1                              SEO / SEM                              Introduction                                        ...
Search  is still the                              biggest                                 game in town           2 SEO / S...
SERP google triangle           3 SEO / SEM introduction                  Mgr Michał                                       ...
SERP Search engine result page           4 SEO / SEM introduction                            Mgr Michał                   ...
SERP Cook Book                                PPC                                                PPC                      ...
SEM Search Engine Marketing           6 SEO / SEM introduction                         Mgr Michał                         ...
SEM Search Engine Marketing                     SEO - Organic search results                     PPC - Paid search results...
Who is Number 1?       SEO, SEM chart                   Google Triangle           7 SEO / SEM introduction                ...
How does search engine work?           8 SEO / SEM introduction                          Mgr Michał                       ...
How does search engine work?                     1. Crawling                              You’ve likely heard of search en...
Ranking           9 SEO / SEM introduction             Mgr Michał                                                Laskowski...
Ranking    23.87% – The general trust and    authority that your domain has    due to quality incoming links is the    lar...
Domain                                           Trust                                           Authority          10 SEO...
Domain                   Where Are Your Links From                     Who Do You Give Links To          Trust            ...
Internal Linking          11 SEO / SEM introduction              Mgr Michał                                               ...
External Linking                               Number + Quality          12 SEO / SEM introduction               Mgr Micha...
WHAT PEOPLE SAY ABOUT YOU                              IS MORE IMPORTANT                                  THAN WHAT       ...
Page Rank          14 SEO / SEM introduction        Mgr Michał                                           Laskowskiponiedzi...
Page Rank    ‣ Now just one of      over 200 ranking      components    ‣ isn’t in top 10      most important          14 ...
Google story 1999          15 SEO / SEM introduction               Mgr Michał                                             ...
Google story 2009          16 SEO / SEM introduction               Mgr Michał                                             ...
Google story Data Centers                              Google Data Centers in 2007, current information disclosed         ...
Google Trends                              Google trends chart for canon, nikon keywords          18 SEO / SEM introductio...
WebsiteOutlook.com                              Domain statistics for www.dpreview.com          19 SEO / SEM introduction ...
Google Adwords          20 SEO / SEM introduction            Mgr Michał                                               Lask...
Google Adwords               90+% revenue of Gogole from Adwords               What’s why we can search for free          ...
Why do we need Adwords?          21 SEO / SEM introduction                     Mgr Michał                                 ...
Why do we need Adwords?              ‣ create traffic              ‣ analyse conversion rate              ‣ count ROI (ret...
Conversion          22 SEO / SEM introduction         Mgr Michał                                            Laskowskiponie...
Conversion            ‣ Users that purchase            ‣ Users that go to contact page            ‣ Users that fill out on...
Campaign Configuration          23 SEO / SEM introduction                    Mgr Michał                                   ...
Campaign Configuration              ‣ c          23 SEO / SEM introduction                    Mgr Michał                  ...
Building Ads          24 SEO / SEM introduction          Mgr Michał                                             Laskowskip...
Building Ads                                      ‣   Call to action                                      ‣   Give a piece...
SEM strategy          25 SEO / SEM introduction          Mgr Michał                                             Laskowskip...
SEM strategy               1. Selecting Keywords               2. Optimizing site for keywords (SEO)               3. Mark...
Credits                                                Thank You!          26 SEO / SEM introduction                 Mgr M...
Credits               ‣          http://www.sprawnymarketing.pl/artykuly/zloty-                          trojkat-google/  ...
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  1. 1. 1 SEO / SEM Introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  2. 2. Search is still the biggest game in town 2 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  3. 3. SERP google triangle 3 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  4. 4. SERP Search engine result page 4 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  5. 5. SERP Cook Book PPC PPC SEO 5 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  6. 6. SEM Search Engine Marketing 6 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  7. 7. SEM Search Engine Marketing SEO - Organic search results PPC - Paid search results, pay per click model 6 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  8. 8. Who is Number 1? SEO, SEM chart Google Triangle 7 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  9. 9. How does search engine work? 8 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  10. 10. How does search engine work? 1. Crawling You’ve likely heard of search engine “spiders” that crawl around the web looking for content 2. Indexing The spider is not just casually browsing content, it’s storing it in a giant database. 3. Ranking The final critical aspect of search technology is the way the engine decides to deliver the most relevant results to searchers. 8 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  11. 11. Ranking 9 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  12. 12. Ranking 23.87% – The general trust and authority that your domain has due to quality incoming links is the largest indicator of SEO. DOMAIN 22.33% – The number of links to a specific page on your site matters a lot too. INTERNAL LINKING 20.26% – The anchor text of links from other sites (anchor text is the words used in the clickable portion of a link) EXTERNAL LINKING 9 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  13. 13. Domain Trust Authority 10 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  14. 14. Domain Where Are Your Links From Who Do You Give Links To Trust Registration Details PageRank / Link Juice Domain diversity Authority Deep Links 10 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  15. 15. Internal Linking 11 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  16. 16. External Linking Number + Quality 12 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  17. 17. WHAT PEOPLE SAY ABOUT YOU IS MORE IMPORTANT THAN WHAT YOU SAY ABOUT YOURSELF. 13 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  18. 18. Page Rank 14 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  19. 19. Page Rank ‣ Now just one of over 200 ranking components ‣ isn’t in top 10 most important 14 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  20. 20. Google story 1999 15 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  21. 21. Google story 2009 16 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  22. 22. Google story Data Centers Google Data Centers in 2007, current information disclosed 17 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  23. 23. Google Trends Google trends chart for canon, nikon keywords 18 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  24. 24. WebsiteOutlook.com Domain statistics for www.dpreview.com 19 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  25. 25. Google Adwords 20 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  26. 26. Google Adwords 90+% revenue of Gogole from Adwords What’s why we can search for free 23bilion USD - Google Adwords revenue in 2009 20 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  27. 27. Why do we need Adwords? 21 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  28. 28. Why do we need Adwords? ‣ create traffic ‣ analyse conversion rate ‣ count ROI (return on investment) 21 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  29. 29. Conversion 22 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  30. 30. Conversion ‣ Users that purchase ‣ Users that go to contact page ‣ Users that fill out on-line form ‣ Users that go to „products” 22 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  31. 31. Campaign Configuration 23 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  32. 32. Campaign Configuration ‣ c 23 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  33. 33. Building Ads 24 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  34. 34. Building Ads ‣ Call to action ‣ Give a piece of information ‣ Make it short ‣ You can’t use „shouting” symbols 24 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  35. 35. SEM strategy 25 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  36. 36. SEM strategy 1. Selecting Keywords 2. Optimizing site for keywords (SEO) 3. Marketing in search engines (SEM) 4. Reporting (ROI) 25 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  37. 37. Credits Thank You! 26 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11
  38. 38. Credits ‣ http://www.sprawnymarketing.pl/artykuly/zloty- trojkat-google/ Thank You! 26 SEO / SEM introduction Mgr Michał Laskowskiponiedziałek, 8 sierpnia 11

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