Tune Up Your Site for Search Engines provides a detailed survey of the best search engine optimization techniques a website owner can use to improve their search rankings.
9. Smarter websites and online marketing20+ years advertising and marketing Interactive director Creative director Writer Led the design and development of more than 50 websites
10. Tune Up Your Sitefor Search Engines Today’s agenda
12. What is SEO? AKA Search Engine Optimization, Search Optimization Improvements to your website – and related to your website – that improve your site’s ranking in search engines
13.
14.
15.
16.
17.
18. Why Does SEO Matter? When someone does a search, they have communicated that they are interested, motivated, and engaged
19. Why Does SEO Matter? 60% of consumers use the Internet as their first-line tool to search for local businesses Source: comScore 2007 Search Report
20. Why Does SEO Matter? 60% of those searchers go on to make a purchase Source: comScore 2007 Search Report
22. SEO vs PPC SEO or Search Engine Optimization helps you with your organic or natural search rankings PPC, Pay Per Click, or Paid Search is not affected by what you do with SEO
23.
24.
25.
26.
27. Top 10 Rank is Critical Source: http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htm
28. What is Google’s Purpose? To deliver useful, relevant results to their searchers
29. What determines your rank? It’s all about relevant results for searchers On-site factors, such as Page title Text Headings Off-site factors, especially In-bound links
31. Optimizing is a 5-Step Process Keyword research Site updates Submit to search engines and directories Build links Measure and adjust
32. Step 1: Keyword Research Keyword – A word or series of words that a search engine user types into the search box
33. Step 1: Keyword Research Generate a seed list Ask your customers Ask your front-line employees Look at analytics or server logs Use tools to expand your list Evaluate and rank your keywords by High search volume High relevance Low competition
34. Sample Seed List Bike Bicycle Mountain bike Hardtail Full suspension Cannondale Trek Yeti Gary Fisher Flagstaff Arizona Reviews Ratings
35. Evaluate Search Volume Get search volume estimates Google Keyword Tool adwords.google.com/select/KeywordToolExternal Wordtracker freekeywords.wordtracker.com Keyword Discovery www.keyworddiscovery.com/search.html
38. Evaluate Relevance The more precise the search, the closer they are to buying: Bicycles Mountain bikes Mountain bike reviews Cannondale mountain bike Cannondale hardtail Cannondale F3 Caffeine Cannondale F3 Caffeine Phoenix
41. Select Your Keywords Start with a manageable number – 10-20 – these are your Target Keywords Match the Target Keywords to relevant pages of your site One keyword per page
42. Step 2: Optimize Your Site Focus on content Fix the major problems Get help with the tougher things
43. Content – Visible Domain name Page title URL Headings – H1, H2, H3 Text Internal links
56. Step 3: Submit Your Site Search Engines Google Bing Directories Yahoo Open Directory (dmoz.org) JoeAnt Business.com
57. Step 4: Link Building Blogs Forums Press Releases Don’t buy links Don’t bother with link exchanges Most social media sites use “nofollow” tags so they don’t help your site get better ranking
58.
59. Step 5: Measure Google Analytics Referrers Search terms Authority Labs Position monitoring
60.
61. Adjust Getting to the top takes time SEO never stops Give it a few months to see results Adjust and refine regularly based on what you measure
63. Questions? Comments? Ed Tankersley EightTrails.com ed@eighttrails.com @EightTrails 602-361-2001
Notes de l'éditeur
Make sure signup sheet is circulating.
Makesure signup sheet is circulating.
Makesure signup sheet is circulating.
Makesure signup sheet is circulating.
Agenda:Overview of what search engine optimization is and why it’s importantKey factors that influence rankingHow you can optimize your website for those factors
Be here by 11:40
SEO is a branch of Search Engine Marketing (change slide)
SEM has two branches (change)
We’re not going to talk about PPC today, as our focus is SEO. SEO also has two main components (change)
On-site optimization and off-site optimization, which each can be further broken down (change)
That’s a lot of material, but I wanted to give you a sense of the big picture. Now, let’s crop the picture a bit (change)
Today, we’re only talking about SEO, and we’re going to focus on the things you can do on your own website – the on-site optimization – to improve your search ranking. I will cover a bit about off-site optimization at the end, though. (change)
Let’s look at the difference between natural or organic search results – which we can affect with search engine optimization -- and pay per click, which we can’t. (change)
BE HERE BY 12:00
BE HERE BY 8:40
See how my eyes are looking straight down at the page heading?