Your SlideShare is downloading. ×
0
The Secrets of Search Engine Optimization
The Secrets of Search Engine Optimization
The Secrets of Search Engine Optimization
The Secrets of Search Engine Optimization
The Secrets of Search Engine Optimization
The Secrets of Search Engine Optimization
The Secrets of Search Engine Optimization
The Secrets of Search Engine Optimization
The Secrets of Search Engine Optimization
The Secrets of Search Engine Optimization
The Secrets of Search Engine Optimization
The Secrets of Search Engine Optimization
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The Secrets of Search Engine Optimization

1,199

Published on

One of Intuit's marketing gurus put together this presentation -- the Secrets of SEO -- to help Small Businesses highlight their products and services better. …

One of Intuit's marketing gurus put together this presentation -- the Secrets of SEO -- to help Small Businesses highlight their products and services better.
Enjoy
Scott
www.quickbooksgroup.com

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,199
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
55
Comments
0
Likes
0
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 101: An Introduction to Search Engine Optimization Presented by: Brian Kleisner Intuit Global Search Marketing July 23, 2008
    • 2. Paid Vs. Organic Search Results According to Nielson / Net Ratings, 46% of Web sites are found through search, and 55% of all online purchases result from Web sites found through search engines. Savvy SEO professionals think about content creation as writing for this audience . Paid Search Results (sponsored) Organic Search Results (natural)
    • 3. For More Information on Paid Search… http://adwords.google.com/select/Login http://searchmarketing.yahoo.com/index.php
    • 4. How Do Search Engines Work? <ul><li>Search engines collect all of the words on each web page taking note of </li></ul><ul><ul><li>Where they are placed on the page and </li></ul></ul><ul><ul><li>How they are formatted </li></ul></ul><ul><li>The engines don’t think, they simply use pattern matching and scoring attributes </li></ul><ul><li>Search engines look at all of the pages on the web and take note of </li></ul><ul><ul><li>How they are connected </li></ul></ul><ul><ul><li>The themes running through them </li></ul></ul>
    • 5. On Page Influencers of Search Results <ul><li>Page Title </li></ul><ul><ul><li>The single most important element on a web page for SEO </li></ul></ul><ul><ul><li>Each page should have an unique title </li></ul></ul><ul><li>Description Meta tags </li></ul><ul><ul><li>May appear in the search results snippet </li></ul></ul><ul><ul><li>Should utilize important keywords </li></ul></ul><ul><ul><li>Each page should have an unique description </li></ul></ul><ul><li>Header tags </li></ul><ul><ul><li>Provide additional information to the search engine of what the page is about </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Must include keywords </li></ul></ul><ul><ul><li>The first 250 words are the most important </li></ul></ul>
    • 6. The Importance of Page Titles Page Title
    • 7. The Importance of Page Titles This is how page titles appear in search results Does this search result inspire your confidence that this website will meet your needs? Compare this result to this one. Which one better meets your request as a searcher?
    • 8. The Importance of Description Tags Compare this description to this one. Which one better describes what you are looking for? Does this description inspire your confidence that this website will meet your needs?
    • 9. The Importance of Header Tags <ul><li>Header tags help the search engines understand what the page is about much like a headline in a newspaper. </li></ul><ul><li>Header tags also help tie the page content to the page title. </li></ul>
    • 10. Content - Writing Tips for Search <ul><li>Do your keyword research. Think like your audience and be specific. </li></ul><ul><li>Look at each page in your site — what words do you think are relevant for each page? Now look again at the pages — are you actually using these words? </li></ul><ul><ul><li>Try searching your own site for these words. If you can't find them, search engines won't. </li></ul></ul><ul><li>Choose one keyword phrase that is targeted for each page </li></ul><ul><li>Include each keyword phrase three to four times each within your copy — more if it makes sense. If your text sounds “awkward” to you, slice your keyword phrase usage. </li></ul><ul><li>Use the exact term — “small business accounting software” is not the same as “accounting software for small business.”. </li></ul><ul><li>The first 250 words on a page are the most important. Search engines prefer body text that contains 300 to 500 words per page. The longer the better opportunity for keyword placement that sounds good — your text always needs to sound natural. </li></ul>
    • 11. Search Engine Optimization (SEO) Levers SEO Basics = <ul><li>On Page Factors </li></ul><ul><li>Title Tag </li></ul><ul><li>Description Tag </li></ul><ul><li>Keywords in Body </li></ul><ul><li>Heading Tags </li></ul>+ <ul><li>Avoid Unethical </li></ul><ul><li>SEO </li></ul><ul><li>Hidden Text </li></ul><ul><li>Duplicate Content </li></ul><ul><li>Link Farms </li></ul>+ <ul><li>Keyword Research </li></ul><ul><li>Search volume </li></ul><ul><li>Competitiveness </li></ul><ul><li>Relativity </li></ul>+ <ul><li>Link Building </li></ul><ul><li>Navigation </li></ul><ul><li>Internal </li></ul><ul><li>External </li></ul>
    • 12. To Learn More <ul><li>Search Engine Optimization Blogs </li></ul><ul><ul><li>www.seomoz.org </li></ul></ul><ul><ul><li>www.searchengineland.com </li></ul></ul><ul><ul><li>www.searchenginewatch.com </li></ul></ul><ul><li>Books </li></ul><ul><ul><li>Moran, M. and Hunt, B. (2008) Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2d Edition). Upper Saddle River, NJ: IBM Press. </li></ul></ul>

    ×