Agenda • What is SEO • Industry Research • SEO Process • Technical aspects of SEO • Social Media - MySpace Optimization • Measuring SEO success • SEO Tools
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
Where are the Organic Results? Pay Per Click Pay Per Click Organic
Industry Research – Who gets the clicks? Organic Clicks vs Paid Clicks The vast majority of clicks -- roughly 60 percent, go to organic listings. Source: Enquiro, 2006
Industry Research: Organic SEO is the most popular form of SEM Organic SEO is the most popular form of SEM, with almost three-quarters of advertisers using this method, with paid placement a very close second at 71%
Industry Research & The case for SEO Reasons to conduct SEO • The majority of clicks are going to Organic listings. • SEO is the most popular form of SEM. • SEO provides a high ROI. • Many people don’t go past the 1st page in the Search results. • Users trust the Natural results to be more relevant to their Search query. *Sources: Iprospect Research, eMarketer
SEO Process Step 1: Discuss Business objectives. Step 2: Conduct initial keyword analysis. Step 3: Identify the keyword/landing page combinations. Step 4: Interim Client Approval for Keyword/Landing Pages. Step 5: Baseline Ranking & Traffic reports. Step 6: On-site & Off-site optimization. Step 7: Detailed Recommendation documents. Step 8: Implementation. Step 9: Monitoring and Optimizing: We provide monthly reporting and optimization recommendations. The reporting is compared to the baseline (or previous month’s results) to identify trends and help guide additional adjustments.
Technical SEO • Comprehensive Website Analysis • Keyword Research and Analysis. • Baseline Ranking report. • Competitive analysis in Search Engines. • Content Analysis & SEO Copywriting. • Analysis of URL structure & information architecture. • Analysis of internal linking. • Analysis of source code and page layout. • Code validation. • Search Engine Saturation. • Link Popularity Analysis. • Link Relevancy & Co-Citation Analysis (Topical Relevancy).
Technical SEO - Example of Page Elements Site-Side Optimization Page Title Alt-Tags Anchor Text Navigation Link Title Tags
MySpace Marketing and Optimization • Getting more targeted friends (sort by demographic criteria). • Leaving “friends” comments. • Profile Customization. • Sending Bulletins. • Sending mass private messages (with banner ad). • Writing keyword-rich content with outbound links containing keyword-rich anchor text. • Getting inbound links from websites not on the MySpace domain.
Measuring SEO success • Keyword Ranking. • Website Traffic. • Increase in "Share of Traffic" per keyword. • Increased Revenue/keyword. • Increase in Impressions ( good for Publishers to show advertisers). • Lower dependence on Paid Search. • Lowering the cost per acquisition.
SEO Toolbox “The tool is only as good as the people that use it.”
Thank You Created ByShimon Sandlerwww.ShimonSandler.com