Embed Size (px)
DESCRIPTION
This presentation gives an overview about the search engine optimization, which also called SEO. It covers the search engine landscape, how the search engines work, building accessible sites, and building search strategies.
Citation preview
Agenda
• The Search Landscape• How Search Engines Work• Building Accessible Sites• Search - Building Strategies• Demo• Project
Search Engine Optimization - SEO12/04/2023 | page. 2
The Search Landscape
Search Engine Optimization - SEO12/04/2023 | page. 3
SEO Definition
• It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.
Search Engine Optimization - SEO12/04/2023 | page. 4
Organic vs. Paid Search
Search Engine Optimization - SEO12/04/2023 | page. 5
Organic
Paid
Click-Through Rates
Search Engine Optimization - SEO12/04/2023 | page. 6
#1: Gets 30% of traffic and sales
#2: Gets 12% of traffic and sales
#3: Gets 7% of traffic and sales
#4: Gets 5% of traffic and sales
#5: Gets 4% of traffic and sales
Vertical Search
Search Engine Optimization - SEO12/04/2023 | page. 7
17% search engine users click Videos
31% of search engine users click Images
36% of search engine users click News
Local Search Results
Search Engine Optimization - SEO12/04/2023 | page. 8
Probably doesn’t get traffic like most
“#1” results
Completely different ranking algorithm
than standard search results
Different Types of Search Results
• Image results• Video results• News & Blog results• Shopping results• Instant answers results
Search Engine Optimization - SEO12/04/2023 | page. 9
How Search Engines Work?
Search Engine Optimization - SEO12/04/2023 | page. 10
Crawling & Indexing
Search Engine Optimization - SEO12/04/2023 | page. 11
Without links, the engines might never
find this page
Page Rank
Search Engine Optimization - SEO12/04/2023 | page. 12
PageRank is Split Evenly Between the Links on a Page
Search Engine Optimization - SEO12/04/2023 | page. 13
PageRank is an Iterative Algorithm
Search Engine Optimization - SEO12/04/2023 | page. 14
Nofollowing or Removing Links Can Alter the Flow of PageRank
Search Engine Optimization - SEO12/04/2023 | page. 15
The concept of TrustRank
Search Engine Optimization - SEO12/04/2023 | page. 16
Building Accessible Sites
Search Engine Optimization - SEO12/04/2023 | page. 17
Crawlability / Link Architecture
Search Engine Optimization - SEO12/04/2023 | page. 18
Requirements
• Content duplication!• Duplicate Titles & Meta Descriptions!• URL structure:
– http://www.sony.be/lang/nl/hub/handycam-camcorders
Search Engine Optimization - SEO12/04/2023 | page. 19
Single domain
Shallow folder structurewith relevant words
Keywords in page name,separated by hyphen
Language
Search UN-Friendly URLs
• http://Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
Search Engine Optimization - SEO12/04/2023 | page. 20
UnnecessarySubdomain Dynamic URLs don’t perform as
well as static and engines recommend against more than
two parameters
No keywords in the URL string
Search Engine Optimization - SEO12/04/2023 | page. 21
Search Engine Optimization - SEO12/04/2023 | page. 22
Search Engine Optimization - SEO12/04/2023 | page. 23
Google SEO
Search Engine Optimization - SEO12/04/2023 | page. 24
Search Building Strategies
Search Engine Optimization - SEO12/04/2023 | page. 25
In Practice
• Tools (Demo)!– Predict the Effort Required to Rank Well.– Choose the “Best” Words/Phrases to Target.– Keywords!
• Search Engine Guidelines (Demo)!– AdWords Tools.
Search Engine Optimization - SEO12/04/2023 | page. 26
Salespeople & Customers
• Campaign Data• Add Keyword
Search Engine Optimization - SEO12/04/2023 | page. 27
Strategic Tips for SEO
• Know Today’s Customers.– Know Your Future Customers.
• Create the Content Both Desire.– Making Content Easy to Share.
• Measure, Optimize & Improve.– Tools for Quick Analysis.
Search Engine Optimization - SEO12/04/2023 | page. 28
Strategic Tips for SEO
Search Engine Optimization - SEO12/04/2023 | page. 29
Demo!
Search Engine Optimization - SEO12/04/2023 | page. 30
Project
Search Engine Optimization - SEO12/04/2023 | page. 31
Task 1
Search Engine Optimization - SEO12/04/2023 | page. 32
Task 2
Search Engine Optimization - SEO12/04/2023 | page. 33
Gift for 2 Best Proposals
Search Engine Optimization - SEO12/04/2023 | page. 34
Thank You All!
Search Engine Optimization - SEO12/04/2023 | page. 35
Click to edit Master title style
References
• http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded
• http://www.slideshare.net/randfish/introduction-to-seo-5003433
• Rand Fishkin
Search Engine Optimization - SEO12/04/2023 | page. 37
