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Topics in Technology and Marketing Pull Marketing: Search Engine Optimization

Topics in Technology and Marketing Pull Marketing: Search Engine Optimization. SEO (Search Engine Optimization). SEO seeks to maximize: Search engine visibility Web traffic resulting from searches. Website Traffic.

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Topics in Technology and Marketing Pull Marketing: Search Engine Optimization

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  1. Topics in Technology and Marketing Pull Marketing: Search Engine Optimization

  2. SEO (Search Engine Optimization) SEO seeks to maximize: Search engine visibility Web traffic resulting from searches

  3. Website Traffic Traffic - click-through (CTR) - is directly correlated to search results ranking Importance of being listed on Page 1 of a Google search return Page 1 – CTR ~ 95% Page 3+ equals commercial invisibility Importance of being listed #1 on Page 1 of a Google search return Page 1/#1 – CTR ~ 34% Page 1/#2 – CTR ~ 17% (~ 1/2 drop) Page 1/#3 – CTR ~ 11% (~ 1/3 drop) Page 2/#1 – CTR ~ 1% http://www.free-seo-news.com/newsletter423.htm http://www.seomad.com/SEOBlog/google-organic-click-through-rate-ctr.html http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htm

  4. Website Ranking Ranking is proportional to Google's assessment of BOTH: The degree to which the content matches the intent of the query The authority of the content http://www.seomoz.org/article/search-ranking-factors

  5. Essential Strategies Three essential strategies Identify keyword phrases that prospects are using On-Page SEO - maximize the website's “match” to keyword phrases Off-Page SEO - maximize the website's authority Ensure compliance with best practices Establish business “credibility” Increase number of backlinks

  6. Keyword Matching Maximize the website's “match” to keyword phrases It's (mostly) all about content Useful, valuable information Lots of it Frequently refreshed and added to Relating to the subject of the targeted keyword phrases Containing specific references to targeted keyword phrases

  7. Don’t Make Google Think Make it easy on Google Keywords in URL YES: www.example.com/vintage-Fender-guitars-in-Austin.html NO: www.example.com/about_us.html Keywords in <title> tags YES: <title>vintage Fender guitars in Austin</title> NO: <title>About Us</title> Keywords in headlines YES: <h1>Where to find vintage Fender guitars in Austin</h1> NO: <h1>About Us</h1>

  8. Maximize Authority Ensure compliance with best practices – dodgy businesses have dodgy websites Website registered with Google Webmaster Tools sitemap.xml file present in root directory e.g. www.example.com/sitemap.xml robots.txt file present in root directory e.g. www.example.com/robots.txt No HTML/CSS errors No broken links No 404 – Page Not Found errors http://www.xml-sitemaps.com http://www.mcanerin.com/EN/search-engine/robots-txt.asp

  9. Maximize Authority All hyperlinks <a> and image <img> tags have keyworded title attributes e.g. Where to find <a href=”http://www.youtube.com/watch?v=Vj9LzLLgNXU” title=”vintage Fender guitars”>vintage Fender guitars</a> in Austin Where to find vintage Fender guitars in Austin All image <img> tags have keyworded alt attributes e.g. <imgsrc=”http://www.guitarphotographer.com/Fender%20Stratocaster%20Photos/1963-stratocaster-sunburst-fp.jpg” alt=”vintage Fender guitar” />

  10. Maximize Credibility Establish business “credibility” Listings in local directories Listings in industry directories Listing in Google Places, Yahoo! Local, etc.

  11. Growing Backlinks Common strategy for growing backlinks Build a network of Social Media/blog accounts e.g. Facebook, Twitter, Wordpress, Blogger, LinkedIn, etc. Create keyword-rich posts with backlinks and publish to network Google finds posts and backlinks, and determines a high degree of relevancy between the two. http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf

  12. What It All Means A highly visible website will deliver streams of potential customers – for free An invisible website means that a business must invest ($$$) in advertising to generate leads in other ways SEO is primarily about content, not technical tricks Good content results in good SEO Yet – who typically does SEO? Techies... Good content is written to address the specific concerns of prospects Concerns expressed through Google searches using keyword phrases http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf

  13. What It All Means SEO is a process, not a destination It never ends – your website is never complete Yet – many businesses treat their website like a digital office sign Once complete, no need to think about it for a long time http://www.seoinpractice.com/first-practical-seo-guide.html http://optimizer.builtwith.com/home.aspx

  14. Questions?

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