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.
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
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