SEO TutorialSEO TutorialSearch Engine OptimizationSearch Engine Optimization
What is SEO ( Search Engine Optimization )?What is SEO ( Search Engine Optimization )? The process of improving web pages so they rank higher in searchThe process of improving web pages so they rank higher in searchengines for your targeted keywords.engines for your targeted keywords.Crawlability / Optimized CodeInternal Link StructureLink Popularity / RelevanceKey FactorsContent Relevance
Where are the Organic Results?Where are the Organic Results?OrganicPay Per ClickPay Per Click
Industry Research – Who gets the clicks?Industry Research – Who gets the clicks?The vast majority of clicks -- roughly 60 percent, go to organiclistings.Source: Enquiro, 2006Organic Clicks vs Paid Clicks
Industry Research: Organic SEO is the most popularIndustry Research: Organic SEO is the most popularform of SEMform of SEMOrganic SEO is the most popular form of SEM, with almost three-quartersof advertisers using this method, with paid placement a very close second at71%
Industry Research & The case for SEOIndustry Research & The case for SEO• The majority of clicks are going toOrganic listings.• SEO is the most popular form ofSEM.• SEO provides a high ROI.• Many people don’t go past the 1stpage in the Search results.• Users trust the Natural results to bemore relevant to their Search query.Reasons to conduct SEO*Sources: Iprospect Research, eMarketer
SEO ProcessSEO ProcessStep 1Step 1: Discuss Business objectives.: Discuss Business objectives.Step 2Step 2: Conduct initial keyword analysis.: Conduct initial keyword analysis.Step 3Step 3: Identify the keyword/landing page combinations.: Identify the keyword/landing page combinations.Step 4Step 4: Interim Client Approval for Keyword/Landing Pages.: Interim Client Approval for Keyword/Landing Pages.Step 5Step 5: Baseline Ranking & Traffic reports.: Baseline Ranking & Traffic reports.Step 6Step 6: On-site & Off-site optimization.: On-site & Off-site optimization.Step 7Step 7: Detailed Recommendation documents.: Detailed Recommendation documents.Step 8Step 8: Implementation.: Implementation.Step 9Step 9: Monitoring and Optimizing: We provide monthly: Monitoring and Optimizing: We provide monthlyreporting and optimization recommendations. The reportingreporting and optimization recommendations. The reportingis compared to the baseline (or previous monthis compared to the baseline (or previous month’’s results) tos results) toidentify trends and help guide additional adjustments.identify trends and help guide additional adjustments.
Technical SEOTechnical SEO1.1. Comprehensive Website AnalysisComprehensive Website Analysis2.2. Keyword Research and Analysis.Keyword Research and Analysis.3.3. Baseline Ranking report.Baseline Ranking report.4.4. Competitive analysis in Search Engines.Competitive analysis in Search Engines.5.5. Content Analysis & SEO Copywriting.Content Analysis & SEO Copywriting.6.6. Analysis of URL structure & information architecture.Analysis of URL structure & information architecture.7.7. Analysis of internal linking.Analysis of internal linking.8.8. Analysis of source code and page layout.Analysis of source code and page layout.9.9. Code validation.Code validation.10.10. Search Engine Saturation.Search Engine Saturation.11.11. Link Popularity Analysis.Link Popularity Analysis.12.12. Link Relevancy & Co-Citation Analysis (Topical Relevancy).Link Relevancy & Co-Citation Analysis (Topical Relevancy).
PageTitleAlt-TagsLink Title TagsSite-Side OptimizationTechnical SEO - Example of Page ElementsAnchor TextNavigation
Social Media - MySpace OptimizationSocial Media - MySpace Optimization
MySpace Marketing and OptimizationMySpace Marketing and Optimization1)1) Getting more targeted friends (sort by demographicGetting more targeted friends (sort by demographiccriteria).criteria).2)2) LeavingLeaving ““friendsfriends”” comments.comments.3)3) Profile Customization.Profile Customization.4)4) Sending Bulletins.Sending Bulletins.5)5) Sending mass private messages (with banner ad).Sending mass private messages (with banner ad).6)6) Writing keyword-rich content with outbound linksWriting keyword-rich content with outbound linkscontaining keyword-rich anchor text.containing keyword-rich anchor text.7)7) Getting inbound links from websites not on the MySpaceGetting inbound links from websites not on the MySpacedomain.domain.
Measuring SEO successMeasuring SEO success Keyword Ranking.Keyword Ranking. Website Traffic.Website Traffic. Increase in "Share of Traffic" per keyword.Increase in "Share of Traffic" per keyword. Increased Revenue/keyword.Increased Revenue/keyword. Increase in Impressions ( good for Publishers toIncrease in Impressions ( good for Publishers toshow advertisers).show advertisers). Lower dependence on Paid Search.Lower dependence on Paid Search. Lowering the cost per acquisition.Lowering the cost per acquisition.
SEO ToolboxSEO Toolbox“The tool is only as good as the people that use it.”
Thank YouEdited by :Saatul Ihsan,Edited by :Saatul Ihsan,from original source byfrom original source byShimon SandlerShimon Sandlerwww.ShimonSandler.comwww.ShimonSandler.com