Search Engine Strategies

rustnatureInternet and Web Development

Nov 18, 2013 (3 years and 9 months ago)

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Search Engine Strategies

Andre Jensen
andre@FreelanceSEM.com

I know my junk, really!

Over 16 years Online
Marketing Experience


MMG – Outrider

Marketleap – a Digital Impact
Company – now Acxiom

Global Strategies – Neo@Ogilvy



FreelanceSEM.com

First Computer
First Website Topic
This stuff works
• Couldn’t find his own
site while searching
for his own name.

• Took my class at
COCC a couple times.

• Now is #1 for
‘handmade coffee
mug’ out of
2,080,000 search
results.


Agenda
• How Search Engines Work

• How Search Results are Displayed

• Keyword Research

• Content, content, content

• Local Search

• Don’t Ignore Social Media

• Questions
Goals of Search Engine Optimization (SEO)

Build your site so it will be discovered by
the search engines

• Design each page so it can be thoroughly
crawled and indexed properly

• Build in SEO Best Practices so potential
customers can find your products and/or
services easily
How Search Engines Work
1.Spiders (crawlers, robots) crawl the Web
2.They extract information from each page
3.Build index
▫ The # of times an important word appears on a page.
▫ Where on a page a word appears.
▫ The # of times a page is linked to from other pages.
▫ The importance of other pages from which a page is
linked to.
4.Encodes and stores information
How Searchers Search
1.Develop query: 75% of searchers search on 3-word
phrases – or more

2.Search and Scan: Searcher filters SERP (Search Engine
Results Page) listing through collection of words in their
head

3.Click, Scan, Repeat: Click on the first link that
resembles what they are looking for, scan your site and…

Engage with your site or Go back to SERP

Why is SEO Important?
Source: Google golden triangle – Enquiro Research, Clickthrough Percentages – Richard Hearne at Red Cardinal
Google Golden Triangle gets
100% of the views and
85% of the organic clicks
 Search engine optimization (SEO) is a prerequisite for
ranking pages
– Ranking pages are visible to searchers which leads to traffic to the site.
– Top ranking pages have the highest share of visibility and click-
through.
Organic / Universal
Sponsored
Can’t get here
Until you know what
people are searching
for here
Keyword Research
Keyword Research
• Selecting the right keywords is critical to the
success of any SEM / SEO campaign

• You may have an idea of what keywords you want
to be found in the search results for, but that is
useless if your customers are not searching for those
same keywords
▫ Example:
“fun irresistible snacking experience every time”

• You have to understand what your potential
customer is searching for in order to find your site


Initial Keyword List
• Start gathering initial list of keywords to research

• What do you want to be #1 in the search results for?

• When you search for your own site, what do you search
for?

• What would your potential visitors search for when
trying to find your product/services/information?

• What would your mom search for in order to find your
client?
Keyword Research Tool

• https://adwords.google.com/select/KeywordToolExternal
- FREE

Just search for “keyword tool” at Google, it’s always #1.

Google Keyword Tool
Root Keyword
Related Terms
https://adwords.google.com/select/KeywordToolExternal

Identify
relevant
keywords
Gathering Targeted Keywords

Most of my coworkers
assumed our main
keyword phrase is
“youth sports”
Is there something
better?
Additional Keywords for “Sports”

Youth sports is searched
for approximately 5400
times a month while
‘team sports’ is searched
for nearly 3 times as
much.


What does this mean?


Do we want to build
content around keywords
like ‘high school sports’,
‘sports equipment’, ‘team
sports’ and others?


Possibly.
Qualify the keywords

Just because keywords
like ‘high school sports’,
‘sports equipment’, ‘team
sports’ are searched for
more, can we compete
in this space?


Possibly.


Search for the keyword
and evaluate the search
results
• Are your competitors
there?
• Does your site belong in
the results with the
other sites that are
ranking?
Client is always right

Client says that his
customers search for
model numbers
without adding the
brand name…
The tool doesn’t always know everything

The keyword tool
doesn’t always have
all the data you’re
looking for.


You have to use
your best judgment
and keep testing to
see what works.
•Filter out all the raw data in order to find what words you
will optimize for.

•One keyword per page if in a competitive space

•If you want to rank for a keyword, you must either create
content or optimize current content
What Now?
Keyword Research Summary
• Keyword research allows you to understand how
people search for your site

• In depth keyword research is essential to your
online success

• Qualify relevant keyword phrases for maximum
effectiveness

• Let your website speak the searchers language

Content
Content, content, content
• Content is King

• Content is one of the most important
factors of successful SEM

• Pages you create should provide valuable
information that references specific keyword
phrases
and concepts that are unique to
your website
Types of Content
Content is any text on a
web page that impacts
relevancy and rankings:

▫ Body Content
▫ Headlines
▫ Alt Tags
▫ Link Text
▫ Titles
▫ Meta Description

Content, content, content

Search engine algorithms will score each of these
areas to determine the relevancy of your content –
for each individual page of your site

• Keyword Prominence – How close to the
beginning the keyword is placed

• Keyword Weight – How often the keyword is
used in relation to other words on the page


Optimized Title Tag

<title>Keyword Phrase</title>

• 100% Prominence
• 100% Weight
• Frequency = 1

Realistic Title –
<title>Keyword Phrase – Company Name</title>
Title Tags

One of the most important tags for the Search
Engine Relevancy

• Should describe exactly what that specific page
contains

• Will be the first impression of your business in the
search results

• Create unique Title Tags for each URL of your
domain
site:www.domain.com
Title Tag Classics
• Welcome to my home page
• Untitled Document
• Index
• Title
• www.yourdomain.com
• This site contains frames
Title Tag Guide
• 70 characters or less

• Contains the targeted keyword phrase that
accurately describes the content of a page

• Title Tags for every URL should be unique and
relevant to that URL

• Every word in the Title should be somewhere in
the body content of the URL they are used for

Meta Description Tag Guide
• 160 character explanation of the page and its contents

• It should contain keywords and phrases you hope to be
found for

• It should also read like an introductory lead-in for the topic
or service you are highlighting

• Can contain a call to action

<meta name="Description" content="Water Jet
Cutting, CNC Machining Services, and premier Manual
Machining Services from Bend Machine in Bend Oregon. We
offer general machine work, custom built machinery, and
manual machining.”/>
Meta Description in the search results
Types of Content – Body Text
• Search engines usually read and index the
first 500 words from each page they
successfully crawl.

• The text within that span of words is one
factor that helps to determine your
relevance for a particular search term.

Types of Content – Header Tags
• Search engines want to see your keyword
phrases used throughout the page as well as in
the Header for that page

• The Header is designated by using <H1> or
<H2> tags

• Using your targeted keyword phrase in a H1 or
H2 tag increases the relevancy of the page for
that keyword phrase

<h1>Introduction to Search Engine Marketing</h1>
Types of Content – Alt Tags
• Describes an image using targeted keyword phrases
• Valuable to Internet users who surf with images
turned off
• Image Search

• Two different ways you can make use of Alt Tags are:
 In image links to describe the image or the page
that the image is linking to
 Image of text - use the text in the image as the
alt text

• Example: <img
src="images/waterjet_cutting_services_example.jpg"
width="170" height="108" alt=“Waterjet Cutting
Services Example" />


Alt Tag Example – Images On
Images Off
Types of Content – Link Text
• It's important to have text links that contain your targeted keyword
phrases

• Search engines not only follow links, they also analyze the text within
them to help determine a sites relevancy

• Graphic links often don't have any text associated with them, so the
engines don't treat them the same as text links made up of good
keywords

• An easy way to add text link navigation that serves both actual visitors as
well as search engines is to add a footer to the bottom of the page

• This builds your “internal link popularity” and helps to build the relevancy
of the page you are linking to


Types of Content – Link Text
• The footer for CapitalOne includes main keywords like
credit cards, banking, loans, small business, and
commercial banking.

• Just one of the techniques used in order to get page 1
results in Google for ‘credit cards’.
Key Content Takeaways
• Choose 1 keyword phrase for each targeted page.

• Include each keyword phrase a few times within your copy
— there’s no magic number.

• If your text sounds “awkward” to you, reduce your
keyword phrase usage.

• Use the exact term — “home equity line of credit" is not
the same as “HELOC"

• Include keyword rich text links when crossing linking to
other pages
▫ Leverage your blogs, videos, and press releases



Local Search
CLAIM YOUR LISTINGS!!!

• GetListed.org – currently free.


Google Places AND Google + Pages

• You need to claim them both.


Google Places AND Google + Pages

• Once claimed, you need to optimize them to make sure
they are 100% complete – add photos, video, additional
information…


DO NOT Ignore Social Media
http://www.cmo.com/content/dam/CMO_Other/Misc./2013CMOsGuideToSocialLandscape.pdf

@SearchGiant


Twitter - At least grab your name before someone else
does.

Facebook - again, grab your name and your business
name before someone else does.

You can connect your accounts so your Tweets get
posted on Facebook. I wouldn’t really recommend this
though. #facebookersdontseemtolikehashtags

Participate in the conversation, don’t just promote
yourself.

General Rules


Tweets: Less than 120 char.

Tweets: Only include relevant #hash tags

Tweets: Limit # hash tags to 1-2 per tweet

Tweets: Use Shortening URL services (bit.ly)
- Customize URLs using relevant keywords
- Keep URLs short, <20 characters


FB Posts/Tweets: Links to appropriate preferred landing page URL


FB Posts: Use images when appropriate.


HighSchoolRudyAwards.com
• 4.1 Million PageViews
• 4.25 PageViews Per Visit
• 31% Bounce Rate
• 1:45 Avg Time on Site
• Over 1.6 Million Votes

Majority of traffic came
from teaching nominees
and their families how to
leverage Facebook
to
spread the word about
our site and to vote.
Cheat Sheet
Google Keyword Tool
https://adwords.google.com/select/Key
wordToolExternal

SEO-Browser
http://www.seo-browser.com/index.php

Google Webmasters Tool
https://www.google.com/webmasters/

Google Insights for Search
http://www.google.com/insights/search/

Google Trends
http://www.google.com/trends

HTML Coding

<TITLE>Title tag</TITLE>
<META NAME="Description" CONTENT=“Descriptive sentence.">

Images - <img src=”keyword.jpg” alt=”Keyword in Image tag” />

<H1> – 1st Heading
<H1> – One per Page
<H2>, <H3>, etc – 2
nd
Headings
Keywords in Body Content - <b>, <i>, <ul> – Highlights
SEO Tools

Use Keywords

Title Tag
Meta Tags
Headlines
Body Text
Text Links (Anchor Text)
Image Tags
Facebook/Twitter SEO

Tweets: Less than 120 char.
Tweets: Only include relevant #hash tags
Tweets: Limit # hash tags to 1-2 per tweet
Tweets: Use Shortening URL services (bit.ly)
- Customize URLs using relevant keywords
- Keep URLs short, <20 characters
FB Posts/Tweets: Links to appropriate preferred landing page URL
FB Posts: Use images when appropriate.
Text Links

Use Keywords in Text Links
<a href=“/keyword-rich-directory/keyword-in-file-name/”>Keyword in
Anchor Text</a>
Local Search

Claim your business
Optimize your listings

THANK YOU!!!



Andre Jensen

andre@FreelanceSEM.com

Please feel free to email me with questions or
better yet, compliments!!