Search engine optimization


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Search engine optimization

  1. 1. What is a Search Engine? Definition: An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user.  Commonly used to refer to large web-based search engines that search through billions of pages on the internet. Different than a Directory Common Characteristics:  Spider, Indexer, Database, Algorithm  Find matching documents and display them according to relevance  Frequent updates to documents searched and ranking algorithm  Strive to produce “better”, more relevant results than competitors
  2. 2. Examples popular Search Engines 
  3. 3. How Do Search Engines Work? Spider “crawls” the web to find new documents (web  pages, other documents) typically by following hyperlinks from websites already in their database Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time) Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors
  4. 4. Why is Search Engine Marketing important?  85% of all traffic on the internet is referred to by search engines 90% of all users don’t look past the first 30 results (most only view top 10) Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized Cost-effective advertising Clear and measurable ROI Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Sales/Leads
  5. 5. What is Search Engine Optimization?  SEO = Search Engine Optimization  Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.  Refers to the “industry” that has been created regarding using keyword searching a a means of increasing relevant traffic to a website
  6. 6. What is a SEO Algorithm?  Top Secret! Only select employees of a search engines company know for certain Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments The SEO algorithm is constantly changed, tweaked & updated Websites and documents being searched are also constantly changing Varies by Search Engine – some give more weight to on-page factors, some to link popularity
  7. 7. Steps to developing a good SEO strategy: Research desirable keywords and search phrases  (WordTracker, Overture, Google AdWords) Identify search phrases to target (should be relevant to business/market, obtainable and profitable) “Clean” and optimize a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc. Help in writing copy to appeal to both search engines and actual website visitors Study competitors (competing websites) and search engines Implement a quality link building campaign Add Quality content Constant monitoring of rankings for targeted search terms
  8. 8. Ranking factors On-Page Factors (Code & Content)  Title tags <title> #3   Header tags <h1> #5  ALT image tags #4  Content, Content, Content (Body text) <body> #1  Hyperlink text #6  Keyword frequency & density #2 Off-Page Factors  Link Popularity (“votes” for your site) – adds credibility #2  Anchor text #1
  9. 9. What a Search Engine Sees View > Source (HTML code) 
  10. 10. Pay Per Click  PPC ads appear as “sponsored listings” Companies bid on price they are willing to pay “per click” Typically have very good tracking tools and statistics Ability to control ad text Can set budgets and spending limits Google AdWords and Overture are the two leaders
  11. 11. PPC vs. “Organic” SEO Pay-Per-Click “Organic” SEO• results in 1-2 days  • results take 2 weeks to 4 months• easier for a novice or one little knowledge of • requires ongoing learning and experience toSEO achieve results• ability to turn on and off at any moment • very difficult to control flow of traffic• generally more costly per visitor and per • generally more cost-effective, does notconversion penalize for more traffic• fewer impressions and exposure • SERPs are more popular than sponsored ads• easier to compete in highly competitive • very difficult to compete in highly competitivemarket space (but it will cost you) market space• Ability to generate exposure on related sites • ability to generate exposure on related(AdSense) websites and directories• ability to target “local” markets • more difficult to target local markets• better for short-term and high-margin • better for long-term and lower margincampaigns campaigns
  12. 12. Basic Tips & Optimization Techniques Research keywords related to your business  Identify competitors, utilize benchmarking techniques and identify level of competition Utilize descriptive title tags for each page Ensure that your text is HTML-text and not image text Use text links when ever possible Use appropriate keywords in your content and internal hyperlinks (don’t overdo!) Obtain inbound links from related websites Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced Educate yourself about search engine marketing