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Seo Presentation Feb2010

Seo Presentation Feb2010



SEO 101

SEO 101



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    Seo Presentation Feb2010 Seo Presentation Feb2010 Presentation Transcript

    • SEO and the Startup: What is SEO and why should you care?
    • What is SEO?
      • Search engine optimization ( SEO ) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid ("organic" or "algorithmic") search results. As an Internet marketing strategy, SEO considers how search engines work and for what people search.
      • Source: Wikipedia
    • What is SEM?
      • Search engine marketing ( SEM) is a form of Internet marketing that seeks to promote Web sites by increasing their visibility in search-engine result pages (SERPs) through the use of paid placement, contextual advertising, paid links and paid inclusion.
      • Source: Wikipedia
    • Paid vs. Organic Search
    • Why care about SEO?
      • US Internet users spend an average of 17 hours per week online.
      • 65% of Internet users look for information about various products and services on the Internet and buy online
      • 22% of users have a specific search engine dedicated as their home page. 
      • 66% of Internet users make purchases online.
      • 52% of Internet users do not click on online ads.
      • 2009 study by the University of South Carolina’s Center for the Digital Future
    • “ I will see results immediately.”
      • Truth: SEO is no guarantee, and it takes time.
      • Establish relevancy
      • Participate
      • Remain fresh
      • Age is power
    • “ I can buy my way to the top”
      • Truth: Pay Per Click (PPC) is not SEO
      • Quick fix
      • Way to drive new traffic
      • Way to consistently feed new visitors to your site
      • The parameters for search rankings are always in flux, so you need to constantly be working on SEO.
    • “ It’s all about keywords.”
      • Truth: SEO is a multi-tiered strategy that is always in flux.
      • Page Rank
      • Page Speed
      • Hits
      • Relevancy
      • Frequency
      • Bookmarks
      • Programming elements
      • Links
      • Listings
      • Keywords
      • URL Structure
      • Domain redirects
    • Keyword Tool
      • https://adwords.google.com/select/KeywordToolExternal
    • What is Page Rank & how do I improve it?
      • PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important".
      • Google ranks on 0-10 scale
      • Number of inbound links + Page Rank of inbound linked pages
      • Relevance of search words on page and actual page visits
    • Search Ranking = Relevance * PageRank
      • 0-3:  New sites or sites with very minimal links
      • 4-5:   Popular sites with a fair amount of inbound links
      • 6:   Very popular sites that have hundreds of links, many of them quality links
      • 7-10:   Usually media brands (NYTimes.com), big companies or A-list bloggers.
      • Source: Hub Spot
    • Bookmarking Sites + Listings
      • Bookmarking sites
      • Digg
      • Delicious
      • Technorati
      • Networked Blogs
      • Loaded Web
      • Industry Directories
      • Listings
      • Google Local Business Center
      • Yelp
      • Yahoo! Local Features
      • Bing Listings
      • Merchant Circle
      • Insider Pages
      • Yellow Pages
      • Super Pages
    • How to acquire hits?
      • Blog: Have a Web site news page and post to it regularly – no less than once per month.
      • Social Media:
      • Use Facebook, Twitter, LinkedIn, YouTube etc. to link people to your site
      • Participate in industry-related blogs establishing your expertise and linking back to articles you’ve already written
      • Bookmark articles and make “list” stories that people will also want to index
      • Email Marketing
      • Build your database and send regular email blasts with relevant information to your clients
      • Use sophisticated email marketing software that allows segmenting
      • Track results and analyze data
      • PPC
      • Links
      • Listings
    • In the Land of Code
      • Title Tags
      • Description Tags
      • Header Tags – not images
      • URL Structure
      • Domain Redirect
      • Navigation
      • Flash Elements – use sparingly
      • Name Images
      • Submit Site Maps
      • Add Google Analytics – it’s free!
      • Small File Sizes – increase speed
    • Title & Description Tags
      • Unique title tags for each page – 70< characters
      • Unique , relevant content description for each page – 150< characters
    • URL Structure
      • Bad Structure
      Good Structure
    • Google Analytics
    • Selecting an SEO Team
      • The Keyword Confusion Red Flag: An SEO company provides you with keywords. 
      • The Minimum Red Flag: SEO firm is more than optimizing a few pages of your site…every page should be treated as a homepage. 
      • The No References Red Flag
      • The Guarantee Red Flag: If your SEO firm guarantees that your web site will have high search engine rankings or a high number of leads, they’re lying.
      • The Opaque Red Flag: Hidden practices are a tip-off.
      • The “Get ‘er Done” Red Flag: Beware of firms claiming SEO is a “one-time thing.” 
      • Source: Finding The Company That Gets You Found On The Web by JoAnna Dettmann and Kaysha Kalkofen, tSunela
    • Helpful Links
      • Google Keywords Tool
      • https://adwords.google.com/select/KeywordToolExternal
      • Google Webmaster Tool
      • http://www.google.com/webmasters/
      • Bing Webmaster
      • http://www.bing.com/webmaster
      • Yahoo Site Explorer (Webmaster tool)
      • http://siteexplorer.search.yahoo.com/
      • Hub Spot’s Website Grader – a good starting point but not foolproof
      • http://websitegrader.com/
      • Google Page Speed Tool
      • http://code.google.com/speed/page-speed/
      • Yahoo! Page Speed Tool
      • http://developer.yahoo.com/yslow/
      • SEOMoz
      • http://www.seomoz.org/mozbar