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How to get to the TOP? Use SEO! 



Do you want to have hight rankings in search engines? Are you willing to have hundreds of visitors per day on your web site? Do you want to be successful on internet? Then see our presentation and you will know, how large is potential in search engines, you will learn everything important about SEO - Search Engine Optimization.

 

 
 
Tags:  seo  search engine  google  seznam  search engine optimization  search engine marketing  traffic  visitors  rankings  positions  seo expert  seo consultations  seo presentation 
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Slide 1: How to g et to the top? Us e S E O! SEO is a n e ffe c tiv e w a y, h o w to g e t ta rg e te d c us to m e rs to yo u r w e b s ite R a d e k K a rb a n & M ic h a e l M u s e lík
Slide 2: 2 Co n te n t         Ab o u t SEO, w h a t is th a t, h is to ry Ho w Se a rc h En g in e s w o rk Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h Eye tra c k in g s tu d ie s & m a rk e tin g s ta tis tic s (g lo b a l a n d lo c a l) Ca s e s tu d ie s – p a rt 1 SEO p ro c e s s , h o w to o p tim ize m y w e b s ite , e a c h p a rts Ca s e s tu d ie s – p a rt 2 Re v ie w in p o in ts
Slide 3: 3 Ab o u t SEO, w h a t is th a t, h is to ry Wh a t is SEO? • SEO is th e a b b re v ia tio n fo r th e s earch engine optimization. • SEO is a c o lle c tio n o f te c h n iq u e s , h o w to be on the firs t pos itions in th e s e a rc h e n g in e s re s u lts . Wh y a re s e a rc h e n g in e s s o im p o rta n t? • Se a rc h e n g in e s a re th e b ig g e s t re s o u rc e s o f yo u r w e b s ite s tra ffic . • Hig h e r tra ffic m e a n s m o re v is ito rs . • M re v is ito rs m e a n s m o re c u s to m e rs a n d h ig h e r p ro fit. o
Slide 4: 4 Ab o u t SEO, w h a t is th a t, h is to ry Source: www.marimex.cz
Slide 5: 5 Ab o u t SEO, w h a t is th a t, h is to ry Source: www.marimex.cz
Slide 6: 6 Ab o u t SEO, w h a t is th a t, h is to ry Traffic overview 1 4% 22% 2 4% 40% R fe rrin g S s e ite S a rc h E gin e s e n Dire c t Tra ffic PPC So urc e : w w w .d a rk y-js o u -za zitk y.c z
Slide 7: 7 Ab o u t SEO, w h a t is th a t, h is to ry Conversions overview 11% 30% 36% 23% R fe rrin g S s e ite S a rc h E gin e s e n Dire c t Tra ffic PPC So urc e : w w w .d a rk y-js o u -za zitk y.c z
Slide 8: 8 Ab o u t SEO, w h a t is th a t, h is to ry SEO h is to ry • His to ry o f SEO b e g a n in th e m id -1 9 9 0 s , a s th e firs t s e a rc h e n g in e s s ta rt c a ta lo g in g th e We b s ite s . • Site o w n e rs q u ic k ly d is c o v e re d h o w is im p o rta n t to b e o n th e firs t p o s itio n s th e re , b e c a u s e th e y o b s e rv e d s h a rp g ro w in g tra ffic to th e ir s ite s . • An d th is is s till valid.
Slide 9: 9 Ho w Se a rc h En g in e s w o rk s Wh a t a re th e s e a rc h e n g in e s ? • Se a rc h e n g in e s u s e p ro g ra m s , c a lle d bots , robots , s piders o r crawlers th a t g o th ro u g h We b p a g e s , re a d th e m a n d fo llo w lin k s to o th e r p a g e s . • Th e c o n te n t o f w e b p a g e s a re s to re d in s e a rc h e n g in e databa s es . Wh e n yo u s e a rc h a n y te rm s , s e a rc h e n g in e s e e k s o u t th e s e d a ta b a s e s a n d return a p p ro p ria te res ults , b a s e d o n d e fin e d a lg o rith m .
Slide 10: 10 Ho w Se a rc h En g in e s w o rk s
Slide 11: 11 Ho w Se a rc h En g in e s w o rk s Se a rc h a lg o rith m s • Ea c h s e a rc h e n g in e h a s th e ir o w n S earch alg orithms . • Ge n e ra lly, a lg o rith m s ra te fo llo w in g m a in c rite ria :  K yw o rd s p la c e m e n t a n d d e n s ity e  Lin k p o p u la rity  Oth e r ru le s
Slide 12: 12 Ho w Se a rc h En g in e s w o rk s Le g ib ility o f HTM c o d e fo r SE ro b o ts L • Se a rc h e n g in e ro b o ts re a d th e text a n d fo llo w links . • I ro b o ts d o n ‘t s e e a n y te xt, a n y lin k s , th e y c a n ‘t c ra w l f yo u r w e b s ite . Th e y c a n ‘t in d e x yo u r p a g e s in to th e ir d a ta b a s e . • Avoid u s in g o f:  Fla s h w ith o u t HTM a lte rn a tiv e L  Fra m e s  Ja v a Sc rip t d ire c tly in HTM c o d e L
Slide 13: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 13 Ho w d o yo u s e a rc h o n th e in te rn e t? • Pro b a b ly, yo u g o to th e s e a rc h e n g in e , typ e s e a rc h te rm in to th e s e a rc h b o x a n d th e n yo u c lic k o n s e a rc h b u tto n . • I th e re a n yo n e w h o u s e s a n o th e r w a y? s • Ge n e ra lly, m o s t p e o p le g o th ro u g h th e in te rn e t b y th e s ea rch engines .
Slide 14: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 14
Slide 15: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 15
Slide 16: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 16
Slide 17: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 17 Eye tra c k in g s tu d ie s • • s tu d y c o n d u c te d b y s e a rc h m a rk e tin g firm s   En q uiro [e n q u iro re s e a rc h .c o m ] Th e s tu d y fo u n d th a t m o s t v ie w e rs lo o k e d a t re s u lts in a n "F" s h a p e d s c a n p a tte rn , w ith th e e ye tra v e llin g v e rtic a lly a lo n g th e fa r le ft s id e o f th e re s u lts lo o k in g fo r v is u a l c u e s (re le v a n t w o rd s , b ra n d s , e tc ) a n d th e n s c a n n in g to th e rig h t, a s if s o m e th in g c a u g h t th e p a rtic ip a n t's a tte n tio n .
Slide 18: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 18 Eye tra c k in g s tu d ie s • Eye tra c k in g s tud ie s p e rfo rm e d a t Co rn e ll U iv e rs ity b y La ura A. Gra n k a , n Th o rs te n Jo a c h im s a n d Ge ri Ca y. • Th e y u s e d a s a m p le o f un d e rg ra d ua te s tud e n ts in s truc te d to p e rfo rm s e a rc h in Go o g le fo r 3 9 7 q u e rie s o n to p ic s c o v e rin g m o v ie s , tra v e l, m u s ic , p o litic s , lo c a l a n d triv ia .
Slide 19: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 19 Se a rc h s ta tis tic s • 8 4 % o f o n lin e Am e ric a n s h a v e u s e d s e a rc h e n g in e s [P e w  In te rn e t & A m e ric a n L ife P ro je c t, J a n u a ry 2005] • Th e p e rc e n ta g e o f I te rn e t us e rs w h o us e s e a rc h e n g in e s o n a n typ ic a l d a y is 4 9 % in 2 0 0 8 [P e w In te rn e t & A m e ric a n L ife P ro je c t]. • Alm o s t 1 2 Billio n U s e a rc h e s w e re c o n d uc te d in July 2 0 0 8 . .S. [C o m S c o re ]
Slide 20: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 20 Se a rc h s ta tis tic s • A 2 0 0 6 s urv e y b y AOL a n d He n le y Ce n tre , a U re s e a rc h firm , K fo u n d th a t 7 3 p e rc e n t o f re s p o n d e n ts lis te d s e a rc h e n g in e s a s im p o rta n t s o urc e s o f in fo rm a tio n w h e n c o n s id e rin g a p ro d u c t o r s e rv ic e . • A 2 0 0 7 s urv e y b y I te rn e t d a ta firm c o m Sc o re fo u n d th a t 6 0   % o f n c o n s um e rs us e th e We b a s th e ir firs t-lin e to o l to s e a rc h fo r lo c a l b u s in e s s e s • 6 0   % p e rc e n t o f th o s e s e a rc h e rs g o o n to m a k e a p urc h a s e fro m a lo c a l b u s in e s s .
Slide 21: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 21 Se a rc h s ta tis tic s • Re s e a rc h c o n d uc te d b y s e a rc h e n g in e m a rk e tin g firm iPro s p e c t in 2 0 0 6 s h o w e d s e a rc h e n g in e us e rs in c re a s in g ly c lic k in g o n res ults in the firs t pag e o f s e a rc h re s u lts (6 2 % a s c o m p a re d to 4 8 % fo ur ye a rs a g o ). • Th e s a m e s tud y h a s s h o w n th a t fe w e r p e o p le a re w illin g to c lic k o n lis tin g s fro m th e th ird p a g e o f s e a rc h re s u lts (1 0 p e rc e n t c o m p a re d to 1 9 p e rc e n t fo u r ye a rs a g o ).
Slide 22: 22 Pro p o rtio n o f th e Se a rc h e n g in e s Source: ComScore – August 2008
Slide 23: 23 Pro p o rtio n o f th e Se a rc h e n g in e s In the Czech Republic 4% 3% 30% S zn a m e 63% Go o gle C n trum + A s e tla Oth e rs Source: Navrcholu.cz – June 2008
Slide 24: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h
Slide 25: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 25
Slide 26: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 26 iPro s p e c t Se a rc h En g in e U e r Attitu d e s (Ap ril-M y 2 0 0 4 ) s a
Slide 27: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h All traffic sources : seo-expert.cz 1 4% 1 6% 27 35% o rga n ic c pc re fe rra l 35% o th e rs
Slide 28: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h All traffic sources: darky-jsou zazitky.cz 23% 1 4% 22% 41 % re fe rra l o rga n ic cpc d ire ct 28
Slide 29: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h All Traffic Sources : airstop.cz 23% 38% o rga n ic 39% re fe rra l d ire ct 29
Slide 30: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h MONTH OVERVIEW : S ource PPC SEO Vis itors 6531 1 0736 October 24th 2008 - November 2008 23rd 30 S ales 20 71 C os t C os t P er S ale 73 449 3 673 CZ K 5 0 CZ0 0 0K 7 1 0 CZ K CZ K
Slide 31: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 6 MONTH OVERVIEW : November 2006 - April 2007 S ource Ad Wo rd s SEO Vis itors 43703 41 057 S ales 201 209 C os t £9 ,9 9 1 .4 5 £9 0 0 .0 0 C os t P er S ale £4 9 .7 1 £4 .3 1 31 http://www.darrenatkinson.co.uk/articles/cost-effective-seo/
Slide 32: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 32 Th a t is , w h y s e a rc h e n g in e a n d p la c e m e n t th e re a re im p o rta n t fo r yo u r o n lin e b u s in e s s .
Slide 33: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 33 So , w h e re d o yo u w a n t to b e ?
Slide 34: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 34
Slide 35: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 35
Slide 36: 36 Ca s e s tu d ie s
Slide 37: 37 Ca s e s tu d y – w w w .c s fd .c z • Th e b ig g e s t c ze c h m o v ie d a ta b a s e , w h e re yo u c a n re a d th e re v ie w s . We c o n tin u o s ly im p ro v e th is w e b s ite . We d id – – – – SEO a u d it K yw o rd s a n a lyze e U a b ility a u d it s Lin k b u ild in g • •
Slide 38: 38 Ca s e s tu d y – w w w .c s fd .c z All Traffic Sources Search Engines Data from Google Analytics – 18th June 2007 to 23rd November 2008
Slide 39: 39 Ca s e s tu d y – w w w .c s fd .c z Total Conversions Data from Google Analytics – 18th June 2007 to 23rd November 2008
Slide 40: 40 SEO p ro c e s s
Slide 41: 41 Ca s e s tu d y – w w w .a irs to p .c z • Tra v e l p o rta l – s e a rc h in g o f la s t m in u te to u rs , trip s , a irp la n e tic k e ts , a c c o m o d a tio n s a n d s o o n. We d id – – – – – SEO a u d it K yw o rd s a n a lyze e U a b ility a u d it s Co p yw ritin g Lin k b u ild in g •
Slide 42: 42 Ca s e s tu d y – w w w .a irs to p .c z All Traffic Sources Search Engines Data from Google Analytics – 1st October 2007 to 1st October 2008
Slide 43: 43 Ca s e s tu d y – w w w .a irs to p .c z Goal Conversion Rate Data from Google Analytics – 1st October 2007 to 1st October 2008
Slide 44: 44 Re v ie w in p o in ts So , w h a t is im p o rta n t fo r yo u r o n lin e s u c c e s s ? •I e n tify yo u r ta rg e t a u d ie n c e d •Dis c o v e r yo u r c o m p e tito rs •Fin d o u t k e yw o rd s , th a t yo u r ta rg e t a u d ie n c e u s e •Bu ild c o n te n t, s ite s tru c tu re a n d in te rn a l n a v ig a tio n w ith re s p e c t to SEO a n d to im p o rta n t k e yw o rd s •Pu b lic o u ts id e yo u r w e b •Ac q u ire e xte rn a l lin k s to yo u r w e b s ite •M n ito r yo u r tra ffic o •Ev a lu a te re s u lts a n d d o im p ro v e m e n t
Slide 45: 45 SEO Exp e rt, s .r.o .

   
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