Tell Me More About SEO - Version 1


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Presented as part of a course at Pace University, in New York city, this beginner's level deck covers the basics of Search Engine Optimization (SEO), including:

- An Overview
- The benefits of SEO
- Top 3 Search Engine's Reach
- Inbound Marketing and SEO Funnels
- Off- and On-page analysis
- Examples

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Tell Me More About SEO - Version 1

  1. 1. Tell me moreabout SEOBecky LivingstonPresidentRoyal Apple Marketing
  2. 2. Agendan  SEO Overviewn  The Detailsn  Examples
  4. 4. What is SEO?Search EngineOptimization (SEO) is PAIDthe organic way yourweb site appears onsearch engine resultspages.It is based on severalfactors, including the# of searches for yoursite, the content onyour site, web sitecode, keywords, and ORGANICso much more!
  5. 5. Key Benefits of SEOn  Increased, targeted traffic to the websiten  Greater brand name awareness/recognitionn  Lead generation through inbound marketingn  Effective ROIn  Supplements and may reduce the need for traditional marketing efforts
  6. 6. Top 3 U.S. Search Engines’ Reach 13.10% Google 15.89% Yahoo! BingGoogle, Yahoo! andBing together make 65.09%up more than 95%of the U.S. searchengine marketshare. Source: Search Engine Land Feb. 2012
  7. 7. Search Engine’s Reach InternationallySource:
  8. 8. Inbound Marketing & SEO Funnels Building the program and combine that with web site changes to reflect the goals
  9. 9. SEO Funnel / Analysisn  Link Building & HTML n  Broken link review n  Link popularity (ranking) n  Meta tags n  Site map, content, and design n  Goal definitionn  Keyword Research n  Top industry keywords n  Identify top bidders (Pay Per Click – PPC) n  Website analytics and review for searches within your site
  10. 10. SEO Funnel / Analysis, cont.n  Keyword Research, cont. n  Geographic, demographic, and behavioral search terms online and within your siten  Competitive Analysis n  SEO Rankings n  PPC campaigns (influence SEO) n  Keyword analysis
  11. 11. THE DETAILS
  12. 12. Off-Page Optimization, cont.n  Building inbound links n  Off-page SEO – getting other quality sites to link back to youn  XML Sitemaps n  Simply an .xml file containing a list of the site’s pages and when they are updatedn  301 Redirects n  Rather than getting a 404 Error page (Page Not Found) create redirects to fix the issue
  13. 13. Off-Page Optimization, cont.n  First impressions count, tips for great web design include: n  Proper use of color n  Animations, gadgets, & media usage (avoid unnecessary items) n  Layout n  Typography n  Maintain usage consistency (logo placement, colors, etc.)n  Imagery n  Use images that resonate with the client base. Stock images are nice, but are they “real”?n  Navigation n  Good, solid navigation that supports search preferences
  14. 14. Off-Page Optimization, cont.n  Accessibility n  Mobile, tablet, online, old/new computer systemsn  Shareable and Social n  Make content easily shareablen  Blogging n  Fresh content, conversation channel, valuable inbound linksn  Content Variety n  Images, text, video, games, etc.n  Testimonials
  15. 15. On-Page Optimization, cont.n  Pick a primary keyword e.g., “internet marketing” n  for each page n  in the body content n  in the file name of images n  page URL n  write for humans first, search engines second
  16. 16. On-Page Optimization, cont.n  Title & Meta Tags n  On the web page code, leverage the power of the meta tags!<title>Jim Stenerson’s SEO Course</title><meta name="Description" content=”Jim Stenerson’s course isabout how to create effective web pages and increase SEOthrough…"> Jim Stenerson’s SEO Course Jim Stenerson’s course is about how to create effective web pages and increase SEO through…
  17. 17. EXAMPLES
  18. 18. WikipediaWhy: Content is unique. Specific, in-depthinformation. Well laid out. Title Tag. URL, pagecontent, and alt text.
  19. 19. The Urban SpoonWhy: Great in-bound linking, accessible,link-worthy content, incentives for othersto link to them.
  20. 20. MashableWhy: Great in-bound linking, accessible,link-worthy content, incentives for othersto link to them.
  21. 21. Conclusionn  Recognize the power of the Internet – your competition hasn  Develop a realistic marketing budgetn  Set achievable goalsn  Evaluate your existing web siten  Define your target audiencen  Identify your top competitionn  Increase sales & revenue
  22. 22. Questions?