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SEO - The What, Why, and How
 

SEO - The What, Why, and How

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SEO 101 featuring top benefits of having a site optimized for maximum search visibility, overall strategy from design to code, and tactics of implementation after site launch.

SEO 101 featuring top benefits of having a site optimized for maximum search visibility, overall strategy from design to code, and tactics of implementation after site launch.

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  • Add stats on consumer and decision-maker usage of search engines to make buying decisions

SEO - The What, Why, and How SEO - The What, Why, and How Presentation Transcript

  • SEO
    Search Engine Optimization
    The What, Why, and How
  • Contents
    What is SEO?
    Why Search Matters
    How Search Engines Work
    SEO Process
    SEO Metrics
    Q&A
  • What is SEO?
  • What is SEO?
    Search Engine Optimization, or, SEO, is the active practice of optimizing a web site by improving technical, structural, on-page, and off-page elements to increase the traffic the site receives from search engines.
  • What is SEO?
    Search Engine Optimization is the process of strategic placement of targeted keywords in an effort to maximize search engine ranking placement (SERP).
    The purpose of SEO is to ensure a Web site is properly indexed by the search engines.
    SEO is an evolutionary process of continual updates in an effort to achieve maximum result placement.
    Search Engines are the second most popular Internet activity, and quickly gaining ground on the number one activity, e-mail.
    Consumers trust Search Engines, seeing them as fair, unbiased providers of information beyond all other research tools.
  • Why Does Search Matter?
  • Why Does Search Matter?
    Traffic
    Visibility
    Trust
  • Why Search Matters: Traffic
    Unless you have brand recognition or a large budget, search is the most cost effective medium to drive traffic to a website
    Some of our clients see between 60% and 70% of their total traffic come from search
    Others are much lower, with only 5%
  • Why Search Matters: Visibility
    Top 3 listings on search engine results pgs account for approximately 63% of all clicks
    First place result gets 4 times the amount of traffic of the second
    Everybody wants to be #1
  • Why Search Matters: Visibility
  • Why Search Matters: Visibility
  • Why Search Matters: Trust
    People trust search engines
    They believe search results show relevant, factual information
    80% use search engines to gather information on a product or service prior to purchasing online
    78% use search engines to compare prices online
    76% use search engines to gather information on a product or service prior to purchasing in-store
    Source: MediaPost, 2010
  • How Search Engines Work
  • How Search Engines Work
    Search engines use “spiders” (aka. Robots, Bots, Crawlers), which are basically automated Web surfers.
    Spiders systematically browse the Web, indexing the contents on each page they visit.
    Spiders follow hyperlinks in their pursuit of information.
  • How Search Engines Work
    Content must create thematic relevancy, which not only relies on a comprehensive site architecture but also robust, well-written content.
    Spiders store a copy of everything they find in the Search Engine Index, or database of web content.
    Search Engines query the index and apply a unique, complex algorithm to deliver the most relevant results to each user query.
  • How Search Engines Work
    Three Pillars of SEO
    Content – On-Page assets like copy, images & video
    Site Architecture – Domain, Hosting, URL, Navigation, Page Hierarchy, Design, Usability
    Links – Internal & External
  • How Search Engines Work
    Three Pillars of SEO
  • How Search Engines Work
    Three Pillars of SEO: Content
    Copy is relevant to searchers intent
    Accurate title tags, H1 tags, and META descriptions
    Images are search-friendly, following proper naming conventions and utilizing ALT attributes
    Flash and other non-readable media formats like audio and video are transcribed
  • How Search Engines Work
    H1 Tags
    H1 tag
  • How Search Engines Work
    Title Tag
    Title tag
  • How Search Engines Work
    Three Pillars of SEO: Site Architecture
    Navigation is properly labeled and easy to use
    Hierarchy is flat, meaning there aren’t 8 levels of directories present
    URLs are easy to understand, contain keywords when appropriate, and are consistent
  • How Search Engines Work
    Three Pillars of SEO: Links
    Search engines view a link as a “vote of confidence”
    The higher quantity (and quality) number of links a page relevant to the query has, the more likely it will rank
    Industry sentiment puts the importance of links in relation to all SEO ranking elements at 60%
  • Our SEO Process
  • Fullhouse SEO Process
    SEO Audit & Recommendations
    Keyword Research
    Content Reorganization
    Keyword Mapping
    Implementation & Link Building
    Reporting & Analysis
  • Fullhouse SEO Process
    Always starts with an audit
  • Our SEO Process
    Starting with an audit allows us to know what we need to spend extra time on
    Keyword research is client & industry specific
    Reorganize content for maximum search visibility
    Map keywords to new and existing pages
    Implement recommendations & build links
    Report on metrics that matter
  • Metrics That Matter
  • Metrics That Matter
    Quantitative metrics like number of unique visitors, percentage of traffic coming from search, and % of return visitors are useless without a way to measure behavior
    Qualitative metrics like bounce rate, time on site, and average pageviews per visitor provide a better overall picture of web traffic performance
    We can easily dismiss a traffic source that only drives 10% of total visits, but if that same source also produces 70% of all conversions then we need to pay attention
  • Metrics That Matter
    Visits by non-paid keywords, filtered for branded, trademarked, and copyrighted terms show us how visible a page is in search engines
    Visits, time spend on page, and bounce ratesegmented by entry pages gives us a better understanding of how qualified our search visitors are
    Number of conversions or goal completions give us a good look at how likely search traffic is willing to convert
  • Metrics That Matter
    Boring…
  • Metrics That Matter
    That’s what I’m talking about!
  • Metrics That Matter
    Bottom Line
    Make sure your metrics have meaning!
  • Questions?
  • Thank You!