Evolving Your SEO Efforts

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					Evolving Your SEO Efforts

MIMA Summit 2007
October 3, 2007

                            Lance Loveday, CEO
Agenda – Evolving SEO

•   Philosophy
•   Why Search Matters
•   SEO Basics
•   Search Engine Update
•   Why & How to Optimize:
    –   Video
    –   Images
    –   News
    –   Blogs
    –   RSS Feeds
             …for maximum visibility
Content ROI = f (Visibility, Effectiveness)

                   Traffic   Conversion
Conversion Defined
  Direct Traffic   Organic Search   Paid Search   Email Campaigns   Banner Ads   Etc.
Content ROI = f (Visibility, Effectiveness)

                     This Talk
Why Search Matters
Web Navigation Patterns are Shifting
Toward Search

 For the first time, more people
 use search engines to
 navigate to sites vs. going to
 the site directly.
Google Extending Its Lead in Search

                              The Top 3 search
                               The Top 3 search
                              engines received 86%
                               engines received 86%
                              of the 6.9 Billion
                               of the 6.9 Billion
                              searches conducted
                               searches conducted
                              in January 2007. **
                               in January 2007. **
Search = Half of Online Advertising Revenue

                             Global Online
                             Global Online

                             Global Paid
                             Global Paid
                             Search Revenue
                             Search Revenue
Search Engine Update
Google - Then
ALL content should be created
with findability in mind.
SEO Basics
Anatomy of a Search Results Page - Then
Paid vs. Organic Search Results

                         Pay per click
                         Pay per click
                         Links (PPC)
                          Links (PPC)
                          30% traffic
                          30% traffic

                      search results
                      search results
                        70% traffic
                        70% traffic
Search = Half of Online Advertising Revenue

                             Global Online
                             Global Online

                             Global Paid
                             Global Paid
                             Search Revenue
                             Search Revenue
The Importance of High Rankings

                                                          62% of search
                                                           62% of search
                                                           engine users
                                                            engine users
                                                            click on links
                                                            click on links
                                                          returned within
                                                          returned within
                                                         the first page of
                                                         the first page of
                                                             search hits.
                                                             search hits.

        It isn’t enough to just be in the search engines,
        It isn’t enough to just be in the search engines,
           you need to be at the top of the results .. .. ..
            you need to be at the top of the results
             or miss out on more than half the traffic.
             or miss out on more than half the traffic.
How SEO Works

    1.Keyword Research
    2.On-Site Optimization
    3.Off-Site Optimization

    Handout is a cheat sheet that explains the whole process
1. Keyword Research
•   Check these tools to verify the phrases you choose get search
•   Do customers really use the terms you identified?
•   These tools tell you what keywords people really use:
     – Keyword Discovery
        • http://www.keyworddiscovery.com/search.html
    – WordTracker
        • http://freekeywords.wordtracker.com/
    – Yahoo
        • http://inventory.overture.com/d/searchinventory/suggestion/
    – Google (best for single-term keywords)
        • https://adwords.google.com/select/KeywordToolExternal
    – Google Trends
        • http://www.google.com/trends
2. On-Site Optimization
Google looks at 200+ elements when determining relevance

•   Title/Meta Data
•   Visible text on page
•   Keyword Density
     – How often keywords appear as a percentage of total words
•   Headlines (H1, H2, etc.)
•   Link anchor text i.e. “Find web development tools”
•   Content surrounding links
•   Image alt text
•   Link Title text
•   … and just about everything else that exists in the code

          But off-site factors (link popularity) count just as much, if not more
 3. Off-Site Optimization (Link Popularity)

                                                                             Press Releases
 Authoritative Product Review Sites

                                              Your Site

Authoritative Blog Sites
                                                                      Education and Government Sites

                                      Internal Links from your site
Traditional SEO

        Keyword Targeting
      + Optimized Content
      + Link Popularity
      = SEO Success
SEO 2.0 – Part of the mix

• Maximize online visibility of all content
• Need to integrate with:
   – Advertising & PR
   – Web 2.0 initiatives
       • Social media marketing
       • Blogging
       • Conversational marketing
Video SEO
Online Video Expansion
Locating Online Videos

Nearly 40% of online video viewers search and locate online videos via Search Engines.
How can the use of Video affect a site’s

+ On the plus side…
Videos and videocasts can generate a lot of interest, buzz, inbound
   links, and web site traffic.
     – All of this can add up to great search engine rankings.

- On the minus side…
Videos can hide a lot of great content and information from search
    – Search engines do not view or ‘read’ video file content (yet).
    – They need to be told what a video is about.
How Do Web Users Find Videos?

Web users find videos in a number of ways, including:
• Regular search engines
• Links from other web pages
• Video sharing sites such as Google Video and YouTube
• RSS feeds, feed search sites
Three Areas to Optimize for Search:

1. In-File—The video file itself
2. On-Page—The web page on which the video appears
3. Off-Page—All other areas
1 – In-File Optimization

•       Filename—the video file’s name
    –    Include important keywords in the filename
    –    Include the word “video” in the filename
    –    Make the filename accurate and descriptive
    Example: “HP-LaserJet-P2015d-Color-laser-printer-demo-movie.mov”
    Bad example: “demo-dq2007b.mov”

•       Internal metadata—
    –    Metadata Title (include important keywords)
    –    Author, Date, Description (if available)
Note: Video metadata must be entered when the video is produced and encoded. Whoever
     produces/encodes the video can do this.
2 – On-Page Optimization

•   Create a separate web page for each video
     – This allows for the inclusion of more information
       about the video.

•   Optimize the web page using standard SEO best
     – Web page META tags – include important
                                                            In the example above, MSNBC.com has
          • Note: these are completely separate from the
                                                            optimized this video web page by including a
            in-file video metadata.
                                                            keyword-rich TITLE tag, META tags in the
     – Use important keywords in Headings,                  page code, and plain HTML text on the page.
       Subheadings, captions, and image ALT text
     – Include keywords in the page’s URL
•   Include a text excerpt
     – transcribe at least part of the video content onto
       the same web page. Include important keywords
       where possible/reasonable.
3 – Off-Page (part A)

Inbound links from other pages on site

•   Look for opportunities to request
    links to the video’s web page from
    other pages on the site

•   Include important keywords in the
    link text

•   Use a direct, not redirected, URL
    for the link coming to the video page

•   Use the same URL for all inbound
3 – Off-Page (part B)

Inbound links from external site pages
News sites, Review sites, Influential blog sites, Paid links,

•     Request links to the video’s web
      page from other pages on the site

•     Include important keywords in the
      link text

•     Use a direct, not redirected, URL
      for the link coming to the video page

•     Use the same URL for all
      inbound links
3 – Off-Page (part C)

•       RSS Feeds
    –    Include videos in an RSS feed distribution
    –    Optimize the RSS feed for search
    –    Submit the RSS feed to search and aggregator sites
3 – Off-Page (part D)

Video sharing sites
•    Consider submitting videos,
     especially those with viral
     appeal, to popular video sharing
     sites such as YouTube and Google
     Video. This makes them easier to
     find via regular search. Include
     keywords in the Title and
     Description fields of the submission
     form, along with clear, interesting

Important Note: When submitting a video to a
     sharing site, be sure to disclose in the
     description that the video originates from
     your company’s site.
Create a “one page, one video” experience

• This enables viral and social bookmarking distribution
  and visibility
      • You Tube is the model
            Optimizing Video Files                                            vs.                 Optimizing Pages that Contain Videos
(This is a best practice, but currently not as effective as have each video                    (This is a best practice and the recommended SEO-friendly approach for videos)
on its own optimized page)

                                      Video files can be optimized by               URL for the specific
                                      adding keywords into the video                page associated with
                                      file meta data, such as for the               this video:
                                      Title and Comments (shown
                                      below in orange).

                                      However, search engines are
                                      not that adept at indexing the
                                      meta data inside a video file.
                                      This is improving, but is not as
                                      effective as optimizing the
                                      page on which a video is

                                      Adding keywords to the video                  Source code for this
                                      file meta data occurs during                  page:
                                      the creation or saving of the

                                                                                    Sample of optimized source code for this
                                                                                    page, incorporating targeted keywords:
                                                                                               <title> HP Video: Creating Surfboard Art | HP Uncut </title>

                                                                                               <META NAME="DESCRIPTION" CONTENT="Worldwide/All Locations: Video
                                                                                               about how HP's large format printing system helps transform a
                                                                                               professional surfer's photography into a real surfboard.,">

                                                                                               <META NAME="KEYWORDS" CONTENT="HP, surfboard art, large format
Image SEO
Image SEO

• Similar to video
• Keywords in
   – Filename
   – Directory
   – Alt text

• Make sure you aren’t blocking images with robots.txt
Blog SEO
Use Keyword-Rich Tags on the Home Page

• Incorporate targeted keywords into the Title and Meta
  Tags for your blog’s home page
Add News Reader Subscribe Buttons

• Make it easy for your readers to subscribe to your feeds
Claim Blogs in Technorati

•   Blog authors should claim their blog in Technorati
     – Claiming a blog allows authors to add a photo or a logo and a
       description of the blog – increasing visibility in a major blog
       search engine
     – Example of a claimed blog:
Offer Email-Based Subscriptions

• This enables your audience to receive your content via
  email as opposed to using a feed reader.
• Many (if not the majority of) people are still unfamiliar or
  not comfortable with the concept of feeds.
• It depends on your particular audience, but you should
  consider offering an email-based subscription.
Notify Blog Search Engines Each Time You Post

• Blog software generally makes this easy.
• Make sure your blog is at least pinging ping-o-matic
  (send pings to http://rpc.pingomatic.com/).
   – Ping-o-matic pings many of the major blog search engines.
• Consider pinging other services such as:
   – http://blogsearch.google.com/ping/RPC2
   – See http://www.seofeed.com/ping-list-for-wordpress/ for a
     full list of additional pinging services
SEO for Individual Blog Posts
Use Custom Page Titles

• Customize every page title on your blog with relevant
  keywords in order to increase search engine visibility
Use Keyword-Rich URLs

• Keyword-rich URLs also increase search engine visibility
  by reinforcing the keyword focus of the page
URLs With Targeted Keywords Have a Competitive

• HP Video URL:

• Apple Video URL:
Conduct Keyword Research Before Writing
Blog Titles
• Incorporate high-volume and relevant keywords into your
  blog titles and URLs
      – If a clever title must be used on the page, change the Title
        Tag and URL to reflect the targeted keywords
“Blogs Gone Wild” doesn’t have
much search volume, but it’s too
catchy to abandon.

Instead, this post incorporated
targeted keywords into the Title
Tag and URL to increase search
engine visibility
Add Social Networking and “Email This” Links

• These links allow readers to quickly bookmark a blog
  post, increasing its overall visibility in the blogosphere
  and the potential for more inbound links
Use Tags and Categories in Blogs

• Add tags to your posts that are relevant, high-volume
  search terms.
• Tags are different from categories
   – Categories should be used as an organizational tool for
     your specific blog
      • Examples of categories: “blogs”, “SEO”, “usability”
   – Tags are specific to each post and can include multiple
     variations of a category term
      • Examples of tags: “blog seo”, “blog visibility”, “blog
Tags vs. Categories

                                                         Blog Categories
                                                         Blog Categories

                                                       Blog Tags
                                                       Blog Tags

Through the use of both Tags and Categories, you can create
numerous, keyword-rich pages for your blog:
Tagged Pages Listed in Google
News (PR) SEO
Rupert Murdoch predicts the end of newspapers as
we now know them

                                           •   Newspaper industry has laid off more
                                               than 3,500 newsroom professionals
                                               since 2000, 7% of the total
                                           •   In 2005, the Los Angeles Times cut 85
                                               people from its newsroom and The
                                               New York Times cut 60
                                           •   The Philadelphia Inquirer had 46
                                               reporters covering the city in 1990;
                                               today it has 24
                                           •   Magazines are suffering, too
                                           •   Time cut 205 people in 2005

Sources: The Economist, April 21, 2005; The State of the News Media, March 14, 2006
More Americans get news online than watch
nightly network news

                                            •   Since 1993, audience for online
                                                news jumped from 0% to 31% of
                                            •   During same period, audiences for
                                                 – Local TV news dropped from
                                                    77% to 54%
                                                 – Nightly network TV news
                                                    slipped from 60% to 28%
                                                 – Newspapers dropped from
                                                    58% to 40%
                                                 – Radio dropped from 47% to

Source: The Pew Research Center for the People and the Press, July 30, 2006
When you conduct a search, you’ll often find
releases in results

Universal Search      News Search
Press releases have passed trade publications as
top source of news

Source: InformationWeek, June 6, 2006
Make sure that your press release actually includes
your target terms
Southwest Airlines tracked $2.5 million in ticket
sales to releases

                                              •   “You Are Now Free to Link PR
                                                  and Sales!” tells how SEO-PR
                                                  tracked $2.5 million in ticket sales
                                                  to unique hyperlinks in four
                                                  optimized press releases
                                              •   Their case study was selected
                                                  because it provided “a solid
                                                  example of using new media and
                                                  new techniques to tie public
                                                  relations to sales”

Source: http://www.instituteforpr.org/index.php/ipr/awards/2005_golden_ruler_winner
Newsforce developed to accelerate the adoption of
press release SEO

                                   •   Integrated suite of tools and
                                        – Keyword research tool
                                        – Press release SEO tool
                                        – Link building tool
                                        – News search engine
                                           ranking report

Source: http://www.newsforce.com
Press release SEO evolving into “an entirely
different kind of tool”

                                           •   “Highly relevant press releases that
                                               have been effectively optimized and
                                               distributed via wire service can
                                               compete for top rankings in specific
                                               keyword searches, making them huge
                                               traffic generators. Releases are also a
                                               path to bloggers, who may then pass
                                               along the story in a way that gets
                                               picked up by journalists, and is read by
                                               a relevant audience.”

Source: MarketingSherpa, Search Marketing Benchmark Survey, August 2006
RSS Feeds
What Does RSS Mean?

  • Really Simply Syndication
       – Content is added to one place (e.g. your blog)
       – That content is then automatically distributed and
         published to many places (e.g. feed readers, subscribers)
         at once

New Blog Post is Added Here:
New Blog Post is Added Here:

                                 Sites or feed readers that have subscribed to the blog’s feed are
                                 Sites or feed readers that have subscribed to the blog’s feed are
                               AUTOMATICALLY notified and publish the new content on their sites:
                               AUTOMATICALLY notified and publish the new content on their sites:
Social Media Use
(Blogs, Video, RSS)
    Basic Terminology
•   Feed – an XML document that
    contains basic information (such as
    Title, Description and URL) about
    content that is hosted on a
    provider’s site – it allows other sites
    to consume and display that content

•   RSS – one of the most popular feed
    types (Atom is another Feed type)

•   Ping – a notification to a web site or
    feed tracking site (such as
    Technorati) that a feed’s content
    has been updated.

•   Feed Reader / Aggregator – a tool
    that allows users to subscribe to
    syndicated feeds and view them all
    in one place (e.g. Bloglines, Google
    Reader, etc.)
Sample XML Feed

                                                                                  The first part of the 'channel'
                                                                                  tag is the area where you
                                                                                  specify information about the
                                                                                  feed itself

                                                                                  Use the optional <image>
                                                                                  section to display a company

                                                                                  The <item> section is where
                                                                                  each piece of content in your
                                                                                  feed is identified and
                                                                                  described. You can include
                                                                                  as many items as you want.

You can add categorization to the <channel> and each <item> to make your feed more useful to syndication hosts,
increasing the odds they’ll use your feed. You can have as many categories as you want, and you can create your own or use
public taxonomies such as DMOZ.
Incorporate Keywords into Feed Items
• Incorporate targeted and compelling keywords into each
  feed’s Item Title and Description
         • SearchCap’s Item Title and Description are the same, except
           for the date

would    • Andy Beard’s Item Titles and Descriptions are unique to each
you        feed item
Add Categories to Feeds

• Comprehensive
  taxonomies are
  – Google Video
    offers Video Feed
  – iTunes provides
    Podcast Feed
    Categories and
Add Image References To Feeds

• Examples would include company logo or a thumbnail of
  a video.
• Feature is not supported by all feed readers yet, but is
  still a good opportunity to help your feed stand out

                                      A good opportunity to include
                                       A good opportunity to include
                                      descriptive keywords in the
                                       descriptive keywords in the
 If this image reference is for a
 If this image reference is for a     image file name is being
                                       image file name is being
 video or podcast, then the
 video or podcast, then the           missed.
 destination for the logo link
 destination for the logo link
 would be more relevant if it was
 would be more relevant if it was
 for the main page of that video,
 for the main page of that video,
 rather than the home page.
 rather than the home page.
Feed Image Examples in Bloglines

Use Full Text vs. Partial Text

• While click-through rate for full text vs. partial text in
  feeds is approximately the same, there are a variety of
  benefits to full text feeds:
   – Increased readership, subscriber loyalty and content
     distribution, etc.
                                                            Would you
                                                            through to
                                                            read the full
                                                            article or
                        Vs.                                 skim the
                                                            one with
                                                            already in
                                                            front of
Partial Text Feed – You Need to Click to Read
Full Text Feed – Content is There, No Need to Click
Show 20 Posts
• If your blog software defaults to showing 5 or 10 posts in
  its feeds, then increase it to 20.
   – More content for new subscribers to see

      Both blogs have much more than 20 posts, but
      this blog only shows 10 in the feed subscription
Enable Auto-Discovery

• Auto-discovery allows users to sign up for your feed on
  any page of your site with just a few clicks.
   – Many browsers will display a chicklet in the browser URL
     bar when a feed is auto-discoverable
Validate Your Feeds

• Once you’ve made changes to your feeds, be sure to
  validate them through a site like Feed Validator
• Fixing any errors found during validation will help to
  ensure your feed is compatible with the variety of
  readers available.
ALL content should be created
with findability in mind.
Thank You


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