RRC SEO presentation

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Presentation by Carey Gatz, CanadaDrugs.com, December 1, 2011

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RRC SEO presentation

  1. 1. Welcome! SEO BasicsIntroduction to SEO December 1, 2011
  2. 2. SEO Basics Agenda• Define SEO• Why Search Matters• Organic Vs. PPC• Search Position• Blended Search• How SEO Works• How to Take Advantage of SEO• 3 Tips for SEO• Q/A
  3. 3. Definition of SEO SEO stands for Search Engine Optimization Search Engine Optimization (SEO) is the process of improving thevisibility of a website or a web page in search engines via the “organic”or un-paid search results. - Wikipedia.org
  4. 4. Why Search MattersWhy Does Search Matter
  5. 5. Organic vs. PPC
  6. 6. Where the Clicks Happen Where Do People Really Click• 28% of all clicks occur in the Paid Search areas• 72% of all clicks occur in the Organic Search areas
  7. 7. Click Through Rates (CTR)Click Through Rates | Position Matters Result Average Percentage Fraction of Top Position of Clicks Ranking Results #1 42.1% N/A #2 11.9% 3.5X Less #3 8.5% 4.9X Less #4 6.1% 6.9X Less #5 4.9% 8.5X Less #6 4.1% 10.4X Less #7 3.4% 12.3X Less #8 3.0% 14.0X Less #9 2.8% 14.8X Less #10 3.0% 14.1X Less #11 - #20 10.1% N/A
  8. 8. Blended Search (Caffeine)SEO isn’t just words• Images• Blogs• Real Time (Twitter of Facebook)• News• VideosSocial is part of searchSocial indicators impactsearch rankings
  9. 9. Your RankingHow SEO Works• Search engines use spiders to crawl sites• Sites are ranked (Like getting graded on a curve)• Data is compiled, and delivered as specifically as possible to a user via SERPs• Ranking Factors • General ranking algorithm• Improvements/changes take time • Google Cache
  10. 10. Maximize Your SEO Efforts How to Take Advantage of SEO1. Make sure your site is technically sound (for SEO)2. Identify Keywords3. Use Keywords on your site • In your content • In Your coding4. Build Links5. Incorporate Blended Search6. Build More Links
  11. 11. Sometimes 4 is Better Than 1Tip #1 Keywords
  12. 12. Google’s SEO Resources Tip #2 Use Google Tools• http://www.google.com/analytics/• https://www.google.com/webmasters/tools/• https://www.google.com/support/webmasters/• http://static.googleusercontent.com/external_content/untrusted_dlcp/w ww.google.com/en//webmasters/docs/search-engine-optimization- starter-guide.pdf
  13. 13. If You Build Links Traffic Will Come Tip #3 Build Some Links• List your organization in Google Places and Yelp• Ask a sister organization for a link• Distribute a press release optimized for search with a link to your site• Create a Twitter profile and “tweet” a link to ypur site (no followed, but more often than not spawns legit links for legit content)• List yourself with DMOZ.org (be specific)• List yourself in Yahoo Directory ($299 yearly cost)

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