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DMA - SEO Basics

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This covers the basics of beginning a search engine optimization campaign for a website. Starting at keyword research to help find your market; architecture, content, and links are the essence of …

This covers the basics of beginning a search engine optimization campaign for a website. Starting at keyword research to help find your market; architecture, content, and links are the essence of building a search-friendly website.

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  • 1. Matt Bailey, President SiteLogic [email_address]
  • 2. Keyword Research
  • 3. Top Secret Ranking Algorithm
  • 4.
    • Make a site with a clear hierarchy and text links . Every page should be reachable from at least one static text link.
    • Offer a site map to your users with links that point to the important parts of your site.
    • Create a useful , information-rich site, and write pages that clearly and accurately describe your content .
    • Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.
    • Try to use text instead of images to display important names, content, or links.
    • Make sure that your title and alt tags are descriptive and accurate.
  • 5.
    • Provide a text equivalent for every non-text element.
    • Provide redundant text links for each active region of a server-side image map.
    • Clearly identify changes in the natural language of a document’s text and any text equivalents (e.g., captions).
    • Organize documents so they may be read without style sheets.
    • Use the clearest and simplest language .
    • Ensure that dynamic content is accessible.
    • Clearly identify the target of each link .
  • 6. Why Accessibility? Search Engine Search Engine
  • 7.  
  • 8.
    • - Jacob Neilson
  • 9.
    • Headlines
    • Meaningful sub-headings
    • Bulleted lists
    • Headers: one idea per paragraph
    • Content Arrangement : Inverted Pyramid
    • Half the word count – Double the retention
  • 10.  
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  • 16. HammerTime, inc.
  • 17. Multi-Layer Fibrous Impact Fastener
  • 18. Nail
  • 19. Rule #1
    • Call products what they are
    • Don’t define the market – listen to it!
  • 20.
    • “ We think that we need to rank #1 for the term “nail” and “nails,” as those have the most . . .”
    HammerTime, inc.
  • 21.  
  • 22. Courtesy: Joe Kraus, JotSpot, http://www.longtail.com
  • 23. Referrals per keyword Top 30 terms referred: 2,916 visitors Keyword Phrases Children’s music publisher Next 4,640 unique terms referred: 8,366 visitors
  • 24. Keyword Phrases Referrals per keyword Children’s music publisher Most sales generated from these key phrases . . .
  • 25. Rule #2
    • Don’t get confused by Big Numbers
  • 26.  
  • 27.  
  • 28. Digital camera Megapixels Fuji? Sony? Battery Life Price Size MP3 Player Ipod Flash Drive? Cost Gigs
  • 29. Rule #3
    • Your keyword strategy cannot focus on 1 or 2 words . . .
  • 30.
    • <title> nails, nail, hammertime nails, roofing nails, finish nails, nail guns, nail gun safety, interlayer forced friction fastener, buy nails, e-commerce nails, more nails,copper nails, aluminum nails </title>
    HammerTime, inc.
  • 31.  
  • 32. 60 Characters
  • 33.  
  • 34. Rubber Band Powered Hover Craft
  • 35. Rule #4
    • Focus on Your Marketing Message
  • 36. <a href=“ link.html ”>keyword anchor text</a> keyword anchor text
  • 37. Engagement for Content Based Site (conversions = subscriptions)
  • 38. Engagement for The Lactivist
  • 39.  
  • 40.
    • Geek Toys v Paramount Zone
  • 41.  
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  • 44.  
  • 45. ParamountZone.com
  • 46. Rule #6
    • Users Come First
  • 47. www.slideshare.net/sitelogic www.SiteLogicMarketing.com/blog Today’s Presentation:
  • 48. Matt Bailey, CEO SiteLogic [email_address]