Transcript Agenda - California International Business University

SEO is dead, long live SEO
Marc Uhlig
Agenda
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Introduction
Definitions
What works in SEM
Factors in SEO
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Social Media
Landing pages
Analytics and metrics
Branding
Search engine users
Suggested readings
 In detail: Code, keywords, link building
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Definitions
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A/B split
Acquisition cost
Backlinks (inbound links)
Bait-and-switch (agent name delivery, IP
delivery, or cloaking)
Clickthrough rate (CTR)
Consumer generated media: (user
generated content)
Conversion rate
Conversion
Cost per lead (CPL)
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Definitions
 Cost per thousand (CPM)
 CPA (cost per action, or cost per
acquisition)
 CPC (cost per click)
 Keyword density
 Scraping
 Search engine optimization (SEO)
 Searchjacking
 Usability
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SEO is all about communication
 Usability is key, search engines are
not
 Need for a more holistic approach
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SEM opportunities
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High importance factors in SEO
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SEO: Positive keyword factors
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Title tag
Body tag
Keyword density
H1 tag
Domain name
Page URL
H2, H3... tags
Alt and image Title tags
Bold/Strong tags
Meta Description/Keyword tag
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SEO: Positive page/site attributes
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Global link popularity
Quality/relevancy of inbound links
Rate of new inbound links
Internal link popularity
Quality/relevancy of outgoing links
Quality of content
Organization/hierarchy of navigation
Age of page/domain
Frequency of updates
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SEO: Positive page/site attributes
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Amount of indexible content
Spelling and grammar
HTML validation
Historical performance
Relevancy to query
Number of queries
TLD extension
Google PageRank of page
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SEO: Positive inbound link attributes
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Anchor text
Surrounding text
Global link popularity of linking site
Internal link popularity of linking site
Topical relevancy of linking site
TLD extension of linking site
Google PageRank of linking page
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SEO: Negative factors
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Server is down/very slow
Duplicate content
Low quality outbound links
Duplicate Title/Meta tags
Keyword stuffing
Participation in link schemes
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Code example: Separate main/sub
navigation
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Code example: Separate main/sub
navigation
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Code example: Integrated main/sub
navigation
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Code example: Integrated main/sub
navigation
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Keyword research tactics
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Keyword research tools
 Google
 Wordtracker
 Trellian keyword discovery
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Greater specificity means more words
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Word count in search phrases
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Words per query on standard keypad
vs. BlackBerry phones
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Keyword research: Clustering
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Example: Keyword cluster
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Keyword clusters
 Content
 Anchor text of site navigation
 URL architecture
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Basics of link building
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Link building using media outlets
 Industry specific/trade magazines
 Check Yahoo directory or DMOZ
 Classifieds
 Direct visitors to resource area on your
site
 Specialty directories
 Submit your site
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Link building using media outlets
 Discussion forums
 Identify top contributors and establish
relationship
 Electronic newsletters
 Are usually archived
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Link building using press releases
 Paid
 Prnewswire.com
 Marketwire.com
 Richcontent.com
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Link building using press releases
 Free
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Prurgent.com
Live-pr.com
Pr-inside.com
Pressbox.co.uk
Clickpress.com
Ukprwire.com
Usprwire.com
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Link building: One last tip
 Find pages or sites which used to
offer a service and no longer do
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Social media
 Link baiting: Cloaking?
 Digg.com
 Reddit.com
 Stumbleupon.com
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 Communication
 Twitter.com
 Facebook.com
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Social media
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Invest in exceptional product
Listen to the buzz
Be transparent
Be more accessible
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Impact of landing page elements
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What analytics programs get used
most?
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Avinash Kaushik, Google
Spend 10% of your budget on your
tool implementation cost, 90% on
analysis, interpretation and acting on
the results
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Be careful: Don’t over-analyze
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Search marketers rank most underused metrics
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SEM campaign tests ROI
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ROI of SEM: 2007 vs. 2008
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Indexed ROI of big 3 search engines
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Clickthrough rates 2005-2008
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Clickthrough rates
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Natural search conversion rates vs.
paid
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Conversion rates by conversion type
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Brand most important consideration
among clickers
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Combined brand effect of search and
display
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Searchers focus on page 1 of the SERP
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Clicks vs. page rank
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Business decision makers’ engine of
choice
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Composition by age of top 5 search
engines by searches
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Household income profile of top 5
search engines
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European searches
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Search property comparison: Germany
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Search marketer salary boom slowing
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MarketingSherpa's Search Marketing
Benchmark Guide
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MarketingSherpa's Landing Page
Handbook
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SEO is dead, long live SEO - Marc Uhlig
Don't Make Me Think: A Common Sense
Approach to Web Usability, 2nd Edition by
Steve Krug
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SEO is dead, long live SEO - Marc Uhlig
E-Commerce User Experience HighLevel Strategy by NN/g
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Net Words: Creating High-Impact
Online Copy by Nick Usborne
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SEO is dead, long live SEO - Marc Uhlig
Thank you very much
Marc Uhlig
[email protected]
Twitter.com/marcuhlig