1. SEO Part 1 Search Engine Marketing Chapter 5 Instructor: Dawn Rauscher

2. Organic vs. Paid 70-90% of users click on Organic first

3. SEO Search Engine Optimization Companies often choose keywords they want to rank but not keywords the customer used

4. New SEO - Analytics Allows companies to manage SEO according to business goals Analytics shows you which keywords bring visitors to your site Goal - #1 in Search Engine Measure success by showing an increase in leads, conversions, or sales

5. Search Engines

6. Google, Yahoo, Bing In November 2010, Google accounted for more than two-thirds – 66.2 percent – of organic searches in North America Yahoo! and Bing now accounts for as much as 28.2 percent of organic searches in that same period. Remember that Bing is now powering all Yahoo! search results in the US and Canada

7. Concentration Build pages for Google If you do well with Google, you will be fine with Yahoo and Bing Specialty Search Engines - http://info.vilesilencer.com/

9. What do search engines want? Types of Searches –Navigational Searching for the official website for an organization, company, office, or a person –Informational You are searching for information. You want to learn about a subject or how to perform a task –Transactional You are searching to get something. Buy a product, hear a song, watch a video, download PDF

10. Navigational Use company name. Most likely you will be at the top

11. Informational Google will show pages with the best information about that topic. Need to have authoritative information on your site Pages with not-very-useful information will not show up for a search query

12. Transactional Buy a product or get a service Google shows the most credible vendor or supplier for an item. To rank high, your site should be a reliable merchant.

13. Google Rank Algorithms, Quality Raters, Statistics First Ranking - Official sites –Country, government office, organization, company, city, or a person

14. Second Rank Pages with information –Comprehensive, high quality, authoritative –Neutral, factual –Not too broad, not too detailed –Wikipedia and Encyclopedia articles rank highly

15. Third Rank Pages that are Relevant –Page matches the user’s search Page answers an aspect of search Page has useful details, partial information

16. Keep in Mind… Official Informational Relevant

17. What Lowers Ranking? Offering information with registration Erotica on page Methods to mislead search engines

18. Offering information - must register Free download Free PDF Free Book

19. Information on Site If Website is informative -- offer complete information Original manufacturer of items has advantage. Create landing pages that show you produce the products Reseller -- write informative pages so you can rank higher than your competitors

20. Erotica on page Labeled as porn Example -- many pictures but one is provocative the whole page will be labeled as porn

21. Misleading the search engines Page will be marked as webspam Keyword stuffing Content text from wikipedia or other sites

22. Languages Always write in your language and add a copy of the page in English for the rest of the world Google always shows pages in English for the results of a search in another language

23. Quality Raters Work from home all over the world Lists of terms to search and websites to visit Official, Informational, Relevant? Not relevant, spam, porn?

24. Good Content Be Authoritative Make it clear that your site is official –City –Organization –Company –Person Offer Expert Information –Write a page that fully answers what someone wants to know Google wants you to add to the conversation

25. SEO Methods Internal architecture Keyword research USP Meta Tags Body Tags Sitemaps

26. Google Spider If all pages are linked to each other, the spider will not know what the site is about. Linking structure is modified to turn the website into several sets of pages People can browse AND the search engines can index the site

27. Mask Links Search engine should not be able to hop from one section of website to another Mask the links to the other sections Spider sees only the pages in the section and nothing else

28. NoFollow Attribute Visit my koi website http://www.koi-planet.com/ The link is clickable No follow tells the search spider to ignore it Google Information http://www.google.com/support/webmas ters/bin/answer.py?answer=96569

29. Getting Started Create a list of your major products or services Each product/service should have a collection of pages that belong Main page and several subpages Collection of pages should fit into a theme about that product

30. Koi Food Example Main Page states the USP Subpages –Food for fingerling koi –Active koi –Senior koi –Nursing koi –Comparison –How to make your own food

31. About Us Silo Contact Information Maps Key Team History of the Company Information for Investors Press Releases

32. SEO on Main Pages Entrance pages -- sorted by traffic Focus on these entrance pages –Home Page –Product Pages –Service Pages –FAQ’s –Support Page –Contact Us Page

33. Internal Architecture

34. Sitemaps List the pages at a website Two types –HTML –XML

35. HTML Sitemaps HTML Sitemaps are for people Overview of site -- roadmap of site Not useful for SEO Useful for visitors

36. HTML Sitemap Tips Create a plain-text sitemap that lists the significant pages at your site. You do not need to list every page. Link to the sitemap on homepage Google’s Limit – 99 links – Pages get a lower rank Create multiple sitemaps –Divide by themes

37. XML Sitemaps Not meant to be read by people Long list of URL’s with information about the files Webmasters create an XML file that contains a list of all pages

38. XML Sitemaps Fewer than 500 pages http://www.xml-sitemaps.com/ Larger Sites http://gsitecrawler.com/

39. Submit XML Sitemap Google http://www.google.com/webmasters/tools/ Yahoo http://siteexplorer.search.yahoo.com Microsoft http://webmaster.live.com

40. Google Webmaster Tools Improve SEO Refer to handout for instructions on how to use the Google Webmaster Tool

41. Site: Search If your site is displayed as a result when you perform a Google site search for your URL, then it's included in our index. Example: site:fvcc.edu

42. Verify your domain name ranks Example www.fvcc.eduwww.fvcc.edu in a Google Search