Web 2.0 Secrets: SEO, SEM and Web Traffic

Sarah “Intellagirl” Robbins

Look in this space for keyword explanations.

Helpful Info!

SERP: Search Engine Results Page.

The

Inte

rnet

Inte

rnet

Surfing Places to

The Internet

Relevant Results!

I can find it!

I can find it!

How do search engines work?Really

RESULTS

1. New web site is posted, linked to, or has its content altered

2. SE’s spiders crawl the page

Skims text, image descriptions, meta data, page titles, and URL

Follow links, count links in and out

3. Index key terms, count word frequency

SearchWikiEngineSEOSEM

Web

Keywords: Words that are used by search engines to determine the

topic of a given web page.

4. Weight algorithm

This Page

Other Pages

10 Tons

9 Tons8 Tons

6 Tons

Sites are ranked according to their key term rank

Why do we care?

Why do we build websites?

InformEntertain

Persuade Socialize

Grow Engage

The Old Way

The Store Front

Location! Location!

Searching

The New Way

The Store Front

Location! Location!

Searching

Your front door is only as good as the number of people who walk through it

To walk through…they have to find the door

What is Web Traffic?

What traffic measurements

actually monitor

1. The number of visitors

Unique Visitor: Identified by a unique IP address, the most accurate

measurement of web traffic

2. The average number of page views per visitor

Bounce Rate: % of people who visit only one page of a site

3. Average visit duration Average page duration

4. Busy times – the most popular viewing time

5. Most requested pages, entry pages, exit pages

Page Views: How many times has the URL been requested

6. Top paths

Paths: the sequence of pages viewed by visitors from entry to

exit

7. Referrers

Trackback: Links that refer back to your site and drive traffic

Page Hits: A request for a single file (image, text, audio track)

PageHits Page

Views

How is your

traffic?

What terms are being cached for your page?

Example of badly text cached page with “good design” : www.beside.ca

http://www.googlerankings.com/dbkindex.php

Google Analytics

What’s your Google Page Ranking?

PR(A) = (1-d)+d(PR(t1)/C(t1) + ... + PR(tn)/C(tn))

What’s your Google Page Ranking?

Links In +Links Out

WARNING!

Web Traffic is NOT the whole picture

Conversions are key!

How to increase traffic

1. Good content

2. Link sharing

3. Update content

4. Know Your Key words

What are people looking for to find your business?

What terms best describe your

business?

What terms are used

to find your

competitors, your

industry?

SEO/SEM: Getting Help

with your Traffic

SEO: Search Engine Optimization

SEO: Search Engine Organics

•Researching key terms•Content creation advice•Linking assistance

SEO: Search Engine Marketing

SEM: Search Engine Manipulation•Researching key terms•Content creation advice•Linking assistance •Purchasing Search Placement•Purchasing Search Ads, Pay Per Click

Affiliate marketingAdvertiser pays an affiliate for driving event-

driven traffic (orders, leads) to their site. Affiliate gets paid a commission based on order or lead.

PPC: Pay Per Click. Advertising method where an advertiser pays for their ads (which are displayed on a given website) if and only if someone actually clicks on the ad.

GoogleWhacking: a two-word search that yields only one result

• “stiffed deskpersons”• “painfully tightlippedness”• “whizzing farmwomen”• “psychobiographic orangutan”

Whack!

Thanks for coming!!

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