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Gradberry Academy, SEO Lesson 1

Gradberry Academy, SEO Lesson 1

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Lesson1 SEO basics Lesson1 SEO basics Presentation Transcript

  • Gradberry Academy Lesson 1: Getting Started with SEOImage Source:http://www.fireflimedia.com/images/section_search_engine_marketing.png
  • SEO terminology • SEO =Search Engine Optimization – is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the SERP (search engine results page) -- including Google, Bing, Yahoo and other search engines. • Comprise of organic search listings • SEM = Search Engine Marketing – A form of Internet marketing where you pay for clicks, placements, and advertising for your website’s visibility. • Google Analytics = Service offering traffic measurement and interactive reporting for small and large sites, which includes visitor tracking, navigation analysis and traffic segmentation. • Comprise of paid listings The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO terminology The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved. View slide
  • SEO terminology The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved. View slide
  • SEO terminology The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO Vs SEM A Few factors to consider:Immediacy (how quickly you want your website to be on the SERP and Budget (is there a budget for a full- fledged SEM campaign?) Best practices: To use a combination of SEO and SEM strategies to maximize number of visitors being directed to the site. The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO terminology Search engines have two major functions - crawling & building an index, and providing answers by calculating relevancy & serving results. • Crawling: Through links, search engines’ automated robots, called “crawlers,” or “spiders” can reach the many billions of interconnected documents. • Indexing: Search engine indexing collects, parses, and stores data to facilitate fast and accurate information retrieval. An alternate name for the process in the context of search engines designed to find web pages on the Internet is web indexing. The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • Image source: http://thumbnails.visually.netdna-cdn.com/how-search-engines-work-nutshell-version_51031c668bfe0.pngThe Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO terminology Imagine the World Wide Web as a network of stops in a big city subway system. The search engines need a way to “crawl” the entire city and find all the stops along the way, so they use the best path available – links. The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO terminology Search engines are answer machines. It is both “relevance” and “importance” that the process of SEO is meant to influence. • To a search engine, relevance means more than simply finding a page with the right words. • Currently, the major engines typically interpret importance as popularity – the more popular a site, page or document, the more valuable the information contained in the site Popularity and relevance are determined by algorithms. The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO terminology • Linkbuilding: The process of establishing relevant, inbound links to your website which help your website achieve higher ranking with the major search engines and drive targeted traffic to your site. • Anchor text: Anchor Text is the visible, clickable text in a hyperlink. In modern browsers, it is often blue and underlined, such as this link to the gradberry homepage. The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO terminology • White Hat SEO: refers to the usage of SEO strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies. For example, a Web site that is SEO optimized, yet focuses on relevancy and organic ranking is considered to be optimized using White Hat SEO practices. Some examples of White Hat SEO techniques include using keywords and keyword analysis, backlinking, link building to improve link popularity, and writing content for human readers The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO terminology • Black Hat SEO: refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines rules. Some examples of Black Hat SEO techniques include keyword stuffing, invisible text and doorway pages. The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • Common Misconceptions About SEO • “We will improve your site visibility on search engines in 1 weeks time”, if you own google and Bing its quite possible to do this and if not, in some cases you wont be even able to index your home page in 1 week. • “The more money you give us the higher your page rank in the search engine”, this is a tricky one, while its possible to increase the visibility in the short term using Adwords and SEM, in the long term this is impossible even if you had wads of cash in hand. • “We guarantee your website will be #1 on google”, SEO company’s are usually boasting about how they have priority over everyone when it comes to pushing your website for submission on a search engine, well unfortunately they don’t, everyone uses Google Webmaster and the same submit URL system. • “We provide error free and genuine back linking”, anyone who’s trying so hard to sell you something is probably just faking it, they will probably post backlinks to your website on parked domains which will in the end just ruin your search rank • Look out for people making promises in SEO, you can’t promise anything in SEO it’s a time consuming process and the results vary from website to website, this solely depends on your websites content quality, structure and relativity. The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO Tools – Google Webmaster Google Webmaster tools is a free online service provided by google that helps you see what google thinks about your website in terms of search terms and structure. It can be accessed from https://www.google.com/webmasters/ ,all you need to sign up is a gmail account. Some of the features that Google Webmaster offers: • Configuring geographical targets • Viewing incoming search queries • Setting the crawl rates for the googlebot • Checking both internal and external links to your site • Detecting Malware (e.g if your site has been compromised with unwanted advertising) The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO Tools – Google Webmaster Below is a screen shot of the google webmaster dashboard The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO Tools – Google Trends Google Trends is a great tool that can help in preplanning your site content. Google Trends lets you see how often a particular search-term is entered relative to the total search-volume across various regions of the world. Some key metrics to look at in Google Trends: • Related Terms • Regional Interest • Forecasts • Hot Searches The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO Tools – Google Trends Below is an example of the google trend results dashboard: The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO Tools – Bing Link Submission Bing is ranked is the second most used search engine on the internet. While Bing also offers a webmaster tool just like google, you can easily submit links on http://www.bing.com/toolbox/submit-site-url . The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.
  • SEO Tools – Creating an XML Sitemap Google and Bing Webmaster tools both require a sitemap submission to increase search indexes. One of the fastest ways of creating a site map is using http://www.xml-sitemaps.com/ sitemap builder. It has 4 easy steps and generates your sitemap so that you can submit it onto your webmaster dashboard easily. The Gradberry Academy: Copyright Gradberry.com 2013: All Rights reserved.