Getting started with SEO / SEM
What is SEO / SEM?
State of search – Market share Source: comScore
State of search – New players
State of search … and growing
Search results, how simple is it?
Classic results Paid Organic
Local search
Image search
Video search
News
Products search
Why some content rank’s better?
It’ s all about being an expert
How does it work?
Click here!
Getting the basics right Technology Content Popularity / authority Source: seomoz.org
<ul><li>Accessible, quality content . Robots: </li></ul><ul><ul><li>Read  text </li></ul></ul><ul><ul><li>Are lazy and lov...
<ul><li>Create  optimized content </li></ul><ul><ul><li>With the right  keywords </li></ul></ul><ul><ul><li>For the right ...
<ul><li>Have a  link building  strategy </li></ul><ul><li>Write  good   and  fresh   content to acquire links </li></ul><u...
Do it for people first. Search engines don’t buy products.
Blogging for SEO
What are the top ranking factors? Onsite  keyword  and non-keyword related External (offsite)
Onsite - keyword specific Keyword use in  TITLE   tag Keyword use in  Headline   tags Keyword use in page  URL  Proper  na...
Onsite - non-keyword specific Unique   content Fresh   content Page  structure Internal linking Hosting (speed)
Offsite (external) Keyword -focused  external links External link  popularity Multiple  link sources Links  context Positi...
Getting the strategy right Individual keyword (ex.: T.V.) 2 – 3 keywords (ex.: LCD T.V.) Keyphrase (ex.: buy sony bravia 4...
First steps <ul><li>Technical site review / audit to  detect and correct  current  SEO limitations . </li></ul><ul><li>Opt...
It's a continuous process
Pay Per Click (PPC)
What is pay per click?
Why pay per click? Launch new products Short term alternative to SEO Promotional campaigns Last minute deals Branding …
Targeting  “Glocal” markets
How does PPC work?
What matters Set  conversion goals & Think in terms of  landing pages
Goals and landing pages? Your Ad Paid ad on a popular Search engine http://example.com Goal Cost Measurable ROI
Eliminate guesswork
Wrap up
Basic toolbox
Keyword Tool : Find keywords
Traffic Estimator : Cost data
Google Analytics : Measure
Thank You!
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Getting Started with SEO & SEM - Primetime Las Vegas

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SEO & SEM for beginners. This presentation was given to members of Nationwide (independent retailers) in Las Vegas in February 2011.

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Getting Started with SEO & SEM - Primetime Las Vegas

  1. 2. Getting started with SEO / SEM
  2. 3. What is SEO / SEM?
  3. 4. State of search – Market share Source: comScore
  4. 5. State of search – New players
  5. 6. State of search … and growing
  6. 7. Search results, how simple is it?
  7. 8. Classic results Paid Organic
  8. 9. Local search
  9. 10. Image search
  10. 11. Video search
  11. 12. News
  12. 13. Products search
  13. 14. Why some content rank’s better?
  14. 15. It’ s all about being an expert
  15. 16. How does it work?
  16. 17. Click here!
  17. 18. Getting the basics right Technology Content Popularity / authority Source: seomoz.org
  18. 19. <ul><li>Accessible, quality content . Robots: </li></ul><ul><ul><li>Read text </li></ul></ul><ul><ul><li>Are lazy and love unique content </li></ul></ul><ul><ul><li>Can crawl deep if the structure is right </li></ul></ul><ul><ul><li>Hate walls : </li></ul></ul><ul><ul><ul><li>proper internal links </li></ul></ul></ul><ul><ul><ul><li>response codes </li></ul></ul></ul>The basics - Technology
  19. 20. <ul><li>Create optimized content </li></ul><ul><ul><li>With the right keywords </li></ul></ul><ul><ul><li>For the right audience </li></ul></ul><ul><ul><li>Considering important search signals </li></ul></ul>The basics - Content
  20. 21. <ul><li>Have a link building strategy </li></ul><ul><li>Write good and fresh content to acquire links </li></ul><ul><li>Use social platforms to spread your content </li></ul>The basics – Authority
  21. 22. Do it for people first. Search engines don’t buy products.
  22. 23. Blogging for SEO
  23. 24. What are the top ranking factors? Onsite keyword and non-keyword related External (offsite)
  24. 25. Onsite - keyword specific Keyword use in TITLE tag Keyword use in Headline tags Keyword use in page URL Proper naming of non-textual content Important content first Proper internal linking
  25. 26. Onsite - non-keyword specific Unique content Fresh content Page structure Internal linking Hosting (speed)
  26. 27. Offsite (external) Keyword -focused external links External link popularity Multiple link sources Links context Position of link in site architecture Trustworthiness of link source All links aren’ t born equal!
  27. 28. Getting the strategy right Individual keyword (ex.: T.V.) 2 – 3 keywords (ex.: LCD T.V.) Keyphrase (ex.: buy sony bravia 42 ” ) High Cost Low cost High conversion Low conversion
  28. 29. First steps <ul><li>Technical site review / audit to detect and correct current SEO limitations . </li></ul><ul><li>Optimize actual content according to onsite search signals. </li></ul><ul><li>Find relevant keywords with a decent popularity / competition ratio. </li></ul><ul><li>Create and optimize content for these keywords. </li></ul><ul><li>Start building your first backlinks . </li></ul>
  29. 30. It's a continuous process
  30. 31. Pay Per Click (PPC)
  31. 32. What is pay per click?
  32. 33. Why pay per click? Launch new products Short term alternative to SEO Promotional campaigns Last minute deals Branding …
  33. 34. Targeting “Glocal” markets
  34. 35. How does PPC work?
  35. 36. What matters Set conversion goals & Think in terms of landing pages
  36. 37. Goals and landing pages? Your Ad Paid ad on a popular Search engine http://example.com Goal Cost Measurable ROI
  37. 38. Eliminate guesswork
  38. 39. Wrap up
  39. 40. Basic toolbox
  40. 41. Keyword Tool : Find keywords
  41. 42. Traffic Estimator : Cost data
  42. 43. Google Analytics : Measure
  43. 44. Thank You!

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