Transcript Search Engine Optimization – Building Customer Relationships Online

MRIA is presenting
the 3rd Free Webinar
in the 2009-10 series
January 20, 2010
Search Engine Optimization –
Building Customer
Relationships Online
January 20, 2010
By Inga Petri, CMRP
Principal, Strategic Moves
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Inga Petri, CMRP
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A marketing and marketing research perspective
– Canadian book publishing – sales and marketing (6 yrs)
– Advertising agency – account management (10 yrs)
– Independent strategy consultancy (3 yrs)
• Research-based strategy development and implementation
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Online since 1995
– Helps clients navigate the labyrinth of online channels and develop strategies
Wide range of clients and sectors including
– Iridium Satellite Communications, Nokia
– National Arts Centre, Canadian War Museum
– Canadian Geographic – Canadian Atlas Online
– Cdn Medical Assoc., Cdn Wireless Telecommunications Assoc.
– Federal government
– Locally-based: Alavida Lifestyles
Presents at conferences, professional meetings and in post-secondary institutions
MRIA Ottawa Chapter board of directors since 2004
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Disruption to ‘traditional’ media is irrevocable
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Into the future
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So, what is online marketing all about?
• Connecting with the
right people where
they are in ways that
are meaningful to
them.
Timeliness
&
Relevance
Dialogue
Authenticity
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Online Channel Ecosystem
Website
Email marketing
Advertising
•Web Analytics
•Web optimization
•Landing page
optimization
•User acceptance
testing
•Mobile web
•Integrate with all
other channels
•RSS
•Direct email
•Coupons
•List generation
•Mobile marketing
•Banners
•Text links
•PPC
•Lead generation –
white papers
•Content Integration
•Off-line advertising
•Mobile ads
Website
E-mail
Marketing
Advertising
Search Engine
Marketing
•SEO
•Linking
•PPC
•Google Maps
•Blogging (RSS)
Search
Engine
Marketing
Social Networks
•Participate with
content
•Advertising/PPC on
social networks
•Participate in other
blogs
•Create your own blog
•User-Generated
Content
•Customer-Generated
Marketing
•Twitter integrates
mobile TXT
•RSS feeds
Social
Networks
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The importance of getting found
• What I want, when I am ready, wherever I am, in just the
way I want it
• People don’t want to ‘search’, they want to ‘find’
– Keyword thinking
• Brand matters online
– Trust can be won and lost in an instant
– Search engine often first encounter  SEO is important
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From a recent SEO improvement experiment
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Why does the listing look like this?
Because the site tells it to.
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How is this code displayed on live site?
Created in Flash – cannot be seen by search engines!
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The fix: A small change to code
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... and homepage: useful for visitor and search engine
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Search result listing improved
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SEARCH ENGINE OPTIMIZATION GOES
BEYOND SEARCH ENGINES ...
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My new site: created for web users ...
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... constructed for search engines:
Using important meta tags – core value proposition
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SEO reaches beyond search engines –
“Description” tag is used by other sites, too.
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#1 in Canada and #4 in world within days of launch
... and alerting Google
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Know-how on Search Engine Optimization
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Write/Rewrite the site for people
– Start with your keyword list
– Use your keywords, rather than
‘creative’ variants
– Importance of titles, headings, body
text
– Be authentic and trustworthy
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Construct code for search engines
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Power of the url
Important Meta tags
Image tags
Every page can be optimized – put
effort where it matters
Linking Strategy – Hubs matter
– Reputable, authentic
– Use your url – minimize microsites that
use unrelated (campaign) urls
– Google Wonder Wheel
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Strategy is important
– What is the site’s purpose and how
does it deliver on that purpose
– Global or local markets
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Analytics
– Web Traffic Statistics
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Traffic and keyword analysis
– Text analysis
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Keyword extraction
Term targeting
Brand communications
– Crawl test (how a search engine sees
your site)
– Indexed pages
– Rank Tracker
– Back links
– W3C validation
– Track key competitors (they may be
different from bricks and mortar world)
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Some resources
• code.google.com
– SEO starter guide PDF
• www.digital-web.com
• www.seomoz.org
• www.google.com - Keyword tool (Adwords)
• www.wordtracker.com
• www.trellian.com
• www.alexa.com
• www.radian6.com
• www.dna13.com
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Computers count
People measure
Questions, Comments, Discussion
INGA PETRI, CMRP
OTTAWA, ONTARIO
613-558-8433
www.strategicmoves.ca
[email protected]
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