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SEO Basics for Beginners Guide

This document provides an overview of search engine optimization (SEO). It discusses what SEO is, the SEO process, and technical aspects of SEO like on-site and off-site optimization. It also covers measuring SEO success through increased keyword rankings, traffic, and revenue. Additionally, it discusses the importance of organic search results and how the majority of clicks go to organic listings rather than paid search. Social media optimization on MySpace is also mentioned.

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kmihel
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44 views16 pages

SEO Basics for Beginners Guide

This document provides an overview of search engine optimization (SEO). It discusses what SEO is, the SEO process, and technical aspects of SEO like on-site and off-site optimization. It also covers measuring SEO success through increased keyword rankings, traffic, and revenue. Additionally, it discusses the importance of organic search results and how the majority of clicks go to organic listings rather than paid search. Social media optimization on MySpace is also mentioned.

Uploaded by

kmihel
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
  • What is SEO?
  • Industry Research
  • SEO Process
  • Technical SEO
  • Social Media - MySpace Optimization
  • Measuring SEO Success
  • SEO Tools

SEO Tutorial

Search Engine Optimization


Agenda
 What is SEO
 Industry Research
 SEO Process
 Technical aspects of SEO
 Social Media - MySpace Optimization
 Measuring SEO success
 SEO Tools
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
Where are the Organic Results?

Pay Per Click

Pay Per Click


Organic
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


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%
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


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.
Technical SEO

1. Comprehensive Website Analysis


2. Keyword Research and Analysis.
3. Baseline Ranking report.
4. Competitive analysis in Search Engines.
5. Content Analysis & SEO Copywriting.
6. Analysis of URL structure & information architecture.
7. Analysis of internal linking.
8. Analysis of source code and page layout.
9. Code validation.
10. Search Engine Saturation.
11. Link Popularity Analysis.
12. Link Relevancy & Co-Citation Analysis (Topical Relevancy).
Technical SEO - Example of Page Elements

Site-Side Optimization

Page
Title

Alt-Tags

Anchor Text

Navigation

Link Title Tags


Technical SEO - Source Code

Title Tag
Meta data

Javascript
Social Media - MySpace Optimization
MySpace Marketing and Optimization

1) Getting more targeted friends (sort by demographic


criteria).
2) Leaving “friends” comments.
3) Profile Customization.
4) Sending Bulletins.
5) Sending mass private messages (with banner ad).
6) Writing keyword-rich content with outbound links
containing keyword-rich anchor text.
7) Getting inbound links from websites not on the MySpace
domain.
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.
SEO Toolbox
“The tool is only as good as the people that use it.”
Thank You
Created By
Shimon Sandler

[Link]

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