Search Engine Optimizationby Steve Wiideman<br />
Introduction to<br />Search Engine<br />Optimization<br />
About Steve Wiideman<br />Corporate Search Marketer for Disney, Expedia, & Ticketmaster companies<br />Consultant for bran...
What is SEO?<br />A method of achieving higher ranking in Google, Bing and other search engines<br />A way of gaming web s...
3 Principles of SEO<br />Relevance to Query<br />Popularity / Citations<br />User Choice / User Behavior<br />CLICK<br />C...
Principle 1 – Relevancy<br />Finding & Tracking Important Terms<br />Creating Quality, ‘Linkable’ Content<br />
Organizing Your Keywords<br />Consider behavior cycles<br />Broad terms are competitive & ambiguous (be the best result)<b...
Keyword Research Exercise<br />Use the Google AdWords Keyword Tool to find:<br />5 high-volume, highly competitive terms<b...
Create Linkable, Shareable, Addictive Content<br />Remember, the search engines want to return the best search result. <br...
Principle 2 – Popularity<br />Links & Mention<br />Social Media<br />
Finding Great Links<br /> Start with vendors and partners<br /> Give to receive (discounts? )<br /> Get featured in indus...
Principle 3 – User Choice<br />
Click-Through Rate (CTR)<br />Google records every search<br />Google records every click<br />Google records every return...
Principle 3 – User Choice<br />Amazon uses several basic sales principles<br />to prevent visitors from leaving.<br /><ul>...
 Limited time shipping offers  (scarcity)
 Product reviews (reciprocity)
 Teaser content (authority / authenticity)</li></li></ul><li>Pop Quiz: The 3 Principles of SEO<br />Relevance to Query<br ...
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Steve Wiideman SEO

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Steve Wiideman SEO

  1. 1. Search Engine Optimizationby Steve Wiideman<br />
  2. 2. Introduction to<br />Search Engine<br />Optimization<br />
  3. 3. About Steve Wiideman<br />Corporate Search Marketer for Disney, Expedia, & Ticketmaster companies<br />Consultant for brands such as Skechers, RingCentral, and Flirt<br />Search Google for “SEO Expert”<br />Authored 3 FREE eBooks, downloadable at seosteve.com<br />
  4. 4. What is SEO?<br />A method of achieving higher ranking in Google, Bing and other search engines<br />A way of gaming web search sites however possible to get more traffic<br />Bidding on keywords to learn which terms attract buying customers without spending $<br />The name a few thousand people share in Korea<br />All of the above<br />
  5. 5. 3 Principles of SEO<br />Relevance to Query<br />Popularity / Citations<br />User Choice / User Behavior<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />CLICK<br />
  6. 6. Principle 1 – Relevancy<br />Finding & Tracking Important Terms<br />Creating Quality, ‘Linkable’ Content<br />
  7. 7. Organizing Your Keywords<br />Consider behavior cycles<br />Broad terms are competitive & ambiguous (be the best result)<br />“Buying” terms will be produce the best long term results<br />It’s all in the details<br />Adding descriptive information will make your page stand out<br />Size, shape, color, cost, features, location, adjectives, adverbs <br />Pay-Per-Click data can help<br />“Silo” your keywords similar to an AdWords campaign<br />Use your PPC data to determine where to start with SEO<br />
  8. 8. Keyword Research Exercise<br />Use the Google AdWords Keyword Tool to find:<br />5 high-volume, highly competitive terms<br />5 low-volume, less competitive terms<br />
  9. 9. Create Linkable, Shareable, Addictive Content<br />Remember, the search engines want to return the best search result. <br />No amount of link building or gaming the system will fix bad content.<br />There are supportive facts and references<br />Something fun or interesting is included.<br />The content is useful and original<br />
  10. 10. Principle 2 – Popularity<br />Links & Mention<br />Social Media<br />
  11. 11. Finding Great Links<br /> Start with vendors and partners<br /> Give to receive (discounts? )<br /> Get featured in industry articles<br /> Guest blogging & blog reviews<br /> Use link acquisition tools<br /> Ontolo.com<br /> OpenSiteExplorer.org<br /> seomoz.org Link Acquisition Tools<br />
  12. 12. Principle 3 – User Choice<br />
  13. 13. Click-Through Rate (CTR)<br />Google records every search<br />Google records every click<br />Google records every return<br />Google records time spent before return<br />The higher the ‘natural’ CTR, the higher the ranking<br />(discussion: how to boost CTR)<br />
  14. 14. Principle 3 – User Choice<br />Amazon uses several basic sales principles<br />to prevent visitors from leaving.<br /><ul><li>List price (urgency)
  15. 15. Limited time shipping offers (scarcity)
  16. 16. Product reviews (reciprocity)
  17. 17. Teaser content (authority / authenticity)</li></li></ul><li>Pop Quiz: The 3 Principles of SEO<br />Relevance to Query<br />Popularity / Citations<br />User Choice / User Behavior<br />
  18. 18. How You Can Connect with Me<br />Twitter: @seosteve<br />Facebook.com/stevewiideman<br />LinkedIn.com/in/seoexpert<br />Email: info@seosteve.com<br />Search “seo expert”<br />Steve Wiideman<br />
  19. 19. For more information about internet marketing or any other hands-on workshops/training, visit www.nrclc.com.<br />NR Computer Learning Center<br />2100 W. Orangewood, Suite 110<br />Orange, CA 92868<br />714.505.3475<br />
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