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Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
Search Engine Optimization
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Search Engine Optimization

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Search Engine Optimization and Placement presentation. Covers topics from "Before you start" to "After you build your site".

Search Engine Optimization and Placement presentation. Covers topics from "Before you start" to "After you build your site".

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Transcript

  1. Search Engine Optimization Giovanny Gutierrez Saturday, May 8, 2010
  2. Search Engine Optimization Introduction Saturday, May 8, 2010
  3. Search Engine Optimization Target Audience • Webmasters • Art directors • Business owners • Programmers • Marketing & sales professionals • Teachers & students Saturday, May 8, 2010
  4. Search Engine Optimization Breakdown Before you build Building better Web pages Page design workarounds After your site is built What not to do Saturday, May 8, 2010
  5. Search Engine Optimization “If you’re out of site, you’re out of mind.” Saturday, May 8, 2010
  6. Search Engine Optimization Before You Build Saturday, May 8, 2010
  7. Search Engine Optimization Search Linking Rings Saturday, May 8, 2010
  8. Search Engine Optimization Search Linking Rings Searches Saturday, May 8, 2010
  9. Search Engine Optimization Search Linking Rings Searches Web Pages Saturday, May 8, 2010
  10. Search Engine Optimization Search Linking Rings Searches Search Engines Web Pages Saturday, May 8, 2010
  11. Search Engine Optimization Search Linking Rings Keywords Keywords (No Control) (Control!) Searches Search Engines Web Pages Saturday, May 8, 2010
  12. Search Engine Optimization • Why search engine visibility is important • Understanding the search services • Search engines • Web directories • Research your competitors • Alexa.com Saturday, May 8, 2010
  13. Search Engine Optimization “It takes how long?” • Train your boss, clients, etc... • Patience is success • Trial and error • Learning curve • Research Saturday, May 8, 2010
  14. Search Engine Optimization “SEM Benefits” • Search engines represent a very unique medium, which allows you to precisely target an interested audience. • In other media, the audience is looking at something, and your advertisement is a distraction. • Searchers are looking for something, and are far more likely to respond to an appropriately targeted offer.  Saturday, May 8, 2010
  15. Search Engine Optimization “SEO - Pros” • Leverage your site’s natural advantages – content, popularity, linking relationships • Can deliver substantial benefits at a very low cost, especially for a “content rich” site • Requires minimal ongoing activity for most sites • Initial investment in SEO can pay off for years to come Saturday, May 8, 2010
  16. Search Engine Optimization “SEO - Cons” • SEO influences, but does not control, the search engine results - there are no guarantees. • Delayed results - after the initial SEO effort, expect to wait at least 2-3 months for traffic. • Some modifications to site are required; A professional SEO consultant can help find the best path to results and ROI. • Poorly executed SEO campaigns can lead to search engine penalties and long term harm to the organization’s online presence. Saturday, May 8, 2010
  17. Search Engine Optimization “PPC - Pros” • Predictability - maintain control of costs, operate under a fixed or variable budget. • Immediate and predictable results - start advertising today, get traffic today. • Geo-targeting: the ability to restrict advertising to local markets, or to different geo regions. • Tracking ROI is relatively easy. Feedback from PPC campaign results drives ROI higher over time, and can even help with SEO strategy. • With a well designed site in place, minimal changes are required - just add landing pages. Saturday, May 8, 2010
  18. Search Engine Optimization “PPC - Cons” • ROI is heavily dependent on the ability to convert traffic into sales. • Requires an ongoing commitment to measuring, managing, and refining the campaign. • Traffic can be brought in immediately, but optimizing and refining a campaign takes time. • Depending on the scope of the campaign, developing creatives can be expensive. • PPC may be more expensive than SEO, effective PPC campaigns can cost less. Saturday, May 8, 2010
  19. Search Engine Optimization “SEM Process” Business Assessment Keyword Research and Selection Pay-Per-Click Website Optimization Link Building Saturday, May 8, 2010
  20. Search Engine Optimization Building Better Web Pages Saturday, May 8, 2010
  21. Search Engine Optimization “If you build it, they will come.” Saturday, May 8, 2010
  22. Search Engine Optimization Text Component • Text must be visible, copy & paste • Headings • Body Copy Saturday, May 8, 2010
  23. Search Engine Optimization Text Component • Keyword placement • Title tag (5-10 words) • Meta tags • Meta revisit • Broad keywords - use phrases • Geo-targeted keywords Saturday, May 8, 2010
  24. Search Engine Optimization Text Component • Body text • Calls to action • Headings • Alternative text • File names • Keyword density Saturday, May 8, 2010
  25. Search Engine Optimization Link Component • Hypertext links • Absolute vs. relative links • Javascript • Image maps • Drop-down menus • Dynamic generated URLs • Sitemap Saturday, May 8, 2010
  26. Search Engine Optimization Popularity Component • Link popularity • Industry specific sites • Local search engines • Professional associations • Education institutions • Click-thru popularity • Sponsored Links Saturday, May 8, 2010
  27. Search Engine Optimization “No Search Engine is an Island.” Saturday, May 8, 2010
  28. Search Engine Optimization Saturday, May 8, 2010
  29. Search Engine Optimization Tools of the Trade • Google Adwords/Suggests • Word tracker • Visual thesaurus • Marketleap.com • Web searches and who is Saturday, May 8, 2010
  30. Search Engine Optimization Page Design Workarounds Saturday, May 8, 2010
  31. Search Engine Optimization • External Scripts • Javascript/DOM • External CSS • No Frames • <noscript> & <noframes> tag • No Splash pages • No Flash sites • siFR • Dynamic Web Pages Saturday, May 8, 2010
  32. Search Engine Optimization After Your Site Is Built Saturday, May 8, 2010
  33. Saturday, May 8, 2010
  34. Search Engine Optimization “Become an active web user, not a passive user.” Saturday, May 8, 2010
  35. Search Engine Optimization Popularity Component • SEO/PPC • Paid submissions • Blog • Social Media Saturday, May 8, 2010
  36. Search Engine Optimization Submission Checklist • Broken links? • Contact info? • Validated? • Privacy & return policy & guarantee? • Current copyright notice? • Unnecessary plug-ins? • Site map/robots.txt? Saturday, May 8, 2010
  37. Search Engine Optimization Submission Checklist • Optimized graphics? • Spell checked content? • Add tracking? • Narrow & regional keywords? • Unique titles? • External Javascript & CSS? Saturday, May 8, 2010
  38. Search Engine Optimization Submission Checklist • Monitoring your site • Top referring URLs • Top search phrases • Top entry pages • Top paths’ through site • Google analytics & Webmaster tools • Heat map • Ex: Crazyegg.com Saturday, May 8, 2010
  39. Search Engine Optimization What NOT To Do Saturday, May 8, 2010
  40. Search Engine Optimization • Spamdexing • Unrelated keywords (Britney, sex) • Keyword stacking/stuffing • Hidden text, tiny text & hidden links • Link farms/Web rings • Page swapping/jacking & redirects Saturday, May 8, 2010
  41. Thank You www.SERankr.com Saturday, May 8, 2010

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