tell me more about seo - version 1
DESCRIPTION
Presented as part of a course at Pace University, in New York city, this beginner's level deck covers the basics of Search Engine Optimization (SEO), including: - An Overview - The benefits of SEO - Top 3 Search Engine's Reach - Inbound Marketing and SEO Funnels - Off- and On-page analysis - ExamplesTRANSCRIPT
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Tell me more about SEO Becky Livingston President Royal Apple Marketing
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Agenda
n SEO Overview
n The Details
n Examples
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SEO OVERVIEW
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What is SEO?
Search Engine Optimization (SEO) is the organic way your web site appears on search engine results pages.
It is based on several factors, including the # of searches for your site, the content on your site, web site code, keywords, and so much more!
PAID
ORGANIC
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Key Benefits of SEO
n Increased, targeted traffic to the website
n Greater brand name awareness/recognition
n Lead generation through inbound marketing
n Effective ROI
n Supplements and may reduce the need for traditional marketing efforts
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Yahoo!
Bing
65.09%
15.89%
13.10%
Top 3 U.S. Search Engines’ Reach
Google, Yahoo! and Bing together make up more than 95% of the U.S. search engine market share.
Source: Search Engine Land Feb. 2012
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Search Engine’s Reach Internationally
Source: http://econsultancy.com/us/blog/6926-search-engine-market-shares
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Inbound Marketing & SEO Funnels
Building the program and combine that with web site changes to reflect the goals
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SEO Funnel / Analysis
n Link Building & HTML n Broken link review
n Link popularity (ranking)
n Meta tags
n Site map, content, and design
n Goal definition
n Keyword Research n Top industry keywords
n Identify top bidders (Pay Per Click – PPC)
n Website analytics and review for searches within your site
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SEO Funnel / Analysis, cont.
n Keyword Research, cont. n Geographic, demographic, and behavioral search terms
online and within your site
n Competitive Analysis n SEO Rankings
n PPC campaigns (influence SEO)
n Keyword analysis
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THE DETAILS
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Off-Page Optimization, cont.
n Building inbound links n Off-page SEO – getting other quality sites to link back to
you
n XML Sitemaps n Simply an .xml file containing a list of the site’s pages
and when they are updated
n 301 Redirects n Rather than getting a 404 Error page (Page Not Found)
create redirects to fix the issue
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Off-Page Optimization, cont.
n First impressions count, tips for great web design include: n Proper use of color n Animations, gadgets, & media usage (avoid unnecessary items) n Layout n Typography n Maintain usage consistency (logo placement, colors, etc.)
n Imagery n Use images that resonate with the client base. Stock images
are nice, but are they “real”?
n Navigation n Good, solid navigation that supports search preferences
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Off-Page Optimization, cont.
n Accessibility n Mobile, tablet, online, old/new computer systems
n Shareable and Social n Make content easily shareable
n Blogging n Fresh content, conversation channel, valuable inbound links
n Content Variety n Images, text, video, games, etc.
n Testimonials
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On-Page Optimization, cont.
n Pick a primary keyword n for each page
n in the body content
n in the file name of images
n page URL
n write for humans first, search engines second
e.g., “internet marketing”
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On-Page Optimization, cont.
n Title & Meta Tags n On the web page code, leverage the power of the meta
tags!
<title>Jim Stenerson’s SEO Course</title>
<meta name="Description" content=”Jim Stenerson’s course is about how to create effective web pages and increase SEO through…">
Jim Stenerson’s SEO Course www.JimStenerson.com Jim Stenerson’s course is about how to create effective web pages and increase SEO through…
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EXAMPLES
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Wikipedia Why: Content is unique. Specific, in-depth information. Well laid out. Title Tag. URL, page content, and alt text.
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The Urban Spoon Why: Great in-bound linking, accessible, link-worthy content, incentives for others to link to them.
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Mashable Why: Great in-bound linking, accessible, link-worthy content, incentives for others to link to them.
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Conclusion
n Recognize the power of the Internet – your competition has
n Develop a realistic marketing budget
n Set achievable goals
n Evaluate your existing web site
n Define your target audience
n Identify your top competition
n Increase sales & revenue
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Questions?