Transcript of "Intro to search engine optimization"
Search Engine Optimization<br />A Speed of Light Enterprises Presentation<br />High search rankings free web traffic higher profits<br />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.<br />
Search Marketing<br />Definitions<br /><ul><li>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.
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.
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.
Search Engine Marketing (SEM) Service Provider: Agencies or individuals who assist companies with the various search engine marketing practices described above.</li></li></ul><li>Search Engine Optimization<br />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.<br />
SEO Trends 2004 vs 2009<br />2004<br />80% of advertisers ran SEO campaigns<br />$492 million spent on SEO<br />52% managed SEO in-house<br />2009<br />90% of advertisers ran SEO campaigns<br />$1.4 billion spent on SEO<br />87% managed SEO in-house<br />Source: Search Engine Marketing Professional Organization surveys of SEM agencies and advertisers, 2004 & 2009<br />
How Search Engines Work<br />Each search engine sends automated programs called “spiders” to crawl the web by following links looking for pages<br />Every page they find, they index by caching a copy of the page, and evaluating it according to algorithmic formulae (usually proprietary)<br />Every link they find, they follow (unless specifically asked not to)<br />
How Search Engines Rank<br />Every search engine has its own proprietary algorithmic formula(s)<br />Google’s search algorithm is believed to contain over 200 elements<br />Each element is “weighted” and the relative weights are regularly fine-tuned<br />
Some Google Ranking Elements <br />In no particular order and of unknown weight:<br />Age of domain<br />Page load time<br />Semantic hierarchy of keyword<br />Text emphasis of keyword<br />Frequency of keyword<br />Keyword in link text <br />Page Rank of originating link<br />
Google PageRank<br />PageRank (PR) is a registered trade mark of Google, Inc. <br />It refers to the calculated ranking score of any given page and is kept secret<br />PR that can be detected is a highly simplified and untrustworthy variation of the PageRank score<br />PR can be used as a rough estimate of a web page’s Google score<br />
Three Main SEO Strategies<br />ON PAGE ELEMENTS<br />SITE STRUCTURE ELEMENTS<br />OFF PAGE ELEMENTS<br />
Site Structure Elements<br />Content<br />Spiderability<br />3 click rule<br />< 100 links per page<br />Load time and code placement<br />URLs parsed by text readers<br />
Keyword Relevance<br /> Good keywords describe the page content accurately and unambiguously<br />Great keywords describe the page content in exactly the same way that a typical searcher would<br />
Keyword Relevance<br />Which scenario is most likely to result in conversion to sale?<br />10,000,000 people searching for “free mp3” are directed to a website that sells leather laptop shoulder bags<br />30 people searching for “leather laptop shoulder bag” are sent to the same page<br />
The Art of Keywording<br />Every “useful” page should have one primary keywordand 3-5 secondary keywords<br />Primary keyword should be the single most descriptive term describing the page content that is also most likely to drive valuable traffic<br />Keywording is a five step process<br />
5 Steps to Keywording Success<br />View the page as a potential customer would and choose the single term you think they would use to find that page<br />Expand the keyword into as many variations as possible<br />Test the keyword set for traffic potential<br />Test the keyword set for competitiveness<br />Rinse and repeat<br />
Keywording, Step 1<br />Try to step outside yourself and think like a customer. <br />Research your traffic logs to see what real people are using to find your site<br />Research competitors to see what their customers are using<br />Pick the one you think is best and write it down<br />
Keywording, Step 2<br />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<br />Use a tool like Google AdWords Keyword Tool to expand the list<br />Remove any terms that are irrelevant, ambiguous, or too general <br />
Keywording, Step 3<br />If you used Google AdWords Keyword Tool in Step 2, note the traffic data they supplied next to each keyword<br />Remove any keywords that have no or very little real traffic<br />Choose the top traffic generators for Step 4<br />
Keywording, Step 4 (part 1)<br />Run a search on each of the highest-traffic keywords in Google<br /> 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<br />
Keywording, Step 4 (part 2)<br />Look at the top 10 search results. Do all or most of them sell the same thing you do? <br />Also look at the paid AdWords. Are there lots of ads and do they sell the same thing you do?<br /> If so, you have a very competitive keyword.<br />
Keywording, Step 5<br />Using the first 4 steps, continue working with your keyword list until you have refined it down to one “great” keyword for every page.<br />Note:<br /> Your home page will likely be your best shot at branding. Product pages will probably work best with product names as keywords<br />
Zero In<br />Match the type of keyword to the page level<br />Branding keyword for the home page:<br />Laptop Bags to Go<br />Product group keywords for category pages:<br />Leather shoulder bags<br />Product name keyword for product pages:<br />Bessie & Sons 14” leather shoulder bag (Brown)<br />
Using Your Keywords (where)<br />Now you have keywords, where to put them?<br />Page title<br />Semantic markup (<h1>, <h2>, etc)<br />URLs<br />Meta tags<br />Within content<br />In alt tags<br />In internal link text<br />In external link text<br />
Using Your Keywords (Do!)<br />Do use the exact keyword as your page title<br />Create awesome content around keywords<br />Do use slight variations as you salt keywords into semantic markup and page content<br />Do use simplified keywords in URL, either as page file name, or folder name<br />Do make your sites accessible to spiders<br />Do use sitemaps<br />
Using Your Keywords (Don’t!)<br />Don’t buy links. Google really hates it.<br />Don’t use hidden text or hidden links.<br />Don’t use “cloaking” or anything sneaky.<br />Don’t steal content. Not just a bad idea, but illegal, too.<br />Don’t overdo it. No matter how well you rank, your customers are human beings, not spiders! <br />
The only real trick to SEO is this:<br /> A search engine is really just another demographic. Understand what that market segment needs, and provide it and your web business will prosper.<br />
SEO = Google Rank<br />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?<br />
And Bob’s Yer Uncle<br /> So there you have it: SEO in a nutshell.<br /> 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:<br />http://www.speedoflightenterprises.com<br />
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