Seo 101

809 views

Published on

This Intro to SEO presentation took about 30 minutes to deliver. I presented it to marketing, user experience and web developer teams who had no experience with SEO. See http://tracyrabold.com/2011/05/seo-basics/.

Published in: Business
  • Be the first to comment

  • Be the first to like this

Seo 101

  1. 1. seo 101 <ul><li>The goal of this presentation is to understand SEO: </li></ul><ul><ul><li>what “SEO” is </li></ul></ul><ul><ul><li>how it works </li></ul></ul><ul><ul><li>why SEO should be part of every web project </li></ul></ul><ul><li>We will: </li></ul><ul><ul><li>define “SEO” </li></ul></ul><ul><ul><li>show how SEO works, including examples </li></ul></ul>
  2. 2. what is SEO? <ul><li>Search engine optimization is the process of improving the volume or quality of visits from search engines to a website. </li></ul><ul><ul><li>It’s also called: </li></ul></ul><ul><ul><ul><li>“ Organic Search” </li></ul></ul></ul><ul><ul><ul><li>“ Natural Search” </li></ul></ul></ul><ul><li>A search engine is a tool that finds information on the Web based on a specific search query . </li></ul><ul><ul><li>The most popular search engines are: </li></ul></ul><ul><ul><ul><li>Google </li></ul></ul></ul><ul><ul><ul><li>Yahoo </li></ul></ul></ul><ul><ul><ul><li>bing </li></ul></ul></ul>Source: comScore & Compete.com
  3. 3. organic search results on the SERP
  4. 4. organic search results on the SERP
  5. 5. 18 billion searches per month whoa!
  6. 6. organic search growth = 20% <ul><ul><li>Web search continues to grow. </li></ul></ul><ul><ul><li>The total number of search queries grew 20% in the U.S. from March 2010 to March 2011. </li></ul></ul><ul><ul><li>The number of people searching the Web grew 7% in the U.S. year-over-year. </li></ul></ul><ul><ul><li>See also A Quick & Easy SEO Metric: Search Query Growth . </li></ul></ul>
  7. 7. how it works: the 3 pillars of SEO Source: Stephen Spencer, netConcepts To get indexed accurately, web pages needs to be optimized for the right keywords CONTENT Content Optimization Links help the search engines find web pages & determine their “importance” CONNECTION Link Building Making the site clearly visible to search engines is crucial to getting web pages indexed CODE Site Indexation
  8. 8. “site indexation” means… <ul><li>Don’t block the bot. </li></ul>
  9. 9. site indexation example The search engine bot spends a fixed amount of time crawling any website. Compare this URL, which is long and contains useless keywords : 1. https://www.companyname.com/randomletters/product/product_228.jhtml … to this one: 2. https://www.companyname.com/product/ URL 1 a lot more characters than URL 2. Multiply that over the total number of URLs on your website. That extra crawl time could be used to crawl real, useful content on your website. This is a very small example. How much other non-essential content is embedded inside, behind, all over your website?
  10. 10. “content optimization” means… Use words your users use.
  11. 11. content optimization example: an easy tool to find good keywords
  12. 12. content optimization example: more easy tools to find keywords <ul><li>Useful FREE tools: </li></ul><ul><ul><li>Google Insights for Search http://www.google.com/insights/search/# </li></ul></ul><ul><ul><li>Google Trends http://www.google.com/trends </li></ul></ul><ul><ul><li>Google Adwords Keyword Research Tool https://adwords.google.com/select/KeywordToolExternal </li></ul></ul><ul><ul><li>Google Wonder Wheel or Google Related Searches Go to Google, click “Show Options” then choose from the left </li></ul></ul><ul><ul><li>You don’t need the URLs for these; just Google them! </li></ul></ul>
  13. 13. “link building” means… Get them there.
  14. 14. link building example Contextual linking means linking within the body copy of the web page (“within context”). Linking to the HMO plans page 1 would give that page more authority with search engines. 1 https://www.blueshieldca.com/bsc/findaplan/ifp/look/accesshmo.jhtml https://www.blueshieldca.com/bsc/findaplan/ifp/learn/
  15. 15. a rising tide lifts all boats… <ul><li>Search engines see a domain </li></ul><ul><li>not a… </li></ul><ul><ul><li>department </li></ul></ul><ul><ul><li>business unit </li></ul></ul><ul><ul><li>Good SEO helps everyone </li></ul></ul><ul><ul><li>& </li></ul></ul><ul><ul><li>Weak SEO hurts everyone </li></ul></ul>A rising tide would lift all of the boats in this Thai floating market.
  16. 16. web best practices Usability Accessibility Good Code SEO except for Search Demand
  17. 17. the least you need to know SEO is… <ul><li>… an arms race </li></ul><ul><ul><li>Your competition on the web is likely to change. </li></ul></ul><ul><ul><li>Search engine algorithms change less frequently. Good practices mitigate possible negative effects. </li></ul></ul><ul><li>… baked into the website, not spread on top </li></ul><ul><ul><li>Good SEO begins at the planning stages. </li></ul></ul><ul><ul><li>Organic Search traffic is valuable, so SEO should be part of every web project. </li></ul></ul><ul><li>… almost always achieved in inches, not miles </li></ul><ul><ul><li>Don’t expect to see huge jumps in quantity or quality of organic search visits with one change. </li></ul></ul>
  18. 18. questions or comments? <ul><li>Contact me </li></ul><ul><li>with any questions </li></ul><ul><li>http://TracyRabold.com </li></ul><ul><li>or </li></ul><ul><li>[email_address] </li></ul>

×