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 t...
Page 3<br />What is SEO?<br />Search Engine Optimization (SEO) is the process of improving the volume or quality of traff...
Page 4<br />Strategy of SEO <br /><ul><li>Research your customers and demographics
Perform competitive analysis
Make sure that your keywords are:
Relevant to your business
Searched often
Easilyranked in search engines</li></li></ul><li>Page 5<br />Site Structure<br /><ul><li>301 redirects – Is your site bei...
Metadata – Title, keyword tag and description tag
Headings – H1 – H6
Website design – Is your design search and spider friendly?
Internal linking</li></li></ul><li>Page 6<br />Site Structure - 301 redirects <br /><ul><li>If yoursite.com and www.yours...
Resolution: 301 permanent redirects
Tells the search engines to focus all content and inbound links under one domain
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Seo publishers-tall chickvic

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Seo publishers-tall chickvic

  1. 1. Victoria EdwardsInternet Marketing Specialist–SEO/SMO LinkShare.comTwitter: @TallChickVicvedwards@linkshare.com<br />
  2. 2. 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 />
  3. 3. 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 />
  4. 4. Page 4<br />Strategy of SEO <br /><ul><li>Research your customers and demographics
  5. 5. Perform competitive analysis
  6. 6. Make sure that your keywords are:
  7. 7. Relevant to your business
  8. 8. Searched often
  9. 9. Easilyranked in search engines</li></li></ul><li>Page 5<br />Site Structure<br /><ul><li>301 redirects – Is your site being seen as one or more sites by search engines?
  10. 10. Metadata – Title, keyword tag and description tag
  11. 11. Headings – H1 – H6
  12. 12. Website design – Is your design search and spider friendly?
  13. 13. Internal linking</li></li></ul><li>Page 6<br />Site Structure - 301 redirects <br /><ul><li>If yoursite.com and www.yoursite.com are seen as two different sites, this creates duplicate content
  14. 14. Resolution: 301 permanent redirects
  15. 15. Tells the search engines to focus all content and inbound links under one domain
  16. 16. Used for individual pages</li></li></ul><li>Page 7<br />Site Structure - Metadata<br /><ul><li>Consists of title tag, description tag and keyword tag
  17. 17. Unseen information embedded in a web page
  18. 18. Basic SEO technique often overlooked</li></li></ul><li>Page 8<br />Site Structure - Title Tags<br /><ul><li>Primary on page SEO tactic
  19. 19. Used as anchor text in search engine results
  20. 20. Limit length to 65 characters (including spaces) or less
  21. 21. Incorporate keyword phrases
  22. 22. 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.
  23. 23. 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”
  24. 24. HTML Tag
  25. 25. H1, h2….h6
  26. 26. H1 has the most weight on this area
  27. 27. Important keywords should be placed here within H1 tag
  28. 28. Gives your reader a quick way to scan pages
  29. 29. Tells reader what page is about
  30. 30. Search engines will know what are the most important topics on the page</li></ul>H2 and so on<br />
  31. 31. 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.
  32. 32. Many search engines cannot properly catalog or index a site that has HTML errors.
  33. 33. Search Engines can't read FLASH, DHTML, JavaScript or AJAX.
  34. 34. Search engines may have difficulty crawling, indexing, and extracting the content of your site if you have broken HTML or a poorly structured codebase.
  35. 35. 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
  36. 36. Lets search engines know which pages are important
  37. 37. Anchor text tells search engines the topic of the destination page (example: movie reviews)
  38. 38. 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.
  39. 39. Keywords research is a large part of your content strategy. 
  40. 40. Content strategy forces you to think like your customer.
  41. 41. 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
  42. 42. Users tend to click more on organic results traffic
  43. 43. Results are more stable vs PPC
  44. 44. Takes YOUR effort and time but is a cost free effort
  45. 45. SEO clicks convert at about a 25% higher rate than PPC clicks (BusinessWeek)</li></li></ul><li>Victoria Edwards, SEO/Social Media LinkShare.comTwitter: @TallChickVicvedwards@linkshare.com<br />

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