Victoria EdwardsInternet Marketing Specialist–SEO/SMO LinkShare.comTwitter: @TallChickVicvedwards@linkshare.com<br />
Page 2<br />SEO + PPC = $$$$$<br />A recent MarketingSherpa study shows top organic positions are clicked 20 percent of the time and top paid-advertising positions are clicked 10 percent of the time. However, if a site has a top organic position and a top paid-advertising position, the links to the site are clicked 60 percent of the time. It's an unusual situation: 10 + 20 = 60.<br />
Page 3<br />What is SEO?<br />Search Engine Optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “organic" ("natural " or "algorithmic") search results.<br /> - Wikipedia <br />
Page 4<br />Strategy of SEO <br /><ul><li>Research your customers and demographics
Must be relevant to topic on page</li></li></ul><li>Page 9<br />Site Structure Meta Data<br /><ul><li>Meta Description - The meta description tag exists as a short description of a page's content. Search engines do not use the keywords or phrases in this tag for rankings, but meta descriptions are the primary source for the snippet of text displayed beneath a listing in the results.
Meta Keywords: Still given weight in some search engines. These are not seenon page (like meta description is seen in search engines) but they still carryweight. </li></li></ul><li>Page 10<br />Site Structure – Headings <br />Only one H1 per page<br /><ul><li>Title of your page eg. “5 Ways to Save Money”
Search engines will know what are the most important topics on the page</li></ul>H2 and so on<br />
Page 11<br />Site Structure - Web Design <br /><ul><li>If you want your site listed on search engines then make sure that you have correct HTML code.
Many search engines cannot properly catalog or index a site that has HTML errors.
Search engines may have difficulty crawling, indexing, and extracting the content of your site if you have broken HTML or a poorly structured codebase.
A lot of GOOD, optimized content is KEY!</li></li></ul><li>Page 12<br />Site Structure – Internal Linking<br /><ul><li>Tells search engines where your pages are within your site
Lets search engines know which pages are important
Anchor text tells search engines the topic of the destination page (example: movie reviews)
Link Text Must Be Relevant To Destination</li></li></ul><li>Page 13<br />Content – What is content?<br /><ul><li>Creating a content strategy means developing a keen understanding of what your customers need to know and delivering it in a compelling way.
Keywords research is a large part of your content strategy.
Content strategy forces you to think like your customer.
Less about sales and ALL about delivering a consistent message that is valuable and relevant.</li></li></ul><li>Page 14<br />Benefits of Organic Traffic <br />Pay Per Click = 25% of clicks<br />Organic / Natural results in 75% clicks<br /><ul><li> More search savvy
Users tend to click more on organic results traffic