search engine optimization - conversion pipeline
DESCRIPTION
SEO Presentation. For more information, please visit us online at http://www.conversionpipeline.com.TRANSCRIPT
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Beyond Search Engine Rankings:Generating Leads With SEO
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Why Google Does What it Does
• In the beginning, there was paper…• Page and Brin – What were they up to?• Rolling updates• The Google Slap(s)• Mixed Results• The Terrible Pandas
and Penguins
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The Keyword Buying Cycle
• How do you search?– Research: “shoes”– Shopping: “running
shoes”– Buying: “Asics Gel
Keyano 17”
• Who are your real competitors?– KEI and what it means– Keyword selection
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Which Search Engine Should You Focus On?
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The Simple Secret of SEO
A GREAT Search Term
An Optimized Page The RIGHT Backlinks
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Use Google Keyword Data
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Advanced Keyword Tools
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Spiders
•Links are gathered and put into queue – act of “crawling”
•Pass through spam scrubber
•Data added to database – page has been “indexed”
• Search Engine does a fetch on a specific URL
• Examines each key on-page elements: title, meta description, meta keyword, Header, body copy, ALT text
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What Do Spiders See?
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What Do People See?
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The On-Page Checklist
How Many Items On The List Are You Doing?
• Title• Description• Header• Body• ALT• All The Rest!
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The Link Footprint
RSS Feed
FacebookTwitterLinkedInFriendFeedTumblr
Syndicate Posting
BuzzFeed.comBlogengage.comGather.comTechnorati.combloggernews.netbusinessknowhow.com
Weebly.comWordpress.comWebs.com
Build Mini-Sites
PRWeb Major News AggregatorsAssociated Press Media Digests
100’s of News Sites
DiggStumbleUponDeliciousDiigoRedditPinterest
Social Bookmarks
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Press Releases for SEO
Press Releases are oneof the most important SEO tools there is.
• Links from a Press Release are important “votes” to build link popularity
• News aggregation sites use Press Releases for content
• Bloggers use Press Releases as primary sources
• Don’t underestimate the PR Value
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Measuring Your Results
•Analytics will tell you everything
•Article and Press Release services will provide data
•Decide on your Key Performance Indicators (KPI's)
•Trend, Trend and Trend
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Your Conversions
• Track your calls
• Track your web leads
• Track your keywords
• Make decisions
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Conversion Tracking
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Key Take-Aways
• Understand and identify profitable keywords
• Know how to optimize a web page for search engines
• Understand how backlinks aid in search engine rankings
• Format and structure the perfect press release for distribution
• Understand Customer Value, ROI and Conversion Rate
• Track and measure results
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Questions?