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Nyxpo 2010

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Ruben Quinones
Ruben Quinones

This document discusses search engine optimization (SEO) and provides an overview of key SEO strategies and tactics. It defines SEO as improving organic search engine results by optimizing websites and webpages. Some important on-page optimization tactics mentioned include keyword research, optimizing page titles and meta descriptions, using heading tags properly, and creating SEO-friendly content. Off-page optimization discussed link building strategies like article marketing and press releases to build high-quality backlinks. The document also touches on social media, content creation, and outsourcing SEO services.

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Demystifying Search Engine Optimization Twitter: @rubenq
What is SEO? . SEO is the process of is the process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to other forms of search engine marketing (SEM) which may deal with paid inclusion. - Wikipedia Twitter: @rubenq
What is SEO? . Twitter: @rubenq
Why is it Important? . Traffic – Sales/leads Branding / Thought Leadership Reputation Management Twitter: @rubenq
Sponsored Results Organic / Natural / Non- Paid Results Twitter: @rubenq
Black Hat Vs. White Hat . Black Hat - SEO techniques that use strategies that Search Engines frown upon. Short term results but not a strong long term strategy. White Hat - Using accepted SEO strategies. Better for a long term strategy. Twitter: @rubenq
Some Black Hat tactics Techniques to avoid: . • Keyword stuffing • Hidden or invisible unrelated text • Meta tag stuffing • "Gateway" or doorway pages • Scraper sites • Article spinning Twitter: @rubenq
Site Review • Is the development/structure of the site . going to present any challenges? • Is there enough quality content to optimize? • Is the site “conversion friendly”? Twitter: @rubenq
Site Performance • What metrics were used? • What were the top landing pages? • What were the top keyword drivers? Twitter: @rubenq
On Page Tactics Web Page being optimized • Longtail • Titles • Headers Keyword • Analyzing Meta • Descriptions Page • Keyword Research Intent Data • Meta tags Content Density • Image tags Proximity Twitter: @rubenq
Keyword Research Twitter: @rubenq
Head Vs. Long The Long Tail – Chris Anderson Twitter: @rubenq
Head Vs Long Twitter: @rubenq
Analyzing Keyword Intent Transactional terms High Valued terms - Most likely to lead to conversions Informational terms Average Valued terms - Lower probability than transactional, but may still lead to conversions. Also may possess brand value Navigational terms Lower Valued terms -Are typically are searches for brand name. Twitter: @rubenq
Which One Are These? Twitter: @rubenq
Keyword Research Tools Trellian: www.keyworddiscovery.com Wordtracker: www.wordtracker.com Google Keyword Tool: https://adwords.google.com/select/KeywordToolExternal Google Insights: http://www.google.com/insights/search Twitter: @rubenq
Meta Data Meta Meta Title & Description, Description Title, Tags show up on Search Results Twitter: @rubenq
Page Titles – show up on search results URL Name should have targeted key phrase Provide a Headline Call to (H1 Tag) Action Sub Headline (H2 Tag) Include any link backs to any Images can relevant pages on be optimized your site with an alt tag Twitter: @rubenq
Creating SEO Friendly Content •Use your target keywords as. first words of the title tag •Use your primary and supporting keywords in the meta description and keywords tags •Employ the H1 tag for page headlines •Use H2s and H3s for sub headlines •Apply relevant alt tags to images Twitter: @rubenq
Creating SEO Friendly Content Tips •Cross link to other pages of your site that are in the same . category/same topic. Do not link to areas of your site that are not directly relevant to the page. •Name images, videos, podcasts, etc. with keywords; separate words with dashes (e.g. florida-gulf-coast-beach.jpg) •Use descriptive alt text for all images; include your keywords •Publish continually; don’t publish 5 articles at once and then nothing for a month but rather spread it out and publish 1-2 articles a week •Try to have at least 300 words on a page; 400+ preferred; in general more is better Twitter: @rubenq
Off Page Tactics Linking Social Strategy Media Content Creation Your Website Twitter: @rubenq
Types of Linkbacks Authoritative Formational - Natural Paid Social Twitter: @rubenq
Types of Linkbacks Follow Links allow Search Engines to index the page, attributes included in that link. No Follow Links, are links that are coded as No follow, as the referrer does not want to fully attribute value to that link. Graph from Search Engine Journal Twitter: @rubenq
Article Marketing Great for One Way Links Quality vs. Quantity Ezines - Blogger relationships Twitter: @rubenq
Press Releases When appropriate, this off page strategy can be valuable Utilize for events, company news, announcements etc. Twitter: @rubenq
Press Releases Twitter: @rubenq
Free Press Releases Sites • Free-Press-Release.com • PRLog.org • PR.com • OpenPR.com • 1888PressRelease.com • NewswireToday.com • PR-Inside.com • 24-7PressRelease.com • EcommWire.com • TheOpenPress.com • PressMethod.com • Free-Press-Release-Center.info • I-Newswire.com Twitter: @rubenq
Content Production Ideas New Landing Pages Articles/Resources Section Blog Twitter: @rubenq
Social Media for SEO Blogs Social Bookmarking Sites Social Sharing Sites Socialize your content Podcasts Video Twitter: @rubenq
Outsource? Why Path? •Turnkey Fulfillment solutions •Experience – Years of experience Launching successful campaigns across multiple online marketing platforms •SEO, Paid Search, Social Media Services & Training Twitter: @rubenq
Let’s Connect! facebook.com/pathinteractive @rubenq http://www.linkedin.com/in/rubenquinones Twitter: @rubenq

More Related Content

Nyxpo 2010

  • 1. Demystifying Search Engine Optimization Twitter: @rubenq
  • 2. What is SEO? . SEO is the process of is the process of improving the volume or quality of traffic to a web site or a web page (such as a blog) from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to other forms of search engine marketing (SEM) which may deal with paid inclusion. - Wikipedia Twitter: @rubenq
  • 3. What is SEO? . Twitter: @rubenq
  • 4. Why is it Important? . Traffic – Sales/leads Branding / Thought Leadership Reputation Management Twitter: @rubenq
  • 5. Sponsored Results Organic / Natural / Non- Paid Results Twitter: @rubenq
  • 6. Black Hat Vs. White Hat . Black Hat - SEO techniques that use strategies that Search Engines frown upon. Short term results but not a strong long term strategy. White Hat - Using accepted SEO strategies. Better for a long term strategy. Twitter: @rubenq
  • 7. Some Black Hat tactics Techniques to avoid: . • Keyword stuffing • Hidden or invisible unrelated text • Meta tag stuffing • "Gateway" or doorway pages • Scraper sites • Article spinning Twitter: @rubenq
  • 8. Site Review • Is the development/structure of the site . going to present any challenges? • Is there enough quality content to optimize? • Is the site “conversion friendly”? Twitter: @rubenq
  • 9. Site Performance • What metrics were used? • What were the top landing pages? • What were the top keyword drivers? Twitter: @rubenq
  • 10. On Page Tactics Web Page being optimized • Longtail • Titles • Headers Keyword • Analyzing Meta • Descriptions Page • Keyword Research Intent Data • Meta tags Content Density • Image tags Proximity Twitter: @rubenq
  • 11. Keyword Research Twitter: @rubenq
  • 12. Head Vs. Long The Long Tail – Chris Anderson Twitter: @rubenq
  • 13. Head Vs Long Twitter: @rubenq
  • 14. Analyzing Keyword Intent Transactional terms High Valued terms - Most likely to lead to conversions Informational terms Average Valued terms - Lower probability than transactional, but may still lead to conversions. Also may possess brand value Navigational terms Lower Valued terms -Are typically are searches for brand name. Twitter: @rubenq
  • 15. Which One Are These? Twitter: @rubenq
  • 16. Keyword Research Tools Trellian: www.keyworddiscovery.com Wordtracker: www.wordtracker.com Google Keyword Tool: https://adwords.google.com/select/KeywordToolExternal Google Insights: http://www.google.com/insights/search Twitter: @rubenq
  • 17. Meta Data Meta Meta Title & Description, Description Title, Tags show up on Search Results Twitter: @rubenq
  • 18. Page Titles – show up on search results URL Name should have targeted key phrase Provide a Headline Call to (H1 Tag) Action Sub Headline (H2 Tag) Include any link backs to any Images can relevant pages on be optimized your site with an alt tag Twitter: @rubenq
  • 19. Creating SEO Friendly Content •Use your target keywords as. first words of the title tag •Use your primary and supporting keywords in the meta description and keywords tags •Employ the H1 tag for page headlines •Use H2s and H3s for sub headlines •Apply relevant alt tags to images Twitter: @rubenq
  • 20. Creating SEO Friendly Content Tips •Cross link to other pages of your site that are in the same . category/same topic. Do not link to areas of your site that are not directly relevant to the page. •Name images, videos, podcasts, etc. with keywords; separate words with dashes (e.g. florida-gulf-coast-beach.jpg) •Use descriptive alt text for all images; include your keywords •Publish continually; don’t publish 5 articles at once and then nothing for a month but rather spread it out and publish 1-2 articles a week •Try to have at least 300 words on a page; 400+ preferred; in general more is better Twitter: @rubenq
  • 21. Off Page Tactics Linking Social Strategy Media Content Creation Your Website Twitter: @rubenq
  • 22. Types of Linkbacks Authoritative Formational - Natural Paid Social Twitter: @rubenq
  • 23. Types of Linkbacks Follow Links allow Search Engines to index the page, attributes included in that link. No Follow Links, are links that are coded as No follow, as the referrer does not want to fully attribute value to that link. Graph from Search Engine Journal Twitter: @rubenq
  • 24. Article Marketing Great for One Way Links Quality vs. Quantity Ezines - Blogger relationships Twitter: @rubenq
  • 25. Press Releases When appropriate, this off page strategy can be valuable Utilize for events, company news, announcements etc. Twitter: @rubenq
  • 26. Press Releases Twitter: @rubenq
  • 27. Free Press Releases Sites • Free-Press-Release.com • PRLog.org • PR.com • OpenPR.com • 1888PressRelease.com • NewswireToday.com • PR-Inside.com • 24-7PressRelease.com • EcommWire.com • TheOpenPress.com • PressMethod.com • Free-Press-Release-Center.info • I-Newswire.com Twitter: @rubenq
  • 28. Content Production Ideas New Landing Pages Articles/Resources Section Blog Twitter: @rubenq
  • 29. Social Media for SEO Blogs Social Bookmarking Sites Social Sharing Sites Socialize your content Podcasts Video Twitter: @rubenq
  • 30. Outsource? Why Path? •Turnkey Fulfillment solutions •Experience – Years of experience Launching successful campaigns across multiple online marketing platforms •SEO, Paid Search, Social Media Services & Training Twitter: @rubenq
  • 31. Let’s Connect! facebook.com/pathinteractive @rubenq http://www.linkedin.com/in/rubenquinones Twitter: @rubenq