SEO & PPCMaking yourself visible on the web with SEMFirst part: SEO
by Andrea Spila
Intro:SearchEngineMarketing
START
Psychologyofsearch
KeywordResearch
SEOImproving your sitevisibility
YOUYour sitesYour questions
FINISH
AGENDA
The importance of being here
PPC
SEO
SEOis
slow
SEOis
slowcheap
SEOis
slowcheaptime-consuming
SEOis
PPCis
PPCis
fast
PPCis
fastexpensive
PPCis
fastexpensiveimmediate
Search Engines
Natural results(un-paid)
Pages are crawled on the webCrawled pages are indexedIndexed pages are ranked
Ranking A combination of
Relevance and Popularity
Sponsored links(paid)
Ranking A combination of
Relevance and Price
Psychology of
Search
Peopleuse search engines to find an
answer
Query (keywords)
Results
SERP
Search
queries are
mentalprocesses
Types of
query
navigationinformationtransaction
Buying funnel
What key words
?
SEO & PPC
KeywordResearch
SEO & PPC
Keywordsare solid baseson which you can buildyour SEO and PPC campaigns
Strategies for KW Research
• Brainstorming (with colleagues)• Synonyms (Thesauri)• Competitors• Your site• Non-translators• Search engines
Using search engines
Using search engines
Also: inurl, intext, inanchor
Using search engines
Using search engines
Using search engines
Google Guide
Keyword Tool(Google)
Insights for Search(Google)
Google Analytics
Long Tail
SEO
On Page
SEO
Off Page
SEO
SEO On Page
SEO On Page
SEO On Page
SEO On Page
SEO On Page
SEO On Page
SEO On Page
SEO On Page
Keywords: three principles
• Prominence• Proximity• Density
Title
– Highest weight among SEO elements– Also useful to users to decide if they want to
click-through– Useful in browsers, social networks, RSS feeds,
…–Where is it?
Where is the Title displayed?
Where is the Title displayed?
Metatag Description
• In SERPs it is used, when relevant, in the snippet below the link (= TITLE)
• Not important for ranking• But gives extra information on page• Where is it?
Where is the Description displayed?
An optimized page
BODY text
• Optimal length of page: 450-600 words• Use of bold to highlight main keywords• Avoid underlined!• Subdivide the text into paragraphs with main
keywords at the beginning
Heading (H)
• The most important SEO element after the TITLE• <h1>Heading</h1>• <h2>Subheading</h2>• A couple of levels is fine• Max. 5-7 H tags per page• Also helps readers to scan the page
ALT attribute
• Always insert ALT attributes in IMAGE tags (IMG)
• This alternative text is mainly used for accessibility
• But it is also a useful place for keywords
Other SEO elements
• Domain name and URL• Breadcrumb • Hypertextual links (both internal and external)
Internal links are useful if they contain keywords in the link description.Links to external sites are useful for SEO purposes if they lead to high-ranking sites on similar subject.
An optimized page
SEO Off Page
Quality content(that helps link building)
• Blog posts• Articles, essays, case studies• Link lists• Reviews• RSS feeds• UCG (User-Generated Content)
Link Juice
And now it’s your turn!
QUESTIONS
Takeaways2
Keywordsare keys to success
Contentis king!
Contentis queen!
CreditsCross Country Racing http://www.flickr.com/photos/66176388@N00/2355341780/Jaguar Mark 2 http://www.flickr.com/photos/ejcallow/4952282402/Lighthouse at Pigeon Point before the foghttp://www.flickr.com/photos/mustafeez27/4020930427Telescope http://www.flickr.com/photos/ryanwick/3461850112/Leaf with dew http://www.flickr.com/photos/himenohogosha/4291798759/Seeing My World Through a Keyhole http://www.flickr.com/photos/katerha/4592429363/Faro de Sardinahttp://www.flickr.com/photos/jonay/2999395510
CreditsVeligandu Resort, Atollo di Ari, Maldivehttp://www.flickr.com/photos/giuseppeportale_cartorange/5807360577/Ponte do Bósforohttp://www.flickr.com/photos/leandrociuffo/2892331161Crowned Princesshttp://www.flickr.com/photos/vincealongi/249920782
Thank you for your attention!
See you next time:Pay Per Click (27/10)
http://www.delicious.com/andrea.spila/seo-proz-eng
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