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SEO - The What, Why, and How

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SEO 101 featuring top benefits of having a site optimized for maximum search visibility, overall strategy from design to code, and tactics of implementation after site launch.

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SEO - The What, Why, and How

  1. 1. SEO<br />Search Engine Optimization<br />The What, Why, and How<br />
  2. 2. Contents<br />What is SEO?<br />Why Search Matters<br />How Search Engines Work<br />SEO Process<br />SEO Metrics<br />Q&A<br />
  3. 3. What is SEO?<br />
  4. 4. What is SEO?<br />Search Engine Optimization, or, SEO, is the active practice of optimizing a web site by improving technical, structural, on-page, and off-page elements to increase the traffic the site receives from search engines.<br />
  5. 5. What is SEO?<br />Search Engine Optimization is the process of strategic placement of targeted keywords in an effort to maximize search engine ranking placement (SERP). <br />The purpose of SEO is to ensure a Web site is properly indexed by the search engines. <br />SEO is an evolutionary process of continual updates in an effort to achieve maximum result placement.<br />Search Engines are the second most popular Internet activity, and quickly gaining ground on the number one activity, e-mail.<br />Consumers trust Search Engines, seeing them as fair, unbiased providers of information beyond all other research tools. <br />
  6. 6. Why Does Search Matter?<br />
  7. 7. Why Does Search Matter?<br />Traffic<br />Visibility<br />Trust<br />
  8. 8. Why Search Matters: Traffic<br />Unless you have brand recognition or a large budget, search is the most cost effective medium to drive traffic to a website<br />Some of our clients see between 60% and 70% of their total traffic come from search<br />Others are much lower, with only 5%<br />
  9. 9. Why Search Matters: Visibility<br />Top 3 listings on search engine results pgs account for approximately 63% of all clicks<br />First place result gets 4 times the amount of traffic of the second<br />Everybody wants to be #1<br />
  10. 10. Why Search Matters: Visibility<br />
  11. 11. Why Search Matters: Visibility<br />
  12. 12. Why Search Matters: Trust<br />People trust search engines<br />They believe search results show relevant, factual information<br />80% use search engines to gather information on a product or service prior to purchasing online<br />78% use search engines to compare prices online<br />76% use search engines to gather information on a product or service prior to purchasing in-store<br />Source: MediaPost, 2010<br />
  13. 13. How Search Engines Work<br />
  14. 14. How Search Engines Work<br />Search engines use “spiders” (aka. Robots, Bots, Crawlers), which are basically automated Web surfers. <br />Spiders systematically browse the Web, indexing the contents on each page they visit. <br />Spiders follow hyperlinks in their pursuit of information. <br />
  15. 15. How Search Engines Work<br />Content must create thematic relevancy, which not only relies on a comprehensive site architecture but also robust, well-written content.<br />Spiders store a copy of everything they find in the Search Engine Index, or database of web content.<br />Search Engines query the index and apply a unique, complex algorithm to deliver the most relevant results to each user query. <br />
  16. 16. How Search Engines Work<br />Three Pillars of SEO<br />Content – On-Page assets like copy, images & video<br />Site Architecture – Domain, Hosting, URL, Navigation, Page Hierarchy, Design, Usability<br />Links – Internal & External<br />
  17. 17. How Search Engines Work<br />Three Pillars of SEO<br />
  18. 18. How Search Engines Work<br />Three Pillars of SEO: Content<br />Copy is relevant to searchers intent<br />Accurate title tags, H1 tags, and META descriptions<br />Images are search-friendly, following proper naming conventions and utilizing ALT attributes<br />Flash and other non-readable media formats like audio and video are transcribed<br />
  19. 19. How Search Engines Work<br />H1 Tags<br />H1 tag<br />
  20. 20. How Search Engines Work<br />Title Tag<br />Title tag<br />
  21. 21. How Search Engines Work<br />Three Pillars of SEO: Site Architecture<br />Navigation is properly labeled and easy to use<br />Hierarchy is flat, meaning there aren’t 8 levels of directories present<br />URLs are easy to understand, contain keywords when appropriate, and are consistent<br />
  22. 22. How Search Engines Work<br />Three Pillars of SEO: Links<br />Search engines view a link as a “vote of confidence”<br />The higher quantity (and quality) number of links a page relevant to the query has, the more likely it will rank<br />Industry sentiment puts the importance of links in relation to all SEO ranking elements at 60%<br />
  23. 23. Our SEO Process<br />
  24. 24. Fullhouse SEO Process<br />SEO Audit & Recommendations<br />Keyword Research<br />Content Reorganization<br />Keyword Mapping<br />Implementation & Link Building<br />Reporting & Analysis<br />
  25. 25. Fullhouse SEO Process<br />Always starts with an audit<br />
  26. 26. Our SEO Process<br />Starting with an audit allows us to know what we need to spend extra time on<br />Keyword research is client & industry specific<br />Reorganize content for maximum search visibility<br />Map keywords to new and existing pages<br />Implement recommendations & build links<br />Report on metrics that matter<br />
  27. 27. Metrics That Matter<br />
  28. 28. Metrics That Matter<br />Quantitative metrics like number of unique visitors, percentage of traffic coming from search, and % of return visitors are useless without a way to measure behavior<br />Qualitative metrics like bounce rate, time on site, and average pageviews per visitor provide a better overall picture of web traffic performance<br />We can easily dismiss a traffic source that only drives 10% of total visits, but if that same source also produces 70% of all conversions then we need to pay attention<br />
  29. 29. Metrics That Matter<br />Visits by non-paid keywords, filtered for branded, trademarked, and copyrighted terms show us how visible a page is in search engines<br />Visits, time spend on page, and bounce ratesegmented by entry pages gives us a better understanding of how qualified our search visitors are<br />Number of conversions or goal completions give us a good look at how likely search traffic is willing to convert<br />
  30. 30. Metrics That Matter<br />Boring…<br />
  31. 31. Metrics That Matter<br />That’s what I’m talking about!<br />
  32. 32. Metrics That Matter<br />Bottom Line<br />Make sure your metrics have meaning!<br />
  33. 33. Questions?<br />
  34. 34. Thank You!<br />

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