GE Capital Global Holdings LLC NT
GE Capital Global Holdings LLC NT — General Electric Capital — Seek and You Shall Be Found: Search Engine Optimization webinar (April 2013)
33 slides from GE Capital Global Holdings LLC NT's conference presentation, Apr 16, 2013
Slide 1: Seek and You Shall Be Found: Search Engine Optimization
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
Slide 2: Disclaimer
Disclaimer This webcast is for information purposes only and is not intended as an offer, solicitation, or recommendation for the purchase or sale of a financial instrument or to effect a transaction. The information contained within this webcast has been obtained from and is based upon sources beli
Slide 3: Today's Presenters
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,
Slide 4: SEO Syllabus
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 •
Slide 5: SEO 101
SEO 101
Slide 6: Search Engine Optimization
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
Slide 7: Value of natural search
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
Slide 8: SEO 201
SEO 201
Slide 9: Search Engine Results Page (SERPs)
Search Engine Results Page (SERPs) Natural Search 2x as likely to interact 60-70% Attention .8 seconds Paid Search Natural Search 1.3 seconds 60-70% Attention .2 30-40% seconds 9
Slide 10: How search engines work
How search engines work @ imagination at work cos Starcom
Slide 11: White Hat vs. Black Hat
SEO strategy vs. White Hat Black Hat 11
Slide 12: SEO 301
SEO 301
Slide 13: SEO tactical approach on the 3 key principals
SEO tactical approach on the 3 key principals Accessibility: Technical Efficacy • Flash/Code • 404 Errors • Single URL Address • Redirects • Canonicalization • Sitemaps Relevancy: Meaningful Content • Keyword Strategy • Internal Linking • Meta Data • Image Optimization • URL Structure • Video Optimi
Slide 14: SEO touchpoints
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
Slide 15: SEO 401
SEO 401
Slide 16: 4 steps to SEO optimizations
4 steps to SEO optimizations • Audience Selection & Goal Setting • Strategy Cultivation • Tactical Approach • Evolve
Slide 17: How do we navigate? B2B B2C
How do we navigate? B2B B2C = Starcom
Slide 18: Audience selection & goal setting
Audience selection & goal setting Keyphrase Strategy = Marketing Strategy 18
Slide 19: Keyword selection
Keyword selection Short-Tail vs. Long-Tail • Short-Tail – Higher Volume Short-Tail • Long-Tail – Lower Volume – Educated search, potentially high ROI/conversions Long-Tail - Global – Estimated Global Google Search 19 - Local – Estimated US Google Search Only
Slide 20: Strategy cultivation
Strategy cultivation B2B B2C • Goals • Goals – Increased QUALIFIED traffic – Reach • Focus – Increased traffic – Greater focus on long-tail terms • Focus – Optimize all terms to rank on top 3 – High volume keywords pages – All head terms – Segmentation o Optimize for page 1 – Monitoring – Priority k
Slide 21: SEO integration & collaboration with agencies
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, a
Slide 22: SEO Tactical Approach
CD CO SEO Tactical Approach aT
Slide 23: Content control
Content control Why is the same page showing up differently? 23
Slide 24: Making difficult keyword choices
Making difficult keyword choices 24
Slide 25: URL structure
URL structure • Folder structure • Priority keywords 25
Slide 26: Meta data gives owner control
Meta data gives owner control 26
Slide 27: XML sitemap
XML sitemap • Indexing • Adaptability 27
Slide 28: Evolve
Evolve Starcom imagination at work 28
Slide 29: Accelerating rankings with linking
Accelerating rankings with linking Detailed link building research to isolate • Link building best link targets – Original, unique content for blogs and sites Monthly outreach (10/month) from GE email address using pre-approved scripting • Promote with outreach 29
Slide 30: SEO campaign lifecycle
SEO campaign lifecycle Discover Create Measure Optimize • Consumer • Content • Ranking and • Targeted research creation site analytics content • Keyphrase • Technical analysis modification strategy optimization or creation • Content • Quality • External link planning assurance building Link Building
Slide 31: Recommended tools
Recommended tools “s © SITE EXPLORER Webmaster Tools SEO MOZ Xenu's Link Sleuth m SINS Seo Li Webmaster Quake SEQBO OK imagination at work . 31 Starcom
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Slide 33: Questions?
Questions? Submit a question via phone or Q&A on your WebEx screen