website optimization seo basics
TRANSCRIPT
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Website Optimization and SEO Basics
Sponsored by
Radix Promotions and Marketing
TM
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Who am I?
Why do I think I know what
I am speaking about?
Introduction
Annette C. Sage
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Consumer Purchasing Habits
70% of purchasing decisions are
made online (Gerhard Gschwandtner, CEO of Selling Power magazine 2011)
90% use search engines (BIA/Kelsey and ConStat 2010)
48% use internet yellow pages (BIA/Kelsey and ConStat 2010)
24% use vertical sites (BIA/Kelsey and ConStat 2010)
42% use comparison sites (BIA/Kelsey and ConStat 2010)
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Web Optimization vs SEO
Website Optimization or website usability is
about the viewers experience when visiting
your website
Search Engine Optimization (SEO) -
methods used to boost the ranking or
frequency of a Website in results returned by
a search engines to maximize traffic
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”“Marketing Solutions Today for Tomorrow’s Challenges”
Website Optimization
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Choosing a Domain Name
Use keywords in your domain name
Catchy, short and easy to remember
Easy to pronounce, type and spell
Appropriate, intuitive, & meets expectations (ex: careerbuilder.com vs. monster.com)
Use a “.com” TLD & register quickly
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Choosing a Hosting Service
Ensure that it has enough space for your website and
your business with room for growth
FTP access to upload new content and pages
Bandwidth, speed, security and reliability are crucial for
the success of any online business
Do they provide 24x7 support and do they respond
rapidly to your issues?
Compare prices and services before
you finalize one.
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”“Marketing Solutions Today for Tomorrow’s Challenges”
Website Design
and Layout
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Bad Website Design and Layout
http://www.webpagesthatsuck.com
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Good Design and Layout
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Website Design and Layout
Aesthetically pleasing
and easy on the eyes
Easy to navigate
Consistency throughout the site
Important content placed on top of page
Test pages in different browsers
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Website Content
Short, simple and to the point
Important content should be
placed at the top
Use a lot of keywords and phrases
Proofread and spell-check
Engage your audience
with what they want
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Speed and Load Time
An optimized web page loads quickly
Avoid using Flash content
Optimize images and keep
file sizes small
Limit number of server requests
by combining scripts and CSS files
Avoid content hosted on
external servers
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”“Marketing Solutions Today for Tomorrow’s Challenges”
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Search Engine Optimization
Fact:
Google is the New Yellow Pages!
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Organic vs. Paid Search
Organic
Paid
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Organic Search
75% of all search
clicks are organic
People who click on
organic search results
tend to have a higher
level of education
Longer lasting rank and traffic
Free except for time and manpower
Organic
Paid
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Meta Tags
Meta tags provide search engines with
information about your site.
<HEAD>
<TITLE>Website Optimization and SEO Basics</TITLE>
<META NAME="keywords" CONTENT=“website optimization,
search engine optimization, SEO">
<META NAME="description" CONTENT=“The content on this
webpage is about website optimization and SEO.">
</HEAD>
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
“ALT” Attribute
The ALT attribute is required and designed to
be an alternative text description for images
<img src=“images/MAU.jpg” height=“200” width=“200”
alt=“Marketing Automation University”>
Increases your page's keyword density score
and relevancy for your targeted keywords
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
“TITLE” Attribute
The TITLE attribute is used as a tool tip,
describe elements on your page and search
engines read them as content
<table width=“100” border=“2” title=“Website
Optimization”>
<a href=“search.html” title=“Search Engine Optimization”>
Seach Engine Optimization</a>
<form name=“application” title=“SEO Contact Form”
method=“ ” action =“ ” >
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Search Engine Optimization
Fact:
75% of users never go past the
first page of search results
SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Search Engine Optimization
Use keywords and phrases in your headings
Apply font styles to keywords (bold, italics, and underline)
Use keywords in your links
Search engines place importance on keywords placed at
the very top and bottom of the page
Keywords used multiple times in a row are seen as spam
Submit to major search engines (Google, Yahoo, Bing)
Use sitemaps on your site and submit to
search engines
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”“Marketing Solutions Today for Tomorrow’s Challenges”
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Link Building
Whoever has the most backlinks wins!
Use keywords in your anchor text
Get links from sites that are relevant or in
the same vertical
Use Social Media for long term promotions
Comment on Blogs that allow links
Write a press release for every
newsworthy event
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Blogs and Link Building
SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
AVG # OF INDEXED PAGES!
WITHOUT A BLOG
AVG # OF INDEXED PAGES!
WITH A BLOG
Companies that blog
have 434% moreindexed pages.
Click to edit Master title style
“Marketing Solutions Today for Tomorrow’s Challenges”
Final Thoughts
Worldwide we conduct 3,000,000,000
searches per day on Google.
If Google can’t find you, neither will
anyone else.
We want visitors to come to our
websites and keep them engaged