INTRO TO SEO BY RACHEL BARNHARD CEO, BIGDATA MARKETING July 6, 2010
Transcript
INTRO TO SEO BY RACHEL BARNHARD CEO, BIGDATA MARKETING July 6,
2010
About Me Rachel Barnhard [email protected] @bigd8a
Not in Kansas Anymore... Intro Defining Search Optimizing SEO:
Internal SEO: External What Next?
Agenda I. Dening Search II. Optimizing Your Site I. Internal
II. External III. Content Strategy III. Where to Start Intro
Defining Search Optimizing SEO: Internal SEO: External What
Next?
Dening Search Search engine optimization (SEO) is the practice
of maximizing the volume or quality of trafc to a web site (such as
a blog) from search engines - Wikipedia, Search Engine Optimization
Bing is a search engine that finds and organizes the answers you
need so you can make faster, more informed decisions. - The
description of Bing.com when you Google Search Intro Defining
Search Optimizing SEO: Internal SEO: External What Next?
What its not... Paid Advertising Spam Easy Intro Defining
Search Optimizing SEO: Internal SEO: External What Next?
What it is... Attempting togain favor with Search Engines in
order to achieve a high rank in organic (i.e. unpaid) search
results Intro Defining Search Optimizing SEO: Internal SEO:
External What Next?
Whos the boss? 65% Google Yahoo Bing Ask 17% Aol 11% 4% 3%
Source: ComScore Core Search Report, March 2010 Who knows:
comScore, Nielsen, Compete, Hitwise Intro Defining Search
Optimizing SEO: Internal SEO: External What Next?
What does it mean to your business? Knowing what your customer
is looking for online when they need your product Anticipating how
they ask for it Answering them when they do Intro Defining Search
Optimizing SEO: Internal SEO: External What Next?
How Users Search Types of Search: MusikPitch Navigational
MusikPitch.com Informational How to license music Transactional
Royalty Free Music General Whatevers Left How People Search:
MusikPitch Explicit Custom Music Problem Make video more
interesting Symptom Need Music for Film Product MusikPitch Intro
Defining Search Optimizing SEO: Internal SEO: External What
Next?
Questions?
Optimizing Your Site Your USP Intro Defining Search Optimizing
SEO: Internal SEO: External What Next?
Who Does Google Think U... R...?? Desired Keyword Ranking vs.
Googles Opinion MusikPitch Site Content Desired Keywords 1.
musikpitch 1. Music LIcensing 2. music 2. Original Music 3. contest
3. Commercial Music 4. contests 4. Royalty Free Music 5. song
Licensing 6. blog 5. Royalty Free Music 7. customer 6. Jingles 8.
license 7. Video Game Music 9. composed 8. Business Jingles 10.
musician 11. lms 12. rating 13. rss 14. eliminated 15. rights Intro
Defining Search Optimizing SEO: Internal SEO: External What
Next?
Who do you want to be? Identify your target customer How do
they search for products or services like yours? (P.S. Ask them)
Set goals for keyword and competitive ranking Intro Defining Search
Optimizing SEO: Internal SEO: External What Next?
Keyword Research Keyword Tool Identify key search terms Use
them in SEO activities on and off site Intro Defining Search
Optimizing SEO: Internal SEO: External What Next?
Internal Validation Content Domain Name Canonical URLs Titles
& Metatags Intro Defining Search Optimizing SEO: Internal SEO:
External What Next?
Validation Google Webmaster Tools Yahoo Search Monkey XML
Sitemaps CSS/XHTML Validation Intro Defining Search Optimizing SEO:
Internal SEO: External What Next?
Content Site Design Headers Image Alt Text Video Flash Warning
Intro Defining Search Optimizing SEO: Internal SEO: External What
Next?
URLs (Uniform Resource Locator) Domain Name: www.keyword.com
Canonical URLs: A hint that we honor strongly - Google Bad Ex:
www.yoursite.com/prod?ref=421 Canonical URL:
www.yoursite.com/productname Intro Defining Search Optimizing SEO:
Internal SEO: External What Next?
Page Titles Titles are Essential! MusikPitch: Custom Music and
Jingles for Film, Commercials, Background Music Example: Intro
Defining Search Optimizing SEO: Internal SEO: External What
Next?
Meta Tags Descriptions Tags... pretty important Used in Search
Engine descriptions if applicable Keyword tags...matter to some
Intro Defining Search Optimizing SEO: Internal SEO: External What
Next?
Directory Listings Top 3 Directories DMOZ Yahoo Directory
ZoomInfo Industry Specic Directories IndieBible IndieConnect
Business Listings- Yahoo, CitySearch,Yelp Intro Defining Search
Optimizing SEO: Internal SEO: External What Next?
Vertical Search Engines Industry Specic May require special
partnerships Examples: Kayak, Expedia Intro Defining Search
Optimizing SEO: Internal SEO: External What Next?
Link Building Feeder vs. Organic Focus onTrusted Sites Use
Anchor Text Intro Defining Search Optimizing SEO: Internal SEO:
External What Next?
Intro to PageRank Googles PageRank system Discourages inorganic
link building Gives certain sites more votes than others: YouTube
answers.com Top ehow.com associatedcontent.com Social blogspot.com
buzzle.com Sites ezinearticles.com squidoo.com hubpages.com
wordpress.com facebook.com Intro Defining Search Optimizing SEO:
Internal SEO: External What Next?
Web Neighborhoods Intro Defining Search Optimizing SEO:
Internal SEO: External What Next?
Link Spam AKA: Search Spam, Search Engine Spam, or Web Spam
Links present for reasons other than merit (hidden links, link
farms) Result: Google PageRank Intro Defining Search Optimizing
SEO: Internal SEO: External What Next?
Blog News Multi-Media Social Media Intro Defining Search
Optimizing SEO: Internal SEO: External What Next?
Intro Defining Search Optimizing SEO: Internal SEO: External
What Next?
Intro Defining Search Optimizing SEO: Internal SEO: External
What Next?
Intro Defining Search Optimizing SEO: Internal SEO: External
What Next?
Example Intro Defining Search Optimizing SEO: Internal SEO:
External What Next?
Where do I start?
DIY Tools Google Analytics Google Adwords (Keyword Tools)
Google Webmaster Tools Yahoo Search Monkey Alexa Hubspot Intro
Defining Search Optimizing SEO: Internal SEO: External What
Next?
Hire Someone Fees depend on size of site, need Average Cost:
$2,500/mo to $1,000/hr (SEOmoz) Professional Tools: Ominture,
Webtrends, RavenTools Intro Defining Search Optimizing SEO:
Internal SEO: External What Next?