Search engine Optimization
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This presentation provides a glimpse of SEO..
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Search engine Optimization
- 2. ⢠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 âbetterâ, more relevant results than competitors
- 4. ď˝ Spider âcrawlsâ the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database ď˝ Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content ď˝ Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real- time) ď˝ Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors
- 5. ď˝ SEO = Search Engine Optimization ⌠Refers to the process of âoptimizingâ both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms. ⌠Refers to the âindustryâ that has been created regarding using keyword searching a means of increasing relevant traffic to a website
- 6. ď˝ Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a âpretty goodâ idea of the major factors and approximate weight assignments ď˝ The SEO algorithm is constantly changed, tweaked & updated ď˝ Websites and documents being searched are also constantly changing ď˝ Varies by Search Engine â some give more weight to on- page factors, some to link popularity
- 7. ď˝ Research desirable keywords and search phrases (WordTracker, Overture, Google AdWords) ď˝ Identify search phrases to target (should be relevant to business/market, obtainable and profitable) ď˝ âCleanâ and optimize a websiteâs HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc. ď˝ Help in writing copy to appeal to both search engines and actual website visitors
- 8. ď˝ Study competitors (competing websites) and search engines ď˝ Implement a quality link building campaign ď˝ Add Quality content ď˝ Constant monitoring of rankings for targeted search terms
- 9. ď˝ On-Page Factors (Code & Content) ď Title tags <title> #3 ď Header tags <h1> #5 ď ALT image tags #4 ď Content, Content, Content (Body text) <body> #1 ď Hyperlink text #6 ď Keyword frequency & density #2 ď˝ Off-Page Factors ď Link Popularity (âvotesâ for your site) â adds credibility #2 ď Anchor text #1
- 10. ď˝ View > Source (HTML code)
- 12. ď˝ PPC ads appear as âsponsored listingsâ ď˝ Companies bid on price they are willing to pay âper clickâ ď˝ Typically have very good tracking tools and statistics ď˝ Ability to control ad text ď˝ Can set budgets and spending limits ď˝ Google AdWords and Overture are the two leaders
- 13. Pay-Per-Click âOrganicâ SEO ⢠results in 1-2 days ⢠easier for a novice or one little knowledge of SEO ⢠ability to turn on and off at any moment ⢠generally more costly per visitor and per conversion ⢠fewer impressions and exposure ⢠easier to compete in highly competitive market space (but it will cost you) ⢠Ability to generate exposure on related sites (AdSense) ⢠ability to target âlocalâ markets ⢠better for short-term and high-margin campaigns ⢠results take 2 weeks to 4 months ⢠requires ongoing learning and experience to achieve results ⢠very difficult to control flow of traffic ⢠generally more cost-effective, does not penalize for more traffic ⢠SERPs are more popular than sponsored ads ⢠very difficult to compete in highly competitive market space ⢠ability to generate exposure on related websites and directories ⢠more difficult to target local markets ⢠better for long-term and lower margin campaigns
- 14. ď˝ Research keywords related to your business ď˝ Identify competitors, utilize benchmarking techniques and identify level of competition ď˝ Utilize descriptive title tags for each page ď˝ Ensure that your text is HTML-text and not image text ď˝ Use text links when ever possible ď˝ Use appropriate keywords in your content and internal hyperlinks (donât overdo!) ď˝ Obtain inbound links from related websites ď˝ Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced ď˝ Educate yourself about search engine marketing