Search Engine Optimization

  • 1,697 views
Uploaded on

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".

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,697
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
0
Comments
0
Likes
10

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

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