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“ Search engine optimization ( SEO ) is the practice of creating a Web site in a manner that allows it to be properly read and indexed by search engines.
2 Types of SEO: On-Page and Off-Page
What are Search Engines?
Search Engines/Search Indexes : Huge databases containing information from multiple Web pages .
Search engines use spiders or robots (bots) or to scan and read Web pages .
Search engine results pages ( SERPs ) are the listings of web pages returned by a search engine in response to a keyword query.
Example: *Google, Yahoo
What are Search Directories :
A directory is a categorized collection of information about Web sites .
Submissions are manual and sent to an editor for review.
Example: www.dmoz.org or dir.yahoo.com .
*To check to see if Google has indexed your site, use: site:http://www.yourdomain.com.
What is On-Page SEO?
Making your site search engine friendly.
Designing site and navigation so it is easily spidered and indexed.
Content should be populated with keywords .
Web content writing is important to SEO.
See Handout 1.1
Optimizing Keywords & conducting keyword research are key to SEO.
See Handout 1.2
Usability and site architecture should be intuitive .
See handout 1.3 for Best practices
Types of On-Page SEO
What is On-Page SEO?
Domain Name – Uniform Resource Locator ( URL )
Meta Tags and meta keywords
They are information inserted into the "head" area of your web pages.
Title Tags (<title>your title goes here</title>): Title tags are the 4-8 word titles describing each page on your Web site. These tell the browser what text to display in the title bar, and they are very important to search engines.
*Description Tag (<META NAME=“description” CONTENT=“your description”>): search engines use this to index it and it often provides the description for the SERPs if Google can’t find the keywords on the page. *Don’t use more than 150 characters here.
IMG tag (<img src=“kaplan.gif" alt=“Kaplan Logo"/> ) embeds an image in an HTML page. Provides alternative text if the image is not available.
Headers and Body <H1 & H2>
On-page links (internal and external)
1024x768 pixels is a standard resolution.
Site’s architecture and navigation
What is Off-Page SEO?
All links from pages contained within the site and pages from other sites that point to your specific pages. Increasing link popularity and incoming links from other high ranking sites raises page rank .
Link building- backlinks are links that are directed towards your site, aka inbound links (IBLs)
Checking Backlinks: link:yourdomain.com
Example: Kaplanaec.com vs Kaplan.com
Types of Off-Page SEO
Social media optimization ( SMO ) i.e. facebook, linkedin, digg
Article marketing ( online article syndication)
Forum marketing (writing on forums )
Classifieds Advertisements: www.craigslist.com has a page rank of 7
RSS Feeds : XML data feeds are predominately designed for large web sites or e-commerce sites with hundreds of different products that are mostly database driven (dynamically generated). Through normal spidering these pages might never be found and indexed. That’s why XML data feeds were created – as a means of getting deep content found by the search engines.
Permission-Based Email Marketing
Permission-Based Email Marketing?
What is Permission-based email marketing?
This is an opt-in online marketing technique used to build value of a company’s brand, increase sales, and strengthen relationships with clients/subscribers.
Recipients opt-in to receive information/news
See Handout 1.4.
Single opt-in is when a visitor subscribes to a newsletter via a form on the web site. They have opted-in once .
Double opt-in is when a visitor subscribes to a newsletter via a web site and then is sent a confirmation email.
What is the CAN-Spam Act of 2003?
Legislation to protect unwanted spam emails from arriving in people’s personal email or work email inboxes.
See Handout 1.5.
Types of Permission-Based Email Marketing
Gathering contacts from tradeshows
Online newsletter sign-ups
Web promotional sign-ups
Point of Sale purchases
Credit card purchases
Introduction to SEM
What is Search Engine Marketing (SEM)?
The broader scope of marketing across various search engine content, including both the organic and paid results (often referred to as sponsored or featured listings) in their results displays.
Just think organic “ natural search results ” vs. “ bid for placement ” (or pay per click advertising (PPC)).
Types of SEM
Pay Per Click Programs (PPC), Pay Per Ranking, Pay Per Placement or Pay Per Position
Enables your site to list at top of search engine results pages by bidding for keywords .
Example: Google Adwords & Yahoo’s Search Marketing (formerly Overture).