Janet Driscoll Miller presented the basics of SEO on an IDEA e-solutions webinar. Learn about what affects ecommerce rankings and the opportunities that ecommerce sites might be missing in SEO.
4. WHAT IS SEARCH ENGINE MARKETING
(SEM)?
• Search Engine Optimization (SEO)
– Act of improving “natural” result rankings on search engines via
tactics that adjust elements that are important to search
engine algorithms
• Pay Per Click Advertising (PPC)
– Also known as “sponsored results”, advertising that appears to
the top, bottom, or side of search engine natural results
– Typically cost is generated on a “pay-per-click” model, where
advertiser pays for each click a searcher makes on an ad, vs.
the traditional online marketing method of “cost per
impression”.
SEARCH-MOJO.COM
7. HOW A BOT INDEXES A WEBSITE
• Follows links through the website
• May index several pages at a time and come back often
• Sometimes bots visit several times per day
Website B
Website A Website C
Page 1 Page 2
Page 2a
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8. HOW THE SEARCH ALGORITHMS WORK
• Complex mathematical equation
• Used to rank websites around a search term in the
search engine
• Key factors include:
– How often keyword appears in page content
– Quantity and quality of links pointing to site
– Age of the website or page
• Result is a position in the search engine result page
(SERP)
SEARCH-MOJO.COM
10. WHO IS RESPONSIBLE FOR SEO?
• Answer: It depends!
– Marketing
– IT
• Both play a pivotal role in the success
of SEO
• Marketing must make SEO part of its plan
SEARCH-MOJO.COM
11. THE 4 BASIC COMPONENTS OF SEO
• Keyword Research
– Select good keywords
– Not too broad (“shoes”), not too specific
(“Asics Gel 2010 running shoes”)
• Content Editing
– Include the keywords in the text of the
website
– Keyword Density: percentage of times
that a keyword appears in page text
– Site structure
• Certain technologies can
“block” search engine bots
• Inbound links
– Serves as a measure of site “popularity”
on a subject
• Social Media Monitoring
– Tweets count as inbound links
– Find new sites to link from
– Social profiles and Google Plus SEARCH-MOJO.COM
12. INFLUENCE OF SOCIAL MEDIA ON SEO
• Google Search Plus Your World
– Shows personal results by default
– Based on your “social circle”
• New thoughts on what constitutes
“popularity” or “expertise”
– We used to share things through links on
blogs/websites
– Now we share info via social media
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13. WHAT ABOUT THIS INDUSTRY?
• Recent Updates:
– Panda and Penguin
• Penalize sites for duplicate content
– Watch your site rankings closely
• To fix:
– Edit content
– Claim ownership
– Differ it somewhat in verbiage from
site to site SEARCH-MOJO.COM
14. WHAT ABOUT THIS INDUSTRY?
• Rich Snippets
– GREAT to enhance click through and visibility
– Does NOT improve rankings
– Add code around current page content
to enable
• Shopping Results
– Create FREE Google Merchant account
to enable
www.google.com/merchants
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15. WHAT CAN YOU DO TODAY?
• Create a Google Plus profile
– Create other social profiles
– Link them up on your Google Plus profile
• Get in the Google Shopping Results!
• Use Rich Snippets
• Monitor your results closely
• Google Webmaster Tools
www.google.com/webmasters/tools/
SEARCH-MOJO.COM
Example of WelchAllynEKG machine: http://www.akwmedical.com/catalog/ekg-machines/welch-allyn-cp100-interpretive-ekgAnd a toaster: http://www.amazon.com/Hamilton-Beach-Slice-Metal-Toaster/dp/B004LZQJLEExample of Perio.org issue with Panda Update (3/23)