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Optimization Strategies & Tactics for Achieving High Visibility in Search Results Barbara Coll; CEO WebMama.com, Inc.
Mission Statement Produce product sales, information distribution and/or lead generation, with a high return on the marketing investment.
Goal High Rankings in Organic Search Engine Results that Increase Qualified Traffic to Website
Strategy • Think of optimization throughout site development and modifications • Look for optimization opportunities • Look for web developers and designers who have SEO experience or partners
How to Get the Team On Board • Educate the Team • Convince the Team • Bribe the Team
The Team Inventory Managers Marketing Manager Web Producer Product Manager Public Relations MarCom Customer Support Graphic Designers IT Sales Copywriters Investor Relations Legal Developers Webmaster Marketing Demand Generation Executive Management Content Managers International Programmers
What Do We Want? • To rank very well under phrases that have been shown to convert • To have all pages indexed • To rank well under keywords that have traffic volume • To own the category!
Critical Decisions – What to Optimize With? • Not an easy decision • Requires extensive research • What is the outcome desired of search visitors? • Is it about branding, awareness or lead generation?
Beware the CEO-ego!! Beware the CEO-ego!!
Keyword Selection Tools • The TEAM • The Competition • PPC Volume Estimation Tools • Your PPC campaigns • WordTracker for ratios & expansions • Current WebSite Referring Keywords • Media Publishers’ keyword list
Note 1: Legacy words are important and drive volume Note 2: Searchers usually don’t use PR terms
What to do now with Keyphrases? • Map keywords/phrases to pages • Use Keyphrases in content on page • Develop meta data with keywords • TITLE tags • Meta Description and Keyword tags • ALT tags • Name directories, files and images
SpiderabilityRemember that they WANT your Content • All pages accessible through the navigation structure of the site • SiteMaps – include links to popular search results and dynamic pages • GOOGLE • Sitemaps(https://www.google.com/webmasters/sitemaps/login ) • YAHOO • Paid Inclusion – Yahoo! Search Submit (http://searchmarketing.yahoo.com/srchsb/index.php) • Yahoo Site Explorer
When they find it you want them to be able to ‘read’ it • Content Management Systems • Development Platform • And the evil (for now )…..
Things to Remember (1) • Content, content, content – with keywords • Tracking is hard • Organic traffic is effected by all other online and offline marketing
Things to Remember (2) If you think it is important then the search engines think it is important And a question: How much longer can we call it free?
Barbara C. CollCEO, WebMama.com Inc.A Search Engine Marketing Companybcoll@webmama.com Search Engine Marketing Professional OrganizationFounder, former President and Chair;Board of DirectorSEMPO.org Clients: HP, WebEx, Verisign, Shoes.com, Homegain….