Search Engine 101:  Ranking, Results, Optimization and Marketing
Search Engine 101 <ul><li>Why Just Google & Yahoo!? </li></ul><ul><li>Ranking </li></ul><ul><li>Results = Search Engine Re...
The Law of Duality <ul><li>Ries & Trout </li></ul><ul><li>The 22 Immutable Laws of Marketing </li></ul><ul><li>Law 8, The ...
Google Page Ranking <ul><li>Go to Google Toolbar </li></ul><ul><li>Add Site Ranking Tool to Internet Explorer </li></ul><u...
Analyze Your Organic Search Listing Result <ul><li>The Title </li></ul><ul><li>The Description </li></ul>
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   <ul><li>Keyword Use Factors </li></ul><ul><li>Page Characteristics </li></ul><ul><li>Coding Stand...
Keyword Use Factors   <ul><li>Page Title </li></ul><ul><li>Body Text – You can overdue it </li></ul><ul><li>Body Text Cont...
Keyword Use in Alt Tags and Image Titles
Page Characteristics <ul><li>Link Popularity within the Site’s Internal Link Structure </li></ul><ul><li>Quality/Relevance...
Number of Trailing Slashes (/) in URL <ul><li>http://www.w3.org/QA/Tools/Unicorn/contract/ </li></ul>
HTML Validation of Document http://www.w3.org/QA/Tools/
Site/Domain Characteristics <ul><li>Global Link Popularity of Site </li></ul><ul><li>Age of Site </li></ul><ul><li>Content...
More Site/Domain Characteristics <ul><li>Historical Performance of Site, Measured by Time on Page, Click throughs from SER...
Inbound Link Values <ul><li>Global Link Popularity of Linking Site </li></ul><ul><li>Content Relationship of Linking Page ...
Inbound Links & Networking <ul><li>Social Networking = Another Webinar! </li></ul><ul><li>125+ sites worldwide, 13,000 – 1...
Negative Ranking Attributes <ul><li>Server Slow or Inaccessible to Bots </li></ul><ul><li>Content Similar/Duplicates Exist...
Search Engines & Sandbox <ul><li>Up to 6 months for new sites </li></ul><ul><li>Search Engine Marketing </li></ul>
Search Engine Marketing <ul><li>Google Analytics </li></ul><ul><li>Google Search Marketing </li></ul><ul><li>Yahoo! Search...
Search Marketing Basics <ul><li>Daily Budget – Do Not Exceed!  Be Careful! </li></ul><ul><li>Credit Card Account, $1 a day...
Key Points to Take Away <ul><li>Get Your Page Titles/Descriptions Right </li></ul><ul><li>Try Local Google, Yahoo! Local -...
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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

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

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