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MarketingProfs Makeover: Optimize Your Website To Increase Search Visibility and Attract Qualified Visitors Presented by: Marc Engelsman June 14, 2011
Why optimize? Source: iProspect 2007
Why Optimize? Digital pull is better than push • Pre-qualified • Pre-disposed • Ready to act
Keyword Selection How much competition (large, authority sites) is there for the particular keyword? How closely does the keyword match your product/service offering, messaging, goals and objectives? Marketing/Brand Relevance Optimization Opportunity Recommended Keywords Competition Search Frequency Is there already a logical place on the site to optimize for the particular keyword? How many people are searching on the particular keyword?
Free Keyword Research Tools • https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&__o=te&ideaRequestType=KEYWORD_IDEAS#search.none • Keyword Tool and Traffic Estimator to identify competitive phrases and search frequencies • http://www.google.com/insights/search/# • Compare search patterns across specific regions, categories, time frames and properties
Free Keyword Research Tools • http://www.google.com/trends • See what keywords people are searching for by region and timeframe • www.google.com/adplanner • Media planning tool to identify websites your target customers are likely to visit • Good for competitive intelligence
Tags in Your Page Coding Title Tags • Text in the top of the browser when visiting a website Meta Description Tags • Text shown in search results underneath the site URL Both tags entered in the website source code
Optimized Content Best Practices One keyword per page 250 words “visible” page content 3-5 keyword mentions • Placement in top 1/3 of page • Use in headers (H1 tags) and sub-heads (H2 and H3 tags)
Links and Link Building Quality Link = • One that comes from an industry relevant website • Appears on a website that is recognized by the search engines as an authority site, and • Is embedded on a keyword rather than on your company name or URL. Links on a keyword should point to the page on your site that is optimized for that keyword.
Content Marketing for Link Building Straight Link Requests Directory Submissions Press Release Optimization & Distribution Internal Link Upgrades Article Optimization & Submission Partnership Outreach Social Media Outreach & Campaigns
Free Links Research Tool • http://siteexplorer.search.yahoo.com/ • External links • Internal links • Competitors’ links
Importance Inverse to Implementation Source: SEOmoz 2011
Google Analytics: Goals Cart through Sale Funnel Analysis
Other Tools to Gain Insights • www.feedbackroulette.com • www.4qsurvey.com • www.getclicky.com
Questions, Contact and Connect Marc Engelsman Twitter: @Marc_Engelsman LinkedIn: www.linkedin.com/in/marcengelsman email@example.com Or Call Toll Free: 866/651-6767