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SEO Isn't Just for Web Geeks
 

SEO Isn't Just for Web Geeks

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When it comes to search results, marketing is literally a game of inches: click-through rates for the top positions on a search engine results page are several times higher than those for lower ...

When it comes to search results, marketing is literally a game of inches: click-through rates for the top positions on a search engine results page are several times higher than those for lower positions on the same page. That?s why companies are turning to Search Engine Optimization (SEO), primarily using outside consultants. However, much of the information that ends up on your website, whether it?s marketing collateral, product specifications, white papers or techdocs, originates outside of your web team. You can continue to let SEO consultants fix your content after the fact, or you can optimize for SEO during the content creation process and keep it optimized through revisions and updates. In this presentation, you?ll learn the factors that affect your search rankings, which factors are under your control, and how to create intelligent content that?s optimized for search. You can apply these factors to all content types: semantic XML markup, desktop publishing, word processing, and web-based authoring. By following a simple process and keeping search in mind, you can improve your content?s ranking in search engines, lower your SEO costs, increase your click-through rate, and have an impact on revenue.

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  • When it comes to search results, marketing is literally a game of inches: click-through rates for the top positions on a search engine results page are several times higher than those for lower positions on the same page. That’s why companies are turning to Search Engine Optimization (SEO), primarily using outside consultants. However, much of the information that ends up on your website, whether it’s marketing collateral, product specifications, white papers or techdocs, originates outside of your web team. You can continue to let SEO consultants fix your content after the fact, or you can optimize for SEO during the content creation process and keep it optimized through revisions and updates. In this presentation, you’ll learn the factors that affect your search rankings, which factors are under your control, and how to create intelligent content that’s optimized for search. You can apply these factors to all content types: semantic XML markup, desktop publishing, word processing, and web-based authoring. By following a simple process and keeping search in mind, you can improve your content’s ranking in search engines, lower your SEO costs, increase your click-through rate, and have an impact on revenue.
  • Will also present key terminology.
  • Why are companies spending heavily on SEO? To improve their search rankings so they are found when people need:InformationTo purchase – (but not ONLY when they’re buying)Help – (you don’t want someone else helping out your customer)
  • CTR = Click-Through Rate, i.e., the percentage of people who view the page and click on the link
  • From a study by Slingshot SEO: http://www.slingshotseo.com/wp-content/uploads/2011/07/Google-vs-Bing-CTR-Study-2012.pdf
  • A large software company optimized the keywords they used in their support articles. They saw hits more than double, and support calls related to the topics in the articles they optimized dropped by more than 30%.
  • “Rich snippet” improves the appearance of your listing on the SERP, which can raise your CTR even if your page rank remains the same. But results vary wildly, depending on your specific implementation of rich snippets (e.g., how good a job do you do?) and your competitors’ snippets.