Search Engine Optimization (SEO) is a set of techniques by which you can move your website above other sites on non-paid listings across Search Engines.
The objective is to improve visibility of your website and thereby translating in to more queries and building core clients
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1. The Search Engine
2. Search Engine Results
3. The SEO Strategy
4. The SEO Stages
5. Keyword Research
6. Developing an SEO-friendly website
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7. All about the links
› a) Link building
› b) Factors that influence link value
› c)Types of link building
› d)Social networking for links
8. Optimizing for vertical search
9. Measuring results
13. Organization
Target Market
Website Structure
Current Site Content
Competitive landscape **Note: Every
product/service
has its own SEO
strategy!
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Technology choices
Market segmentation
Linking Websites
Content resources
Auditing the site
Assessing historical progress
Monitoring the statistics
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Think of 1-3 words that describe the
service
Think of synonyms
Review existing site
For further reading – page 137
19. - Site accessible
- Design
- Think of the user experience
- Keywords – use in titles, headings &
content
- Protect Website From 404 Errors
This eventually improves search rankings!
21. One way Two way linking
linking (exchange)
BV Partner BV Partner
ABC linking (3 way
linking) Internal
linking:
BV
Partner BV
Web A BV
blog
Partner
Web B
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The more
subpages of
BV Partner partner’s website
PR2 PR 4 link to you, the
higher passable
PR
Partner linking to
many website – SP
lower passable PR
SP BV Partner
PR2 PR 4
BV PR can be
SP
PR2 passed internally
– ex. to subpages SP
SP
http://www.prchecker.info/check_page_rank.php
23. 1. Anchor text, ex. Automotive industry; B2B
networking site; pay attention to keywords;
2. Relevance – content of linking page matters;
3. Authority of the website – higher passable PR;
4. Trust – pages easy/difficult to infiltrate by
scammers
5. Source independence – internal linking
matters less;
6. Linking domains – 100 links from one domain <
10 domains linking to you
7. Source diversity (social network, blogs,
directories)
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Exchange links,
Marketing exchange,
Direct link request, if you have:
Valuable content,
Something of emotional value for the owner of other
website,
Business relationships
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use of content;
Blogging,
Directories,
Direct link request – the higher value of
the website you want to get a link from,
the more personalized way of contact
you should use.
27. Wikipedia – exposure on authority site
Youtube – 2nd biggest search engine
Facebook,
Twitter
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Your own blog:
Domain, meta tags, CONTENT,
Cloud tags, newest & related blogs,
Use no follow when you don’t have
a trust for specific link.
Blogs of others – comments, anchors
TrackBacking
http://www.movabletype.org/documentation/trackback/begin
ners/
30. • Vertical search engines focus on specific
niches of web content,
• Try to be visible not only in the basic Google
browser,
• Google images – 10% of total number of
searches (name your sources),
• Google maps! Remember about local visibility
(.en, .pl)
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Tools used for measuring results:
› Google Analytics,
› Yahoo Analytics,
› Omniture,
› Core Metrics
What you can check there?
› Traffic in general, traffic for keywords and search
engine, long tail phrases
› Mistakes: to small sample size, biased data, not
recognising when you have enough data.
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Sales revenue – conversions to paid
users,
Number of new users registered,
Newsletter subsciptions,
Downloads,
Contact forms,
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„Rambling about SEO”
„SEOMozBlog”
„Google Webmaster Central Blog”
„Bing’s WebLog”
„Yahoo! Search Blog”
„Cre8pc”
Conclusion from the book: never stop
learning about SEO