A presentation from BlueTraffic (www.bluetraffic.com) on search engine optimization from February, 2009. This was done in conjunction with the Iowa AMA and the Des Moines Partnership in West Des Moines, Iowa.
Search Engine Optimization SEO Jeff Carey | Blue Traffic
1. Definition of SEO 2. Current State of Search 3. Organic vs. Paid 4. How Search Works 5. SEO Recipe 6. SE Ranking Factors 7. Why It Matters 8. Advice / Resources
Definition <ul><li>Search Engine Optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" (organic or algorithmic) search results. (Wikipedia) </li></ul>
The State of Search <ul><li>Next to email, Search is the most popular online activity </li></ul><ul><li>Search engine results continue to get better every year </li></ul><ul><li>Today, Google knows about more than 1 trillion web pages, and they find 2 billion new ones every day </li></ul><ul><li>Just as we rely on search engines, they need our help to improve their relevance. </li></ul><ul><li>Good or bad…we are what Google says we are. </li></ul>
Share of Search Market August 2008 Google 65% Yahoo 20% MSN/Live 10% Ask 3% Others 2% Google Yahoo MSN
Eye Tracking Study – Enquiro Over 50% of all clicks were on the first 3 organic results. - Location - Relevance - Page Title - Description - URL
SEO Recipe On Page Factors Page Title Keywords in Content Heading Tags Keyword Research How do people search? Competition level 2-4 word phrases Link Building Internal External Anchor Text Improved Rankings Better Visibility Increased Traffic More Leads/Sales
1. Keyword Use in Title Tag 2. Overall Popularity of Site – “Trust” & “Authority” 3. Anchor Text of Inbound Link 4. Age of Site 5. Internal Link Structure 6. Keyword Use in Page Content 7. Outbound Links to Quality/Relevant Sites 8. Age of Page 9. Keyword Use in Heading Tags (H1, H2, H3) 10. Age of Link Source: SeoMoz.org Search Engine Ranking Factors
Why It Matters SEO is important because it improves the odds of someone finding your company online. Online visibility can help your credibility and brand awareness. Improved rankings don’t always translate to more traffic and sales. Think like your customers, then verify how people search. SEO can put you in front of the people looking for your products & services. Your online marketing efforts should be focused on an end result. Make sure your website/landing page makes it easy for visitors to sign up, join, request information, buy, or whatever else you seek.
Why It Matters Both Clients Free Traffic Paid Traffic
Why It Matters Google Adwords Keyword Tool 27,000 X 10% = 2700 Free Visitors (PPC would cost $51k) If just 1% get a mortgage: 27 X $2,000 = $54,000/mo. revenue Getting this same traffic from PPC would cost over $50k.
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