Wondering about the world of search engine optimization? This presentation take you through how search engines work, a step-by-step of how to optimzie your site, and some of the recent changes in search engine demographics.
Google Got Binged! and other SEO stories… Harry Lynch Chelsea Whitaker Matt Ryan
On the Agenda• Introductions• What is SEO and why does it matter?• How does SEO work?• SEO in the News• SEO and Social• How Google and Yahoo/Bing differ• How you can get started with SEO
Who are we? Harry Lynch, President, SankyNet @HarryLynch Chelsea Whitaker, Strategist, SankyNet @chelawhita Matt Ryan, Technical Director, SankyNet @mrevd
Who is SankyNet?• Team of 18 web specialists• 14 years of online experience• Email marketing• Website design and development• Comprehensive analytics reporting• SEO Specialists, focusing on website visibility Fun fact: When SankyNet started, AskJeeves was a popular search engine! Times have changed!
Why SEO Matters• Connect the right people to your mission• Higher visibility• Find potential donors• Boost credibility and authority
What is SEO? Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via "natural" or unpaid search results. source: wikipedia.org
Search by Keyword Keyword: What the person searches for Paid ad targeted to keyword Unpaid results that match the keyword Google and Bing remember your previous searches! Each person and computer has slightly different results based on past search history.
What SEO Is• The Facts – Each day, millions of people search for information. If your site is not well optimized, people will not find you in search engine results listings.• “If you build it – they will come”
What SEO Really Is• The Facts – each day, millions of people search for information. If your site is not well optimized, people will not find you in search engine results listings.• “If you build it – they will come”SEO… – Makes sure your website gets found by people using search engines, by having it show up on the first page of Google, Bing or Yahoo for the right search terms.
What happens without SEO? Your site gets buried by more optimized content!
How Search Engines Work• The Internet is a network of websites, pages, documents and images• Search engines look at site periodically – Automatic crawling – Snapshot of current site is indexed
How Search Engines WorkEach search engine has a uniqueRanking Algorithm to determine placementIt takes into account: – URL of site and URL structure – How site is coded – How and when keywords appear on a site – How many quality links to and from a site
SEO Audit• Accessibility: Are pages accessible to both users and search engine crawlers?• Index-ability: How many pages are getting indexed by search engine crawlers?• On-site Ranking Factors: What techniques are you already using on your site?• Off-site Ranking Factors: How popular are you on the web?• Competitive Analysis: How do you stack up against the competition?
On-Site SEO• Develop descriptive metadata and body text with keywords.• Create and update content containing keywords• Improving architecture for site crawlability• Add alt-tags to your images• Have a modern CMS? Install modules to help!• Content formatting with tags• Create sitemap and footer with copyright and contact
Off-Site SEO• Building a network of quality links• Using social media for link-building• Share content with others and link back and forth• Submit your sitemap to search engines (Webmaster Tools)• Submit your site to directories and galleries
How Search Engines Look at Links• Each link is like a vote for the website.• When two sites link to each other, that is like two votes!• Both Google and Bing use links to and from websites to gauge the relevance of content, more so than keywords or coding.
Cross-Linking: A Symbiotic Relationship• Both pages are able to reach the audience that needs them• Both pages increase in Search Engine rank Like a bee and a flower… both get the benefits of the connection!
Link-Building with Directories• Directories exist to help build links!• NEVER pay for links• Use keywords in your submission• Tweet @SankyNet for a list of directories to get you started!
SEO and Social- Social creates relevant links- Social directories are constantly updated, and therefore more relevant- SEO and Social work together to drive traffic
SEO and SocialBing Integrates with Facebook and Twitter
SEO and SocialGoogle+• How the profile is crawled – Does query term appears in the Introduction, Employment, Education or Places you have lived? – Links you share – Names of Images• Results on Google go social
SEO and Social – Technical Elements• Technical, on-site social elements – Twitter feed for updating content – “Share This” buttons
Common SEO Mistakes• Whole site is made of images, no text to crawl• Image descriptions are blank• Long metadata with too many keywords• Forgetting that people SEE your page title• Using Flash and not properly coding it• Misuse of heading and title tags• No sitemap, no footer• Outdated and stale content
Search Engines aren’t all the same…Google vs Yahoo/Bing – Technical differences in how they look at sites Yahoo/Bing (owned by Microsoft) = meta-tags Google (and AOL) = quality links
Search Engine Market Share – June 2012• Google’s share of the U.S. search engine market stood at 68.7% as of June – topping its record 66.7% in May. Google commanded 65.5% of the U.S. search market a year ago.• Bing grew its search market share to 15.6%, up from 14.4% a year ago. While Yahoo fell to 13% in June from 15.9% last year, the combined Bing-powered search share is now 28.6%!• Ask is 3.0%, AOL is 1.5% - +0.1% month-to-month change
Search Engine Demographics2010 study by Cowan & Co• Yahoo appeals to 50+. As a home page, it is more “set-up” in advance for its users and doesn’t push or require customization. People over 50 who were “leading edge” Internet users 10-15 years ago set up a Yahoo email account when Yahoo was THE dominant search engine and they still have and use that account today.• Seventy-nine percent of 22- to 25-year-olds use Google as their primary search engine, compared to 63% of total respondents.• Google usage is skewed toward younger demographics, high-income households, users with college and graduate degrees, and mobile Internet users.• Bing’s highest penetration rate is in the 55-and-over demographic.
Marketing on Search EnginesSEM (paying for ads) on Google and Bing show some demographic differences…Bing –Cheaper keywords + higher dollar gifts = higher ROIGoogle –More clicks + keyword variety = higher overall income
Free Tools to Find Differences• Google Trends www.google.com/trends• Yahoo Buzz Log http://buzzlog.yahoo.com• Bing Keyword Research Tool (requires sign in) http://www.bing.com/toolbox/keywords• AOL Trends http://search.aol.com/aol/trends
SEO in the NewsGoogle Instant – Search getting political?
SEO in the News• New Bing design accused of copying Google
SEO in the News• Big brands, big investment... Big drama?Google lures Bing to show algorithm
SEO in the NewsTwitter fight between Microsoft’s Frank Shaw and Google’s Matt Cutts…
Microsoft wants Google Meta-data• Microsoft contends that Google will not make metadata connected to YouTube video’s available to its Bing search engine• Google has refused to allow Microsoft’s new Windows Phones to access this YouTube metadata in the same way that Android phones and iPhones do
How can a nonprofit get started in SEO?• Think about your keywords – Mission based – What a donor would search for – Or, to serve the constituents who need you – Keep it simple! 3 groupings of 1-2 words• Work Keywords into your site – Mission statement on homepage? – Tagline in footer? – Alt-tags on images?
How can a nonprofit get started in SEO?• Build obvious link partners – Partner organizations? Local chapters? Bloggers? – Send a nice email!• Update content often – News update – once a week? – Cross-post from partners• Content format – Header tags – Title tags
Next Steps for SEO• Get technical – Add in meta-data with short, keyword rich description – Submit a sitemap (it’s free!) – Submit site to Google and Bing Webmaster (its free!)• Think about site architecture – Do your URLs have keywords? – Are your menu items using keywords? – Is it time for an overhaul?
Staying Competitive in SEO• Ongoing (Never-ending) process – Keep adding content! – Must build links consistently – Don’t optimize and walk away• Keep in touch with Search Engine changes – Read Search Engine Watch blog
Looking to the Future of SEO• Google will stay dominant• HTML5 will change how new sites are coded• Mobile will grow