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search engine optimization

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engines.

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search engine optimization

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  1. What is SEO? SEO = Search Engine Optimization 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

  2. Examples popular search engines

  3. SEO strategies/techniques • 1. Domain name strategies- domain names are traffic magnets 63 million domain names registered 4.7 million domain names registered 1st quar 2004- choose a domain name that will increase your search engine ranking. How? - simple, short, no hyphens, no numbers- use keywords, common words, advertising terms, product names- choose a keyword that is important for your business

  4. 2. Linking strategies - the more inbound links the higher the SE ranking - if the site linking to you is already indexed, spiders will also receive your site- quality of inbound links is critical - how to increase links: a) good content b) good outbound links c) target a list of sites from which you can request inbound links - links for the sake of links can damage your search rankings. “Link relevancy is critical in getting your site indexed by search engines” “A small number of inbound links from high –quality, relevant sites is more valuable than many links from traffic, irrelevant sites”

  5. 3. Keywords - important in optimizing rankings- keywords are words that appear the most in a page- the spider chooses the appropriate keywords for each page, then sends them back to its SE - your web site will then be indexed based on your keywords - can be key phrases or a single keyword- do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them- write keyword-rich text- balance keyword-rich and readability - always have text in your page: at least 100 words

  6. 4. Title tags - important in optimizing rankings - the first thing that a search engine displays on a search return - must keywords in title to be ranked no. 1- should have the exact keyword you use for the page- every single web page must have its own title tag - you can use up to 65 characters eg EBayhttp://www.ebay.com/(title is littered with keywords) 5. Meta description tags - the next important- displayed below the title in search results- use dynamic, promotional language- use keywords

  7. Meta keywords tags- no longer carry weight with major SEs- a myth that meta keywords alone affect rankings 6. Alt tags - include keywords in your alt tags 7. Submit your website to SEs for indexing- submit your site to search engine directories, directory sites and portal sites- indexing takes 1 wk to 3 months

  8. Why search engine marketing is necessary? • An important aspect of SEO is making your website easy for both users and search engine robots to understand although search engines have become increasingly sophisticated. • This still can’t see and understand a web page say a human can. SEO helps the engine figure out what each page about and how it may be useful for users.

  9. Keyword research • Keyword research is one of the most important valuable and high return activities in the search marketing field. • Ranking for the right keywords can make or brake your website by researching your markets keywords domain you can’t only learn which terms and phrases to target with SEO. But also learn more about your customers as a whole. • Its not always about getting visited to your site but about getting the right kind of visitors. The usefulness of this intelligence can't be overstated with keyword research you can predict shifts in demand. • Respond to changes market conditions and produce the products, services and content that web searchers are actively seeking.

  10. What is 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 of the major factors and approximate weight assignments • 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

  11. SEO Effectiveness

  12. Important? • 80% of consumers find your website by first writing a query into a box on a search engine (Google, Yahoo, Bing) • 90% choose a site listed on the first page • 85% of all traffic on the internet is referred to by search engines • The top three organic positions receive 59% percent of user clicks • Cost-effective advertising

  13. Thanks

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