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Search Engine Optimization 101 Building a Search Engine Friendly Web Site. The popularity of Search SEM and SEO SEO: Understanding the Algorithm (aka “Secret Sauce”) ABCs of SEO Search Engine Optimization 101 Top 10 Search Providers by Searches July 2007 Search Engine Optimization 101

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slide1

Search Engine Optimization 101

Building a Search Engine Friendly Web Site.

  • The popularity of Search
  • SEM and SEO
  • SEO: Understanding the Algorithm (aka “Secret Sauce”)
  • ABCs of SEO
slide2

Search Engine Optimization 101

Top 10 Search Providers by Searches July 2007

slide3

Search Engine Optimization 101

FAMILY FEUD

Name the top 10 keyword(s) queries for Monday, Sept 17 and Tuesday, Sept 18.

Source: WordTracker Report based on Metacrawler data

Where’s Maps?

#75 Bratz games to play

#76 Maps

#77 Gospel music lyrics

…#79 Obituaries

…#86 Pictures of cats

…#93 Pamela Anderson

#1 Vanessa Hudgens

#6 eBay

#2 Myspace

#7 Kevin Everett

#3 Google

#8 Play Games

#4 Britney Spears

#9 Myspace.com

#5 Yahoo

#10 Play Game

slide4

Search Engine Optimization 101

Keyword = “maps”

  • Map = 913,176
  • world map = 143,232
  • united states map = 44,685
  • google map = 44,029
  • us map = 39,890
  • map of europe = 38,188
  • map quest.com = 38,077
  • find map = 37,776
  • usa map = 33,798
  • map of the world = 32,092
  • map of florida = 26,552
  • map questcom = 25,091
  • map of africa = 24,889
  • map of mexico = 23,279
  • map of the united states = 22,137
  • yahoo map = 21,414
  • map of canada = 20,439
  • map of italy = 20,124
  • map of california = 20,057
  • florida map = 19,310…
  • 100. north america map = 5,114

One Search Engine

One Month

Top 100 “map” keywords

2,293,814 queries

slide5

Search Engine Optimization 101

Four Ways For Customers To Find Your Website

  • Typed/Bookmarked URL
  • Links from Other Web Sites
  • Online Advertising (CPM, CPC, CPA)
  • Search Engines
slide6

Search Engine Optimization 101

SEM = Search Engine Marketing

The process of paying for placement within search results

(“filling the blanks”)

SEO = Search Engine Optimization

The process of optimizing a website to achieve high “natural” or “organic” placement within search results

slide7

Search Engine Optimization 101

SEO: Understanding the Algorithm (aka “Secret Sauce”)

Ex: Google Algorithm and “TrustRank” System

  • Algorithm is complex mathematical formula for determining keyword relevance
  • Employs artificial intelligence called Latent Semantic Indexing (LSI) to identify naturally written content
  • Moving from “PageRank” to “TrustRank”
slide8

Search Engine Optimization 101

Google “TrustRank” cont.

TrustRank Factors:

Domain Name Registration

Visitor Focused Content

Trusted Inbound Links

Visitor Behavior

SSL Certificate

Content is “King”

Forget about keyword density

Don’t keyword SPAM

If Content is “King” then Links are “Queen”

Links must come from relevant sites (“link acid test”)

Linking is page-centric, not site centric

(10,000 links to 1,000 pages is better than 100,000 links to 1 page)

Get a “Link Magnet” feature

Register domain for at least 5 years (preferably 10 years)

http://www.domaintools.com can be used to determine length

Hiding whois information is not viewed as a trustworthy act

Hyphenated domains and URLs are not advantageous

Secure Socket Layer (SSL) Certificate is a viewed as a sign of a trustworthy site

Visit duration is a search engine ranking factor

slide9

Search Engine Optimization 101

ABCs of SEO

Accessibility

Correct HTML errors

Sign up for Google/Yahoo Webmaster Accounts

Upload your sitemap

Employ well written metadata (titles, descriptions, & keywords)

Avoid Flash and/or graphic only navigation

Place keywords in link text

Breadth of Content

Write copy for humans, not search engines

Develop “link magnet” features

Find something to sell for Secure Socket Layer (SSL)

Build out detailed About Us pages

Build out Media Centers

Consider writing a blog or offering a consumer forum

Commitment

Don’t think short-term

Test, test, test and measure, measure, measure

Build external links

Don’t rely on link farms or reciprocal links

SearchEngineWatch.com and WebsiteMagazine.com

Consider using an SEO firm (SEMPO.org)

slide10

Search Engine Optimization 101

Questions?

John Serpa, President/CEO

John@Maps.com

805.685.3100 x 122

Jeff Chappell, Dir. Online Services

Jeff@Maps.com

805.685.3100 x 119