SEO Tutorial

SEO TutorialSearch Engine Optimization

AgendaWhat is a Search Engine?Examples of popular Search EnginesHow Do Search Engines Work?Search Engines statisticsWhy is Search Engine marketing important? What is SEOIndustry ResearchWhite hat versus black hatWhat is a SEO Algorithm?SEO ProcessTechnical aspects of SEOSteps to developing a good SEO strategyRanking factorsSocial Media - MySpace OptimizationPPC vs. OrganicBasic tips for optimizationMeasuring SEO successSEO Tools

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, AlgorithmFind matching documents and display them according to relevanceFrequent updates to documents searched and ranking algorithmStrive to produce “better”, more relevant results than competitors

Examples popular Search Engines

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 databaseSearch engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this contentSearch 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

Search Engines statisticsGoogle – 41.6%Yahoo – 31.5%MSN – 27.4%AOL – 13.6%Ask Jeeves – 7.0%

Why is Search Engine Marketing important?85% of all traffic on the internet is referred to by search engines90% 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 optimizedCost-effective advertisingClear and measurable ROIOperates under this assumption:More (relevant) traffic + Good Conversions Rate = More Sales/Leads

What is 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 means of increasing relevant traffic to a websiteInternal Link StructureLink Popularity / RelevanceKey FactorsCrawl ability / Optimized CodeContent Relevance

On-page & Off-page ranking factorsEffective On-page SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web site development and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.Off-page optimization are strategies for search engine optimization that are done off the pages of a website to maximize its performance in the search engines for target keywords related to the page content. Examples of off-page optimization include linking, and placing keywords within link anchor text. Methods of obtaining links can also be considered off-page optimization. These include:Press releases Article distribution Social networking via sites like MySpace, Digg, Twitter, Facebook, Orkut, Slashdot etcLink campaigns, such as asking complementary businesses to provide links Directory listings Link exchanges Three-way linking One-way linking Blogging Forum posting Multi way linking Internet Marketing

What is Organic & Non-Organic Search?Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. In contrast, non-organic search results may include pay per click advertising.Non-Organic/Paid Search/Pay Per Click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system.

Pay Per ClickPay Per ClickWhere are the Organic/Non-Organic Results?Organic

Industry Research – Who gets the clicks?Organic Clicks vs. Paid ClicksThe vast majority of clicks -- roughly 60 percent, go to organic listings.

Industry Research: Organic SEO is the most popular form of SEMOrganic SEO is the most popular form of SEM, with almost three-quarters of advertisers using this method, with paid placement a very close second at 71%

Industry Research & The case for SEOReasons to conduct SEO The majority of clicks are going to Organic listings.

SEO is the most popular form of SEM.

Many people don’t go past the 1st page in the Search results.

Users trust the Natural results to be more relevant to their Search query.*Sources: Iprospect Research, eMarketer

White hat versus black hatA SEO tactic, technique or method is considered white hat if it conforms to the search engines' guidelines and involves no deception. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to game the algorithm. White hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical.Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review.

What is a SEO Algorithm?Top Secret! Only select employees of a search engines company know for certainReverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignmentsThe SEO algorithm is constantly changed, tweaked & updatedWebsites and documents being searched are also constantly changingVaries by Search Engine – some give more weight to on-page factors, some to link popularity

SEO ProcessStep 1: Discuss Business objectives.Step 2: Conduct initial keyword analysis.Step 3: Identify the keyword/landing page combinations.Step 4: Interim Client Approval for Keyword/Landing Pages.Step 5: Baseline Ranking & Traffic reports. Step 6: On-site & Off-site optimization. Step 7: Detailed Recommendation documents. Step 8: Implementation.Step 9: Monitoring and Optimizing: We provide monthly reporting and optimization recommendations. The reporting is compared to the baseline (or previous month’s results) to identify trends and help guide additional adjustments.

Technical SEOComprehensive Website Analysis Keyword Research and Analysis. Baseline Ranking report. Competitive analysis in Search Engines. Content Analysis & SEO Copywriting. Analysis of URL structure & information architecture. Analysis of internal linking. Analysis of source code and page layout. Code validation. Search Engine Saturation.Link Popularity Analysis. Link Relevancy & Co-Citation Analysis (Topical Relevancy).

Steps to developing a good SEO strategy:Research desirable keywords and search phrases (Word Tracker, 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 visitorsStudy competitors (competing websites) and search enginesImplement a quality link building campaignAdd Quality contentConstant monitoring of rankings for targeted search terms

Ranking factorsOn-Page Factors (Code & Content)Title tags <title> #3Header tags <h1> #5ALT image tags #4Content is KING (Body text) <body> #1Hyperlink text #6Keyword frequency & density #2Off-Page FactorsLink Popularity (“votes” for your site) – adds credibility #2Anchor text #1

Technical SEO - Example of Page ElementsOn-Site OptimizationPage TitleAlt-TagsAnchor TextNavigationryzeup.cominternet marketing

Technical SEO - Source CodeTitle TagMeta dataJavascriptryzeup.cominternet marketing

Social Media - MySpace Optimization

Social Media Marketing and OptimizationGetting more targeted friends (sort by demographic criteria).Leaving “friends” comments.Profile Customization.Sending Bulletins.Sending mass private messages (with banner ad).Writing keyword-rich content with outbound links containing keyword-rich anchor text.Getting inbound links from websites not on the MySpace domain.

Pay Per ClickPPC ads appear as “sponsored listings”

Companies bid on price they are willing to pay “per click”

Typically have very good tracking tools and statistics

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