seo101
DESCRIPTION
This presentation is a talking guide to introduce SEO to the Small Business Owner or any party that can benefit from a basic knowledge of what SEO is, how it works and what value it provides.TRANSCRIPT
SEO101:Search Engine Optimization
Presented by:Basil C. Puglisi, M.P.A.
basilpuglisi.infoPatch.com
What is SEO?
• Search Engine Optimization is the process by which you increase visibility so that it ranks higher in the organic search results.
This can apply to:Websites, Images, Videos and
Local/Geographic results.
What is an Organic Search?
• Organic Search is the natural results on the left side of the page that produce quality results based on the sites credibility and relevance.
The Goal:The natural business model of a search
engine is to help you find what you are looking for.
SEO Basics
• Structure–How is it designed, Presented and/or
Crawled?
• Content–What is this really about? Original or
Copied?
• References–Who points, links or references this?
Structure
• What type of code is used and how?• What is the flow of content, Pages,
Titles, Keyword Density?• What are you telling the crawlers to
read or not read? i.e. robot.txt
Content
• What is the site about?• What are the pages about?• What is the location and reach of this
service?• Where does this content come from?– Original vs Copied
References
• Links: Do Follow & No Follow– Profile Links– Post Based Links– In Content Links– Article Links– Referring Site links– Social Media
Value of Links: Do Follow & No Follow
• Do Follow– This is a link that tells the crawlers to
read and give credit to the site receiving the link.
• No Follow–While the crawler does not give credit for
the link and increase the SERP, these can still produce web traffic and visibility.
Value of Links: Relevancy
• The relevancy refers to the topic, subject matter or type content that is referring the link.– Low Value: A Gambling site points a link
to a non-profit for education–High Value: A plumber blog, directory or
site pointing to a plumbers website.
A Business Practice
• SEO is a guiding principal for the conversion of you business. – The goal of search engines is to put a
genuine interested party/person or consumer in touch with the provider or business they need to meet a need. SEO is a guideline to make sure your visitors are valuable!
Analytics:Visitors or Customers
• Visitor– Someone who arrives at your website
• Customers– Someone who purchases a product good
or service from you
Analytics:Impressions, CTR or
Conversion• Impressions– The number of times your ad is visible on a
page, site, service, etc.• CTR: Click Through Rate – The number of times someone clicks your ad
• Conversion– The ability to take a campaign from Impressions,
to CTR that results in a “buy”, this is the true success in any campaign
Organic Visitors
• Organic Visitors– These are visitors generated from the
natural search engine results.
• SEO Conversion– The organic visitors have a higher level of
interest in your brand, product or service and therefore result in a higher conversion rate.
SEO is a Marketing Tool
• Marketing Tool– A service, campaign or product that is
used to increase visibility or brand awareness.
• The Opportunity:– This is one service that creates
opportunity,
Examples of Marketing Tools
• SEO• Video• Social Media• Banner Ads• Pay Per Click Advertising• Pay Per Call, Pay Per eMail (really
PPC)
basilpuglisi.info
Basil C. Puglisi, M.P.A.@BasilPuglisi(631) [email protected]
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