Seo update
1 / 23

- PowerPoint PPT Presentation

  • Updated On :

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 – Google Tools Tracking Results with Google Analytics

I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
Download Presentation

PowerPoint Slideshow about '' - Gabriel

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.

- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

Agenda l.jpg

  • 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 –

      • Google Tools

        • Tracking Results with Google Analytics

        • Making the most of Google’s Webmaster Central

  • Q & A

What is seo l.jpg
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

Which engines l.jpg
Which Engines?

  • Google and Yahoo (August 2007)

    • 79.8% of total searches for top 2 engines

    • Google and Yahoo are critical to SEO success

Universal search l.jpg
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

Universal search6 l.jpg
Universal Search

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

    • Blogs

    • Images

    • Videos

    • Books

    • News

    • Music Files

Universal search7 l.jpg
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

Universal search8 l.jpg
Universal Search a search for “hillary clinton”

Universal search9 l.jpg
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

Google maps l.jpg
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

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

Google maps11 l.jpg
Google Maps

  • Example: Birmingham AL Web Design

Google maps12 l.jpg
Google Maps

  • Example: Birmingham AL Web Design

Google maps13 l.jpg
Google Maps

  • Example: Birmingham AL Web Design

Google maps14 l.jpg
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)

Social media l.jpg
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:, StumbleUpon

    • Social News: Digg or Reddit

    • Other: Wikipedia, YouTube

Social media16 l.jpg
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.

Social media17 l.jpg
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

Press releases l.jpg
Press Releases

  • The new way to get your message out


  • 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:

Press releases19 l.jpg
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

Google tools l.jpg
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

Google tools21 l.jpg
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

Resources tools l.jpg
Resources & Tools

  • Search Engine Watch (and SearchDay newsletter)


  • Universal Search Overview Article by Danny Sullivan


  • PrWeb


  • Podcast: Where Search and Web 2.0 Meet


  • Google Maps


  • Google Trends


  • Yahoo! Local


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