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  • 1. SEO Tutorial Search Engine Optimization
  • 2. Agenda
    • What is SEO
    • Industry Research
    • SEO Process
    • Technical aspects of SEO
    • Social Media - MySpace Optimization
    • Measuring SEO success
    • SEO Tools
  • 3. What is SEO ( Search Engine Optimization )?
    • The process of improving web pages so they rank higher in search engines for your targeted keywords.
    Crawlability / Optimized Code Internal Link Structure Link Popularity / Relevance Key Factors Content Relevance
  • 4. Where are the Organic Results? Organic Pay Per Click Pay Per Click
  • 5. Industry Research – Who gets the clicks? The vast majority of clicks -- roughly 60 percent, go to organic listings. Source: Enquiro, 2006 Organic Clicks vs Paid Clicks
  • 6. Industry Research: Organic SEO is the most popular form of SEM Organic SEO is the most popular form of SEM, with almost three-quarters of advertisers using this method, with paid placement a very close second at 71%
  • 7. Industry Research & The case for SEO
    • The majority of clicks are going to Organic listings.
    • SEO is the most popular form of SEM.
    • SEO provides a high ROI.
    • Many people don’t go past the 1 st page in the Search results.
    • Users trust the Natural results to be more relevant to their Search query.
    Reasons to conduct SEO *Sources: Iprospect Research, eMarketer
  • 8. SEO Process
    • Step 1 : Discuss Business objectives.
    • Step 2 : Conduct initial keyword analysis.
    • Step 3 : Identify the keyword/landing page combinations.
    • Step 4 : Interim Client Approval for Keyword/Landing Pages.
    • Step 5 : Baseline Ranking & Traffic reports.
    • Step 6 : On-site & Off-site optimization.
    • Step 7 : Detailed Recommendation documents.
    • Step 8 : Implementation.
    • Step 9 : Monitoring and Optimizing: We provide monthly reporting and optimization recommendations. The reporting is compared to the baseline (or previous month’s results) to identify trends and help guide additional adjustments.
  • 9. Technical SEO
    • Comprehensive Website Analysis
    • Keyword Research and Analysis.
    • Baseline Ranking report.
    • Competitive analysis in Search Engines.
    • Content Analysis & SEO Copywriting.
    • Analysis of URL structure & information architecture.
    • Analysis of internal linking.
    • Analysis of source code and page layout.
    • Code validation.
    • Search Engine Saturation.
    • Link Popularity Analysis.
    • Link Relevancy & Co-Citation Analysis (Topical Relevancy).
  • 10. Page Title Alt-Tags Link Title Tags Site-Side Optimization Technical SEO - Example of Page Elements Anchor Text Navigation
  • 11. Technical SEO - Source Code Title Tag Javascript Meta data
  • 12. Social Media - MySpace Optimization
  • 13. MySpace Marketing and Optimization
    • Getting more targeted friends (sort by demographic criteria).
    • Leaving “friends” comments.
    • Profile Customization.
    • Sending Bulletins.
    • Sending mass private messages (with banner ad).
    • Writing keyword-rich content with outbound links containing keyword-rich anchor text.
    • Getting inbound links from websites not on the MySpace domain.
  • 14. Measuring SEO success
    • Keyword Ranking.
    • Website Traffic.
    • Increase in "Share of Traffic" per keyword.
    • Increased Revenue/keyword.
    • Increase in Impressions ( good for Publishers to show advertisers).
    • Lower dependence on Paid Search.
    • Lowering the cost per acquisition.
  • 15. SEO Toolbox “ The tool is only as good as the people that use it .”
  • 16. Thank You Created By Shimon Sandler