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Search Engine Optimization: Understanding the Engines & Building Successful Sites

Search Engine Optimization: Understanding the Engines & Building Successful Sites. Zohaib Ahmed Google Analytics Individual Qualified March 2012. The Search Landscape How Search Engines Work Building Accessible Sites Conducting Keyword Research Link Building Strategies

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Search Engine Optimization: Understanding the Engines & Building Successful Sites

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  1. Search Engine Optimization:Understanding the Engines & Building Successful Sites

    Zohaib AhmedGoogle Analytics Individual QualifiedMarch 2012
  2. The Search Landscape How Search Engines Work Building Accessible Sites Conducting Keyword Research Link Building Strategies Social Media & the Web’s Influencers

    Content in this Presentation

  3. The Search Marketing Landscape
  4. 100 Billion Searches Each Month!
  5. Organic vs. Paid Search Paid Results, Get 10% of Clicks Organic Results, Get 90% of Clicks
  6. Click-Through Rates
  7. How Search Engines Work
  8. Crawling & Indexing Without links, the engines might never find this page
  9. Many Domains vs. One Domain VS.
  10. Domain Authority I SHOULD PROBABLY TREAT CONTENT ON THESE DOMAINS A LITTLE DIFFERENTLY
  11. PageRank
  12. The Flow of PageRank
  13. Google Says they use PageRank to Crawl
  14. Building Accessible Sites
  15. Crawlability / Link Architecture
  16. Duplicate Content
  17. Search Friendly URLs www.nationalgeographic.com/animals/african-elephants Keywords in page name, separated by hyphen Single domain Shallow folder structurewith relevant words
  18. Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 No keywords in the URL string Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters
  19. Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 No keywords in the URL string Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters
  20. Fixing Broken Links & 404s
  21. Important Tags & Signals Title Tag Meta Descriptions Tag Anchor Text Img Alt Text Proper Keyword Density <strong> or <b>
  22. Tag Length Recommendations
  23. Keyword Research + Targeting
  24. The Goals of Keyword Research
  25. Identify High Value Keywords
  26. Predict the Effort Required to Rank Well
  27. Choose the “Best” Words/Phrases to Target
  28. The Keyword Demand Landscape
  29. The Long Tail of Keyword Demand
  30. Link Building Strategies
  31. What Goals Can Link Building Help Us Achieve?
  32. Increase Individual Rankings
  33. Improve a Domain’s Ability to Rank Pages
  34. Drive Traffic & Branding Awareness
  35. Send Converting Traffic
  36. Social Media & the Web’s Influencers
  37. Influencers on the Web
  38. The Power of the “Linkerati”
  39. Content that Appeals to Influencers
  40. You have to do these right, before you can dothese right
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