Tune Up Your Site for Search Engines
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Tune Up Your Site for Search Engines provides a detailed survey of the best search engine optimization techniques a website owner can use to improve their search rankings.
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Tune Up Your Site for Search Engines
- 1. Tune Up Your Sitefor Search EnginesJune 24, 2010
- 3. Principal of Eight Trails
- 5. Principal of Eight Trails
- 6. Smarter websites and online marketingFormer star of silver screen
- 8. Principal of Eight Trails
- 9. Smarter websites and online marketing20+ years advertising and marketing Interactive director Creative director Writer Led the design and development of more than 50 websites
- 10. Tune Up Your Sitefor Search Engines Today’s agenda
- 11. What Is SEOand Why Does It Matter?
- 12. What is SEO? AKA Search Engine Optimization, Search Optimization Improvements to your website – and related to your website – that improve your site’s ranking in search engines
- 18. Why Does SEO Matter? When someone does a search, they have communicated that they are interested, motivated, and engaged
- 19. Why Does SEO Matter? 60% of consumers use the Internet as their first-line tool to search for local businesses Source: comScore 2007 Search Report
- 20. Why Does SEO Matter? 60% of those searchers go on to make a purchase Source: comScore 2007 Search Report
- 21. Find those potentialcustomers while they’reactively searching foryour product or service!
- 22. SEO vs PPC SEO or Search Engine Optimization helps you with your organic or natural search rankings PPC, Pay Per Click, or Paid Search is not affected by what you do with SEO
- 27. Top 10 Rank is Critical Source: http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htm
- 28. What is Google’s Purpose? To deliver useful, relevant results to their searchers
- 29. What determines your rank? It’s all about relevant results for searchers On-site factors, such as Page title Text Headings Off-site factors, especially In-bound links
- 31. Optimizing is a 5-Step Process Keyword research Site updates Submit to search engines and directories Build links Measure and adjust
- 32. Step 1: Keyword Research Keyword – A word or series of words that a search engine user types into the search box
- 33. Step 1: Keyword Research Generate a seed list Ask your customers Ask your front-line employees Look at analytics or server logs Use tools to expand your list Evaluate and rank your keywords by High search volume High relevance Low competition
- 34. Sample Seed List Bike Bicycle Mountain bike Hardtail Full suspension Cannondale Trek Yeti Gary Fisher Flagstaff Arizona Reviews Ratings
- 35. Evaluate Search Volume Get search volume estimates Google Keyword Tool adwords.google.com/select/KeywordToolExternal Wordtracker freekeywords.wordtracker.com Keyword Discovery www.keyworddiscovery.com/search.html
- 37. Evaluate Relevance Are the people who search for that keyword likely to be buyers?
- 38. Evaluate Relevance The more precise the search, the closer they are to buying: Bicycles Mountain bikes Mountain bike reviews Cannondale mountain bike Cannondale hardtail Cannondale F3 Caffeine Cannondale F3 Caffeine Phoenix
- 39. Evaluate Competition You can’t be number 1 for everything Use long tail keywords
- 41. Select Your Keywords Start with a manageable number – 10-20 – these are your Target Keywords Match the Target Keywords to relevant pages of your site One keyword per page
- 42. Step 2: Optimize Your Site Focus on content Fix the major problems Get help with the tougher things
- 43. Content – Visible Domain name Page title URL Headings – H1, H2, H3 Text Internal links
- 46. Content – Hidden Keywords Description Image alt tags
- 47. Structure Separation of content and presentation Important stuff first Text-based navigation
- 51. Don’t build your site in Flash!
- 54. Other On-Site Factors Currency of content Site map Custom error page Robots.txt
- 55. Off-Site Factors Inbound links Domain authority Quality of anchor text Bad Better
- 56. Step 3: Submit Your Site Search Engines Google Bing Directories Yahoo Open Directory (dmoz.org) JoeAnt Business.com
- 57. Step 4: Link Building Blogs Forums Press Releases Don’t buy links Don’t bother with link exchanges Most social media sites use “nofollow” tags so they don’t help your site get better ranking
- 59. Step 5: Measure Google Analytics Referrers Search terms Authority Labs Position monitoring
- 61. Adjust Getting to the top takes time SEO never stops Give it a few months to see results Adjust and refine regularly based on what you measure
- 62. Resources EightTrails.com SEOmoz.com SEObook.com SearchEngineLand.com
- 63. Questions? Comments? Ed Tankersley EightTrails.com ed@eighttrails.com @EightTrails 602-361-2001
Notas del editor
- Make sure signup sheet is circulating.
- Makesure signup sheet is circulating.
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- Agenda:Overview of what search engine optimization is and why it’s importantKey factors that influence rankingHow you can optimize your website for those factors
- Be here by 11:40
- SEO is a branch of Search Engine Marketing (change slide)
- SEM has two branches (change)
- We’re not going to talk about PPC today, as our focus is SEO. SEO also has two main components (change)
- On-site optimization and off-site optimization, which each can be further broken down (change)
- That’s a lot of material, but I wanted to give you a sense of the big picture. Now, let’s crop the picture a bit (change)
- Today, we’re only talking about SEO, and we’re going to focus on the things you can do on your own website – the on-site optimization – to improve your search ranking. I will cover a bit about off-site optimization at the end, though. (change)
- Let’s look at the difference between natural or organic search results – which we can affect with search engine optimization -- and pay per click, which we can’t. (change)
- BE HERE BY 12:00
- BE HERE BY 8:40
- See how my eyes are looking straight down at the page heading?
- BE HERE BY 12:30