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Presentation on Search Engine Optimization.
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Search Engine Optimizationby Steve Wiideman
Search Engine Optimizationby Steve Wiideman
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Introduction toSearch EngineOptimization
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About Steve Wiideman
Corporate Search Marketer for Disney, Expedia, & Ticketmaster companies
Consultant for brands such as Skechers, RingCentral, and Flirt
Search Google for “SEO Expert”
Authored 3 FREE eBooks, downloadable at seosteve.com
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What is SEO?
A. A method of achieving higher ranking in Google, Bing and other search engines
B. A way of gaming web search sites however possible to get more traffic
C. Bidding on keywords to learn which terms attract buying customers without spending $
D. The name a few thousand people share in Korea
E. All of the above
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3 Principles of SEO
1. Relevance to Query
2. Popularity / Citations
3. User Choice / User Behavior
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Principle 1 – Relevancy
Finding & Tracking Important Terms
Creating Quality, ‘Linkable’ Content
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Organizing Your Keywords
Consider behavior cyclesBroad terms are competitive & ambiguous (be the best result)“Buying” terms will be produce the best long term results
It’s all in the detailsAdding descriptive information will make your page stand outSize, shape, color, cost, features, location, adjectives, adverbs
Pay-Per-Click data can help“Silo” your keywords similar to an AdWords campaignUse your PPC data to determine where to start with SEO
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Keyword Research Exercise
Use the Google AdWords Keyword Tool to find:
1. 5 high-volume, highly competitive terms
2. 5 low-volume, less competitive terms
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Create Linkable, Shareable, Addictive ContentRemember, the search engines want to return the best search result.
No amount of link building or gaming the system will fix bad content.
The content is useful and original
There are supportive facts and references
Something fun or interesting is included.
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Principle 2 – Popularity
Links & Mention Social Media
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Finding Great Links
Start with vendors and partners Give to receive (discounts? ) Get featured in industry articles Guest blogging & blog reviews Use link acquisition tools
Ontolo.com OpenSiteExplorer.org seomoz.org Link Acquisition Tools
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Principle 3 – User Choice
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Click-Through Rate (CTR)
Google records every search
Google records every click
Google records every return
Google records time spent before return
The higher the ‘natural’ CTR, the higher the ranking
(discussion: how to boost CTR)
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Principle 3 – User Choice
Amazon uses several basic sales principles
to prevent visitors from leaving.
• List price (urgency)
• Limited time shipping offers (scarcity)
• Product reviews (reciprocity)
• Teaser content (authority / authenticity)
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Pop Quiz: The 3 Principles of SEO
1. Relevance to Query
2. Popularity / Citations
3. User Choice / User Behavior
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How You Can Connect with Me
Twitter: @seosteve
Facebook.com/stevewiideman
LinkedIn.com/in/seoexpert
Email: [email protected]
Search “seo expert”
Steve Wiideman
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For more information about internet marketing or any other hands-on workshops/training, visit www.nrclc.com.
NR Computer Learning Center2100 W. Orangewood, Suite 110
Orange, CA 92868714.505.3475