search engine optimization

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What is SEO?

• SEO Search Engine Optimization
• Refers to the process of optimizing both the on
  page and off-page ranking factors in order to
  achieve high search engine rankings for targeted
  search terms.
• Refers to the industry that has been created
  regarding using keyword searching a a means of
  increasing relevant traffic to a website

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Examples popular search engines
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SEO strategies/techniques

• 1. Domain name strategies- domain names are
  traffic magnets 63 million domain names
  registered 4.7 million domain names registered
  1st quar 2004- choose a domain name that will
  increase your search engine ranking. How? -
  simple, short, no hyphens, no numbers- use
  keywords, common words, advertising terms,
  product names- choose a keyword that is
  important for your business

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• 2. Linking strategies
• - the more inbound links the higher the SE
  ranking - if the site linking to you is already
  indexed, spiders will also receive your site -
  quality of inbound links is critical - how to
  increase links a) good content b) good outbound
  links c) target a list of sites from which you
  can request inbound links - links for the sake
  of links can damage your search rankings.
• Link relevancy is critical in getting
  your site indexed by search engines
• A small number of inbound links from high
  quality, relevant sites is more valuable than
  many links from traffic, irrelevant sites

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• 3. Keywords
• - important in optimizing rankings- keywords
  are words that appear the most in a page- the
  spider chooses the appropriate keywords for each
  page, then sends them back to its SE - your web
  site will then be indexed based on your keywords
  - can be key phrases or a single keyword- do
  not use common words eg the and of spiders
  ignore them- write keyword-rich text- balance
  keyword-rich and readability - always have text
  in your page at least 100 words

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• 4. Title tags - important in optimizing rankings
  - the first thing that a search engine displays
  on a search return - must keywords in title to
  be ranked no. 1- should have the exact keyword
  you use for the page- every single web page must
  have its own title tag - you can use up to 65
  characters eg EBayhttp//www.ebay.com/ (title is
  littered with keywords)
• 5. Meta description tags - the next important-
  displayed below the title in search results- use
  dynamic, promotional language- use keywords

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• Meta keywords tags - no longer carry weight
  with major SEs- a myth that meta keywords alone
  affect rankings
• 6. Alt tags - include keywords in your alt tags
• 7. Submit your website to SEs for indexing-
  submit your site to search engine directories,
  directory sites and portal sites - indexing
  takes 1 wk to 3 months

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Why search engine marketing is necessary?

• An important aspect of SEO is making your website
  easy for both users and search engine robots to
  understand although search engines have become
  increasingly sophisticated.
• This still cant see and understand a web page
  say a human can. SEO helps the engine figure out
  what each page about and how it may be useful for
  users.

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Keyword research

• Keyword research is one of the most important
  valuable and high return activities in the search
  marketing field.
• Ranking for the right keywords can make or brake
  your website by researching your markets keywords
  domain you cant only learn which terms and
  phrases to target with SEO. But also learn more
  about your customers as a whole.
• Its not always about getting visited to your site
  but about getting the right kind of visitors. The
  usefulness of this intelligence can't be
  overstated with keyword research you can predict
  shifts in demand.
• Respond to changes market conditions and produce
  the products, services and content that web
  searchers are actively seeking.

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What is SEO algorithm?

• Top Secret! Only select employees of a search
  engines company know for certain
• Reverse engineering, research and experiments
  gives SEOs (search engine optimization
  professionals) a pretty good idea of the major
  factors and approximate weight assignments
• The SEO algorithm is constantly changed, tweaked
  updated
• Websites and documents being searched are also
  constantly changing
• Varies by Search Engine some give more weight
  to on-page factors, some to link popularity

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SEO Effectiveness
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Important?

• 80 of consumers find your website by first
  writing a query into a box on a search engine
  (Google, Yahoo, Bing)
• 90 choose a site listed on the first page
• 85 of all traffic on the internet is referred to
  by search engines
• The top three organic positions receive 59
  percent of user clicks
• Cost-effective advertising

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• Thanks