SEO TutorialSEO TutorialSearch Engine OptimizationSearch Engine Optimization

AgendaAgenda What is SEOWhat is SEO Industry ResearchIndustry Research SEO ProcessSEO Process Technical aspects of SEOTechnical aspects of SEO Social Media - MySpace OptimizationSocial Media - MySpace Optimization Measuring SEO successMeasuring SEO success SEO ToolsSEO Tools

What is SEO ( Search Engine Optimization )?What is SEO ( Search Engine Optimization )?

The process of improving web pages so they rank higher in search The process of improving web pages so they rank higher in search engines for your targeted keywords. engines for your targeted keywords.

Crawlability / Optimized Code

Internal Link Structure

Link Popularity / RelevanceKey Factors

Content Relevance

Where are the Organic Results?Where are the Organic Results?

Organic

Pay Per Click

Pay Per Click

Industry Research – Who gets the clicks?Industry Research – Who gets the clicks?

The vast majority of clicks -- roughly 60 percent, go to organic listings.

Source: Enquiro, 2006

Organic Clicks vs Paid Clicks

Industry Research: Organic SEO is the most popular Industry Research: Organic SEO is the most popular form of SEMform 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 SEOIndustry Research & The case for 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.

Reasons to conduct SEO

*Sources: Iprospect Research, eMarketer

SEO ProcessSEO Process

Step 1Step 1: Discuss Business objectives.: Discuss Business objectives.Step 2Step 2: Conduct initial keyword analysis.: Conduct initial keyword analysis.Step 3Step 3: Identify the keyword/landing page combinations.: Identify the keyword/landing page combinations.Step 4Step 4: Interim Client Approval for Keyword/Landing Pages.: Interim Client Approval for Keyword/Landing Pages.Step 5Step 5: Baseline Ranking & Traffic reports. : Baseline Ranking & Traffic reports. Step 6Step 6: On-site & Off-site optimization. : On-site & Off-site optimization. Step 7Step 7: Detailed Recommendation documents. : Detailed Recommendation documents. Step 8Step 8: Implementation.: Implementation.Step 9Step 9: Monitoring and Optimizing: We provide monthly : Monitoring and Optimizing: We provide monthly

reporting and optimization recommendations. The reporting reporting and optimization recommendations. The reporting is compared to the baseline (or previous month’s results) to is compared to the baseline (or previous month’s results) to identify trends and help guide additional adjustments. identify trends and help guide additional adjustments.

Technical SEOTechnical SEO

1.1. Comprehensive Website Analysis Comprehensive Website Analysis 2.2. Keyword Research and Analysis. Keyword Research and Analysis. 3.3. Baseline Ranking report. Baseline Ranking report. 4.4. Competitive analysis in Search Engines. Competitive analysis in Search Engines. 5.5. Content Analysis & SEO Copywriting. Content Analysis & SEO Copywriting. 6.6. Analysis of URL structure & information architecture. Analysis of URL structure & information architecture. 7.7. Analysis of internal linking. Analysis of internal linking. 8.8. Analysis of source code and page layout. Analysis of source code and page layout. 9.9. Code validation. Code validation. 10.10. Search Engine Saturation.Search Engine Saturation.11.11. Link Popularity Analysis. Link Popularity Analysis. 12.12. Link Relevancy & Co-Citation Analysis (Topical Relevancy).Link Relevancy & Co-Citation Analysis (Topical Relevancy).

Page Title

Alt-Tags

Link Title Tags

Site-Side Optimization

Technical SEO - Example of Page Elements

Anchor Text

Navigation

Technical SEO - Source Code

Title Tag

Javascript

Meta data

Social Media - MySpace OptimizationSocial Media - MySpace Optimization

MySpace Marketing and OptimizationMySpace Marketing and Optimization

1)1) Getting more targeted friends (sort by demographic Getting more targeted friends (sort by demographic criteria).criteria).

2)2) Leaving “friends” comments.Leaving “friends” comments.3)3) Profile Customization.Profile Customization.4)4) Sending Bulletins.Sending Bulletins.5)5) Sending mass private messages (with banner ad).Sending mass private messages (with banner ad).6)6) Writing keyword-rich content with outbound links Writing keyword-rich content with outbound links

containing keyword-rich anchor text.containing keyword-rich anchor text.7)7) Getting inbound links from websites not on the MySpace Getting inbound links from websites not on the MySpace

domain. domain.

Measuring SEO successMeasuring SEO success

Keyword Ranking.Keyword Ranking. Website Traffic.Website Traffic. Increase in "Share of Traffic" per keyword. Increase in "Share of Traffic" per keyword. Increased Revenue/keyword. Increased Revenue/keyword. Increase in Impressions ( good for Publishers to Increase in Impressions ( good for Publishers to

show advertisers). show advertisers). Lower dependence on Paid Search.Lower dependence on Paid Search. Lowering the cost per acquisition. Lowering the cost per acquisition.

SEO ToolboxSEO Toolbox“The tool is only as good as the people that use it.”

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Created ByCreated ByShimon SandlerShimon Sandler

www.ShimonSandler.com