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Search engine optimization presentation given by David Ciccarelli, CEO of Voices.com at PodCampLondon 2009 #pclo09
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David CiccarelliChief Executive Officer
How to Achieve Top Search Engine Results
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People use search engines to...
Find websites, blogs
Find people
Find locations
Find images
Find videos
www.Voices.com
Why Search?
Search engines are the most powerful medium to reach
customers because you meet them at their point of need.
90% of online Web sessions begin with a search.
81% of users find web sites they were looking for through
search engines.
www.Voices.com
The Facts
Search engines average 300-500 million searches per day.
95% of users don’t go beyond the first 3 pages of search results
before they try another keyword.
30% of users believe companies found in the top search results
are a major brand in their product or service category.
www.Voices.com
๏ Process of strategic placement of keywords and text on web pages to enable optimum search engine rankings.
๏ Key to any successful Internet Marketing Strategy.
๏ It’s easier than it sounds.
Search Engine Optimization
www.Voices.com
๏ Writing for search engines
๏ Interacting with search engines
๏ Boosting your results with links
๏ Monitoring your results
Today’s game plan
www.Voices.com
It All Starts with Your Keywords
Well-written content and carefully selected keywords are the keys of a balanced SEO strategy.
www.Voices.com
Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternalwww.Voices.com
Keyword Research
Start a spreadsheet to save
all your keywords.
Organize keywords into
groups by topic or subject
matter.
www.Voices.com
Content is King Having good, well-produced
content on your website is a priority.
Content includes audio, video, text and images.
www.Voices.com
Ideas for Content The “How-To” Article
The Definition Article
Present a Theory or Argument
Create a resource like a free report or whitepaper
List Article (5 Tips for... Top 10... The Best... The Worst...)www.Voices.com
Content Management
Consider a content management system.www.Voices.com
Optimizing Your ContentPut keywords and phrases in some of the following places to increase the ranking of a web page in the search engine results.
Page Title
Page Description
In H1, H2, H3 tags
In the body or your article or pages
Page File Name ( your-very-important-page.html )
www.Voices.com
Page Title and Description Title and Description become the snippet in Google.
Open the HTML file and edit your Meta tags.
www.Voices.com
Page Name Tips Short URLs are better
Use hyphens not underscores
If your pages are already in Google,
don’t change anything.
www.Voices.com
Interacting with Search EnginesIn recent years, search engines have developed tools for website owners to submit pages directly to them.
Google Webmaster Tools
https://www.google.com/webmasters/tools
Yahoo! Site Explorer
https://siteexplorer.search.yahoo.com
MSN Webmaster Central
http://webmaster.live.com www.Voices.com
Create a Sitemap Your HTML sitemap is designed for people
Your XML sitemap is designed for search engines
www.Voices.com
Google Webmaster Tools 1. Add your website
2. Verify your website
3. Add your XML sitemap
www.Voices.com
Boost Your Results with Links
Search engines see links as a vote of confidence.
Pages on the top of results typically have more links.
Focus on quality not quantity.
www.Voices.com
Different Types of Links Authority Links - CNN, BBBonline.org, Industry Associations
Directory Links - Yahoo! Directory, BOTW.org
Press Release Links - PRWeb.com, PR.com
Blog Links - Articles written about you, comment links
Social Media Profile Links - Facebook, LinkedIn, Twitter
Reciprocal Links - Link exchanges from related websites
www.Voices.com
Your Link Profile
� Link Popularity: How many links point to your website?
� Link Relevancy: Are the links of a high quality, from websites in
the same industry or from authority websites?
� Anchor Text: The active text used to enable the link to your
website. Does is say your business name or keyword?
www.Voices.com
Time for a Check Up To see how many pages are
in Google, enter
site:www.website.com
To see how many links
Yahoo! is counting, enter
link:www.yourdomain.com
www.Voices.com
Action Plan Research your keywords and start a spreadsheet
Write new articles on subjects that people search for
Optimize your content by focusing on page titles and descriptions
Get links from blogs, press releases and other websites
Track your success with Google Webmaster Central and Analytics
Discover areas for improvement at SEOmoz.org
www.Voices.com
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Thank You!
David CiccarelliChief Executive Officer
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