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Search Engine Optimization eMarketing Presentation

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Search Engine Optimization eMarketing Presentation Powered By Docstoc
					                               GETTING STARTED WITH
                         SEARCH ENGINE OPTIMIZATION
                                          @DAVIDCICCARELLI
                                          DAVID@VOICES.COM
                                              CEO, VOICES.COM




Tuesday, March 1, 2011
                TODAY’S TALKING POINTS
                  ๏ SEARCH MARKETING STATISTICS & FINDING OPPORTUNITIES

                  ๏ START WITH A HEALTH CHECK

                  ๏ KEYWORD RESEARCH

                  ๏ CONTENT CREATION AND DISTRIBUTION

                  ๏ OPTIMIZING PAGE TITLES, DESCRIPTIONS, HEADINGS AND BODY COPY

                  ๏ WEBSITE ARCHITECTURE

                  ๏ SOCIAL GRAPH




Tuesday, March 1, 2011
                CUSTOMER ACQUISITION COSTS
                                                                                                        70
                         70

                                                                                             60



                                                                              50




                         35



                                                             20




                                         9




                          0
                              Search Engine Marketing   Yellow Pages   Banner Ads Online   E-mail   Direct Mail



                                                    Search Engine Marketing is the most
                                                cost-effective way to acquire new customers.




Tuesday, March 1, 2011
                GLOBAL SHARE OF SEARCHES
                                      6%
                                 9%              32%
                                                        Europe
                                                        Asia Pacific
                                                        North America
                          22%                           Latin America
                                                        MidEast + Africa



                                           31%




                                Data Source: comScore




Tuesday, March 1, 2011
                # OF MONTHLY SEARCHES IN THE U.S.
                                                                                  16,000



                                                                                 12,000
                                                                                           (Millions)



                                                                                8,000



                                                                            4,000
                         2006
                                2007
                                           2008                             0
                                                      2009
                                                                     2010


                                   Searches for all search engines
                                        Source: Comscore




Tuesday, March 1, 2011
                U.S. SEARCH ENGINE MARKET SHARE
                                        3%2%
                                  13%                         Google Sites
                                                              Yahoo! Sites
                                                              Microsoft Sites
                            16%
                                                              Ask Network
                                               66%            AOL Network




                         Data Source: comScore January 2011




Tuesday, March 1, 2011
                CLICK THROUGH RATES
                         RESULT POSITION   AVERAGE PERCENTAGE OF CLICKS
                               #1                     34.35%
                               #2                     16.96%
                               #3                     11.42%
                               #4                     7.73%
                               #5                     6.19%
                               #6                     5.09%
                               #7                     4.02%
                               #8                     3.47%
                               #9                     2.85%
                              #10                     2.71%
                             #11-20                   5.27%




Tuesday, March 1, 2011
                         SEARCH DEMAND CURVE

Tuesday, March 1, 2011
                         EVALUATING YOUR OPPORTUNITIES

Tuesday, March 1, 2011
                         LET’S START WITH A
                           HEALTH CHECK




Tuesday, March 1, 2011
                         GOOGLE WEBMASTER TOOLS

  1.
Tuesday, March 1, 2011
                         BING WEBMASTER TOOLS

Tuesday, March 1, 2011
                     CHECK YOU ARE GETTING CRAWLED

  2.
Tuesday, March 1, 2011
                         SEE PAGES CRAWLED PER DAY

Tuesday, March 1, 2011
                CREATE A SITEMAP
                ๏ Have an HTML sitemap and
                  link to it from each page on
                  our site. It helps Google find
                  all the pages on your site.
                ๏ Automatically build an XML
                  sitemap using xml-
                  sitemaps.com
                ๏ Install Google Sitemap
                  Generator on your server.
                  Technical skills required.



  3.
Tuesday, March 1, 2011
                         CHECK IF YOUR PAGES ARE INDEXED

  4.
Tuesday, March 1, 2011
                         READY TO START OPTIMIZING




Tuesday, March 1, 2011
                         KNOW YOUR KEYWORDS

Tuesday, March 1, 2011
                         KEYWORD RESEARCH

  5.
Tuesday, March 1, 2011
                MANAGE YOUR
                KEYWORDS

                ๏ Start a spreadsheet to save
                  all your keywords in a single
                  spot.
                ๏ Organize your keywords into
                  groups by topic or subject
                  matter.




  6.
Tuesday, March 1, 2011
             PLACE KEYWORDS ON YOUR PAGES
              Put keywords and phrases in some of the following places to increase the ranking
              of a web page in the search engine results.

            ๏ Page Title

            ๏ Page Description

            ๏ In H1, H2, H3 tags

            ๏ In the body or your article or pages

            ๏ Page File Name ( your-very-important-page.html )




  7.
Tuesday, March 1, 2011
                   THE COMPETITIVE ADVANTAGE




Tuesday, March 1, 2011
                         COUNT YOUR LINKS

  8.
Tuesday, March 1, 2011
                DEVELOP YOUR LINK PROFILE

                 ๏ Link Popularity: How many links point to your website?

                 ๏ Link Relevancy: Are the links of a high quality, from websites in the
                         same industry or from authority websites?

                 ๏ Anchor Text: The active text used to enable the link to your
                         website. Does it say your business name or keyword?




Tuesday, March 1, 2011
                BUILD EXTERNAL LINKS

                 ๏ Authority Links - CNN, BBBonline.org, Industry Associations

                 ๏ Directory Links - Yahoo! Directory, BOTW.org

                 ๏ Press Release Links - PRWeb.com, PR.com

                 ๏ Blog Links - Articles written about you, comment links

                 ๏ Social Media Profile Links - LinkedIn, Twitter, YouTube, Knowem

                 ๏ Reciprocal Links - Link exchanges from related websites




  9.
Tuesday, March 1, 2011
                         THE SOCIAL GRAPH




Tuesday, March 1, 2011
                SOCIAL ENGAGEMENT
                  Danny Sullivan: If an article is retweeted or referenced much in
                  Twitter, do you count that as a signal outside of finding any non-
                  nofollowed links that may naturally result from it?

                  Google: Yes, we do use it as a signal. It is used as a signal in our
                  organic and news rankings. We also use it to enhance our news
                  universal by marking how many people shared an article.

                  Google: We treat links shared on Facebook fan pages the same as
                  we treat tweeted links. We have no personal wall data from Facebook.




Tuesday, March 1, 2011
                POSSIBLE SOCIAL INDICATORS

                 ๏ Number of unique tweeting sources

                 ๏ The authority of the tweeting source

                 ๏ The time of tweet (breaking news)

                 ๏ Quantity and quality of retweets

                 ๏ Quantity of clicks




10.
Tuesday, March 1, 2011
                         FINAL THOUGHTS




Tuesday, March 1, 2011
                         THANK YOU!

                                      @DAVIDCICCARELLI
                                      DAVID@VOICES.COM
                                          CEO, VOICES.COM




Tuesday, March 1, 2011

				
DOCUMENT INFO
Description: David Ciccarelli, CEO of Voices.com lists the importance for effective Search Engine Optimization with informative search marketing statistics. Learn how to utilize keyword search, creative content distribution, optimizing page titles, descriptions, headings and body copy using proper website architecture.