Search Engine Optimization (SEO) 101

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DESCRIPTION - This presentation gives an overview of SEO fundamentals. You'll learn the definition of SEO, crucial factors in SEO, and where to start your SEO project.

Text of Search Engine Optimization (SEO) 101

  • Search Engine Optimization 101 Eric Layland - Point It January 21, 2009
  • About Point It Presentation Agenda Launched in April 2002 Seattles largest independent search marketing firm 12 team members, 40+ yrs of SEM experience Servicing clients across all verticals and revenue models
  • Agenda Presentation Agenda Search Engine Marketing An Introduction to SEO Crucial Factors in SEO Where to Start your SEO Project Selected Resources Q&A
  • Elements of Search Marketing Presentation Agenda Search Engine Optimization (SEO) Pay Per Click Advertising (PPC) Social Media Marketing (SMM) Online Reputation Management (ORM) Measurement & Analytics
  • What Does it All Mean?Presentation Agenda ANALYTICSORM
  • Presentationa SERP*Anatomy of Agenda *SERP: Search Engine Results Page
  • Organic Listings AgendaAds Presentation & Paid
  • How Does SEO Work?Presentation Agenda
  • Vital ConsiderationsPresentation Agenda THIS STUFF (e.g. Your Website)
  • On Page Factors Presentation Agenda Keyword Targeting Page Title Tags Meta Description Tags Improve URL Structure Site Navigation/Architecture
  • Keyword Research Presentation Agenda1. Brainstorm Ask customers & co-workers Visit high ranking competitors2. Take your Marketer hat off Problem your company solves Describe the situation & solution3. Are analytics are available? Review site logs, if not Google Analytics (free) & collect data
  • KW Research Phase 2 Presentation AgendaHelp is Available! Useful low cost tools Tools to Help Google Keyword Tool free WordTracker small fee, KEI index small fee, multiple SEO tools Live Search (MSN) multiple free keyword research tools helpful for competitive & PPC data Trellian a limited free service or subscription options WebCEO multiple features, free & pay versions
  • KW Research - Now What? Presentation Agenda Organize your list Narrow your list. Review several times. Think hard about your ideal visitor Use a variety of filters to refine your list KEI values for relative competitiveness Weed out terms that are too broad, off target, etc. Test terms in a pay per click campaign Zero in on 15-25 keyword phrases that are most relevant. Ongoing process. Evolves with time & learnings
  • Page Title Tags Presentation Agenda Meta Data = Data About Data Page Title Tag Summarizes the pages content Appears as the headline in search results From page HTML Keyword Rich w/call to action or brand Best Practices Create a unique descriptive title for every page Include a keyword or two, no more Avoid vague titles (i.e. Home Page, Products) Recommended 50-60 characters
  • Meta Description Tag Presentation Agenda Meta Page Description Summarizes the page with opportunity for more detail Appears as text below Hyper Linked Title Tag on SERP Support the headline & work in 1-3 keywords Google may supply a description for you Best Practices Craft unique descriptions for every page Support concepts in the Page Title Influence using HTML Recommended 150 -170 characters DO NOT use keywords excessively
  • Meta Page Descriptions Presentation Agenda
  • Example Titles & Agenda Presentation Descriptions antivirus software handcrafted belt buckles
  • Improve URL Agenda Presentation StructureURL Structure Tips Avoid using unintelligible tracking strings URLs Example from HP. Search query: high end servers Preferred: Work relevant keywords into directory names Links to your site may be taken from URLs. Improves link anchor text Better for users and search engines Keywords in URLs are highlighted on SERPs
  • Improving Site Navigation Presentation Agenda Include a site map HTML page on site for user navigation Less needed for engines but helpful Create an XML Sitemap for engines Eases an engines crawling of your site Submit to each engine: Organize site content in a hierarchy Use text for navigation Engines dont like Flash/Java heavy navigation Include a breadcrumb navigation option Acme Products Widgets Industrial Strength Widgets Keyword rich internal links to assist navigation
  • Off Page Essentials Presentation Agenda Link Building & Baiting High Value Content Distribution Search Engine/Directory Submissions
  • Link Building Presentation AgendaLink Building is Acquiring in-bound link from reputable sites relevant to your target audience Strategies & tactics which entice others to link to your siteWhy is Linking Important? Engines like links. Links drive traffic. Links improve visibility. Engines puts heavy emphasis on quality of inbound linksCreate & Distribute Quality ContentPursue High Value Link Partners as Biz Dev
  • Link Building Presentation AgendaSources of good links Look for sites with long established URLs Sites who have credible link networks Sites are related to your sites content and audience .gov, .mil, .edu high value & seen as unbiased Vendors and partners1,000 links for $29.95 ! If you see these offers.RUN! If youve done thisfind the links and ask them to be removed
  • Content Distribution Presentation Agenda Widgets that cater to your audience Mini-applications delivering value Includes a link back or directs traffic to your site Press Releases with SEO in mind Submit to news organizations Associations, vertical directories, etc. Leverage RSS to distribute relevant articles (product/corp news, promotions, events, new resources, etc.)
  • Engine/Directory Submissions Presentation Agenda The Open Directory Project Yahoo! Directory - $299/year Others not all appropriate for every site - $299/year Best of the Web - $249 one time or $99/year StartingPoint ( - $99/year free Industry Vertical Directories
  • Starting Your SEO Project Presentation Agenda Options Exist OR Its your choice.
  • Launching Your SEO Project Presentation Agenda Align the Team: Marketing, Dev & IT Outline Goals and Objectives Keyword Research Evaluate Current Sites Content, Navigation & Structure Install Website Analytics Review Recent Traffic Patterns Link Opportunity Research Baseline, Benchmark & GO!
  • Presentation Timeline SEO Project AgendaActivity Month 1 Month 2 Month 3 Month 4 Month 5 Month 6Project Scoping XResearch & Planning XSite Content Review XSite Technical Review XOptimizationRecommendations X XImplementation ProjectManagement X XLink Building Strategy X XReporting Systems XMonthly Monitoring X X X X
  • Beyond SEO 101 Presentation AgendaContent Analysis BenchmarkingH1 Tags PageRankRedirects Keyword peformanceURL Structure Inbound linking analysisKeyword & Phrase Use Search engine saturationUser Site Map Social MediaSite Configuration Files Where to find resources Best practicesImage Optimization Tracking activityVideo Optimization Emerging issuesPDF Optimization
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