MKTG 7037 Search Engine Optimization

481 views

Published on

This is a presentation about Search Engine Optimization topic.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
481
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

MKTG 7037 Search Engine Optimization

  1. 1. Search Engine Optimization <ul><li>Presented by : </li></ul><ul><li>Kurnianing Isololipu </li></ul>
  2. 2. List of Content <ul><li>Introduction to Search Engine Optimization (SEO) </li></ul><ul><li>Importance of SEO </li></ul><ul><li>Strategies to optimize the search engine results </li></ul><ul><li>Things to avoid in optimizing the search engine results </li></ul><ul><li>Reference list </li></ul>
  3. 3. Introduction to SEO <ul><li>Three types of search engine marketing techniques </li></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Pay-per-click (PPC) </li></ul></ul><ul><ul><li>Trusted feed including paid-for inclusion </li></ul></ul>
  4. 4. Introduction to SEO (2) <ul><li>Top listed search engines </li></ul>Source: Green, D.C., (2003). ‘ Search Engine Marketing: Why it Benefits Us all’. Business Information Review. 20(4), 195-202.
  5. 5. Introduction to SEO (3) <ul><li>SEO </li></ul><ul><ul><li>The process of attempting to obtain a high rank a given web page or domain for specific keywords. </li></ul></ul><ul><ul><li>A difficult task because each search engine has different indexing strategies and ranking algorithms. </li></ul></ul>
  6. 6. Importance of SEO <ul><li>Good rank can increase traffic to the webpage </li></ul><ul><li>Possibility to reach targeted consumers </li></ul><ul><li>Comparison to competitors </li></ul>
  7. 7. Strategies for SEO <ul><li>Keywords </li></ul><ul><ul><li>Relevant to the webpage contents </li></ul></ul><ul><ul><li>Use two or more words </li></ul></ul><ul><ul><li>More recognize if it is in the title or early on the webpage </li></ul></ul><ul><ul><li>Find the words that consumers search most </li></ul></ul><ul><li>Inbound Links/Hyperlinks </li></ul><ul><ul><li>The rank will be higher with more links in the webpage </li></ul></ul><ul><ul><li>Relevant to the webpage contents </li></ul></ul><ul><ul><li>Show the webpage contains helpful contents </li></ul></ul>
  8. 8. Strategies for SEO (2) <ul><li>Metatag </li></ul><ul><ul><li>Should be one/two sentence description of the webpage contents, about 250 characters </li></ul></ul><ul><ul><li>Various possibility keywords that consumer search most </li></ul></ul><ul><ul><li>Keywords come directly from the webpage </li></ul></ul><ul><li>URL submissions </li></ul><ul><ul><li>Submit the top page, not every individual page of the webpage </li></ul></ul>
  9. 9. Things to avoid <ul><li>Repeat same keywords too many in the webpage contents </li></ul><ul><li>Resubmit URL to a search engine </li></ul><ul><li>Submit URL to many search engines </li></ul><ul><li>Complex or too long URL </li></ul>
  10. 10. Reference List <ul><li>Bell, R. (2007). ‘Prepare for successful search engine optimization’. Franchising World . 39(5), 19-21. </li></ul><ul><li>Chaffey, D. , Ellis-Chadwick, F., Johnston, K. & Mayer, R. (2006). Internet Marketing: strategy, implementation and practice . 3 rd edition, Harlow: Prentice Hall. </li></ul><ul><li>Green, D. C. (2003). ‘Search engine marketing: why it benefits us all’. Business Information Review . 20(4), 195-202. </li></ul><ul><li>Howard, B. (2004). ‘Optimize search results now’. Target Marketing. 27(2), 81-83. </li></ul><ul><li>Kay, R. (2007). ‘Search engine optimization’. Computerworld . 41(23), 40. </li></ul><ul><li>Peters, D. (2005). ‘SEO for CEOs’. Profit . 24(5), 90-91. </li></ul><ul><li>Wilson, R. F. & Pettijohn, J. B. (2006). ‘Search engine optimisation: a primer on keyword strategies’. Journal of Direct, Data and Digital Marketing Practice. 8(2), 121-133. </li></ul><ul><li>Zhang, J. & Dimitroff, A. (2005). ‘The impact of metadata implementation on webpage visibility in search engine results (Part II)’. Information Processing and Management. 41, 691-715 </li></ul>

×