This document summarizes a webinar on basic search engine optimization. The webinar covers: why search traffic is important, how to check your site's search traffic statistics, how Google ranks content based on on-page and off-page SEO factors like links and keywords, and tips for improving search results such as submitting the site to Google Webmaster and optimizing content, pages, and images. The goal is to turn accidental first-time visitors into returning visitors through good webmastering skills like internal links, navigation, and engaging content.

1. Webinar
“Basic Search Engine Optimization”
Organized by GFAR
Peter Casier – GFAR Social Media Coordinator
peter.casier@fao.org
Charles Plummer – GFAR Social Media administrator
charles.plummer@fao.org

2. Webinar structure
1. Why is search traffic important?
2. How to check search traffic?
3. How does Google rank content?
4. How to get better search results?
5. The art of webmastering

3. 1. Why is search traffic important?
It is the most important
single source of traffic
on your website

7. Bounce rates:
Search: 53 %
Direct: 57 %
Referral: 52 %
Social Media: 67 %
Email: 55 %

8. Question/Remarks

9. Webinar structure
1. Why is search traffic important?
2. How to check search traffic?

10. 2. How to check search traffic
(How well is YOUR site doing?)
1. Statistics (Google Analytics, built-in statistics)
2. Check the actual search

17. Question/Remarks

18. Webinar structure
1. Why is search traffic important?
2. How to check search traffic?
3. How does Google rank content?

19. How does Google rank content?
1. Off-page SEO
2. In-page SEO

20. Off Page SEO:
”Pagerank”
minus
penalties

21. Pagerank – “PR”?
1. Sum of incoming links on a logarithmic scale PR0 - PR9
2. Minus penalties

23. In-page SEO
1. Title
2. Emphasized content – and meta tags

27. Question/Remarks

28. Webinar structure
1. Why is search traffic important?
2. How to check search traffic?
3. How does Google rank content?
4. How to get better search results?

29. 4. Get better search results
1. Submit/monitor Google Webmaster

32. 4. Get better search results
1. Submit/monitor Google Webmaster
2. Generate good content
3. Do your basic site SEO
4. Do your basic content/page SEO
5. Metadata for images

33. Question/Remarks

34. Webinar structure
1. Why is search traffic important?
2. How to check search traffic?
3. How does Google rank content?
4. How to get better search results?
5. The art of webmastering

35. The art of Webmastering:
Turn “accidental visitors”
into
“returning visitors”

36. Webmaster skills:
1. Anchors
2. Hooks
3. Good navigation
4. Teaser content, internal links

37. Anchors:

38. Hooks:

39. Good Navigation:

40. Teaser content:

41. Question/Remarks