Web Form Automation for Bonterra Impact Management (fka Social Solutions Apri...
Seo
1. SEARCH ENGINES
&
SEARCH ENGINE OPTIMIZATION (SEO)
Global Information Internship
Program from
BUDNET
www.budnetdesign.com
2. AGENDA
• What is a Search Engine?
• Examples of popular Search Engines
• Search Engines statistics
• Why is Search Engine marketing important?
• What is a SEO Algorithm?
• Steps to developing a good SEO strategy
• Ranking factors
• Basic tips for optimization
3. 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, Algorithm
Find matching documents and display them according to
relevance
Frequent updates to documents searched and ranking algorithm
Strive to produce “better”, more relevant results than competitors
5. 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 database
Search engines indexes the content (text, code) in these documents by adding it
to their databases and then periodically updates this content
Search 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
7. WHY IS SEARCH ENGINE MARKETING IMPORTANT?
85% of all traffic on the internet is referred to by search engines
90% 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 optimized
Cost-effective advertising
Clear and measurable ROI
Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More
Sales/Leads
8. WHAT IS SEARCH ENGINE OPTIMIZATION?
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 a means of increasing relevant
traffic to a website
9. WHAT IS A SEO ALGORITHM?
Top Secret! Only select employees of a search engines company know
for certain
Reverse engineering, research and experiments gives SEOs (search
engine optimization professionals) a “pretty good” idea of the major
factors and approximate weight assignments
The SEO algorithm is constantly changed, tweaked & updated
Websites and documents being searched are also constantly changing
Varies by Search Engine – some give more weight to on-page factors,
some to link popularity
10. STEPS TO DEVELOPING A GOOD SEO STRATEGY:
Research desirable keywords and search phrases
(WordTracker, 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 visitors
Study competitors (competing websites) and search engines
Implement a quality link building campaign
Add Quality content
Constant monitoring of rankings for targeted search terms
11. RANKING FACTORS
On-Page Factors (Code & Content)
Title tags <title> #3
Header tags <h1> #5
ALT image tags #4
Content, Content, Content (Body text) <body> #1
Hyperlink text #6
Keyword frequency & density #2
Off-Page Factors
Link Popularity (“votes” for your site) – adds credibility #2
Anchor text #1
12. WHAT A SEARCH ENGINE SEES
View > Source (HTML code)
13. PAY PER CLICK
PPC ads appear as “sponsored listings”
Companies bid on price they are willing to pay “per
click”
Typically have very good tracking tools and statistics
Ability to control ad text
Can set budgets and spending limits
Google AdWords and Overture are the two leaders
14. PPC VS. “ORGANIC” SEO
Pay-Per-Click “Organic” SEO
• results in 1-2 days • results take 2 weeks to 4 months
• easier for a novice or one little knowledge of • requires ongoing learning and experience to
SEO achieve results
• ability to turn on and off at any moment • very difficult to control flow of traffic
• generally more costly per visitor and per • generally more cost-effective, does not
conversion penalize for more traffic
• fewer impressions and exposure • SERPs are more popular than sponsored ads
• easier to compete in highly competitive • very difficult to compete in highly competitive
market space (but it will cost you) market space
• Ability to generate exposure on related sites • ability to generate exposure on related
(AdSense) websites and directories
• ability to target “local” markets • more difficult to target local markets
• better for short-term and high-margin • better for long-term and lower margin
campaigns campaigns
15. BASIC TIPS & OPTIMIZATION TECHNIQUES
Research keywords related to your business
Identify competitors, utilize benchmarking techniques and identify level of
competition
Utilize descriptive title tags for each page
Ensure that your text is HTML-text and not image text
Use text links when ever possible
Use appropriate keywords in your content and internal hyperlinks (don’t overdo!)
Obtain inbound links from related websites
Monitor your search engine rankings and more importantly your website traffic
statistics and sales/leads produced
Educate yourself about search engine marketing