#2 IMU: SEO Crash Course to Get Found (GF102)

SEO Crash Course to Get Found (GF102) Professor: Lee Odden , TopRank Online Marketing

SEO Crash Course to Get Found Lee Odden @leeodden TopRank Marketing .com

TopRank Marketing .com ,[object Object],[object Object],[object Object],[object Object]

Lee Odden, CEO, TopRank Marketing SEO Consulting: PRSA.org Marketo.com PRWeb.com McKesson.com OneLegal.com TopRankMarketing.com TopRankBlog.com [email_address] @leeodden

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Agenda

Search Demand 285 million watched TV monthly *Nielsen A2/M2 Three Screen Report Daily newspaper circulation 48.4 million *Audit Bureau of Circulations & Pew 14 billion core searches monthly *comScore Media Metrix

Fish Where the Fish Are Market distribution of the major search engines Google 63.7% Yahoo! Sites 20.5% Microsoft Sites 8.3% Ask Network 3.8% AOL 3.7% Source: comScore April 2009

SEO = Increased Conversions Source: Forbes Ad Effectiveness Survey June 2009 SEO is the most effective Online Marketing tactic for generating conversions

Case Study: Fabric Retailer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],jandofabrics.com

Case Study: Online Games ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],smart-kit.com

What Happens With No SEO? What we see

What Happens With No SEO? Help/Contact Us About Us Careers Press Partners Corporate Information Legal Store Locator WARNING: Email Scam © 2009 adidas Adidas has no ranking for “men's running shoes” first 10 pages on Google What search engines see:

What Happens With No SEO? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Welcome to the Web site for Patagonia, a designer of outdoor clothing, outdoor gear, footwear, and luggage. Patagonia specifically makes hard shells, soft shells, rain jackets, ski jackets, ski pants, organic cotton clothing, sportswear, travel clothing, Patagonia fleece, technical Regulator® fleece, Synchilla® fleece, Capilene® underwear, Capilene Baselayers (and base layers), luggage, packs, backpacks, totes, haul bags, rolling luggage, wetsuits, rashguards, board shorts, surfboard bags, hats, caps, visors, bucket hats, belts, socks, books, posters, flying discs, and Patagonia shoes. For the young ones in your life we also make children's clothing, kids' apparel and baby clothes. Our online store, retail stores and independent dealers offer women's outdoor clothing and men's outdoor clothing, including jackets, outerwear, gear, sportswear, shells, pants, bibs, vests, pullovers, hats, gloves, waterproof jackets, waterproof pants, and windproof fleece for a variety of outdoor sports like skiing, snowboarding, surfing, camping, rock climbing, alpine climbing, hiking, trail running, yoga, mountain biking, world travel, kayaking, and disc golf. Still looking for Water Girl and Rhythm clothes? Patagonia makes great women's surf clothes and swimwear and functional clothes for rock climbing. If you're looking for discounted Patagonia gear or Patagonia on sale, visit our Web Specials page or check out one of our Patagonia Outlet Sales. Patagonia believes in causing the least harm while doing business so we Lead an Examined Life as a company and maintain transparency through The Footprint Chronicles™. Environmentalism, sustainability and a commitment to protecting the natural environment through activism are part of our company's heritage and continue to this day as we work to continually reduce our carbon footprint. We hope you'll subscribe to the Patagonia catalog and Patagonia emails, and stop by the Patagonia blog, The Cleanest Line®, every morning to read a field report or listen to a podcast while you enjoy your coffee. Patagonia.com is the online presence of the company, Patagonia, Inc. If the whiskey bottle gets passed around the campfire too many times, folks might try and spell Patagonia like patigonia, pategonia, padagonia and pantagonia. Thank you for visiting Patagonia. © 2009 Patagonia, Inc. #2 on Google “ outdoor clothing” What search engines see:

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How Google Works

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How Google Works Image Source: Google Corporate Technology

Search Engine Optimization ,[object Object],A set of methodologies that make it easier for search engines to find , index , categorize and rank web content.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Basic SEO Checklist

Keywords and Links www.prnewsonline.com 1. Keywords in content 2. Incoming links Keywords Key Word Word Key Word Key Word Word Key Key Word Key Word Word Key Key Word

How SEO Affects SERPs Advertising Organic

How SEO Affects SERPs Pay Per Click Ads The most prominent position can be achieved via Google AdWords ads. The best performing ads appear on top.

How SEO Affects SERPs News Results – Universal SERP Certain queries that return more relevant results from other Google data sources will be displayed such as news, video, images, blogs, products or local info.

How SEO Affects SERPs Sitelinks Queries for company or brand names often return a company listing and display the most important links for the site. Sitelnks can be managed in Google Webmaster Tools.

How SEO Affects SERPs Standard Search Result Web pages determined most relevant based on over 200 signals and influenced by standard SEO.

How SEO Affects SERPs Video results from YouTube Shopping results from Google Base Related queries Organic Results These are the ranked results from Google’s index of web pages. Approx 60-70% of visitors will click on these links. Called “natural” or “free” listings because there is no direct payment to Google for them.

How SEO Affects SERPs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How SEO Affects SERPs The Wonder Wheel

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SEO Fundamentals Keywords Search Friendly Site Link Building

[object Object],[object Object],[object Object],[object Object],Keywords Search Sales Funnel Research Consider Buy

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Keywords

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Leverage Keyword Tools

Keyword Glossary ,[object Object],[object Object],[object Object],[object Object]

Keyword Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Title Tags

[object Object],[object Object],[object Object],Title Tags

Making Sites Search Friendly ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Optimize Digital Assets ,[object Object],www.prnewsonline.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Optimize & Promote

[object Object],[object Object],[object Object],[object Object],[object Object],Keyword Summary

[object Object],Search Friendly Website Easy to find & revisit site Easy to crawl links Site Architecture

Search Friendly Website ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Search Friendly Website

[object Object],Search Friendly Website

Search Friendly Website ,[object Object],[object Object],[object Object],Source: webmasterworld.com

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Making Sites Search Friendly

[object Object],[object Object],[object Object],Search Friendly Website

[object Object],[object Object],Search Friendly Website

[object Object],[object Object],[object Object],[object Object],Most Common SEO Mistake

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SEO Migration Plan

[object Object],[object Object],[object Object],[object Object],Search Friendly Summary

Links Inbound links are like electricity for search visibility

Why is Link Building Important? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Link Building Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.prnewsonline.com

Social Media Link Building Blog

Link Building Tool Who’s linking to the competition and not linking to you? ericmiraglia.com/inlink/

[object Object],[object Object],Link Analysis & Mgt Tools

[object Object],[object Object],[object Object],[object Object],[object Object],Link Building Summary

[object Object],Search Analytics

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Search Analytics

[object Object],[object Object],[object Object],[object Object],[object Object],Analytics Summary

SEO Takeaways Keywords Search Friendly Site Link Building

Search Marketing Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.prnewsonline.com

[object Object],[object Object],[object Object],[object Object],[object Object],Thank you TopRank Blog .com

#2 IMU: SEO Crash Course to Get Found (GF102)

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#2 IMU: SEO Crash Course to Get Found (GF102)