Tell Me More About SEO Version 2


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An overview of what SEO is and how to work with it within the code of webpages. This deck is developed for those with a basic level of HTML coding experience.

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Tell Me More About SEO Version 2

  1. 1. Tell me more about SEOBecky LivingstonPresidentPenheel MarketingMarch 2013
  2. 2. Agendan  SEO Overviewn  How To’sn  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. Search Engine Market ShareNovember 2012 15.89% 65.09%SearchEngine Google Yahoo! Bing Ask AOLMarket -0.46% 13.10% 1.50% -0.48% -0.66% 0.10%Change Source:
  7. 7. Search Engine Market Share, cont.
  8. 8. Search Engine’s Reach InternationallySource:
  9. 9. SEO Opportunitiesn  Google+ Communitiesn  Social Signalsn  AuthorRankn  Mobile Searchn  Page and Site SEOn  Local SEOn  Anchors/Co-occurrencen  Content Repurposing
  10. 10. HOW TO’S
  11. 11. On-Page Optimizationn  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
  12. 12. Example<title>HubSpot Home Page</title><meta id="MetaDescription" name="description"content="HubSpots inbound marketing software offers businessesan all-in-one marketing solution; blogging, analytics, social media,email, automation &amp; more.”><meta id="MetaKeywords" name="keywords" content="marketingsoftware, inbound marketing, email, automation, social media,CMS, seo”><meta id="MetaAuthor" name="author"> 
  13. 13. On-Page Optimizationn  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…"><meta name=“keywords” content=“SEO, Pace University, JimStenerson, course content” Jim Stenerson’s SEO Course Jim Stenerson’s course is about how to create effective web pages and increase SEO through…
  14. 14. Off-Page Optimizationn  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
  15. 15. Off-Page Optimizationn  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
  16. 16. Off-Page Optimizationn  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
  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  Take time to think about the content on each pagen  Create a keywords worksheet to help keep it all straightn  Check the listing once it’s live to see how it looks on enginesn  Review and update keywords throughout the yearn  Leverage keywords and more on social media platforms
  22. 22. Questions?