SEO

2

Your Text here Misc.

Points

Link

PointsKeyword

Points+ +

Formula

for

SEO

Organic Search Engine Optimization

Organic Search Engine Optimization

• Research

– Which Search Engines

– Algorithms

• Determine Keywords

– Research

• Assign keywords to specific pages

• For each page - populate

Methodology

Research -

Which Search

Engines ?

STEP 1

• Identify the most popular search

engines and some of their formula

elements

– Searchenginewatch.com

Which

Search Engines

Research – What is in the Search Engine’s formula or algorithm?

STEP 2

• Which Database(s) are the Search Engine

using?

• Different Algorithms/Formulas

• Different weighting of elements within

formula

• Formulas change over time

• Weighting changes over time

Search Engine

Ranking

Determine Your

Keywords

STEP 3

• Take your marketing materials:

– Press releases

– Brochures

– Advertisements

• Use a highlighter to select words you

think may be searched

• Create a list of these words

Keywords

• Use tools to analyze most searched words

• Keyword Selector Tools

– Google Keyword Tool

https://adwords.google.com/select/KeywordToolExt

ernal

– Wordtracker http://www.wordtracker.com

– Microsoft Search Funnel

http://adlab.msn.com/SearchFunnel/

Keywords

Assign specific

keywords to

specific pages

STEP 4

• Allocate specific words to specific pages on

your web site based on the content of the page

Allocate

Keywords

Populate each page

with the assigned

keyword

STEP 5

Populate each page appropriately

with the assigned keyword

Populate

• Search engines are looking for Keywords in

– Domain name

– Page titles

– Page text at beginning, middle and end

– Keyword meta tags

– Description meta tags

– Comments tag

– Alt tags

– Headers

Populate

• Keywords in Page Title– Best Western – Downtown Winnipeg Hotel

vs.

Home Page

• Page titles significance for marketing– Bookmarks/Favourites

Page Titles

Page Title

• Take the keywords assigned to this

particular page and use them

APPROPRIATELY

– in the first 200 characters of text

– repeat about 5 times without keyword

stuffing

– at the beginning, in the middle and at the end

of the page

Text

• Keyword density 3-11%

• Keyword in bold/italics but don’t overdo it!

• Adding a blog or forum increases overall site

total

– Frequency and freshness of postings matter

Text

• Text embedded in a graphic cannot be read by

the Search Engine

• Image maps without text on the page provide no

resources for the Search Engines

Text

Image Map

• We’re concerned with 3 meta tags:

– Keywords

– Description

– Robots

Meta Tags

• Check the competition

– descriptions and keywords

– meta tags (keyword, description, bot)

– high ranking sites

Meta Tags

Meta Tags

• First 200 characters – no more than 378 for Google

• Repetition about 5 times in different phrases

• Keywords/Keyword phrases

• Plural

• Number of words and weighting

• Unique keyword meta tags for each page

• Separate by commas

Keyword

Meta Tags

• Get assigned keyword in first 100 characters

• Repeat several times

• Plural

• Number of words and weighting

• Unique description meta tags for each page

Description

Meta Tags

• <Meta name = “robots” content = “all”>

Or

• <Meta name = “robots” content = “none”>

Robots

Meta Tags

Comments Tag

– The ALT tag or 'alternative text' provides an

alternate message to your viewers who can't see

your graphics.

– If you will be using graphic menu systems for

navigation, these alternate messages are

especially important aid to users without the

ability to see your graphics.

Alt Tags

Alt Tags

Alt tags

Alt tags

Alt tags

• Make sense to the graphic

– text only navigation

– professionalism

• Assigned Keyword for that page several

times in the alt tags

– search engine friendliness

Alt Tags

• The tags <H1> <H2> <H3> <H4> <H5> and

<H6> display headings. H1 is the Largest and H6

is the smallest. Headings are normally displayed

in a larger and bolder font than normal text.

Heading elements start on a new line.

Headers

Header Issues

Header Issues

41

Your Text here Misc.

Points

Link

PointsKeyword

Points+ +

Formula

for

SEO

• Link popularity/relevancy extremely important

– Number of links

– Age of links

– Quality of links

• How high do they rank on same keyword

• Quality of domains

• Quality of pages

• Subject matter of linking pages

• Google Page Rank

– Text in/around links to your site

Link Popularity

• Link popularity and link relevancy

– Beware many links in a short time period

– Stay away from Link Farms and FFAs

– Vary the text in the links to you

Link Popularity

• Traffic to your site

• Domain age

• Domain registration

• Click-Thrus from search results

• Time users spend on page

• Frequency of updates

• Search requests for URL/domain

• Clean Code

Miscellaneous

Points

• Duplicate Content

• Link Schemes

• HTML programming errors

• Under Construction

• Bad neighborhood– Link scheming, hosting spyware, malware, offensive

material, or have been involved in illegal activities such as phishing.

• Accessibility/Usability Issues

Negative

Points

• Search engine “bots”

– Add your URL

• Directory submissions

– Complete online form

• Submit Your Site Map

Submit

Your

Site

Google Submission

Pay Per Click

• You bid on keywords/keyword phrases with the search engine

• When someone searches on that keyword phrase your site appears in the sponsored results area

• If someone clicks and is delivered to your site you pay

Pay Per Click

Paid Placement – Yahoo! Search Marketing

•

• Define objectives

• Define target market

• Calculate current metrics

– Web sales conversion rate

– Sales revenue per conversion

– Value of each web site visitor

Pay Per Click

• Research and select keyword phrases– Yahoo! Keyword Selection Tool

– WordTracker

– XBarCode Adword Analyzer

– Others

• Prioritize your keywords

Pay Per Click

• Plan your bids

– Keyword phrases

– Which programs

– Amount

– Dayparting?

– Geographic?

– Maximum budget per day?

– Seasonal?

Pay Per Click

• Prepare before you bid

– Identify appropriate landing pages

– Optimize these pages for secondary objectives

• Permission …Stickyness … Viral

– Develop ad copy

• Calls to action

• Niche and target

Pay Per Click

• Place your bids

• Monitor and tweak

– Google and Yahoo! Reports

– Web Traffic Analysis

– Web Metrics

– A/B testing

Pay Per Click

SEO