In 2013 Search Engines are no longer analyzing JUST your site content and keywords…they are also monitoring your overall site presence. In the “It’s not just your site; it’s your presence” webinar we will be looking at areas outside of your Web site that need to be optimized for SEO. Blogging, Social Media, Local/Geo, Linking, and Reviews are just some of the contents that will be covered.
SEO 2013 - It’s not just your site; it’s your presence - Webinar
1. SEO 2013
It’s not just
your site;
it’s your
presence
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1 2/1/2012
2. Mike McAnally - Bio
Mike McAnally
Mike is an Owner and Partner at NordicClick Interactive and the
in-house technology guru. He has experience in many facets of
Interactive Marketing and manages the online initiatives for a
variety of clients including Snap Fitness, Allen
Edmonds, CarSoup and more.
With a background of more than 14 years of online marketing
at Digital River, ShopNBC (FanBuzz) and Lifetouch, Mike’s
expertise covers all facets of the interactive industry, from
SEO, PPC and affiliate marketing to social media, Web strategy
and local search.
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2 2/1/2012
3. Agenda for Today
• How SEO/Search has changed
• Why SEO is important
• Something's Stay the Same
• Panda’s, Penguin’s and
Gorillas??
• Takeaway’s
3 2/1/2012
5. How SEO has Changed
SEO Ranking Factors (2007-13)
• In 2007 the Search Engines considered 3 main factors
in Rankings
• In 2013 6 main factors were considered
• User signals and Authority gaining most in importance
5 2/1/2012
6. Why it is Important
SEO Investment
• Search Engine Marketing spending on SEO to
increase by 250% from 2008-2013
• SEO viewed as most effecting tactic for generating
conversions
6 2/1/2012
7. Why it is Important
Search
Engines
are the
new
Yellow
Pages
7 2/1/2012
8. Why it is Important
SEO by the Numbers
• 70% of search users click on organic listings
• 60% of all organic clicks go to the top 3 search results
• 75% of users never scroll past the 1st page of results
8 2/1/2012
9. What is SEO?
Search Engine
Optimization (SEO)
is a common sense
way of organizing
and displaying your
Web site’s content to
be properly indexed
by the Search
Engines.
9 2/1/2012
10. SEO Process
Technical Content Local & Link Social Media
Optimization Development Building Optimization
To identify any Displaying and Increasing the An integral part of
issues that will organizing your quantity and most SEO utilized for
prevent search content and importantly, quality Search Engine
engines from keywords for the Reputation
of in-bound links to
indexing your Web search engines to Management
pages. index . your site. (SERM).
Search Engine Optimization
10 2/1/2012
11. SEO - Technical
Best Practices
• Sound code
structure
• Sitemaps &
Robots.txt
• Meta Data
• Rich Snippets
• Page speed
• 301 redirects
11 2/1/2012
12. SEO - Technical
Red Flags
• XML Sitemap
• Low Text to HTML
Ratio
• Printability
• Slow load time
• No Microformats
• W3C Code issues
12 2/1/2012
13. SEO Process
Technical Content Local & Link Social Media
Optimization Development Building Optimization
To identify any Displaying and Increasing the An integral part of
issues that will organizing your quantity and most SEO utilized for
prevent search content and importantly, quality Search Engine
engines from keywords for the Reputation
of in-bound links to
indexing your Web search engines to Management
pages. index . your site. (SERM).
Search Engine Optimization
13 2/1/2012
14. SEO - Content
Keyword
Research
• Tools
• Social Monitoring
(Hashtags)
• Competitive
• Paid Search
• Analytics
Use these keywords
in your content!
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14 2/1/2012
15. SEO - Content
Content is King
• Hierarchy
• Text & Images
• Documents, White
Papers, eBooks
• Video, Audio
• Social Conversations
• Blogs, Wikis, Forums
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15 2/1/2012
16. SEO - Content
META Data
• META data is
used for indexing
by search
engines and are
used in SEO
rankings.
- Title tags
- Description
- Keywords tag
- ALT tag
- H tags 16
- Geo
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17. SEO - Content
Content
Optimization
• 200 – 300 words
per page (at least)
• Focus on 1 – 3
core phrases per
page
• Minimum 2 – 4%
keyword density
• Group content
together in
thematic sets
based on
keywords
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17 2/1/2012
18. SEO - Content
Blogs
• Companies that blog
have 434% more
indexed pages
• Blogs lead to 55%
more web visitors
• 300 or more indexed
pages leads to a 2x
increase in
conversions
• Blog needs to be on
your core domain
(.com/blog)
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18 2/1/2012
19. SEO Process
Technical Content Local & Link Social Media
Optimization Development Building Optimization
To identify any Displaying and Increasing the An integral part of
issues that will organizing your quantity and most SEO utilized for
prevent search content and importantly, quality Search Engine
engines from keywords for the Reputation
of in-bound links to
indexing your Web search engines to Management
pages. index . your site. (SERM).
Search Engine Optimization
19 2/1/2012
20. SEO – Local Search
Local & Global Search Are Linked
With Google’s recent algorithmic change to give more
importance to Local listings and maps, optimizing for
Local search has become an intrinsic part of SEO.
Local Search Core Components
• Google+ (Places/Maps) Optimization
• Bing Business Portal
• Geo Check-Ins
• Submission to Trusted Providers
20 2/1/2012
21. SEO – Link Building
About Link Popularity
• Link popularity is a very
important factor in search
engine ranking. Search
engines view Web sites with
good link popularity as
authorities in their subject
matter.
• Quantity and most
importantly, quality of in-
bound links to your site.
21 2/1/2012
22. SEO – Link Building
Linking Strategies
• Strategic Thinking
• Link Research
• Local & Regional
• Product Reviews
• Business Partners
• Social Media and PR
• Blogging
• News Releases
• Digital Asset Optimization
• Social Power Linking
22 2/1/2012
23. SEO – Link Building
Red Flags
• Link Dilution
• Focus on one domain(WWW)
• Site Migration to New Domain
• 301 redirect old URLs
• Link Farms
• Jeopardize rankings
• Link Volume vs. Relevancy
• Quality and relevancy more
than quantity
23 2/1/2012
24. SEO Process
Technical Content Local & Link Social Media
Optimization Development Building Optimization
To identify any Displaying and Increasing the An integral part of
issues that will organizing your quantity and most SEO utilized for
prevent search content and importantly, quality Search Engine
engines from keywords for the Reputation
of in-bound links to
indexing your Web search engines to Management
pages. index . your site. (SERM).
Search Engine Optimization
24 2/1/2012
25. SEO - Social
Search Engine
Reputation
Management
(SERM)
• Direct links from Social
Profiles index to 1st
page
• Not all profile links are
followed but data show
added value
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25 2/1/2012
26. SEO - Social
SEO Benefits
1. Increase quantity and
quality of links
2. Increase brand
mentions on the front
page of SERPs
3. Reputation
Management (more
control of your
content)
4. A new source of
searches and organic
traffic
5. MOST
IMPORTANTLY –
Building your Social
Authority
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26 2/1/2012
27. Panda’s, Penguin’s & Gorillas
800 Pound Gorilla:
“One that is
dominating or
uncontrollable
because of great
power that ignores
a problem when
everyone knows
it's there, but
pretends
everything is OK.”
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27 2/1/2012
30. Panda’s, Penguin’s & Gorillas
Google Penguin
Update
• Launched in 2012 to
combat
• Keyword stuffing
• Hidden Content
• Link Farms
• Duplicate and copied
content
30 2/1/2012
31. Takeaways
5 Takeaways for Today
• Don’t forget the basics
• Google+
• Share, Share, Share
• Social Authority
• Defeat the Sterotype
31 2/1/2012
32. Takeaways
Technical Content Local & Link Social Media
Optimization Development Building Optimization
To identify any Displaying and Increasing the An integral part of
issues that will organizing your quantity and most SEO utilized for
prevent search content and importantly, quality Search Engine
engines from keywords for the Reputation
of in-bound links to
indexing your Web search engines to Management
pages. index . your site. (SERM).
Search Engine Optimization
32 2/1/2012
33. Takeaways
If you can’t win the game….
change the rules.
33 2/1/2012
34. Takeaways
Google+ Impact
• CLAIM YOUR PAGE!!
• Google Places (Maps)
is now Google+Local
• Google Search & Maps
integrated with + via
mobile
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35. Takeaways
Think Social
• Share and produce content
35 2/1/2012
36. Takeaways
Social Authority
• The transition from Search Engine
Marketing to Social Media Marketing
36 2/1/2012
37. Takeaways
Credit Union Stereotype
What kind of interaction do you have?
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37 2/1/2012
Search used to be as simple as typing in a query but now there are many different ways that customers can find your site.
3 Main factors: On page content (Keywords, copy), Page Rank (Google’s first standard) and Anchor text (blue, underlined link on page)3 add’l factors: Domain Authority (“strength” of your website over time.), Link Context(Backlinks, also known as incoming links, inbound links, inlinks, and inward links) ( and User Signals (Social Authority)Devalued LinksReciprocal links: This SEO company linked to its clients in their case studies and the clients linked back to them.Footer links: The client sites were linking to them in their footers as it was “who built the site” info nobody expected to see in the content itself.Site-wide links: Because the footer was added to every single page on the site, the footer links were site-wide, adding up to dozens, hundreds or even thousandsOff-topic links: A fashion or car website linking to a web design and SEO agency is not really a relevant context.Exact match anchor text links: As the company has built the clients’ sites as a whole, most of the clients had a typical “web design by x” link added where web design was the actual anchor text.
emarketer statistics
Marketing SherpaEmphasize75% of users never scroll past the 1st page of results
Analyze the technical composition and structureof your Web site to identify any issues that will prevent search engines from crawling and indexing your Web pages.
Sound code structure – Do you have any big areas of un-indexable code (Ajax, Flash, Java, etc.)Sitemaps & Robots.txt – The Search Engine bots crawl you one of two ways – their way or the way you tell them to. Always better to give them the map. Meta Data – Do you have the proper Meta Data Code that identifies what your site and pages are about.Rich Snippets - Also referred to as MicroData or Micro Formats. Page speed – Ever increasing importance to Google and the SE’s. 301 redirects – Old, dead and unused URLs
Red Flags are areas of a site that will cause the SE’s to downgrade rankings. Side Note: I ran a report on the BOA site and it came back with several red flags.
Displaying and organizing your content and keywords for the search engines to index. Simply put this is what is on your pages and supported in your code.
Tools – Traditional tools like AdWords, Wordtracker, SEM RushSocial media monitoring tools are great places to mine for keywords. Basically people are more likely to use their real world language on social platforms than anywhere else.Competitive Paid Search acts like a barometer of what people are searching on the webAnalytics – How people are actually reaching your site
Hierarchy – ensure that your pages have logical ‘buckets’Text and Images – keyword dense text and minimal image use – If using images support them with Alt TagsDocuments, White Papers, eBooks – Ofter downloaded they have a lot of detailed contentVideo, Audio – Video is powerful for SEO and if embedded can create a link to YouTube, Google Videos, etc. Social Conversations – Widgets, likes buttonsBlogs, Wikis, Forums – Ability to create content easily
Title tags – Title of the page that shows across the browser pageDescription tags – Description of content that tells the search engine what the page is about and is used in search returnsKeywords tag – A list of keywords relevant to the pageALT tag – Descriptions of the images on the web pageH Tags – On page headers
The key is defining what each pages is about. The home page is the hardest to define for SEO as it has to be the trailhead of the siteAs the pages get deeper on the site you should become more and more specific about the keywords and content
Companies that blog have 434% more indexed pagesBlogs lead to 55% mBlog needs to be on your core domain (.com/blog) to get the utmost benefit for SEO
Analyze the technical composition and structureof your Web site to identify any issues that will prevent search engines from crawling and indexing your Web pages.
This is particularily important in industries with physical locations where people can visit your business. Ideal optimization for Credit Unions as you can compete against big banks locally.Local Search Core ComponentsGoogle+ (Places/Maps) Optimization – The most important and we will cover in detail later.Bing Business PortalGeo Check-InsSubmission to Trusted Providers
JCPenney link farm punishmentPresumably they don't want any hurt-feelings from a company that spends $2.5 million a month on paid Google AdWords search ads!
Analyze the technical composition and structureof your Web site to identify any issues that will prevent search engines from crawling and indexing your Web pages.
correlation data (analytics) & algorithms
When your brand becomes a verb, then you know that you’re the 800 lb gorilla. We see most clients with 85% of their traffic coming from Google.
Google Panda Changed SEO in 2011
The Penguin Update further clamped down on Link farms (response to JCP) and other spamming loopholes.
Start with the basics of SEOAnd the move on to the more complex
Referring to the 800lb. Gorilla mentioned earlier
The way consumers are finding you and more importantly how the EXPECT to find you and where they EXPECT you to be is all part of the transition.
Defeat the stereotype of the Big Bank or Credit Union. ‘Socialize your site’ Cater to the young, future customer.