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SEO Update PowerPoint PPT Presentation

SEO Update Agenda What is SEO? Time to re-write those marketing plans 5 Major Trends in SEO Universal/Blended/3D Search Google Maps (Google Local) Social Media and its impact on SEO Online Press Releases – prweb.com Google Tools Tracking Results with Google Analytics

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Seo update l.jpg

SEO Update


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Agenda

  • What is SEO?

  • Time to re-write those marketing plans

    • 5 Major Trends in SEO

      • Universal/Blended/3D Search

      • Google Maps (Google Local)

      • Social Media and its impact on SEO

      • Online Press Releases – prweb.com

      • Google Tools

        • Tracking Results with Google Analytics

        • Making the most of Google’s Webmaster Central

  • Q & A


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What is SEO?

  • Search Engine Optimization

    • A definition: The modification/optimization of a web site’s build and content to better position the site in the natural/organic results of the major search engines.

    • Off-page factors vs. On-page factors

  • Which Engines to Target?

    • Why we care what Google does


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Which Engines?

  • Google and Yahoo (August 2007)

    • 79.8% of total searches for top 2 engines

    • Google and Yahoo are critical to SEO success


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Universal Search

  • Beyond Ten Blue Links

    • May 16, 2007: Google begins delivering blended results – Universal Search

    • Digital content that used to be in separate search verticals is now delivered together

    • Everyone else has followed

      • Yahoo: Launched The New Yahoo! Search in October

      • Ask: Launched Ask 3D in June

      • Microsoft: Announced upgrades to Live Search in late September

  • Bottom line: The competition for valuable real estate on the results page is steeper


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Universal Search

  • SERPs now include a wide range of digital media, not just links to web sites:

    • Blogs

    • Images

    • Videos

    • Books

    • News

    • Music Files


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Universal Search

  • Example: a search for “hillary clinton”

    • Results on page one of SERPs include:

      • Video

      • News archives

      • Blog posts

      • Web sites

        • Her campaign site

        • Her senate site

        • Her MySpace page

        • Her Wikipedia entry


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Universal Search

ASK.com a search for “hillary clinton”


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Universal Search

  • The key to success in blended search is to make sure that your site/products/services has a wide range of digital media to support its message:

    • Start that blog

    • Optimize your images

    • Create videos

    • Post news items


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Google Maps

  • Roughly 30% of all searches are local

  • Started as Google Local

    • Self-edited local business listings

    • Database of listings provided through local phone listings

  • Now completely integrated with Google Maps

  • A great opportunity to add to your listing, making it stand out from others

    • Expanded description

    • Additional business details (hours, rates, etc.)

    • Add Photos

    • Reviews

    • Coupons

  • Ranking within Google Maps determined by Allpages.com

    • Data supplied by local phone company > Acxiom > Allpages > Google


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Google Maps

  • Example: Birmingham AL Web Design


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Google Maps

  • Example: Birmingham AL Web Design


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Google Maps

  • Example: Birmingham AL Web Design


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Google Maps

  • How to take advantage of Google Maps

    • Navigate to your existing listing

    • Click “Edit this Listing”

    • Follow onscreen instructions

    • Validate changes

      • By phone – they call you to validate

      • By mail (PIN)


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Social Media

  • Online Community

    • A category of sites that is based on user participation and user-generated content.

  • Examples:

    • Social Networking: Facebook, MySpace, LinkedIn

    • Social Bookmarking: Del.icio.us, StumbleUpon

    • Social News: Digg or Reddit

    • Other: Wikipedia, YouTube


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Social Media

  • Reaching out beyond the confines of your domain to talk to potential site users at the other places they frequent – participating in a wider online community

  • Participation in social media does two things:

    • Widens the reach of your site (people will go directly to your site from the social media outlet)

    • Improves your visibility in the SERPs as the social media sites are spidered regularly

      • e.g. liketotally80s.com


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Social Media

  • Word of caution:

    • Participation must be genuine and not transparently self-serving

      • Example: The Social Media Press Release

    • Be a good community member

      • Contribute something of interest to users


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Press Releases

  • The new way to get your message out

    • Prweb.com

  • Allows for search engine optimization with anchor text in links matching targeted keyword phrases

  • Other features:

    • Use images and video (also optimized for SEO)

    • Target MSAs and Industries

      • Use in conjunction with Google Trends

  • Watch their video: http://www.prweb.com/destination.php?awsrc=prweb_plainenglish_fp


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Press Releases

  • Tips:

    • Brainstorm to create a list of topics that are news-worthy and of interest to your target audience

      • Do not treat it as a sales piece

    • Try to target one phrase

    • Include that phrase in the title, near the beginning of the text and then several more times throughout article

    • Add a link to the targeted phrase that goes directly back to your optimized page for that phrase

    • Target by MSA if applicable

      • Use Google Trends to research geographic hot spots


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Google Tools

  • Google Analytics

    • makes tracking easier (and cheaper – FREE) than ever before

      • Small script on each page of site

      • Allows goal setting and tracking (with values if preferred)

      • Ties seamlessly into AdWords

      • Allows for sharing statistics by managing users

      • Export data to PDF, XML, CSV, or TSV

      • Email reports


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Google Tools

  • Google’s Webmaster Central

    • Diagnostics

      • See errors encountered by Google when accessing your pages

    • Statistics

      • Top search queries

      • What Googlebot sees

      • Crawl stats

      • Index stats

      • Subscriber stats

    • Links

      • Internal, External, Sitelinks

    • Google Sitemaps

      • Ensures that Google sees complete site

    • Tools

      • Analyze robots.txt

      • Manage site verification

      • Set crawl rate

      • Set geographic target

      • Set preferred domain

      • Enable enhanced image search

      • Remove URLs


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Resources & Tools

  • Search Engine Watch (and SearchDay newsletter)

    • www.searchenginewatch.com

  • Universal Search Overview Article by Danny Sullivan

    • http://searchengineland.com/070516-143312.php

  • PrWeb

    • www.prweb.com

  • Podcast: Where Search and Web 2.0 Meet

    • http://buzzmarketingfortech.blogspot.com/2007/05/search-vs-social-media-podcast-with.html

  • Google Maps

    • http://local.google.com/

  • Google Trends

    • http://www.google.com/trends

  • Yahoo! Local

    • http://listings.local.yahoo.com/

  • Free XML Sitemaps Tool (for use with Google’s Sitemaps)

    • http://www.xml-sitemaps.com


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Questions & Answers


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