Seo Presentation Locke_Anderson & Trevor_Feller

thumpinsplishInternet and Web Development

Nov 18, 2013 (4 years and 1 month ago)

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SEO TUTORIAL

SEARCH ENGINE OPTIMIZATION

Trevor Feller & Locke Anderson

AGENDA



What
is
SEO



SEO
Process



Measuring SEO
success




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

TERMINOLOGY


Organic



Where
your site comes up within the actual search


results returned from the search engine algorithm.


In
-
Organic


Priority
placement of your site within search engine


results achieved through paid marketing to the
search
engines.


White Hat


Indicates
that you have used strategies that coincide


with the policies of the search engines.


Black Hat


Indicates
the use of strategies that do not coincide


with the policies of the search engines and can result
in
negative

action
by the search engines.


On
-
Site


Work
performed to the site to help optimize for


search engine ranking. Ex. Content writing


Off
-
Site


Work
performed off the site to help optimize for


search engine ranking. Ex. Link building


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WHERE ARE THE ORGANIC RESULTS?


Organic

Pay Per Click


Pay Per Click


INDUSTRY RESEARCH


WHO GETS THE
CLICKS?

The vast majority of clicks
--

roughly 60 percent, go to
organic listings.


Source: Enquiro, 2006

Organic Clicks vs Paid Clicks

THE
CASE FOR SEO



The majority of clicks are going to Organic
listings.



SEO is the most popular form of search
engine marketing.



SEO provides a high ROI.



Many people don’t go past the 1st page in
the search results.



Users trust the natural results to be more
relevant to their search query.

Reasons to conduct SEO

SEO RULES



SEO is not an overnight project, it takes time and attention


You can’t ignore fundamentals and succeed over the long
-
term


You must have well
-
written content, relevant information,
and a deep website (i.e. no one pagers)



SEO evolves


what worked last quarter might not next
quarter


Google changed their algorithm three times in the last 6
months


Black hat SEO is bad


Google will squash you

The Truth About SEO

SEO PROCESS

Step 1
: Know Your Business objectives.

Step 2
: Conduct initial keyword analysis.

Step 3
: Identify the keyword/landing page combinations.

Step 4
: Review URLs / Modify Content and Meta Tags.

Step 5
: Baseline Ranking & Traffic reports.

Step 6
: On
-
site & Off
-
site optimization.

Step 7
: Monitoring and Optimizing

STEP 1
: KNOW YOUR BUSINESS
OBJECTIVES.



How important is high volume of traffic to your sight?


Are you trying to sell high volume online?


Is it important that you’re name be known in the business world?



If you answered yes, it my be worth your while to hire
a professional SEO service to assist you with this.

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10

STEP 2
: CONDUCT INITIAL KEYWORD
ANALYSIS.



First
, generate a list of keywords based on the content of each page.


Use Tools such as
-

Google
Adwords


Search for
f
requently searched words and phrases


1) how popular is this term among searchers?


2) how likely is it that a searcher using this phrase is looking for what we have to sell?


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11

STEP 3
: IDENTIFY THE
KEYWORD /
LANDING
PAGE COMBINATIONS.


Once the keyword list is established, search terms should be mapped to
specific pages.


Each
page can support, ideally, one “core” key phrase as well as 2
-
3 long
tail variants.


E
xample
, a page optimized for a high
-
volume two
-
word phrase like “blue
thingamabobs” could also be the target page for “screaming blue thingamabobs,”
“blue thingamabobs sales” and “screaming blue thingamabobs sales.”


Check your work


Match
keywords to phrases
using Google Advanced Search.
Enter your key phrase in
the box for “this exact wording or phrase:” and your domain (in the form
company.com) in the “Search within a site or domain:”
box.


If
no good matches are found
,
rewrite
the
page to target the key
phrase.


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12

STEP 4.
REVIEW URLS / MODIFY
CONTENT AND META TAGS



Try to find a search friendly URL in your site’s initial design
otherwise modifying URLs on an existing site.


Example, if you sell call recording software, then a URL like call
-
recording
-
software.html is much more likely to get you ranked highly by the search engines
than is a URL such as products.html.


Perform other on
-
page SEO work to optimize each page for its
corresponding set of target key phrases by optimizing title tags, on
-
page headings, use of key phrases in bold and italic, and a
target

keyword density

of 1.5% to 4%.


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13

STEP 4.
REVIEW URLS / MODIFY
CONTENT AND META TAGS

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STEP 5
: BASELINE RANKING & TRAFFIC
REPORTS.



Run
your
final list of key terms through an automated tool such as
the
SEO Chat
keyword position tool

or the

SEOBook

Rank Checker tool.


This is the equivalent of a “before picture” on a weight loss ad.






Monitor your progress so you can identify what is working and what is
not.

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15

STEP 6
: ON
-
SITE & OFF
-
SITE
OPTIMIZATION.



Identify sites for linking: by keywords and competitors


Perform searches for your top key terms as well as competitor names. Compile a list
of sites for link
-
building efforts based on these searches


Build external links


Link to
appropriate directories and

social media
sites


Most importantly link
on sites that show up well for searches on your key search
phrases (such as blogs, publications, portal sites and specialized directories) as well as
on sites where your competitors are listed
.


Find tips for linking at
http
://
www.seobook.com/archives/001792.shtml


Submit your site to Google, Bing, & Yahoo, so they can recognize your
site quickly.


Create and submit an XML site map to Google


use
http://www.xml
-
sitemaps.com/


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16

STEP
7
:
MONITORING AND
OPTIMIZING


30
-
day SEO check and
report (Google Sitemaps, Yahoo Site Explorer, Bing
Toolbox)


S
EO
efforts should begin to show results within 2
-
3
weeks,. After
30 days, run an updated search
position check.

The results will indicate for which terms additional efforts are needed.


Ongoing content Edits


Based
on the results of the 30
-
day SEO check, make additional content edits to improve search
engine positioning for your “challenging” terms. These include title tag modifications, image alt
tags and image file names,

internal in
-
text
links
,

on
-
page headings and page content.


Ongoing
link building


Link building is a process; over time, you’ll discover new sites and blogs to approach for
links.


Write
SEO press
releases

with
keyword text
links (below link offers advice).

http
://
hubpages.com/hub/SEO
-
Press
-
Releases
-
How
-
to
-
Write
-
them
-
and
-
Where
-
to
-
Submit
-
Them


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17

MEASURING SEO SUCCESS


Keyword Ranking.


Website Traffic.


Increase in "Share of Traffic" per keyword.


Increased Revenue/keyword.


Increase in Impressions ( good for Publishers to show
advertisers).


Lower dependence on Paid Search.


Lowering the cost per acquisition.


Page Title

Alt
-
Tags

Link Title Tags

Site
-
Side Optimization

Technical SEO
-

Example of Page Elements

Anchor Text

Navigation

Technical SEO
-

Source Code

Title Tag

Javascript

Meta data

APPENDIX


Helpful Sit
es


General Information:
http://www.searchengineguide.com/


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


Linking:
http://www.seobook.com/archives/001792.shtml


Site Maps:
http://www.xml
-
sitemaps.com/


Create SEO Press Releases:
http://hubpages.com/hub/SEO
-
Press
-
Releases
-
How
-
to
-
Write
-
them
-
and
-
Where
-
to
-
Submit
-
Them



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