Welcome to our 11th webinar of 2012! • Specifically for our premium members
• Please ask questions throughout • Send questions to ‘Organizers and Panelists’ • We’ll try to answer questions at the end
• We’ll send you a copy of the presentation and post in our Education Center!
Share key takeaways on Social Media:
@WeddingWireEDU
@sonnyg
Best Tweet gets a Mophie Juice Pack
% of internet population that accesses search engines each month:
95%
Every minute, how many searches do we complete on the web?
2,900,000
A top 3 ranking drives significant clicks
Marketing Sherpa, February 2007
Changes to Algorithms
Started February 2011
Low quality content penalty - Panda was designed to target lowquality sites. This update was significant as it affected approximately 12% of all search results. Panda cracked down on thin content, content farms, and sites with a high ratio of ads.
Started April 2012
Over-optimization penalty - Google rolled out the "Web Spam Update", which was soon after dubbed "Penguin." Penguin adjusted a number of spam factors, including keyword stuffing, and impacted an estimated 3.1% of English queries.
If you think you had a negative impact‌
We will keep you updated on major changes
7 Ways to Look Like Web Spam
1) Rarely using social media sites
2) Over-optimizing your website
3) Not focusing on creating good content
4) Stuffing your website with lots of ads
5) Lots of dead end pages and broken links
6) Low-quality inbound links & site wide links
7) Trying to find SEO short cuts
5 SEO Factors
1) Content is what search engines look for
2) Design & Development set your structure
3) Links determine your websites authority
4) SEO is bit of a popularity contest
5) Social Sharing shows that people care
6 Items for Every Page
Number of pages we have indexed on Google?
5.4 million
Optimize your meta data for every page DOC TITLE
META DESC
META TAGS
Create consistency across all page elements H1 TAG
ALT TEXT
TITLE TEXT
6 On-Page Factors We will post a one page overview document with details on our Pro Blog
Our L.U.C.K. Framework
Number of keywords that send traffic to WW?
973,476
Create a list of keywords for your business
Don’t stuff keywords onto your webpages
Focus on 2 primary keywords per page; 5 max
Find a balance between long tail and short tail
Google’s keyword tool gives you suggestions
Content helps differentiate the best sites
Fresh, unique content makes Google happy
Never exactly duplicate content across sites
We all create content in our daily lives
Blog content is SEO gold for your business
Creating regular blog content drives success
Hubspot, Lead Generation Lessons, 2011
Your reviews are highly valued content
Your URL structure provides the framework
Design URL structure to build on the roots
Keep URL structure short & include keywords
Try to stick to static URL’s vs. dynamic URL’s
Number of inbound links to WeddingWire?
1.2 million
Building links delivers two major benefits:
Hubspot, Learning SEO from the Experts, October 2012
The Quantity of Links build your authority
The Quality of Links strengthen your authority
Build links that align with your keywords
Google Webmaster lets you analyze your links
SEO for Firefox allows you to have SEO LUCK
Social SEO
Seo-cial is a marriage of SEO and social media
Make sure to own social media real estate
Add Social Sharing Buttons to your site
developers.facebook.com
Place ‘Like’ prominently on your homepage
Pinterest will likely increase in SEO importance
Video SEO
% of Google searches that return videos?
25%
How much more likely is a video to show up on the first page of search results vs. text?
53x
The goal is to show up in Universal Search
Upload your videos to YouTube to be found
Find keywords people search on Youtube
Include informational keywords to show up
Comparative Instructional Educational Buy Cheap Sale
Provide a strong description, category, 6 tags
Video Builder lets you create videos for SEO
Post to Youtube and a dedicated video page
Mobile SEO
Searches from mobile devices have more than
Quadrupled in the past year
% of mobile searches that lead to an action? (visiting a business location, purchasing a product, etc.)
90%
Know what your site looks like on mobile
Create your Mobile site first, Apps second
Keywords tend to be shorter in mobile search
Identifying your location makes a difference
Include a link to your main site on every page
Use rich content sparingly, ensure load times
Search crawlers know mobile is not duplicative
Our mobile sites let your main site shine
SEO & LINKS TOOL
We automatically set your unique meta data
Set your URL, add keywords, build content
We optimize listings for the 3 search engines
Get direct links from all of our network sites
Facebook Page Designer
Add Action Tabs to reach potential clients
Sign up for a live Facebook Page Designer Demo next Tuesday, November 20th, 3-4pm EDT! Email pros@weddingwire.com to sign up, or look out for a link to register in tomorrow’s Webinar Recap Email
Sonny Ganguly
CMO @ WeddingWire cmo@weddingwire.com twitter.com/sonnyg
SEO Q&A