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    Seo publishers-tall chickvic Seo publishers-tall chickvic Presentation Transcript

    • Victoria EdwardsInternet Marketing Specialist–SEO/SMO LinkShare.comTwitter: @TallChickVicvedwards@linkshare.com
    • Page 2
      SEO + PPC = $$$$$
      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.
    • Page 3
      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 “organic" ("natural " or "algorithmic") search results.
      - Wikipedia
    • Page 4
      Strategy of SEO
      • Research your customers and demographics
      • Perform competitive analysis
      • Make sure that your keywords are:
      • Relevant to your business
      • Searched often
      • Easilyranked in search engines
    • Page 5
      Site Structure
      • 301 redirects – Is your site being seen as one or more sites by search engines?
      • Metadata – Title, keyword tag and description tag
      • Headings – H1 – H6
      • Website design – Is your design search and spider friendly?
      • Internal linking
    • Page 6
      Site Structure - 301 redirects
      • If yoursite.com and www.yoursite.com are seen as two different sites, this creates duplicate content
      • Resolution: 301 permanent redirects
      • Tells the search engines to focus all content and inbound links under one domain
      • Used for individual pages
    • Page 7
      Site Structure - Metadata
      • Consists of title tag, description tag and keyword tag
      • Unseen information embedded in a web page
      • Basic SEO technique often overlooked
    • Page 8
      Site Structure - Title Tags
      • Primary on page SEO tactic
      • Used as anchor text in search engine results
      • Limit length to 65 characters (including spaces) or less
      • Incorporate keyword phrases
      • Must be relevant to topic on page
    • Page 9
      Site Structure Meta Data
      • 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.
    • Page 10
      Site Structure – Headings
      Only one H1 per page
      • Title of your page eg. “5 Ways to Save Money”
      • HTML Tag
      • H1, h2….h6
      • H1 has the most weight on this area
      • Important keywords should be placed here within H1 tag
      • Gives your reader a quick way to scan pages
      • Tells reader what page is about
      • Search engines will know what are the most important topics on the page
      H2 and so on
    • Page 11
      Site Structure - Web Design
      • 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 can't read FLASH, DHTML, JavaScript or AJAX.
      • 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!
    • Page 12
      Site Structure – Internal Linking
      • 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
    • Page 13
      Content – What is content?
      • 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.
    • Page 14
      Benefits of Organic Traffic
      Pay Per Click = 25% of clicks
      Organic / Natural results in 75% clicks
      • More search savvy
      • Users tend to click more on organic results traffic
      • Results are more stable vs PPC
      • Takes YOUR effort and time but is a cost free effort
      • SEO clicks convert at about a 25% higher rate than PPC clicks (BusinessWeek)
    • Victoria Edwards, SEO/Social Media LinkShare.comTwitter: @TallChickVicvedwards@linkshare.com