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Confidential Presented by 2020 Aug
Introduction of SEO
Search Engine Optimization
peterchang@cityu.mo
2020/10/27 - BA 417 International Marketing
Presented by
Content
1. What is SEO
2. Why is SEO Important
3. Tools
4. Structure Data
5. Summary
2
Presented by MENU
Part1 - What is SEO ?
Presented by
What is SEO?
SEO is the act of modifying a website to increase its ranking in organic
(vs paid), crawler-based listings of search engines
Youtube: https://www.youtube.com/watch?v=0eKVizvYSUQ
Presented by
How do organic search listings work?
● A spider or crawler which is a component of a SE gathers
listings by automatically "crawling" the web
● The spider follows links to web pages, makes copies of the
pages and stores them in the SE’s index
● Based on this data, the SE then indexes the pages and ranks
the websites
Presented by
Organic & Paid?
When user searches something in search engines, they show two
types of results i.e. organic and paid.
Presented by MENU
Discussion
Presented by
Discussion
Discuss and compare the following 3 platforms in the view of Search Engine, how would
you choose for different types of product and services?
Google Instagram Wechat
Presented by MENU
Part2 - Why is SEO Important?
Presented by
Why is SEO Important?
Worldwide desktop market share of leading search engines from January 2010 to July 2020. Google is
significanly important for global marketing, nearly 95% search go throught it.
https://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/
The TOP 5:
1. Google 92.18%
2. Bing 8.04%
3. Baidu 7.34%
4. Yahoo 3.39%
5. Yandex 1.53%
https://www.oberlo.com/blog/top-search-en
gines-world
Presented by
Why is SEO Important?
● 80% of consumers find your website by first writing a query into a
box on a search engine
● 90% choose a site listed on the first page
● 28% of Google searches are for a "product/service name", 9% are
for a "brand name" and 5% are searches for a "company name".
● The top three organic positions receive 59% percent of user
clicks.
● Cost-effective advertising
● Clear and measurable ROI
The top 3 organic results (#1, #2, #3) capture 61% of clicks
Presented by
Value of SEO
1. Organic Search Is Most Often the Primary Source of
Website Traffic (75%)
2. SEO Builds Trust & Credibility (clean, effective, UX)
Presented by MENU
Part3 - Tools
Presented by
SEO/Keywords Tools
Audit
● https://www.thehoth.com/search-engine-rankings/
● https://www.wordtracker.com/inspect
● https://ahrefs.com/de/backlink-checker
Report
● https://analytics.google.com/analytics/
● https://search.google.com/search-console/
Trends
● https://ads.google.com/nav/selectaccoun
● https://trends.google.com/trends
Presented by MENU
Part4 - Structure Data
Presented by
Structure Data
The trend back toward localization
● Rich search results: Includes styling, images, and other visual
enhancements
● Rich cards: A variation on rich search results, similar to rich
snippets and designed for mobile users
● Enriched search results: Includes interactive or immersive
features
● Knowledge Graph: Information about an entity such as a brand
● Breadcrumbs: Breadcrumbs in your search result
● Carousels: A collection of multiple rich results in a carousel style
● Rich results for AMP: To have your AMP (Accelerated Mobile
Pages) appear in carousels and with rich results, you’ll need to
include structured data
Presented by
Structure Data
Breadcrumbs Rich cards Enriched search results Knowledge Graph AMP
Presented by MENU
Part5 - Summary
Presented by
Facts of SEO
● SEO Builds Trust & Credibility
● SEO Best Practices Are Always Being Updated
● SEO Is Relatively Cheap
● It’s A Long-Term Strategy
● If You’re Not on Page 1, You’re Not Winning the Click
● It’s Quantifiable
Presented by
Tips of SEO
1. Create Content that People Love to Read and Share
2. Re-Engineer Your Competitors’ SEO Strategies
3. Perform Exhaustive Keyword Research
4. Optimize On-Page Elements
5. Fix Technical SEO Issues
6. Enhance User Experience
7. Improve Your Backlink Profile
8. Leverage Social Media
9. Build Valuable Connections Using Outbound Links
10. Improve Internal Linking
11. Optimize Your Anchor Text
https://www.spyfu.com/blog/seo-tips/
MENU
Thank you
peterchang@cityu.mo

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Introduction of SEO,Search Engine Optimization

  • 1. Confidential Presented by 2020 Aug Introduction of SEO Search Engine Optimization peterchang@cityu.mo 2020/10/27 - BA 417 International Marketing
  • 2. Presented by Content 1. What is SEO 2. Why is SEO Important 3. Tools 4. Structure Data 5. Summary 2
  • 3. Presented by MENU Part1 - What is SEO ?
  • 4. Presented by What is SEO? SEO is the act of modifying a website to increase its ranking in organic (vs paid), crawler-based listings of search engines Youtube: https://www.youtube.com/watch?v=0eKVizvYSUQ
  • 5. Presented by How do organic search listings work? ● A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web ● The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index ● Based on this data, the SE then indexes the pages and ranks the websites
  • 6. Presented by Organic & Paid? When user searches something in search engines, they show two types of results i.e. organic and paid.
  • 8. Presented by Discussion Discuss and compare the following 3 platforms in the view of Search Engine, how would you choose for different types of product and services? Google Instagram Wechat
  • 9. Presented by MENU Part2 - Why is SEO Important?
  • 10. Presented by Why is SEO Important? Worldwide desktop market share of leading search engines from January 2010 to July 2020. Google is significanly important for global marketing, nearly 95% search go throught it. https://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/ The TOP 5: 1. Google 92.18% 2. Bing 8.04% 3. Baidu 7.34% 4. Yahoo 3.39% 5. Yandex 1.53% https://www.oberlo.com/blog/top-search-en gines-world
  • 11. Presented by Why is SEO Important? ● 80% of consumers find your website by first writing a query into a box on a search engine ● 90% choose a site listed on the first page ● 28% of Google searches are for a "product/service name", 9% are for a "brand name" and 5% are searches for a "company name". ● The top three organic positions receive 59% percent of user clicks. ● Cost-effective advertising ● Clear and measurable ROI The top 3 organic results (#1, #2, #3) capture 61% of clicks
  • 12. Presented by Value of SEO 1. Organic Search Is Most Often the Primary Source of Website Traffic (75%) 2. SEO Builds Trust & Credibility (clean, effective, UX)
  • 14. Presented by SEO/Keywords Tools Audit ● https://www.thehoth.com/search-engine-rankings/ ● https://www.wordtracker.com/inspect ● https://ahrefs.com/de/backlink-checker Report ● https://analytics.google.com/analytics/ ● https://search.google.com/search-console/ Trends ● https://ads.google.com/nav/selectaccoun ● https://trends.google.com/trends
  • 15. Presented by MENU Part4 - Structure Data
  • 16. Presented by Structure Data The trend back toward localization ● Rich search results: Includes styling, images, and other visual enhancements ● Rich cards: A variation on rich search results, similar to rich snippets and designed for mobile users ● Enriched search results: Includes interactive or immersive features ● Knowledge Graph: Information about an entity such as a brand ● Breadcrumbs: Breadcrumbs in your search result ● Carousels: A collection of multiple rich results in a carousel style ● Rich results for AMP: To have your AMP (Accelerated Mobile Pages) appear in carousels and with rich results, you’ll need to include structured data
  • 17. Presented by Structure Data Breadcrumbs Rich cards Enriched search results Knowledge Graph AMP
  • 19. Presented by Facts of SEO ● SEO Builds Trust & Credibility ● SEO Best Practices Are Always Being Updated ● SEO Is Relatively Cheap ● It’s A Long-Term Strategy ● If You’re Not on Page 1, You’re Not Winning the Click ● It’s Quantifiable
  • 20. Presented by Tips of SEO 1. Create Content that People Love to Read and Share 2. Re-Engineer Your Competitors’ SEO Strategies 3. Perform Exhaustive Keyword Research 4. Optimize On-Page Elements 5. Fix Technical SEO Issues 6. Enhance User Experience 7. Improve Your Backlink Profile 8. Leverage Social Media 9. Build Valuable Connections Using Outbound Links 10. Improve Internal Linking 11. Optimize Your Anchor Text https://www.spyfu.com/blog/seo-tips/