what is search engine optimization (seo)?
Post on 19-Jul-2015
39 Views
Preview:
TRANSCRIPT
A Brief History• Approaching 3.5 billion
Internet users
• SEO and social media
• ICANN and Top Level
Domains (TLDs)o .Com (old)
o .Android (new)
o .College (new)
o .YouTube (new)
SEO“Search engine optimization (SEO) is a methodology
of strategies, techniques and tactics used to increase
the amount of visitors to a website by obtaining a
high-ranking placement in search results page of a
search engine (SERP).”
Source: Webopedia
The Anatomy of SEO• Relevance
o Images, video and text on the
site
o Are you in the search results?
o Are you positioned for close
but imperfect searches?
• Popularityo By positioning (bidding) or
scarcity (few people using
term)
• Goal: increase ranking
for “specific keywords
and phrases”
Search term
CrawlersIndexed
pagesSearch results
Repeat
Factors (Google)• Site and page quality
• Page activityo Site traffic
o Frequency of publication
• User context (Pigeon –July 2014)
• Overall search trends and behavior
• Domain length and age
• Titles with keywords
• Duplicate content
• Top paragraph keyword mentions
• Exact Match Domain (EMD)
Writing for Websites• Clear titles and definitions
• Link to credible, well-trafficked sources multiple
times
• Properly tag images and embedded video
• Write for the user first
• Include breaks in text
• Always use new copy for new pages
• Make it local
Examples• Causes of death (Search result)
• Health Affairs (Search result)
• Mashable (Article breaks)
• Jim Croce (Video in search)
• Kathy Greenlee (Image tags)
• Jimmy John’s (Localized results)
Writing Effective CopySample Titles 5 Points
• “How to…”
• “Why Do Physicians…?”
• “What [insert topic]
Means for [group]
1. Avoid punctuation
2. Title
3. Body
4. Images
5. Video
Paid vs. Organic SearchStats
• 90% of users do not look
beyond the 3rd page
• 87% of search traffic is
organic
• Perception: 36%
believe top sites are
best brands
• Users change terms,
not search frustration
Paid vs. Organic SearchPaid
• Pay-per-click ads (SEM)
• Multivariate analysis
• A/B testing
• More control over clicks
through to website
• Google AdWords
• Google AdSense
Paid vs. Organic SearchOrganic
• Inbound traffic
• Strong keywords
• Link authority
• 80-90% of all page
clicks
Tips1. Build your network before you need it
2. Listen to your community, use data to decide
3. Bring allies into your strategy by sharing regularly
top related