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Search Engine Optimization 100

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A basic SEO overview.

Published in: Marketing, Technology, Design
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Search Engine Optimization 100

  1. 1. SEARCH ENGINE OPTIMIZATION 101
  2. 2. Who’s presenting today?  Writer, Editor, Search Engine Marketer  330,000 unique visitors  500,000 page views LEE WEBER 01
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  4. 4. How search engines work 1. Search engines crawl the web via links 2. Search engines decipher and store the code in massive hard drives (datacenters) 3. When we enter a search query, engines return results based on their unique sorting systems (algorithm) 03
  5. 5. Google’s Datacenters 04
  6. 6. Search query results are RELEVANT or useful to the searcher’s query RANKED in order of perceived usefulness, popularity, or importance 05
  7. 7. Search engine ranking position  SERP… affects  Traffic  Exposure  Sales 06
  8. 8. Eye tracking heat maps 07
  9. 9. Why ranking matters Higher rankings in the first few results are critical to visibility. A #1 position in Google's search results receives a majority of all click-through traffic. The #2 position receives 10-15% %, the third 5-10%, the fourth less than 5%, and all others are under 2%. Highly ranked sites build trust. Consumers view sites as worthy and relatively important. 08
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  11. 11. What is SEO Promoting a web site to increase the number of visitors the site receives from search engines. 1. ON SITE optimization (Relevant and useful) 2. OFF SITE optimization (Popularity) 10
  12. 12. ON SITE optimization 1. Structure websites for engines and readers 2. Create engaging, relevant content 3. Know your keywords 11
  13. 13. ON SITE optimization for engines Content = indexed  Ensure crawable link structure/site architecture  Submission required forms  JavaScript, Frames, -frames. or links in Flash, Java, or plugins  Blocked pages  Pages with 100’s of links  Write important content in HTML text format  Cross-link content with keyword variations Content = relevant  Use keywords prominently in titles, text, URL, and meta data  Use title tags that are an accurate, concise description of a page's content  Identify content using structured data (rich snippets) Content = unique  Avoid duplicate content (which version to show to users?) 12
  14. 14. ON SITE optimization for readers Content = positive experience  Provide direct, actionable information relevant to the query  Deliver high quality, legitimate, credible content  Use articles, images, and multi-media  User engagement metrics = Time on page, number of comments, number of shares, bounce rate, etc. Site = usable  Easy to use, navigate, and understand  Professionally designed and accessible to modern browsers 13
  15. 15. ON SITE optimization for keywords Keywords = direction  Keyword research should be your #1 priority  With keywords, you can produce the products, services, and content that web searchers are already actively seeking  Keyword research can predict shifts in demand so you can respond to changing market conditions  Keyword analysis requires testing 14
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  17. 17. My personal recommendations  Create 50 landing pages that are keyword optimized  Cross-link pages with varied text  Share across your social networks  Expand into video, graphics, and audio  My site has 1,200 landing pages that are keyword optimized  They are cross-linked with varied text  I share across my social network  I am expanding my content based 16
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  20. 20. OFF SITE optimization  The “marketing” part  Requires time, energy, and a budget  Quality inbound links  Trustworthy  Global popularity  Niche  Anchor text  Social sharing 19
  21. 21. OFF SITE optimization Link Building 101  Natural links  Are the result of quality content  Outreach links  Emails  Directory listings  Website award programs  Self created  Forum signatures  Blog comments  User profiles 20
  22. 22. Global Market Share  Google  Yahoo  Bing …but mostly Google 21
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  24. 24. Questions? 23

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