This document provides an overview of search engine optimization (SEO). It defines SEO as an ongoing process of making websites more accessible, relevant and credible to search engines. The document outlines key on-page SEO factors like content, keywords, links and site structure. It also discusses off-page SEO like link building through social media, PR and high-quality link-worthy content. The presentation aims to help organizations understand SEO and determine if SEO services could help their website.
27. Is Your Site Accessible?
site:www.peaceneighborhoodcenter.org
cache:http://www.peaceneighborhoodcenter.org/
Google Webmaster Tools
Yahoo! Site Explorer
!
39. Questions?
Andrew Miller
YourSearchAdvisor.com
@AndrewCMiller
Editor's Notes
Happy place
Zone out or bomb
buzzword
Effective
+ ROI
Maple Road
IS
IS NOT
Can’t just set it and forget it
Not all technical
Technical problems and solutions exist
Most tactics are content related
No hidden secrets or black art
Misinformation
Knowing what/who to believe
Experience, Trial and Error
Investment in Time, Resources, People.
Build into processes and business roles.
Not stand-alone
Combined with other marketing initiatives.
PPC, Traditional, PR, Online, etc.
Mindset / philosophy.
Should be integrated into processes (copy, design, development, PR)
Somebody needs to own it
Searchers accomplish something (goal)
Keywords are “stated intent”
SEO funnels that intent to your content
If you remember nothing else!
Three main pillars of SEO
If you remember nothing else!
Three main pillars of SEO
If you remember nothing else!
Three main pillars of SEO
Can crawlers access, read, understand site content?
If they can’t see it, they can’t read it.
Terminator - if you’re the Associated Press, it might be
Peace Ctr has Flash element (surrounded by HTML, so it’s okay)
Peace Ctr has text embedded in image
Most dropdown effects can be achieved with CSS
Peace Ctr has JavaScript navigation
Table of contents for your site
Enables crawler discovery
Doesn’t help with ranking directly
Peace Ctr does not have sitemaps
Peace Ctr. Grocery Cards page not indexed
related to the keywords being searched
Don’t overdo it!
Write for humans, not search engines.
Keyword Research Tools: Google Adwords, Keyword Discovery
other types of search engines (images, video, etc)
Universal Search Results
Links are votes
Authority, Credibility
Authoritative sites (CNN.com) attract more links
Peace Ctr. has 101 links
Manual requests
Organic growth - which is easier? Create something of value
Peace Ctr. Facebook Page
Manual requests
Organic growth - which is easier?
Peace Ctr. Facebook Page
Personalization
Social and Usage Metrics
Real Time (Twitter)