SEARCH ENGINE OPTIMIZATIOM

NANCY NORIEGA Nn MARKETING INC.

Intro to Search Engine Optimization

Definition

What is Search

DefinitionVariables for Site Ranking Results

What is Search

Search Engine Optimization

With over 250 millions searches every single day and 99% of Internet users saying they use search, this can’t be ignored.

SEO is one of the most misunderstood of online marketing tactics but the one that has some of the greatest benefits.

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Here're five curious facts about web search:•When Internet users look for information, services or products to buy, more than 8 out of 10 rely on search engines, not simple surfing.•85% of these searchers don't click on paid links.•63% of links that are naturally displayed at the top of search engines get clicks.•Being naturally found at the top (due to SEO, not to payment) converts 30% higher ( =  brings 30% more money).

• Over the last year, Pay-per-click (PPC) costs have grown 37%, and they go on rising.

• 6 times more likely to click on the first 3 organic results than on any paid results

• Are of higher quality once they reach your site

Search Engine Optimization

Forrest research reports that over 80% of Internet users reach sites through search (either paid or organic)

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Travel searchers:Spend 6.7 weeks searching78% of travel transactions involve search75% of travelers search before bookingAverage 8.1 searches prior to booking

Search Engine Optimization

Travel category search is up 9.4% this year and search on travel sites is up 43.4%.

Travel Category Searches vs. Searches on Travel Sites

They are looking for deals!

Search Engine Optimization

However, of the $15 billion projected to be spent on search in 2009 only 10% went to organic search.

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Search Engine OptimizationTop 5 To Do’s

Search Engine Optimization

1. No Keyword Research = NO SEO Pick the right keywords and use

them in your content.

SEO Basics

Exercise:

MAKE A LIST OF KEYWORDS

MAKE A LIST OF KEYPHRASESCombine words on list or use new

Generate about 20-40

Exercise: Use search engine databases to refine the list

Free Wordtracker http://freekeywords.wordtracker.comEnter your main keyword, for list of suggestions for popular search terms that contain that particular word or phrase.

Google's Keyword Tool https://adwords.google.com/select/KeywordToolExternal

Select to generate keyword ideas with Descriptive Words or Phrases. Enter a keyword & get a nice list of keywords.

SEO = BEST SPY COMPETITOR SPY

Use a keyword phrase from list and enter in Google Search Field

Up comes top competitor

Copy their URL and go to Google Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal

TRY IT NOW

LIST OF KEYWORDS COMPETITORS USE

VARIATIONS:

MISSPELLED LOVE LOCAL GUY

SHORT LIST YOUR KEYWORDS

USE KEYWORD SOFTWARE

RANK TRACKER TO GENERATE

KEYWORD EFFICIENCY INDEX.

RELEVANCE / COMPETITION / #SEARCHES

Search Engine Optimization

2. Use SEO &user friendly URLs.

SEO Basics

NO UNCLEAR URLs= www.weddinggift.com/?item=32554 ARTICLE/GOODS?

Instead, they could have www.weddinggift.com/silk-linen.html, or www.weddinggift.com/pots.htmlClearly can see what's on the page.

Search Engine Optimization

3. Insure you have unique meta tags for every page of your site (title, descriptors, keywords).

SEO Basics

Meta keyword tags = Brief List for pgs most imp topicsTells robots where to look. Not terribly important but helps ranking.

Here's an example of how a meta tag might look for http://www.weddingchannel.com<meta name="keywords" content="wedding, weddings, wedding gifts, wedding ideas, wedding cards, wedding flowers, wedding Florida">

Now, meta description tag. Gives a brief description of your site. What you see below the links on Search Engines' results pages is often the site's meta description.

Here's how the tag for meta description looks like:<meta name="description" content="Brief description of the contents of your page.">

Search Engine Optimization

4. Insure java code, images and any non-text files have appropriate keyword rich “alt” tags.

SEO Basics

No FRAMES

ROBOTSCAN’T CRAWLPGWELL

NO FLASH – GRAPHIC ANIMATIONS

WHY BAD?

IF HAVE TEXT - SEARCH ENGINES WILL NOT RECOGNIZE IT

ROBOT CRAWLER DOESN’T KNOW HOW TO READ TEXT ON BUTTONS

USE TEXT LINKS INSTEAD OF IMAGES

Landing Page

Choose an existing page•Ck which of your website pages ranks best for your top keyword•At search engine where you want to rank well•Pick top choice to optimize – already ranks ^

Or create a new pg as your landing and optimize it!

where you make an offer they can't refuse

Search Engine Optimization

5. Use off site techniques to increase back-links including: Videos Social media post, including

blogs Directories and bookmarking Online articles Online press releases

SEO Basics

The ProblemWebsites that are lost in the crowd

SOLUTIONS

Comparing Solutions

Search Engine Optimization

Risks

Search Engine OptimizationTips and Examples

Search Engine Optimization Tips and Examples

Amusement Rides

Restaurants

Deals

Admission

Search Engine OptimizationTips and Examples

Some Google Backlink Comparisons

Expedia ……….4,770

Travelocity ………. 2,940 Disney ……….

1,030 Sea World ………. 431 Santa Cruz Boardwalk ………. 114 Lagoon Park ……….

32 Harbour Park ……….

7

Backlinks

Standards for SEO Professional