Search Engine Optimization


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A presentation about using SEO to

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Search Engine Optimization

  1. 1. Search Engine Optimization Adil Alsalmi E-Business | 2010
  2. 2. The Rise of Search <ul><li>Search is the 2 nd most popular online activity, after email. </li></ul><ul><li>Percentage of net users who search on a typical day grew 70% from 2002 to 2009 </li></ul>
  3. 3. The Rise of Search
  4. 4. SEO = Search Engine Optimization <ul><li>Using targeted keywords and phrases so a </li></ul><ul><li>website’s pages will rank high on SERPs. </li></ul>SERP = S earch E ngine R esults P age Definition
  5. 5. SERPs - Organic Listings
  6. 6. Eye Tools Research Pay Per Click Organic = Free
  7. 7. Statistics 85% click on organic 72% click the first link of interest 25% read all listings first, then click
  8. 8. Web Search Market Share July 2010 Google 84.9% Yahoo 5.9% Bing 3.3% Baidu 3% Other 3% Google Yahoo Bing
  9. 9. PageRank <ul><li>One of the methods Google uses to determine a page’s relevance or importance. </li></ul><ul><li>Each web page - not site - has a PageRank score </li></ul>
  10. 10. Links - Best Practices <ul><li>Bad </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Good </li></ul><ul><li> </li></ul><ul><li>Use redirects and make all internal links point to your domain using the “” </li></ul>
  11. 11. Link Text SEO: Link nouns not verbs Avoid “ click here ” View the donation page View the donation page .
  12. 12. Off-The-Page SEO Link Building <ul><li>Reciprocal linking </li></ul><ul><li>RSS news feeds </li></ul><ul><li>Blogs </li></ul><ul><li>Digg, Delicious, YouTube, Facebook, Twitter </li></ul><ul><li>Forums </li></ul>
  13. 13. Factor 1: Page Title The #1 important on-the-page ranking factor! <ul><li>Length: 70 characters or less Google description uses 70 characters. </li></ul><ul><li>Use Keyphrases or Keywords Also use it in beginning of page text. </li></ul>The title is your search results link. It should be clear, sensible, and encourage a click.
  14. 14. Page Title Strategy <ul><li>Page titles are for more than just SEO </li></ul><ul><li>Bookmark text </li></ul><ul><li>Answers question “Where am I” </li></ul>
  15. 15. META Description <ul><li>70 words </li></ul><ul><li>Sometimes shows up in Google SERP </li></ul><ul><li>Page specific </li></ul><ul><li>Includes main page keyphrases </li></ul>Keyword Use in Meta Description Tag
  16. 16. Search Engine Ranking Factors Keywords Keyword Use in H2, H3 etc… Keyword Use in Page URL Keyword Use in ALT Tags Frequency of Page Updates Keyword Use in Meta Description Tag HTML Validation Keyword Use in Meta Keywords Tag
  17. 17. META Keywords <ul><li>Stuff you don’t want in page text </li></ul><ul><li>Misspellings </li></ul><ul><li>5 to 10 phrases </li></ul><ul><li>Do not repeat too much </li></ul>Keyword Use in Meta Keywords Tag Avoid ….
  18. 18. Keywords Keywords are the foundation of SEO Your non - profit website should determine critical keywords Research their potential value and effectiveness
  19. 19. Google AdWords Keyword Tool Best free keyphrase tool Helps with brainstorming Displays keyword/phrase effectiveness Finds opportunities
  20. 20. Avoid <ul><li>Image Text </li></ul><ul><li>Iframes for displaying content </li></ul><ul><li>Flash, Silverlight or video for content without text equivalents. </li></ul>
  21. 21. Optimizing Body Copy YUCK! Large blocks of text without headlines and subheadings Bad for SEO Bad for Visitors
  22. 22. Web Writing <ul><li>Use keywords – a few times per page </li></ul><ul><li>Write wisely - 250 words per paragraph </li></ul><ul><li>Use Heading: distinguish you paragraph </li></ul><ul><li>Add extra pages </li></ul><ul><li>Never sacrifice tone, feel or usability </li></ul>
  23. 23. Eye Tracking Studies Poynter Institute
  24. 24. Social Media Optimization Potential for organic traffic and quality backlinks
  25. 25. Final Words <ul><li>SEO is a best practice when used appropriately </li></ul><ul><li>Write good content </li></ul><ul><li>Get everyone involved </li></ul><ul><li>Learn SEO techniques </li></ul><ul><li>Try out keywords research tools </li></ul>
  26. 26. Thank you, Shokran 
  27. 27. <ul><li> Especially see SEOmoz Beginner’s Guide </li></ul><ul><li>Google Webmaster Tools </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
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