seo class presentation
Post on 18-Oct-2014
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SEARCH ENGINE OPTIMIZATIOM
NANCY NORIEGA Nn MARKETING INC.
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Intro to Search Engine Optimization
Definition
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What is Search
DefinitionVariables for Site Ranking Results
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What is Search
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Search Engine Optimization
With over 250 millions searches every single day and 99% of Internet users saying they use search, this can’t be ignored.
SEO is one of the most misunderstood of online marketing tactics but the one that has some of the greatest benefits.
Branding 24/7
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Here're five curious facts about web search:•When Internet users look for information, services or products to buy, more than 8 out of 10 rely on search engines, not simple surfing.•85% of these searchers don't click on paid links.•63% of links that are naturally displayed at the top of search engines get clicks.•Being naturally found at the top (due to SEO, not to payment) converts 30% higher ( = brings 30% more money).
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• Over the last year, Pay-per-click (PPC) costs have grown 37%, and they go on rising.
• 6 times more likely to click on the first 3 organic results than on any paid results
• Are of higher quality once they reach your site
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Search Engine Optimization
Forrest research reports that over 80% of Internet users reach sites through search (either paid or organic)
Branding 24/7
Travel searchers:Spend 6.7 weeks searching78% of travel transactions involve search75% of travelers search before bookingAverage 8.1 searches prior to booking
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Search Engine Optimization
Travel category search is up 9.4% this year and search on travel sites is up 43.4%.
Travel Category Searches vs. Searches on Travel Sites
They are looking for deals!
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Search Engine Optimization
However, of the $15 billion projected to be spent on search in 2009 only 10% went to organic search.
Branding 24/7
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Search Engine OptimizationTop 5 To Do’s
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Search Engine Optimization
1. No Keyword Research = NO SEO Pick the right keywords and use
them in your content.
SEO Basics
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Exercise:
MAKE A LIST OF KEYWORDS
MAKE A LIST OF KEYPHRASESCombine words on list or use new
Generate about 20-40
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Exercise: Use search engine databases to refine the list
Free Wordtracker http://freekeywords.wordtracker.comEnter your main keyword, for list of suggestions for popular search terms that contain that particular word or phrase.
Google's Keyword Tool https://adwords.google.com/select/KeywordToolExternal
Select to generate keyword ideas with Descriptive Words or Phrases. Enter a keyword & get a nice list of keywords.
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SEO = BEST SPY COMPETITOR SPY
Use a keyword phrase from list and enter in Google Search Field
Up comes top competitor
Copy their URL and go to Google Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal
TRY IT NOW
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LIST OF KEYWORDS COMPETITORS USE
VARIATIONS:
MISSPELLED LOVE LOCAL GUY
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SHORT LIST YOUR KEYWORDS
USE KEYWORD SOFTWARE
RANK TRACKER TO GENERATE
KEYWORD EFFICIENCY INDEX.
RELEVANCE / COMPETITION / #SEARCHES
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Search Engine Optimization
2. Use SEO &user friendly URLs.
SEO Basics
NO UNCLEAR URLs= www.weddinggift.com/?item=32554 ARTICLE/GOODS?
Instead, they could have www.weddinggift.com/silk-linen.html, or www.weddinggift.com/pots.htmlClearly can see what's on the page.
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Search Engine Optimization
3. Insure you have unique meta tags for every page of your site (title, descriptors, keywords).
SEO Basics
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Meta keyword tags = Brief List for pgs most imp topicsTells robots where to look. Not terribly important but helps ranking.
Here's an example of how a meta tag might look for http://www.weddingchannel.com<meta name="keywords" content="wedding, weddings, wedding gifts, wedding ideas, wedding cards, wedding flowers, wedding Florida">
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Now, meta description tag. Gives a brief description of your site. What you see below the links on Search Engines' results pages is often the site's meta description.
Here's how the tag for meta description looks like:<meta name="description" content="Brief description of the contents of your page.">
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Search Engine Optimization
4. Insure java code, images and any non-text files have appropriate keyword rich “alt” tags.
SEO Basics
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No FRAMES
ROBOTSCAN’T CRAWLPGWELL
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NO FLASH – GRAPHIC ANIMATIONS
WHY BAD?
IF HAVE TEXT - SEARCH ENGINES WILL NOT RECOGNIZE IT
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ROBOT CRAWLER DOESN’T KNOW HOW TO READ TEXT ON BUTTONS
USE TEXT LINKS INSTEAD OF IMAGES
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Landing Page
Choose an existing page•Ck which of your website pages ranks best for your top keyword•At search engine where you want to rank well•Pick top choice to optimize – already ranks ^
Or create a new pg as your landing and optimize it!
where you make an offer they can't refuse
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Search Engine Optimization
5. Use off site techniques to increase back-links including: Videos Social media post, including
blogs Directories and bookmarking Online articles Online press releases
SEO Basics
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The ProblemWebsites that are lost in the crowd
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SOLUTIONS
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Comparing Solutions
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Search Engine Optimization
Risks
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Search Engine OptimizationTips and Examples
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Search Engine Optimization Tips and Examples
Amusement Rides
Restaurants
Deals
Admission
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Search Engine OptimizationTips and Examples
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Some Google Backlink Comparisons
Expedia ……….4,770
Travelocity ………. 2,940 Disney ……….
1,030 Sea World ………. 431 Santa Cruz Boardwalk ………. 114 Lagoon Park ……….
32 Harbour Park ……….
7
Backlinks
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Standards for SEO Professional