Includes a 6 step recipe for On Page SEO and a 6 step recipe for Off Page (aka link building)

1. Making SEO a Source of New
Business
@stonetemple / +Eric Enge

2. First Off... Who Am I?
• Co-author of The Art of SEO
• President of Stone Temple Consulting
– 25+ person SEO and PPC firm
• Trainer for Instant E-Training
• On Twitter: @stonetemple
• On Google+: +Eric Enge
2 @stonetemple / +Eric Enge 2

3. Part I
Introduction
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4. @stonetemple / +Eric Enge

5. 97,000 years to download on your cable modem
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6. @stonetemple / +Eric Enge

7. @stonetemple / +Eric Enge

8. 0.4 Seconds
Response Time
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9. Images Videos
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10. Your Opportunity in Search?
80%
SEO: 78%
PPC: 22%
15%
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11. @stonetemple / +Eric Enge

12. Part 2
On Page SEO
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13. Role of On Page SEO
• Enables you to
compete for
traffic on keywords
• Some influence
On rankings
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14. Search on Running Shoes
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15. ZERO Impact on Rankings
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16. But, The Meta Description Can
Influence Click Through Rate
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17. On Page SEO Success in Six Steps
1…2…3…4…5…6
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18. 1. Make Sure Your Site Can Be
Read
• Starts with your CMS
– Research SEO friendliness via search
– E.g. “Drupal SEO”
– All platforms require configuration
– Learn how, and then do it
– Get help if you need it
• Don’t build the whole site in Flash
• Don’t use hard to parse JavaScript for Navigation
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19. 2. Learn Your Keyword Space
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20. 2. Keyword Space (cont’d)
• Use the AdWords Keyword Tool
• Or the Bing Tool within their Webmaster Tools
• Find out what people are searching on
• Focus on relevant variants of your
products/services
• Get creative
• Build a list and prioritize
– Based on volume and likelihood to convert
@stonetemple / +Eric Enge

21. 3. Smart Hierarchy, Great Titles
• One page for each major relevant term
• User friendly page flow
• Max 65 characters per title tag
• Avoid duplicate / competing title tags
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22. Simple, Easy Hierarchy
Home
Pline 1 Pline 2 Info News
P1 - 1 P2 - 1 A Page for Each Major
Product/Service/Need
P1 - 2 P2 - 2 Different Title
Each Page
P1 - 3 P2 - 3
@stonetemple / +Eric Enge

23. 4. Different Copy For Each Page
Avoid Excessive Boilerplate Text!
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24. 5. Avoid Duplicate Content
URL 1 URL 2 URL 3
DNS Services DNS Services DNS Services
Our DNS Services Our DNS Services Our DNS Services
offer best in class offer best in class offer best in class
response time toe response time toe response time toe
people lucky people lucky people lucky
enough and smart enough and smart enough and smart
enough to buy … enough to buy … enough to buy …
Each URL is a separate page to the search engines
Each consumes PageRank
Each will get crawled
@stonetemple / +Eric Enge

25. 6. Smart Meta Descriptions
• Should sell to entice clickthrough
• But … don’t go into sales speak
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26. Part 3
Links Drive Rankings
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27. Links are Like Votes in an Election
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28. Who Rank’s First?
Joe’s
Book
Store
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29. Links Are Not Created Equal
Killer #1!
Link 1
#2
Web Site A
Link 1
Link 2 Search Results
……..
…1,000 Web Site B
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30. Academic Citation
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31. Not Bought
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32. Not Bartered
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33. Not Stolen
Anonymous Said:
Cheap Viagra
Cialis
Levitra
Add Your Comment Here
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34. Link Building Success in Six Steps
1…2…3…4…5…6
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35. 1. Be a Freaking Expert
• OK, not that kind
of freak
• KNOW your stuff
as good as, or
better than,
anyone else
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36. 2. Differentiate Your Expertise
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37. 3. Great Content On Site
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38. 4. Great Content Off Site
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39. 5. Tell Everyone
Direct Outreach
Potential Linker
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40. 6. Be a Member of the Community
• Participate
• Share
• Try to share
more than you
get shared
• After awhile, it
gets really hard!
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41. Part 4
Role of Social Media
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42. The Basics
Better to excel at one, then dabble in all 4
Of course, grab your profile for all
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43. Basic Rules
• Add Lots of value
• Be a member of the community
• Participate … Share
• Try to share more than you get shared
• Build an audience
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44. Major Drivers … NOT!
• Likes and +1s only ranking factors for friends
• Shares not visible to Google
• Tweeted links can help Google discover
content faster
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45. Many Studies Show Correlations …
Drowning • Between
Deaths
Shares and
Rankings
• Beware
“Correlation”
Studies!
Ice Cream
Consumption
@stonetemple / +Eric Enge

46. The Synergy We’re Looking For
Shared on
Social Networks
Helps Drive
New Followers,
Fans, Friends
Traffic, Links & New Subscribers
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47. The Power of Social Relationships
(Influencers)
(Sharing)
(Your Stuff)
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48. Thank You!
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 485-7751
www.stonetemple.com
@stonetemple / +Eric Enge