• Trends that are shaping search
Get more visitors and more productive visits through Search Engine Optimization
• Fundamentals of SEO • Tools to help your success
Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Is your website a slacker?
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SEO is still relevant
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Search: December, 2010 Search Volume
Google Sites Yahoo! Sites Microsoft Sites Ask Network AOL LLC Network
Source: Comscore.com December, 2010 Search Engine Rankings Copyright Š2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Multimedia Growth
Source: Compete.com Copyright Š2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Niches Expanding Reach
Source: Compete.com Copyright Š2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Local Explodes
Source: Compete.com Copyright Š2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Google’s brand promise
Best Content Management System
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Google updates to help you find the most relevant content
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Goggle gets local
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The first rule of Google‌
Copyright Š2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Inbound link initiatives
Press Releases Your Blog
Social Media
Bloggers are on Twitter
Ask for Links
RSS Feed + Feedburner
What is on your site that would benefit a site’s constituents?
Syndicate Your Content?
Duplicate content policy Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Create compelling content Establish an emotional connection
Images and Words people will click on to see more
Stories people will want to share with others
Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
How does Google find content?
The “Spider” or “Googlebot” Crawls links
on the Internet Catalogs Keywords and Key Phrases Calculates Relevance You can talk to the spider Robots.txt &
Sitemap.xml Submit on webmaster.google.com
You earn “Page Rank” Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Writing for SEO
5 – 8% Keyword Density
250 - 500 words of content per page
Use keywords early and often
Add section headings
Avoid synonyms, euphemisms and implied usage
Use your other keywords to create linking opportunities Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Keyword Density
Copyright Š2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Keyword Density Single Keywords http://www.zlmc.org/meditation.html Total Keywords: 365 Keyword meditation zen life zlmc meditate center mindfulness inspired learn chicago
Count Density 31 8.49% 14 3.84% 11 3.01% 10 2.74% 6 1.64% 5 1.37% 4 1.10% 4 1.10% 4 1.10% 4 1.10%
Double Keywords http://www.zlmc.org/meditation.html Total Keywords: 352 Keyword zen life life meditation meditation center zen inspired inspired life mindfulness meditation learn meditate meditation zen meditation periods corporate wellness style meditation
Count 5 5 5 4 4 4 4 3 3 3 3
Density 1.42% 1.42% 1.42% 1.14% 1.14% 1.14% 1.14% 0.85% 0.85% 0.85% 0.85%
Copyright Š2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Keyword Selection
Be specific and user centric
Be consistent
“learn joomla” -“learn joomla chicago” “joomla conference chicago” Choose your jargon carefully
Add pages for
“Long Tail” searches
Specific Products
Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Choose Better Keywords
Copyright Š2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
More relevant keywords
Copyright Š2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
For Example…
The “Spider” or “Googlebot” Crawls links
on the Internet Catalogs Keywords and Key Phrases Calculates Relevance You can talk to the spider Robots.txt &
Sitemap.xml Submit on webmaster.google.com
Google assigns “Page Rank” Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Optimize for “Googlebot”…
The “Googlebot” is a spider-like program Googlebot crawls
links on the
Internet Googlebot catalogs search keywords and key phrases Googlebot calculates keyword relevance You can talk to the Googlebot Robots.txt &
Sitemap.xml Submit on webmaster.google.com
You earn “Google Page Rank”
Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
…link on additional terms
The “Googlebot” is a spider-like program
Googlebot crawls links on the Internet
Googlebot catalogs
search keywords and key phrases Googlebot calculates keyword relevance You can talk to the Googlebot Robots.txt &
Sitemap.xml Submit on webmaster.google.com
You earn “Google Page Rank” Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Webmasters Tools
2010 saw improvements in Webmaster Tools
Keywords for which your site ranks
Crawl Errors and other site diagnostics
Significant links to your site
Submit an XML Sitemap
sitemap.xml
robots.txt Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
What does Googlebot see?
Copyright Š2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Is your linking strategy working?
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Is your content relevant?
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Measuring SEO success
Top Landing Pages Bounce
Rate
Navigation Summary
Search Keywords
Goals achieved
Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Buy position with paid search
Paid listings on a keyword or phrase You control bid amount and daily budget
Drive traffic directly to a service offering
Test new marketing messages Copyright ©2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Go forth and optimize!
Copyright Š2009 Metrist Partners. Materials may not be duplicated without express written permission of Metrist Partners.
Thank you!
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