Slide 1: Search Engine Optimization The process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.
SEO
Slide 2: Overview
• • • • • Relative and Searchable Content Domain Information Search Engine Indexing Blog (fresh content) Social Media Ecosystem
Slide 3: Content
• Well structured and organized copy
– Contains headers and sub-headers (break it up) – Copy blocks contain relevant high-impact keywords – Lists (ordered and not) are important to search engines
• Unique and concise metadata
– – – – Unique titles with Page name first (best for book marking) Keywords limited to 14ish Description limited to 150 characters All images/graphics have meta data (alt or title)
Slide 4: What we don’t do!
1. Do n 't le t it ta k e th e pa s s io n o u t o f o u r We b c o py
(just because we have to use certain words doesn't mean we have to sound flat)
Content
1. Do n 't le t it tu rn We b c o py in t o b ro c h u re c o py
(they're two separate mediums and should be treated that way)
1. Do n 't le t it k e e p t h e s it e c o n t e n t fro m w o rk in g w it h t h e s it e v is u a ls
(work with the artist and programmer to find ways to keep it SEO friendly and compelling)
Slide 5: Domain Info
• Registration
– Length of registration is most important “give SEO time” – SEM important for micro sites or young domains!
• Server configuration
– 301 redirects are a permanent way to forward traffic – 404 landing pages with more relevant information
Slide 6: Search Engine Indexing
• Natural or “Organic” Results
– Placement is the most important marketing tool Heat Maps
• Submissions to the 3 giants
– Google http://www.google.com/webmasters/ – Yahoo http://siteexplorer.search.yahoo.com/ – MSN http://webmaster.live.com/
These 3 search engines make up 95% of web traffic today
Slide 7: Blogging
• Up to date information
– Search Engines love “new content” – Allows users to subscribe via feed reader – Make it visible via RSS feed FeedBurner
• Blogosphere
– Blogroll – linkbacks - backlinks
• Blog Search Engines
– Bloglines – Blogscope – Technorati – Google Blog Search
Slide 8: Social Ecosystem
Del.icio.us – social (book marking) link sharing Digg – social article sharing (blog book marks) Facebook – social networking platform (personal websites) Twitter – micro-blogging platform with discussion capabilities Flickr– image sharing social networks Youtube – video sharing social networks Slideshare – presentation sharing social networks
