Date post: | 19-Jul-2015 |
Category: |
Health & Medicine |
Upload: | mikhail-bell |
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A Brief History• Approaching 3.5 billion
Internet users
• SEO and social media
• ICANN and Top Level
Domains (TLDs)o .Com (old)
o .Android (new)
o .College (new)
o .YouTube (new)
SEO“Search engine optimization (SEO) is a methodology
of strategies, techniques and tactics used to increase
the amount of visitors to a website by obtaining a
high-ranking placement in search results page of a
search engine (SERP).”
Source: Webopedia
The Anatomy of SEO• Relevance
o Images, video and text on the
site
o Are you in the search results?
o Are you positioned for close
but imperfect searches?
• Popularityo By positioning (bidding) or
scarcity (few people using
term)
• Goal: increase ranking
for “specific keywords
and phrases”
Search term
CrawlersIndexed
pagesSearch results
Repeat
Factors (Google)• Site and page quality
• Page activityo Site traffic
o Frequency of publication
• User context (Pigeon –July 2014)
• Overall search trends and behavior
• Domain length and age
• Titles with keywords
• Duplicate content
• Top paragraph keyword mentions
• Exact Match Domain (EMD)
Writing for Websites• Clear titles and definitions
• Link to credible, well-trafficked sources multiple
times
• Properly tag images and embedded video
• Write for the user first
• Include breaks in text
• Always use new copy for new pages
• Make it local
Examples• Causes of death (Search result)
• Health Affairs (Search result)
• Mashable (Article breaks)
• Jim Croce (Video in search)
• Kathy Greenlee (Image tags)
• Jimmy John’s (Localized results)
Writing Effective CopySample Titles 5 Points
• “How to…”
• “Why Do Physicians…?”
• “What [insert topic]
Means for [group]
1. Avoid punctuation
2. Title
3. Body
4. Images
5. Video
Paid vs. Organic SearchStats
• 90% of users do not look
beyond the 3rd page
• 87% of search traffic is
organic
• Perception: 36%
believe top sites are
best brands
• Users change terms,
not search frustration
Paid vs. Organic SearchPaid
• Pay-per-click ads (SEM)
• Multivariate analysis
• A/B testing
• More control over clicks
through to website
• Google AdWords
• Google AdSense
Paid vs. Organic SearchOrganic
• Inbound traffic
• Strong keywords
• Link authority
• 80-90% of all page
clicks
Tips1. Build your network before you need it
2. Listen to your community, use data to decide
3. Bring allies into your strategy by sharing regularly