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SEO Update - PowerPoint PPT Presentation

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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

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SEO Update

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Presentation Transcript
  • 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
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
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
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
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
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
Universal Search a search for “hillary clinton”

universal search9
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
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
Google Maps
  • Example: Birmingham AL Web Design
google maps12
Google Maps
  • Example: Birmingham AL Web Design
google maps13
Google Maps
  • Example: Birmingham AL Web Design
google maps14
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
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
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
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
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
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
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
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
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)