This document discusses search engine optimization (SEO) techniques. It covers topics like keywords, meta tags, content writing, links, and paid search. The goal of SEO is to optimize websites to rank higher organically in search engine results. Both white hat and black hat SEO tactics are mentioned, with white hat referring to legitimate optimization and black hat using tricks that could get a site banned.

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Search Marketing
We’ll examine:
Search
• Why is search important
Class 12 • How do use search to your advantage
Fall 2011 • Paid search
• Black hats vs. white hats
@AndreaGenevieve
andream@stedwards.edu

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Search is Tricky
Search • Constantly changing
• Moving target
Class 12 • Tweaking is key
Fall 2011
What is SEO anyway?
Lets ask
@AndreaGenevieve
andream@stedwards.edu

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Search
Class 12
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

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Easy to Crawl
Search • How do you do it?
Class 12 KEYWORDS!!
Fall 2011
(Not graphics)
Also, update often and link out.
@AndreaGenevieve
andream@stedwards.edu

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How to Find Keywords
Search Tools:
1.Google Webmaster
Class 12 2.Word Tracker
Fall 2011
Your list should initially contain 30
words
Put yourself in the prospects shoes.
What would YOU Google?
@AndreaGenevieve
andream@stedwards.edu

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Tips
Search • Stay away from generic words
• Narrow your list of 30 to 12 specific
Class 12 • Choose 2- 3 phrases with keywords
Fall 2011
• Choose LONG TAIL vs SHORT TAIL
words
• SEO each PAGE of your website
@AndreaGenevieve
andream@stedwards.edu

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All About Tails
Search Long Tail: 3 or more words in a set of
keywords. A phrase. Super complex.
Class 12
Fall 2011 Short Tail: one word keywords. Easy
and not hard to find.
Exercise: write 10 short tail keywords
and 2 long tail for
@AndreaGenevieve
andream@stedwards.edu

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Anatomy of a webpage
Search
Class 12
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

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Basic Web Structure
Search
Class 12
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

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More HTML
Search
Class 12
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

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TITLE matters
Search <title> lives near the header
This is what show up in the bar on top
Class 12 of your browser.
Fall 2011
Its also the click able in SERP (search
engine results page)
This is the first glimpse of your
content.
@AndreaGenevieve
andream@stedwards.edu

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META tags
Search (This is the description portion of SERPS)
meta name="Description" content="Basic HTML
Class 12 Code Articles - HTML Tutorials HTML code,
Fall 2011 code validation, HTML code validators, link
checkers, cross browser compatibility,
DOCTYPE declaration, character encoding,
HTML document structure”
meta name="Keywords" content="Your
set of keywords for the page "
@AndreaGenevieve
andream@stedwards.edu

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Write for people
Search
Class 12
Fall 2011
Not for keywords
@AndreaGenevieve
andream@stedwards.edu

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What is content?
Search • Everything on your site:
Graphics, animations, banners,sliders,
Class 12 (things spiders cant see)
Fall 2011
And TEXT (that spiders CAN see)
Graphics aren’t content and don’t
allow for as much SEO
@AndreaGenevieve
andream@stedwards.edu

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Links
Search • Secure high quality inbound links from
‘authority’ websites to achiever even
higher results
Class 12 • Why blogs are so popular (Link Love)
Fall 2011 • Links act as references for search spiders
• Links are votes of confidence
• Build quality over quantity
• Larger sites with lots of traffic are gold
mines (CNN, ESPN)
• Don’t forget about internal links
@AndreaGenevieve
andream@stedwards.edu

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Link Tips
Search 1. Generate valuable content
2. Let people know your site is there
Class 12 3. Create a blog
Fall 2011
4. Network!
5. Ask for links
6. Link within content
7. Submit your site to directories
8. Offer to swap links
@AndreaGenevieve
andream@stedwards.edu

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Black vs White Hats
Search White= good Black= bad
Class 12 Legitimate Use tricks
Fall 2011
Adheres to Exploit sites
SEO
guidelines Banned from
indexes
when
caught
Use multiple
@AndreaGenevieve domains
andream@stedwards.edu

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Black Hat Examples
Search 1. Keyword stuffing
2. Cloaking
Class 12 3. Invisible text
Fall 2011
4. Doorway page
5. Spam page
6. Interlinking
7. Selling links
8. Buying expired domains
@AndreaGenevieve
andream@stedwards.edu

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PPC vs CPM
Search PPC PPM or CPM
Google Adwords Facebook
Class 12 You pay per click Pay per million
Fall 2011
Funds go quickly Usually cheaper
Don’t need Not as control
control over over
timeline timeframe
@AndreaGenevieve
andream@stedwards.edu

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Choose Your Words
Carefully
Search • Each page should have a META
description, not a META tag.
Class 12 • Each page should have a carefully
Fall 2011 chosen TITLE.
CONTENT will always trump META
@AndreaGenevieve
andream@stedwards.edu

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Video SEO and graphic SEO
Search YouTube SEO is 35 times more
powerful than Google
Class 12
Fall 2011 To optimize images you need to tag
them with META data.
Naming the file also helps.
@AndreaGenevieve
andream@stedwards.edu

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Go Pro?
Search • Can pay for SEO or do it internally
• Time consuming
Class 12 • Large sums of money
Fall 2011
• At least 3 months to see results
@AndreaGenevieve
andream@stedwards.edu