Module 1: Search Engine Optimization -Elizabeth George

Outline Creating Pages Website Structure Creating Content Creating Communities Building Links Google Analytics* Social Media Optimization Creating Pay-per-click Campaigns Optimizing PPC Campaigns through Quality Score optimization Tracking Results and Measuring Success. Website Auditing Identifying Current Server Statistic Software and Gaining Access Determining Top competitors Benchmarking Current Indexing Status Benchmarking Current Rankings Benchmarking Current Traffic Source and Volumes Conduct SEO/Website SWOT analysis *

Website Auditing – Elements of an Audit Usability Accessibility/spiderability Search engine health check site:yourdomain.com Keyword health checks Duplicate content checks inurl: and intitle: URL check Title tag review External linking Page load time Meta tag review Content review Sitemaps file Redirect checks Internal linking checks Avoidance of unnecessary subdomains Geolocation Image alt tags Code quality

Identifying Current Server Statistics Software and Gaining Access Webfile Analytics : Google Analytics Unique visitors? Traffic up or down? Search terms? Logfile Tracking : AWStats, Webalizer Search Analytics: interaction with search engines

Determining Top competitors Spammers Seeking the Best Fully indexed? Keyword-rich page titles? High PageRank scores? Uncovering secrets Keywords targeted Link popularity check Tricks for bots to cope with dynamic sites Effect of future SEO initiatives on site traffic Current state of SEO with past

Benchmarking Current Indexing Status Track the indexing level of the site Site:yourdomain.com Crawl rate Google Webmaster Central

Benchmarking Current Rankings : Problems with rank checking: Google results are not consistent Different geographies Different data centers Logged-in users have personalized results No rank checker can monitor Google API rarely matches upto what anyone sees in the search results Matches to only heavily trafficked sites Slow to update Obsessing over rankings can result in poor strategic decision Time and energy spent vs. results Long-tail rankings are better than concentrating on few rankings at the top

Benchmarking Current Traffic Sources and Volume Tools: Google Analytics and Yahoo Web analytics, Omniture.com, IBM Unica NetInsight Which search engines deliver majority traffic to one’s site Drill down in to bounce rate metric at the page level Pages that get most traffic

Conduct SEO / Website SWOT Anlayis Self study

Keyword generation Wordtracker keyword tool Google Trends Google Adwords Keyword Discovery : Research and filter Bing Keyword tool Ubersuggest

Creating Pages Choose filenames Optimize Title tags Optimize Meta Description Tags Optimize Meta keyword tags Create a Meta Robots Tag Add Emphasis with header tags Use text modifiers Optimize images Create links Validate HTML

Website Structure Find Web hosting Establish a domain name Optimize for Multiple browsers Plan and design a website structure Link within subject matter themes Design a sitemap Create a company information page Create a private policy

Creating Content Write for people, not search engines Avoid duplicate content Use proper keyword density tool Use latent semantic content Keep content correct Optimize non-HTML documents

Creating Communities Search-engine optimized posts Use vBulletin and phpBB Add reviews to website

Building Links Evaluate competition Evaluate Potential Linking Partners Gather Link Intelligence with Open site Explorer Acquire Quality Links Use effective Anchor Text Content Marketing with Guest Blogging Content Marketing with Infographics Encourage Community Participation Request One-way links

Google Analytics Self-learning

Social Media Optimization Network with Facebook Create a Facebook Business Page Generate Leads with Facebook Ads Maximize Exposure with StumbleUpon Microblog with Twitter Build followers with Twitter Search Network with Google+ Grow Professional network with LinkedIn Share Videos on Youtube Generate Traffic with Pinterest Network with WebmasterWorld

Creating Pay-per-click campaigns Learn about Adwords Accounts Create an Adwords Campaign Target your campaign Write effective Ad copy Using Keyword Matching Options Set Bidding strategies Export PPC Reports Track Conversions Using Google Adwords Editor Optimize your account

Optimizing PPC Campaigns through Quality Score Optimization View one’s quality scores Optimize quality score Test Ad Copy Utilize Ad Extensions Test Ad Copy with Advanced Keyword Insertion Using Display Network Targeted campaigns Install remarketing Optimize landing pages

Tracking Results and Measuring Success : Tracking Cycle: Produce, Launch, Measure, Refine Define an SEO campaign and set goals. Discuss your strategy Establish a baseline Proceed with project Collect data Compare baseline to the new data Refine your campaign

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