This document outlines an SEO tutorial that discusses: - What SEO is and key factors like content relevance and link popularity - Industry research showing organic search receives most clicks and SEO has a high ROI - The SEO process including keyword research, optimization, and monthly reporting - Technical on-site optimization aspects like titles, meta data, and code validation - Social media optimization specifically for MySpace - Metrics for measuring SEO success like keyword rankings and traffic - Common SEO tools to use

1. SEO TutorialSEO Tutorial
Search Engine OptimizationSearch Engine Optimization

2. AgendaAgenda
 What is SEOWhat is SEO
 Industry ResearchIndustry Research
 SEO ProcessSEO Process
 Technical aspects of SEOTechnical aspects of SEO
 Social Media - MySpace OptimizationSocial Media - MySpace Optimization
 Measuring SEO successMeasuring SEO success
 SEO ToolsSEO Tools

3. What is SEO ( Search Engine Optimization )?What is SEO ( Search Engine Optimization )?
 The process of improving web pages so they rank higher in searchThe process of improving web pages so they rank higher in search
engines for your targeted keywords.engines for your targeted keywords.
Crawlability / Optimized Code
Internal Link Structure
Link Popularity / Relevance
Key Factors
Content Relevance

4. Where are the Organic Results?Where are the Organic Results?
Organic
Pay Per Click
Pay Per Click

5. Industry Research – Who gets the clicks?Industry Research – Who gets the clicks?
The vast majority of clicks -- roughly 60 percent, go to organic
listings.
Source: Enquiro, 2006
Organic Clicks vs Paid Clicks

6. Industry Research: Organic SEO is the most popularIndustry Research: Organic SEO is the most popular
form of SEMform of SEM
Organic SEO is the most popular form of SEM, with almost three-quarters
of advertisers using this method, with paid placement a very close second at
71%

7. Industry Research & The case for SEOIndustry Research & The case for SEO
• The majority of clicks are going to
Organic listings.
• SEO is the most popular form of
SEM.
• SEO provides a high ROI.
• Many people don’t go past the 1st
page in the Search results.
• Users trust the Natural results to be
more relevant to their Search query.
Reasons to conduct SEO
*Sources: Iprospect Research, eMarketer

8. SEO ProcessSEO Process
Step 1Step 1: Discuss Business objectives.: Discuss Business objectives.
Step 2Step 2: Conduct initial keyword analysis.: Conduct initial keyword analysis.
Step 3Step 3: Identify the keyword/landing page combinations.: Identify the keyword/landing page combinations.
Step 4Step 4: Interim Client Approval for Keyword/Landing Pages.: Interim Client Approval for Keyword/Landing Pages.
Step 5Step 5: Baseline Ranking & Traffic reports.: Baseline Ranking & Traffic reports.
Step 6Step 6: On-site & Off-site optimization.: On-site & Off-site optimization.
Step 7Step 7: Detailed Recommendation documents.: Detailed Recommendation documents.
Step 8Step 8: Implementation.: Implementation.
Step 9Step 9: Monitoring and Optimizing: We provide monthly: Monitoring and Optimizing: We provide monthly
reporting and optimization recommendations. The reportingreporting and optimization recommendations. The reporting
is compared to the baseline (or previous month’s results) tois compared to the baseline (or previous month’s results) to
identify trends and help guide additional adjustments.identify trends and help guide additional adjustments.

9. Technical SEOTechnical SEO
1.1. Comprehensive Website AnalysisComprehensive Website Analysis
2.2. Keyword Research and Analysis.Keyword Research and Analysis.
3.3. Baseline Ranking report.Baseline Ranking report.
4.4. Competitive analysis in Search Engines.Competitive analysis in Search Engines.
5.5. Content Analysis & SEO Copywriting.Content Analysis & SEO Copywriting.
6.6. Analysis of URL structure & information architecture.Analysis of URL structure & information architecture.
7.7. Analysis of internal linking.Analysis of internal linking.
8.8. Analysis of source code and page layout.Analysis of source code and page layout.
9.9. Code validation.Code validation.
10.10. Search Engine Saturation.Search Engine Saturation.
11.11. Link Popularity Analysis.Link Popularity Analysis.
12.12. Link Relevancy & Co-Citation Analysis (Topical Relevancy).Link Relevancy & Co-Citation Analysis (Topical Relevancy).

10. Page
Title
Alt-Tags
Link Title Tags
Site-Side Optimization
Technical SEO - Example of Page Elements
Anchor Text
Navigation

11. Technical SEO - Source Code
Title Tag
Javascript
Meta data

12. Social Media - MySpace OptimizationSocial Media - MySpace Optimization

13. MySpace Marketing and OptimizationMySpace Marketing and Optimization
1)1) Getting more targeted friends (sort by demographicGetting more targeted friends (sort by demographic
criteria).criteria).
2)2) Leaving “friends” comments.Leaving “friends” comments.
3)3) Profile Customization.Profile Customization.
4)4) Sending Bulletins.Sending Bulletins.
5)5) Sending mass private messages (with banner ad).Sending mass private messages (with banner ad).
6)6) Writing keyword-rich content with outbound linksWriting keyword-rich content with outbound links
containing keyword-rich anchor text.containing keyword-rich anchor text.
7)7) Getting inbound links from websites not on the MySpaceGetting inbound links from websites not on the MySpace
domain.domain.

14. Measuring SEO successMeasuring SEO success
 Keyword Ranking.Keyword Ranking.
 Website Traffic.Website Traffic.
 Increase in "Share of Traffic" per keyword.Increase in "Share of Traffic" per keyword.
 Increased Revenue/keyword.Increased Revenue/keyword.
 Increase in Impressions ( good for Publishers toIncrease in Impressions ( good for Publishers to
show advertisers).show advertisers).
 Lower dependence on Paid Search.Lower dependence on Paid Search.
 Lowering the cost per acquisition.Lowering the cost per acquisition.

15. SEO ToolboxSEO Toolbox
“The tool is only as good as the people that use it.”

16. Thank You
Created ByCreated By
Shimon SandlerShimon Sandler
www.ShimonSandler.comwww.ShimonSandler.com