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SEO: Overview & Examples . Jim Holcomb July 12, 2011. Search Engine Optimization (SEO).

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SEO: Overview & Examples


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    Presentation Transcript
    1. SEO: Overview & Examples Jim Holcomb July 12, 2011

    2. Search Engine Optimization (SEO) • Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. (wikipedia)

    3. Inbound Marketing Toolkit • Website/Blogging • Promotes engagement & dialogue • Social Media • Engagement and dialogue • Search (Paid & SEO) • Be found easily

    4. Inbound Marketing • Inbound marketing is a marketing strategy that focuses on getting found by customers. (wikipedia) • Marketers "earn their way in“ vs. "buy, beg, or bug their way in“ • Hunting vs. Farming www.InboundMarketing.com

    5. Turn strangers into friends. • Turn friends into customers. • And then... do the most important job: Turn your customers into salespeople. http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf

    6. Inbound Marketing Process Idea for Content • Delivery/ Engagement Platform • Website • Blog • Social Media Audience Growth

    7. I love search!

    8. Search Stats • 16.95 billion searches August 2010 – 22% YoY (comScore) • ROI from SEO is highest of all channels including Email – 70% (marketing sherpa)

    9. Recent Developments • The Rise of Bing - A Two Engine World • Google Instant • Google Caffeine • Google+

    10. Self-Assessment of Your Site

    11. Start with Questions

    12. SEO Six Pack • Plan • Keyword Selection • Act • On-Site • Links • Social • Local • Measure • Review & Adjust Accordingly

    13. Keyword Resources • KeywordDiscovery.com • Wordstream.com • SEMrush.com • Google AdWords https://adwords.google.com/select/KeywordToolExternal?forceLegacy=true

    14. Keyword Tips • Focus on 1 Primary and 4 Secondary terms • Review competition & search volume • Give it time!

    15. Act

    16. On-Site - Indexation • Make sure the site is getting crawled fully • Robots.txt • Meta No Index • Count of URLs Indexed • Google> “Site:<domain>” • XML Site Maps - http://www.xml-sitemaps.com/

    17. On-Site Optimization

    18. On-Site Optimization

    19. On-Site Assessment Robots.txt Title Meta Description Alt Images

    20. On-Site Tips • Make sure engines are indexing your site • Include Primary keyword in Title of Home Page • Include Primary and Secondary words in Body of Home Page

    21. Link Building

    22. Anchor Text

    23. Link Building – A Starting Guide 1. Research 3. Response 2. “Contact” Yes! Or No? 4. Repeat

    24. Link Opportunities – 90% Success Rates • Directories are your friends!... Especially when they provide a high quality link and are free!

    25. Link Opportunities – Leverage Your Members? • Opportunities to get links back from members • Certifications – ex. Watersavers • Overall Membership – badges

    26. Advanced Link Opportunities • Social Bookmarking Sites • PressReleases • BusinessWire • PRweb • Industry Forums & Blogs • Publishers/news sites

    27. Leverage Your Competitors • http://www.opensiteexplorer.org/ • http://www.majesticseo.com

    28. Backlink Battle Vs. 626 links 5,144 links

    29. Beware • Don’t buy links • Beware the link swap – don’t over do link reciprocity

    30. Helping Members with Link Building • Public Members Directory? • Dedicated Profile? (ex. brownbook.net)

    31. Link Building Recap • Research number of backlinks of client vs. competitors • Overall inbound strategy • Inbound strategy from members? • Outbound strategy to members?

    32. Local

    33. Social • The Social Trifecta • SERP domination – rep management • SEO link bait • Member/customer voice – megaphone effect

    34. SERP Domination

    35. Engagement – Megaphone Effect

    36. Measure

    37. Backlinks

    38. Measure Tips • Make sure to do the basics – Rank & Backlinks • www.authoritylabs.com • www.kpmrs.com • Site analytics • Google Analytics • GetClicky • Read, react and repeat