SEO 101: What is SEO? - Tracy Rabold

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29 Οκτ 2013 (πριν από 3 χρόνια και 10 μήνες)

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seo 101
The goal of this presentation is to understand SEO:
• what “SEO” is
• how it works
• why SEO should be part of every web project

We will:
• define “SEO”
• show how SEO works, including examples


Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
1 what is SEO?
March 2011 Search Engine Market Share
Search engine optimization is the process
70%
comScore
of improving the volume or quality of
Compete.com
visits from search engines to a website.
65%
64%
60%
• It’s also called:
50%
“Organic Search”
“Natural Search”
40%

30%
A search engine is a tool that finds
information on the Web based on a
20%
specific search query.
18%
17%
• The most popular search engines are:
14%
10%
13%
5%
4%
Google
0%
Yahoo
Google Yahoo bing Other
bing
Source: comScore & Compete.com
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
2
Market Shareorganic search results on the SERP
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
3 organic search results on the SERP
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
4 Mar-11
Feb-11
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18 billion searches per month
US Search Engine Queries per Month
whoa!
20,000
18,830
comScore Compete.com
18,000
15,598
16,000
14,000
12,000
10,000
8,000
data source: comScore & Compete.com
analysis source: TracyRabold.com
6,000
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
5
Search Queries (millions)organic search growth = 20%
Web search continues to
Search Queries per Year (U.S.)
(millions)
grow.
Comscore Change Compete Change Average Change
2008 136,900 116,756 126,828
• The total number of
2009 168,925 23.4% 151,206 29.5% 160,066 26.2%
search queries grew
2010 198,675 17.6% 174,107 15.1% 186,391 16.4%
Last 12 Months
20% in the U.S. from
March 2010 173,060 155,986 164,523
March 2010 to March
March 2011 207,912 20.1% 178,586 14.5% 193,249 17.5%
2011.
See also A Quick & Easy SEO Metric:
Search Query Growth.
• The number of people

searching the Web grew
7% in the U.S. year-over-

year.

Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
6 how it works:
the 3 pillars of SEO
Content
Site Link
Indexation Optimization
Building
Making the site To get indexed Links help the
clearly visible to
accurately, web search engines find
search engines is
pages needs to be web pages &
crucial to getting optimized for the determine their
web pages indexed
right keywords “importance ”


CODE
CONTENT CONNECTION
Source: Stephen Spencer, netConcepts
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
7 “site indexation” means…
Don’t
block
the
bot.

Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
8 site indexation
example
The search engine bot spends a fixed amount of time crawling any website.

Compare this URL, which is long and contains useless keywords:
1.
https://www.companyname.com/randomletters/product/product_228.jhtml

…to this one:
2. https://www.companyname.com/product/

URL 1 a lot more characters than URL 2. Multiply that over the total number of
URLs on your website.

That extra crawl time could be used to crawl real, useful content on your
website.

This is a very small example. How much other non-essential content is
embedded inside, behind, all over your website?
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
9 “content optimization” means…
Use
words
your
users
use.
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
10 content optimization example:
an easy tool to find good keywords
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
11 content optimization example:
more easy tools to find keywords
Useful FREE tools:

• Google Insights for Search
http://www.google.com/insights/search/#

• Google Trends
http://www.google.com/trends

• Google Adwords Keyword Research Tool
https://adwords.google.com/select/KeywordToolExternal

• Google Wonder Wheel or Google Related Searches
Go to Google, click “Show Options” then choose from the left

You don’t need the URLs for these; just Google them!
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
12 “link building” means…
Get
them
there.
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
13 link building
example
Contextual
linking means
linking within
the body copy
of the web
page (“within
context”).

Linking to the
HMO plans
1
page would
give that page
more authority
with search
engines.

1
https://w w w.blueshieldca.com/bsc/fi
ndaplan/ifp/look/accesshmo.jhtml
Tracy Rabold May 2011
https://w ww.blueshieldca.com/bsc/findaplan/ifp/learn/
If you like this, use it, but please giv e me
credit  tracyrabold.com
14 a rising tide lifts all boats…
Search engines see a domain

not a…
• department
• business unit


Good SEO helps everyone
&
Weak SEO hurts everyone

A rising tide would lift all of the

boats in this Thai floating market.
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
15 web best practices
U Usa sab bilit ility y
SEO SEO
A Acces ccessib sibilit ility y
Good Good C Cod ode e
ex exc cep ept t f fo or r
Sea Search rch D Dem ema and nd
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
16 the least you need to know
SEO is…
…an arms race
• Your competition on the web is likely
to change.
• Search engine algorithms change
less frequently. Good practices
mitigate possible negative effects.

…almost always achieved in inches, not
miles
• Don’t expect to see huge jumps in
quantity or quality of organic search
visits with one change.
…baked into the website, not spread on
top
• Good SEO begins at the planning
stages.
• Organic Search traffic is valuable, so
SEO should be part of every web
project.
Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
17 questions or comments?
Contact me
with any questions
http://TracyRabold.com
or
tracyrabold@gmail.com

Tracy Rabold May 2011
If you like this, use it, but please giv e me
credit  tracyrabold.com
18