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Search Engine Optimization 101


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Search Engine Optimization 101

  1. 1. Search Engine Optimization 101
  2. 2. Who’s presenting today? Lee Weber Writer, Editor, Search Engine Marketer
  3. 3. 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)
  4. 4. Search query results are RELEVANT or useful to the searcher’s query RANKED in order of perceived usefulness, popularity, or importance
  5. 5. Eye tracking heat maps
  6. 6. 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.
  7. 7. 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)
  8. 8. ON SITE optimization 1. Structure websites for engines and readers 2. Create engaging, relevant content 3. Know your keywords
  9. 9. 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?)
  10. 10. 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
  11. 11. 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
  12. 12. OFF SITE optimization • The “marketing” part • Requires time, energy, and a budget • Quality inbound links – Trustworthy – Global popularity – Niche – Anchor text – Social sharing
  13. 13. 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
  14. 14. Global Market Share • Google • Yahoo • Bing …but mostly Google
  15. 15. Questions?