SEO Basic Seminar

UNDERSTANDINGSEARCH ENGINE OPTIMIZATION

TOPICS The Search LandscapeHow Search Engines Work What is SEO?Building Accessible Sites Link Building StrategiesSocial Media Optimization

POPULAR SEARCH ENGINES

100 Billion Searches Each Month!

Search Engines Stats October 2011

What is a Search Engine? A huge database which is used to search for information within aparticular term, phrase or text specified by the user.There are three aspects to a search engine: crawling, indexing, and searching.

How Search Engine Works?• Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database• Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content

Crawling and Indexing Without links, theengines might never find this page

How Search Engine Works?• Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real- time)

Organic Vs Paid SearchPaidOrganic

Organic Vs Paid Search10% of Clicks90% of Clicks

Click – Through Rates

How Search Engine Works?• Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors

How Search Engines Work

What is Search Engine Optimization?– Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.

Why is SEO Important?• 85% of all traffic on the internet is referred to by search engines• 90% of all users don’t look past the first 30 results (most only view top 10)• Websites aren’t indexed because they are generally poorly optimized.• Cost-effective advertising.• Clear and measurable ROI.• Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Sales/Leads

SEO Algorithm• Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments.• The SEO algorithm is constantly changed, tweaked & updated.• Websites and documents being searched are also constantly changing• Varies by Search Engine – some give more weight to on-page factors, some to link popularity.

Mission #1“View your website through the eyes of SEARCH ENGINES”

ON – PAGE SEO• View > Source (HTML code and Content)

Title Tags

Meta Descriptions

Image Alt AttributesGood keyword usage in the alt tag

Search Friendly URLswww.seogeekster.com/seo/seo-blogging-tips Keywords in page name,Single domain separated by hyphen Shallow folder structure with relevant words

Search UN-Friendly URLsXyz3.seogeekster.com/a/?q=31z&mg=vv7z&sd=8 No keywords in the URL string Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters

ON – PAGE SEO• Title tags <title> #3• Header tags <h1> #5• ALT image tags #4• Content, Content, Content (Body text) <body> #1• Hyperlink text #6• Keyword frequency & density #2

OFF – PAGE SEO• Link Popularity (“votes” for your site) – adds credibility #2 • Anchor text #1

Anchor Text

OFF – PAGE SEO• Link Popularity – refers to the number of links pointing to and from related sites and is an extremely important method of improving your sites relevancy in search engines.

LINK POPULARITY• Inbound/Incoming link - refers to links from other related sites pointing to your site .• Outbound/Outgoing link - refers to links pointing to other related sites from your site.

LINK BUILDING• a term that describes the efforts of a web designer to add links to his/her website in other sites. • 3 ways: One Way Reciprocal/ Link Exchange/Two Way Three Way

Other Forms of LINK BUILDINGContextual Link Building – placing links in the content in such a way that the readers are enticed to click on it.

Other Forms of LINK BUILDINGBlog Commenting – Leaving relevant andattractive comment on a certain blog post.

Other Forms of LINK BUILDINGSocial Bookmarking - method to organize,store, manage and search for bookmarks of resources online.

Other Forms of LINK BUILDINGLink Baiting - is any content or feature, within a website, designed specifically to gain attention or encourage others to link to the website.

Other Forms of LINK BUILDINGProfile Linking- creating profiles to various social media sites where you could place your link in your profile.

Other Forms of LINK BUILDINGSocial Media Optimization - Boosting webpresence to Facebook, Twitter, LinkedIn and Google+.

Good SEO Strategy• Research desirable keywords and search phrases (WordTracker, Overture, Google AdWords)• Identify search phrases to target (should be relevant to business/market, obtainable and profitable)• “Clean” and optimize a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.• Help in writing copy to appeal to both search engines and actual website visitors.

Good SEO Strategy• Study competitors (competing websites) and search engines.• Implement a quality link building campaign.• Add Quality content.• Help in writing copy to appeal to both search engines and actual website visitors.• Constant monitoring of rankings for targeted search terms.

Algorithmic Ranking Factors

? Kira PermunianTwitter @kirapermunian www.seogeekster.com

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SEO Basic Seminar

by Kira Permunian on Dec 05, 2011

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SEO Basic Seminar — Presentation Transcript