seo calgary presentation at mru - may 27 2011

THE WORLD OF SEARCHGetting Found Online

Thursday, May 26, 2011

SEO & SEMDefined

Search Engine Optimization (SEO): Is the process of improving a websites visibility in a search engines natural organic listing page.


SEO & SEM

Search Engine Optimization (SEO)

Onpage Optimization: Organizing content on or within the website for increased visibility

Offpage Optimization: Leveraging external websites and resources to increase visibility


SEO & SEM

Search Engine Marketing (SEM): Is the process of buying advertisements (Ad words or Yahoo Search Marketing) to place your website in search results for certain keywords immediately.


SEO & SEM


WHY IS SEARCH IMPORTANT?

•Drive Traffic to your website•Generate leads•Sell products or services•Increase brand awareness•Increase customer service


COMPONENTS OF SEOSearch Engine Foundation

1. Keyword Research2. Site Submission3. Onpage Optimization4. Offpage Optimization5. Measure, adjust, Measure again


KEYWORD RESEARCHWhat would you search for?

Make a list of 20 terms you would search for. Use short tail long tailed words.

Short tail: Shoes Calgary | Long Tail: White 2007 Puma Roma’s with Blue Trim

Type those terms into a Search Engine: Who comes up?


KEYWORD RESEARCHWhat do your competitors rank for?

Research your competitor :

1. What are their title tags and header tags?

2. Look under their website


Viewing the Competitions

Keywords


KEYWORD RESEARCH

Viewing the Competitions Keywords


KEYWORD RESEARCH

http://www.seomastering.com/keyword-density-analyzer.php

Viewing the Competitions Keywords




Research Tools

Free

Google Keyword Research ToolSEOBook.com

KEYWORD RESEARCH


How To Use A Research Tool

KEYWORD RESEARCH


End Result of Keyword Research

• 5 - 10 Keywords to start

• High and Low Search Volume Mix

• Long tail and Short tail

KEYWORD RESEARCH


Google Webmaster Toolswww.google.com/webmaster/tools

Yahoo Site Explorewww.siteexplorer.search.yahoo.com/

Bing Webmasterwww.bing.com/toolbox/webmasters/

SEARCH ENGINE SUBMISSION


http://siteexplorer.search.yahoo.com/


http://www.bing.com/toolbox/webmasters/

http://www.bing.com/toolbox/webmasters/

ONPAGE OPTIMIZATION

The structuring of components and layout of all parts of your website to increase visibility within Search Engines.


ONPAGE OPTIMIZATIONTitle Tags: A description of the web page


ONPAGE OPTIMIZATIONTitle Tags: A description of the web page

Should include your keyword(s)


ONPAGE OPTIMIZATION


ONPAGE OPTIMIZATION

Header Tags: Are the areas on a webpage that define headings of content in a webpage.

<h1>Mount Royal Social Media Class</h1>


ONPAGE OPTIMIZATION

Header Tags: Are the areas on a webpage that define headings of content in a webpage.

<h1>Mount Royal Social Media Class</h1>

Google uses tags to understand the content of the page


ONPAGE OPTIMIZATIONHeader Tags

• Use H2 and H3 tags below to organize content• Use on or two H1 tags on a page, when appropriate• Put keywords in header tag. Don’t over do it though.


ONPAGE OPTIMIZATION

Header Tags


ONPAGE OPTIMIZATIONMeta Tags: Are HTML elements that help to provide structured meta data about a web page. They help Search Engines understand what is on your page.

Important Meta Tag: Meta Description


ONPAGE OPTIMIZATION

Not Important: Meta Keyword Description


ONPAGE OPTIMIZATION

Keyword Density: The number of times a keyword appears on a page in comparison to the total number of words in the content region.


ONPAGE OPTIMIZATION

Keyword Density


ONPAGE OPTIMIZATION

Highlighting and Italicizing Keywords can increase their visibility


ONPAGE OPTIMIZATION

Highlighting and Italicizing Keywords can increase their visibility

Rule of Thumb: In the content region of your site, sprinkle your keyword 3 - 5 times throughout a page.


ONPAGE OPTIMIZATIONImage Alt Text: alternative information source for those people who have chosen to disable images in their browsers.


ONPAGE OPTIMIZATION


ONPAGE OPTIMIZATIONImage Title: the title of the....image.


ONPAGE OPTIMIZATIONSlugs: The URL Structure on your web page.


Links

Internal: Linking content from within your website, to other content in your website.

ONPAGE OPTIMIZATION


Links

Outbound: Linking to content outside of your website.

ONPAGE OPTIMIZATION


ONPAGE OPTIMIZATIONOther factors

•Load Time•Video•Bounce Rate


OFF PAGE OPTIMIZATION

Intentional actions done away from your main website so search engines understand the value

of your website.



Link Building: The process of building links from external websites back to your website.


OFF PAGE OPTIMIZATIONSome places to start getting immediate links:

• Social Bookmarking sites• Social Media sites• Blogs• Directories (Google has devalued free greatly)• Other websites


OFF PAGE OPTIMIZATION3 types of links to go after

• Quantity - the more links the better...sometimes



• Quantity - the more links the better...sometimes• Quality - links from highly ranked websites



• Quantity - the more links the better...sometimes• Quality - links from highly ranked websites• Relevance - links from relevant sources in your industry


OFF PAGE OPTIMIZATIONHow to build incoming links

Participate in Conversation: Talk in blogs, forums, and other trade specific conversations online. Answer questions and link back to your website



Good original content: Instead of regurgitating news or content, create your own good, natural, original content.



200-300 peopleper day to this article



Get a blog: Create constant new content. Become an expert in your field. Use the blog to link to your original site.



Create top 10 lists: An original top 10 for your industry.



Link to others: Link to other people from your website.



Anchor Text: Is the words used in a hyperlink to describe the page that the word is linking too.



Anchor Text: Is the words used in a hyperlink to describe the page that the word is linking too.

Anchor Text is very important for SEO. It helps search engines identify what your page is about.



Anchor Text



To create good Links Back

1. Be helpful, authentic, and genuine.2. Tell people how to link back to you.3. Make a constant and consistent effort



Check other back links

http://siteexplorer.search.yahoo.com




MEASURE

•Keywords•Bounce Rate•Landing Pages•Click Through


CREDITS AND CRED

SEO Hacker.comSEO Book.com

Search Engine Journal.comSearch Engine Land.com


seo calgary presentation at mru - may 27 2011

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