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Search Engine Optimization
By: Mikhail Bell
Agenda
 Vocabulary and definitions
 Applications
 Resources
Vocabulary and Definitions
A Brief History
 Approaching 3.5 billion
Internet users
 SEO and social media
 ICANN and Top Level
Domains (TLDs)
o .Com (old)
o .Android (new)
o .College (new)
o .YouTube (new)
Internet Searches the World Over
Vocabulary
 SEO
 SERP
 Keywords
 Inbound traffic
 Backlinks
 Link authority
SEO
Search engine optimization (SEO) is a methodology
of strategies, techniques and tactics used to increase
the amount of visitors to a website by obtaining a
high-ranking placement in search results page of a
search engine (SERP).
Source: Webopedia
The Anatomy of SEO
 Relevance
o Images, video and text on the
site
o Are you in the search results?
o Are you positioned for close
but imperfect searches?
 Popularity
o By positioning (bidding) or
scarcity (few people using
term)
 Goal: increase ranking
for specific keywords
and phrases
Search
term
Crawlers
Indexed
pages
Search
results
Repeat
Factors (Google)
 Site and page quality
 Page activity
o Site traffic
o Frequency of publication
 User context (Pigeon July 2014)
 Overall search trends and behavior
 Domain length and age
 Titles with keywords
 Duplicate content
 Top paragraph keyword mentions
 Exact Match Domain (EMD)
Factors (Google)
Applications
Writing for Websites
 Clear titles and definitions
 Link to credible, well-trafficked sources multiple
times
 Properly tag images and embedded video
 Write for the user first
 Include breaks in text
 Always use new copy for new pages
 Make it local
Examples
 Causes of death (Search result)
 Health Affairs (Search result)
 Mashable (Article breaks)
 Jim Croce (Video in search)
 Kathy Greenlee (Image tags)
 Jimmy Johns (Localized results)
Causes of Death
Health Affairs
Jim Croce
Wheres Asst. Sec.
Greenlee?
Jimmy Johns
Writing Effective Copy
Sample Titles 5 Points
 How to
 Why Do Physicians?
 What [insert topic]
Means for [group]
1. Avoid punctuation
2. Title
3. Body
4. Images
5. Video
Paid vs. Organic Search
What is Search Engine Optimization (SEO)?
Paid vs. Organic Search
Stats
 90% of users do not look
beyond the 3rd page
 87% of search traffic is
organic
 Perception: 36%
believe top sites are
best brands
 Users change terms,
not search frustration
Paid vs. Organic Search
Paid
 Pay-per-click ads (SEM)
 Multivariate analysis
 A/B testing
 More control over clicks
through to website
 Google AdWords
 Google AdSense
Paid vs. Organic Search
Organic
 Inbound traffic
 Strong keywords
 Link authority
 80-90% of all page
clicks
Resources
 The art of living is more like
wrestling than dancing.
Marcus Aurelius
Tips
1. Build your network before you need it
2. Listen to your community, use data to decide
3. Bring allies into your strategy by sharing regularly
Resources
 Search Engine Land
 Search Engine Watch
 Search Engine Journal
 Moz.com/blog
Questions?

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What is Search Engine Optimization (SEO)?

  • 2. Agenda Vocabulary and definitions Applications Resources
  • 4. A Brief History Approaching 3.5 billion Internet users SEO and social media ICANN and Top Level Domains (TLDs) o .Com (old) o .Android (new) o .College (new) o .YouTube (new)
  • 6. Vocabulary SEO SERP Keywords Inbound traffic Backlinks Link authority
  • 7. SEO Search engine optimization (SEO) is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in search results page of a search engine (SERP). Source: Webopedia
  • 8. The Anatomy of SEO Relevance o Images, video and text on the site o Are you in the search results? o Are you positioned for close but imperfect searches? Popularity o By positioning (bidding) or scarcity (few people using term) Goal: increase ranking for specific keywords and phrases Search term Crawlers Indexed pages Search results Repeat
  • 9. Factors (Google) Site and page quality Page activity o Site traffic o Frequency of publication User context (Pigeon July 2014) Overall search trends and behavior Domain length and age Titles with keywords Duplicate content Top paragraph keyword mentions Exact Match Domain (EMD)
  • 12. Writing for Websites Clear titles and definitions Link to credible, well-trafficked sources multiple times Properly tag images and embedded video Write for the user first Include breaks in text Always use new copy for new pages Make it local
  • 13. Examples Causes of death (Search result) Health Affairs (Search result) Mashable (Article breaks) Jim Croce (Video in search) Kathy Greenlee (Image tags) Jimmy Johns (Localized results)
  • 19. Writing Effective Copy Sample Titles 5 Points How to Why Do Physicians? What [insert topic] Means for [group] 1. Avoid punctuation 2. Title 3. Body 4. Images 5. Video
  • 22. Paid vs. Organic Search Stats 90% of users do not look beyond the 3rd page 87% of search traffic is organic Perception: 36% believe top sites are best brands Users change terms, not search frustration
  • 23. Paid vs. Organic Search Paid Pay-per-click ads (SEM) Multivariate analysis A/B testing More control over clicks through to website Google AdWords Google AdSense
  • 24. Paid vs. Organic Search Organic Inbound traffic Strong keywords Link authority 80-90% of all page clicks
  • 26. The art of living is more like wrestling than dancing. Marcus Aurelius
  • 27. Tips 1. Build your network before you need it 2. Listen to your community, use data to decide 3. Bring allies into your strategy by sharing regularly
  • 28. Resources Search Engine Land Search Engine Watch Search Engine Journal Moz.com/blog

Editor's Notes

  • #6: Date added: May 2015
  • #8: He who defines the tern
  • #9: (Charles Ryder)
  • #10: Source: http://www.google.com/intl/en/insidesearch/howsearchworks/thestory/index.html Source: Backlinko Over 200 total factors
  • #11: Source: SEOMoz.com
  • #18: Images
  • #19: Local search
  • #21: Take a break
  • #23: Source: eMarketer and iProspect
  • #27: Writing good copy and improving ranking can be the same way.
  • #28: Source for #1: Dan Schwabel