94% click on organic results (http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-Wins-94-of-Time)
SEO vs SEMSearch everywhere marketingSearch engine optimization Before next slide look up running shoes and click through to the one that looks most relevant to you. What one?Why?
http://searchenginewatch.com/article/2200730/Organic-vs.-Paid-Search-Results-Organic-Wins-94-of-Timehttp://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htmBefore next slide – do the eye tracker test with a buddy
Pandas, Penguins and the deal with algorithmsgive authority sites a bit more prominence in the search resultsGoogle+ activityhttp://searchenginewatch.com/article/2267962/Matt-Cutts-Talks-SEO-for-Google-9-Things-You-Should-Expect-This-SummerPandaGoogle launched Panda in February 2011, mainly as a change in its search results ranking algorithm. The main purpose of the update was just to keep those low quality and low content sites away from the top ranking results and give the actual quality sites their due.As an obvious result, many websites with huge amount of advertising, or those with low quality content, saw a huge decline in the rankings. Ever since Panda was launched, there have been many updates to it ranging to over 22 in total.PenguinAnother algorithm update from Google that gave SEO experts another blow was Penguin that was launched in April 2012. The idea underlying the update was simple enough- penalize and decrease the rankings of sites that breach Google’s Webmaster Guidelines set the by the search engine.This included lowering the search engine rankings of all those sites that practice black-hat SEO techniques like duplicate content, keyword stuffing and cloaking to name a few.
Attractions – a whole new way to searchStay on top of how your industry gets indexed in the SERP
Tactics win a few customersStrategies win market share
The right productThe right peopleThe right promotional – idea, collateralThe right place – channel choiceThe right price (organic vs paid or both)
Which search engines?Google = 69% 19.4 billionBing 2nd with 3.5 billionYahoo 3rd with 2.2 billion http://searchenginewatch.com/article/2289560/Googles-Search-Market-Share-Shoots-Back-to-67
Keyword optimization http://searchenginewatch.com/article/2066301/Ten-Tips-to-the-Top-of-GoogleSo for this program what would some keywords be?
Can’t win market share with customers today.
Sitemapshttps://support.google.com/webmasters/answer/156184?hl=enhttp://www.sitemaps.org/protocol.htmlFor peopleFor SEO
Meta data, tags (alt), labels & categorieshttp://searchenginewatch.com/article/2066301/Ten-Tips-to-the-Top-of-Google
Page titles – probably the #1 priority when starting SEOConsumers & SEO relevant
Link BuildingBack Link - http://searchenginewatch.com/article/2291674/Link-Building-101-How-to-Conduct-a-Backlink-Analysishttp://www.dmoz.org/Inbound vs OutboundDirectories vs Content Embedded
ContentAnchor text, hyper links, headingsNo flash = html5No Image based content1 image = 1 link, no multi-hotspotsKeyword DensityUser Friendly tooACTIVITYDo a quick review / audit of this for SEO (homepage only)Look at page titles, homepage content, meta, alt, keyword density, anchor text, links, headings, etcMake recommendations based on what you find
Submission & resubmission
Google places, maps, images, videos, products (merchant centre)
Urls & domain names (multi)Use words not numbers in urlsHave a multi-domain name strategy – brand / campaign & keyword specific
Coming soon, 404 errors
Navigation with breadcrumbs
Organic Search Marketing
Presented by Lindsey Fair