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A Crash Course in SEO

A Crash Course in SEO. updated 9/8/11. Course Objectives. How Search Engines Work Understanding SERPs & Influence On-Page SEO & Tactics Off-Page SEO & Strategies The Power of Online PR. How Search Engines Work. Hi, I’m a “Search Engine Spider “ (actually just a robot).

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A Crash Course in SEO

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  1. A Crash Course in SEO updated 9/8/11

  2. Course Objectives • How Search Engines Work • Understanding SERPs & Influence • On-Page SEO & Tactics • Off-Page SEO & Strategies • The Power of Online PR

  3. How Search Engines Work Hi, I’m a “Search Engine Spider “(actually just a robot) Someone Else’s Web Page Who do you link to? Your Web Page Other pages on your site ? SE Database New, unique content! I’ll cache the “important” stuff for my SERPs

  4. How Search Engines Work (later) Hi, let me take a look ata few of your pages and seeif they’re different than mycache… Someone Else’s Web Page Your Web Page Other pages on your site SE Database Looks pretty much the same. I’m annoyed. I’ll come back some other time—maybe.

  5. How Search Engines Work (even later) Hi, let me take a look ata few of your pages and seeif they’re different than mycache… New pages on your site Who do you link to? Your Web Page Other pages on your site ? SE Database Some of this is different! I’d better re-index the whole site.

  6. Understanding SERPs • SERPs = “Search Engine Results Page(s) • Most search engines work the same, but testing is critical • Remember, searches only the Cache

  7. Search Query “Organic” Results (Free) Pay-Per-Click Ads (Sponsored)

  8. Link from TITLE tag “Snippet” from META DESCRIPTION Tag

  9. Link from TITLE tag “Snippet” from META DESCRIPTION Tag The TITLE tag Used to populate the META DESCRIPTION Tag

  10. Influencing the SERPs • TITLE Tags Influence the SERP Link • META Description Tags Influence the SERP “Snippet” • The URL is also important • You’ll notice keywords are bolded in SERPs • What is at the top VS the bottom of the SERP is based on the “Relevancy” to the search query and a few other factors…

  11. On-Page SEO • “On-Page SEO” Refers to everything we can do on the actual page (in the code) to influence search engines, their spiders and the SERPs • TITLE/META Tags • W3C Validation (Up to Code) • Content-to-Markup (code) ratios • Keywords and Keyword Density (how often used) • Above/Below the Scroll • And many, many more…

  12. Off-Page SEO • “Off-Page SEO” Refers to everything NOT part of the code/page itself—but there are ways to still influence, like: • Who do you link to? • Who links to you? • How old is your domain? (when does it expire?) • How many other sites use that keyword (a lot)? • And many, many more…

  13. JDM’s Site JDM client portal Links to the rest of JDM JDM on Twitter press release mentioning JDM JDM in someone’s directory

  14. Off-Page SEO Strategies • Lots of other links push your competition to the next page • Pay-Per-Click Ads can help when you’re not at the top • Submit the site to various (related) directories • Make sure you have a listing on Google Places (and other location-specific sites)

  15. Location-based query Our Listing Reviews, Photos, URL, Phone

  16. The Power of Online Press Releases Press Release with Link to your site Release on News Site Release on News Site Your Site Release on News Site Release on News Site

  17. Search Engines see all this and assume that you’ve got something interestingto say on the topic/keyword. The Power of Online Press Releases Release on News Site Release on News Site Your Site Release on News Site Release on News Site

  18. Final Thoughts • Don’t Cheat the System(like cheating on your taxes…) • New, Unique Content is Great! • Duplicate Content upsets Spiders • Recency helps a lot • All SEO is more art than science • There are no guarantees

  19. Sample SEO Proposal • Strategic SEO • What are our goals/objectives? • What tactics should/can we employ? • On-Page SEO • Off-Page SEO • Reporting • Optimization Status • Performance Analysis • Improvement Recommendations

  20. Sample SEO Proposal • Engagement Structure (Phased) • Strategic SEO • On-Page SEO • Off-Page SEO • Reporting

  21. Next Steps & The Process • Proposal & SOW Approved (deposit made) • Discovery (FTP and Google Analytics access) • Benchmark Analysis (where are we now) • Strategic Planning and Approval • On-Page SEO Execution • Off-Page SEO Execution • Post-SEO Report(s) • Review Post-SEO Recommendations

  22. Thanks for Your Time!

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