SEO: What and why?

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Presentation for OBSID business community about the Search Engines, importance of SEO and basic SEO practices.

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SEO: What and why?

  1. 1. Internet Marketing Workshop<br />OBSID<br />MichaWacquier, Co-founder, Biggestleaf<br />http://za.linkedin.com/in/michawacquier<br />13th August 2011<br />
  2. 2. Outline<br />How Search Engines operate<br />How people interact with Search Engines<br />Why SEO is necessary<br />How to determine demand<br />The perfect page<br />Promoting your site<br />Q&A<br />
  3. 3. How Search Engines operate<br />
  4. 4. How Google Works<br />
  5. 5. 4 Functions<br />Crawling<br />Indexing<br />Calculating relevancy<br />Show results<br />
  6. 6. Paid results<br />Organic search results<br />
  7. 7. Tips from Google <br />Make pages for users, not search engines<br />Make a site with clear navigation and links<br />Write pages with useful, informative and accurate content<br />
  8. 8. How people interact with Search Engines<br />
  9. 9. Some Stats<br />5 million South African internet users in 2010<br />76% use Search Engines to find info!<br />> 3.8 million South Africans<br />
  10. 10. Google is the King of Search<br />
  11. 11. Why SEO is necessary<br />
  12. 12. What is SEO?<br />Search Engine Optimization<br />Making a page easily consumable for humans and search engines<br />Goal: satisfy both <br />
  13. 13. Limitations of Search Technology<br />Crawling and indexing<br />Content to search matching<br />“If a tree falls in a forest” effect (no-gauge)<br />
  14. 14. This is why SEO is necessary<br />
  15. 15. How to determine demand<br />
  16. 16. Searches<br />Keywords<br />Search intents:<br />Navigational searches (Obz Cafe)<br />Informational searches (directions)<br />Commercial investigation (seo consultants)<br />Transactional searches (mexican restaurant cape town)<br />
  17. 17. How to determine keywords<br />
  18. 18.
  19. 19. Google Keyword Tool<br />https://adwords.google.com/select/KeywordToolExternal<br />1<br />2<br />6<br />3<br />4<br />5<br />
  20. 20. How to value keywords<br />
  21. 21. The Perfect Page<br />
  22. 22. Page URL<br />Content<br />Headings<br />Title<br />META description<br />Image<br />Layout<br />
  23. 23. Promoting your site<br />
  24. 24. Growing your popularity and links<br />Very important to Google<br />Local/Topic-Specific Popularity<br />3 types of links:<br />Editorial<br />Manual<br />Self-created<br />
  25. 25. Who to ask?<br />Friends/family<br />Business partners/customers<br />Neighbouring businesses<br />Non-competitors online<br />Associations<br />Bloggers<br />Etc. <br />
  26. 26. What to ask?<br />Link to a specific page<br />Link with descriptive terms<br />
  27. 27. Examples<br />Community <br />Directories<br />(Guest) blogging<br />Signature <br />Reviews! <br />Buying links?<br />
  28. 28. Q&A<br />Questions?<br />

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