SEO 101

391 views

Published on

What is SEO?
Get started learning about SEO with this presentation and take advantage of the resources at the end.

Published in: Social Media, Technology, Design
  • Be the first to comment

SEO 101

  1. 1. Search Engine Optimization The Basics of SEO
  2. 2. What is SEO
  3. 3. Everything Revolves Around Search
  4. 4. How Search works? http://youtu.be/Md7K90FfJhg http://youtu.be/KyCYyoGusqsIn depth
  5. 5. This matters?
  6. 6. 80% of Internet user sessions begin at the search engines (Source: Internetstats.com)
  7. 7. Google is the new Yellow Pages. FACT
  8. 8. Who gets the clicks?
  9. 9. 60% of all organic clicks go to the top three organic search results. (MarketingSherpa, February 2007)
  10. 10. Ranking high on search engines is no longer optional, it’s critical. FACT
  11. 11. This is were SEO enters the conversation
  12. 12. What is Search Engine Optimization? The process of improving web pages so they rank higher in search engines for your targeted keywords.
  13. 13. SEO Key Factors Internal Link Structure Link Popularity / Relevance Crawlability / Optimized Code Content Relevance
  14. 14. These measurements are turned into algorithms That’s how the Page Ranks are determined
  15. 15. Each page has a business goal • To improve branding • To increase direct sales • To get more leads • To increase web site traffic
  16. 16. Page Elements To control this
  17. 17. Keywords • Keyword analysis • Competitive analysis • Select those search terms used frequently but with the least competition • Optimum page placement • 4 – 9% page frequency • Use phrases vs. words
  18. 18. Long tail http://youtu.be/3qfzpBey6n0
  19. 19. Document Relevance Google determines document relevance by looking at: • How people find information • What they do when they access a document • Which document in a site they tend to land on • How long users spend on that document • How much time does a user spend exploring information in a domain, (http://searchenginejournal.com/index.php?p=2572)
  20. 20. Usability • Intuitive site navigation • Easy to find content • Consistent use of terms and icons • Use of Alt tags with images • Chunked and bulleted text • Short sentences, grammatically correct • World Wide Web Consortium W3C http://www.w3.org/
  21. 21. Site Design • Title tag • Meta keyword tag • Meta description tag • Body text • H1 and H2 headings • Internal links • Alt tags
  22. 22. Content • Content elements • Digital rhetoric • Audience • Purpose • Style and format
  23. 23. Linking • Significance -- Link popularity: PageRank • Votes • Link building • On-page vs. Off-page
  24. 24. Why Are Links Important? The visibility of your site is affected by: • How you link to other sites • How other sites link to you • How your web pages link to each other
  25. 25. Getting Valuable Links • Distinguishing between one-way vs. reciprocal links • Making your web site attractive • Improving your link popularity • Finding relevant, credible websites • Determining link popularity for incoming links • Arranging for the link
  26. 26. Overview of Steps in SEO 1. Select and assign keywords 2. Develop and post quality content 3. Get quality inbound links 4. Use your on page elements correctly 5. Make your site usable for visitors 6. Design and implement a comprehensive PR plan
  27. 27. Easy right?
  28. 28. So… what’s the big deal? The internet changes everyday! Competition sites change everyday User needs and searches change everyday We can’t redo everything every day
  29. 29. What can we do?
  30. 30. Content is king
  31. 31. SEO Optimization 35
  32. 32. Top SEO mistakes http://youtu.be/421aTJI2Nxc
  33. 33. Work the content #1 factor attracting visitors
  34. 34. Content must • Be relevant • Easy to understand • Add value • Exclusive • Up to date Which sites do we visit?
  35. 35. Create content to users not to crawlers
  36. 36. 40 SEO Optimization Categories • Keywords Keyword selection and keyword-rich text • Crawler A crawler-friendly site navigation scheme • Links Link popularity
  37. 37. 41 Keyword Recommendations • Page title: visible HTML text ,“Above the fold” • Page Size: "100 KB" limit is still is still widely held. The optimum page size is 500-3000 words (or 2000 to 20,000 characters) • Be specific • Example: “Apple iPod” verses “iPod”  exact phrase should appear generously throughout your site copy on every page
  38. 38. 42 More Keyword Recommendations Meta tags: use but don’t stuff • <meta name="description" content="Free Web tutorials on HTML, CSS, XML, and XHTML"> Alt tags: use for graphics • <IMG src="star.gif" alt=“star logo"> Content is king • Write good content with relevant and important keywords in mind. Geo Targeting • Add geocentric terms to target local areas Domain Names • Use keywords as part of domain name
  39. 39. Which keywords? Google AdWords tool: keywords planner
  40. 40. 44 Crawler-friendly • Engine spiders are primitive beings  choose simplicity over complexity • Goal  All your web pages seen by crawlers  Google: enter in searchbox “allinurl:utexas.edu”
  41. 41. 45 Suggestions to be Crawler Friendly • Traditional <a href> tag • Keywords in subfolder names • Minimize quantity of subfolders • Cross link relevant terms and phrases within the site • Multiple paths to pages to eliminate orphans
  42. 42. 46 Avoid or Minimize: May Negatively Impact Crawler • Flash (slow to load and difficult to navigate) • Frames • Java navigation • Session ID to track visitors • exact same Title tags on every page • set to require a cookie when a visitor gets to the page
  43. 43. 47 Link Development Inbound Links Impact PageRank PageRank (Popularity, importance) • Number and quality of links pointing to a website • Measure of usefulness of site
  44. 44. 48 Link Development Tradeoffs • Advantage  it is dynamic, cumulative, and difficult to imitate • Disadvantage  takes time (vs. advertising)
  45. 45. 49 Link Development Approaches (White Hat) • Quality content • Cultivate quality link (not quantity) • Begin with web directories • Harness online publicity • Use Blogs and forums wisely • Investigate competitors
  46. 46. Variation in Approaches Black Hat • Breaches search engine terms and conditions • May provide short-term gains • You run the risk of being penalized by search engines White Hat • Abide by terms and conditions set forth by search engines 50
  47. 47. 51 Conclusion and Summary Website Success • Search-friendly • User-friendly • Persuasive Search-friendly Optimization components • Keywords • Crawler • Links
  48. 48. Search engine optimisation In summary… Critical elements - domain name, links, keywords, title, meta description, alt tags, submitting your website to SEs - keywords galore: include in page copy, title, description, domain name, alt tags No-nos - flash, image-only sites, image maps, frames, password protected pages, PDFS, dynamic pages, drop-down menus
  49. 49. Online Resources The Value of Ranking Position No. 1 in Google http://socialmediatoday.com/weidertgroup/1575356/value-ranking-position-no-1- google-new-study SEO 101: The 23-Point SEO Checklist http://www.bruceclay.com/blog/2012/06/seo-checklist/ 2012 Search Ads Pause Experiments http://ssl.gstatic.com/think/docs/search-ads-pause-2012_infographics.pdf Introduction to SEO: How Do Search Engines Work? http://www.searchdecoder.com/how-do-search-engines-work/

×