Intro to Search Engine Optimization

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An short presentation introducing the process and steps for performing organic search engine optimization.

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Intro to Search Engine Optimization

  1. 1. How to Drive More Targeted Traffic to Your Web Site - An Introduction -
  2. 2. Why You Should Care About SEO? As can be clearly seen the first position gets about 42% of the click-throughs. Position 2 receives a staggering 70% less click-throughs and only receives roughly 12% of all traffic. Position 3 receives only 8% and thereby drops about 28% compared to position 2. The rest of the positions show a gradual decrease in click-through percentage, whilst the bottom position generates more traffic than position 9.
  3. 3. Site Design/Userability <ul><li>Good, clean web site design DOES matter! </li></ul><ul><li>How intuitive is your web site designed and set up? </li></ul><ul><li>Have you minimized the number of clicks to key ‘call to actions’? </li></ul><ul><li>Is your site the BEST it can be? </li></ul><ul><li>Are you addressing all your site visitors needs? </li></ul><ul><li>Are your online competitors doing anything you are not? </li></ul><ul><li>CONTENT IS KING! </li></ul>
  4. 4. Segments of Search Engine Results Page (SERP)
  5. 5. Local Search – getlisted.org
  6. 6. Keyword Research <ul><li>What is keyword research? </li></ul><ul><li>Why is keyword research important? </li></ul><ul><li>How to select keyword phrases? </li></ul><ul><li>How many do I select? </li></ul><ul><li>What tools do I use? </li></ul>Google AdWords Keyword Tool https://adwords.google.com/select/KeywordToolExternal
  7. 7. Baseline Assessment <ul><li>Where is your site at now? </li></ul><ul><li>Install Google Analytics </li></ul><ul><li>Is your site currently indexed by the Search Engines? Yahoo: “SITE:www.windhill.com” </li></ul><ul><li>How many back/inlinks does my domain have? Yahoo: “LINK:www.windhill.com” </li></ul><ul><li>Where is your site currently in the Search Engine Results Pages? http://www.seomoz.org/rank-checker </li></ul><ul><li>How about your online competition? </li></ul><ul><li>Who ranks near the top for your keyword phrases? </li></ul><ul><li>How many pages do they have indexed and how many backlinks? </li></ul><ul><li>Visit their web site. What are they doing that you are not? How does their site look? Look at their on-page efforts? </li></ul>
  8. 8. Natural/Organic Optimization <ul><li>On Page Factors – (15% of the value) </li></ul><ul><li>Title Tag, META Tags, ALT Tags </li></ul><ul><li>Visible Text </li></ul><ul><li>Navigation Links </li></ul><ul><li>Header Tags </li></ul><ul><li>Keywords in URLS (www.windhill.com/web-site-design/nh/) vs. (www.windhill.com/search.asp?cat=21) </li></ul><ul><li>Off Page Factors – (85% of the value) </li></ul><ul><li>Back/In Links – other web sites linking or pointing to your web pages </li></ul><ul><li>Black Hat SEO </li></ul><ul><li>Keyword Stuffing </li></ul><ul><li>Invisible Text </li></ul>The graph above was created by www.seomoz.org .
  9. 9. Pay Per Click (PPC) <ul><li>The Major Players </li></ul><ul><li>Google Adwords – adwords.google.com </li></ul><ul><li>Yahoo! Search Advertising – searchmarketing.yahoo.com </li></ul><ul><li>Microsoft adCenter – adcenter.microsoft.com </li></ul><ul><li>Advantages </li></ul><ul><li>Immediate Traffic </li></ul><ul><li>Control Spending </li></ul><ul><li>Test Keyword Phrases for Organic/Natural SEO </li></ul><ul><li>Disadvantages </li></ul><ul><li>Can get expensive, quickly </li></ul><ul><li>Subject to click fraud </li></ul>

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