Web 2.0 Secrets: SEO, SEM and Web Traffic Sarah “Intellagirl” Robbins

Look in this space for keyword explanations . Helpful Info!

SERP : Search Engine Results Page.

The Internet

Internet Surfing Places to

The Internet Relevant Results!

I can find it!

I can find it!

How do search engines work? Really RESULTS

1. New web site is posted, linked to, or has its content altered

2. SE’s spiders crawl the page

Skims text, image descriptions, meta data, page titles, and URL

Follow links, count links in and out

3. Index key terms, count word frequency Search Wiki Engine SEO SEM Web Keywords: Words that are used by search engines to determine the topic of a given web page.

4. Weight algorithm This Page Other Pages

10 Tons 9 Tons 8 Tons 6 Tons Sites are ranked according to their key term rank

Why do we care?

Why do we build websites? Inform Entertain Persuade Socialize Grow Engage

The Old Way

The Store Front

Location! Location!

Searching

The New Way

The Store Front

Location! Location!

Searching

Your front door is only as good as the number of people who walk through it To walk through… they have to find the door

What is Web Traffic?

What traffic measurements actually monitor

1. The number of visitors Unique Visitor : Identified by a unique IP address, the most accurate measurement of web traffic

2. The average number of page views per visitor Bounce Rate : % of people who visit only one page of a site

2. The average number of page views per visitor

3. Average visit duration Average page duration

3. Average visit duration Average page duration

4. Busy times – the most popular viewing time

4. Busy times – the most popular viewing time

5. Most requested pages, entry pages, exit pages Page Views : How many times has the URL been requested

5. Most requested pages, entry pages, exit pages

6. Top paths Paths : the sequence of pages viewed by visitors from entry to exit

6. Top paths

7. Referrers Trackback : Links that refer back to your site and drive traffic

7. Referrers

Page Hits Page Hits : A request for a single file (image, text, audio track) Page Views

Page

Hits

How is your traffic?

What terms are being cached for your page? Example of badly text cached page with “good design” : www.beside.ca http://www.googlerankings.com/dbkindex.php

Example of badly text cached page with “good design” : www.beside.ca

http://www.googlerankings.com/dbkindex.php

Google Analytics

What’s your Google Page Ranking? PR(A) = (1-d)+d(PR(t1)/C(t1) + ... + PR(tn)/C(tn))

What’s your Google Page Ranking? Links In + Links Out

WARNING!

Web Traffic is NOT the whole picture Conversions are key!

How to increase traffic

1. Good content

1. Good content

2. Link sharing

3. Update content

4. Know Your Key words What are people looking for to find your business? What terms best describe your business? What terms are used to find your competitors, your industry?

SEO/SEM: Getting Help with your Traffic

SEO: Search Engine Optimization

SEO: Search Engine Organics Researching key terms Content creation advice Linking assistance

Researching key terms

Content creation advice

Linking assistance

SEO: Search Engine Marketing

SEM: Search Engine Manipulation Researching key terms Content creation advice Linking assistance Purchasing Search Placement Purchasing Search Ads, Pay Per Click

Researching key terms

Content creation advice

Linking assistance

Purchasing Search Placement

Purchasing Search Ads, Pay Per Click

Affiliate marketing Advertiser pays an affiliate for driving event-driven traffic (orders, leads) to their site. Affiliate gets paid a commission based on order or lead. PPC : Pay Per Click. Advertising method where an advertiser pays for their ads (which are displayed on a given website) if and only if someone actually clicks on the ad.

Advertiser pays an affiliate for driving event-driven traffic (orders, leads) to their site. Affiliate gets paid a commission based on order or lead.

GoogleWhacking: a two-word search that yields only one result “ stiffed deskpersons” “ painfully tightlippedness” “ whizzing farmwomen” “ psychobiographic orangutan” Whack!

“ stiffed deskpersons”

“ painfully tightlippedness”

“ whizzing farmwomen”

“ psychobiographic orangutan”

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