Seo publishers-tall chickvicPresentation 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
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?
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”
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 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