Search Engine Optimization

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Search Engine Optimization and Strategy WorkshopbyPatrick ObornVP of MarketingSeptember 26, 2009 : 

Search Engine Optimization and Strategy WorkshopbyPatrick ObornVP of MarketingSeptember 26, 2009

Today's Schedule : 

Today's Schedule 10:00 – 10:10 – Introduction 10:10 – 11:30 – Organic Search Strategy 11:30 – 12:00 – Lunch 12:05 – 12:45 – Paid Search Strategy 12:45 – 2:00 – Premium Site Workshop 2:00 – 2:30 – Questions and Answers

Introduction – Patrick Oborn : 

Introduction – Patrick Oborn Masters in Electrical Engineering - Created first web site during final exams in 1996 Purchased first domain name in 1997 ( Built a successful agency purely by SEO for keywords such as: “cheap long distance” “cheap long distance rates” Hired by Cognigen Networks in 1999 / Web Programming- Learned the power of the collective agent base in sales- Developed BottomLine calculator, featured in Wall Street Journal Started Telarus in 2002- Built / SEO for “T1” related keywords- Generated over 5,000 organic leads in 5 years- Featured on cover of US Business Review- Architect of the Premium Site

Search Engine Strategy : 

Search Engine Strategy The key to getting your site ranked in the Search Engines (Google) is to learn how they think Select a target audience Select targeted keywords to address your target audience Formulate a web site strategy with Google and your target audience in mind Formulate a business plan (budget) based upon your expected returns Build your web sites Track your progress and build your web presence

How Does Google Think? : 

How Does Google Think? Read Google’s published patent application Content – Does your site provide original information Relevancy – Is your site relevant as determined by content and links Linkage – Do other ‘independent’ sites link to you? How many? Traffic – How many human being visit your site? How long do they stay? Updates – How often do you update your site? What is the extent of the updates? Intangibles – Other miscellaneous data relating to the quality of your web site Google is a mathematical method to match up a keyword search intent with the web page that has the highest probability of meeting that criteria. For Google, relevance = dollars

How Does Google Think? Content : 

How Does Google Think? Content Create web pages with rich, original content- Google ignores menus, Java Script, and graphics- “Google spider viewable” text is the key (text, alt tags, file names)- Flash and animated gifs are INVISIBLE to Google How do you know if the content on your site is original? Here is how Google ‘sees’ your site: Google reads sites from left to right, top to bottom. Put your keywords at or near the top / title / meta tags Use a keyword density between 2% and 3%. NEVER copy articles from other sites (at least modify them extensively). The more original your work, the greater the reward. Have a least 1,000 words on each page of your site. Make your web site as different as possible from other web sites, especially those of other agents. Help with original content: - - - -

How Does Google Think? Relevancy : 

How Does Google Think? Relevancy Establish your site as an “Authority” on a subject. Create a blog to supplement your main marketing site and fill it regularly with relevant articles. Create a discussion forum where these topics are discussed. If you don’t have an audience, make one up. Limit your outbound links to industry reference sites (examples): - - - Find where your competitors are linking: Limit your link exchange partners to sites with similar or complimentary relevance. Use phrases such as “for more information on _________” and “read more about _______” in your text links. FREE Blog Publishing Sites: - - Examples of Agent Blogs - -

How Does Google Think? Content : 

How Does Google Think? Content Mathematical Considerations: Relevancy = Number of Unique Pages / Total Number of Pages * Problem now is Google is more and more able to find out when pages aren't really unique. * The only way to beat the system is .... to obey the rules. Do the work.

How Does Google Think? Linkage : 

How Does Google Think? Linkage 2 1 5 4 4 PageRank is a mathematical voting system. You want as many votes as possible.

How Does Google Think? Linkage : 

How Does Google Think? Linkage 2 1 5 4 3 Each outbound link essentially reduces the rank of the individual page. 2 1 5 4

How Does Google Think? Linkage : 

How Does Google Think? Linkage Link popularity is the key to success Join a link exchange group of industry professionals like yourself: Add link partners with a PageRank of 3 or higher Find link partners who are not hosting at the same facility as you- Google frowns upon similar sites hosted on a shared IP address or on the same Class C (group of IP addresses). Add your link partners gradually. Sudden spikes in links will raise red flags in Google. Continue to add partners daily. Steady, consistent effort is required to build up the right way. Scrub your list of link partners once a week. Remove dead links and non-reciprocal links as needed. Linking to dead air or sites that don’t link back will hurt your PR.*LMS will do this for you Link churn will hurt your PR if it is over a certain rate. Only link with stable partners who won’t go offline anytime soon. Link Management Software: - Places to find link partners -

How Does Google Think? Traffic : 

Measuring traffic patterns Google Toolbar: Time on web site is key Tricks to getting people to spend more time:- Real-time Quotes and Information- Articles of Interest (Articles of unethical behavior by carriers, anything semi-controversial)- Testimonials of Other Customers- News Flashes – Rate Reduction Notices / New blog articles- Surveys- Photo Albums / YouTube Videos Bookmarks are key.- The more people bookmark your site, the more they ‘vote’ your site to be of high quality. Click-through on search results are measured.- If your site appears in the top 10 and nobody clicks on it, you may be penalized. How Does Google Think? Traffic

How Does Google Think? Updates : 

Google measures the amount of time between updates. Google calculates the extent of your updates. Google only looks at the ‘important’ parts of your site. Changing today’s date, and other trivial items are ignored. Make sure your <META Revisit> tag is not set to a time exceeding your update frequency. Rotating original articles is a good way to make Google think that you are constantly updating your site. A stale page that receives good traffic may hold it's own and not require an update. So don't update for the sake of it. The frequency and amount of page updates is monitored and recorded as is the number of pages. Mass updates of hundreds of files will see you pop up on the radar. Make updates gradually. How Does Google Think? Updates

How Does Google Think? Intangibles : 

How Does Google Think? Intangibles Here are some other ‘tricks’ that Google uses: Expiration date of your domain name- By looking up your domain name in the Who-Is database, Google can learn when your domain name will expire. Those domain names that are renewed for many years are much less likely to be spam/junk than those who register for just one year.Whois = (click on “domain dossier”) The technical and billing contact of your domain name are checked for consistency and valid US mailing addresses. Prior ranking history of your site is considered. Links and content decay, but sites that were ‘discovered’ a long time ago and received ranking (without a change in theme) are rewarded.

Select an Audience : 

Select an Audience Business Accounts? Who looks for business accounts online?- Fact finders- Small business owners- Equipment installers (VARs)- IT Managers / Consultants- College students writing a report on T1 lines- Journalists- Competitors What articles will your target audience find helpful and/or interesting? Who is in the market for a T1 line, VoIP phones, Point-of-Sale (POS) Terminal, Ethernet? Market research (online and offline)

Select Target Keywords : 

Select Target Keywords Once you select your target audience, ask yourself:- What keywords will they use to search?- What information will they be looking for?- Will they be more interested in price or performance/quality? Find out what people are searching for: Begin crafting your META tags with your new keyword. Buy a domain name with your keywords in it. Be creative with sub-domains: Example: “mpls vpn” Example: “10mb broadband” Example: “Seattle metro ethernet”

Select Target Keywords : 

OCI gets better with higher targeting Traffic is greater for less targeted keywords Select Target Keywords Factors in making a decision on a keyword- Traffic- Online Commercial Intent (OCI)- Competition / Cost

Select Target Keywords : 

OCI Traffic ROI Select Target Keywords Success in online marketing is the product of traffic (and the cost to get the traffic) x OCI

Select Target Keywords : 

Select Target Keywords META Tag Design for keyword “bonded t1” : <title>Bonded T1 Price Calculator</title>- use the keyword in the beginning of your tag- keep the Title to 5 words or less<meta name="keywords" content=“Bonded T1, multimeg, high speed internet, bonded DS1, NxT1, bonded T, broadband”> - use the keyword in the beginning of your tag- keep your keywords to 15 phrases or less / use synonyms and other related phrases<meta name=“description" content=“Find the Bonded T1 provider that offers the best rates in your area in a matter of seconds.”> - use the keyword near the beginning of your description- keep your description 30 words or less

Select Target Keywords : 

Select Target Keywords Brainstorm ideas for articles/content relating to your keyword selection Who uses a Bonded T1?What exactly is a Bonded T1?What are the most common applications that run over a Bonded T1?How does a Bonded T1 work? What applications can run on a Bonded T1? What is the average price range of a Bonded T1 What service providers offer the best Bonded T1 service? What type of hardware is required for Bonded T1 service? How much savings can a customer realize by committing to a multi-year Bonded T1 contract

Formulate a Google Strategy – Internal Linkage : 

GeoQuote Premium Site Links to other Premium External link partners Master Web Site (w/ XML Plugin) BLOG ( Links to other blogs Cluster 1 – “bonded t1” LMS Formulate a Google Strategy – Internal Linkage

Formulate a Google Strategy – Internal Linkage : 

Home Page City Pages About Us Product Info Testimonials Formulate a Google Strategy – Internal Linkage

Formulate a Google Strategy – Multiple Clusters : 

Cluster 2 – “ethernet” Cluster 3 – “mpls” Cluster 1 – “bonded t1” Personal Site or Blog Charity Site or Blog Business Cluster Ex: Ex: Formulate a Google Strategy – Multiple Clusters

Formulate a Business Plan : 

Step 1 – Figure out what the cost will be to implement your marketing strategy: Yearly costs (Cluster 1): $17.90Domain Name for Master Site: $8.95/yearDomain Name for GQ PremiumSite: $8.95/year Monthly costs: $28.85GeoQuote XML Plugin $0.00/monthBlog Software ( $0.00/monthWeb Hosting for Master Site $4.95/monthWeb Hosting for GeoQuote+ Site $4.95/ Membership $8.85/month Premium City Updates $10.00/month One-Time Costs $249.00GeoQuote Premium (with City/State pages): $249.00_____________________________________________________________ Yearly Budget (Year 1) $613.10 Yearly Budget (Year 2) $364.10 Formulate a Business Plan

Formulate a Business Plan : 

Formulate a Business Plan Possible upgrades: - (Professional Web Design / Logo / Fliers): $999 - (Semi-Professional Design): $70/hr (~$700) - Pay Per Clicks ($500/month) - Local Search ($49/month) - Pay Per Rank ($500/month) - 1-Way Link Management Software Links ($300/month) - 1-Way Link from ($799/year)

Formulate a Business Plan : 

Formulate a Business Plan Expected Returns:Year l costs: $613.101 T1 sale = $300/month + applicable one-time bonusesNet commission = $14.40/month (approx.)Time to cash flow = 4 months Year l income (where N = Number or T1 Sales per Month)Month 1-4: $0.00Month 5: $14.40 x N Month 6: ($14.40 x N) x 2Month 7: ($14.40 x N) x 3Month 8: ($14.40 x N) x 4Month 9: ($14.40 x N) x 5Month 10: ($14.40 x N) x 6Month 11: ($14.40 x N) x 7Month 12: ($14.40 x N) x 8 Total ($14.40 x N) x 36 = $626.90 N = $626.90 / $518.40 = 1.21 sales/month (6 sales every 5 months)

Formulate a Business Plan : 

Now, what if you can generate just 2 sales per month? (or you targeted a keyword with double expected spend?) Monthly Sales: 2 sales/month Internet Leads Required for 1 T1 Sale: 30Fallout (T1 Sales that don’t go through): 20%Sales Required to Generate 2 sales/month: 2 x 30 / (1 – 0.2) = 75 leads/month = 2.5 leads/day Year 2 income (where N = Number or T1 Sales per Month)Month 1: = ($14.40 x N) x 9 Month 2: = ($14.40 x N) x 10Month 3: = ($14.40 x N) x 11 Month 4: = ($14.40 x N) x 12 Month 5: = ($14.40 x N) x 13 Month 6: = ($14.40 x N) x 14 Month 7: = ($14.40 x N) x 15 Month 8: = ($14.40 x N) x 16 Month 9: = ($14.40 x N) x 17 Month 10: = ($14.40 x N) x 18 Month 11: = ($14.40 x N) x 19Month 12: = ($14.40 x N) x 20Total (N=2) = ($14.40 x N) x 174 = $5,011.20 Year 2 Net Income $5,011.20 - $362.90 = $4,468.30 Year 3 Net Income $9,158.40 - $362.90 = $8,795.50 Monthly Income at end of Year 3 = 32 x $14.40 x 2.0 = $921.60/month Total Income through Year 3: = $1036.80 + $5011.20 + $9158.40 = $15,206.40 Total Expenses through Year 3: = $626.90 + $362.90 + $362.90 = $1352.70 Return on Investment = 15206 / 1352 = 1024% Formulate a Business Plan

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