This document outlines a session on search engine marketing and optimizing a website for Google. It discusses Google's dominant role in search, how to improve a website's search engine optimization through techniques like optimizing title tags, meta descriptions, internal linking, and site speed. The document provides an agenda for explaining factors that influence search engine rankings, how to select keywords, and methods for online PR and link building to further optimize a website's presence in search results.

1. Session 5:
Search Engine Marketing
ITO Companies
Cali,
15 October 2015

2. 2
Recap yesterday

3. 3
One more thing
• Use of the word ‘outsourcing’
• Differences between countries in content and
colour schemes
• Local vs international website

4. 4
Why search engine marketing?
• 11.730 search queries on ‘IT outsourcing’
• Majority of site traffic through search
• Conversion-oriented traffic
• Cost-effective

5. 5
Survey: Which digital marketing channels
have the biggest impact on lead generation

6. Outline Google session
• Google’s dominant role
• Optimizing your website for SEO
• Online PR & linkbuilding
6

7. 7
Google dominates the Western World

8. How to be on top in Google?
8

9. Reviewing your Google Position
9

10. Google Trends
10

11. Outline Google session
• Google’s dominant role
• Optimizing your website for SEO
• Online PR & linkbuilding
11

12. Which factors influence the search engine
ranking for your website?
12
Search Engine Optimization (SEO)

13. 13
SEO ranking categories

14. 14
The “Pigeon Update” is a 2014 Google algorithm
update to provide more useful, relevant and
accurate local search

15. Google heeft algoritme aangepast
15.© Expand Online

16. 16
Site speed

17. 17
Check your mobile and
desktop site speed

18. 18
SEO Technique

19. 19

20. 20
Sitemap on Google Search Console

21. 21
Schema.org

22. 22
Selecting the right keywords

23. 23
SEO Content: Positioning your keywords
– Titles & meta descriptions
– Page title (title tag)
– Meta tags
– Headers (h1, h2, h3)
– Text
– Internal and external links
– Alt tags in pictures
– URL structure

24. 24
Title & Meta Description

25. 25
Title & Meta Description

26. 26
URL structure

27. 27
URL structure

28. 28
Internal links

29. 29
Internal links

30. 30
Internal links

31. 31
Internal links

32. 32
Landingpage

33. 33
Landingpage content

34. 34
Landingpage content

35. 35
SEO Site Clinic
Assess your:
- Title
- Meta description
- Heading
- URL structure
- Internal links

36. Outline Google session
• Google’s dominant role
• Optimizing your website for SEO
• Online PR & linkbuilding
36

37. 37
Page authority

38. 38
Local ranking factors

39. Promoting your site for quality links
39

40. 40

41. 41
Questions?
Thank you!