What is Search Engine Optimization (SEO)?

thumpinsplishInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

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Strategies to improve exposure to your company’s website…





By Mark J. Geyman


OhioBiz.com and OhioBiz Web Consulting, LLC

www.ohiobiz.com





On the local Internet scene longer than I’d like to admit



Started local business directory in 1995



Practicing SEO since 1997



Started OhioBiz.com directory in 2000



OhioBiz Web Consulting, LLC since March 2001






Search engines employ intelligent program robots called crawlers or spider,
which visit thousands of websites every hour and index pages according to
their content.




These indexes are huge databases containing reference and links to the actual
websites. The search engines look through this database and displays the
results.



Google Instant

Google Instant


Search Engine Optimization (SEO) is not dead! Google has simply changed the
approach that search engine marketers must take in order to get websites to
appear higher in rankings and with their best foot forward.


Google claims Instant makes the experience more fast, fluid and fun.


The main components of Google Instant are:



Predictions



Instant Results



Scroll To Search

Google Instant




Google suggests or predicts what the user might be searching depending on each
character the user types in the search query box.




The user can select what he is searching for by using the arrow keys and as the
user makes the selection the search results keep on changing accordingly.




What is important to note is the speed with which it all takes place. Its fast and
really fast. Google claims it can save 2
-
5 seconds per search.




Scrolling down may decrease over a period of time as user starts searching for
more queries rather than more searches per query.




Google instant has not affected the rankings. The basics of the search are the
same. So for whatever terms your site has been ranking it continues to rank for
them on those search engine result pages (SERPs).

Google Instant


Ways to Ensure Rankings in Google Instant:




Include a primary keyword in your brand name



Start Thinking Like a Searcher



Include Google Suggest as a Keyword Research Tool



Get locally Optimized for Generic Keywords



Make sure Your Online Reputation is Clean



Dominate Search Results with Multimedia




SEO is the process of improving the volume or quality of traffic to a web site


from search engines via search results.




SEO aims to improve rankings for relevant keywords in search results.


Why are search engines so important?




Search engines are still the biggest resources of website traffic.



Higher traffic means more visitors.



More visitors means more customers and higher profits.



SEO is important because it improves the odds of someone finding your


company online.




Online visibility can help your credibility and brand awareness




Think like your customers/clients, then verify how people search. SEO can


put you in front of the people looking for your products & services




Your online marketing efforts should be focused on an end results.




Make sure your website/landing pages make it easy for visitors to sign up,


join, request information, buy, or whatever else you seek.


RESEARCH ON KEY PHRASES



Find the best phrases that describes your business and products offered. The most searchable key phrase


terms by site visitors.


IMPROVE KEY PHRASE PROMINENCE, DENSITY & PROXIMITY



Key phrases at the top/beginning of your page. Total phrases contained within the total text and the


closeness between two or more phrases.


META TITLE TAG



Make attractive and easy to understand (65


75 characters max.). Use most


important key phrases first. Unique to content of page.


META DESCRIPTION TAGS



Describe the pages in one to two sentences. Include key phrases included in copy


of page.


META KEYWORD TAGS



No longer used by any of the major search engines.



Typically KEI is the ratio of the square of the searches upon
a particular keyword in a day divided by the number of
websites that are listed for that keyword. For example, a
keyword that has 100 searches a day and for which Google
shows 5000 websites would have a KEI of 2. (100 * 100 /
5000)


KEI =
P^2


C


On
-
Page Optimization


Off
-
Page Optimization




On
-
page optimization (on
-
page SEO) is what can be performed on


pages of a website to maximize its performance in the search engines


for targeted keywords related to on
-
page content




On
-
page optimization stands for all of the techniques and methods


used on your website that is hosted on a server




On
-
page optimization has an effect on your website listing in natural


results.




On
-
page factors are controlled by coding on website pages




Title tags



Meta tags



ALT tags



Header (H1, H2) tags



URL structure



Internal Linking



Anchor text



Relevant keywords near your inbound link



Content



Keyword density



Site maps (XML & HTML)



Usability


H1 & H2 HEADING FORMAT



Applying H1 & H2 Tags in your source code will be helpful in achieving high


ranking

ALT TAGS



Most sites contain images. Where it makes sense, add text in Your ALT Tags


to describe the content of the graphics.

KEY PHRASE RICH ANCHOR TEXT



Anchor text for both external links and internal links is the powerful


element for search engine positioning.




Off
-
page optimization (off
-
page SEO) is what can be done off the pages of a


website to maximize its performance in search engines for target keywords


related to the on
-
page content and keywords in off
-
page direct
-
links.




Off
-
page optimization is a very important part in search engine


optimization because it gives back links to you site and it requires a lot of


work.




It helps to maximize website performance in search engines for targeted key


phrases.




Social Networking Sites
(LinkedIn, Facebook, Twitter)



Search engine/Directory submission
(DMOZ, Best of the Web)



Social Bookmarking submission
(twitter, digg.com, del.icio.us)



Article submission
(EzineZArticles.com, GoArticles)



Press Release submission
(PRWeb, 24
-
7 PressRelease.com)



Blog Creation & Posting



Forums & Comment posting
(signature links)


WHAT IS LINK POPULARITY?



Link Popularity refers to the number of links pointing TO your site FROM


other sites on the Web.



Building links is one of the most important factors in getting top placement


on the major search engines.


WHY ARE LINKS SO IMPORTANT?



Inbound links are one of the most important factors for getting a high


keyword ranking,



Outbound links to quality and pertinent site are important as long as they


add value to the site visitor experience.



It’s not the quantity of links, but the quality of those links which is very


important.



Keyword Use in Title Tag



Overall Popularity of Site


“Trust” & “Authority”



Anchor Text of Inbound Link



Age of Site



Internal Link Structure



Keyword use in Page Content



Outbound Links to Quality/Relevant Sites



Age of Page



Key Phrase Use in Heading Tags (H1, H2, H3)



Age of Link



190+ more



SearchEngineLand.com



SEOmoz.org



SEObook.com



BruceClay.com



Sphinn.com



SearchEngine Watch.com



HighRankings.com



SEMPO.org



MattCutts.com/blog



WebmasterRadio.fm (podcasts)



SERoundtable.com



WebProNews.com


Developing your local mindset





SEO is about optimizing sites, local is about optimizing location



Consistency: name, address, phone number are critical (don’t use tracking


phone numbers, don’t stuff keywords into business name)



Building out business profile, you’re not creating an ad




Update Your Business Listing for Accuracy:


InfoUSA


http://dbupdate.infousa.com/dbupdate/startupdate?bas_request=A


Acxiom



http://www.mybusinesslistingmanager.com/


Localeze
-

https://webapp.localeze.com/extranet/addbusinessdesc.aspx

TMP Directional Marketing & comScore's Annual Local Search Study


Today there are well over 10 billion unique searches done
each month, and that’s just in the United States! Of those
searches:




40% of queries have Local intent
*



5% use the city and/or state name



2% use informal terms, like neighborhoods



0.5% use zip codes


*(source:
Ian White
)

Seven Optimization Strategies for Google Places:




Be sure that your business name, address, and phone number are absolutely


correct.



Use an engaging, keyword
-
loaded business description that will grab the


viewer. Include a Call to Action.



Fill out the categories for your business with as much accuracy as possible.



Photos and videos engage your prospect, so be sure to add them.



Get reviews about your business from your customers. As far as rankings go,


volume of reviews is more important than the number of stars.



Citations from other trusted providers (the references in the section titled


"More about this place") are one of the most important elements of your


listing, because they indicate to Google that you are a credible, established local


business.



Look up other websites in your industry to find opportunities where you can
request a


citation (if not a link to your site) for your business.


Google Places



http://www.google.com/places


Bing Local Listing Center



https://ssl.bing.com/listings/ListingCenter.aspx


Yahoo! Local Listing



http://listings.local.yahoo.com


Optimize your Places listings



Use your main keyword phrase and complementary terms in your profile descriptions



Include:


-

your products and services


-

the brands you carry


-

the locations you serve



Choose


or create


the right categories (choose two/three existing categories, then create the


remaining two/three that apply to your local listing)



Create attributes (other information not already included


but DO NOT KEYWORD STUFF)


Get reviews!



Reviews are exactly what people (and Google) are looking for



Google pulls reviews from across the web (so it doesn’t matter where your customers leave them)



Come up with a system to encourage reviews by happy customers



Yahoo has mentioned after a certain number of reviews, they’ll start figuring out whether your


reviews are positive or negative


Your website and the 7 pack



Use your website to build trust and reinforce you LBL info by:


-

linking to your Maps listing


-


get links from local websites (Chamber of Commerce, etc.)

On
-
page optimization



Add location!!



Place full street address and phone number on every page of your website



Optimize your Contact/About page for business name/location

Standardize



Use same name, address, phone number everywhere



Go to sources of business data and standardize



Get listed on local directories

Check for Location Trust



Check data providers



Search for your business name



Search for your phone number



Search for your address


Places to submit:


Local.com

MerchantCircle.com

Wire Fan
(www.wirefan.com)

Mixx
(www.mixx.com)

City Search
(www.citysearch.com)

Super Pages
(www.superpages.com)

Insider Pages
(www.insiderpages.com)

Yelp
(www.yelp.com)

Yellow Pages
(www.yellowpages.com)

BrownBook.com

OhioBiz.com
(of course!)




What is the purpose of your site? What are your site’s goals?



Identify your target audience



Discover your competitors and their target phrases



Find out keywords that your target audience uses



Build quality content, site structure and internal navigation with respect to


your site visitors first with keeping SEO and important key phrase usage in


mind.



Publicize your website (press releases, signature files, print materials,


postings)



Acquire external links to your website



Monitor your traffic (web stats software, Google Analytics)



Evaluate your results and make modification/tweaks on an on
-
going basis.





Mark J. Geyman

Owner

OhioBiz.com / OhioBiz Web Consulting, LLC

216.381.1820

mark@ohiobiz.com

www.ohiobiz.com

LinkedIn: www.linkedin.com/in/markjgeyman