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