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Understanding SEO: Importance, Functionality, and Best Practices

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brady-logan
18 diapositives · 318 Views · Nov 13, 2014

This presentation aims to demystify Search Engine Optimization (SEO) by explaining what it is, how it functions, and why it should be integral to every web project. We will define SEO, explore its workings with real-world examples, and highlight the significant growth of organic search. Key topics include site indexation, content optimization, and link building, which are essential for improving website visibility to search engines. Understanding and implementing SEO strategies is crucial for maximizing online presence and attracting relevant traffic.

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  1. seo 101 • The goal of this presentation is to understand SEO: • what “SEO” is • how it works • why SEO should be part of every web project • We will: • define “SEO” • show how SEO works, including examples

  2. what is SEO? • Search engine optimization is the process of improving the volume or quality of visits from search engines to a website. • It’s also called: • “Organic Search” • “Natural Search” • A search engine is a tool that finds information on the Web based on a specific search query. • The most popular search engines are: • Google • Yahoo • bing Source: comScore & Compete.com

  3. organic search results on the SERP

  4. organic search results on the SERP

  5. 18 billion searches per month whoa!

  6. organic search growth = 20% Web search continues to grow. • The total number of search queries grew 20% in the U.S. from March 2010 to March 2011. • The number of people searching the Web grew 7% in the U.S. year-over-year. See also A Quick & Easy SEO Metric: Search Query Growth.

  7. SiteIndexation Content Optimization Link Building Making the site clearly visible to search engines is crucial to getting web pages indexed CODE To get indexed accurately, web pages needs to be optimized for the right keywords CONTENT Links help the search engines find web pages & determine their “importance” CONNECTION how it works:the 3 pillars of SEO Source: Stephen Spencer, netConcepts

  8. “site indexation” means… • Don’t blockthe bot.

  9. site indexationexample • The search engine bot spends a fixed amount of time crawling any website. • Compare this URL, which is long and contains uselesskeywords: • 1. https://www.companyname.com/randomletters/product/product_228.jhtml • …to this one: • 2. https://www.companyname.com/product/ • URL 1 a lot more characters than URL 2. Multiply that over the total number of URLs on your website. • That extra crawl time could be used to crawl real, useful content on your website. • This is a very small example. How much other non-essential content is embedded inside, behind, all over your website?

  10. “content optimization” means… • Use words your users use.

  11. content optimization example:an easy tool to find good keywords

  12. content optimization example: more easy tools to find keywords • Useful FREE tools: • Google Insights for Searchhttp://www.google.com/insights/search/# • Google Trendshttp://www.google.com/trends • Google Adwords Keyword Research Toolhttps://adwords.google.com/select/KeywordToolExternal • Google Wonder Wheel or Google Related SearchesGo to Google, click “Show Options” then choose from the left You don’t need the URLs for these; just Google them!

  13. “link building” means… • Get them there.

  14. link buildingexample • Contextual linking means linking within the body copy of the web page (“within context”). • Linking to the HMO plans page1 would give that page more authority with search engines. • 1https://www.blueshieldca.com/bsc/findaplan/ifp/look/accesshmo.jhtml https://www.blueshieldca.com/bsc/findaplan/ifp/learn/

  15. A rising tide would lift all of the boats in this Thai floating market. a rising tide lifts all boats… • Search engines see a domain • not a… • department • business unit Good SEO helps everyone & Weak SEO hurts everyone

  16. web best practices

  17. the least you need to knowSEO is… • …an arms race • Your competition ontheweb is likely to change. • Search engine algorithms change less frequently. Good practices mitigate possible negative effects. • …almost always achieved in inches, not miles • Don’t expect to see huge jumps in quantity or quality of organic search visits with one change. • …baked into the website, not spread on top • Good SEO begins at the planning stages. • Organic Search traffic is valuable, so SEO should be part of every web project.

  18. questions or comments? • Contact me • with any questions • http://TracyRabold.com • or • tracyrabold@gmail.com