Search engine optimization or (SEO), is the process ofmaking your website more visible in search engines;more specifically, the major search engines such asGoogle, Yahoo, and Bing.
The Why and How:Why does SEO matter, and how can it help a business?
Online visibility - As users turn to search engines more and more to findbusinesses and their services, it is becoming increasingly important for abusiness to be found online. Not only from an online visibility andconversion standpoint, but for online reputation management purposes aswell.Online leads and sales - SEO can help increase online leads and conversionsby optimizing a website for targeted, conversion-oriented website trafficthat is most likely to buy from you.Making business decisions - Engaging in SEO can help you betterunderstand your customers shopping habits from data, and use that data tomake business decisions, both online and offline.
Search engines have four basic functions: Crawl websites - Like an explorer on a search Build an index – Similar to a library catalog Perform calculations – Like a mathematician Serve relevant results – Serve the best results
Think of a search engine as one BIG filing cabinet
Search engine spiders crawl the web, collectinginformation from each website, and stores thatinformation when it is requested by a search engineuser.Search engines serve results that it believes are themost relevant to a search query, and it serves thoseresults in a ranking order of perceived importance.
SEO continues to evolve as peoplechange their search and shopping habits
Some quick numbers on local business searches A report done by Nielsen in 2007, says that 74% of respondents use search engines to find a local business. 80% reported researching a product or service online before making a purchase, and then making their purchase offline from a local business. -Statistics from SeoMoz
A brief timeline of searchengine changes/updates
What are the main componentsof creating an SEO campaign?
Keyword research • Keyword research involves researching and identifying words that people would use to find your services or products.On-page optimization • On page optimization includes adjusting title tags, meta tags, URL’s, and navigation structure to reflect your target keywords and overall SEO strategy. Off-page optimization • Activities such as link building, directory submissions, social media optimization Analysis and Reporting • Analyze and interpret data to maximize results
The basics of search engine friendly design A well designed website with flat architecture and well designed navigation performs better in the search engines, and is better for the user.Your website visitor should Homepageonly have to go 3 clicksfrom the homepage to findwhat they’re looking for. 1 2 3
What did you say?Breaking down the SEO geek speak
Common SEO termsKeyword(s)RankingTitle Tags/Meta TagsLink BuildingDirectory SubmissionsConversionsBounce rate
Keyword Research Keyword research and its importance
Keywords research involves choosing the right keywords thatsomeone might use to find a business and are the foundation ofevery search marketing strategy.Since keywords are what the strategy is based on, it makes it one ofthe most important initial steps to creating a successful campaign.Keywords are usually categorized as “short-tail” or “long-tail.” Shorttails keywords tend to be broad and have a lot of search traffic,whereas long tail keywords are more phrase-like, resulting in lesssearches, but are more targeted and tend to be more profitable.
Title Tag / Meta Description Title Tag Meta Description
Search Engine Rankings How does a search engine rank a website?
Search engines rank websites based on relevancy, in order to create a better user experience Search engines determine relevancy based on several factors that help it to determine what to present to a searcher. Some things a search engine evaluates when deciding how to rank the results: How many links does this website have? How good is the website’s content? Are any of the keywords searched in the website pages? How slow/fast is the speed of this website?
According to search data leaked by AOL in 2007.. The first ranking position in the search results receives 42.25% of all click through traffic The second position receives 11.94%, the third 8.47%, the fourth 6.05%, and all others are under 5% The first ten results receive 89.71% of all click through traffic, and the second page drops to 4.37%, the third page – 2.42%, and the fifth – 1.07%. All other pages receive less than 1%. -Statistics from SeoMoz
Link Building 101What is link building and how do links work?
Your websiteLinks count as a “vote” to searchengines.The more links a website has, themore authority the website has inthe eyes of the search engine.Links have a significant influence ina website’s ability to rank high.The best links to have are industryrelated, and from high qualitywebsites relevant to your business.