SEO Audit


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SEO Audit

  1. 1. SEO Audit
  2. 2. What is SEO? <ul><li>SEO – Search Engine Optimization </li></ul><ul><ul><li>Techniques that help your website rank higher in organic search results </li></ul></ul><ul><ul><li>Organic search results are pages that appear due to relevance of search term </li></ul></ul><ul><li>Why worry about SEO? </li></ul><ul><ul><li>Ranking higher in organic search results is important because: </li></ul></ul><ul><ul><ul><li>It’s free </li></ul></ul></ul><ul><ul><ul><li>Drives more traffic to site </li></ul></ul></ul><ul><ul><ul><li>Attracts smarter people </li></ul></ul></ul><ul><ul><ul><li>75% of clicks are organic search links </li></ul></ul></ul><ul><ul><ul><li>Greater credibility among internet users </li></ul></ul></ul>
  3. 3. History of SEO <ul><li>Search engines were introduced in mid-90’s </li></ul><ul><ul><li>Companies such as Yahoo, Microsoft and Google were some of the first search engines </li></ul></ul><ul><ul><li>Intent was to index and store everything in an easily accessible domain </li></ul></ul><ul><ul><li>Relied heavily on keyword density </li></ul></ul><ul><li>Popularity of search engines increased in the late 90’s </li></ul><ul><ul><li>Yahoo, Microsoft and Google started to take into account website popularity (clicks), external factors (links) and relevancy of keywords </li></ul></ul><ul><ul><li>Relying on other factors, besides keyword density, ranks websites in the order that is deserved </li></ul></ul><ul><ul><li>Cheating search engines is nearly impossible because they are constantly being optimized and refined, but there are ways to optimize a website to provide the best possible rank </li></ul></ul>
  4. 4. How search engines rank sites <ul><li>Base results on both on-page and off-page factors </li></ul><ul><li>On-page factors </li></ul><ul><ul><li>Constitute about 25% of how search engines decide page rank for a particular keyword </li></ul></ul><ul><ul><li>Include keywords, metatags and content </li></ul></ul><ul><ul><li>Options that can be employed include : </li></ul></ul><ul><ul><ul><li>Using relevant keywords, keep page titles and megatags up-to-date, use keywords in URL, avoid relevant content and keywords in Flash, design site with search engines in mind </li></ul></ul></ul>
  5. 5. How search engines rank sites <ul><li>Off-page factors </li></ul><ul><ul><li>Constitute about 75% of website page rank </li></ul></ul><ul><ul><li>Range from sources such as, external websites, social networks, and amount of content related to your site on other sites </li></ul></ul><ul><ul><li>Ways to make off-page factors more attractive: </li></ul></ul><ul><ul><ul><li>The richer the content makes it appear more valuable, send one to two search optimized press releases per month, participate in social networking </li></ul></ul></ul>
  6. 6. Ethical vs. unethical optimizing <ul><li>Ethical way: White Hat </li></ul><ul><ul><li>Stems from producing good and relevant content </li></ul></ul><ul><ul><li>Using relevant keywords to on-page content is an easy and ethical way to increase rank </li></ul></ul><ul><li>Unethical way: Black Hat </li></ul><ul><ul><li>Any way of optimizing a website that is dishonest or could be considered cheating </li></ul></ul><ul><ul><li>Examples include: </li></ul></ul><ul><ul><ul><li>Paying companies to post links to your website, copying other website’s content, using more keywords than necessary or keywords that aren’t relevant </li></ul></ul></ul><ul><li>It is important to maintain an ethical relationship with search engines or they can drop your website from their index </li></ul>
  7. 7. How to pick keywords <ul><li>Three goals to keep in mind: </li></ul><ul><ul><li>Pick keywords that have a high search volume </li></ul></ul><ul><ul><li>The keyword needs to be high in relevancy to the content on your website </li></ul></ul><ul><ul><li>Difficulty of a keyword giving you a higher page rank to be low </li></ul></ul>
  8. 8. Things to keep in mind <ul><li>Content is king </li></ul><ul><li>Contribute to social networks </li></ul><ul><li>Start small and work your way up </li></ul><ul><li>Be ethical </li></ul><ul><li>Track website results </li></ul><ul><li>Get relevant companies to link to you </li></ul><ul><li>Have relevant content </li></ul><ul><li>Use high ranking keywords </li></ul>
  9. 9. Call to action <ul><li>Full Report – </li></ul><ul><li>http:// </li></ul><ul><li>William Tincup </li></ul><ul><li>E: </li></ul><ul><li>P: 817-204-0400 </li></ul><ul><li>W: </li></ul>