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Slide 1: Search Engine Optimization SEO Tutorial
Slide 2: Agenda        What is SEO Industry Research SEO Process Technical aspects of SEO Social Media - MySpace Optimization Measuring SEO success SEO Tools
Slide 3: What is SEO ( Search Engine Optimization )?  The process of improving web pages so they rank higher in search engines for your targeted keywords. Internal Link Structure Link Popularity / Relevance Key Factors Crawlability / Optimized Code Content Relevance
Slide 4: Where are the Organic Results? Pay Per Click Organic Pay Per Click
Slide 5: Industry Research – Who gets the clicks? Organic Clicks vs Paid Clicks The vast majority of clicks -- roughly 60 percent, go to organic listings. Source: Enquiro, 2006
Slide 6: Industry Research: Organic SEO is the most popular form of SEM Organic SEO is the most popular form of SEM, with almost three-quarters of advertisers using this method, with paid placement a very close second at 71%
Slide 7: Industry Research & The case for SEO Reasons to conduct SEO • The majority of clicks are going to Organic listings. • SEO is the most popular form of SEM. • SEO provides a high ROI. • Many people don’t go past the 1st page in the Search results. • Users trust the Natural results to be more relevant to their Search query. *Sources: Iprospect Research, eMarketer
Slide 8: SEO Process Step 1: Discuss Business objectives. Step 2: Conduct initial keyword analysis. Step 3: Identify the keyword/landing page combinations. Step 4: Interim Client Approval for Keyword/Landing Pages. Step 5: Baseline Ranking & Traffic reports. Step 6: On-site & Off-site optimization. Step 7: Detailed Recommendation documents. Step 8: Implementation. Step 9: Monitoring and Optimizing: We provide monthly reporting and optimization recommendations. The reporting is compared to the baseline (or previous month’s results) to identify trends and help guide additional adjustments.
Slide 9: Technical SEO 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Comprehensive Website Analysis Keyword Research and Analysis. Baseline Ranking report. Competitive analysis in Search Engines. Content Analysis & SEO Copywriting. Analysis of URL structure & information architecture. Analysis of internal linking. Analysis of source code and page layout. Code validation. Search Engine Saturation. Link Popularity Analysis. Link Relevancy & Co-Citation Analysis (Topical Relevancy).
Slide 10: Technical SEO - Example of Page Elements Site-Side Optimization Page Title Alt-Tags Anchor Text Navigation Link Title Tags
Slide 11: Technical SEO - Source Code Title Tag Meta data Javascript
Slide 12: Social Media - MySpace Optimization
Slide 13: MySpace Marketing and Optimization 1) 2) 3) 4) 5) 6) 7) Getting more targeted friends (sort by demographic criteria). Leaving “friends” comments. Profile Customization. Sending Bulletins. Sending mass private messages (with banner ad). Writing keyword-rich content with outbound links containing keyword-rich anchor text. Getting inbound links from websites not on the MySpace domain.
Slide 14: Measuring SEO success        Keyword Ranking. Website Traffic. Increase in "Share of Traffic" per keyword. Increased Revenue/keyword. Increase in Impressions ( good for Publishers to show advertisers). Lower dependence on Paid Search. Lowering the cost per acquisition.
Slide 15: SEO Toolbox “The tool is only as good as the people that use it.”
Slide 16: Thank You Created By Shimon Sandler www.ShimonSandler.com