search engine optimization
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Visuals of Stefanie Moore and Dino Baskovic from the SEO discussion.TRANSCRIPT
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Search Engine Marketing & Optimization
Movin’ On Up! How to get better rankings and drive traffic to your Web site.
Stefanie Moore
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First Things FirstTo effectively drive traffic you must ask:1. Who is your target audience?2. What do you want them to do on your Web
site?3. How will you get a return on your investment?4. What is your available budget?
Source: American Marketing Association
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Search Engine Facts• 84% of online Americans used search
engines (107 million) – a Pew Internet & American Life Project, 2004.
• 75% of Internet users visit search engines each month – Online Publishers Association and Nielsen/NetRatings, 2004.
• Search engines on top (41%) compared to other processes when consumers were asked how they find product Web sites – DoubleClick study, 2003.
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Web is First Source
“Admissions officials know their Web sites are the first point of contact for prospective students. It has changed from the Internet being a supplement to the Internet to being the first source.”
– Judy Hingle, director, professional development, National Association for
College Admission Counseling
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Search Engine Marketing (SEM)
• Form of Internet marketing that seeks to promote Web sites by increasing their visibility in the search engine results.
• SEM is the practice of buying paid search listings, different from SEO which seeks to obtain better free search listings.
• SEM methods include: search engine optimization, paid placement and paid inclusion.
Source: Wikipedia
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Search Engine Optimization (SEO)
• Improves ranking of a Web site in “natural,” “organic” or "algorithmic” search results
• Increases site traffic• Assists in “converting” unique visitors to
customers • Considers how people search and how
search engines index
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SEO Impacts Organic Results
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SEO Tactics • Get your keywords onto your pages:
– Meta data behind the scenes
• Title tags
• Description tags
• Keyword tags
– Visible Content
• Build relevant links and link popularity
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SEO Tips - Choosing the Best Keywords
Pace Yourself
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Tips on Choosing Keywords• Think through business goals &
objectives.• Think through brand names.• Watch the broad search terms.• Be careful with narrow search terms.• Check Google competing pages.• Watch the quotation marks.
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Tips on Choosing Keywords (continued)
• The singular vs. plural debate.• Don’t get excited about misspellings.• Give low numbers a shot.• Learn how to form search terms.• Know how people search.
• Two-word phrases (32.58%) • Three-word phrases (25.61%)
2004 report by OneStat, an expert in Web analytics
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Tips on Choosing Keywords (continued)
• Be careful when mining keywords from competitors’ Web sites.
• Don’t use competitors’ corporate names or brands.
• Ask people – all kinds.• Dust off your thesaurus (or go online).• Analyze log files.
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Search Engine Optimization – What You Can Do
• Register your site.– Ex. http://search.yahoo.com/info/submit.html
• Keep keywords and meta tags current.– Spread keywords throughout content; revise text
as necessary.
• Charge someone with monitoring and updating keyword referrals, and search engine referrals and placement.
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SEO No No’s
Avoid Bad Techniques
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Search Engine Optimization Don’ts
• Don't use frames in the page design
• Avoid long URLs and “=” and “?”
• Don’t duplicate copy
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Description Overload
• Avoid long meta descriptions.
• Laundry list of keywords may not match content.
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Overdone Visible Text
Massive keyword repetition in a small space may annoy Web site visitors. Looks blatant.
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Too Many Links
• Yes, links in content are useful.
• Too many may be viewed as spam.
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Text in Unusual Places
• Avoid all forms of hidden text.
• Make font colors and sizes match design.
• Excessive keywords offer no value.
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An SEO Case Study
www.kent.edu
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Content Modifications
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Meta Data in Source Code
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Let’s Test It!
Search for “Ohio universities” in Google
Search for “top universities” in Google
www.google.com
Search for “physics degrees” in Yahoo
Search for “computer technology classes”
www.yahoo.com
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KSU SEO May 2007 Ranking Highlights
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KSU SEO Traffic Highlights
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KSU SEO Search Engine Traffic Highlights
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Other SEO Case Studies
• http://www.littletikes.com
• http://www.clevelandclinic.com
• http://customcritical.fedex.com
• http://completetocompete.info
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An SEM Case Study
www.kent.edu
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Pay-Per-Click (PPC)
• Also known as paid search.
• Pay only when users actually click on an ad.
• Supplements search engine optimization; offers critical and timely traffic.
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Sponsored link – means we’re paying for this term.
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Sponsored link – means we’re paying for this term.
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PPC Summary• Kent State ads were seen 344,934 times.• Searchers clicked a Kent State ad and
visited the landing page 11,633 times.• Total cost for the clicks was $3,657.72.• From the landing page, visitors clicked to
the 'Get More Info' page 1,370 times.• Google Analytics showed there were 1,149
signups for campus tours during the campaign timeframe.
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7 Habits of SEO-CentricWeb Design
Dino Baskovic
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1. XML Sitemaps. Make your own. Submit them to search engines. Submit often.
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2. Friendly URLs. Ones people can actually read. And search engines love.
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/index.aspx?cat=9&id=6
/news/xyzcorp-growth//news/xyzcorp-growth/
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3. Simple design. Less is more. As in, clean up your code. And ease up on the widgets.
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4. Metrics. Pay attention to them. Salt to taste. But don’t obsess.
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5. Social media. Put on your Facebook. Get a Second Life. Can you Digg it?
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6. Education. Read. Evaluate. Talk to others. SEO is not a magic bullet. But it can work.
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7. Professional help. Skip the snake oil. Seek out proven SEO partners. Treat them well.
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“7 Habits”
1. XML sitemaps
2. Friendly URLs
3. Simple design
4. Metrics
5. Social media
6. Education
7. Professional help
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Traffic and SEO Resources• American Marketing Association
– http://www.marketingpower.com
• Fathom SEO– http://www.fathomseo.com– http://fathomseo.blogspot.com
• WordTracker – www.wordtracker.com
• Know your link popularity– www.checkyourlinkpopularity.com
• Free Search Engine Marketing Tools – www.marketleap.com
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Questions?
E-mail: