Search Engine Optimization and Placement presentation. Covers topics from "Before you start" to "After you build your site".

1. Search
Engine
Optimization
Giovanny Gutierrez
Saturday, May 8, 2010

2. Search Engine Optimization
Introduction
Saturday, May 8, 2010

3. Search Engine Optimization
Target Audience
• Webmasters
• Art directors
• Business owners
• Programmers
• Marketing & sales professionals
• Teachers & students
Saturday, May 8, 2010

4. Search Engine Optimization
Breakdown
Before you build
Building better Web pages
Page design workarounds
After your site is built
What not to do
Saturday, May 8, 2010

5. Search Engine Optimization
“If you’re out of site,
you’re out of mind.”
Saturday, May 8, 2010

6. Search Engine Optimization
Before
You Build
Saturday, May 8, 2010

7. Search Engine Optimization
Search Linking Rings
Saturday, May 8, 2010

8. Search Engine Optimization
Search Linking Rings
Searches
Saturday, May 8, 2010

9. Search Engine Optimization
Search Linking Rings
Searches Web Pages
Saturday, May 8, 2010

10. Search Engine Optimization
Search Linking Rings
Searches Search Engines Web Pages
Saturday, May 8, 2010

11. Search Engine Optimization
Search Linking Rings
Keywords Keywords
(No Control) (Control!)
Searches Search Engines Web Pages
Saturday, May 8, 2010

12. Search Engine Optimization
• Why search engine visibility is
important
• Understanding the search services
• Search engines
• Web directories
• Research your competitors
• Alexa.com
Saturday, May 8, 2010

13. Search Engine Optimization
“It takes how long?”
• Train your boss, clients, etc...
• Patience is success
• Trial and error
• Learning curve
• Research
Saturday, May 8, 2010

14. Search Engine Optimization
“SEM Benefits”
• Search engines represent a very unique
medium, which allows you to precisely target
an interested audience.
• In other media, the audience is looking at
something, and your advertisement is a
distraction.
• Searchers are looking for something, and are
far more likely to respond to an appropriately
targeted offer.
Saturday, May 8, 2010

15. Search Engine Optimization
“SEO - Pros”
• Leverage your site’s natural advantages –
content, popularity, linking relationships
• Can deliver substantial benefits at a very low
cost, especially for a “content rich” site
• Requires minimal ongoing activity for most
sites
• Initial investment in SEO can pay off for years
to come
Saturday, May 8, 2010

16. Search Engine Optimization
“SEO - Cons”
• SEO influences, but does not control, the
search engine results - there are no guarantees.
• Delayed results - after the initial SEO effort,
expect to wait at least 2-3 months for traffic.
• Some modifications to site are required; A
professional SEO consultant can help find the
best path to results and ROI.
• Poorly executed SEO campaigns can lead to
search engine penalties and long term harm to
the organization’s online presence.
Saturday, May 8, 2010

17. Search Engine Optimization
“PPC - Pros”
• Predictability - maintain control of costs,
operate under a fixed or variable budget.
• Immediate and predictable results - start
advertising today, get traffic today.
• Geo-targeting: the ability to restrict advertising
to local markets, or to different geo regions.
• Tracking ROI is relatively easy. Feedback from
PPC campaign results drives ROI higher over
time, and can even help with SEO strategy.
• With a well designed site in place, minimal
changes are required - just add landing pages.
Saturday, May 8, 2010

18. Search Engine Optimization
“PPC - Cons”
• ROI is heavily dependent on the ability to
convert traffic into sales.
• Requires an ongoing commitment to measuring,
managing, and refining the campaign.
• Traffic can be brought in immediately, but
optimizing and refining a campaign takes time.
• Depending on the scope of the campaign,
developing creatives can be expensive.
• PPC may be more expensive than SEO,
effective PPC campaigns can cost less.
Saturday, May 8, 2010

19. Search Engine Optimization
“SEM Process”
Business Assessment
Keyword Research and Selection
Pay-Per-Click
Website Optimization
Link Building
Saturday, May 8, 2010

20. Search Engine Optimization
Building
Better
Web Pages
Saturday, May 8, 2010

21. Search Engine Optimization
“If you build it,
they will come.”
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22. Search Engine Optimization
Text Component
• Text must be visible, copy & paste
• Headings
• Body Copy
Saturday, May 8, 2010

23. Search Engine Optimization
Text Component
• Keyword placement
• Title tag (5-10 words)
• Meta tags
• Meta revisit
• Broad keywords - use phrases
• Geo-targeted keywords
Saturday, May 8, 2010

24. Search Engine Optimization
Text Component
• Body text
• Calls to action
• Headings
• Alternative text
• File names
• Keyword density
Saturday, May 8, 2010

25. Search Engine Optimization
Link Component
• Hypertext links
• Absolute vs. relative links
• Javascript
• Image maps
• Drop-down menus
• Dynamic generated URLs
• Sitemap
Saturday, May 8, 2010

26. Search Engine Optimization
Popularity Component
• Link popularity
• Industry specific sites
• Local search engines
• Professional associations
• Education institutions
• Click-thru popularity
• Sponsored Links
Saturday, May 8, 2010

27. Search Engine Optimization
“No Search
Engine is an
Island.”
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28. Search Engine Optimization
Saturday, May 8, 2010

29. Search Engine Optimization
Tools of the Trade
• Google Adwords/Suggests
• Word tracker
• Visual thesaurus
• Marketleap.com
• Web searches and who is
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30. Search Engine Optimization
Page Design
Workarounds
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31. Search Engine Optimization
• External Scripts
• Javascript/DOM
• External CSS
• No Frames
• <noscript> & <noframes> tag
• No Splash pages
• No Flash sites
• siFR
• Dynamic Web Pages
Saturday, May 8, 2010

32. Search Engine Optimization
After Your
Site Is Built
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33. Saturday, May 8, 2010

34. Search Engine Optimization
“Become an
active web user,
not a passive
user.”
Saturday, May 8, 2010

35. Search Engine Optimization
Popularity Component
• SEO/PPC
• Paid submissions
• Blog
• Social Media
Saturday, May 8, 2010

36. Search Engine Optimization
Submission Checklist
• Broken links?
• Contact info?
• Validated?
• Privacy & return policy & guarantee?
• Current copyright notice?
• Unnecessary plug-ins?
• Site map/robots.txt?
Saturday, May 8, 2010

37. Search Engine Optimization
Submission Checklist
• Optimized graphics?
• Spell checked content?
• Add tracking?
• Narrow & regional keywords?
• Unique titles?
• External Javascript & CSS?
Saturday, May 8, 2010

38. Search Engine Optimization
Submission Checklist
• Monitoring your site
• Top referring URLs
• Top search phrases
• Top entry pages
• Top paths’ through site
• Google analytics & Webmaster tools
• Heat map
• Ex: Crazyegg.com
Saturday, May 8, 2010

39. Search Engine Optimization
What NOT
To Do
Saturday, May 8, 2010

40. Search Engine Optimization
• Spamdexing
• Unrelated keywords (Britney, sex)
• Keyword stacking/stuffing
• Hidden text, tiny text & hidden links
• Link farms/Web rings
• Page swapping/jacking & redirects
Saturday, May 8, 2010

41. Thank You
www.SERankr.com
Saturday, May 8, 2010