Download - SEO - The What, Why, and How
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SEO
Search Engine Optimization
The What, Why, and How
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Contents
• What is SEO?• Why Search Matters• How Search Engines Work• SEO Process• SEO Metrics• Q&A
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What is SEO?
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What is SEO?
Search Engine Optimization, or, SEO, is the active practice of optimizing a web site by improving
technical, structural, on-page, and off-page elements to increase the traffic the site receives from search
engines.
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What is SEO?
• Search Engine Optimization is the process of strategic placement of targeted keywords in an effort to maximize search engine ranking placement (SERP).
• The purpose of SEO is to ensure a Web site is properly indexed by the search engines.
• SEO is an evolutionary process of continual updates in an effort to achieve maximum result placement.
• Search Engines are the second most popular Internet activity, and quickly gaining ground on the number one activity, e-mail.
• Consumers trust Search Engines, seeing them as fair, unbiased providers of information beyond all other research tools.
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Why Does Search Matter?
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Why Does Search Matter?
• Traffic
• Visibility
• Trust
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Why Search Matters: Traffic
• Unless you have brand recognition or a large budget, search is the most cost effective medium to drive traffic to a website
• Some of our clients see between 60% and 70% of their total traffic come from search
• Others are much lower, with only 5%
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Why Search Matters: Visibility
• Top 3 listings on search engine results pgs account for approximately 63% of all clicks
• First place result gets 4 times the amount of traffic of the second
• Everybody wants to be #1
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Why Search Matters: Visibility
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Why Search Matters: Visibility
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Why Search Matters: Trust
• People trust search engines
• They believe search results show relevant, factual information
• 80% use search engines to gather information on a product or service prior to purchasing online
• 78% use search engines to compare prices online
• 76% use search engines to gather information on a product or service prior to purchasing in-store
Source: MediaPost, 2010
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How Search Engines Work
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How Search Engines Work
• Search engines use “spiders” (aka. Robots, Bots, Crawlers), which are basically automated Web surfers.
• Spiders systematically browse the Web, indexing the contents on each page they visit.
• Spiders follow hyperlinks in their pursuit of information.
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How Search Engines Work
• Content must create thematic relevancy, which not only relies on a comprehensive site architecture but also robust, well-written content.
• Spiders store a copy of everything they find in the Search Engine Index, or database of web content.
• Search Engines query the index and apply a unique, complex algorithm to deliver the most relevant results to each user query.
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How Search Engines Work
• Content – On-Page assets like copy, images & video
• Site Architecture – Domain, Hosting, URL, Navigation, Page Hierarchy, Design, Usability
• Links – Internal & External
Three Pillars of SEO
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How Search Engines WorkThree Pillars of SEO
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How Search Engines Work
• Copy is relevant to searchers intent
• Accurate title tags, H1 tags, and META descriptions
• Images are search-friendly, following proper naming conventions and utilizing ALT attributes
• Flash and other non-readable media formats like audio and video are transcribed
Three Pillars of SEO: Content
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How Search Engines WorkH1 Tags
H1 tag
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How Search Engines WorkTitle Tag
Title tag
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How Search Engines Work
• Navigation is properly labeled and easy to use
• Hierarchy is flat, meaning there aren’t 8 levels of directories present
• URLs are easy to understand, contain keywords when appropriate, and are consistent
Three Pillars of SEO: Site Architecture
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How Search Engines Work
• Search engines view a link as a “vote of confidence”
• The higher quantity (and quality) number of links a page relevant to the query has, the more likely it will rank
• Industry sentiment puts the importance of links in relation to all SEO ranking elements at 60%
Three Pillars of SEO: Links
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Our SEO Process
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Fullhouse SEO Process
• SEO Audit & Recommendations
• Keyword Research
• Content Reorganization
• Keyword Mapping
• Implementation & Link Building
• Reporting & Analysis
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Fullhouse SEO Process
Always starts with an audit
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Our SEO Process
• Starting with an audit allows us to know what we need to spend extra time on
• Keyword research is client & industry specific
• Reorganize content for maximum search visibility
• Map keywords to new and existing pages
• Implement recommendations & build links
• Report on metrics that matter
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Metrics That Matter
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Metrics That Matter
• Quantitative metrics like number of unique visitors, percentage of traffic coming from search, and % of return visitors are useless without a way to measure behavior
• Qualitative metrics like bounce rate, time on site, and average pageviews per visitor provide a better overall picture of web traffic performance
• We can easily dismiss a traffic source that only drives 10% of total visits, but if that same source also produces 70% of all conversions then we need to pay attention
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Metrics That Matter
• Visits by non-paid keywords, filtered for branded, trademarked, and copyrighted terms show us how visible a page is in search engines
• Visits, time spend on page, and bounce rate segmented by entry pages gives us a better understanding of how qualified our search visitors are
• Number of conversions or goal completions give us a good look at how likely search traffic is willing to convert
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Metrics That Matter
Boring…
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Metrics That Matter
That’s what I’m talking about!
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Metrics That Matter
Bottom Line
Make sure your metrics have meaning!
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Questions?
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Thank You!