How to Evaluate Keywords? How many people are searching for a particular word/phrase? How competitive is the landscape for that word/phrase? How relevant is the keyword? Actionable keywords? “lowest price wii” –Measure the conversion! Non-bouncing keywords
How do people search? # of words –28.9% 2 word phrases –27.8% 3 word phrases –17.1% 4 word phrases –11.4% 1 word phrases 62% click on the first result 21% feel search engines don’t understand their query
Keyword Research – Have someone else do it http://www.seoresearchlabs.com/ :$99.95http://www.seoresearchlabs.com/
Count, relevance (entered by you) and # of targeted searches per day Estimated monthly clickthru for 1 st, 5 th, and 10 th position on each major engine. Competitiveness of each keyword
Can Search Engines Find Every Page/view on Your Site? Create a “sitemap” (HTML and/or XML) Be mindful of internal link text Remember that internal link popularity is important (more than 1 link is better than one link) –“Related content” buckets are valuable Most important for sites with lots of data hidden behind a search interface
Effective Presentation on SERPs Readable, compelling, objective title (65 characters) Readable, compelling, objective meta description (155 characters) Short URLs perform better Stuffed titles, descriptions, and URLs look spammy and don’t get clicks
Keyword Research: “Tech Startup Jobs”? Markup for SEO: Title tag, tag, referring anchor tag
If you were a search spider, what would you click on to find “seattle rails jobs”?
What about here? No spiderability! Site Structure for SEO: Keyword targeted pages linked to (flat site structure). Internal link popularity is important.
SERP Title: For the target phrase “rails jobs seattle”, the title should lead with “Rails Jobs in Seattle, WA” or somesuch. Description: meta description should be unique and compelling. URL: Short urls perform better
Value of Building Links People click on them! Branding And, of course, SEO
Anatomy of a Good Link Source Search for your top keywords/phrases – the top 100-150 or so are worth getting links from. Content rich page Links deep to the most relevant page Anchor text, title tag, h1 tag, etc all match to the keyword in question
Who to Ask for Links Any relevant site Good way to find sites to ask are to find sites that link to your competitions’ sites. –Linkdomain:mycompetition.com Linkdomain:mycompetition.com “my keywords”
How to Ask for Links First, see if there is a standard procedure for getting links Second, see if you (as a user) can post a link (comments, look for nofollow), forums, etc. (Be careful of abuse) If not, ask for it. If necessary (if you can), buy it.
Say Thanks for EVERY Link That You Can Set up a google alert for your business name Any time you get ANY mention, stop by and say THANKS Any time you get criticized, stop by and respectfully engage in the conversation (and keep it going!)
Social Media Marketing (Big linkbuilding Opportunities!)
Linkbait (It’s Easy!) Defined as something that people want to link to, blog about, talk about, digg, vote up, etc. The good news is, baiting web geeks words. Write something –Useful –Funny –Controversial Better yet, have your standard content pages be –Useful –Funny –Controversial To get a feel for linkbait, head over to popurls.com (list of top digg, reddit, del.icio.us links) Would you bookmark this? Would you email it to your friends?
Headlines/titles Win the Day “Who wants [blank]?” “The Secret of [blank]?” Little known ways to [blank]?” Lists – Top 5, Top 10, etc. (useful, funny, controversial)
Top Social Media Venues Digg, Del.icio.us, Reddit, StumbleUpon, etc. Blogs (all blogs matter, top blogs matter more) –(check source for nofollow tag / server redirects ) Forums –(check source for nofollow tag / server redirects ) Public Profiles (anywhere) Directories Design Portals
Go Viral Ideally, using your product is an inherently public act that elicits others to jump on board Viral is not a marketing strategy, it’s a product strategy –"Tell a friend" –Widget embeds –Addressbook importing (These don’t make your product viral, but they’ll help it if it is) First priority is creating something that is useful, funny, controversial enough that people want to share it Second priority is making it easy