webmarketing123: tune up your seo strategy with 5 tailored tips for q4_09-28-2011
TRANSCRIPT
Tune Up Your SEO Strategy with 5 Tailored Tips for Q4 Strategies for staying one step ahead of the rest
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Housekeeping Items
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1 Optimal Keyword Targeting Sustain SEO value with specific keyword placement and best practices
2 Create an On-Page Optimization Strategy Evaluate ways to better optimize the on-page user experience
3 Follow Content and Copywriting Best Practices Enable your call to action to compel users to click through
4 Establish A Crawl-able Site Architecture Ensure SEO-friendly link structures exist within your site
5 Set Up a Tracking and Measurement Schedule Integrate consistent and thorough tracking into your monitoring efforts
Webinar Agenda
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1 Optimal Keyword Targeting Sustain SEO value with specific keyword placement and best practices
2 Create an On-Page Optimization Strategy Evaluate ways to better optimize the on-page user experience
3 Follow Content and Copywriting Best Practices Enable your call to action to compel users to click through
4 Establish A Crawl-able Site Architecture Ensure SEO-friendly link structures exist within your site
5 Set Up a Tracking and Measurement Schedule Integrate consistent and thorough tracking into your monitoring efforts
Webinar Agenda
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Investigate Google Insights to compare long-term trends: www.google.com/insights/search
1 Keyword Optimization
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Select a mix of both “head match” and “long tail” keywords
1 Keyword Optimization
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• Best Practices
• Have a mix of both generic and
“long-tail” terms
• Do not focus just on search volume
• Google your proposed search terms
to see if the sites ranking on page 1
are relevant to what your business
offers
• Look at search trends for your
proposed keywords
• Expand on your keywords by finding
variations
1 Keyword Optimization Keyword selection is important because it determines the course of your campaign
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• Identify the traffic on EACH keyword
• Utilize the keywords that are MOST relevant to your product or service
• Look for keywords that have potential to bring qualified traffic
1 Gauge Your Keyword Potential Find low hanging fruit
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1 Identify the Keywords that Bring You Traffic How Do Keyword Phrases Affect Your Website’s User Experience?
Visitor Bounce Rate?
• Relevancy
Visitor Time on Site?
• Engagement
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1 Evaluate Your Best Traffic Driving Terms Analytics & AdWords
Keywords that drive ORGANIC traffic:
Keywords that drive PAID conversions:
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1 Optimal Keyword Targeting Sustain SEO value with specific keyword placement and best practices
2 Create an On-Page Optimization Strategy Evaluate ways to better optimize the on-page user experience
3 Follow Content and Copywriting Best Practices Enable your call to action to compel users to click through
4 Establish A Crawl-able Site Architecture Ensure SEO-friendly link structures exist within your site
5 Set Up a Tracking and Measurement Schedule Integrate consistent and thorough tracking into your monitoring efforts
Webinar Agenda
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2 Navigate Your Keyword Placement Strategize Keyword Placement in Content Silos
• Place 3-5 keyword iterations on each page of your site
• Determine which pages are best suited to each keyword
• Assign each keyword to a page in each website section
• Develop a cohesive theme across each page and section
About Us
Services
Products
Other Relevant Internal Pages
About Us Products Services
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Page Titles are the most important page ranking factor!
2 On-Page Optimization Tips Set Unique Page Titles
• Include keywords at the start of your page title
• Use a clear and simple call-to-action
• Page Titles affect Click-through rates (CTR)
Bad Example!
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2 On-Page Optimization Tips Define H1 Tags and ALT Tags
Define at the page level to allow maximum SEO benefit: • Layout
• Length
• Content
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2 On-Page Optimization Tips Define H1 Tags and ALT Tags
Set ALT Tags at the page-level, not image library level for maximum SEO benefit.
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1 Optimal Keyword Targeting Sustain SEO value with specific keyword placement and best practices
2 Create an On-Page Optimization Strategy Evaluate ways to better optimize the on-page user experience
3 Follow Content and Copywriting Best Practices Enable your call to action to compel users to click through
4 Establish A Crawl-able Site Architecture Ensure SEO-friendly link structures exist within your site
5 Set Up a Tracking and Measurement Schedule Integrate consistent and thorough tracking into your monitoring efforts
Webinar Agenda
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Do:
• Continue to churn out fresh content for search engine spiders.
• Add more content that includes your keyword phrases and is composed in a natural writing style.
Don’t:
• Allow your website to be mostly based in Flash.
• Have cluttered pages with no clear call to action.
• Overuse keywords. People will notice and so will the search engines!
3 Create Content for Search Engines to Read If you have good content in your marketing collateral, use it!
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• Work to engage your visitors in your products and services:
• Blogs, Press Releases, Articles, Whitepapers and More…
• Speak the language of your audience
• Strengthen the call-to-action and promote in social
3 Engage Visitors in Your Offering If you have good content in your marketing collateral, use it!
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3 Extend Your Content Past Your Website Become a trusted, reliable source
Courtesy: SEOmoz
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• People tend to follow the eye path where the subject in the hero graphic is looking
• Make your subject look at your ad creative if you want people to look at it too
3 Capture User Attention Encourage eye contact through a hero image subject
Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/
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1 Optimal Keyword Targeting Sustain SEO value with specific keyword placement and best practices
2 Create an On-Page Optimization Strategy Evaluate ways to better optimize the on-page user experience
3 Follow Content and Copywriting Best Practices Enable your call to action to compel users to click through
4 Establish A Crawl-able Site Architecture Ensure SEO-friendly link structures exist within your site
5 Set Up a Tracking and Measurement Schedule Integrate consistent and thorough tracking into your monitoring efforts
Webinar Agenda
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4 How Google Crawls Your Website
• Spiders crawl your site:
• Daily • Weekly or… • Monthly
• With a focus on keyword:
• Consistency • Variation
• To recognize “ties” between:
• Links • Content • Keywords
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• Search on Google or Bing: Site:domainname.com
• Identify how many pages are being indexed
4 Establish a Crawl-able Site Architecture Examine your site pages indexed on the search engines
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Compare against Google’s Webmaster Tools
4 Use Webmaster Tools to View Crawler Stats
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• Check your cache to view crawl frequency
4 Baseline: How Often Your Site is Crawled Make sure site navigation links can be followed
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Google needs to fully understand the thematic path across your content, keywords, pages, and URLs. How to accomplish: • Carefully structure internal linking
• Create content silos
• Establish crawling pathways through a clear navigation structure
4 Develop Navigation & Linking Structure Guide Search Engines with Clear Content Silo Structures
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1 Optimal Keyword Targeting Sustain SEO value with specific keyword placement and best practices
2 Create an On-Page Optimization Strategy Evaluate ways to better optimize the on-page user experience
3 Follow Content and Copywriting Best Practices Enable your call to action to compel users to click through
4 Establish A Crawl-able Site Architecture Ensure SEO-friendly link structures exist within your site
5 Set Up a Tracking and Measurement Schedule Integrate consistent and thorough tracking into your monitoring efforts
Webinar Agenda
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Analyze goal paths and completion rates
5 Construct a Regular Monitoring System
• Traffic sources • Landing page visits
• Page visit duration • New visits
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5 Standardize Your Metrics Develop a routine tracking system to measure:
• Conversions
• Visitor Engagement
• Lead Growth
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5 Standardize Your Metrics Create a custom metrics dashboard
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• Optimize your keywords and strategize placement within your site content
• Undergo on-page keyword optimization to empower each call-to-action
• Practice content copywriting and avoid common SEO mistakes
• Secure a search engine crawl-able navigation and link structure
Key Takeaways
Thank You!
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Contact Us about Qualifying for a Free Digital Marketing Analysis
Custom Analysis includes:
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visitors are using to discover your website
- Search Engine Friendliness Report: crawl-ability analysis of your site
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