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marcuhlig

The document discusses search engine optimization (SEO) techniques. It covers factors that positively and negatively impact SEO, such as keywords, links, social media, landing pages, and analytics. The presentation emphasizes that SEO is about effective communication and usability, rather than tricks, and recommends a holistic approach.

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SEO is dead, long live SEO Marc Uhlig
Agenda Introduction Definitions What works in SEM Factors in SEO In detail: Code, keywords, link building Social Media Landing pages Analytics and metrics Branding Search engine users Suggested readings 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Definitions 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) 06/06/09 SEO is dead, long live SEO - Marc Uhlig
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 06/06/09 SEO is dead, long live SEO - Marc Uhlig
SEO is all about communication Usability is key, search engines are not Need for a more holistic approach 06/06/09 SEO is dead, long live SEO - Marc Uhlig
SEM opportunities 06/06/09 SEO is dead, long live SEO - Marc Uhlig
High importance factors in SEO 06/06/09 SEO is dead, long live SEO - Marc Uhlig
SEO: Positive keyword factors 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 06/06/09 SEO is dead, long live SEO - Marc Uhlig
SEO: Positive page/site attributes 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 06/06/09 SEO is dead, long live SEO - Marc Uhlig
SEO: Positive page/site attributes Amount of indexible content Spelling and grammar HTML validation Historical performance Relevancy to query Number of queries TLD extension Google PageRank of page 06/06/09 SEO is dead, long live SEO - Marc Uhlig
SEO: Positive inbound link attributes 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 06/06/09 SEO is dead, long live SEO - Marc Uhlig
SEO: Negative factors Server is down/very slow Duplicate content Low quality outbound links Duplicate Title/Meta tags Keyword stuffing Participation in link schemes 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Code example: Separate main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Code example: Separate main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Code example: Integrated main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Code example: Integrated main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Keyword research tactics 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Keyword research tools Google Wordtracker Trellian keyword discovery 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Greater specificity means more words 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Word count in search phrases 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Words per query on standard keypad vs. BlackBerry phones 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Keyword research: Clustering 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Example: Keyword cluster 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Keyword clusters Content Anchor text of site navigation URL architecture 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Basics of link building 06/06/09 SEO is dead, long live SEO - Marc Uhlig
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 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Link building using media outlets Discussion forums Identify top contributors and establish relationship Electronic newsletters Are usually archived 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Link building using press releases Paid Prnewswire.com Marketwire.com Richcontent.com 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Link building using press releases Free Prurgent.com Live-pr.com Pr-inside.com Pressbox.co.uk Clickpress.com Ukprwire.com Usprwire.com 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Link building: One last tip Find pages or sites which used to offer a service and no longer do 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Social media Link baiting: Cloaking? Digg.com Reddit.com Stumbleupon.com Communication Twitter.com Facebook.com 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Social media Invest in exceptional product Listen to the buzz Be transparent Be more accessible 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Impact of landing page elements 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Landing pages http://www.jupiter-labs.com/blog/wp-content/uploads/2008/07/landing_pages.ppt 06/06/09 SEO is dead, long live SEO - Marc Uhlig
What analytics programs get used most? 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Avinash Kaushik, Google Spend 10% of your budget on your tool implementation cost, 90% on analysis, interpretation and acting on the results 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Be careful: Dont over-analyze 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Search marketers rank most under-used metrics 06/06/09 SEO is dead, long live SEO - Marc Uhlig
SEM campaign tests ROI 06/06/09 SEO is dead, long live SEO - Marc Uhlig
ROI of SEM: 2007 vs. 2008 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Indexed ROI of big 3 search engines 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Clickthrough rates 2005-2008 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Clickthrough rates 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Natural search conversion rates vs. paid 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Conversion rates by conversion type 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Brand most important consideration among clickers 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Combined brand effect of search and display 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Searchers focus on page 1 of the SERP 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Clicks vs. page rank 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Business decision makers engine of choice 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Composition by age of top 5 search engines by searches 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Household income profile of top 5 search engines 06/06/09 SEO is dead, long live SEO - Marc Uhlig
European searches 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Search property comparison: Germany 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Search marketer salary boom slowing 06/06/09 SEO is dead, long live SEO - Marc Uhlig
MarketingSherpa's Search Marketing Benchmark Guide 06/06/09 SEO is dead, long live SEO - Marc Uhlig
MarketingSherpa's Landing Page Handbook 06/06/09 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 06/06/09 SEO is dead, long live SEO - Marc Uhlig
E-Commerce User Experience High-Level Strategy by NN/g 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Net Words: Creating High-Impact Online Copy by Nick Usborne 06/06/09 SEO is dead, long live SEO - Marc Uhlig
Thank you very much Marc Uhlig [email_address] Twitter.com/marcuhlig

More Related Content

Seo

  • 1. SEO is dead, long live SEO Marc Uhlig
  • 2. Agenda Introduction Definitions What works in SEM Factors in SEO In detail: Code, keywords, link building Social Media Landing pages Analytics and metrics Branding Search engine users Suggested readings 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 3. Definitions 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) 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 4. 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 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 5. SEO is all about communication Usability is key, search engines are not Need for a more holistic approach 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 6. SEM opportunities 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 7. High importance factors in SEO 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 8. SEO: Positive keyword factors 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 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 9. SEO: Positive page/site attributes 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 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 10. SEO: Positive page/site attributes Amount of indexible content Spelling and grammar HTML validation Historical performance Relevancy to query Number of queries TLD extension Google PageRank of page 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 11. SEO: Positive inbound link attributes 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 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 12. SEO: Negative factors Server is down/very slow Duplicate content Low quality outbound links Duplicate Title/Meta tags Keyword stuffing Participation in link schemes 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 13. Code example: Separate main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 14. Code example: Separate main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 15. Code example: Integrated main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 16. Code example: Integrated main/sub navigation 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 17. Keyword research tactics 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 18. Keyword research tools Google Wordtracker Trellian keyword discovery 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 19. Greater specificity means more words 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 20. Word count in search phrases 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 21. Words per query on standard keypad vs. BlackBerry phones 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 22. Keyword research: Clustering 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 23. Example: Keyword cluster 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 24. Keyword clusters Content Anchor text of site navigation URL architecture 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 25. Basics of link building 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 26. 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 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 27. Link building using media outlets Discussion forums Identify top contributors and establish relationship Electronic newsletters Are usually archived 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 28. Link building using press releases Paid Prnewswire.com Marketwire.com Richcontent.com 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 29. Link building using press releases Free Prurgent.com Live-pr.com Pr-inside.com Pressbox.co.uk Clickpress.com Ukprwire.com Usprwire.com 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 30. Link building: One last tip Find pages or sites which used to offer a service and no longer do 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 31. Social media Link baiting: Cloaking? Digg.com Reddit.com Stumbleupon.com Communication Twitter.com Facebook.com 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 32. Social media Invest in exceptional product Listen to the buzz Be transparent Be more accessible 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 33. Impact of landing page elements 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 35. What analytics programs get used most? 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 36. Avinash Kaushik, Google Spend 10% of your budget on your tool implementation cost, 90% on analysis, interpretation and acting on the results 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 37. Be careful: Dont over-analyze 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 38. Search marketers rank most under-used metrics 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 39. SEM campaign tests ROI 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 40. ROI of SEM: 2007 vs. 2008 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 41. Indexed ROI of big 3 search engines 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 42. Clickthrough rates 2005-2008 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 43. Clickthrough rates 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 44. Natural search conversion rates vs. paid 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 45. Conversion rates by conversion type 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 46. Brand most important consideration among clickers 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 47. Combined brand effect of search and display 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 48. Searchers focus on page 1 of the SERP 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 49. Clicks vs. page rank 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 50. Business decision makers engine of choice 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 51. Composition by age of top 5 search engines by searches 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 52. Household income profile of top 5 search engines 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 53. European searches 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 54. Search property comparison: Germany 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 55. Search marketer salary boom slowing 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 56. MarketingSherpa's Search Marketing Benchmark Guide 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 57. MarketingSherpa's Landing Page Handbook 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 58. Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 59. E-Commerce User Experience High-Level Strategy by NN/g 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 60. Net Words: Creating High-Impact Online Copy by Nick Usborne 06/06/09 SEO is dead, long live SEO - Marc Uhlig
  • 61. Thank you very much Marc Uhlig [email_address] Twitter.com/marcuhlig