Search engine optimization (SEO) involves optimizing websites to increase traffic from search engines. On-site optimization makes websites more relevant and useful for search engines and users through things like relevant and unique content, keyword research, and usability. Off-site optimization focuses on popularity through obtaining quality backlinks from trusted sources. The top priority for SEO is keyword research to produce content people are actively searching for. Higher rankings are critical for visibility since the top results receive the majority of clicks.

1. SEARCH ENGINE OPTIMIZATION 101

2. Who’s presenting today?
 Writer, Editor, Search Engine Marketer
 330,000 unique visitors
 500,000 page views
LEE WEBER
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4. How search engines work
1. Search engines crawl the web via links
2. Search engines decipher and store the
code in massive hard drives
(datacenters)
3. When we enter a search query, engines
return results based on their unique
sorting systems (algorithm)
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5. Google’s Datacenters
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6. Search query results are
RELEVANT or useful to the searcher’s
query
RANKED in order of perceived usefulness,
popularity, or importance
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7. Search engine ranking position
 SERP… affects
 Traffic
 Exposure
 Sales
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8. Eye tracking heat maps
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9. Why ranking matters
Higher rankings in the first few results are
critical to visibility.
A #1 position in Google's search results
receives a majority of all click-through
traffic.
The #2 position receives 10-15% %, the
third 5-10%, the fourth less than 5%,
and all others are under 2%.
Highly ranked sites build trust.
Consumers view sites as worthy and
relatively important.
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11. What is SEO
Promoting a web site to increase the number of visitors the site receives from search engines.
1. ON SITE optimization (Relevant and useful)
2. OFF SITE optimization (Popularity)
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12. ON SITE optimization
1. Structure websites for engines and readers
2. Create engaging, relevant content
3. Know your keywords
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13. ON SITE optimization for engines
Content = indexed

Ensure crawable link structure/site architecture
 Submission required forms
 JavaScript, Frames, -frames. or links in Flash, Java, or plugins
 Blocked pages
 Pages with 100’s of links

Write important content in HTML text format

Cross-link content with keyword variations
Content = relevant

Use keywords prominently in titles, text, URL, and meta data

Use title tags that are an accurate, concise description of a page's content

Identify content using structured data (rich snippets)
Content = unique

Avoid duplicate content (which version to show to users?)
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14. ON SITE optimization for readers
Content = positive experience
 Provide direct, actionable information relevant
to the query
 Deliver high quality, legitimate, credible content
 Use articles, images, and multi-media
 User engagement metrics = Time on page,
number of comments, number of shares,
bounce rate, etc.
Site = usable
 Easy to use, navigate, and understand
 Professionally designed and accessible to
modern browsers
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15. ON SITE optimization for keywords
Keywords = direction
 Keyword research should be your #1
priority
 With keywords, you can produce the
products, services, and content that
web searchers are already actively
seeking
 Keyword research can predict shifts in
demand so you can respond to
changing market conditions
 Keyword analysis requires testing
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17. My personal recommendations
 Create 50 landing pages
that are keyword optimized
 Cross-link pages with varied
text
 Share across your social
networks
 Expand into video, graphics,
and audio
 My site has 1,200 landing
pages that are keyword
optimized
 They are cross-linked with
varied text
 I share across my social
network
 I am expanding my content
based
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20. OFF SITE optimization
 The “marketing” part
 Requires time, energy, and a budget
 Quality inbound links
 Trustworthy
 Global popularity
 Niche
 Anchor text
 Social sharing
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21. OFF SITE optimization
Link Building 101
 Natural links
 Are the result of quality content
 Outreach links
 Emails
 Directory listings
 Website award programs
 Self created
 Forum signatures
 Blog comments
 User profiles
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22. Global Market Share
 Google
 Yahoo
 Bing
…but mostly Google
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24. Questions?
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