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
Recommended
