basics of search engine optimization

The Business Intelligence Partner Page * *

A presentation to

BQu team

13/06/2014

BASICS OF SEARCH ENGINE OPTIMIZATION

The Business Intelligence Partner

Agenda / Content

I. Introduction

II. Importance of SEO

III. SEO functionality

IV. The role of SEO Today

V. Watch Out: Changes and Challenges

VI. Measuring SEO

VII. Conclusion


SEO is a process used to ensure the placement of a site on search engines naturally or paid

Introduction

Search Engine optimization (SEO) is a process used to ensure the placement of a site on search engines naturally or paid. It

is done through selecting the right potential keywords for the main pages of the website, through the content, images,

links, and most importantly on titles used on the website. Also additional placement can be done through local sites,

directories and on review sites in order to increase the chances of been viewed by the right audience.

“SEO means finding ways to increase your site's appearance in

web visitors' search results. This generally means more traffic

to your site” (Business Insider)


Agenda / Content

I. Introduction





VI. Measuring SEO

VII. Conclusion


Importance of SEO

SEO helps you to be found, increase awareness and generate leads

Get found!

AIDA: Direct traffic

Create leads / customers

Retain and Engage customers

One of the main objectives of SEO, is to be top ranked at viewing search engines, therefore many tools such as keywords are used to increase ranking

Every online business aims not just to be found but to be clicked on their link against similar links through attention, stimulating interest and desire and finally directed to the website

Through using the right keywords, links and SEO friendly URLs, firms can increase the chances of its visibility in the search engines. However for potential customers to search, awareness of the particular industry plays a vital role

No matter what, if customers are not managed or retained, competition may cause them to shift. Therefore an effective SEO plan may help firms not just create a lead but be in touch with customers and to grow a brand community


Agenda / Content

I. Introduction





VI. Conclusion


SEO functionality

Search engines help users look for the best result from millions of content online

1. Research

2. Keywords: URL

3. creating links to the website and a sitemap

4.

In order to understand how SEO functions, it is vital to look upon how the search engines behave.

● When a person searches for something on the search engine, it performs the following actions;

○ The search engine will look through millions of sites, images and other content in its index ○ It will match the keyword to the closest result based on attributes in its algorithm such as relevance, and

popularity ○ The user will be presented with the closest top results to match the keywords

● For example, In the Google search engine, its spiders scan for words within the webpages and also where else it is

found. That is where on page and off page optimization plays its role.

● Indexing varies from different spiders, but they all main scan components such as titles, subtitles, meta tags, images, hyperlinks and etc.

● Since the ways in which different search engines measure websites differ, often each search engine gives different

results


SEO functionality

The SEO process has several steps including research, linking building and performance monitoring

1. Research

2. Keywords: URL

3. creating links to the website and a sitemap

4.

SEO PROCESS

Keyword Analysis

•Determine the right keywords to be used on the website

•Using tools such as MOz, and keyword planner

Step 1

Competitor Analysis

•Analysis on competitors SWOT

• Identify their use of keywords

Step 2

Link Building

•Create links for the website through keywords selected and placed mediums in step 3

Step 3

Search Optimization

•Optimize through content development, press release, local and segmented search, and mobile

Step 4

Measure Performance

Step 5

•Analyse the performance through web analytical tools


Agenda / Content

I. Introduction





VI. Measuring SEO

VII. Conclusion


Content marketing has changed the way SEO works

● Today it is not just about been found on the search engine or using the right content, it is also how big a noise can a brand create on the internet through conversation building, and winning trust

● Also websites compete with each other in order to be naturally found through increasingly employing engaging, funny and relevant content

● Link optimization: Promote the site(social media) with the best

content it has and linking the main website for it.

The role of SEO today

Infographic Zone, 2012


Agenda / Content

I. Introduction





VI. Measuring SEO

VII. Conclusion


SEO is changing fast through video search on Youtube, and mobile searches increasing

● Content marketing is key ○ Content needs to powerful, clickable, actionable, and shareable ○ Websites should not only be aimed for spiders but also general audience

● The formula also includes Public Relations

○ Today, many successful business on the internet have incorporated an online PR plan that has increased their chances in SEO

● Youtube is the second largest search engine

○ surpassing Yahoo, Bing and AOL ○ this makes it evident that social platformsare becoming their own search engines ○ Facebook processes half a billion search per day while twitter processes more than 2 billion ○ This is where the future of SEO lies

● Mobile friendliness

○ it is important that the websites can be found, accessed and used easily through mobile and smart devices

● Managing and maintaining Uniqueness ○ The amount of information on the internet iis increasing daily, and so is the competition, therefore great

thought and energy needs to be invested in creativity and innovation

Watch Out: Changes and Challenges


Agenda / Content

I. Introduction





VI. Measuring SEO

VII. Conclusion


The success of SEO can be measured through increased visits, increased mentions, and through ranking factors

● Traffic ○ The first main element to be analysed is the traffic volume

■ Number of visits versus from which search engine directed them ■ Which keywords (Branded or non branded) where used ■ Relevance provided on the search terms versus the incoming traffic

● Conversations

○ Conversations are measured through how visitors engaged, and how long they stayed ■ Bounce rate - how soon people left the site pages ■ Time spent on the website and its pages ■ Number of pages viewed by each person

● Ranking ○ Ranking determines where the website stands against its competitors

■ Website’s ranking on the search engines ■ Keyword rank on the search engine ■ Website’s position for the keywords

* All these calculations can be done on Google Analytics, a website performance monitoring tool by Google

Measuring SEO

The Business Intelligence Partner Page 14

Agenda / Content

I. Introduction





VI. Measuring SEO

VII. Conclusion


SEO is evolving, and comes down to how well you know your customers

Search engine optimization revolves around how well a website functions in the search engine but with time, it drills

down to how well a business can link to the customers, build trust and win heart.

Therefore from the website development to social media engagement, strong emphasis needs to be given to “ How you

want the customer to perceive you”.

Page 16

Conclusion

basics of search engine optimization

Marketing

importance of seo seo

seo means

way seo

seo functions

role of seo today

seo functionality iv

main objectives of seo

seo friendly urls