Intro to search engine optimization
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A basic introduction to search engine optimization.

A basic introduction to search engine optimization.

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Intro to search engine optimization Presentation Transcript

  • 1. Search Engine Optimization
    A Speed of Light Enterprises Presentation
    High search rankings  free web traffic  higher profits
    2011 Speed of Light Enterprises, some rights reserved. This document is licensed and protected by Creative Commons . It may be freely distributed with proper attribution for non-commercial uses only.
  • 2. Search Marketing
    Definitions
    • Search Engine Marketing (SEM): the entire set of techniques and strategies used to direct more visitors from search engines to marketing web sites, including all of the tactics and strategies defined below.
    • 3. Paid Placement: Text ads targeted to keyword search results on search engines, through programs such as Google AdWords and Yahoo Search "Precision Match," also sometimes referred to as "Paid Placement," "Pay-per-Click" (PPC) advertising and Cost-per-Click (CPC) advertising.
    • 4. Search Engine Optimization (Organic): The practice of using a range of techniques, including augmenting HTML code, web page copy editing, site navigation, linking campaigns and more, in order to improve how well a site or page gets listed in search engines for particular search topics.
    • 5. Search Engine Marketing (SEM) Service Provider: Agencies or individuals who assist companies with the various search engine marketing practices described above.
  • Search Engine Optimization
    SEO is the practice of using a range of techniques, including augmenting HTML code, web page copy editing, site navigation, linking campaigns and more, in order to improve how well a site or page ranks on the search results pages of search engines for particular search topics.
  • 6. SEO Trends 2004 vs 2009
    2004
    80% of advertisers ran SEO campaigns
    $492 million spent on SEO
    52% managed SEO in-house
    2009
    90% of advertisers ran SEO campaigns
    $1.4 billion spent on SEO
    87% managed SEO in-house
    Source: Search Engine Marketing Professional Organization surveys of SEM agencies and advertisers, 2004 & 2009
  • 7. How Search Engines Work
    Each search engine sends automated programs called “spiders” to crawl the web by following links looking for pages
    Every page they find, they index by caching a copy of the page, and evaluating it according to algorithmic formulae (usually proprietary)
    Every link they find, they follow (unless specifically asked not to)
  • 8. How Search Engines Rank
    Every search engine has its own proprietary algorithmic formula(s)
    Google’s search algorithm is believed to contain over 200 elements
    Each element is “weighted” and the relative weights are regularly fine-tuned
  • 9. Some Google Ranking Elements
    In no particular order and of unknown weight:
    Age of domain
    Page load time
    Semantic hierarchy of keyword
    Text emphasis of keyword
    Frequency of keyword
    Keyword in link text
    Page Rank of originating link
  • 10. Google PageRank
    PageRank (PR) is a registered trade mark of Google, Inc.
    It refers to the calculated ranking score of any given page and is kept secret
    PR that can be detected is a highly simplified and untrustworthy variation of the PageRank score
    PR can be used as a rough estimate of a web page’s Google score
  • 11. Three Main SEO Strategies
    ON PAGE ELEMENTS
    SITE STRUCTURE ELEMENTS
    OFF PAGE ELEMENTS
  • 12. Site Structure Elements
    Content
    Spiderability
    3 click rule
    < 100 links per page
    Load time and code placement
    URLs parsed by text readers
  • 13. On Page Elements
    Titles
    Meta tags
    Meta description
    Alt tags
    Keywords meta tag
    Semantic markup
    Link text
    Topic focus
  • 14. Off Page Elements
    Links
    Paid links
    Reciprocal links
    Natural links
    Social media
    Link bait
  • 15. Most Important Element
    Keywords
    ON PAGE ELEMENTS
    SITE STRUCTURE ELEMENTS
    OFF PAGE ELEMENTS
  • 16. Keywords
    Every SEO Tactic Begins with a
    Keyword
    Targeting the right keyword is absolutely vital.
  • 17. What Makes a Keyword Good?
  • 18. Keyword Relevance
    Good keywords describe the page content accurately and unambiguously
    Great keywords describe the page content in exactly the same way that a typical searcher would
  • 19. Keyword Relevance
    Which scenario is most likely to result in conversion to sale?
    10,000,000 people searching for “free mp3” are directed to a website that sells leather laptop shoulder bags
    30 people searching for “leather laptop shoulder bag” are sent to the same page
  • 20. The Art of Keywording
    Every “useful” page should have one primary keywordand 3-5 secondary keywords
    Primary keyword should be the single most descriptive term describing the page content that is also most likely to drive valuable traffic
    Keywording is a five step process
  • 21. 5 Steps to Keywording Success
    View the page as a potential customer would and choose the single term you think they would use to find that page
    Expand the keyword into as many variations as possible
    Test the keyword set for traffic potential
    Test the keyword set for competitiveness
    Rinse and repeat
  • 22. Keywording, Step 1
    Try to step outside yourself and think like a customer.
    Research your traffic logs to see what real people are using to find your site
    Research competitors to see what their customers are using
    Pick the one you think is best and write it down
  • 23. Keywording, Step 2
    Next to the term you have already written, make a list of all the variations you can think of, but be sure they are all relevant to the page
    Use a tool like Google AdWords Keyword Tool to expand the list
    Remove any terms that are irrelevant, ambiguous, or too general
  • 24. Keywording, Step 3
    If you used Google AdWords Keyword Tool in Step 2, note the traffic data they supplied next to each keyword
    Remove any keywords that have no or very little real traffic
    Choose the top traffic generators for Step 4
  • 25. Keywording, Step 4 (part 1)
    Run a search on each of the highest-traffic keywords in Google
    This number tells you how many other pages on the web are using your keyword. If there are millions, it may be a hard battle for top placement
  • 26. Keywording, Step 4 (part 2)
    Look at the top 10 search results. Do all or most of them sell the same thing you do?
    Also look at the paid AdWords. Are there lots of ads and do they sell the same thing you do?
    If so, you have a very competitive keyword.
  • 27. Keywording, Step 5
    Using the first 4 steps, continue working with your keyword list until you have refined it down to one “great” keyword for every page.
    Note:
    Your home page will likely be your best shot at branding. Product pages will probably work best with product names as keywords
  • 28. Zero In
    Match the type of keyword to the page level
    Branding keyword for the home page:
    Laptop Bags to Go
    Product group keywords for category pages:
    Leather shoulder bags
    Product name keyword for product pages:
    Bessie & Sons 14” leather shoulder bag (Brown)
  • 29. Using Your Keywords (where)
    Now you have keywords, where to put them?
    Page title
    Semantic markup (<h1>, <h2>, etc)
    URLs
    Meta tags
    Within content
    In alt tags
    In internal link text
    In external link text
  • 30. Using Your Keywords (Do!)
    Do use the exact keyword as your page title
    Create awesome content around keywords
    Do use slight variations as you salt keywords into semantic markup and page content
    Do use simplified keywords in URL, either as page file name, or folder name
    Do make your sites accessible to spiders
    Do use sitemaps
  • 31. Using Your Keywords (Don’t!)
    Don’t buy links. Google really hates it.
    Don’t use hidden text or hidden links.
    Don’t use “cloaking” or anything sneaky.
    Don’t steal content. Not just a bad idea, but illegal, too.
    Don’t overdo it. No matter how well you rank, your customers are human beings, not spiders!
  • 32. The only real trick to SEO is this:
    A search engine is really just another demographic. Understand what that market segment needs, and provide it and your web business will prosper.
  • 33. SEO = Google Rank
    Every one of the top ten Google results for “leather shoulder bag” show compelling evidence of having been search optimized. Where would your shoulder bag page rank?
  • 34. Google Rank = Sales Volume
  • 35. And Bob’s Yer Uncle
    So there you have it: SEO in a nutshell.
    You know you need it, so just go ahead and get started. If you haven’t got the time or inclination, hire a reputable SEO firm and let them do it. Here’s one you might like:
    http://www.speedoflightenterprises.com