* 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.
Crawlability / Optimized Code
Internal Link Structure
Link Popularity / Relevance
Key Factors
Content Relevance
Where are the Organic Results?
Organic
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 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
* 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
Technical SEO
* Comprehensive Website Analysis
* Keyword Research and Analysis.
* Baseline Ranking report.
* Competitive analysis in Search Engines.
* Content Analysis & SEO Copywriting.
* Analysis of URL structure & information architecture.
* Analysis of internal linking.
* Analysis of source code and page layout.
* Code validation.
* Search Engine Saturation.
* Link Popularity Analysis.
* Link Relevancy & Co-Citation Analysis (Topical Relevancy).
Social Media – MySpace Optimization
MySpace Marketing and Optimization
* Getting more targeted friends (sort by demographic criteria).
* Leaving “friends” comments.
* Profile Customization.
* Sending Bulletins.
* Sending mass private messages (with banner ad).
* Writing keyword-rich content with outbound links containing keyword-rich anchor text.
* 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.
Popularity: 22% [?]
Tags: Pay per click, Promotion, search engine, Search Engine Optimization, Web search engine
