Upcoming SlideShare
Loading in...5




SEO (Search Engine Optimization) is, as the name implies, the optimization of a website for the search engines. This involves making a website search engine “friendly”, using proper linking ...

SEO (Search Engine Optimization) is, as the name implies, the optimization of a website for the search engines. This involves making a website search engine “friendly”, using proper linking techniques to aid the spiders in determining your site’s relevance and optimizing offsite strategy for affecting natural placement.



Total Views
Slideshare-icon Views on SlideShare
Embed Views



0 Embeds 0

No embeds



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

    Seo Seo Presentation Transcript

    • Introduction to SEO
    • Websites – A Marketing Tool
      • Can be a powerful communication tool along with traditional print & broadcast media
      • Used to promote or sell products & services, or to inform target audiences
      • Sites are only beneficial if the audience is aware of it or can easily find it
        • About 50% of browsers use search engines, the other half type in the URL directly
    • Marketing Approach
      • “ Organic” search engine listings
          • Free listings provided by Google, Yahoo!, MSN
          • Utilize “spider” or “crawler” to index page content
      • Search directory listings
          • Doesn’t use crawlers. Humans categorize and index your site URL and a short description
          • Yahoo! is fee-based, Open Directory Project is free
      • Paid listings - $$$
          • Called “pay-per-click” campaigns
          • Buy your way to the top of the search results page
          • Unlike organic, results are guaranteed
    • Marketing Approach
      • Recommendation is to follow a diversified approach by using a combination of all three areas for the best results.
      • This is known as Search Engine Marketing (SEM)
    • Search Engine Introduction
      • No guarantees with search engines
      • Best practices and guidelines will help
      • There are no specific details since they could be exploited
      • The process of analyzing and making changes to a website to improve search rankings is called Search Engine Optimization, or SEO.
    • Search Engine Introduction
      • Consider search engines design BEFORE building site.
      • But remember, a website is intended for HUMAN audiences, not search engines.
    • Organic Best Practices
      • Research & select keywords/phrases
        • What people type into engines
        • One study shows 56% of searchers use 2-3 word keyword phrases
      • Keyword research tools:
          • Log analyzer software (e.g. WebTrends)
          • ($)
          • (free)
          • Google AdWords (free with account)
      • Place keywords prominently in page copy, titles, <META> description tags.
    • Organic Best Practices
      • Design a user-friendly site that is searchable
      • Use with caution: Javascript, flash, DHTML, frames, cookies, session IDs, more than 3 URL parameters
      • Always have 2 forms of navigation: user and search engine
      • Avoid excessive URL depth: more than 3 to 4 levels
      • Tailor search terms and web pages for your audience
      • Site should have: Home, FAQ/Help, About Us, Contact Us, Site Map, Links/Resources, Products/Services (when appropriate)
      • Each page needs a unique, focused title relevant to the content and incorporates keywords. Don’t use company name.
      • Get links to your site on other RELEVANT sites.
    • Organic Best Practices
      • Do NOT spam the search engines or you could be banned!
      • Keyword stacking or stuffing, unrelated keywords
      • Hidden text and links, tiny text (under 10pt)
      • Duplicating pages and sites (same content, different URLs)
      • Doorway/Gateway/Ghost pages – overly optimized, well-ranked pages that redirect to “real” site.
      • Page redirects (with Refresh Meta tag)
      • “ Link farms” used to increase link popularity scores
    • Directory Listings Intro
      • Before search engines, Yahoo! search directory was the only game in town
      • A “directory” differs from an “engine” in that it doesn’t index web pages or content.
      • Human editors review submitted site & put it in a category/subcategory structure
      • Only the URL and short description is recorded
      • Yahoo! is $300/year, Open Directory Project is free (ODP feeds Google).
    • Directory Best Practices
      • Choose a very specific category and subcategory in the directory
      • Locate your competitors in the directory
      • Register with “second tier” directories. They offer specialty or niche listings.
    • Paid Advertising Intro
      • With pay-per-click (PPC), you pay each time someone clicks on your ads
      • Two major (& most expensive) players are Overture (owned by Yahoo!) and Google AdWords
      • Smaller players are FindWhat, Espotting
      • Start an account w/credit card, create word ad, bid on ad keywords in auction
      • Lots of ads? Mgmt tools available
    • PPC Best Practices
      • Calculate what a “click” is worth to your company before PPC campaign
      • Be aware: about 20% of browsers don’t trust ads and won’t click on them
      • Review & follow PPC guidelines
        • Do not use superlatives (such as greatest, largest, best, etc.), all capital letters, or exclamation points.
        • Do not put contact information such as phone numbers or e-mail addresses in the ad.
        • Make sure the ad matches the site content.
    • Sample Site Analysis
    • Sample Site Analysis
    • Sample Site Analysis Page Area Description / Recommendation Page Title All page titles are “Aegis Metal Framing.” Each page should have a unique, focused title relevant to the content and should incorporate specific keywords. Make the title read like a newspaper headline. Don’t target your company name. Section A These navigation buttons are graphics and will not be read by the crawlers. Include a second, text navigation system at the bottom of the page for the crawlers. Section B This is the only text on the home page that the crawler can read. Unfortunately it is a 9 point font. Some search engines consider very small fonts (below 10 point) to be spam and will ignore it. The font should be increased to 10 or 11 point. Section C This is the site navigation menu. All items are graphics (rather than text) and are ignored by the crawlers. Include a second, text navigation system at the bottom of the page for the crawlers. Section D This company contact information is important, but it isn’t indexed since it is a graphic. This should be changed to plain text.
    • Resources
      • Search engine syntax and extras
        • “”. Shows what the engine has in the index for the site.
        • “ define:your_word”. Searches web for definitions.
        • Built-in calculator. Type in your calculation on the search bar and press Enter. (e.g. 7*25+33)
        • Package tracker. Enter your package tracking number (FedEx, UPS, USPS) for a status.
        • Stock price check. Enter stock symbol.
        • Street maps. Type in US address w/ city or zip.
        • For a list of Google operators see:
    • Resources
      • Search engine guidelines
        • Google:
        • Yahoo!:
        • MSN:
      • Open Directory Project
      • Search Engine Watch – tips, articles, news