seo: maximizing online business visibility
DESCRIPTION
Strategic and tactical guide for increasing business visibility online via Local Search and SEO best practices. Download the PPT for proper transitions and full notes.TRANSCRIPT
Maximizing Online Visibility
Brad Smith July 2013
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Overview
• Quick Bio
• SEO Strategy Basics
• Increasing Business Visibility Online (Local SEO)
• Maximizing Online Sales (E-Commerce SEO)
• Free SEO Tools & References
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Quick Bio
• Director of Product Management @ ARI– BA in New Media Development
– MBA with Marketing & E-business emphasis
• Life-long power sports enthusiast
• Part-Time Aaron Rodgers look-a-like
• Connect with me via http://www.bardsmith.com
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SEO Strategy Basics
Key Terms“SE” Search Engine
“Spider” & “bot” Search Engine indexing robot
“SERP” Search Engine Results Page
“CTR” Click Through Rate (percentage of clicks/exposure)
“Inbound Links” External links to site pages
“Anchor Text” Text anchor display of a link
“PageRank” Google page quality score
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SEO Strategy Basics
Current Search Market Shares
Source: karmasnack.com
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SEO Strategy Basics
Ensure your site is crawlable
FLASH ALL GRAPHICS RICH HTML
Online Visibility
Social
Product SEO
Local Search
Align online marketing strategy with business strategy
Brick & Mortar Local SEO
Pure E-Tailer Product SEO
Bricks & Clicks Local & Product SEO
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Local Search
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Local SEO
Local Search Intro• Critical focus for Brick & Mortar businesses• Tight geographic relevance• Increasing representation in SERPs• Increasingly including social/reputation elements• Core to capitalizing on Mobile search trends
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Local SEO
Optimizing Online Representation for Local SearchClaim Google Places/Google+, Bing Places pages
Enrich Google+ Business PageBusiness Images, VideosHoursLocationContact Information
EventsVideosBusiness Categories
Only 37% of businesses have claimed local search listings- MDG Advertising
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Local SEO
Key Places to Establish Business Profiles
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E-Commerce SEO
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E-Commerce SEO
E-Commerce Search Engine Optimization Process
Self-Assessmen
t
Keyword Research
Execution
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E-Commerce SEO
Self-AssessmentHow
Sample Searches
What to researchCurrent rankings and presentationKeyword traffic trends Inbound Links
Self-Assessm
ent
Keyword Research
Execution
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SEO Strategy Basics
Sample Research
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E-Commerce SEO
Keyword ResearchHow
Competitive Keyword ReviewGoogle TrendsGoogle AdWords Keyword Planner
What to researchCurrent Keyword Traffic / CTRKeyword Search Volumes & TrendsKeywords Targeted by Competitors
Self-Assessme
nt
Keyword Research
Execution
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SEO Strategy Basics
Sample Keyword Research
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E-Commerce SEO
SEO ExecutionHow
Core SEO ElementsAdvanced SEO Elements
Self-Assessme
nt
Keyword Research
Execution
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E-Commerce SEO Domain Name
Domain Age
URL Structure
Canonical & Redirects
Structural Elements
Inbound Links
Inbound Anchor Text
Social Signal/Mentions
Off-Page Elements
Page Titles
Page Descriptions
Heading Tags
Page/Product Content
Accessibility Tags
On-Page Elements
Core SEO Elements
Page Title
Page Description
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E-Commerce SEO
Best Practice Keyword & Content Flow Inbound Link • “GoPro Hero3 Camera"
URL • Camerashop.com/GoPro/Hero3.htm
Page Title • GoPro Hero3 Camera | Black | HD
Page Description• Go pro with the new smaller, lighter HERO3 with
built in Wi-Fi…
Page Heading • GoPro Hero3 Camera – Black
Product Info• Photos w/Alt Tag “GoPro Hero3 Camera”• Rich Description referring to “GoPro” and “Hero3 Camera”• Customer reviews content marked up as Rich Snippets
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E-Commerce SEO
SEO Execution GuidelinesDO DON’T
Create rich, differentiated product content with natural keyword references.
Artificially “stuff” a desired keyword into content repeatedly.
Work with partners and associations to build up in-bound links from industry authorities.
Purchase in-bound links or take part in generic “link circles”.
Regularly review site analytics & reports to check results of efforts; adjust accordingly.
Set minimum search engine optimization in place and move on (set & forget).
Establish and nurture profiles and a social presence to increase visibility of your site and products.
Try to fool the search engines by adding hidden content or presenting other content to Spiders only (“cloaking”).
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E-Commerce SEO
Advanced SEO ElementsHow
Rich Snippets / MicrodataGoogle Shopping Product FeedsPage Load Speed
Rich Snippet (Review, Author)
Rich Snippet (Rating, Price, Availability)
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SEO Tools
SEO ToolsTool Use URL
SEO Quake Browser plugin to review key on-page SEO stats http://www.seoquake.com/
SEM Rush Keyword and link analysis tool for competitive and self-analysis
http://www.semrush.com
Google AdWords Planner
Keyword search volume and competition analysis tool https://adwords.google.com/
Google Trends Keyword trend analysis tool http://www.google.com/trends/
Google Analytics Free website analytics http://www.google.com/analytics/
Google Webmaster Tools
Website index and Google search trends analysis tool http://www.google.com/webmasters/
Lynx Web Browser Text-based web browser – useful for viewing site content as seen by a spider
http://lynx.isc.org/
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SEO References
Additional SEO Reading & References
• Search Engine Land SEO Guidehttp://searchengineland.com/guide/seo
• Web Developer SEO Cheat Sheethttp://s3.amazonaws.com/static.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf
• SEOMoz Blog http://moz.com/blog