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Opportunities in Search Engine Optimization

Opportunities in Search Engine Optimization. March 27, 2009. Agenda. About The Search Agency SEO – Why You Should Care SEO Strategies and Tactics for Convention & Visitor Bureaus SEO Architecture SEO Content SEO Linking SEO and Social Media. Company Background. History and Team

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Opportunities in Search Engine Optimization

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  1. Opportunities in Search Engine Optimization March 27, 2009

  2. Agenda • About The Search Agency • SEO – Why You Should Care • SEO Strategies and Tactics for Convention & Visitor Bureaus • SEO Architecture • SEO Content • SEO Linking • SEO and Social Media

  3. Company Background • History and Team • Founded in 2002 • Management Team has over 30 years Search Marketing experience • Large Investment in Technology & Service • 32 FTEs in R&D • Proprietary Technology Fully Accessible to our Partners • 60 FTEs providing First Class Service • 4 Person Account Management Team Structures • Long term focus on clients • Partner retention rate greater than 90% annually • 50%+ of new business derived from referrals from existing Partners • Member of Google, Yahoo! And Microsoft Advertiser Councils • One of 4 Alpha testers for Panama • One of 3 Alpha testers for adCenter • Yahoo Elite Technology Partner (1 of 4) • Regularly alpha and beta test new features with Search Engines

  4. Agenda • About The Search Agency • SEO – Why You Should Care • SEO Strategies and Tactics for Convention & Visitor Bureaus • SEO Architecture • SEO Content • SEO Linking • SEO and Social Media

  5. Search Engine Results Page Paid Search Organic Search 5

  6. What is Organic Search?

  7. Who Are The Major Players In Domestic Search? Google represents the majority of searches on the web, followed by Yahoo!

  8. Search Is Global Source: comScore Networks, Lehman Brothers

  9. Search Engines Drive Traffic Search has the potential to drive significant traffic to your website.

  10. Why Do Search Engine Optimization? • Its where the traffic is • Don’t have to pay for clicks – its free! • Capture users by intent • People are searching for help • Organic gets approx. 70% of clicks vs. 30% paid

  11. Agenda • About The Search Agency • SEO – Why You Should Care • SEO Strategies and Tactics for Convention & Visitor Bureaus • SEO Architecture • SEO Content • SEO Linking • SEO and Social Media

  12. Three Core Elements to Good SEO

  13. Agenda • About The Search Agency • SEO – Why You Should Care • SEO Strategies and Tactics for Convention & Visitor Bureaus • SEO Architecture • SEO Content • SEO Linking • SEO and Social Media

  14. SEO Site Architecture – The Basics • Ensuring that nothing is in place that impedes the progress of the search engine spiders • Java Script Navigation • Flash • Log-ins • Optimized URLs • Keywords • Number of directories • Usage of parameters

  15. SEO Site Architecture – Flash / Java Script Site: Visit Long Beach http://www.visitlongbeach.com/ Content is 99% in flash

  16. SEO Site Architecture – Flash / Java Script

  17. SEO Site Architecture - URLs • Non-optimized URL http://www.anaheimoc.org/member_details/listview.asp?cat=6460 • Optimized URL http://www.gayot.com/restaurants/best-losangeles-ca-top10-italianrestaurants_2la.html

  18. SEO Site Architecture – URL Directories With the content 4 directories deep, Google may deem this information not important/relevant. 52nd result in Google for term: “Seattle Facts”

  19. Architecture Best Practices – The Basics • Ensure site content is spider-able • On page content • Reduce / minimize usage of java script, flash • URLs • Use keywords in URL instead of code • Keep directories to a minimum • Reduce / eliminate usage of parameters

  20. Agenda • About The Search Agency • SEO – Why You Should Care • SEO Strategies and Tactics for Convention & Visitor Bureaus • SEO Architecture • SEO Content • SEO Linking • SEO and Social Media

  21. Content Best Practices • When it comes to website content, the following Content Optimization Best Practices are key: • Keyword Focus • Each page should be focused around one primary keyword or phase • Primary keyword selection should be based on keyword search volume research • Keyword Usage • Primary keyword should be used within all page elements and significantly within body copy • Keyword usage should be based on average usage within top search engines • Content Depth • Each page should have a significant depth of body copy content in relation to the topical focus (approx. 200 – 600 words) • Title Tag • 6 to 12 words long • Keyword focused • Keyword used at beginning of tag • Meta Description • 12 to 24 words long • Keyword focused • Keyword used towards the beginning of tag • Meta Keywords • 24 to 48 words long • Keyword focused • Keywords should be grouped in related clusters • H1 Tags • Only one H1 Tag per page • Keyword focused • Should not be duplicate of Title Tag

  22. Site Content Which site wins? Site One – 5 Pages Site Two – 30 Pages Beatles Beatles Take Away: Build topic expertise by increasing the depth of content on your topics

  23. Case Study Current Client: Optimize site content for improved ranking. Engagement:

  24. Improving the Site Optimization plan includes the following: • Creating Meta Data formulas to help improve the Title Tag, Meta Descriptions, and Meta Keywords of the pages • Identifying keyword focus for and optimizing the content on existing pages • Creating new content to take advantage of keyword opportunities

  25. Content Analysis When we analyzed the website content of AnaheimOC.org, we discovered the following strengths and weaknesses: Strengths • Majority of content is focused from a topical standpoint • Majority of pages have unique Title tags • Category/subcategory pages have established and unique H1 tags

  26. Content Analysis (Not an H1 tag, but should be) (Text here) When we analyzed the website content of AnaheimOC.org, we discovered the following strengths and weaknesses: Weaknesses • Not all pages have unique Meta Description tag content and a good portion are missing. • Majority of pages have the exact same Meta Keywords tag content. • Merchant pages are missing an H1 tag • Subcategory pages could use additional content to help secure subcategory keyword/topical focus.

  27. Content Strategy • Focus efforts on one section of the site:

  28. Keyword Analysis Keyword research is very important to successful SEO. The goal is to find a keyword that has search volume (i.e. people search on frequently) AND relates to topical focus of the page you want to optimize. Here’s the standard procedure for selecting a keyword: • Identify the specific topic/focus of the page you want to optimize

  29. Keyword Analysis – Search Volume Using a keyword search volume tool (like Wordtracker/Google AdWordsKeyword Tool), find a keyword that has decent search volume that relates as close to your topical focus as possible.

  30. Keyword Analysis – Current SE Rank (#59) Check in Google to see if your website (specifically the web page you want to optimize) is currently ranking for that term.

  31. Who’s Ranking? • Analyze who is ranking for your term: • Keyword density • Title Tags • Body Content • Meta Content

  32. OC Airports Page Here is the new page: Based on this analysis, we built a new OC Airports page • Original page had 1 paragraph of text and links to the airport websites: • Orange County Airport • John Wayne Airport • LAX • Long Beach Airport

  33. Proving the Concept – Creating New Content In addition to optimizing the existing Orange County Airports page, we also built out individual pages on each of the 4 airports. (Turns out that there was search volume for each of them as well)

  34. OC Airport Pages

  35. OC Airport Pages

  36. CVB Content Strategy • Leverage the local focus of your site • Include location and names of local attractions on all relevant page elements • Meta content • Title Tag • H1’s • Body Content • Etc.

  37. User-Generated Content • Reviews on CVB sites • Hotels • Restaurants • Attractions • Events • Why? • 1 out of 3 internet users seeks out user-generated content to help them make their decisions • Allows you to exponentially increase the word count and page count of your site • Typically keyword rich content • Free content

  38. Agenda • About The Search Agency • SEO – Why You Should Care • SEO Strategies and Tactics for Convention & Visitor Bureaus • SEO Architecture • SEO Content • SEO Linking • SEO and Social Media

  39. A Link is Like a Vote A link is like a vote. Although links from important 'authority' sites carry more 'vote weight', ultimately, total 'link/vote score' is one of the heaviest algorithmic factors considered in rankings.

  40. Linking Pyramid

  41. Importance Of Linking Words “Click Here” do not appear on this page

  42. CVB Linking Strategy • Inbound Linking Strategy • Leverage existing relationships with 1000’s of businesses in your region.

  43. CVB Linking Strategy • Deep Linking CarmelosPizza.com Homepage Things to do Restaurants Italian restaurants

  44. CVB Linking Strategy • Integrate linking practices into your everyday business • How to do it: • Train your staff about linking basics and the importance of linking • Relevance, deep linking, etc. • Build linking into your standard agreements with local businesses and vendors • Train your procurement staff to include linking in all negotiations • Why do it: • Programmatically acquire large volumes of relevant, topic specific links into pages of your site

  45. Additional CVB Linking Strategies • Actively acquire in-bound links from ‘authority’ websites • .gov sites • Local government • State government • National government • .edu sites • Local universities • Attraction websites • Example: Disneyland • Local large businesses • Travel directories • DMOZ (http://www.google.com/Top/Recreation/Travel/) • Yahoo Directory (http://dir.yahoo.com/Regional/U_S__States/)

  46. Additional CVB Linking Strategies • Make your content easy to share • Add functionality for people to share content with their friends and colleagues. • Increases inbound links

  47. Agenda • About The Search Agency • SEO – Why You Should Care • SEO Strategies and Tactics for Convention & Visitor Bureaus • SEO Architecture • SEO Content • SEO Linking • SEO and Social Media

  48. Examples of Social Media • Blogs: “Web logs” like Gizmodo and Tech Crunch • Instant messaging: Yahoo! Messenger, Google Talk • Forums: Websites for open discussions about specific topics. (Something Awful, Digital Spy) • Media sharing: Flickr, YouTube • Social bookmarking: Users recommend headlines and stories to one another (Digg, Reddit, StumbleUpon) • Social networks: Facebook, MySpace, LinkedIn • Twitter: Real-time micro-blogging • Wikis: Wikipedia, WikiHow

  49. Social Media usage is growing Interaction and adoption of social media has increased over time. Source: Universal McCann

  50. Social Network Users Analysts have forecasted online social networks to grow to 105 million Users in 2011. Source: www.strategyanalytics.com

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