SEO-TrainningV2x - Vistra Communications

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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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SEO Training

The Nonprofit Leadership Center of Tampa Bay





Prepared
by
Vistra

Communications

Examples of
popular Search Engines

2

What is SEO ( Search Engine Optimization )?


The process of improving web pages so they rank higher in search engines for your
targeted keywords.

Crawlability / Optimized Code

Internal Link Structure

Link Popularity / Relevance

Key Factors

Content Relevance

3


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

4

What is SEO ( Search Engine Optimization )? (Cont’d)

Must Know Lingo…

Term

Meaning

Anchor

Visible,

clickable text in a hyperlink

Meta Keyword

a meta tag hidden in the HTML that lists keywords relevant
to the page’s content.

Meta Description

how search engines list your site in engines.

Inbound Links

Link Popularity =

hyperlinks from one domain to another

PageRank

Inbound Link gathering

Alt (Alternate)

Text

is text associated with an image that serves the same
purpose and conveys the same essential information as the
image.

Crawlers/Spiders

The tools/algorithms

search engines use

5

The Flow of
PageRank

PageRank relies on the uniquely democratic nature of the web by using its vast link
structure as an indicator of an individual page's value. In essence, Google interprets a
link from page A to page B as a vote, by page A, for page B. But, Google looks at more
than the sheer volume of votes, or links a page receives; it also analyzes the page that
casts the vote. Votes cast by pages that are themselves "important" weigh more
heavily and help to make other pages
"important
".

(Support Button?)


6

7

What
Do Search Engines
See?

8

How Do Search Engines Work?


Spider “crawls” the web to find new documents (web pages, other documents
)


Search
engines indexes the content (text,
code)


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

9

10

SEO

vs Social vs Pay Per Click

Receive unpaid traffic

High quality traffic

Sustainable results

over a
long period

Cost effective

Competitor analysis

Use analytics to improve
conversions


Takes

a while to see results

No guarantee


11

SEO vs
Social

vs Pay Per Click




Cost effective

Receive honest instant
feedback from community

Allows deeper engagement

Online word of mouth

It’s not how big your
budget is, it’s how good
your product is

Can recruit new talent


Tools quickly change

Disgruntled customer can
vent on your profile

Takes

a while to see results

Takes time to develop
relationships and authority


12

SEO vs Social vs
Pay Per Click (SEM)

Immediate results

Change campaign focus
instantly

Measurable tracking

Test landing pages





Traffic is budget dependant

When budget runs out
traffic stops

Can become costly if no

conversions are made

13

SEO vs SEM

14

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


More
(relevant) traffic + Good Conversions Rate =

More Donations/members/Leads

15

16

Keyword Research: Search Behavior





55% of all searches are done using 3 or more words




55
% of all searches are done using 3 or more
words...



17

Keyword Research: Head of Tail
vs. Long Tail Strategy


Long tail keywords lead to more conversions







Long tail phrases build the foundation for targeting highly
competitive phrases



Own your space, smarter not harder


Interest
-

“Starting a Nonprofit Organization"


Research
-

“Training for Nonprofits“


Research
-

“Nonprofit Training Florida“


Research
-

“Leadership Training for Nonprofits“


Utilize
-

“Nonprofit Leadership Training Tampa"

18

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


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

19

Ranking factors


On
-
Page Factors (Code & Content)


Content, Content, Content (Body text) <body> #1


Keyword frequency &
density (Goal of 2
-
4%)
#2


Title
tags <title> #3


ALT image tags #4


Header
tags <h1> #5


Hyperlink
text #6



Off
-
Page (Social )
Factors


Anchor text #1


Link
Popularity (“votes” for your site)


adds credibility #
2

20

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, and images


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
(2
-
4% Keyword
Density)


Obtain inbound links from related websites


Monitor your search engine rankings and
more importantly

your website traffic statistics
and sales/leads produced


SEO Education


Silence social screaming matches,
conquer conflict
with professionalism, and safeguard
your brand!

21

Blogs + Blogging

Comment Marketing

News/Media/PR

SEO

Social Networks

Word of Mouth

Q+A Sites

Forums

Online Video

Podcasting

Webinars

Research/White Papers

Infographics

Social Bookmarking

Transform Your

Vision


Into

Results

(focus on just one, and you miss out)

Direct/Referring Links

Type
-
In Traffic

Email

Local Portals

22

Questions?

23

References


Social Media

Plugged In and Turned On

-

Christy
Williams


SEO
Tutorial Search
Engine Optimization
-

Shimon
Sandler


Using Social Media to Achieve SEO
Success
-

Rand
Fishkin



SEO
Training No
Country for Old
Websites
-

Aaron
Bramley

and David J. Neff


SEO in the Web 2.0
Era


360 Digital Influence


Search Engines
& Search
Engine Optimization (SEO
)
-

Saeed El
-
Darahali


Search Engine
Marketing, An
Insight into a successful web
presence
-

Neil
Pursey


Benefits of using Social Media Optimization in SEO
-

NetzenSoftech

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