linking your seo efforts to business outcomes
TRANSCRIPT
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Linking Your SEO Efforts to Business Outcomes
Your Recipe for Success
Allison FabellaSEO / Social Media ManagerThe Atlanta Journal-Constitution
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Allison FabellaSEO / Social Media Manager
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What We’ll Cover Today
The Evolution of Search: How Changes in Search Engines Have Impacted SEO
The Future of Search: New SEO Resources for Expanding Your Business Horizons
Integrating SEO as Part of Your Thriving Business Model
SEO Tools of the Trade
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Evolution of Search
How Changes in Search Engines Have Impacted SEO Techniques and Strategies
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Mid 90’s1994
Birth of Search Engines
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Early Days of SEO
“Wild west’
Based on submission to engines
Human edited directory dependant
Unsophisticated algorithm Heavy reliance on meta tag info – esp. keywords Easy to manipulate & abuse
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Enter...
1998
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Google the Game Changer Sophisticated, proprietary algorithm
Multiple ranking criteria
PageRank Off-page factors
Links (Votes) Quantity based
LinkSpam Link farmers Google’s response:
Link quality vs. link quantity
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SEO’s Response: The Big 31. Content
– On-page Headings, subheads, body, anchor text
– Behind page Title tags, meta descriptions
2. Links– Relevant to site– Relationship based– High quality/authority
3. Site structure– Navigation– Sitemaps
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Implications to Your Business Model No more SEO shortcuts
Keyword stuffing not effective LinkFarmers harmful - not effective
SEO foundation built on: Content Link building Good site navigation + sitemaps
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SEO: The Next Generation
Maturation of Search Engines
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Search Engine Evolution
Additional Features Global expansion Shopping, travel, news, images, video... XML sitemaps
BIG Search Results Page Changes Personalized Search Universal Search
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Personalized Search
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Universal Search
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New Perspectives on SEO
Giving Your Business a Competitive Edge Through Redefining Content
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The New Frontier of Content
Local
Images
Video
Mobile
Social
Microformats
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Local: Google Places
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Images
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Video
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Mobile/Tablets
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Social
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Microformats (Rich Snippets) Reviews
People
Businesses and organizations
Events
Video
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Optimal Timing of SEO in Your Development Cycle
Bringing SEO Into the Mix for Maximum Benefit
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SEOWebsite
“The Chocolate Chip Cookie Mistake”*
*Courtesy of Rand Fishkin, SEOMoz
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Mistiming of SEO
Most common SEO mistake is baking SEO too late in your development cycle
Too late for optimal impact: After launch During development phase During design phase
Leads to costly choices
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Tough Choices
1. Abandon SEO aspirations Lose competitive advantage Lose opportunities for new clients and prospects Lose potential revenue
2. Re-do site Allocate more $, time, resources to:
Redesign Re-code
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Optimal Integration of SEO
During planning phase
Inclusion of ALL stakeholders Your stakeholders are your partners
Each stakeholder understands their SEO role Education is key!
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Your SEO Stakeholders
Business owner / C-Suite / upper management
Product / project managers
Designers / user experience
Programmers / developers
Content producers
Marketing / sales
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Maximum Benefit. Minimum Cost.
$
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Sweet Success!
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Tools of the Trade
A Business Owners Guide to SEO Tools
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SEO & Social Media Toolkit SEO Tools
SEOmoz Free & Paid
SEObook Free & Paid
Social Media Tools Paid
Radian6, RavenTools Free
Bit.ly, Facebook Klout Twittercounter, Twitterstats
Search Engine Data Google Webmaster Tools Yahoo Site Explorer Bing Webmaster Center
Free Analytics Tools Google Analytics Yahoo Web Analytics
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SEO & Social Media Resources SEO & Social Sites/Blogs
SEOmoz Search Engine Land Search Engine Watch Mashable BlueGlass WebmasterRadio
Organizations SEMPO MarketMotive
Conferences Search Engine Strategies PubCon SMX
Videos Matt Cutts
Google Videos SEOmoz
Whiteboard Fridays
Books Search Engine Marketing, Inc. The Art of SEO Web Analytics: An Hour a Day
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Industry Leaders SEO
Matt Cutts Bruce Clay Danny Sullivan Stephan Spencer Rand Fishkin Todd Malicoat
PPC David Szetela Kevin Lee Christine Churchill
Social Media Li Evans Dan Zarrella Jennifer Laycock Dave Snyder
Analytics Avinash Kaushik Matt Bailey
Link Building Debra Mastaler Eric Ward
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Summing Up
Key Ingredients to Your Business’ Search Marketing Success
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Takeaways SEO techniques have evolved for maximum opportunity to
attract new clients and prospects
Act now to gain a competitive edge in your marketing efforts
Optimize all forms of content for maximum business outcome
Integrate your SEO efforts into your entire business model