What is seo? 9 Things Every Business Person Needs To Know About SEO


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This presentation won't tell you how-to search engine optimize (SEO) your website. It will tell you how search engines work and why SEO is important. A must read for anyone considering hiring a SEO consultant.

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What is seo? 9 Things Every Business Person Needs To Know About SEO

  1. 1. What Is SEO Nine Things Every Business Person Needs To Know About Search Engines & SEO
  2. 2. <ul><li>What is a search engine ? </li></ul><ul><li>How do search engines work ? </li></ul><ul><li>What is search engine optimization (SEO) ? </li></ul><ul><li>Why is SEO important ? </li></ul><ul><li>When is the best time to optimize a web site ? </li></ul><ul><li>How much of a site should be optimized ? </li></ul><ul><li>How much will it cost ? </li></ul><ul><li>Why does SEO have a bad reputation ? </li></ul><ul><li>How can I be sure I’ll get my money’s worth ? </li></ul>What is SEO
  3. 3. <ul><li>1. What is a search engine ? </li></ul><ul><ul><li>A search engine is a computer program that : </li></ul></ul><ul><ul><ul><li>finds and indexes the content of web pages; and / or </li></ul></ul></ul><ul><ul><ul><li>ranks, according to “relevance”, web pages that contain key words typed into a search window. </li></ul></ul></ul><ul><ul><li>Ranking algorithms change continuously. </li></ul></ul><ul><ul><li>Three self-indexed search engines feed all others – Google, Yahoo and Bing. </li></ul></ul><ul><ul><li>Google commands around 65 percent of the search market. </li></ul></ul>What is SEO
  4. 4. <ul><li>2. How do search engines work ? </li></ul>What is SEO Page A This page is red & square Page B This page is blue & square Search Engine Index Page Color Shape Links A Red Square 7 B Blue Square 3 Page C This page is green & oval search for “red” returns ==  A search for “square” returns ==  B,A search for “oval” returns ==  SPIDER - finds & reads pages INDEX - inventories words & links SEARCH - queries index, ranks & returns results
  5. 5. <ul><li>3. What is search engine optimization (SEO) ? </li></ul><ul><ul><li>Search engine optimization is a way to influence page rankings. </li></ul></ul><ul><ul><li>SEO boils down to understanding the words and links in the top 10 search engine results for a given search engine and query… and then doing what they do better. </li></ul></ul><ul><ul><ul><li>Search Engines use WORDS to match queries to content </li></ul></ul></ul><ul><ul><ul><li>Search Engines use LINKS to gauge content authority and popularity </li></ul></ul></ul>What is SEO
  6. 6. <ul><li>3. What is search engine optimization (Cont.) </li></ul><ul><ul><li>Good SEO results in your website appearing at or near the top of unpaid search engine results when prospective customers are searching for your goods or services using targeted key words or key phrases. </li></ul></ul><ul><ul><li>Good SEO results in website visitors finding what they want and taking positive action beyond that. </li></ul></ul><ul><ul><li>SEO isn’t online advertising or pay-per-click (PPC). It isn’t email marketing, blogging, social media marketing or mobile marketing. These (and SEO) are all different Web or Search Engine Marketing (SEM) tools and techniques. </li></ul></ul>What is SEO
  7. 7. <ul><li>Why is SEO Important ? </li></ul><ul><ul><li>According to Forrester Research: </li></ul></ul><ul><ul><ul><li>93% of all Internet traffic initiates with a search engine. </li></ul></ul></ul><ul><ul><ul><li>89% are first-time visitors. </li></ul></ul></ul><ul><ul><ul><li>99% do not search beyond the top 30 results. </li></ul></ul></ul><ul><ul><ul><li>97% never look beyond the top three results. </li></ul></ul></ul><ul><ul><ul><li>76.7% of Google users click on unpaid (organic) listings first. </li></ul></ul></ul><ul><ul><ul><li>the top 10 websites get 78% more traffic than those in positions 11-30. </li></ul></ul></ul><ul><ul><ul><li>the top 3 websites earn 65% of their industry’s online revenue. </li></ul></ul></ul>What is SEO
  8. 8. <ul><li>5. When is the best time to optimize a website ? </li></ul><ul><ul><li>At the earliest stage of development … before it is built. </li></ul></ul><ul><ul><ul><li>Prevents rework </li></ul></ul></ul><ul><ul><ul><li>Minimizes expenses </li></ul></ul></ul><ul><ul><ul><li>Maximizes content & link age </li></ul></ul></ul><ul><ul><ul><li>Provides greatest return on investment (ROI) </li></ul></ul></ul><ul><ul><li>Before a major redesign or announcement </li></ul></ul>What is SEO
  9. 9. <ul><li>6. How much of a site should be optimized ? </li></ul><ul><ul><li>Individual pages are optimized … not sites </li></ul></ul><ul><ul><li>No industry agreed or recommended minimum or maximum </li></ul></ul><ul><ul><li>Intra-site links reinforce themes </li></ul></ul><ul><ul><li>Your home page, major product / service pages </li></ul></ul><ul><ul><li>Not forms, not flash, not pages with few words </li></ul></ul>What is SEO
  10. 10. <ul><li>7. How much will it cost ? </li></ul><ul><ul><li>Costs vary: </li></ul></ul><ul><ul><ul><li>No two sites are the same. </li></ul></ul></ul><ul><ul><ul><li>No two sets of business objectives are the same </li></ul></ul></ul><ul><ul><ul><li>Competition (degree of difficulty) varies </li></ul></ul></ul><ul><ul><ul><li>Pricing models differ </li></ul></ul></ul>What is SEO
  11. 11. <ul><li>8. Why does SEO have a bad reputation ? </li></ul><ul><ul><li>General lack of clarity and understanding </li></ul></ul><ul><ul><li>It can be in a SEO’s best interest to keep it “Under the Hood” </li></ul></ul><ul><ul><li>Search engine algorithms are uncertain and changeable </li></ul></ul><ul><ul><li>No self or industry regulation </li></ul></ul><ul><ul><li>“ Black Hat” techniques & quick fixes </li></ul></ul>What is SEO
  12. 12. <ul><li>9. How can I be sure I’ll get my money’s worth ? </li></ul><ul><ul><li>Set clear, realistic, time-delimited and measureable goals </li></ul></ul><ul><ul><li>Compare apples to apples ( Scope, objectives, deliverables and disclaimers ) </li></ul></ul><ul><ul><li>Choose a reputable firm (see Google Webmaster Tools - General Guidelines) </li></ul></ul><ul><ul><li>Baseline and measure </li></ul></ul>What is SEO