Search Engine Optimization With over 250 millions searches every single day and 99% of Internet users saying they use search, this can’t be ignored. SEO is one of the most misunderstood of online marketing tactics but the one that has some of the greatest benefits. Branding 24/7
<ul><li>Here're five curious facts about web search: </li></ul><ul><li>When Internet users look for information, services or products to buy, more than 8 out of 10 rely on search engines, not simple surfing. </li></ul><ul><li>85% of these searchers don't click on paid links. </li></ul><ul><li>63% of links that are naturally displayed at the top of search engines get clicks. </li></ul><ul><li>Being naturally found at the top (due to SEO, not to payment) converts 30% higher ( = brings 30% more money). </li></ul>
<ul><li>Over the last year, Pay-per-click (PPC) costs have grown 37%, and they go on rising. </li></ul><ul><li>6 times more likely to click on the first </li></ul><ul><li>3 organic results than on any paid results </li></ul><ul><li>Are of higher quality once they reach your site </li></ul>
Search Engine Optimization Forrest research reports that over 80% of Internet users reach sites through search (either paid or organic) Branding 24/7 <ul><li>Travel searchers: </li></ul><ul><li>Spend 6.7 weeks searching </li></ul><ul><li>78% of travel transactions involve search </li></ul><ul><li>75% of travelers search before booking </li></ul><ul><li>Average 8.1 searches prior to booking </li></ul>
Search Engine Optimization Travel category search is up 9.4% this year and search on travel sites is up 43.4%. Travel Category Searches vs. Searches on Travel Sites They are looking for deals !
Search Engine Optimization However, of the $15 billion projected to be spent on search in 2009 only 10% went to organic search. Branding 24/7
Search Engine Optimization <ul><li>No Keyword Research = NO SEO </li></ul><ul><li>Pick the right keywords and use them in your content. </li></ul>SEO Basics
Exercise: MAKE A LIST OF KEYWORDS MAKE A LIST OF KEYPHRASES Combine words on list or use new Generate about 20-40
Exercise: Use search engine databases to refine the list Free Wordtracker http://freekeywords.wordtracker.com Enter your main keyword, for list of suggestions for popular search terms that contain that particular word or phrase. Google's Keyword Tool https://adwords.google.com/select/KeywordToolExternal Select to generate keyword ideas with Descriptive Words or Phrases. Enter a keyword & get a nice list of keywords.
SEO = BEST SPY COMPETITOR SPY Use a keyword phrase from list and enter in Google Search Field Up comes top competitor Copy their URL and go to Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal TRY IT NOW
LIST OF KEYWORDS COMPETITORS USE VARIATIONS: MISSPELLED LOVE LOCAL GUY
SHORT LIST YOUR KEYWORDS USE KEYWORD SOFTWARE RANK TRACKER TO GENERATE KEYWORD EFFICIENCY INDEX. RELEVANCE / COMPETITION / #SEARCHES
Search Engine Optimization 2. Use SEO &user friendly URLs. SEO Basics NO UNCLEAR URLs= www.weddinggift.com/?item=32554 ARTICLE/GOODS? Instead, they could have www.weddinggift.com/silk-linen.html, or www.weddinggift.com/pots.html Clearly can see what's on the page .
Search Engine Optimization 3. Insure you have unique meta tags for every page of your site (title, descriptors, keywords). SEO Basics
Meta keyword tags = Brief List for pgs most imp topics Tells robots where to look. Not terribly important but helps ranking. Here's an example of how a meta tag might look for http://www.weddingchannel.com <meta name="keywords" content="wedding, weddings, wedding gifts, wedding ideas, wedding cards, wedding flowers, wedding Florida">
Now, meta description tag. Gives a brief description of your site. What you see below the links on Search Engines' results pages is often the site's meta description. Here's how the tag for meta description looks like: <meta name="description" content="Brief description of the contents of your page.">
Search Engine Optimization 4. Insure java code, images and any non-text files have appropriate keyword rich “alt” tags. SEO Basics
NO FLASH – GRAPHIC ANIMATIONS WHY BAD? IF HAVE TEXT - SEARCH ENGINES WILL NOT RECOGNIZE IT
ROBOT CRAWLER DOESN’T KNOW HOW TO READ TEXT ON BUTTONS USE TEXT LINKS INSTEAD OF IMAGES
Landing Page <ul><li>Choose an existing page </li></ul><ul><li>Ck which of your website pages ranks best </li></ul><ul><li>for your top keyword </li></ul><ul><li>At search engine where you want to rank well </li></ul><ul><li>Pick top choice to optimize – already ranks ^ </li></ul>Or create a new pg as your landing and optimize it! where you make an offer they can't refuse
Search Engine Optimization <ul><li>Use off site techniques to increase back-links including: </li></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Social media post, including blogs </li></ul></ul><ul><ul><li>Directories and bookmarking </li></ul></ul><ul><ul><li>Online articles </li></ul></ul><ul><ul><li>Online press releases </li></ul></ul>SEO Basics
The Problem Websites that are lost in the crowd