Search Engine Optimization - David Goebel at eMarketing Techniques


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David Goebel discusses Search Engine Optimization 101 at the eMarketing Techniques Series at Corporate College

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  • Search Engine Optimization - David Goebel at eMarketing Techniques

    1. 1. By: Dave Goebel SEO 101
    2. 2. cartoon by Tom Bower
    3. 3. Who is Goebel Group Inc. <ul><li>We help our clients get found on the web </li></ul><ul><ul><li>Certified Google Adwords Professional, Yahoo, MSN </li></ul></ul><ul><li>Internet Marketing </li></ul><ul><ul><li>PR, Email, Surveys, PPC </li></ul></ul><ul><ul><li>SEO Review (Analysis and Recommendations) </li></ul></ul><ul><li>Enterprise Search </li></ul><ul><ul><li>Intranet, Website, and Desktop </li></ul></ul><ul><li>Clients in North America, Europe </li></ul><ul><li>Speaker and Writer </li></ul><ul><li> </li></ul><ul><li>[email_address] 440-289-3227 </li></ul>
    4. 4. What is Search Engine Optimization? <ul><li>Also known as Search Engine Optimization (SEO) or Search Engine Positioning </li></ul><ul><li>Leverages Search Engines’ desire to display most relevant pages that match users’ target keywords </li></ul><ul><li>Involves an integrated approach to web site development that recognizes the specific content, coding and promotion requirements for good search engine placement. </li></ul>
    5. 5. But First, Two Pearls of Wisdom… <ul><li>#1 “Build it and they will come, if they can find it.” </li></ul><ul><li>#2 “To be found in the search engines, first the search engines must find you.” </li></ul><ul><li>Jan Lympa </li></ul>
    6. 6. The Dawn of Search Engines Search Engine <ul><li>1993: Excite was introduced (Today part of Ask) </li></ul><ul><li>1994: Yahoo was developed by Jerry Yang and David Filo. Started as a list of favorites. </li></ul><ul><li>1994: WebCrawler; first full-text search engine on the Internet. </li></ul><ul><li>1994: Lycos; was a large search engine, indexing over 60 million documents </li></ul><ul><li>1995: Infoseek (now part of </li></ul><ul><li>1995: AltaVista </li></ul><ul><li>1996: Inktomi; started in 1996 at UC Berkeley </li></ul><ul><li>1997: Ask Jeeves and Northern Light </li></ul><ul><li>1997: Google; was launched in 1997 by Sergey Brin and Larry Page. Changed search by using inbound links to rank sites. </li></ul><ul><li>1998: MSN , Open Directory </li></ul>
    7. 7. Importance of Search Engines <ul><li>12 billion searches conducted monthly in the U.S. </li></ul><ul><li>Search engines organize and prioritize over 30 billion web pages. </li></ul><ul><li>85% of Internet users use search engines. </li></ul>
    8. 8. World Usage -- Internet World Stats, December, 2007
    9. 9. World Usage -- Internet World Stats, December, 2007
    10. 10. Search Engines <ul><li>Ultimate Business and Consumer Tool </li></ul>
    11. 11. US Search Engine Market Share -Hitwise July 2008
    12. 13. How People Search -- HitWise, 2008 1 word 23.4% 2 words 26.3% 3 words 21% 4 words 13.4% 5 words 7.4% 6 words 3.9% 7 words 2% 8 words+ 2.6%
    13. 14. How People Search- Organic vs. Paid Listings <ul><li>63.5% Click on Organic Listings </li></ul><ul><li>36.5% Click on Paid Listings </li></ul>--iProspect, 2007
    14. 15. Organic and Paid Listings on an Engine Organic Paid
    15. 16. SEO vs. PPC <ul><li>Search Engine Optimization </li></ul><ul><li>Low cost </li></ul><ul><li>Not a paid advertisement </li></ul><ul><li>Technical implementation </li></ul><ul><li>No guarantees </li></ul><ul><li>Long term goals & rewards </li></ul><ul><li>Pay Per Click </li></ul><ul><ul><li>Costly </li></ul></ul><ul><ul><li>Paid advertisement </li></ul></ul><ul><ul><li>Regular maintenance </li></ul></ul><ul><ul><li>Complete control </li></ul></ul><ul><ul><li>Immediate results </li></ul></ul>
    16. 17. Universal or Blended Search Results <ul><li>1. 2 billion searched on Google in one week in Jan. </li></ul><ul><li>220 million universal search results </li></ul><ul><li>17% searches on Google showed at least one result with video, news, images, maps, weather, or stocks . </li></ul><ul><li>38% video, 34% news, 19% images, and 15% multiple types of results. </li></ul>
    17. 18.
    18. 20.
    19. 23. How Does Google Search Work?
    20. 24. PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn)) Formula for Google PageRank Source Larry Page PageRank or PR(A) can be calculated using a simple iterative algorithm, and corresponds to the principal eigenvector of the normalized link matrix of the web.
    21. 25. Google Bot Software
    22. 26. How Does The Google Bot Crawl Google Servers Your Servers <ul><li>Continuously crawls to look for new content </li></ul><ul><li>Converts all files to HTML </li></ul><ul><li>Stores files on Google Servers </li></ul><ul><li>Determines relevancy of content and page </li></ul><ul><li>Servers results < second </li></ul><ul><li>Users clicks on result to go to your website </li></ul>
    23. 28. What does the Google Bot See
    24. 29. Title Tag, Description Tag
    25. 30. SEO Basics-Keyword Research <ul><li>Find the keywords or key-phrases that are relevant to your business or service and that people are searching on. </li></ul><ul><li>Use free tools from the internet to do keyword research. </li></ul>
    26. 31. Keyword Suggestion Searches / month mother's day flowers 118,020 easter flowers 53,040 names of flowers 50,280 wedding flowers 22,950 spring flowers 20,910 pictures of flowers 15,300 send flowers 10,020 cheap flowers 9,960 pro flowers 9,180 purple flowers 8,370 silk flowers 8,040
    27. 34. SEO Basics- Building a site that is SEO Friendly <ul><li>Allow crawlers or bots access </li></ul><ul><li>Should have the proper meta tags </li></ul><ul><li>Content must be relevant </li></ul><ul><li>Do not try to trick crawlers or bots </li></ul><ul><ul><li>No white on white text </li></ul></ul>
    28. 35. SEO Basics- Meta Tags <ul><li>Tag that tell crawlers or bots what is on the page </li></ul><ul><li>Information about the information </li></ul><ul><li>Most important </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Description </li></ul></ul><ul><ul><li>Robots </li></ul></ul><html> <head> <meta http-equiv=&quot;Content-Language&quot; content=&quot;en-us&quot;> <meta http-equiv=&quot;Content-Type&quot; content=&quot;&quot;> <title>SEO</title> <meta name=&quot;keywords&quot; content=“ &quot;> <meta name=&quot;description&quot; content=“ &quot;> <META NAME=&quot;robots&quot; CONTENT=&quot;index, follow&quot;> <META NAME=&quot;GOOGLEBOT&quot; CONTENT=&quot;INDEX, FOLLOW&quot;>
    29. 36. SEO Basics- Content <ul><li>Content is King </li></ul><ul><li>Use relevant keywords or key-phrases with a density of between 3% and 7% </li></ul><ul><li>Bold helps </li></ul>
    30. 37. SEO Basics-Links <ul><li>Inbound </li></ul><ul><ul><li>Higher ranking site </li></ul></ul><ul><ul><li>Text in link important </li></ul></ul><ul><li>Outbound </li></ul><ul><ul><li>Less the better </li></ul></ul><ul><ul><li>Crawler follows link </li></ul></ul><ul><li>Intra site </li></ul><ul><ul><li>Helps with navigation </li></ul></ul>
    31. 38. SEO Basics- Navigation <ul><li>JavaScript </li></ul><ul><ul><li>Some Crawlers can not navigate </li></ul></ul><ul><ul><li>Commonly found in Menus </li></ul></ul><ul><li>Flash </li></ul><ul><ul><li>Crawlers can not view </li></ul></ul><ul><ul><li>Use HTML version as option or SWFobject </li></ul></ul><ul><li>Images </li></ul><ul><ul><li>Should have alt tags </li></ul></ul>
    32. 39. Tools for SEO-Keyword Density Checker
    33. 40. Tools for SEO-Validation Tool
    34. 42. Tools for Keywords Google
    35. 43. Tools for SEO-Link Checker
    36. 44. Tools for SEO-Google Webmaster Tools
    37. 45. Tools for Links Google Webmaster Tools
    38. 46. Tools for Keyword Rank or Position and Traffic Google Webmaster Tools
    39. 47. Tools for Keyword Rank or Position and Traffic Google Webmaster Tools
    40. 48. Tools for SEO Rank SEORUSH
    41. 49. Tools for PPC Rank SEORUSH
    42. 51. Other Optimization Considerations <ul><li>Mobile Search </li></ul><ul><ul><li>iPhone and gPhone </li></ul></ul><ul><li>Local Search </li></ul><ul><li>B2B or B2C </li></ul><ul><li>International </li></ul><ul><li>Social Media </li></ul>
    43. 52. Conclusion <ul><li>SEO takes time & never ends </li></ul><ul><li>Content is King! </li></ul><ul><li>Make content relevant </li></ul><ul><li>Inbound links are important </li></ul><ul><li>Organic clicks are free! </li></ul>
    44. 53. Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>