of Linking Page Link Popularity of Site in Topical Community External Links to Low Quality/Spam Sites Relationship of Body Text Content to Keywords (Topic Analysis) Keyword Use in H1 Tag Age of Document Duplicate Title/Meta Tags on Many Pages Participation in Link Schemes or Actively Selling Links Overuse of Targeted Keywords (Stuffing/Spamming) Amount of Indexable Text Content Relevance of Site s Primary Subject Matter to Query Topical Relationship of Linking Site Age of Link Text Surrounding the Link Keyword Use in Domain Name Quality of the Document Content (as measured algorithmically) Internal Link Popularity of Linking Page within Host Site/Domain Keyword Use in Page URL Keyword Use in H2, H3, H(x) Tags Organization/Hierarchy of Document Flow (i.e. broad > narrow) Very Slow Server Response Times Historical Performance of Site as Measured by Time Spent on Page Manual Authority/Weight Given to Site by Google Keyword Use in Alt Tags and Image Titles TLD Extension of Site (edu, gov, us, ca, com, etc) Rate of New Pages Added to Site Domain Extension of Linking Site (edu, gov, com, ca, co.uk, etc) PageRank (as measured by the GG Toolbar) of Linking Page Temporal Link Attributes (when in time the link was created/updated) Keyword Use in Bold/Strong Tags Frequency of Updates to Page Inbound Links from Spam Sites Keyword Use in Meta Description Tag Low Levels of Visitors to the Site Number of Queries for Site/Domain over Time Number of Trailing Slashes (/) in URL Accuracy of Spelling & Grammar HTML Validation of Document (to W3C Standards) Verification of Site with Google Webmaster Central Keyword Use in Meta Keywords Tag HZDG SEO Monday, December 7, SEO Tactic #1 Keyword Research #1 Look for keywords relevant to your business AND have traffic. - The higher the volume number, the more difficult it will be to rank for that keyword. HZDG SEO Monday, December 7,

8 SEO Tactic #2 Unique Title Tags Create unique title tags that clearly represent content on every page. HZDG SEO Monday, December 7, SEO Tactic #3 Place Keywords in Content HZDG SEO Monday, December 7,

9 SEO Tactic #4 Cross Link Your Content Create links from page to page. - Help pass page authority - Help Engines locate all of your content HZDG SEO Monday, December 7, SEO Tactic #5 Use Webmaster Tools and Site Explorer Google.com/webmasters/tools Siteexplorer.search.yahoo.com Both provide insight for you and the search engines. HZDG SEO Monday, December 7,

10 SEO Tactic #6 Create a Sitemap.xml File Helps search engines find and understand the priority of your content. HZDG SEO Monday, December 7, SEO Tactic #7 Create a robots.txt File Provides instruction on what engines are allowed to see and what they have to stay away from. HZDG SEO Monday, December 7,

11 SEO Tactic #9 Local and Global Directory Listings Global ($200 annual fee) (free) ($200 annual fee) Hint - Links from valuable directories will act as votes for the quality of your pages Local Hint - Make sure to check your listings on Internet Yellow Page websites. HZDG SEO Monday, December 7, SEO is a Long Term Strategy. HZDG SEO Monday, December 7,

12 SEO Tactic #10 Track Your Website s Visitors Hint - Links from valuable directories will act as votes for the quality of your pages HZDG SEO Monday, December 7, MMMM Dessert. Listen & Evolve Let your visitors tell their story through their visit history. HZDG SEO Monday, December 7,

13 Google Analytics Metrics to Watch Key Performance Indicators Hint No one single metric is more valuable than another. HZDG SEO Monday, December 7, Google Analytics Reports to Watch Dashboard Traffic Sources Search Engines HZDG SEO Monday, December 7,

14 Google Analytics Gotta Have Goals in Life Define goals that display the performance of specific efforts or as a whole. HZDG SEO Monday, December 7, Google Analytics What s New? For more feature info HZDG SEO Monday, December 7,

15 Questions? Thank You! Find me on Linkedin.com, facebook.com or Twitter.com/trontastic HZDG SEO Monday, December 7, Appendix 1: Favorite Resources seomoz.org sphinn.com searchenginewatch.com/ clickz.com toprankblog.com/ webpronews.com HZDG SEO Monday, December 7,

16 Appendix 2: Common SEO Terms Black Hat SEO - SEO tactics that do NOT follow the policies and procedures of the major search engines. Bots/Crawlers/Spiders Technology used by a search engine for content discovery. They crawl through a Web site to discover all the content available for indexing. Canonicalization The establishment of a single authoritative version of content in a Web document. Domain Your Web site s address ( Also known as a Top Level Domain (TLD). GYM Google, Yahoo, and MSN all mashed up. H1 An HTML tag used to define the style of a page s headline. Host The company hired to house your Web site files on its servers so the site is available to the Internet. Inbound/External Links Two interchangeable terms used to describe links from an outside Web site to a page on your Web site. Internal Links Links from one of your Web pages to another Web page within the same site. IP Address The number used to identify the server your Web site is associated with. HZDG SEO Monday, December 7, Appendix 2: Common SEO Terms Link Juice The power given to links within a Web page that will help the page being linked to as well as the page a link resides on. Longtail Keywords Keyword phrases that result in higher quality traffic. META Data Information passed between the Web page and the Web server that is typically NOT visible on the page. NOFOLLOWED An HTML tag attribute that tells a bot to ignore a link. NOODP/NOYDIR tags HTML tags requiring bots to use on-page content rather than content from a DMOZ or Yahoo! Directory article. Off-Site SEO Tactics used outside the pages of a Web site. On-Page SEO Tactics used within the pages of a Web site. On-Site SEO - Tactics used within a Web site but no particular to a single page. Outbound Links Links from a page on your Web site to another Web site that you do not usually control. Pipes A vertical symbol used to separate characters. HZDG SEO Monday, December 7,

17 Appendix 2: Common SEO Terms Duplicate Content Copies of another Web site s content designed to allow you to see your content from another user s perspective. Scrapers A technology used to copy the content of a Web site. Essentially scraping the content from the site. SERP Search Engine Results Page. Spam Content, links or any other item that is not relevant to the user s experience. UX User Experience. W3C WWW Consortium - the organization responsible for developing standards that should be used when creating a Web page. White Hat SEO SEO tactics that follow the policies and procedures of the major search engines (Google, Yahoo! and MSN). HZDG SEO Monday, December 7, HZDG Online Marketing Monday, February 2, 2009