SEO and PPC for translators: making yourself visible on the web with search engine marketing - First part (SEO)
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SEO and PPC for translators: making yourself visible on the web with search engine marketing - First part (SEO)

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A webinar on SEO techniques for translators that I gave for Proz.com on 20 October 2011

A webinar on SEO techniques for translators that I gave for Proz.com on 20 October 2011

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SEO and PPC for translators: making yourself visible on the web with search engine marketing - First part (SEO) SEO and PPC for translators: making yourself visible on the web with search engine marketing - First part (SEO) Presentation Transcript

  • SEO & PPC Making yourself visible on the web with SEM First part: SEO by Andrea Spila
  • Intro: Search Engine Marketing START Psychology of search Keyword Research SEO Improving your site visibility YOU Your sites Your questions FINISH A G E N D A
  • The importance of being here PPC SEO
  • SEO is
  • slow SEO is
  • slow cheap SEO is
  • slow cheap time-consuming SEO is
  • PPC is
  • PPC is fast
  • PPC is fast expensive
  • PPC is fast expensive immediate
  • Search Engines
  • Natural results (un-paid)
  • Pages are crawled on the web Crawled pages are indexed Indexed pages are ranked
  • Ranking A combination of Relevance and Popularity
  • Sponsored links (paid)
  • Ranking A combination of Relevance and Price
  • Psychology of Search
  • People use search engines to find an answer
  • Query (keywords) Results SERP
  • Search queries are mental processes
  • Types of query navigation information transaction
  • Buying funnel
  • What key words ?
  • SEO & PPC
  • Keyword Research SEO & PPC
  • Keywords are solid bases on which you can build your SEO and PPC campaigns
  •  
  • Strategies for KW Research
    • Brainstorming (with colleagues)
    • Synonyms (Thesauri)
    • Competitors
    • Your site
    • Non-translators
    • Search engines
  • Using search engines
  • Using search engines Also: inurl, intext, inanchor
  • Using search engines
  • Using search engines
  • Using search engines
  • Google Guide
  • Keyword Tool (Google)
  • Insights for Search (Google)
  • Google Analytics
  • Long Tail
  • SEO
  • On Page SEO
  • Off Page SEO
  • SEO On Page
  • SEO On Page 
  • SEO On Page  
  • SEO On Page   
  • SEO On Page    
  • SEO On Page     
  • SEO On Page      
  • SEO On Page 
  • Keywords: three principles
    • Prominence
    • Proximity
    • Density
  • Title
      • Highest weight among SEO elements
      • Also useful to users to decide if they want to click-through
      • Useful in browsers, social networks, RSS feeds, …
      • Where is it?
  • Where is the Title displayed?  
  • Where is the Title displayed? 
  • Metatag Description
      • In SERPs it is used, when relevant, in the snippet below the link (= TITLE)
      • Not important for ranking
      • But gives extra information on page
      • Where is it?
  • Where is the Description displayed?   
  • An optimized page       
  • BODY text
    • Optimal length of page: 450-600 words
    • Use of bold to highlight main keywords
    • Avoid underlined !
    • Subdivide the text into paragraphs with main keywords at the beginning
  • Heading (H)
    • The most important SEO element after the TITLE
    • <h1>Heading</h1>
    • <h2>Subheading</h2>
    • A couple of levels is fine
    • Max. 5-7 H tags per page
    • Also helps readers to scan the page
  • ALT attribute
      • Always insert ALT attributes in IMAGE tags (IMG)
      • This alternative text is mainly used for accessibility
      • But it is also a useful place for keywords
  • Other SEO elements
    • Domain name and URL
    • Breadcrumb
    • Hypertextual links (both internal and external) Internal links are useful if they contain keywords in the link description. Links to external sites are useful for SEO purposes if they lead to high-ranking sites on similar subject.
  • An optimized page      
  • SEO Off Page
  • Quality content (that helps link building)
    • Blog posts
    • Articles, essays, case studies
    • Link lists
    • Reviews
    • RSS feeds
    • UCG (User-Generated Content)
  • Link Juice
  • And now it’s your turn !
  • Q U E S T I O N S
  • Takeaways 2
  • Keywords are keys to success
  • Content is king!
  • Content is queen !
  • Credits
    • Cross Country Racing http://www.flickr.com/photos/66176388@N00/2355341780/
    • Jaguar Mark 2 http://www.flickr.com/photos/ejcallow/4952282402/
    • Lighthouse at Pigeon Point before the fog
    • http://www.flickr.com/photos/mustafeez27/4020930427
    • Telescope http://www.flickr.com/photos/ryanwick/3461850112/
    • Leaf with dew http://www.flickr.com/photos/himenohogosha/4291798759/
    • Seeing My World Through a Keyhole http://www.flickr.com/photos/katerha/4592429363/
    • Faro de Sardina
    • http://www.flickr.com/photos/jonay/2999395510
  • Credits
    • Veligandu Resort, Atollo di Ari, Maldive
    • http://www.flickr.com/photos/giuseppeportale_cartorange/5807360577/
    • Ponte do Bósforo
    • http://www.flickr.com/photos/leandrociuffo/2892331161
    • Crowned Princess http://www.flickr.com/photos/vincealongi/249920782
  • Thank you for your attention ! See you next time: Pay Per Click (27/10) andrea. spila @gmail.com http://www.delicious.com/andrea.spila/seo-proz-eng