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)

andrea.spila@gmail.com

http://www.delicious.com/andrea.spila/seo-proz-eng