WHAT IS SEARCH ENGINE OPTIMIZATION (SEO) Search Engine
Optimization (SEO) is the process of setting up your web site so
that it ranks well for particular keywords within the organic
search results of major search engines such as Google, Yahoo and
Bing.
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WHY WE NEED SEO? In order for users to find your web site It
needs to be more than just a great web site Web sites need to be
search engine friendly Help search engines with spidering and
indexing Help match queries with web site content Search engines do
not generate popularity but promote links to an already popular web
site, so SEOs need to work on making your web site popular through
marketing.
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THE LAYOUT OF A SEARCH RESULTS PAGE
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HOW SEARCH ENGINES WORK Crawling Building an Index Calculating
Relevancy and Importance Ranking
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WHAT SEARCH ENGINES ARE ABLE TO SEE ON A WEB PAGE
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WHAT SEARCH ENGINES ARE NOT ABLE TO SEE ON A WEB PAGE Images
Flash files Audio and Video files AJAX and Java applets iFrames Web
pages only accessible after a form nofollow attribute of a
link
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SEO SKILL SETS HTML writing Knowledge of CSS Data analysis
Graphic design Server administration Copywriting Link building
Blogging Social media
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MAIN SEO TACTICS Keyword Generation SEO for each web page Web
site structure (basic and advance) Content creation Create
communities Build Links Google Webmasters Tools and Analytics
Social Media Optimization Pay-per-Click Campaigns Measuring
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KEYWORDS Unique keywords Each page optimized for 1 or 2
essential keywords Keyword placement in the title, meta keywords
and meta description tags as well as text of the page Keyword
generation tools: Keyword Discovery, Wordtracker, Rapid Keyword,
Term Extractor, (all paid services) and Googles Keyword Suggestion
Tool Continuous keyword research
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SEO FOR EACH PAGE
Slide 12 http://www.example.com/foo.html
http://example.com/image.jpg http://www.example.com/video123.flv
http://www.example.com/videoplayer.swf?video=123
http://www.example.com/thumbs/123.jpg Grilling steaks for summer
Get perfectly done steaks every time">
WEB SITE STRUCTURE http://www.example.com/foo.html
http://example.com/image.jpg http://www.example.com/video123.flv
http://www.example.com/videoplayer.swf?video=123
http://www.example.com/thumbs/123.jpg Grilling steaks for summer
Get perfectly done steaks every time
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WEB SITE STRUCTURE Advanced techniques Friendly URLS
http://www.example.com/green-dress.html not
http://www.example.com/index.php?id_sezione=360&sid=3a5ebc944f41daa6f849f730
f1
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CONTENT CREATION Unique, well-written content Use keywords at
least 3 times within text content Latent Semantic Indexing Each
unique piece of content has its own URL User generated content to
keep content fresh Any text in an image needs appear in text as
well
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CREATE COMMUNITIES Blog or forum Establishes you as an
authority or expert others will link back to your site Promotes
interaction and activity on the site When syndicating with RSS
feeds be sure use absolute links, so all referrals come back to
your site
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BUILD LINKS TO YOUR SITE Search engines prefer quality links:
Links from local or topic-specific popular web sites Links from
global popular sites who are trusted sources The use of keywords as
anchor text links Methods to recruit links: Directory listings
Business or partnership badges Company blog Build content that can
be shared through citation-based licensing ageement Link Broker or
pay-per-post network Participate in other blogs or forums with
links back to content on your site Press releases through
PRWeb
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SEARCH ENGINE TOOLS Google webmasters tools Geographical Target
Google Image labeler Web Crawl Mobile Crawl Content Analysis Google
Analytics Top search queries Top keywords that are sending you
traffic Goal tracking of target keywords Identify where traffic is
dropping off
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SOCIAL MEDIA OPTIMIZATION (SMO) Participating on various social
media web sites to generate traffic, buzz and links back to your
site.
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PAY-PER-CLICK (PPC) CAMPAIGNS
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MEASURING & TRACKING SUCCESS Referring visits from users
Direct Navigation Referral Traffic Search Engine Compare
performance Terms and phrases that generate traffic Learn depth of
search engine indexing
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ITERATIVE PROCESS
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STAYING UP TO DATE WITH SEO PRACTICES Blogs:
SearchEngineLand.com, Seroundtable.com, SEOmoz.com Websites:
DMNews.com, ClickZ.com, WebProNews.com Industry conferences: Search
Engine Strategies, Search Marketing Expo, WedMaster World, SEOmozs
SEO Training Seminars
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RESOURCES SEOmoz. (March 14, 2011). The Beginners Guide to SEO.
Retrieved from http://www.seomoz.org/beginners-guide-to-seo
Kristopher B. Jones (2010). Search Engine Optimization: Your visual
blueprint for effective Internet marketing, Indianapolis, IN: Wiley
Publishing. Enge, E., Spencer, S., Fishkin, R., Stricchiola, J.C,
(2010). The Art of SEO: Marketing Search Engine Optimization.
Sebastopol, CA: OReilly Media.