Guest+Speaker+Tips

Things to remember!: - How will SEO factor into business plan/presentation? - State statistics and hypothetical new visits - State how you will boost link popularity. This goes hand in hand with other web promotion - Evaluate the total search volume for your market - Identify and state the correct keywords - Pointing out how you can sustain your rankings will be awarded bonus points. *hint*: use the tips offered in this presentation. --

My notes from that gues speaker's lecture. ignore poor quality and potential swearing i may have accidentally used:

Dev Basu: Search Marketing 101. All media will become interactive marketing. e.g. nobody uses yellowpages anymore -> google nao web very pervasive in our lines. Web marketing/web presence optimization - Impress that this can be a very viable career path - Get A’s on final Ideas guy, marketer. Grad from utsc bba program. Employee->intrapraneur à entrepreneur President @ powered by search. Professional speaker, lives & breathes online marketing. PbS formed in 2009. - Has street credit. Prizes for google adwords, best in search top SEOs 2010, search engine strategies, etc. - Clients: ford, gm, Honda, Suzuki, Cadillac, re/max, delta hotels. Deloitte - How to web market: - Fastest growing marketing speicalization. Demand outweighs supply. SEO recession proof. - High demand for online marketers, very low supply of talent. Not taught in schools. - 2008/9 saw growth even when market was in teh shitter. Search landscape: - Global search volume growth à google, yahoo, baidu Microsoft, ebay, NHN corp. (n that order) - More than traditional serach engines these days. Flickr, facebook, YOUTUBE (more search queries per day than google) Universal search: - All kinds of results. Image/video/news/wiki/etc. - Typical search results: o Mobile app developer? “I’ve got a great idea for android/iphone app, but I have no resources. o Search “mobile application developers” o 1st you get sponsored search results (ya) o Rest are organic/natural search results o Ad in itself is salesy à nobody wants to see that shit o $2-4 per clck for the paid ads. o Sandbox = ppl used to click repeatedly on the same ad, known as “click fraud” o Integrated marketing – put a bunch of things together to make the marketing mix pop. o #1 position gets 42% of clicks. #2 gets 11.9%. that’s a 350% reduction in clicks. o Video search: Audio search: Image serach: People search: - FACEBOOK. Aka stalker search Scribe.com/docstoc = templates for business plans and professional documents. What exactly is SEO? Set of best practices/book/marketing/technical to improve organic search results etc. Etc. Pull marketing strategy is when your customers are looking for you. If 10ppl saw your offer and 5 bought, that’s 50% conversion rate. On-page SEO, off-page SEO, server side SEO. Keyword research provides the answer. Search terms – mobile apps/iphone apps/blackberry apps/mobile apps – which gets searched the most? Jan-08 to jan-2010 = mostly iphone. This is shown on the keyword research provided by google. e.g. SEO business is very competitive. “tell me the words you wanna rank high in, and I’ll get you to rank high in” “what already ranks high?”
 * 1) of ppl looking @ offer and # ppl that buy = conversion rate.

HIPPO – highest paid person’s opinion. You’ll have to hear this shit a lot. Data always wins – opinions can differ but info doesn’t lie. e.g. dateideas.ca 12,000 hits a month for “date ideas” 5400 ppl visiting per month. 10% dating offer conv. Payout $30/lead. – paid by utm to this guy for each person in the 10% conversion rate 540 leads x$30 = $16.2k “hotdateideas.com” steals 42% of this search. Have it in title tags/meta description etc. So – how do you dominate? How to do keyword research? Resources – googlek eyword tool Google insights Google trends Wordtracker, wordze, Keywordspy, adguroo Web analytics What keywords do you use when giving a sales pitch about your company? ON/OFF/Server Side SEO: - Spider/crawler talk. o Looks for stuff like keywords in title, along with all other information on your page o Stupid stuff like “welcome to my page” made searches harder. - A guy. Any old guy. Not popular. Wants to be popular with ladies. o Needs suit. Doesn’t know how to buy suit. § Gets conned by salesguy, suit doesn’t fit. § Goes to tailor. § Tailor says “suit doesn’t fit very well. We need to make x and y adjustments” o SEO is the “tailor of the web” and fixes your suit for you. o Women have no idea guy is a good guy, goes by # of references. § Build street cred. Press releases, blog, yellow pages, twitter, facebook, etc. § Signals that search engine looks for. o Google can’t understand flash. Need more content than code. It wants the “meat and potatoes” lol o USABILITY is big! Not only for SEO but for people as well. Nobody wants to use an annoying website. o SEO checklist. o use robots.txt file. Submit searchenginesitemap.xml to search engines. Off load functionality code (javascript, css, etc.) o use distinct SEO friendly page titles o use proper meta tags o do not use frames (or tables) o have website map page o have a 404 error handling page § “catchall” if someone types in something that doesn’t exist, redirect them to a pre-defined 404 page. “regular expression” § Set a wildcard redirect with regular expression for any page that does not actually exist. o Off-page factors § Global link popularity § Quality of links § Quantity of links § Authority of site § Age of links o “get that guy to become popular” (off-page factors cont’d) § Farmer joe has farm that sells organic blueberries. § Somebody @ loblaws says organic blueberries will be hot! We wanna rank high for that! · A. Have a website that mentions them a bunch of times. Pictures, images, videos named “organic blueberries” where relevant. · Organic blog. “fitness&nutrition blog” à find them, write an article for them about organic blueberries. o Sure, send me the article. o Once that article gets published, it creates a link from that blog to farmer joe’s site. o Google looks at this and says it’s a credible link. · “I know I need to be in the 411.a/yellowpages.ca directories” – this will create a link from them back to your site. · Global tv – i wanna do a piece with you explaining why organic blueberries are supar for you etc. § Combination of all these things tells google that this site is relevant for organic blueberries! § Farmer joe’s site starts ranking high ‘cause of popularity/quality/quantity/have authority/odler links (aged links have more authority. Ones that have been around a while) o How to get links to your site. Go to Wikipedia, search engines, bookmark things (“delicious”) bookmarks create links back to your site. § Business-to-business credibility through optimization of content · Global TV or farmer friend? – faster will be from friend farmer. · Vlogs/podcasts/pressrelease/industry domains/case studies/tutorials/whitepapers/blogs § B2C: · Blogs/videos/podcasts/FAQs,userreviews/articles/categorydomains/press releases o Differs if you’re trying to sell to businesses or consumers. Get more hits by linking to your clients! This way, they will link back to you and it’s win-win for both of you in the industry. (this is great for omega) - Word of mouth is HUGE. o When you start forging partnerships with other businesses, write it into your contract in the partnership to force mutual links between the two. Top 10 factors: - Title tags – not just ranking, but also helps you get found. - Anchor text of links – link can be a bunch of different things. [|www.witiger.com] ß can be anything. However, link that says “tim Richardson e-commerce professor” = anchor text. Much more useful etc. - Age of site - Global link popularity - Keywords in headers - Spiderable navigation - Internal linking structure – link between things on your site - Keywords in body content – repeat them as many times as necessary. Must sound natural. - Sitemap – like an index page - Hosting location and TLD (top level domain) – if you wanna sell to customers in Canada, you want a server located in Toronto, not Sydney. (ping issues) “SEOMOFO” – builds title tags and all that other junk for you, meta tags etc. SEO pyramid: for optimal results, start with a strong base, and build your way up. - Base(accessible, quality, content) o Unique text content, bot accessibility, URL structure, internal link architecture, sitemaps, server response codes - Keyword research & targeting frame o Keyword brainstorming, term/phrase selection, on-page targeting –titles,metas,urls,h1s,text,internal anchor text - Link building o Manual requests & link creation, scalable, content-based link strategies - Social o On-site user engagement features, social media & viral marketing Must do 1st 2 correctly before you can do 3rd and 4th correctly! “site links” – particular pages that are shown to be important within the site on a google search. - More of an advanced strategy – internal linking. If you can get every page on your website to link to every other page on your website, etc. Make sure whatever content you produce is easy to share. Don’t snub things like youtube for exclusivity, it’s a great way to get new customers. You wanna find people who don’t know who you are, but know what you do. (as a start). SEO cycle: KW RESEARCH-OPIMIZATION-LINKBUILDING-WEBANALYTICS-COMPETITIVEANALYSIS-KW RESEARCH Web analytics: the way you measure how traffic behaves on your site. Most difficult thing about SEO is that competitive landscape is always changing. You could rank #4 1 day, if you don’t keep your efforts up, you’ll be pushed down to #8. - SEO is not the one with moneh that wins, it favours the smartest. Things to remember!: - How will SEO factor into business plan/presentation? - State statistics and hypothetical new visits - State how you will boost link popularity. This goes hand in hand with other web promotion - Evaluate the total search volume for your market - Identify and state the correct keywords - Pointing out how you can sustain your rankings will be awarded bonus points. *hint*: use the tips offered in this presentation. SEO is a process – not a project. It does not stop, and if you do stop, you lose your rank. - SEO has lowest cost per lead. - Highest volume other than social media - Demands technical nimbleness - Big companies don’t get it dev@poweredbysearch.com @devbasu and @poweredbysearch Facebook.com/torontoseo Reputation management Itbusiness.ca/it/client/en/home/news.asp?id=61475&Pagemem=2 “e-commerce players flocking to semantic web systems” Organizations are being discovered in the internet and not just through their google rankings but also bcause of the facebook pages, tweets, youtube videos and other social media content,” said Richardson Currently, Richardson said... SEO is demand harvesting medium. Not demand generation medium. How we talk about product (For assignment) is up to us. Don’t have to talk about it as a potential investory. Describe it as a marketing plan and Richardson is the prof reading it. Be narrative. A lot of the time that richardson’ won’t know how we came up wit hit. Did we come up wit hit? Does it come from another website? Etc. Traditional things need to be there – table of contents, numbered pages, etc. Exam is not cumulative. Mostly based on last half. Good mark = good report. Expected length = ..high... more than 10. Around 25 =\
 * 1) 3 Tools and research – #1 customer input – #2 business exec input – cycle