Understanding How SEO Works and What

Source: http://www.atinternet-institute.com

Study realised with website running Sponsored links campaign

Search Marketing

45.8% of traffic

How do Internet Users Access Website

As of June 2013, Google claims the largest search engine US market share

followed by Bing and Yahoo.

Search Engines

US Market

Share

Google 86.3%

Bing 7.3%

Yahoo 3.1%

Ask + other 3.3%

SEO

– Algorithmic ranking

– Business Model Natural traffic

Strengths

• FREE Traffic

• Maximize brand awareness

• Better traffic potential than sponsored links

• Better average conversion rate than sponsored

links

Weaknesses

• Limited control on the keyword that give visibility

• Limited control on the message sent to internet

users

• Limited control on the landing pages

SEM

– Keyword Advertising, bid for position

– Business Model cost per click (cpc)

Strengths

• Full control on the keyword where the website

appears

• Full control on the message delivered to internet

users

• Full control on the internet user’s landing page

Weaknesses

• Cost per click model

• Lower Traffic potential

• Lower average conversion rate

• Budget limitation

• Using these two channels improves your

coverage rate.

• Maximize the brand awareness

• Maximize the traffic potential of the

website

• Good control of the keywords giving

visibility to the website

• Good control of the message sent to the

internet users

• Note: SEO is limited in number keywords

covered unlike PPC where there is no

limit

Server side parameters

These parameters are related to the domain name

registration, the location of the hosting server

and the way the website access is set up on

the server side (URLs, redirections, …)

“Onsite” or “On Page” parameters

These are typically related to the website’s code

and the website content

“Offsite or Off page” parameters

Offsite parameters are the related to the website

link popularity and the competition in its

semantic area.

Client side parameters

Client side parameters are related to the internet

users browsing set up and won’t be audited as

we can’t control them.

• Domain name AGE

Search engines tends to rank old websites better

than recent ones. Date of registration of the domain

is important

• Physical website location

The place where the website is hosted is part of the

relevancy algorithm – Local websites will have

better results for search made by local users

• Domain names mapping

There are different ways to set up a domain name or

to redirect different domains to a website – search

engines check them

• Downloading speed

Fast websites are considered better for internet user

experience and get better rankings

• URLs

Universal Resource Locator. They represent the

path of a resource and the way a website is

organized.

• Website Code

HTML has different tags that have different

significations to search engines and the way the

website is coded can have good or bad impact

on the website rankings or crawling

– Page Title <title>

– Headers <h1> <h2> <h3>

• Pages Content

The actual content on the page makes up the rest of

the on-page optimization process– Keywords used throughout content

– Italics, Bold, Underline

– Lists, Lists, and Lists!

The link popularity of a website refers to the number and the quality of the incoming links one website has. It is now one of the most important factors impacting the website’s ranking into search engine relevancy algorithm

Source: http://www.touchgraph.com

nate@blueatlasmarketing.com

832-209-8856

Twitter: twitter.com/blueatlastweet

Facebook: facebook.com/blueatlasmarketing

Linkedin: linkedin.com/company/blue-atlas-marketing

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