View
33
Download
3
Category
Tags:
Preview:
DESCRIPTION
A Crash Course in SEO. updated 9/8/11. Course Objectives. How Search Engines Work Understanding SERPs & Influence On-Page SEO & Tactics Off-Page SEO & Strategies The Power of Online PR. How Search Engines Work. Hi, I’m a “Search Engine Spider “ (actually just a robot). - PowerPoint PPT Presentation
Citation preview
updated 9/8/11
How Search Engines Work Understanding SERPs & Influence On-Page SEO & Tactics Off-Page SEO & Strategies The Power of Online PR
Your Web Page
Your Web Page
Hi, I’m a “Search Engine Spider “(actually just a robot) Someone Else’s
Web PageSomeone Else’s
Web Page
SE DatabaseSE Database New, unique content! I’ll cache the “important” stuff for my SERPs
??
Who do you link to?
Other pages on your siteOther pages on your site
Your Web Page
Your Web Page
Hi, let me take a look ata few of your pages and seeif they’re different than mycache…
Someone Else’s Web Page
Someone Else’s Web Page
SE DatabaseSE Database Looks pretty much the same. I’m annoyed. I’ll come back some other time—maybe.
Other pages on your siteOther pages on your site
Your Web Page
Your Web Page
Hi, let me take a look ata few of your pages and seeif they’re different than mycache…
SE DatabaseSE Database Some of this is different! I’d better re-index the whole site.
??
Who do you link to?
Other pages on your siteOther pages on your site
New pages on your site
New pages on your site
SERPs = “Search Engine Results Page(s)
Most search engines work the same, but testing is critical
Remember, searches only the Cache
Search Query
Pay-Per-Click Ads (Sponsored)
“Organic” Results (Free)
Link from TITLE tag
“Snippet” from META DESCRIPTION Tag
Link from TITLE tag
“Snippet” from META DESCRIPTION Tag
The TITLE tag
Used to populate the META DESCRIPTION Tag
TITLE Tags Influence the SERP Link META Description Tags Influence the SERP
“Snippet” The URL is also important You’ll notice keywords are bolded in SERPs What is at the top VS the bottom of the SERP
is based on the “Relevancy” to the search query and a few other factors…
“On-Page SEO” Refers to everything we can do on the actual page (in the code) to influence search engines, their spiders and the SERPs TITLE/META Tags W3C Validation (Up to Code) Content-to-Markup (code) ratios Keywords and Keyword Density (how often used) Above/Below the Scroll And many, many more…
“Off-Page SEO” Refers to everything NOT part of the code/page itself—but there are ways to still influence, like: Who do you link to? Who links to you? How old is your domain? (when does it expire?) How many other sites use that keyword (a lot)? And many, many more…
JDM’s Site
JDM client portal
Links to the rest of JDM
JDM on Twitter
press release mentioning JDM
JDM in someone’s directory
Lots of other links push your competition to the next page
Pay-Per-Click Ads can help when you’re not at the top
Submit the site to various (related) directories Make sure you have a listing on Google Places
(and other location-specific sites)
Location-based query
Our Listing
Reviews, Photos, URL, Phone
Press Release
with Link to your site
Press Release
with Link to your site
Your SiteYour Site
Release on News SiteRelease on News Site
Release on News SiteRelease on News Site
Release on News SiteRelease on News Site
Release on News SiteRelease on News Site
Your SiteYour Site
Release on News SiteRelease on News Site
Release on News SiteRelease on News Site
Release on News SiteRelease on News Site
Release on News SiteRelease on News Site
Search Engines see all this and assume that you’ve got something interestingto say on the topic/keyword.
Don’t Cheat the System(like cheating on your taxes…)
New, Unique Content is Great! Duplicate Content upsets Spiders Recency helps a lot All SEO is more art than science There are no guarantees
Strategic SEO What are our goals/objectives? What tactics should/can we employ?
On-Page SEO Off-Page SEO Reporting
Optimization Status Performance Analysis Improvement Recommendations
Engagement Structure (Phased) Strategic SEO On-Page SEO Off-Page SEO Reporting
1. Proposal & SOW Approved (deposit made)2. Discovery (FTP and Google Analytics access)3. Benchmark Analysis (where are we now)4. Strategic Planning and Approval5. On-Page SEO Execution6. Off-Page SEO Execution7. Post-SEO Report(s)8. Review Post-SEO Recommendations
Recommended