Seek and You Shall Be Found: Search Engine Optimization Tuesday, April 16th at 2PM ET Dial-in Info: 1-855-860-0365 Thanks for joining us! The webinar will begin shortly
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Today s Presenters Andy Markowitz Director, Global Digital Strategy, GE Andy leads a Global Digital Strategy Group across GE with a focus on driving stakeholder connection and commercial acceleration. The COE will drive first-class digital capabilities in areas including, strategy, lead generation, search, content, social media and customer engagement. Ben Spangler SEO Manager, Starcom Ben is an SEO manager at Starcom and consults with companies on leveraging organic search to drive qualified leads to their sites. For more than 2 years, Ben has been working exclusively with GE businesses including GE Aviation, GE Lighting, GE Healthcare and GE Corporate.
SEO Syllabus SEO 101 What is SEO Why SEO SEO Principals SEO 201 How Search Engines Work SEO Strategy/Approach/Blueprint SEO 301 SEO Principals Breakout SEO Touchpoints SEO 401 Starcom SEO Process Audience Selection & Goal Setting Strategy Cultivation Tactical Approach Evolve 4
SEO 101
Search Engine Optimization SEO is the process of enhancing your site to allow search engines the ability to crawl and index content efficiently. Using content and technical optimizations, the goal is to increase search engine rankings. 6
Value of natural search 75% of searchers never go past first page 90% of searchers view only the first or second page of results The average Google searcher views: Natural results for 14.7 seconds Sponsored results at the top of the page for only.9 seconds Sponsored results on the right side of the page for only.16 seconds 76% of C-Suite uses Google/Bing for business-related research 7 Sources: Marketshare.hitslink.com, 2010; Usercentric, 2011
SEO 201
Search Engine Results Page (SERPs) Natural Search 2x as likely to interact.8 seconds Paid Search 60-70% Attention Natural Search 1.3 seconds 60-70% Attention.2 seconds 30-40% 9
How search engines work 10
SEO strategy White Hat vs. Black Hat 11
SEO 301
SEO tactical approach on the 3 key principals Accessibility: Technical Efficacy Flash/Code Single URL Address Canonicalization 404 Errors Redirects Sitemaps Relevancy: Meaningful Content Keyword Strategy Meta Data URL Structure Page Copy Internal Linking Image Optimization Video Optimization Authority: Third Party Endorsement (Linkage) Linking Widgets 13
SEO touchpoints 1. Wireframes Identify space for content 2. Design/concepts Technology issues 3. Content Schedule Keyword strategy 4. Content review Keyword optimization Internal linking 5. Navigation Assure search engines ability to crawl Unique URLs and naming 6. HTML coding Ensure proper coding, no black hat tactics 14
SEO 401
4 steps to SEO optimizations Audience Selection & Goal Setting Strategy Cultivation Tactical Approach Evolve
How do we navigate? B2B B2C
Audience selection & goal setting Keyphrase Strategy = Marketing Strategy 18
Keyword selection Short-Tail vs. Long-Tail Short-Tail Higher Volume Long-Tail Lower Volume Educated search, potentially high ROI/conversions Short-Tail Long-Tail 19 - Global Estimated Global Google Search - Local Estimated US Google Search Only
Strategy cultivation B2B B2C Goals Increased QUALIFIED traffic Focus Greater focus on long-tail terms Optimize all terms to rank on top 3 pages All head terms o Optimize for page 1 Priority keywords o Optimize for top few positions Goals Reach Increased traffic Focus High volume keywords Segmentation Monitoring Adaptability 20
SEO integration & collaboration with agencies How SMG and Agencies collaborate on SEO: SMG defines strategic direction and identifies marketplace opportunities during the Kick-Off, Site Audit, and Keyphrase Strategy. SMG works closely with the agency content team to apply SEO best practices, as well as directly supply finished metadata and copyediting when requested. For new websites/redesigns/page creation, SMG collaborates on architecture, wireframes and code to optimize technical aspects of site. 21
SEO Tactical Approach
Content control Why is the same page showing up differently? 23
Making difficult keyword choices 24
URL structure Folder structure Priority keywords 25
Meta data gives owner control 26
XML sitemap Indexing Adaptability 27
Evolve 28
Accelerating rankings with linking Detailed link building research to isolate best link targets Monthly outreach (10/month) from GE email address using pre-approved scripting Link building Original, unique content for blogs and sites Promote with outreach 29
SEO campaign lifecycle Discover Create Measure Optimize Consumer research Keyphrase strategy Content planning Content creation Technical optimization Quality assurance Ranking and site analytics analysis Targeted content modification or creation External link building Link Building Outreach Link baiting Social optimization 30
Recommended tools 31
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