SEO Tips for Beginners


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Bayshore Solutions’ eMarketer, Ashley Macaluso, shares some beginner search engine optimization (SEO) tips and how picking the right keywords can lead to a successful online marketing campaign.

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  • Definition: the process of improving the volume and quality of traffic to a web site from search engines via “natural” (”organic” or “algorithmic”) search results for targeted keywords What is SEO video: Approx. 3 min
  • 82.6% of internet users use search. That’s 191 million users.
  • Algorithms: Panda - The change aimed to lower the rank of "low-quality sites" or "thin sites", and return higher-quality sites near the top of the search results. Penguin - decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines [2] by using now declared black-hat SEO techniques, such as keyword stuffing,[3] cloaking,[4] participating in link schemes,[5] deliberate creation of duplicate content
  • How it’s done
  • Demo Tool with the term timeshares Group activity- Have class call out keywords they believe to be relevant and do some searches with the tool. Draw wheel on board to display content keyword themes on separate pages.
  • Demo Tool - discuss trends and the importance of following these and updating your site and optimization. Review annual trends… Demo terms: SEO and SEO Company
  • SEO Tips for Beginners

    1. 1. SEO Tips for Beginners
    2. 2. Organic SearchAshley MacalusoeMarketing Senior Account ManagerUniversity of South Florida Alumni Spring 2013
    3. 3. Search Engine OptimizationWhat is SEO? “…the practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines.” – SEOmoz Why it’s important?Using SEO makes your website easy for both users and searchengine robots to understand. This helps the engines figure outwhat each page is about, and how it may be useful for users.
    4. 4. Search Engine Optimization Paid Search Organic Search 4
    5. 5. Source: Search
    6. 6. Google Algorithms See more at:
    7. 7. On-Page Optimization
    8. 8. On-Page OptimizationKeywordChoosing the right keywords to optimize for is the first and most crucial step toa successful campaign. These are the terms that would bring the most qualitytraffic to your site.DescriptionThese short paragraphs are webmasters opportunity to advertise content tosearchers and let them know exactly what the given page has with regard towhat they’re looking for.Title Tagprovides summarized information about your website. The title is what usuallyappears on search engines result page (SERP).Headline (H1) TagA headline that contains important content and is given a slightly higher rankthan other content on the page
    9. 9. KeywordsTo gauge the value of a keyword, ask yourself... • Is the keyword relevant to your websites content? • Will searchers find what they are looking for on your site when they search using these keywords? • Will they be happy with what they find? • Will this traffic result in financial rewards or other organizational goals?
    10. 10. Finding the Right Keywords Google Keyword Tool -
    11. 11. Keyword TrendsGoogle Trends -
    12. 12. On-Page Optimization Long Tail keywords • Long tail keywords often convert better, because they catch people later in the buying/conversion cycle.Long Tail Keywords: Short Tail Keywords:Canon power shot digital camera 2MP Digital Camera17 inch LCD TV free shipping LCD TVApple iPod Touch 8 GB 4th Generation Mp3 player
    13. 13.