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Search Engine 101  Ranking, Results, Ranking, Optimization And Marketing Rev December 16
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Search Engine 101 Ranking, Results, Ranking, Optimization And Marketing Rev December 16

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Search Engine 101  Ranking, Results, Ranking, Optimization And Marketing Rev December 16 Search Engine 101 Ranking, Results, Ranking, Optimization And Marketing Rev December 16 Presentation Transcript

  • Search Engine 101: Ranking, Results, Optimization and Marketing
  • Search Engine 101
    • Why Just Google & Yahoo!?
    • Ranking
    • Results = Search Engine Results Page (SERP)
    • Optimization = Please Robots
      • Key Word Use
      • Page Characteristics
      • Site / Domain Characteristics
      • Quality of HTML – Validation RE W3 Standards
      • Inbound links
      • Negative Influences
    • Search Engine Marketing
  • The Law of Duality
    • Ries & Trout
    • The 22 Immutable Laws of Marketing
    • Law 8, The Law of Duality
    • “ In the long-run, every market becomes a two-horse race.”
    • Coke & Pepsi
    • Fedex and UPS
    • Google and Yahoo!
  • Google Page Ranking
    • Go to Google Toolbar
    • Add Site Ranking Tool to Internet Explorer
    • Check Out Your Website’s Ranking
  • Analyze Your Organic Search Listing Result
    • The Title
    • The Description
  • Title Shown = Page Title
  • Description +/- Meta Tag Description
  • No Meta Tag, plus Flash is a Problem
  • Understanding SERP
  • Local Business Center
  • Local Business Center
  • Yahoo! Local
  • Organic Search Results
    • Keyword Use Factors
    • Page Characteristics
    • Coding Standards
    • Site Characteristics
    • Inbound Links
    • Negative Factors
  • Keyword Use Factors
    • Page Title
    • Body Text – You can overdue it
    • Body Text Content (Topic Analysis)
    • H1 Tag (Headline on Page)
    • Domain Name
    • Page URL (page file name)
    • H2, H3 .. (Subheads)
    • Bolding of Words in text
  • Keyword Use in Alt Tags and Image Titles
  • Page Characteristics
    • Link Popularity within the Site’s Internal Link Structure
    • Quality/Relevance of Links to External Site Pages
    • Age of Document/Frequency of Updates to Pages
    • Amount of Indexable Text Content
    • Document Content Quality measured algorithmically
    • Organization/Document Flow (news story)
    • Accuracy of Spelling & Grammar
  • Number of Trailing Slashes (/) in URL
    • http://www.w3.org/QA/Tools/Unicorn/contract/
  • HTML Validation of Document http://www.w3.org/QA/Tools/
  • Site/Domain Characteristics
    • Global Link Popularity of Site
    • Age of Site
    • Content Relevance of Inbound Links to Site
    • Link Popularity of Site in Subject Matter Community
    • Rate of New Inbound Links to Site
    • TLD Extension of Site (edu, gov, com, etc.)
  • More Site/Domain Characteristics
    • Historical Performance of Site, Measured by Time on Page, Click throughs from SERPs, Direct Visits, Bookmarks, etc.
    • Rate of New Pages Added to Site
    • Number of Queries for Site/Domain over Time
    • Verification of Site with Google Webmaster Central
  • Inbound Link Values
    • Global Link Popularity of Linking Site
    • Content Relationship of Linking Page
    • Link Popularity of Site in Content Community
    • Domain Extension of Linking Site (edu, gov etc.)
    • Age of Link, When Updated
    • Content Relationship of Linking Site
    • Text Surrounding Link
    • Page Rank of Linking Page (Google Toolbar)
    http://edweb.tusd.k12.az.us/Sabino/
  • Inbound Links & Networking
    • Social Networking = Another Webinar!
    • 125+ sites worldwide, 13,000 – 124 million users
    • Associations, Business Organizations
    • Nonprofits, Schools, Government Agencies
    • Vendors, Referral Sources
    • Mentions in Online Newsletters
    • Talks Given (agendas get posted online)
  • Negative Ranking Attributes
    • Server Slow or Inaccessible to Bots
    • Content Similar/Duplicates Existing Content
    • External Links from/ Internal Links to Low Quality/Spam Sites
    • Duplicate Title/Meta Tags on Many Pages
    • Overuse of Targeted Keywords (Stuffing)
    • Participation in Link Schemes or Sold Links
    • Low Levels of Visitors
      • Through Links
      • Click-throughs in from SERPs
  • Search Engines & Sandbox
    • Up to 6 months for new sites
    • Search Engine Marketing
  • Search Engine Marketing
    • Google Analytics
    • Google Search Marketing
    • Yahoo! Search Marketing
  • Search Marketing Basics
    • Daily Budget – Do Not Exceed! Be Careful!
    • Credit Card Account, $1 a day minimum
    • Starts at Midnight, ends when no daily $$$ spent
    • Free Impressions
    • Pay per click-through, Range from .10 to $2.00
  • Key Points to Take Away
    • Get Your Page Titles/Descriptions Right
    • Try Local Google, Yahoo! Local -- Free
    • Study all characteristics of Key Words
      • From Domain name to Page Titles
      • From File/Image titles to Body content
    • Run W3 check of site coding
    • Avoid the Negative Characteristics
    • Search Marketing Helps