SEO & SEM SEARCH ENGINE OPTIMIZATION & SEARCH ENGINE MARKETING

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1 SEO & SEM SEARCH ENGINE OPTIMIZATION & SEARCH ENGINE MARKETING By Rebecca L. Cooney, MSC Clinical Assistant Professor Washington State University Search engines have two major functions: crawling and building an index and providing search users with a ranked list of the websites they've determined are the most relevant. Moz T h e B e g i n n e r s G u i d e t o S E O

2 Search Engine Optimization (SEO) is the process of getting visitors to websites, social media posts, blog articles and other digital content through the key terms and phrases individuals use when searching on search engine tools such as Google, Bing and Yahoo. SEO reflects free and organic search behavior by users and results are not influenced by paid efforts. Search Engine Marketing (SEM) is a paid marketing effort to promote websites, social media posts, blog articles and other digital content through increased visibility on search engine results pages. Search Engine Optimization (SEO) Social Media Marketing (SMM) Search Engine Marketing (SEM) Social Media Marketing (SMM) is a promotional tactic utilized by organizations with the goal of expanding their reach and increasing their engagement with existing and potential customers and fans.

3 THE SEARCH PROCESS SEO influences popularity and relevance Individual conducts online search key terms and phrases Search engine scours through its database of content, documents, media files, etc. and does two things: Ranks results according to site popularing of the websites housing the information Returns results that are relevant to the search details

4 SEO RECIPE INGREDIENTS Words Search engines account for every word that appears on a page in title, text or tag. Titles: All web pages have a title. It is displayed in the browser and used by search engines to list the title of the page in the search results. Links Between Websites: Links between one web page to another (including social channels) are an indicator of recommendation or referral. Words Used in Links: Also called anchor text the words that are hyperlinked on a page can influence the outcome of SEO if used strategically. Reputation: Web page content that matriculates regularly improves search rankings. The success of a page should be measured by one criteria: Does the visitor do what you want them to do? - Aaron Wall SEObook.com

5 SEO FORMULA & SEARCH RESULTS Within many content management systems (CMS) tools like Wordpress, Wix or Weebly, each page can be optimized for SEO with title, description and key terms. Here is the formula: Page title: >60 characters Page description: characters max Key words: per page. Separated by comma.

6 For example: Let s say I run a bakery in Spokane, WA. Here is what my SEO formula may look for search results to my main website Formula Element Sample Content Tips Page Title Page Description Key Words & Phrases Company X Bakery, Ltd. Downtown Spokane [42 characters w/spaces] Baking delicious, fresh and addicting treats since Ranked 1 st in Daily Paper for local bakery. Donuts, pastries, cakes and bread baked daily. Full line of coffee and tea. [176 characters w/spaces] Spokane, Company X Bakery, bakery, donuts, cakes, pies, pastries, homemade bread, Spokane bakery, cake shop, donut shop, coffee, tea, cake and coffee, coffee shop meetup, coffee shop and conference room [30 words, 204 characters w/spaces] The page title (aka page header) should have no more than 57 characters. Incorporate a few of your keywords into the page title to help improve organic search results. Some thought leaders recommend including city for added relevance. The page description should be " characters - descriptive sentences explaining the excerpt of your page content. This will be shown as a meta description in search results and important for encouraging users to click on the results." Weebly. Key words (aka meta keywords) include 10 to 30 words that are relevant and specific to that page (separate key words and phrases by commas. 255 characters max)

7 ON-PAGE VS. OFF-PAGE ELEMENTS AND INCREASING REFERRALS On websites, SEO rankings are divided into two areas: on-page elements and off-page elements. On-page elements are things that companies can control on their site (they are located within the content of site pages). This includes the text/copy, images, URL paths and even the design choices. Off-page elements are located elsewhere on the web. This includes third-party websites, such as news sites, blogs and link aggregation services. Here are some tips to increase referrals to a webpage with on-page elements vs. off-page elements: ON-PAGE ELEMENTS Page Title Url "Invisible" page content such as meta keywords OFF-PAGE ELEMENTS Inbound links Text anchor hyperlinks Blog post titles with keywords Share links to social channels (Source: Brett Atwood, Clinical Associate Professor in The Edward R. Murrow College of Communication at Washington State University)

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