Activity: Google. Activity #1: Playground. Search Engine Optimization Google Results Organic vs. Paid. SEO = Search Engine Optimization

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1 E-Marketing SEO Topics Exploring search engine optimization tactics and techniques to achieve high rankings On-Page optimization Off-Page optimization Understand how web search engines handle your content Understand web design methodologies aimed at improving ranking of web pages on search results Integrating search engine optimization and social media into your marketing spend Gaining the competitive edge by ensuring your brand is number one 2 Search Engine Positioning Activity: Google Activity #1: Playground Please visit and enter your core business keyword Search Engine Optimization Google Results Organic vs. Paid SEO = Search Engine Optimization Definition: ORGANIC The process of enhancing both the content and reputation of a webpage in order to improve search engine rankings and meet your top prospects at their immediate point of need. 1

2 Bruce Clay s Search Engine Chart: Understanding Search Engine Bruce Clay s Search Engine Chart: Basic SEO Concepts Keywords: Use text that targets your audience; and attracts search engines and links from other sites Navigation: Give users and crawlers easy access to content Design Elements: Make sure bells and whistles don t undermine SEO efforts Page Rank: Develop a linking strategy to improve your site s popularity Keywords search On-Page Optimization 2

3 Keywords search Search Engine Positioning (cont.) Researching Search Terms WordTracker.com (see handout) Overture suggestion tool Google AdWords Things Search Engines Like Text (Keyword) Words and phrases that match what your target audience types into search engines Site Navigation Site navigation and URL structure that search crawlers can easily follow Links to Your Site How popular are you? Keyword Prominence Keywords in Text Search engines place weight on terms according to where they are used Primary Text Title tag Body text Anchor text Text near the top of the page Headings and Emphasized Text Secondary Text Alt text Description tag Domain name and URL elements Choose one or two keywords or phases to optimize for each page Use language of your audience Do not over use - avoid keyword stuffing Keywords in links influence relevancy of the pages your linking to No click here links 3

4 Keyword Selection Tools Site s Search Metrics Online Advertising Tools Yahoo!/Overture: Google: Keyword Density Google Webmaster Tools Linking Basics Plan how pages link to each other Pages will not rank well if your site does not have a navigation scheme Navigation scheme must please users and search engines Create a crawler-friendly site map Avoid dangling pages Site Navigation Schemes Make a site with a clear hierarchy Text Links The most search engine friendly Use for primary or secondary navigation Every page should be reachable from a text link If using graphic navigation, use alt text Avoid JavaScript, unless you provide a secondary text navigation scheme Help Crawlers Navigate Create a Site Map HTML page on your site with text links Create a Sitemap An XML file that lists your site s URLs Allows crawlers to analyzes information about your site s architecture to improve crawling Google: Yahoo: Site Maps Protocol: Create Sitemap Page Google Webmaster Tools 4

5 On-Page Optimization Flash Site Repeat the primary keyword phrase in the URL, title tag, meta data, image ALT tag, body copy, and links from other pages Use the keyword phrase intact; Other nouns or keyword phrases should not be more prominent One repetition of the page s primary keyword phrase per words of copy Activity: Activity #1: Good Combination Please visit Off-Page Optimization What is Popularity? A calculation assigned to a page based on the number of links into the page The more popular pages that link to you, the higher your popularity rank An inbound link is a vote for a page An outbound link is a vote for a page you re linking to All search engines have different popularity algorithms Google s algorithm is called Page Rank Based on a scale from 0-10 Popularity Factors Number and Popularity of Inbound Links Anchor Text Others use of keywords in a link to your site Popularity is assigned per page, not for the entire site Popularity is not inherited Need to deliberately link internal pages to pass on PR 5

6 Link Popularity / PageRank Google score of page s link popularity easy way to see this Each link on a particular page gets a portion of that page s overall score 10 links, each gets 1/10; 100 links, each gets 1/100 Do you see what I see? Traffic Building Social Bookmarking site Major General Directories, i.e. Yahoo! Directory, Open Directory (DMOZ), GoGuides, Best of the Web, JoeAnt, Business.com, etc. Major Thai Directories, i.e. Sanook, mthai, Hunsa, etc. Niche & Topical Directories, i.e. TourismThailand.org, ThailandTourismDirectory.com, etc. Blog Forum Linkbaiting via Social News and Bookmarking, i.e. Digg, Reddit, StumbleUpon, del.icio.us, etc. Social Media Profiles, i.e. Flickr, LinkedIn, MySpace, Friendster, Technorati, etc. Article Directories, i.e. EzineArticles, GoArticles, etc. Press Release, i.e. Yahoo! News, etc. Relationship Building Reciprocal Links Blog 6

7 Case Studies Case Study: Business.gov Page created March 07 Submitted to crawlers, listed in DMOZ 0-78 inbound links Term: Advertising Regulations #6 on Google #8 on Yahoo #2 on MSN #1 on USA.gov Case Study: Business.gov Text Component: page is well-optimized for advertising and regulations Link Component: All text links Popularity Component: Inbound links are using title submitted to DMOZ advertising and regulations Case Study: NOAA Fisheries Term: Fisheries #1 on USA.gov #2 on MSN #2 on Yahoo #3 on Google Term: Fish Doesn t show up on the first page or subsequent pages 7

8 Case Study: NOAA Fisheries Text Component: page is well-optimized for fisheries but not fish Link Component: pull-down menu may be a problem for some crawlers. Add search friendly navigation (e.g., site map) Popularity Component: Lots of inbound links using fisheries (not fish ) in anchor text SEO is an ongoing process Resources and Recommendations Recommended Reading SEO Forums & Events Battelle, John. The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed our Culture. New York. Penguin, Kent, Peter. Search Engine Optimization for Dummies. Hoboken, NJ. Wiley, Moran, Mike, Hunt, Bill. Search Engine Marketing, Inc. Upper Saddle River, NJ. IBM Press, Thurow, Shari. Search Engine Visibility. Indianapolis, IN: New Riders, Industry Forums Webmaster World: Search Engine Watch: Digital Point Forums: High Rankings: Industry Events Search Engine Strategies: 8

9 End of Chapter Thank you! 9