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SEO TutorialSearch Engine Optimization,[object Object]
Agenda,[object Object],What is a Search Engine?,[object Object],Examples of popular Search Engines,[object Object],How Do Search Engines Work?,[object Object],Search Engines statistics,[object Object],Why is Search Engine marketing important? ,[object Object],What is SEO,[object Object],Industry Research,[object Object],White hat versus black hat,[object Object],What is a SEO Algorithm?,[object Object],SEO Process,[object Object],Technical aspects of SEO,[object Object],Steps to developing a good SEO strategy,[object Object],Ranking factors,[object Object],Social Media - MySpace Optimization,[object Object],PPC vs. Organic,[object Object],Basic tips for optimization,[object Object],Measuring SEO success,[object Object],SEO Tools,[object Object]
What is a Search Engine? ,[object Object],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.,[object Object],Different than a Directory ,[object Object],Common Characteristics:,[object Object],Spider, Indexer, Database, Algorithm,[object Object],Find matching documents and display them according to relevance,[object Object],Frequent updates to documents searched and ranking algorithm,[object Object],Strive to produce “better”, more relevant results than competitors,[object Object]
Examples popular Search Engines,[object Object]
How Do Search Engines Work?,[object Object],Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database,[object Object],Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content,[object Object],Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time),[object Object],Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors,[object Object]
Search Engines statistics,[object Object],Google – 41.6%,[object Object],Yahoo – 31.5%,[object Object],MSN – 27.4%,[object Object],AOL – 13.6%,[object Object],Ask Jeeves – 7.0%,[object Object]
Why is Search Engine Marketing important?,[object Object],85% of all traffic on the internet is referred to by search engines,[object Object],90% of all users don’t look past the first 30 results (most only view top 10),[object Object],Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized,[object Object],Cost-effective advertising,[object Object],Clear and measurable ROI,[object Object],Operates under this assumption:,[object Object],More (relevant) traffic + Good Conversions Rate = More Sales/Leads,[object Object]
What is SEO (Search Engine Optimization)?,[object Object],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.,[object Object],Refers to the “industry” that has been created regarding using keyword searching a means of increasing relevant traffic to a website,[object Object],Internal Link Structure,[object Object],Link Popularity / Relevance,[object Object],Key Factors,[object Object],Crawl ability / Optimized Code,[object Object],Content Relevance,[object Object]
On-page & Off-page ranking factors,[object Object],Effective 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.,[object Object],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:,[object Object],Press releases ,[object Object],Article distribution ,[object Object],Social networking via sites like MySpace, Digg, Twitter, Facebook, Orkut, Slashdot  etc,[object Object],Link campaigns, such as asking complementary businesses to provide links ,[object Object],Directory listings ,[object Object],Link exchanges ,[object Object],Three-way linking ,[object Object],One-way linking ,[object Object],Blogging ,[object Object],Forum posting ,[object Object],Multi way linking ,[object Object],Internet Marketing ,[object Object]
What is Organic & Non-Organic Search?,[object Object],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.,[object Object],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.,[object Object]
Pay Per Click,[object Object],Pay Per Click,[object Object],Where are the Organic/Non-Organic Results?,[object Object],Organic,[object Object]
Industry Research – Who gets the clicks?,[object Object],Organic Clicks vs. Paid Clicks,[object Object],The vast majority of clicks -- roughly 60 percent, go to organic listings.,[object Object]
Industry Research: Organic SEO is the most popular form of SEM,[object Object],Organic 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%,[object Object]
Industry Research & The case for SEO,[object Object],Reasons to conduct SEO,[object Object],[object Object]
 SEO is the most popular form of SEM.
 SEO provides a high ROI.
 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 ,[object Object]
White hat versus black hat,[object Object],A 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.,[object Object],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. ,[object Object]
What is a SEO Algorithm?,[object Object],Top Secret!  Only select employees of a search engines company know for certain,[object Object],Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments,[object Object],The SEO algorithm is constantly changed, tweaked & updated,[object Object],Websites and documents being searched are also constantly changing,[object Object],Varies by Search Engine – some give more weight to on-page factors, some to link popularity,[object Object]
SEO Process,[object Object],Step 1: Discuss Business objectives.,[object Object],Step 2: Conduct initial keyword analysis.,[object Object],Step 3: Identify the keyword/landing page combinations.,[object Object],Step 4: Interim Client Approval for Keyword/Landing Pages.,[object Object],Step 5: Baseline Ranking & Traffic reports. ,[object Object],Step 6: On-site & Off-site optimization. ,[object Object],Step 7: Detailed Recommendation documents. ,[object Object],Step 8: Implementation.,[object Object],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. ,[object Object]
Technical SEO,[object Object],Comprehensive Website Analysis ,[object Object],Keyword Research and Analysis. ,[object Object],Baseline Ranking report. ,[object Object],Competitive analysis in Search Engines. ,[object Object],Content Analysis & SEO Copywriting. ,[object Object],Analysis of URL structure & information architecture. ,[object Object],Analysis of internal linking. ,[object Object],Analysis of source code and page layout. ,[object Object],Code validation.  ,[object Object],Search Engine Saturation.,[object Object],Link Popularity Analysis. ,[object Object],Link Relevancy & Co-Citation Analysis (Topical Relevancy).,[object Object]
Steps to developing a good SEO strategy:,[object Object],Research desirable keywords and search phrases (Word Tracker, Overture, Google AdWords),[object Object],Identify search phrases to target (should be relevant to business/market, obtainable and profitable),[object Object],“Clean” and optimize a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.,[object Object],Help in writing copy to appeal to both search engines and actual website visitors,[object Object],Study competitors (competing websites) and search engines,[object Object],Implement a quality link building campaign,[object Object],Add Quality content,[object Object],Constant monitoring of rankings for targeted search terms,[object Object]
Ranking factors,[object Object],On-Page Factors (Code & Content),[object Object],Title tags <title> #3,[object Object],Header tags <h1> #5,[object Object],ALT image tags #4,[object Object],Content is KING (Body text) <body> #1,[object Object],Hyperlink text #6,[object Object],Keyword frequency & density  #2,[object Object],Off-Page Factors,[object Object],Link Popularity (“votes” for your site) – adds credibility #2,[object Object],Anchor text #1,[object Object]
Technical SEO - Example of Page Elements,[object Object],On-Site Optimization,[object Object],Page Title,[object Object],Alt-Tags,[object Object],Anchor Text,[object Object],Navigation,[object Object],ryzeup.cominternet marketing,[object Object]
Technical SEO - Source Code,[object Object],Title Tag,[object Object],Meta data,[object Object],Javascript,[object Object],ryzeup.cominternet marketing,[object Object]
Social Media - MySpace Optimization,[object Object]
Social Media Marketing and Optimization,[object Object],Getting more targeted friends (sort by demographic criteria).,[object Object],Leaving “friends” comments.,[object Object],Profile Customization.,[object Object],Sending Bulletins.,[object Object],Sending mass private messages (with banner ad).,[object Object],Writing keyword-rich content with outbound links containing keyword-rich anchor text.,[object Object],Getting inbound links from websites not on the  MySpace domain. ,[object Object]
Pay Per Click,[object Object],[object Object]
Companies bid on price they are willing to pay “per click”
Typically have very good tracking tools and statistics
Ability to control ad text

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