Search Engine Optimization 100
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Search Engine Optimization 100

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A basic SEO overview.

A basic SEO overview.

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Search Engine Optimization 100 Search Engine Optimization 100 Presentation Transcript

  • SEARCH ENGINE OPTIMIZATION 101
  • Who’s presenting today?  Writer, Editor, Search Engine Marketer  330,000 unique visitors  500,000 page views LEE WEBER 01
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  • How search engines work 1. Search engines crawl the web via links 2. Search engines decipher and store the code in massive hard drives (datacenters) 3. When we enter a search query, engines return results based on their unique sorting systems (algorithm) 03
  • Google’s Datacenters 04
  • Search query results are RELEVANT or useful to the searcher’s query RANKED in order of perceived usefulness, popularity, or importance 05
  • Search engine ranking position  SERP… affects  Traffic  Exposure  Sales 06
  • Eye tracking heat maps 07
  • Why ranking matters Higher rankings in the first few results are critical to visibility. A #1 position in Google's search results receives a majority of all click-through traffic. The #2 position receives 10-15% %, the third 5-10%, the fourth less than 5%, and all others are under 2%. Highly ranked sites build trust. Consumers view sites as worthy and relatively important. 08
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  • What is SEO Promoting a web site to increase the number of visitors the site receives from search engines. 1. ON SITE optimization (Relevant and useful) 2. OFF SITE optimization (Popularity) 10
  • ON SITE optimization 1. Structure websites for engines and readers 2. Create engaging, relevant content 3. Know your keywords 11
  • ON SITE optimization for engines Content = indexed  Ensure crawable link structure/site architecture  Submission required forms  JavaScript, Frames, -frames. or links in Flash, Java, or plugins  Blocked pages  Pages with 100’s of links  Write important content in HTML text format  Cross-link content with keyword variations Content = relevant  Use keywords prominently in titles, text, URL, and meta data  Use title tags that are an accurate, concise description of a page's content  Identify content using structured data (rich snippets) Content = unique  Avoid duplicate content (which version to show to users?) 12
  • ON SITE optimization for readers Content = positive experience  Provide direct, actionable information relevant to the query  Deliver high quality, legitimate, credible content  Use articles, images, and multi-media  User engagement metrics = Time on page, number of comments, number of shares, bounce rate, etc. Site = usable  Easy to use, navigate, and understand  Professionally designed and accessible to modern browsers 13
  • ON SITE optimization for keywords Keywords = direction  Keyword research should be your #1 priority  With keywords, you can produce the products, services, and content that web searchers are already actively seeking  Keyword research can predict shifts in demand so you can respond to changing market conditions  Keyword analysis requires testing 14
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  • My personal recommendations  Create 50 landing pages that are keyword optimized  Cross-link pages with varied text  Share across your social networks  Expand into video, graphics, and audio  My site has 1,200 landing pages that are keyword optimized  They are cross-linked with varied text  I share across my social network  I am expanding my content based 16
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  • OFF SITE optimization  The “marketing” part  Requires time, energy, and a budget  Quality inbound links  Trustworthy  Global popularity  Niche  Anchor text  Social sharing 19
  • OFF SITE optimization Link Building 101  Natural links  Are the result of quality content  Outreach links  Emails  Directory listings  Website award programs  Self created  Forum signatures  Blog comments  User profiles 20
  • Global Market Share  Google  Yahoo  Bing …but mostly Google 21
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  • Questions? 23