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SEO Tutorial Search Engine Optimization

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  1. SEO TutorialSearch Engine Optimization

  2. Agenda • What is SEO • Key Definitions • Where are the Results • Industry Research • SEO Process • Social Media Optimization • Measuring SEO success • SEO Tools

  3. What is SEO? • SEO (Search engine optimization) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. - Wikipedia

  4. What is SEO? {continued} • The process of improving web pages so they rank higher in search engines for your targeted keywords. Internal Link Structure Link Popularity / Relevance Key Factors Crawlability / Optimized Code Content Relevance

  5. Key Definitions: Search Engine • A web search engine is designed to search for information on the World Wide Web and FTP servers.

  6. Key Definitions: Web Crawler • A Web crawler is a computer program that browses the World Wide Web in a methodical, automated manner or in an orderly fashion. Other terms for Web crawlers are ants, automatic indexers, bots, or Web spider.

  7. Where are the Results? Pay Per Click Pay Per Click Organic

  8. Industry Research – Who gets the clicks? Organic Clicks vs Paid Clicks The vast majority of clicks -- roughly 60 percent, go to organic listings. Source: Enquiro, 2006

  9. Industry Research: Organic SEO is the most popular form of SEM 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%

  10. Industry Research & The case for SEO Reasons to conduct SEO • The majority of clicks are going to Organic listings. • 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

  11. SEO Process Step 1: Discuss Business objectives. Step 2: Conduct initial keyword analysis. Step 3: Identify the keyword/landing page combinations. Step 4: Identify link/image tags. Step 5: Implementation of new keywords/tags on your site. Step 6: Link your web page address on other sites. Step 7: Add your site to social networking. Step 8: Add your site into a search engine. Step 9: Monitoring (traffic reports) and Optimizing (monthly)

  12. SEO Process - Example of Page Elements Site-Side Optimization Page Title Alt-Tags Anchor Text Navigation Link Title Tags

  13. SEO Process - Source Code Title Tag Meta data Javascript

  14. Social Media Optimization

  15. Social Marketing and Optimization • Getting more targeted customer/friends. • Leaving “friends” comments. • Profile Customization. • Sending Bulletins. • Sending mass private messages (with banner ad). • Writing keyword-rich content with outbound links containing keyword-rich anchor text. • Getting inbound links from other websites.

  16. Measuring SEO success • Keyword Ranking. • Website Traffic. • Increased Revenue. • Increase in Impressions ( good for Publishers to show advertisers). • Lower dependence on Paid Search. • Lowering the cost of overall advertising.

  17. SEO Toolbox “The tool is only as good as the people that use it.”

  18. Thank You Created