SEO/SEM: The Fundamentals Joseph C Dolson Twin Cities Web Design and Standards October 30, 2008 http://www.joedolson.com

Three Basic Areas Local Optimization Clear Human/Robot communication Promotion Link building and marketing Measurement Analytics and adaptation

Local Optimization

Clear Human/Robot communication

Promotion

Link building and marketing

Measurement

Analytics and adaptation

Humans vs. Search Engines Read and understand text Are mostly unaware of HTML Take actions based on what is available and interesting to them Purchase products, etc. Read and index text Read and understand HTML Take all actions available to them Send prospective customers based on their analysis of your text.

Read and understand text

Are mostly unaware of HTML

Take actions based on what is available and interesting to them

Purchase products, etc.

Read and index text

Read and understand HTML

Take all actions available to them

Send prospective customers based on their analysis of your text.

Search Engines are Autistic Search engines have an incomplete understanding of your web site. They can understand what you've put there; but they have little idea of your intentions. Search engines look for patterns.

Promotion with Value For People: Piques their interest Sells products Builds your brand For Search Engines Increases visibility Builds roads Builds history

For People:

Piques their interest

Sells products

Builds your brand

For Search Engines

Increases visibility

Builds roads

Builds history

Measuring Success This is critical: Conversions Profit Sales pathways This isn't: Rankings Traffic “Hits” Ad clickthroughs These items should only be analyzed in relationship to critical success metrics, never by themselves.

This is critical:

Conversions

Profit

Sales pathways

This isn't:

Rankings

Traffic

“Hits”

Ad clickthroughs

These items should only be analyzed in relationship to critical success metrics, never by themselves.