Search Engine Optimization

Search
Engine
Optimization
Giovanny Gutierrez

Saturday, May 8, 2010

Search Engine Optimization

Introduction



Target Audience
• Webmasters
• Art directors
• Business owners
• Programmers
• Marketing & sales professionals
• Teachers & students


Breakdown
Before you build
Building better Web pages
Page design workarounds
After your site is built
What not to do


“If you’re out of site,
you’re out of mind.”



Before
You Build


Search Linking Rings




Searches




Searches Web Pages




Searches Search Engines Web Pages



Keywords Keywords
(No Control) (Control!)

Searches Search Engines Web Pages



• Why search engine visibility is
important
• Understanding the search services
• Search engines
• Web directories
• Research your competitors
• Alexa.com


“It takes how long?”
• Train your boss, clients, etc...
• Patience is success
• Trial and error
• Learning curve
• Research



“SEM Benefits”
• Search engines represent a very unique
medium, which allows you to precisely target
an interested audience.
• In other media, the audience is looking at
something, and your advertisement is a
distraction.
• Searchers are looking for something, and are
far more likely to respond to an appropriately
targeted offer.



“SEO - Pros”
• Leverage your site’s natural advantages –
content, popularity, linking relationships
• Can deliver substantial benefits at a very low
cost, especially for a “content rich” site
• Requires minimal ongoing activity for most
sites
• Initial investment in SEO can pay off for years
to come



“SEO - Cons”
• SEO influences, but does not control, the
search engine results - there are no guarantees.
• Delayed results - after the initial SEO effort,
expect to wait at least 2-3 months for traffic.
• Some modifications to site are required; A
professional SEO consultant can help find the
best path to results and ROI.
• Poorly executed SEO campaigns can lead to
search engine penalties and long term harm to
the organization’s online presence.



“PPC - Pros”
• Predictability - maintain control of costs,
operate under a fixed or variable budget.
• Immediate and predictable results - start
advertising today, get traffic today.
• Geo-targeting: the ability to restrict advertising
to local markets, or to different geo regions.
• Tracking ROI is relatively easy. Feedback from
PPC campaign results drives ROI higher over
time, and can even help with SEO strategy.
• With a well designed site in place, minimal
changes are required - just add landing pages.


“PPC - Cons”
• ROI is heavily dependent on the ability to
convert traffic into sales.
• Requires an ongoing commitment to measuring,
managing, and refining the campaign.
• Traffic can be brought in immediately, but
optimizing and refining a campaign takes time.
• Depending on the scope of the campaign,
developing creatives can be expensive.
• PPC may be more expensive than SEO,
effective PPC campaigns can cost less.


“SEM Process”
Business Assessment
Keyword Research and Selection
Pay-Per-Click
Website Optimization
Link Building


Building
Better
Web Pages


“If you build it,
they will come.”



Text Component

• Text must be visible, copy & paste
• Headings
• Body Copy



Text Component
• Keyword placement
• Title tag (5-10 words)
• Meta tags
• Meta revisit
• Broad keywords - use phrases
• Geo-targeted keywords


Text Component
• Body text
• Calls to action
• Headings
• Alternative text
• File names
• Keyword density


Link Component
• Hypertext links
• Absolute vs. relative links
• Javascript
• Image maps
• Drop-down menus
• Dynamic generated URLs
• Sitemap


Popularity Component
• Link popularity
• Industry specific sites
• Local search engines
• Professional associations
• Education institutions
• Click-thru popularity
• Sponsored Links


“No Search
Engine is an
Island.”


Tools of the Trade

• Google Adwords/Suggests
• Word tracker
• Visual thesaurus
• Marketleap.com
• Web searches and who is



Page Design
Workarounds


• External Scripts
• Javascript/DOM
• External CSS
• No Frames
• <noscript> & <noframes> tag
• No Splash pages
• No Flash sites
• siFR
• Dynamic Web Pages


After Your
Site Is Built


“Become an
active web user,
not a passive
user.”


Popularity Component
• SEO/PPC
• Paid submissions
• Blog
• Social Media



Submission Checklist
• Broken links?
• Contact info?
• Validated?
• Privacy & return policy & guarantee?
• Current copyright notice?
• Unnecessary plug-ins?
• Site map/robots.txt?


• Optimized graphics?
• Spell checked content?
• Add tracking?
• Narrow & regional keywords?
• Unique titles?
• External Javascript & CSS?



• Monitoring your site
• Top referring URLs
• Top search phrases
• Top entry pages
• Top paths’ through site
• Google analytics & Webmaster tools
• Heat map
• Ex: Crazyegg.com


What NOT
To Do


• Spamdexing
• Unrelated keywords (Britney, sex)
• Keyword stacking/stuffing
• Hidden text, tiny text & hidden links
• Link farms/Web rings
• Page swapping/jacking & redirects


Thank You

www.SERankr.com

Search Engine Optimization

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