SEO at a Glance | Understanding Search Engine Optimization
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SEO at a Glance | Understanding Search Engine Optimization

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These slides provide a good overview of what SEO is and why is has become one of the most effective marketing strategies on earth.

These slides provide a good overview of what SEO is and why is has become one of the most effective marketing strategies on earth.

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  • 1. HOW WE USED TO SELL THINGS: Yellow PagesNewspaper Ads
  • 2. HOW WE SELL THINGS NOW: Re-targeted display adsPay Per Click Search Advertising Organic Search
  • 3. ALL THAT TO SAY…WE SELL ONLINEThe process we use to sell things hasn’t really changed, but the mediums haveAnd…The process of buying has changed completely
  • 4. HOW CONSUMERS BUY THINGS TODAY1. Identify a Need2. Research Options
  • 5. 3. Ask Friends4. Seek Feedback
  • 6. 5. Convert
  • 7. WHAT IS SEO? SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines. All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads.Definition courtesy of Search Engine Land
  • 8. ORGANIC VS. PAID SEARCH RESULTS Despite this extreme difference in click percentage, paid traffic was invested in to the tune of $31+ Billion in 2011. Unpaid search marketing received just $5 Billion in investment…
  • 9. ORGANIC SEO IS SUBSTANTIALLY UNDER-VALUED
  • 10. WHAT IS A SEARCH ENGINE Think of a search engine as a librarian that is responsible for organizing EVERY BOOK ON EARTH As the librarians of the web, search engines have a process by which they organize every page on the web. That process is their indexation algorithm. Search engine robots use the stipulations of the algorithm to crawl through websites and index them in a useful way.
  • 11. THE JOB OF AN SEO IS TOOPTIMIZE WEBSITES SO THATTHEY CAN BE FOUND IN SEARCHRESULTS WHEN USERS INPUTQUERIES FOR WHICH THE SITESPROVIDE ANSWERS.
  • 12. THE 2 ARENAS WHERE SEO’S PLAY1. On-site On site optimization refers to the process of adjusting a website in order to allow search engines to easily determine the relevance of the website and it’s pages (technical optimization) as well as adjusting the aesthetics and functionality so that it is most likely to produce the desired behavior of the site’s visitors (visual optimization).2. Off-site Off-site optimization refers to the breadth of activities that SEO’s perform outside of the website they are optimizing in order to influence search engine rankings. The primary form off-site optimization takes is Link Building.
  • 13. 1. ON-SITE OPTIMIZATION When we optimize a website for search engines, we are trying to make it as easy as possible for the search engines to access and index the website according to relevance. How do we show the search engines relevance when they crawl our site?
  • 14. PAGE TITLESPage title as a human sees it:
  • 15. PAGE TITLESPage title as a search engine sees it:
  • 16. META DESCRIPTIONSMeta descriptions as a human sees them:
  • 17. META DESCRIPTIONSMeta descriptions as search engines see them:
  • 18. HEADING TAGS (H1, H2, ECT.)H1 tag as a human sees it:
  • 19. HEADING TAGS (H1, H2, ECT.)H1 tag as search engines sees it:<h1>Car Accident Lawyers Los Angeles Accidents</h1>
  • 20. PAGE CONTENTPage content as a human sees it:
  • 21. PAGE CONTENTPage content as a search engine sees it:
  • 22. 2. OFF-SITE Search engines use the quantity and quality of incoming links to a given site as a major indicator of where that site should be placed in their results for relevant search queries. While a good link builder isnt always a good SEO, a good SEO is always a good link builder.
  • 23. WHAT IS A LINK? A link (or hyperlink) is a reference to a page that a user can follow. Links help search engines evaluate the content of different pages on the Web.A link looks like this:
  • 24. WHAT IS AN INBOUND OR EXTERNAL LINK?An external link is a link that points at an external domain:
  • 25. WHAT DO INBOUND LINKS COMMUNICATE TOSEARCH ENGINES?1. AuthorityThink of an inbound link to Site A from Site B as a Vote cast by Site B for Site A.This vote passes some of Site B’s authority to Site A.2. RelevanceThere are 2 primary ways that search engines use links to determine therelevance of a site: Anchor Text Context
  • 26. ANCHOR TEXTThe anchor text is simply the words that appear in the link. Example: This sentence is about cars. The anchor text in this example is “cars”. Search engines read that text, in a similar way that humans do, and are able to recognize the relevance of the website that is linked to accordingly. In this case, they see that the website is related to cars.
  • 27. CONTEXTSearch engines also use the context surrounding the link to determine it’s relevance. If I had a roofing supply website and that website was linked to from an article about the best roofing supplies, the search engine will be able to infer the relevance of my site because of the context surrounding the link.
  • 28. HOW DO WE BUILD LINKS?The bottom line is that link building is hard. The best SEO’s are the best link builders. We can’t go to in-depth here, but here are the 2 basics ways to build links at the highest level:NaturallyPublish content, and hope other websites link to it.ManuallyFind places on the web where you can put a link to your site, and put your link there.
  • 29. WHEN ON-SITE AND OFF-SITEOPTIMIZATION ARE DONE PROPERLY, YOU GET:
  • 30. HIGHER RANKINGS FOR RELEVANT SEARCHPHRASES
  • 31. MORE LEADS
  • 32. MORE CONVERSIONS
  • 33. MORE HAPPY DANCES