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Search Engine Optimization
1. Search Engine Optimization
“...searchers either find you or they find your competitors.”
Monday, February 28, 2011
2. Why SEO? Why Now?
• Advertising budgets/dollars are being reallocated
from traditional marketing practices to interactive
services...and search is first.
• Demand for websites is up
• 48% of marketers said that SEO was the best
method for generating conversions online.
53% of marketers with budgets over $1 million
agreed. (Forbes study)
Monday, February 28, 2011
3. Projected Trends
Interactive To Grow To 21 Percent Of All Ad Spend By 2014 (Forrester)
Monday, February 28, 2011
5. Google Disclaimer*
• Over 72% of Search Engine traffic from the U.S.
comes from Google
• Google owns YouTube (2nd biggest “search
engine”), not to mention Maps, Analytics and
now Panoramio, and has attempted to acquire
Twitter ($700 million)
• Google = Search Engines
Monday, February 28, 2011
6. The truth about SEO
• Search Marketing is arguably the most important
marketing activity online
• Google has taught people to love search
• We want answers now
• If Google or search engine traffic is not in the
equation when setting goals for your website,
honestly, what is the point?
Monday, February 28, 2011
7. “One of the most powerful aspects about search marketing
is that users type what they WANT into search boxes, making
search engines the most precisely targeted marketing
medium in the history of the world.”
- Aaron Wall, SEObook.com
Monday, February 28, 2011
8. Internet Marketers Agree
• All media, marketing, and communication have one
thing in common - they all drive people to search
• People who were stimulated by an offline cause to
go online and search - over 40% made the purchase
(Jupiter Research)
Monday, February 28, 2011
9. The Ultimate Truth
There is only one guarantee in SEO - when
someone types a keyword(s) into a search box,
there are only TWO possible outcomes:
1) They will find you
or
2) They will find your competitors
Monday, February 28, 2011
10. Why do I need SEO,
when I can just use
Pay-Per-Click?
Monday, February 28, 2011
12. PPC vs. Organic SEO
• PPC is more like • Over 72% of all
traditional searchers click on the
advertising organic/natural result,
not paid ads
• Immediate
• SEO is cost effective
• Every click has a cost and a better ROI
• When your budget • Not immediate but
expires, Google will longer lasting
shut down your ad...
then what? • “Free” clicks
Without SEO, your PPC campaign won’t go very far
(gas and oil)
Monday, February 28, 2011
14. Return On Investment
1. SEO = 140% to 4000+%
2. Usability = 180% to 400%
3. Analytics = 900% to 1200%
(Source: Matt Bailey, SiteLogic)
Monday, February 28, 2011
16. Why a better ROI?
1. Get more Qualified Visitors
2. Make their experience better
3. Analyze and adjust for improvement
Monday, February 28, 2011
17. SEO is influenced by...
• Keyword-rich content development
• Website design
• Front-end HTML
• Back-end CMS
• Web Analytics and Usability testing
• Public Relations SEO - Link Building
• Universal and Social Media Optimization
• Staying current with search trends and changes
Monday, February 28, 2011
18. Organic SEO
• Keywords
• Links - Internal and External
• Usability and Web/Design Standards
• Page Structure
• Universal Search
• Web Analytics Integration
• Social Media & SEO should act as team players
Monday, February 28, 2011
19. SEO Major Points
• SEO is an ongoing project, not set-it and forget-it
• SEO results aren’t immediate
• You don’t have a home page anymore
• Site and page design count
• Write for users and search engines will follow
• Keywords are key - but everything else matters
Monday, February 28, 2011
20. Keywords
• Keywords are still the most important aspect of
the SEO campaign
• Keyword Research helps you understand what
people are talking about
• Without SEO, more than 80% of Search Engine
traffic will come from your company name
Monday, February 28, 2011
21. Side Note:
The perfect balance =
30% Search Engine Traffic
30% Referring Sites
30% Direct Traffic
10% Other
Monday, February 28, 2011
22. Keyword Research
• The biggest mistake is thinking you know the
best keywords. Your users will prove you wrong.
• People search based on what they need
• Research should happen before the pen is lifted
and the first line of code is written
• Keyword Research helps you understand or know
the words people are actually using
• No Corporate Jargon
• No Industry Slang
• Call things what they are
Monday, February 28, 2011
23. Keyword Trends
• Knowing keyword trends can change your whole
marketing program
Monday, February 28, 2011
24. Keyword Trends
• Knowing keyword trends can change your whole
marketing program
Monday, February 28, 2011
25. Words are everything
• Search Engines look for patterns of words
• Title Tags - the entry point to your site
• People can easily scan headers, subheads, bullet
points, links (blue underlines), navigation
• Never optimize your site for only 1 or 2 keywords
(Theory of the Long-Tail)
Monday, February 28, 2011
26. Page Structure
• Content area should be structured like a newspaper
• Headlines
• Meaningful subheads
• Bullet points
• Text contrast (ex: bold, italics, etc.)
• Links
Monday, February 28, 2011
27. Website Readers Scan
• 79% of web users scan content
• 16% of web users read word for word
(Source: Jakob Nielsen - www.useit.com)
• Users want straight answers (information) - fast
• Interesting - Users read email newsletters more
thorough than they do websites (useit.com)
Monday, February 28, 2011
28. Usability
• Simply, it is a “user friendly” site
• “Don’t Make Me Think”
• Navigation (no more than 7 links)
• Design with the user in mind
Before designing a website, answer two questions...
• What is the purpose of the website?
• What do you want the user to do?
Monday, February 28, 2011
29. “All I want is clarity.”
-Ron Dylnicki
Monday, February 28, 2011
30. The Goal of SEO
• Get users to your site
1) Connect with the user
2) Solve their problem(s)
3) Change their behavior
• Convert users into buyers
Monday, February 28, 2011
31. An Optimized Website
• Clear Navigation
• Readable, valuable and keyword-rich content
• Designed with the user in mind (show them
where to go, and what to do)
• Easily “crawl-able” by search engine spiders
• Something of value to the user
• Clean HTML code
• Universally optimized
Monday, February 28, 2011
32. Universal Search
• Everything can, and should, be optimized
Images, videos, PDFs, audio clips, etc.
• YouTube is the second largest search engine and
Google owns it
• Google Images
Monday, February 28, 2011
37. Links
Why do links matter? Links Provide Direction.
How
• Outgoing - Link out
• Incoming - Link in
What
• Navigation, Editorial and Ad Space
Where
• Blogs, Sitemaps, and Social Media sites
Monday, February 28, 2011
38. Links
7 Ways to get links
1. Your Site
2. Directories
3. Search (ie: Technorati for Bloggers)
4. Analytics
5. Ask - “permission marketing”
6. Buy Links (borderline black hat)
7. Earn Them
Monday, February 28, 2011
39. Nothing better than
a good link
• A good link boosts search engine ranking
• A good link drives brand exposure
• A good link drives sales and leads
Monday, February 28, 2011
40. How are links evaluated?
• Where the link came from (how well respected is
the site?)
• Relevancy of the linking site
• What type of site (directory, content site, link
farm, blog, ad, etc.)
• Where does the site reside (is it on the same IP
block or the same server?)
• Surrounding Content - Anchor text
• What is the PageRank?
Monday, February 28, 2011
41. Social Media
• Would you invite people into your house without
cleaning first?
• For websites, “cleaning” means having an
SEO Strategy and Web Analytics code installed
Monday, February 28, 2011
42. Social Media & SEO
• Go hand in hand
• Blogs - “Websites on steroids”
• Blogs are the best thing to happen to SEO
• Open yourself to a much larger audience
• Monopolize page 1 of Google
Monday, February 28, 2011
43. Not SEO Friendly
• Full Flash Websites
• Splash Pages
• Broken links (don’t abandon users)
• Inaccessible Navigation (users and spiders)
• An image only website
• Black-hat SEO
Monday, February 28, 2011
44. Beware of the Black-Hat
• Google says “Don’t be evil.”
• No magic formula. Don’t trick the search engines.
• White text on a white background & invisible links
• Keyword Stuffing
• Link Farms
• Spam
• No one can guarantee Google’s 1st ranking
• Show your users what you are showing S.E.’s
Monday, February 28, 2011
45. Future of Search
• Bing (Microsoft’s S.E.) and Yahoo! merger
• Local Search
• Search changes everyday...how can we keep up?
• As long as we have questions, we will always
need answers...where is the first place we’ll go?
Monday, February 28, 2011
46. The Process
On-site
• Market Research
• SEO Audit (for existing sites)
• Keyword Research
• Content Creation and Site Architecture
• HTML Evaluation
Off-site
• Link Building Strategy
• Universal Search and Social Media Optimization
Monday, February 28, 2011
47. Now What?
Does my client need SEO?
Monday, February 28, 2011
48. SEO Refresh - It’s all about creating a good website
The perfect balance =
30% Search Engine Traffic
30% Referring Sites
30% Direct Traffic
10% Other
Monday, February 28, 2011
49. THANKS!
tim@austin-williams.com
http://twitter.com/tim_eschenauer
Monday, February 28, 2011
