Sandy Cwach, Designer SMCI Design,

nostrilshumorousInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 4 χρόνια και 5 μήνες)

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Sandy Cwach, Designer

SMCI Design,

(System Management Consultants Internet Design)

e Optimization)

What is SEO?

Making web pages easy to find, easy to crawl and
easy to categorize.

Making web pages rank high for certain keywords
or search terms.

Keeping up to date with search engine changes.

Inbound Marketing is Essential

Outbound Marketing

Inside Sales




Print Advertising

Direct mail/E

Inbound Marketing


Pay per click

Blogging / Blogosphere

Social Media / Buzz

Targeted Landing


Marketing Analytics

B2B Buyers Start in Google

98% Search in Google

Try a search for:

“City” “Your Industry”

“Your Industry” in “City”

“Your Industry” in “City, State”

What shows up?

Organic Search is Best


More Traffic

Smarter people

Longer lasting

PPC Clicks by Position

#1: 7% of clicks

#2: 4% of clicks

4: 2% of clicks

#5 to 10: 0.5% of clicks each

PPC Clicks by Position

#1: 25% of clicks

#2: 12% of clicks

#3: 8% of clicks

#4 to 10: 3
5% of clicks each

How does Google Decide?

On Page

Factors ~ 25%



Off Page

Factors ~ 75%



How to Optimize for Search Engines.

Domain Selection

Keyword Selection

Web Page Optimization

Link Building

Domain Selection

Company Name Domain

Customers already know your domain name.

Company name looks professional when printed in collateral

May not help very much with the search engines if it
doesn’t include your chosen keywords.

Keyword Domain

If keywords are part of your domain name,

the search engines
will tend to give your keywords better rankings.


are the good ones are taken or

they tend to
be long and look awkward when printed.

Good compromise

add 1 or 2 keywords to company name
provided it is not too long.

Domain Selection

Domain Name Extensions

The letter combination to the right of the domain name
after the dot.

Originally, .com for commercial,

for ISP’s, .org for non
profit or groups. Now .biz, .name, .
, .info,

Try to register at least the three most common

.com, .org,

to protect your domain name.

Find and Register your domain name.

Search any accredited domain registrar,

for example
, or

If .com is not available you can search for

other extensions or
variations of the name.

Once you have an available domain name, you can register it
by following the instructions on the screen.

Keyword Selection

Select the Right Keywords

Keywords, or search terms, are what you expect search
engine users will type in the search box to find your site.

The best keywords are those that are popular search terms.

Use keywords or key
phrases that have relatively low
competition. (Three or more words.)

Analyze the demand and supply. (High demand / low supply)

Checking Keyword Demand

Take your chosen phrases and find their popularity at:

Google’s search term tool will show you other key
that you may not have thought about.

You have validated and enlarged your pool of popular, in
demand, potential key
phrases for your web page.

Keyword Selection

Checking Keyword Supply

Go to Google ( and type
in each of
your “key
phrases” and see how many results it produces.

Find the one with a relatively small number of results (less
competition). You will stick with the key
phrase that:

Best describes the topic and content of your page.

Is a popular search term according to Google’s Search
Term Suggestion Tool.

Generates a relatively small number of results after
performing the Google search.

Web Page Optimization

phrases in the web page title:

Create a descriptive title for your page: displayed as link text
in search results. Title must include main key

Start with your key

Keep your key
phrase together. Don’t split the words.

Make the title short (8 words or less).

phrases in your

Keyword Meta Tag:

Google Ignores Keyword Meta Tags.

Place list of main and secondary

keywords in the Keyword
Meta tag of your pages, just in case search engines decide to
use them again.

Web Page Optimization

phrases in the Description Meta Tag:

The Description Meta Tag is still important, since some search engines
use them to go with the results link. Remember to:

Use your key
phrases (main and secondary).

Make your description concise and professional. Avoid using hype.

Make it short (25 words or less).

Keep your key
phrases together.

phrases in body of your page

Use key
phrases several times, placed close to top.

Place key
phrases between Header Tags and/or in bold.

Repeat key
phrases often to increase density. (5 to 10 times for
every 100 words)


should be able to read your page fluently and effortlessly.

Left navigation bars wil
l be read first by the search engines so be
sure to include your keywords there, to.

Web Page Optimization

Other Web Page Design Considerations:

Make your page easy to navigate by the search engines.
Search engines heavily favor text over graphics, and HTML
over other editing formats.

Use text heavily. Avoid placing text in graphic format.

Avoid frames. Search engines have trouble following them.

Avoid Flash and JavaScript: search engines don’t follow well.

Create a Site Map: that includes all the pages in your site, and
place a link to it from your homepage.

Make sure that all your internal pages link to your homepage.

Don’t try to describe all your products or services in one page.

Instead create different very focused pages, each with its own
content and key
phrases, and optimize them too.

Link Building



Heavily favors inbound links.

Takes into account the number and quality of inbound links.

Google’s explanation of

Google toolbar shows
. Download it at:

The Importance of On
Topic Links

Link Anchor Text and Search Engine Behavior

Use a search term, not “click here” for Link Anchor Text

When a search term is used for the company name the site will rank

Link Building

Good Ways to Build Links:

Getting listed in quality directories





Wow Directory:

Joe Ant:


Exchanging Links

Submitting Articles

Posting in Forums and Weblogs

Getting Unsolicited Links

Making Inbound Links Look Natural