Total SEO: Harnessing Your Web Activity to Increase Organic Search Traffic

Presented byBranko RihtmanMIT Forum

http://www.tenswebmarketing.comhttp://www.seo-scientist.com

Some facts

• June 2008 – Google breaks the 7 billion searches per month point

• North American companies have spent over 12 billion dollars on Search Engine Marketing in 2007

• More than 95% of people do not click past the first page of results

• SEO offers some of the highest conversion rates when compared to other marketing methods

Google SERPs yesterday

PPC

OrganicOrganic

SEO yesterday

•Metatag optimization

•Directory and Search Engine Submission

•Reciprocal Link Exchange

Google SERPs today

SEO Today ?

SEO Today ?

Not a “service done to a website” but rather an internet profile building service, affecting almost every aspect of the website-internet interaction.

Site design and architectureSocial media participationPublic RelationsPaid AdvertisingOnline PublishingCommunity building

Site building

•URL Canonization (Dynamic URLS ? How many parameters ?)•Duplicate content issues (order of query string parameters,

product descriptions, tracking parameters)•Server side redirects (expired content, incoming link

typos – use mod_rewrite/ISAPI_Rewrite)•Custom 404 pages•Site Search Optimization• Internal navigation (JAVA ?, FLASH ?)

Utilizing PPC

• Initial traffic stream (until the organic rankings arrive)

•Keyword research (identification of the “long tail” phrases)

•Site conversion rates (A/B testing, testing of calls to action) https://adwords.google.com/select/KeywordToolExternal

Utilizing Social Media

•Digg•Stumbleupon•Twitter•Wikipedia• LinkedIn

Off-site content•Community participation – comments,

answering questions•Article submission•Press release optimization & submission•Blogging (employees, management) – topics

according to the public interest (traffic analysis)

Bundling it all together• SEO

– Performing keyword research– On-page optimization (metatags,

content, on-site navigation,link consolidation)

– Off-page optimization (links)– Analytics

• PPC– Estimate your traffic volume– Find terms used by your target audience– Provide an initial stream of traffic (ROI!)

• SMO– Brand recognition– Traffic

• Off site content development– press releases– article submission – guest blogging– forum participation

SMX Israel 2009•First (well, maybe second) conference

dedicated to Search Marketing in Israel •From the line of world SMX conferences•Search Engine representatives, Top SEM companies

and consultants from Israel and SEO rock-stars from the world

•Two day event, with exhibition area, panels on SEO, PPC, SMO, Analytics, etc.

http://www.tenswebmarketing.com

http://www.seo-scientist.com