This document provides an introduction to search engine optimization (SEO) with an agenda covering key topics. It defines SEO as improving website visibility in organic search results, explains why search matters for driving traffic, and discusses the difference between organic and paid search. The document also covers factors like search position, click-through rates, blended search, how SEO works to impact rankings, and tips for maximizing SEO efforts like using keywords and building links.

1. Welcome!
SEO Basics
Introduction to SEO
December 1, 2011

2. SEO Basics Agenda
• Define SEO
• Why Search Matters
• Organic Vs. PPC
• Search Position
• Blended Search
• How SEO Works
• How to Take Advantage of SEO
• 3 Tips for SEO
• Q/A

3. Definition of SEO
SEO stands for Search Engine Optimization
Search Engine Optimization (SEO) is the process of improving the
visibility of a website or a web page in search engines via the “organic”
or un-paid search results.
- Wikipedia.org

4. Why Search Matters
Why Does Search Matter

5. Organic vs. PPC

6. Where the Clicks Happen
Where Do People Really Click
• 28% of all clicks occur in the Paid Search areas
• 72% of all clicks occur in the Organic Search areas

7. Click Through Rates (CTR)
Click Through Rates | Position Matters
Result Average Percentage Fraction of Top
Position of Clicks Ranking
Results
#1 42.1% N/A
#2 11.9% 3.5X Less
#3 8.5% 4.9X Less
#4 6.1% 6.9X Less
#5 4.9% 8.5X Less
#6 4.1% 10.4X Less
#7 3.4% 12.3X Less
#8 3.0% 14.0X Less
#9 2.8% 14.8X Less
#10 3.0% 14.1X Less
#11 - #20 10.1% N/A

8. Blended Search (Caffeine)
SEO isn’t just words
• Images
• Blogs
• Real Time (Twitter of Facebook)
• News
• Videos
Social is part of search
Social indicators impact
search rankings

9. Your Ranking
How SEO Works
• Search engines use spiders to crawl sites
• Sites are ranked (Like getting graded on a curve)
• Data is compiled, and delivered as specifically
as possible to a user via SERPs
• Ranking Factors
• General ranking algorithm
• Improvements/changes take time
• Google Cache

10. Maximize Your SEO Efforts
How to Take Advantage of SEO
1. Make sure your site is technically sound (for SEO)
2. Identify Keywords
3. Use Keywords on your site
• In your content
• In Your coding
4. Build Links
5. Incorporate Blended Search
6. Build More Links

11. Sometimes 4 is Better Than 1
Tip #1 Keywords

12. Google’s SEO Resources
Tip #2 Use Google Tools
• http://www.google.com/analytics/
• https://www.google.com/webmasters/tools/
• https://www.google.com/support/webmasters/
• http://static.googleusercontent.com/external_content/untrusted_dlcp/w
ww.google.com/en//webmasters/docs/search-engine-optimization-
starter-guide.pdf

13. If You Build Links Traffic Will Come
Tip #3 Build Some Links
• List your organization in Google Places and Yelp
• Ask a sister organization for a link
• Distribute a press release optimized for search with a link to your site
• Create a Twitter profile and “tweet” a link to ypur site (no followed, but
more often than not spawns legit links for legit content)
• List yourself with DMOZ.org (be specific)
• List yourself in Yahoo Directory ($299 yearly cost)