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SEO Training

SEO Training . The Nonprofit Leadership Center of Tampa Bay. Prepared by Vistra Communications. Examples of popular Search Engines. 2. What is SEO ( Search Engine Optimization )?. The process of improving web pages so they rank higher in search engines for your targeted keywords. .

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SEO Training

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  1. SEO Training The Nonprofit Leadership Center of Tampa Bay Prepared by Vistra Communications

  2. Examples of popular Search Engines 2

  3. What is SEO ( Search Engine Optimization )? • The process of improving web pages so they rank higher in search engines for your targeted keywords. Internal Link Structure Link Popularity / Relevance Key Factors Crawlability / Optimized Code Content Relevance

  4. What is SEO ( Search Engine Optimization )? (Cont’d) • Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms. • Refers to the “industry” that has been created regarding using keyword searching a a means of increasing relevant traffic to a website 4

  5. Must Know Lingo… 5

  6. The Flow of PageRank PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at more than the sheer volume of votes, or links a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important". (Support Button?) 6

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  8. WhatDo Search Engines See? 8

  9. How Do Search Engines Work? • Spider “crawls” the web to find new documents (web pages, other documents) • Search engines indexes the content (text, code) • Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time) • Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors 9

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  11. SEOvs Social vs Pay Per Click • Receive unpaid traffic • High quality traffic • Sustainable results over a long period • Cost effective • Competitor analysis • Use analytics to improve conversions • Takes a while to see results • No guarantee 11

  12. SEO vs Social vs Pay Per Click • Cost effective • Receive honest instant feedback from community • Allows deeper engagement • Online word of mouth • It’s not how big your budget is, it’s how good your product is • Can recruit new talent • Tools quickly change • Disgruntled customer can vent on your profile • Takes a while to see results • Takes time to develop relationships and authority 12

  13. SEO vs Social vs Pay Per Click (SEM) • Immediate results • Change campaign focus instantly • Measurable tracking • Test landing pages • Traffic is budget dependant • When budget runs out traffic stops • Can become costly if no conversions are made 13

  14. SEO vs SEM 14

  15. Why is Search Engine Marketing important? • 85% of all traffic on the internet is referred to by search engines • 90% of all users don’t look past the first 30 results (most only view top 10) • Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized • Cost-effective advertising • Clear and measurable ROI More (relevant) traffic + Good Conversions Rate = More Donations/members/Leads 15

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  17. Keyword Research: Search Behavior • 55% of all searches are done using 3 or more words 55% of all searches are done using 3 or more words... 17

  18. Long tail keywords lead to more conversions Long tail phrases build the foundation for targeting highly competitive phrases Own your space, smarter not harder Keyword Research: Head of Tail vs. Long Tail Strategy • Interest - “Starting a Nonprofit Organization" • Research - “Training for Nonprofits“ • Research - “Nonprofit Training Florida“ • Research - “Leadership Training for Nonprofits“ • Utilize - “Nonprofit Leadership Training Tampa" 18

  19. What is a SEO Algorithm? • Top Secret! Only select employees of a search engines company know for certain • Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea • The SEO algorithm is constantly changed, tweaked & updated • Websites and documents being searched are also constantly changing • Varies by Search Engine – some give more weight to on-page factors, some to link popularity 19

  20. Ranking factors • On-Page Factors (Code & Content) • Content, Content, Content (Body text) <body> #1 • Keyword frequency & density (Goal of 2-4%) #2 • Title tags <title> #3 • ALT image tags #4 • Header tags <h1> #5 • Hyperlink text #6 • Off-Page (Social ) Factors • Anchor text #1 • Link Popularity (“votes” for your site) – adds credibility #2 20

  21. Basic Tips & Optimization Techniques • Research keywords related to your business • Identify competitors, utilize benchmarking techniques and identify level of competition • Utilize descriptive title tags for each page, and images • Ensure that your text is HTML-text and not image text • Use text links when ever possible • Use appropriate keywords in your content and internal hyperlinks (2-4% Keyword Density) • Obtain inbound links from related websites • Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced • SEO Education • Silence social screaming matches, conquer conflict with professionalism, and safeguard your brand! 21

  22. News/Media/PR SEO Email Research/White Papers Blogs + Blogging Infographics Comment Marketing Social Networks Transform Your Vision IntoResults (focus on just one, and you miss out) Online Video Local Portals Forums Webinars Social Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites

  23. Questions? 23

  24. References • Social Media “Plugged In and Turned On” - Christy Williams • SEO Tutorial Search Engine Optimization - Shimon Sandler • Using Social Media to Achieve SEO Success - Rand Fishkin • SEO Training No Country for Old Websites - Aaron Bramley and David J. Neff • SEO in the Web 2.0 Era – 360 Digital Influence • Search Engines & Search Engine Optimization (SEO) - Saeed El-Darahali • Search Engine Marketing, An Insight into a successful web presence - Neil Pursey • Benefits of using Social Media Optimization in SEO - NetzenSoftech 24

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