Search Engine Optimization & Marketing I - Visual Data Systems

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18 Νοε 2013 (πριν από 3 χρόνια και 7 μήνες)

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Search Engine Optimization
& Marketing I:
An Introduction
June 17, 2009
Welcome

Our First eAcademy Webinar

Two ways to listen:

Call in with the number provided in your registration
email

With speakers on your computer

Use the tool provided by Go
-
To
-
Webinar
to type in questions. We will answer
questions at the very end of the Webinar
Today’s Panelists
Rebecca Lundregan,
Online Marketing
Services Manager for Visual Data Systems
Henry Sery
is an
Online Marketing
Consultant for Visual Data Systems
Visual Data Systems
Since 1994, Visual Data Systems has been a
leader in:

Website Design

Software Integration

Search Engine Optimization & Marketing

Technology Consultation

Email Marketing and more…
Webinar Agenda

Introduction and Review

Review Search Engine Marketing

What is SEO?

Why Perform SEO?

Beginning the Process of SEO

Keyword Research

The URL

Title Tags

Meta Tags

Header Tags

Alt Image Attribute

Q & A
What is SEO?
SEO =
Search Engine Optimization

SEO is the active practice of optimizing a
web site by improving internal and
external aspects in order to increase the
traffic the site receives from search
engines.
(Helps more people who are looking for your
product or service find you)
SEO…Why?

ACCESSIBILITY

USABILITY

LOCATION

REACH
SEO…Why?
Percentage of U.S. Searches Among Leading Search
Engine Providers
Domain
May
-
08
Apr
-
08
May
-
07
www.google.com
68.29%
67.90%
65.13%
search.yahoo.com
19.95%
20.28%
20.89%
search.msn.com
(now Bing)
5.89%
*
6.26% *
7.61%
*
www.ask.com
4.23%
4.17%
3.92%
Source
Hitwise
The SEO Process
Introduced

Search Engine Optimization process is
NOT
about tricking the search engines!

There are a large variety of methods to perform
SEO. Every step and process depends upon the
niche and requirement of the website.

SEO Process can be broken down in to three
parts:
1.
On
-
Page Optimization (today)
2.
On
-
Site Optimization
(7/1/09)
3.
Off
-
Site Optimization
(7/1/09)
SEO Process

On
-
Page Optimization
√ Title Tags
√ Meta Description
√ Meta Keywords
√ Header Tags
√ ALT Image Attribute
√ The URL
√ Content of Web Page
SEO Process

On
-
Site Optimization
√ Robots Text File
√ XML Sitemap
√ HTML Sitemap
√ Age of Domain
√ Optimized Footer Text
Links
√ Optimized URL Structures
√ 404 Custom Error Page
√ Architecture of Website

User POV

Search Engine POV
SEO Process

Off
-
Site Optimization
√ Link Building
√ Blogs
√ Social Media
√ Press Releases
Beginning: Keyword Research

What is Keyword Research?

One of the most important, valuable, and
high return activities in the SEO field

Essential before you start any website

Helps determine which words and phrases to target

Able to predict shifts in demand

Respond to changing market conditions
Keyword Research
Where to
start???
Keyword Research
1.
Make a list of most essential aspects of
your business
2.
Think of what visitors or customers would
be most interested to see
3.
Learn from your competitors (look at their
strategy)
4.
Explore your niche essential vocabulary
-
check out dictionaries and glossaries.
Keyword Research

Start with general reference sources and
dictionaries…

The Free Dictionary

Synonym.com

Meta Glossary

Reference.com

Wordnet

Rhyme Zone

Cambridge Online
Dictionary

Urban Dictionary
Keyword Research

Investigate your competitors’ keywords!

Check what competitors are optimizing for

Check what words or phrases people are using
to link to your competitors

Identify what your competitors rank for
Keyword Research

Use SOCIAL MEDIA sites to analyze
which words real people are using

Twitter Search

Del.icio.us related terms

Facebook Lexicon

SiteVolume
Keyword Research

Use keyword research / suggestion tools

Google Adwords Keyword Tool (based on
Google paid search)

Google search
-
based Keyword Tool

Keyword Discovery

SEO Book Keyword Suggestion Tool
Tip
Check out Google’s Keyword Tool
Box:
www.googlekeywordtool.com
Keyword Research

Use your internal analytics reports
Keyword Research Positives

Acknowledged by SEs as extremely
important element of ranking formula

Brings valuable search traffic to your site

Relevant keywords enhance the users
experience

Great way to find other areas of
opportunity for your site’s success
The URL

U
niform
R
esource
L
ocator

www.example.com

/seo
-
folder
-
examples.htm

www.example.com/seo
-
folder
-
examples.htm
Types of URLs
Dynamic

Generated from specific
queries

No keywords

Example
-
http://www.example.com/
s/ref=nb_ss_gw?url=searc
h
-
alias%3Daps&field
-
keywords=tools&x=0&y=0
Static

Does not change

Ranked better in SERP’s

Easier for the end user

Example

http://www.example.com/
great
-
information.htm
Dynamic URL Rewriting

What is URL Rewriting?

Ordinary Dynamic URL:

http://www.example.com/s/ref=nb_ss_gw?url=searc
h
-
alias%3Daps&field
-
keywords=tools&x=0&y=0

Dynamic URL Rewritten

http://www.example.com/craftsman
-
automotive
-
tools
URL Best Practices

Describe your content

Keep it short

Static is the way

Use descriptives not numbers
URL Best Practices
(continued)

Use keywords

Fewer folders is better

Use hyphens to separate words

Use lowercase characters
The Title Tag

HTML tag used to define the text in the
top line of a browser

Used by many search engines as the title
of search listings
Title Tag Uses

Targeting keyword terms

Describing the site to search engines

Help drive click
-
through
-
rates from the
results pages
Title Tags Best Practices

Use keyword phrases

Use a divider: ( | ) , ( > ), (
-
)

Target what is being searched

Be consistent
Meta Tags

2 types

Meta Description Tags

Meta Keywords Tags
The Meta Description

Frequently used as the description on
search engine results pages

Roughly the first 155 characters are
displayed by Google
Meta Description Uses

Describe content of the page accurately

Short text “advertisement”

Display targeted keywords
Meta Description:
Best Practices

Be honest

Be descriptive

Unique to each page
Header Tags

Contains the main title for an individual section of
page content

H1 text is the largest text on the
page

There are six different types of header tags

(h1)

the most important

(h6)

the least important
Header Tags Example
Header Tags Best
Practices

Every page should have an H1 tag

H1 tag content is very important

H1 tag should be at the start of the page
content
Header Tags Best Practices
(continued)

One H1 tag per page

Use lower headers for sections further
down on the page

Associated content with the header tag
ALT Image Attribute

Allows you to specify alternative text for the
image if it cannot be displayed for some
reason:
Our alt text here is a brief but accurate
description of the upcoming image
<img src=“http://www.vdsys.com/images/vacation
-
rental
-
managers
-
association
-
logo.gif”
alt=“Vacation
Rental Managers Association Logo”
/>
ALT Image Attribute

When the image is moused over…the alt
text appears
ALT Image Attribute

Why use this attribute?

Browser that doesn't support images

Using alternative technologies, such as a
screen reader
`
Quick Explanation of Anchor Text

Anchor text is the
clickable text that users
will see as a result of a
link
ALT Image Attribute
Best Practices

Use brief, but descriptive alt text
AVOID:
stuffing keywords into alt text or copying and
pasting entire sentences

Supply alt text when using images as
links

alt text for that image will be treated similarly
to the anchor text of a text link
Review: On Page SEO

Title Tag

URL

H1 Tag
Cheat Sheet
Question & Answers
Upcoming
eAcademy Webinars

July 1, 2009

Search Engine Optimization & Marketing II

Best
Practices For Long Term Success

July 15, 2009

Social Media For Business
-
An Overview

July 29, 2009

Social Media For Business
-
How to use Twitter,
LinkedIn, Facebook, Blogs and Others
www.vdsys.com/presentations.htm
Upcoming
eAcademy Webinars
More Webinars To Be Announced Shortly, Including:

Email Marketing

Getting The Most Out of Your Design

Online Surveys and Guest Reviews

Don’t Forget We Will Be Giving Two Presentations At
This Years National VRMA Conference
www.vdsys.com/presentations.htm
Thank You!
For More Information on Visual Data Systems, please contact:
Marketing@VisualDataSystems.com
or call 410.964.8665
For questions about the materials covered in this eAcademy Webinar:
Rebecca Lundregan

Rebecca@vdsys.com
Henry Sery

HenryS@vdsys.com