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 sit...
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 <ul><li>Brainstorming (with colleagues) </li></ul><ul><li>Synonyms (Thesauri) </li></ul><ul><li...
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 <ul><li>Prominence </li></ul><ul><li>Proximity </li></ul><ul><li>Density </li></ul>
Title <ul><ul><li>Highest weight among SEO elements </li></ul></ul><ul><ul><li>Also useful to users to decide if they want...
Where is the Title displayed?  
Where is the Title displayed? 
Metatag Description <ul><ul><li>In SERPs it is used, when relevant, in the  snippet  below the link (= TITLE) </li></ul></...
Where is the Description displayed?   
An optimized page       
BODY text <ul><li>Optimal length of page: 450-600 words </li></ul><ul><li>Use of  bold  to highlight main keywords </li></...
Heading (H) <ul><li>The most important SEO element after the TITLE </li></ul><ul><li><h1>Heading</h1> </li></ul><ul><li><h...
ALT attribute <ul><ul><li>Always insert ALT attributes in IMAGE tags (IMG) </li></ul></ul><ul><ul><li>This alternative tex...
Other SEO elements <ul><li>Domain name and URL </li></ul><ul><li>Breadcrumb   </li></ul><ul><li>Hypertextual links (both i...
An optimized page      
SEO Off Page
Quality content (that helps link building) <ul><li>Blog posts </li></ul><ul><li>Articles, essays, case studies </li></ul><...
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 <ul><li>Cross Country Racing http://www.flickr.com/photos/66176388@N00/2355341780/ </li></ul><ul><li>Jaguar Mark 2...
Credits <ul><li>Veligandu Resort, Atollo di Ari, Maldive </li></ul><ul><li>http://www.flickr.com/photos/giuseppeportale_ca...
Thank you for  your attention ! See you next time: Pay Per Click (27/10) andrea. spila @gmail.com http://www.delicious.com...
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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

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

  1. 1. SEO & PPC Making yourself visible on the web with SEM First part: SEO by Andrea Spila
  2. 2. 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
  3. 3. The importance of being here PPC SEO
  4. 4. SEO is
  5. 5. slow SEO is
  6. 6. slow cheap SEO is
  7. 7. slow cheap time-consuming SEO is
  8. 8. PPC is
  9. 9. PPC is fast
  10. 10. PPC is fast expensive
  11. 11. PPC is fast expensive immediate
  12. 12. Search Engines
  13. 13. Natural results (un-paid)
  14. 14. Pages are crawled on the web Crawled pages are indexed Indexed pages are ranked
  15. 15. Ranking A combination of Relevance and Popularity
  16. 16. Sponsored links (paid)
  17. 17. Ranking A combination of Relevance and Price
  18. 18. Psychology of Search
  19. 19. People use search engines to find an answer
  20. 20. Query (keywords) Results SERP
  21. 21. Search queries are mental processes
  22. 22. Types of query navigation information transaction
  23. 23. Buying funnel
  24. 24. What key words ?
  25. 25. SEO & PPC
  26. 26. Keyword Research SEO & PPC
  27. 27. Keywords are solid bases on which you can build your SEO and PPC campaigns
  28. 29. Strategies for KW Research <ul><li>Brainstorming (with colleagues) </li></ul><ul><li>Synonyms (Thesauri) </li></ul><ul><li>Competitors </li></ul><ul><li>Your site </li></ul><ul><li>Non-translators </li></ul><ul><li>Search engines </li></ul>
  29. 30. Using search engines
  30. 31. Using search engines Also: inurl, intext, inanchor
  31. 32. Using search engines
  32. 33. Using search engines
  33. 34. Using search engines
  34. 35. Google Guide
  35. 36. Keyword Tool (Google)
  36. 37. Insights for Search (Google)
  37. 38. Google Analytics
  38. 39. Long Tail
  39. 40. SEO
  40. 41. On Page SEO
  41. 42. Off Page SEO
  42. 43. SEO On Page
  43. 44. SEO On Page 
  44. 45. SEO On Page  
  45. 46. SEO On Page   
  46. 47. SEO On Page    
  47. 48. SEO On Page     
  48. 49. SEO On Page      
  49. 50. SEO On Page 
  50. 51. Keywords: three principles <ul><li>Prominence </li></ul><ul><li>Proximity </li></ul><ul><li>Density </li></ul>
  51. 52. Title <ul><ul><li>Highest weight among SEO elements </li></ul></ul><ul><ul><li>Also useful to users to decide if they want to click-through </li></ul></ul><ul><ul><li>Useful in browsers, social networks, RSS feeds, … </li></ul></ul><ul><ul><li>Where is it? </li></ul></ul>
  52. 53. Where is the Title displayed?  
  53. 54. Where is the Title displayed? 
  54. 55. Metatag Description <ul><ul><li>In SERPs it is used, when relevant, in the snippet below the link (= TITLE) </li></ul></ul><ul><ul><li>Not important for ranking </li></ul></ul><ul><ul><li>But gives extra information on page </li></ul></ul><ul><ul><li>Where is it? </li></ul></ul>
  55. 56. Where is the Description displayed?   
  56. 57. An optimized page       
  57. 58. BODY text <ul><li>Optimal length of page: 450-600 words </li></ul><ul><li>Use of bold to highlight main keywords </li></ul><ul><li>Avoid underlined ! </li></ul><ul><li>Subdivide the text into paragraphs with main keywords at the beginning </li></ul>
  58. 59. Heading (H) <ul><li>The most important SEO element after the TITLE </li></ul><ul><li><h1>Heading</h1> </li></ul><ul><li><h2>Subheading</h2> </li></ul><ul><li>A couple of levels is fine </li></ul><ul><li>Max. 5-7 H tags per page </li></ul><ul><li>Also helps readers to scan the page </li></ul>
  59. 60. ALT attribute <ul><ul><li>Always insert ALT attributes in IMAGE tags (IMG) </li></ul></ul><ul><ul><li>This alternative text is mainly used for accessibility </li></ul></ul><ul><ul><li>But it is also a useful place for keywords </li></ul></ul>
  60. 61. Other SEO elements <ul><li>Domain name and URL </li></ul><ul><li>Breadcrumb </li></ul><ul><li>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. </li></ul>
  61. 62. An optimized page      
  62. 63. SEO Off Page
  63. 64. Quality content (that helps link building) <ul><li>Blog posts </li></ul><ul><li>Articles, essays, case studies </li></ul><ul><li>Link lists </li></ul><ul><li>Reviews </li></ul><ul><li>RSS feeds </li></ul><ul><li>UCG (User-Generated Content) </li></ul>
  64. 65. Link Juice
  65. 66. And now it’s your turn !
  66. 67. Q U E S T I O N S
  67. 68. Takeaways 2
  68. 69. Keywords are keys to success
  69. 70. Content is king!
  70. 71. Content is queen !
  71. 72. Credits <ul><li>Cross Country Racing http://www.flickr.com/photos/66176388@N00/2355341780/ </li></ul><ul><li>Jaguar Mark 2 http://www.flickr.com/photos/ejcallow/4952282402/ </li></ul><ul><li>Lighthouse at Pigeon Point before the fog </li></ul><ul><li>http://www.flickr.com/photos/mustafeez27/4020930427 </li></ul><ul><li>Telescope http://www.flickr.com/photos/ryanwick/3461850112/ </li></ul><ul><li>Leaf with dew http://www.flickr.com/photos/himenohogosha/4291798759/ </li></ul><ul><li>Seeing My World Through a Keyhole http://www.flickr.com/photos/katerha/4592429363/ </li></ul><ul><li>Faro de Sardina </li></ul><ul><li>http://www.flickr.com/photos/jonay/2999395510 </li></ul>
  72. 73. Credits <ul><li>Veligandu Resort, Atollo di Ari, Maldive </li></ul><ul><li>http://www.flickr.com/photos/giuseppeportale_cartorange/5807360577/ </li></ul><ul><li>Ponte do Bósforo </li></ul><ul><li>http://www.flickr.com/photos/leandrociuffo/2892331161 </li></ul><ul><li>Crowned Princess http://www.flickr.com/photos/vincealongi/249920782 </li></ul>
  73. 74. 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

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