Basics of Search Engine Optimization
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Basics of Search Engine Optimization

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This slideshow by BQu, provides the basic understanding of SEO. Content includes: Importance of SEO, SEO functionality, The role of SEO Today, Changes and Challenges, and Measuring SEO ...

This slideshow by BQu, provides the basic understanding of SEO. Content includes: Importance of SEO, SEO functionality, The role of SEO Today, Changes and Challenges, and Measuring SEO

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  • 1. The Business Intelligence Partner Page * * A presentation to BQu team 13/06/2014 BASICS OF SEARCH ENGINE OPTIMIZATION
  • 2. The Business Intelligence Partner Page 2 Agenda / Content I. Introduction II. Importance of SEO III. SEO functionality IV. The role of SEO Today V. Watch Out: Changes and Challenges VI. Measuring SEO VII. Conclusion
  • 3. The Business Intelligence Partner Page 3 Agenda / Content I. Introduction II. Importance of SEO III. SEO functionality IV. The role of SEO Today V. Watch Out: Changes and Challenges VI. Measuring SEO VII. Conclusion
  • 4. The Business Intelligence Partner SEO is a process used to ensure the placement of a site on search engines naturally or paid Page 4 Introduction Search Engine optimization (SEO) is a process used to ensure the placement of a site on search engines naturally or paid. It is done through selecting the right potential keywords for the main pages of the website, through the content, images, links, and most importantly on titles used on the website. Also additional placement can be done through local sites, directories and on review sites in order to increase the chances of been viewed by the right audience. “SEO means finding ways to increase your site's appearance in web visitors' search results. This generally means more traffic to your site” (Business Insider)
  • 5. The Business Intelligence Partner Page 5 Agenda / Content I. Introduction II. Importance of SEO III. SEO functionality IV. The role of SEO Today V. Watch Out: Changes and Challenges VI. Measuring SEO VII. Conclusion
  • 6. The Business Intelligence Partner Page 6 Importance of SEO SEO helps you to be found, increase awareness and generate leads Get found! AIDA: Direct traffic Create leads / customers Retain and Engage customers One of the main objectives of SEO, is to be top ranked at viewing search engines, therefore many tools such as keywords are used to increase ranking Every online business aims not just to be found but to be clicked on their link against similar links through attention, stimulating interest and desire and finally directed to the website Through using the right keywords, links and SEO friendly URLs, firms can increase the chances of its visibility in the search engines. However for potential customers to search, awareness of the particular industry plays a vital role No matter what, if customers are not managed or retained, competition may cause them to shift. Therefore an effective SEO plan may help firms not just create a lead but be in touch with customers and to grow a brand community
  • 7. The Business Intelligence Partner Page 7 Agenda / Content I. Introduction II. Importance of SEO III. SEO functionality IV. The role of SEO Today V. Watch Out: Changes and Challenges VI. Conclusion
  • 8. The Business Intelligence Partner Page 8 SEO functionality Search engines help users look for the best result from millions of content online In order to understand how SEO functions, it is vital to look upon how the search engines behave. ● When a person searches for something on the search engine, it performs the following actions; ○ The search engine will look through millions of sites, images and other content in its index ○ It will match the keyword to the closest result based on attributes in its algorithm such as relevance, and popularity ○ The user will be presented with the closest top results to match the keywords ● For example, In the Google search engine, its spiders scan for words within the webpages and also where else it is found. That is where on page and off page optimization plays its role. ● Indexing varies from different spiders, but they all main scan components such as titles, subtitles, meta tags, images, hyperlinks and etc. ● Since the ways in which different search engines measure websites differ, often each search engine gives different results
  • 9. The Business Intelligence Partner Page 9 SEO functionality The SEO process has several steps including research, linking building and performance monitoring SEO PROCESS Keyword Analysis •Determine the right keywords to be used on the website •Using tools such as MOz, and keyword planner Step 1 Competitor Analysis •Analysis on competitors SWOT •Identify their use of keywords Step 2 Link Building •Create links for the website through keywords selected and placed mediums in step 3 Step 3 Search Optimization •Optimize through content development, press release, local and segmented search, and mobile Step 4 Measure Performance Step 5 •Analyse the performance through web analytical tools
  • 10. The Business Intelligence Partner Page 10 Agenda / Content I. Introduction II. Importance of SEO III. SEO functionality IV. The role of SEO Today V. Watch Out: Changes and Challenges VI. Measuring SEO VII. Conclusion
  • 11. The Business Intelligence Partner Content marketing has changed the way SEO works ● Today it is not just about been found on the search engine or using the right content, it is also how big a noise can a brand create on the internet through conversation building, and winning trust ● Also websites compete with each other in order to be naturally found through increasingly employing engaging, funny and relevant content ● Link optimization: Promote the site(social media) with the best content it has and linking the main website for it. The role of SEO today Infographic Zone, 2012 Page 11
  • 12. The Business Intelligence Partner Page 12 Agenda / Content I. Introduction II. Importance of SEO III. SEO functionality IV. The role of SEO Today V. Watch Out: Changes and Challenges VI. Measuring SEO VII. Conclusion
  • 13. The Business Intelligence Partner SEO is changing fast through video search on Youtube, and mobile searches increasing ● Content marketing is key ○ Content needs to powerful, clickable, actionable, and shareable ○ Websites should not only be aimed for spiders but also general audience ● The formula also includes Public Relations ○ Today, many successful business on the internet have incorporated an online PR plan that has increased their chances in SEO ● Youtube is the second largest search engine ○ surpassing Yahoo, Bing and AOL ○ this makes it evident that social platformsare becoming their own search engines ○ Facebook processes half a billion search per day while twitter processes more than 2 billion ○ This is where the future of SEO lies ● Mobile friendliness ○ it is important that the websites can be found, accessed and used easily through mobile and smart devices ● Managing and maintaining Uniqueness ○ The amount of information on the internet iis increasing daily, and so is the competition, therefore great thought and energy needs to be invested in creativity and innovation Watch Out: Changes and Challenges Page 13
  • 14. The Business Intelligence Partner Page 14 Agenda / Content I. Introduction II. Importance of SEO III. SEO functionality IV. The role of SEO Today V. Watch Out: Changes and Challenges VI. Measuring SEO VII. Conclusion
  • 15. The Business Intelligence Partner The success of SEO can be measured through increased visits, increased mentions, and through ranking factors ● Traffic ○ The first main element to be analysed is the traffic volume ■ Number of visits versus from which search engine directed them ■ Which keywords (Branded or non branded) where used ■ Relevance provided on the search terms versus the incoming traffic ● Conversations ○ Conversations are measured through how visitors engaged, and how long they stayed ■ Bounce rate - how soon people left the site pages ■ Time spent on the website and its pages ■ Number of pages viewed by each person ● Ranking ○ Ranking determines where the website stands against its competitors ■ Website’s ranking on the search engines ■ Keyword rank on the search engine ■ Website’s position for the keywords * All these calculations can be done on Google Analytics, a website performance monitoring tool by Google Measuring SEO Page 15
  • 16. The Business Intelligence Partner Page 14 Agenda / Content I. Introduction II. Importance of SEO III. SEO functionality IV. The role of SEO Today V. Watch Out: Changes and Challenges VI. Measuring SEO VII. Conclusion
  • 17. The Business Intelligence Partner SEO is evolving, and comes down to how well you know your customers Search engine optimization revolves around how well a website functions in the search engine but with time, it drills down to how well a business can link to the customers, build trust and win heart. Therefore from the website development to social media engagement, strong emphasis needs to be given to “ How you want the customer to perceive you”. Page 16 Conclusion