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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.
Agenda
• The Search Landscape• How Search Engines Work• Building Accessible Sites• Search - Building Strategies• Demo• Project
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The Search Landscape
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SEO Definition
• It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.
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Organic vs. Paid Search
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Organic
Paid
Click-Through Rates
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#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
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17% search engine users click Videos
31% of search engine users click Images
36% of search engine users click News
Local Search Results
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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
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How Search Engines Work?
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Crawling & Indexing
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Without links, the engines might never
find this page
Page Rank
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PageRank is Split Evenly Between the Links on a Page
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PageRank is an Iterative Algorithm
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Nofollowing or Removing Links Can Alter the Flow of PageRank
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The concept of TrustRank
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Building Accessible Sites
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Crawlability / Link Architecture
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Requirements
• Content duplication!• Duplicate Titles & Meta Descriptions!• URL structure:
– http://www.sony.be/lang/nl/hub/handycam-camcorders
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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
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UnnecessarySubdomain Dynamic URLs don’t perform as
well as static and engines recommend against more than
two parameters
No keywords in the URL string
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Google SEO
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Search Building Strategies
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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.
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Salespeople & Customers
• Campaign Data• Add Keyword
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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.
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Strategic Tips for SEO
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Demo!
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Project
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Task 1
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Task 2
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Gift for 2 Best Proposals
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Thank You All!
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References
• http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded
• http://www.slideshare.net/randfish/introduction-to-seo-5003433
• Rand Fishkin
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