how seo & good content strategy impact online performance
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How SEO and Good Content Impact Online Performance
SEO Seminar Event
Outline
• Basics of SEO & the Search Market
• What SEO Means to the Bottom Line
• SEO is Really About Content
• Focus & Measure: Choosing the Right Targets
BASICS OF SEO & THE SEARCH MARKET
What is Search Engine Marketing?
SEM is the promoting a websites through increased visibility in search engine results pages (SERPs)
Two Methods: Organic SearchPaid Search
The image to the left is a Search Engine Results page or SERP. This page has several components.
In green are the Organic Search results. These are pages that Google has determined match the user’s query.
In pink are the Paid Search results. These are listing companies pay to have shown. These ads are set up to match selected Keywords.
Search Engine Results Page
Paid Results
Organic Results
Organic Search (SEO) v. Paid Search (PPC)
90% of Clicks
10% of Clicks
More than 50% of search queries have no ads at all
The SEM Continuum
Users will refine or be more specific in searches as they get close to transactions
Goal of Search Engines
To find web pages that provide the best information on the internet for its users.
Determine intent, context and proximity
Search Engine Optimization
The techniques that help your website rank higher in the organic/natural search
results.
It helps the people find your product or service online!
Search Engine Spiders
Crawl through your website content and rank you on quality and connections
Search Engine Indexing
CMS Fields for SEO
Title Tag
Meta Description
URL Hierarchy
Title Tag: is the title of the web page shown for the results. This information is stored in the web code in <title> tags.
Page URL: is exact URL for the page – generally matches structure in CMS.
Meta Description: is the phrase or words that describe the page. This information is stored in the web code in <meta description> tags.
Search Engine Results Elements
Title Tag
Page URL
Meta Description
Experts Take on Google Ranking
Connections & Link Authority
Your WebsiteAbout Cats
Cat Blog
Cats.com
It’s Like High School Popularity
The Faces of Google’s Algorithm
Panda Penguin
How Many Monthly Searches?
Almost20 Billion
Who Owns the Search Market?
Google+66%
WHAT SEO MEANS TO THE BOTTOM LINE
88% of People only click on Page 1 results
Page 1Results
SEO + Paid Search Impact
What That Means To You
For the term “ink cartridges” there are an average of
1.2 million monthly searches
What That Means To You
If you are listed #1:
1.2 mill x 42.1 % =
505,200 clicks
What That Means To You
If you are listed #10:
2.2 mill x 3.0 % =
36,000 clicks
What That Means To You
469,200missed
opportunities
Business Impact
Even if only .1% of those clicks turned
to leads/sales, it would generate over
469 leads per month
Business Impact
If you make $5 on every cartridge that
you sell, that would equate to
$2345/month
$28,140/year
YOU CAN USE SEO METRICS TO CREATE BUSINESS CASES TO SUPPORT OTHER WORK.
SEO IS REALLY ABOUT CONTENT
Content First
Content Always
Plan for Content Integration in Marketing
Content Consumption
Popular Types of Content
Avoid Duplicate Content & Domains
The Search Engines Don’t Like It!
Rule For Avoiding Duplication
• Do not have multiple domain names that end up show all the same pages
www.Company.com
www.CompanyName.com
• Do not have multiple URLs with the same exact
content
• Try to keep each page to One (1) topic
• Write original <title>, <meta description> and <h1> tags for each page
Meta Information Counts
Keep to the designated counts for each search engine. The counts include spaces.
Google:
• Title - 69 characters
• Description - 156 characters
Yahoo!/Bing
• Title - 72 characters
• Description - 161 characters
3 Times + 1 is the Charm
Be consistent when writing <meta description>,
<title> and <h1> tag.
By putting a keyword in all three areas, it will help the search engines know this is an important term.
REMEMBER: You need to use these keywords in the <body> copy of the page as well.
Focus & Measure: CHOOSING THE RIGHT TARGETS
Challenges
Should you write about Printer Cartridges
or Ink Cartidges?
Google Keyword Volume
Don’t Forget the Humans
Which search will not only net more online activity but more relationships,
leads and sales?
Who Consumes Your Content?
WRITE AND MARKET FROM YOUR AUDIENCE NEEDS OUT, NOT FROM THE KEYWORDS IN
YOU CANNOT IMPROVE THAT WHICH YOU DO NOT MEASURE
Analytics Tracking
Establish Goal
Reports
Keyword for Goals
Measuring The Metrics
Segmenting Search
Tracking Keyword Groups
LINDA NAWROCKIONLINE MARKETING STRATEGY
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