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Seo basic

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Seo basic

  1. 1. Search Engines & Search Engine Optimization (SEO)
  2. 2. Agenda • What is a Search Engine? • Examples of popular Search Engines • Search Engines statistics • Why is Search Engine marketing important? • What is a SEO Algorithm? • Steps to developing a good SEO strategy • Ranking factors • Basic tips for optimization
  3. 3. What is a Search Engine? • Definition: An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet. • Different than a Directory • Common Characteristics:  Spider, Indexer, Database, Algorithm  Find matching documents and display them according to relevance  Frequent updates to documents searched and ranking algorithm  Strive to produce “better”, more relevant results than competitors
  4. 4. Examples popular Search Engines
  5. 5. How Do Search Engines Work? • Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database • Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content • Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time) • Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors
  6. 6. Search Engines statistics 1. Google – 41.6% 2. Yahoo – 31.5% 3. MSN – 27.4% 4. AOL – 13.6% 5. Ask Jeeves – 7.0% % bases on usage
  7. 7. SEO ( Search Engine Optimization) SEO isn't just about turning up at the top of Page 1 on Google, Yahoo or Bing...what the best SEO is really about is. • Increasing web traffic • Maximizing web conversion • Growing web revenues • Website Competitive Analysis • Keyword Marketing Research • SE Compatibility Analysis • On Page Optimization • Keyword Marketing Research • Link Popularity Development
  8. 8. Why is Search Engine Marketing important? • 85% of all traffic on the internet is referred to by search engines • 90% of all users don’t look past the first 30 results (most only view top 10) • Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized • Cost-effective advertising • Clear and measurable ROI • Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Sales/Leads
  9. 9. What is Search Engine Optimization? • SEO = Search Engine Optimization ▫ Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms. ▫ Refers to the “industry” that has been created regarding using keyword searching a a means of increasing relevant traffic to a website
  10. 10. What is a SEO Algorithm? • Top Secret! Only select employees of a search engines company know for certain • Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments • The SEO algorithm is constantly changed, tweaked & updated • Websites and documents being searched are also constantly changing • Varies by Search Engine – some give more weight to on-page factors, some to link popularity

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