SEO and the Startup: What is SEO and why should you care?
What is SEO? <ul><li>Search engine optimization  ( SEO ) is the process of improving the volume or quality of traffic to a...
What is SEM? <ul><li>Search engine marketing  ( SEM)  is a form of Internet marketing that seeks to promote Web sites by i...
Paid vs. Organic Search
Why care about SEO? <ul><li>US Internet users spend an average of 17 hours per week online.  </li></ul><ul><li>65% of Inte...
“ I will see results immediately.”   <ul><li>Truth:  SEO is no guarantee, and it takes time. </li></ul><ul><li>Establish r...
“ I can buy my way to the top”   <ul><li>Truth:  Pay Per Click (PPC) is not SEO </li></ul><ul><li>Quick fix  </li></ul><ul...
“ It’s all about keywords.”   <ul><li>Truth:  SEO is a multi-tiered strategy that is always in flux. </li></ul><ul><li>Pag...
Keyword Tool <ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul>
What is Page Rank & how do I improve it? <ul><li>PageRank relies on the uniquely democratic nature of the web by using its...
Search Ranking = Relevance * PageRank   <ul><li>0-3:   New sites or sites with very minimal links  </li></ul><ul><li>4-5: ...
Bookmarking Sites + Listings <ul><li>Bookmarking sites </li></ul><ul><li>Digg </li></ul><ul><li>Delicious </li></ul><ul><l...
How to acquire hits? <ul><li>Blog:   Have a Web site news page and post to it regularly – no less than once per month. </l...
In the Land of Code <ul><li>Title Tags </li></ul><ul><li>Description Tags </li></ul><ul><li>Header Tags – not images </li>...
Title & Description Tags <ul><li>Unique title tags for each page – 70< characters </li></ul><ul><li>Unique ,  relevant con...
URL Structure <ul><li>Bad Structure </li></ul>Good Structure
Google Analytics
Selecting an SEO Team <ul><li>The Keyword Confusion Red Flag:   An SEO company provides you with keywords.   </li></ul><ul...
Helpful Links <ul><li>Google Keywords Tool </li></ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></...
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Seo Presentation Feb2010

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Seo Presentation Feb2010

  1. 1. SEO and the Startup: What is SEO and why should you care?
  2. 2. What is SEO? <ul><li>Search engine optimization ( SEO ) is the process of improving the volume or quality of traffic to a web site from search engines via &quot;natural&quot; or un-paid (&quot;organic&quot; or &quot;algorithmic&quot;) search results. As an Internet marketing strategy, SEO considers how search engines work and for what people search. </li></ul><ul><li>Source: Wikipedia </li></ul>
  3. 3. What is SEM? <ul><li>Search engine marketing ( SEM) is a form of Internet marketing that seeks to promote Web sites by increasing their visibility in search-engine result pages (SERPs) through the use of paid placement, contextual advertising, paid links and paid inclusion. </li></ul><ul><li>Source: Wikipedia </li></ul>
  4. 4. Paid vs. Organic Search
  5. 5. Why care about SEO? <ul><li>US Internet users spend an average of 17 hours per week online. </li></ul><ul><li>65% of Internet users look for information about various products and services on the Internet and buy online </li></ul><ul><li>22% of users have a specific search engine dedicated as their home page.  </li></ul><ul><li>66% of Internet users make purchases online. </li></ul><ul><li>52% of Internet users do not click on online ads. </li></ul><ul><li>2009 study by the University of South Carolina’s Center for the Digital Future </li></ul>
  6. 6. “ I will see results immediately.” <ul><li>Truth: SEO is no guarantee, and it takes time. </li></ul><ul><li>Establish relevancy </li></ul><ul><li>Participate </li></ul><ul><li>Remain fresh </li></ul><ul><li>Age is power </li></ul>
  7. 7. “ I can buy my way to the top” <ul><li>Truth: Pay Per Click (PPC) is not SEO </li></ul><ul><li>Quick fix </li></ul><ul><li>Way to drive new traffic </li></ul><ul><li>Way to consistently feed new visitors to your site </li></ul><ul><li>The parameters for search rankings are always in flux, so you need to constantly be working on SEO. </li></ul>
  8. 8. “ It’s all about keywords.” <ul><li>Truth: SEO is a multi-tiered strategy that is always in flux. </li></ul><ul><li>Page Rank </li></ul><ul><li>Page Speed </li></ul><ul><li>Hits </li></ul><ul><li>Relevancy </li></ul><ul><li>Frequency </li></ul><ul><li>Bookmarks </li></ul><ul><li>Programming elements </li></ul><ul><li>Links </li></ul><ul><li>Listings </li></ul><ul><li>Keywords </li></ul><ul><li>URL Structure </li></ul><ul><li>Domain redirects </li></ul>
  9. 9. Keyword Tool <ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul>
  10. 10. What is Page Rank & how do I improve it? <ul><li>PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves &quot;important&quot; weigh more heavily and help to make other pages &quot;important&quot;. </li></ul><ul><li>Google ranks on 0-10 scale </li></ul><ul><li>Number of inbound links + Page Rank of inbound linked pages </li></ul><ul><li>Relevance of search words on page and actual page visits </li></ul>
  11. 11. Search Ranking = Relevance * PageRank <ul><li>0-3:  New sites or sites with very minimal links </li></ul><ul><li>4-5:   Popular sites with a fair amount of inbound links </li></ul><ul><li>6:   Very popular sites that have hundreds of links, many of them quality links </li></ul><ul><li>7-10:   Usually media brands (NYTimes.com), big companies or A-list bloggers. </li></ul><ul><li>Source: Hub Spot </li></ul>
  12. 12. Bookmarking Sites + Listings <ul><li>Bookmarking sites </li></ul><ul><li>Digg </li></ul><ul><li>Delicious </li></ul><ul><li>Technorati </li></ul><ul><li>Networked Blogs </li></ul><ul><li>Loaded Web </li></ul><ul><li>Industry Directories </li></ul><ul><li>Listings </li></ul><ul><li>Google Local Business Center </li></ul><ul><li>Yelp </li></ul><ul><li>Yahoo! Local Features </li></ul><ul><li>Bing Listings </li></ul><ul><li>Merchant Circle </li></ul><ul><li>Insider Pages </li></ul><ul><li>Yellow Pages </li></ul><ul><li>Super Pages </li></ul>
  13. 13. How to acquire hits? <ul><li>Blog: Have a Web site news page and post to it regularly – no less than once per month. </li></ul><ul><li>Social Media: </li></ul><ul><li>Use Facebook, Twitter, LinkedIn, YouTube etc. to link people to your site </li></ul><ul><li>Participate in industry-related blogs establishing your expertise and linking back to articles you’ve already written </li></ul><ul><li>Bookmark articles and make “list” stories that people will also want to index </li></ul><ul><li>Email Marketing </li></ul><ul><li>Build your database and send regular email blasts with relevant information to your clients </li></ul><ul><li>Use sophisticated email marketing software that allows segmenting </li></ul><ul><li>Track results and analyze data </li></ul><ul><li>PPC </li></ul><ul><li>Links </li></ul><ul><li>Listings </li></ul>
  14. 14. In the Land of Code <ul><li>Title Tags </li></ul><ul><li>Description Tags </li></ul><ul><li>Header Tags – not images </li></ul><ul><li>URL Structure </li></ul><ul><li>Domain Redirect </li></ul><ul><li>Navigation </li></ul><ul><li>Flash Elements – use sparingly </li></ul><ul><li>Name Images </li></ul><ul><li>Submit Site Maps </li></ul><ul><li>Add Google Analytics – it’s free! </li></ul><ul><li>Small File Sizes – increase speed </li></ul>
  15. 15. Title & Description Tags <ul><li>Unique title tags for each page – 70< characters </li></ul><ul><li>Unique , relevant content description for each page – 150< characters </li></ul>
  16. 16. URL Structure <ul><li>Bad Structure </li></ul>Good Structure
  17. 17. Google Analytics
  18. 18. Selecting an SEO Team <ul><li>The Keyword Confusion Red Flag: An SEO company provides you with keywords.  </li></ul><ul><li>The Minimum Red Flag: SEO firm is more than optimizing a few pages of your site…every page should be treated as a homepage.  </li></ul><ul><li>The No References Red Flag </li></ul><ul><li>The Guarantee Red Flag: If your SEO firm guarantees that your web site will have high search engine rankings or a high number of leads, they’re lying. </li></ul><ul><li>The Opaque Red Flag: Hidden practices are a tip-off. </li></ul><ul><li>The “Get ‘er Done” Red Flag: Beware of firms claiming SEO is a “one-time thing.”  </li></ul><ul><li>Source: Finding The Company That Gets You Found On The Web by JoAnna Dettmann and Kaysha Kalkofen, tSunela </li></ul>
  19. 19. Helpful Links <ul><li>Google Keywords Tool </li></ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>Google Webmaster Tool </li></ul><ul><li>http://www.google.com/webmasters/ </li></ul><ul><li>Bing Webmaster </li></ul><ul><li>http://www.bing.com/webmaster </li></ul><ul><li>Yahoo Site Explorer (Webmaster tool) </li></ul><ul><li>http://siteexplorer.search.yahoo.com/ </li></ul><ul><li>Hub Spot’s Website Grader – a good starting point but not foolproof </li></ul><ul><li>http://websitegrader.com/ </li></ul><ul><li>Google Page Speed Tool </li></ul><ul><li>http://code.google.com/speed/page-speed/ </li></ul><ul><li>Yahoo! Page Speed Tool </li></ul><ul><li>http://developer.yahoo.com/yslow/ </li></ul><ul><li>SEOMoz </li></ul><ul><li>http://www.seomoz.org/mozbar </li></ul>

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