www.highlyrelevant.

com

How to Connect Your Website

with the Greatest Possible Audience
& SEO for 2010
 Thanks for showing up!
Here’s what you get for doing so!

1) Free 30-min Consultation ($250 value)

2) 10% Discount on Future Services
3) PDF of this Presentation Sent via Email (Priceless)

*We will consider doing Pro Bono work for a non-profit of your choosing*
About Us

Rex and Alex are NOT ...

•Professional speakers
•Very gifted technically
•The best SEO’s for all fields

Rex and Alex are...

• Passionate about Search Marketing and Social Media and how it helps small
businesses
• Nice guys who don’t mind questions during the presentation

3
Why Should You Care About SEO?

New data now

shows 4,000
searches a
second!

4
SEO for 2010

Introduction and • Current Traffic Statistics and Our Experience

Statistics

• Search Engine Market Share

SEO Overview • Search Engine Results & User Search Behavior
• How a Webpage Ranks Well in Search Engines

• Search Engine Path of Discovery

Keyword Research • Google Keyword Research Tool
• Google Insights & Trends

• Headline and Title Tag Best Practices

Article Writing • Sub headlines and Slug Best Practices
• Content and Linking Practices

• Getting into Google Local Search Results

Local SEO
• Getting into Google Local Business Directory

5
What is SEO?

6
Example Ranking from Oscars 2009

Beat out big websites

such as Esquire and
Huffington Post

Post got 50,000 hits

Ranked number 1 for

several keywords

Step 1 – Use Google

Trends to research
most searched
phrases from previous
year 7
Twirlit Statistics - Oscars 2009

8
Why Should You Care About SEO?
• Online advertising drives $6 offline (in stores) for every
$1 spent online.
• Search marketing has a greater impact on in-store sales
lift than display advertising—three times greater, in fact.

• 74% of respondents used search engines to find local

business information versus 65% who turned to print
Yellow Pages, 50% who used Internet Yellow Pages, and
44% who used traditional newspapers.

• 86% surveyed said they have used the Internet to find a

local business, a rise from the 70% figure reported the year
before.

• 80% reported researching a product or service online,

then making that purchase offline from a local business.
9
Why the Obsession with Google

10
Human Goals of Searching
1. Experience the need for an answer,
solution, or piece of information. For
Searches by example, the user may be looking for a
query length website (navigational query) to buy
something (transactional query) or to
(comScore) learn something (informational query).

2. Formulate that need in a string of

words and phrases (query). Most
people formulate their queries in one
to three words. ComScore data from
March 2009 shows an average query
length of 2.9 words.

3. Execute the query, check the results,

see whether you got what you wanted,
and if not, try a refined query.

11
Human Goals of Searching

Data from Hitwise shows a similar distribution of

search query lengths

What
does this
mean for
2010?

12
Determining Searcher Intent

13
How People Search – ‘Breakdown’

14
How People Search

The user
performs five
searches over a
55+ minute period
before making a
final selection.

A 2007 study of e-commerce sites by ScanAlert showed that

30% of online transactions occurred more than 24 hours
after the initial search. 15
How Users Scan Results Pages

Paying for Sponsored Result #3 yields less exposure than

being number 7, 8 or 9 in organic results!
16
70% of Users Don’t Go Beyond the 1st Page of Search Engines!

17
Understanding the Layout of Search Results Pages SERP’s

18
‘Old’ Organic Search Results = SEO 1.0

As few as 3 years ago, Google

search results only displayed
10 web page results…

• Technical & artificial - no focus on

people or community.

19
 SEO 2.0 Overview

May 2008 – Google Image Results

introduces Universal
Results or Blended
Results.

This means that it’s NOT

just about optimizing your
website for search
Google
engines, it’s about creating News
new content on various Results
web 2.0 and additional
social networking
websites.

•Focus on people Blog Results

• Own more search

engine Video Results
real estate
SERP’s for Popular Keywords

For popular searches, the search engines include Vertical

Search Results in the form of Product Results. Google calls
these onebox results

21
SERP’s for Local Keywords

For local searches, the search engines now include Vertical

Search Results, such as Google Local Results.
22
Local SEO - Interlude

Always Manually Submit Site

–Google Local –Google Maps

• https://www.google.com/local/add

–Yahoo Local
• http://listings.local.yahoo.com

–MSN/Live Search Local –Changes Coming Soon

• https://ssl.search.live.com/listings/ListingCenter.aspx

23
Local SEO - Interlude

Keyword Optimize Content

–Business Title –Business + Keyword Phrase

• Bob’s Plumbing –Atlanta Plumbing Contractors

• Bob Jones Company –Atlanta Certified Public Accountants

• Roberts, Jones, Freeman –Atlanta Tax Attorney

• Billy Bob’s –Atlanta Sports Bar & Grill

• Bob’s Lawn Care –Atlanta Landscaper

24
Local SEO - Interlude

Synchronize Business Listing With Top Directory

Listings

–Kudzu.com
–CitySearch.com
–InsiderPages.com
–InfoUSA.com (All Major 411 Directories)
–Cmac.ws –(U.S. Business Directory)
–Best of the Web Local

25
Moving on: SEO for 2010

1. Social Media
Real Time Search
Effect on Back links

2. Engagement
Time Spent on Site
Sites Visited Before & After

3. Google Caffeine
Load Speed More Important
Change in Indexing Capabilities

26
How do Search Engines Rank Websites

27
SEO: Where do I start?

28
5 Steps to SEO 2.0 Success

Step 1: Build a Blog on Your Site

•Step 2: Perform Proper Keyword & Market

Research

• Step 3: Create a content strategy from your

research

• Step 4: Distribute Your Content – Commenting &

Syndication

•Step 5: Engage Your Audience

• The big difference from SEO 1.0 – in 2.0, others

build links to your site. 29
Step 1: Add a Wordpress Blog

Add Your Blog as a Subfolder for

natural growth
www.website.com/blog

1. Download Wordpress (its free) and

place it on your server
2. Add Plugins to Optimize It
-All in One SEO
-Google Sitemap Generator

30
Step 2: Just Because YOU Search that Way

http://www.google.com/trends
31
Step 2: Market and Keyword Research
Find the Biggest Influencers in Your Market

www.technorati.com

32
Step 2: Market and Keyword Research

https://adwords.google.com/select/KeywordToolExternal

33
Step 2: Google Sktool

http://www.google.com/sktool

34
Step 2 - Learn Google Insights

Google Insights www.google.com/search/insights

35
Step 2 - Find the Top Volume Search Terms by Category

36
Step 2 – Learn Delicious
What do they want & need? How can you position yourself as an authority
they want to engage with?
http://delicious.com/popular/furniture

37
Step 2 – Learn EzineArticles.com

http://ezinearticles.com/?type=txcat&cat=Home-Improvement:Furniture

38
Step 3 – Formulate a Content Strategy

1. Brainstorm 5 Topics That Include

Your Keywords

2. Post Once Per Week To Start So

You Can Promote It

3. Keep the Content Timely and

Based On Needs

Your targets will be excited to then share

your content with others & often times might
even contact you.
39
Blog Post Example

Entered debate on
ranking factors of
Google for website

Took on industry
leader Stompernet

Backed up my
findings

40
The Most Important HTML Elements

41
 Oscars 2009 – Keyword Usage Example

•2009 Oscar Academy Awards Best

SEO Titl and Worst Dressed
e
SEO  •Who Were the Best and Worst Dressed
Descriptio at this 81st Annual Academy Awards? Find
this years biggest winner’s and losers!
n
Headlin • 2009 Oscar Awards Best and Worst
Dressed
e
•Who Were the Best and Worst
Subheadli Dressed at this 81st Annual
ne Academy Awards?

• /2009-oscars-awards-best-worst-
URL/Slu dressed
g

42
Write ‘Boring’ Headlines

REQUIRED • Include targeted keyphrase

• Exact match keyphrase

RECOMMENDED• Place keyphrase in front
• Differentiate from SEO title
• Be succinct

• Use hyper‐local buzz or esoteric phrases

DO NOT… • Be too witty at cost of search relevance

43
Write ‘Somewhat Boring’ Subheads

•Include core targeted keyword

REQUIRED •Differentiate from headline and SEO title

• Include all words from keyphrase

• Use plural or singular version of keywords
RECOMMENDED
• Use different tense for some keywords
• Be more verbose to create ‘SEO noise’

• Use AP or other newswire headline

DO NOT… • Use of headlines from other SSLA pages
• Field usage for other purposes

44
If Your Slug Is Publicly Displayed . . .

• Use targeted keyphrase

REQUIRED • Separate words with hyphens

RECOMMENDED• Avoid usage such as ‘story’, ‘sl’, ‘front’

DO NOT… • Abbreviate or omit vowels, etc

45
Step 4. Syndicate Your Content

• Comment
on other
blogs in your
industry

• Link to other
blogs in your
community

46
5 Steps to SEO 2.0 Success

Link Ecosphere –
Link to relevant
blogs and get a
trackback….
47
Step 4. Syndicate Your Content

www.Twitter.com www.Facebook.com

Topics covered include EVERYTHING

48
Step 4. Syndicate Your Content

Buzz.yahoo.com

Topics covered include business, politics, entertainment,

lifestyle and sports.
49
Step 4. Syndicate Your Content

www.Mixx.com

Topics covered include business, entertainment, sports,

health and tech. Includes the ability to create groups to
share news with other users.

50
Step 4. Syndicate Your Content

www.Shoutwire.com

Topics covered include technology, politics, entertainment,

lifestyle and sports.

51
 Step 5. Engage the audience & build your fan club

Your content (solutions, advice,

entertainment, enlightenment &
education) motivates fans to
spread the word about you
without advertising.

Once they start

sharing, your SE
rankings increase
automatically,
because they naturally
link to you.

52
Twitter Response

Communicators

Business Development

Evangelist

53
1,523 visits / 120 days = Showing last 4 months
~12.69 visits /day (120 days) of traffic

Organic Google Search Traffic

Type-in Traffic

Social Media Participation

Blog Commenting

Article Marketing

Company Website

Satisfied Webmaster

Blog Commenting

Social Media Participation

54
Organic Yahoo Search Traffic
Contact Us
www.highlyrelevant.com

Rex Freiberger Alex Becker

Chief Executive Officer President
rex@highlyrelevant.com alex@highlyrelevant.com
323-330-9590 323-330-9590

Thanks for showing up!

Here’s what you get for doing so!

1) Free 30-min Consultation ($250 value)

2) 10% Discount on Future Services
3) PDF of this Presentation Sent via Email

*We will consider doing Pro Bono work for a non-profit of your choosing*

55