Sandy Cwach, Designer SMCI Design,

nostrilshumorousInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

82 εμφανίσεις

Sandy Cwach, Designer

SMCI Design,
LLC

(System Management Consultants Internet Design)

www.smcid.net

info@smcid.net


SEO
(Search
Engin
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

Telemarketing

Tradeshows

Seminars

Print Advertising

Direct mail/E
-
mail

Inbound Marketing

SEO

Pay per click

Blogging / Blogosphere

Social Media / Buzz

Targeted Landing

Pages

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

Free

More Traffic

Smarter people

Longer lasting

PPC Clicks by Position

#1: 7% of clicks

#2: 4% of clicks

#3
-
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%

-

Content

Off Page

Factors ~ 75%

-

Links

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
material.

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.

Disadvantages



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,
.net

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

Try to register at least the three most common
-

.com, .org,
and
.net

to protect your domain name.

Find and Register your domain name.

Search any accredited domain registrar,

for example
www.directnic.com
,
www.godaddy.com
, or
www.dotster.com


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:

https://adwords.google.com/select/KeywordToolExternal

Google’s search term tool will show you other key
-
phrases
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 (http:www.google.com) 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:

1.
Best describes the topic and content of your page.

2.
Is a popular search term according to Google’s Search
Term Suggestion Tool.

3.
Generates a relatively small number of results after
performing the Google search.

Web Page Optimization


Key
-
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
-
phrases.

Start with your key
-
phrases.

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

Make the title short (8 words or less).

Key
-
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


Key
-
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.

Key
-
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)

Visitors

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


Google’s
Pagerank

System


Heavily favors inbound links.

Takes into account the number and quality of inbound links.

Google’s explanation of
Pagerank
:

http://www.google.com/technology/index.html

Google toolbar shows
Pagerank
. Download it at:

http://google.com/toolbar.html


The Importance of On
-
Topic Links

Link Anchor Text and Search Engine Behavior

1.
Use a search term, not “click here” for Link Anchor Text

2.
When a search term is used for the company name the site will rank
high.

Link Building


Good Ways to Build Links:


Getting listed in quality directories


Yahoo:
http://docs.yahoo.com/info/suggest



DMOZ:
http://dmoz.org/add.htm


Zeal:
http://www/zeal.com


GoGuides
:
http://www.goguides.org


Wow Directory:
http://www.wowdirectory.com


Joe Ant:
http://www.joeant.com


BlueFind
:
http://www.bluefind.com


About.com:
http://www.about.com

Exchanging Links

Submitting Articles

Posting in Forums and Weblogs

Getting Unsolicited Links

Making Inbound Links Look Natural