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SEO Presentation by Amish Gilani
 

SEO Presentation by Amish Gilani

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Presentation will answer you what, why and how about SEO process.

Presentation will answer you what, why and how about SEO process.

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SEO Presentation by Amish Gilani SEO Presentation by Amish Gilani Presentation Transcript

  • Search Engine Optimization by Amish Gilani
      • What is SEO?
      • The Search Engine Market
      • Why is SEO Important?
      • Search Engine Result Pages (SERPs )
      • SEO Expectations
      • The SEO Process
        • Keyword Research
        • On-page
        • Off-page
      • Common SEO Mistakes
      • Developing Successful SEO Strategy
    Search Engine Optimization
  • What is Search Engine Optimization? Search Engine Optimization (SEO) is the art and science of optimizing Web sites such that it can rank higher on search engines for selected keywords or phrases
  • The Search Engine Market Source: comScore, Jan 2007 Paid Search Others Search Spend (% of the $8 Billion Search Market) Source: eMarketer, 2007 $800 M SEO (10%) 54% 23% 9% 2% Key Search Players (% Share of Search Traffic – Jan 2007) 5%
  • Why Are Search Engines Important? Search is the highly engaging category Search Read News Play Games View Movie Listings Listen to Audio 86% 77% 65% 52% 39% Top 5 Online Activities (% of Online Users) Source: eMarketer, 2006 Search Engine Web Site Links Word of Mouth Typed the URL Print/TV Ad 80% 46% 41% 38% 29% How Consumers Find Web Sites (% of Online Users) Source: Forrester Research, 2006
  • Why Search Engine Ranking Matters? Source: AOL Optimization (optmization.aol.com) Golden Triangle 50% Drop off in CTR from position 1 to 2 20% Drop off in CTR from position 2 to 3 50% Search traffic don’t go beyond page 1 70% Traffic on Google, click on organic listings
  • Search Engine Results Pages (SERPs)… Keyword Organic Results (SEO) Paid Results (SEM) Search Engine Results Page Question Answers Answers Another Way to Think About It…
  • What is SEO All About? SEO is About Answering Questions
    • Users ask popular questions
    • Even more ask unpopular questions
      • This as we know is the “Long Tail”
    SUV used honda cr-v 2007 Song download dhoom 2 songs An Answer to Every Question
    • We need our answers (pages) to match what users are asking (keywords) for
    • We need to make our answers accessible to search engines
    • We need to expand our answers to cover unpopular questions
  • SEO Expectations Unrealistic
    • Immediate results in visibility
    • Visibility will not fluctuate
    • Every keyword will achieve visibility
    • Every keyword will achieve visibility in every search engine
    • Every keyword will rank in the “Top 10”
    • You will always be ahead of your competition on every keyword
    Realistic
    • An overall increase in visibility for the site
    • An increase in the quality of visibility
    • Visibility in every major search engine
    • Monthly ranking fluctuations (visibility) will occur
    • Greater audience reach
      • What is SEO?
      • The Search Engine Market
      • Why is SEO Important?
      • Search Engine Result Pages (SERPs)
      • SEO Expectations
      • The SEO Process
        • Keyword Research
        • On-page
        • Off-page
      • Common SEO Mistakes
      • Developing Successful SEO Strategy
    Search Engine Optimization
  • The SEO Process… 90% of SEO efforts focus on finding ways to achieve the above three goals… Three Easy Steps to Dominate Search Engines Collect the search words that customers will be using to find your site Build a site that's easy for search engines to find and process Get important web sites similar in topic to your own to link to you, so that search engines know your site is an important destination 1 2 3 Keywords Keyword Research Crawler Friendly Links Popularity Off-page Optimization On-page Optimization Category Technique
  • Keyword Research The art of selecting keywords and keyword phrases is the single most important step in the SEO process
    • Factors for Keyword Research
      • Relevancy
      • Two-to-three word phrases
      • Non-competitive
    • Tools for Keyword Research
      • WordTracker
      • Overture
      • Google AdWords
    Relevancy Popularity
    • The Goal is to find Keywords that are:
      • Highly relevant to the content on our pages
      • Popular enough to drive traffic
      • Not so competitive that we can’t rank on them
  • On-Page Optimization On page refers to all the things that could and should be done on the Web Page to get a good search engine ranking
    • Factors for On-page Optimization
      • Title tag
      • Meta Keywords
      • Meta Description
      • Header tags
      • Content
      • Keyword Density
      • Alt Text
      • Sitemap (for user & SE)
      • Robots.txt
      • URLs
    What an AOL user sees What a Search Engine Sees
    • The Goal is to:
      • Include relevant keywords on page
      • Make it easy for search engine to find & process
  • Off-Page Optimization Off page refers to all the things that could and should be done externally to gain link popularity and PageRank
    • Factors for Off-page Optimization
      • Relevance of a linking page to your page (site)
      • Anchor text
      • Weight of an incoming link (PageRank)
      • Link position on a linking page (in context or not)
      • Age of a linking page and site
      • Age of the link
    How to check backlinks? Example of a backlinks
    • The Goal is to:
      • Get important Web sites similar in topic to link you
      • Make search engines know your site is an important destination
  • Common Mistakes in SEO Using hidden text or hidden links Using cloaking or sneaky redirects Using hyper links in JavaScript Creating multiple pages / duplicating Using “Session ids” in URLs loading pages with irrelevant keywords “ doorway" pages created just for search engines
  • Developing a Good SEO Strategy
    • Choose keyword phrases wisely
    • Clean and optimize Web site’s HTML code
    • Content - Write at least 250 words based on chosen keywords
    • Create a killer Title tag
    • Make sure your site is “Link Worthy”
    • Create meaty Meta tags
    • Study competition
    • Be careful when submitting to directories (DMOZ, Gimpsy)
    • Don’t constantly tweak your site for better results
    • Be patient
  • THANK YOU