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Search Engine Optimization

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The What, why and how to s

The What, why and how to s

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  • Add stats on consumer and decision-maker usage of search engines to make buying decisions
  • Transcript

    • 1. SEO
      Search Engine Optimization
      The What, Why, and How
    • 2. Contents
      What is SEO?
      Why Search Matters
      How Search Engines Work
      SEO Process
      SEO Metrics
      Q&A
    • 3. What is SEO?
    • 4. What is SEO?
      Search Engine Optimization, or, SEO, is the active practice of optimizing a web site by improving technical, structural, on-page, and off-page elements to increase the traffic the site receives from search engines.
    • 5. What is SEO?
      Search Engine Optimization is the process of strategic placement of targeted keywords in an effort to maximize search engine ranking placement (SERP).
      The purpose of SEO is to ensure a Web site is properly indexed by the search engines.
      SEO is an evolutionary process of continual updates in an effort to achieve maximum result placement.
      Search Engines are the second most popular Internet activity, and quickly gaining ground on the number one activity, e-mail.
      Consumers trust Search Engines, seeing them as fair, unbiased providers of information beyond all other research tools.
    • 6. Why Does Search Matter?
    • 7. Why Does Search Matter?
      Traffic
      Visibility
      Trust
    • 8. Why Search Matters: Traffic
      Unless you have brand recognition or a large budget, search is the most cost effective medium to drive traffic to a website
      Some of our clients see between 60% and 70% of their total traffic come from search
      Others are much lower, with only 5%
    • 9. Why Search Matters: Visibility
      Top 3 listings on search engine results pgs account for approximately 63% of all clicks
      First place result gets 4 times the amount of traffic of the second
      Everybody wants to be #1
    • 10. Why Search Matters: Visibility
    • 11. Why Search Matters: Visibility
    • 12. Why Search Matters: Trust
      People trust search engines
      They believe search results show relevant, factual information
      80% use search engines to gather information on a product or service prior to purchasing online
      78% use search engines to compare prices online
      76% use search engines to gather information on a product or service prior to purchasing in-store
      Source: MediaPost, 2010
    • 13. How Search Engines Work
    • 14. How Search Engines Work
      Search engines use “spiders” (aka. Robots, Bots, Crawlers), which are basically automated Web surfers.
      Spiders systematically browse the Web, indexing the contents on each page they visit.
      Spiders follow hyperlinks in their pursuit of information.
    • 15. How Search Engines Work
      Content must create thematic relevancy, which not only relies on a comprehensive site architecture but also robust, well-written content.
      Spiders store a copy of everything they find in the Search Engine Index, or database of web content.
      Search Engines query the index and apply a unique, complex algorithm to deliver the most relevant results to each user query.
    • 16. How Search Engines Work
      Three Pillars of SEO
      Content – On-Page assets like copy, images & video
      Site Architecture – Domain, Hosting, URL, Navigation, Page Hierarchy, Design, Usability
      Links – Internal & External
    • 17. How Search Engines Work
      Three Pillars of SEO
    • 18. How Search Engines Work
      Three Pillars of SEO: Content
      Copy is relevant to searchers intent
      Accurate title tags, H1 tags, and META descriptions
      Images are search-friendly, following proper naming conventions and utilizing ALT attributes
      Flash and other non-readable media formats like audio and video are transcribed
    • 19. How Search Engines Work
      H1 Tags
      H1 tag
    • 20. How Search Engines Work
      Title Tag
      Title tag
    • 21. How Search Engines Work
      Three Pillars of SEO: Site Architecture
      Navigation is properly labeled and easy to use
      Hierarchy is flat, meaning there aren’t 8 levels of directories present
      URLs are easy to understand, contain keywords when appropriate, and are consistent
    • 22. How Search Engines Work
      Three Pillars of SEO: Links
      Search engines view a link as a “vote of confidence”
      The higher quantity (and quality) number of links a page relevant to the query has, the more likely it will rank
      Industry sentiment puts the importance of links in relation to all SEO ranking elements at 60%
    • 23. Our SEO Process
    • 24. Fullhouse SEO Process
      SEO Audit & Recommendations
      Keyword Research
      Content Reorganization
      Keyword Mapping
      Implementation & Link Building
      Reporting & Analysis
    • 25. Fullhouse SEO Process
      Always starts with an audit
    • 26. Our SEO Process
      Starting with an audit allows us to know what we need to spend extra time on
      Keyword research is client & industry specific
      Reorganize content for maximum search visibility
      Map keywords to new and existing pages
      Implement recommendations & build links
      Report on metrics that matter
    • 27. Metrics That Matter
    • 28. Metrics That Matter
      Quantitative metrics like number of unique visitors, percentage of traffic coming from search, and % of return visitors are useless without a way to measure behavior
      Qualitative metrics like bounce rate, time on site, and average pageviews per visitor provide a better overall picture of web traffic performance
      We can easily dismiss a traffic source that only drives 10% of total visits, but if that same source also produces 70% of all conversions then we need to pay attention
    • 29. Metrics That Matter
      Visits by non-paid keywords, filtered for branded, trademarked, and copyrighted terms show us how visible a page is in search engines
      Visits, time spend on page, and bounce ratesegmented by entry pages gives us a better understanding of how qualified our search visitors are
      Number of conversions or goal completions give us a good look at how likely search traffic is willing to convert
    • 30. Metrics That Matter
      Boring…
    • 31. Metrics That Matter
      That’s what I’m talking about!
    • 32. Metrics That Matter
      Bottom Line
      Make sure your metrics have meaning!
    • 33. Questions?
    • 34. Thank You!