eMarketing Techniques Conference Seo 101may 2

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Information about eMarketing Techniques Conference Seo 101may 2

Published on May 9, 2008

Author: kedc

Source: slideshare.net

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Dave Goebel of the Goebel and Jon Inama of Pilot Fish, discuss the basics of Search Engine Optimization at the eMarketing Techniques Conference at Corporate College. Brought to you by the Key Entrepreneur Development Center.

May 2, 2008 Corporate College East Dave Goebel John Inama SEO 101 J

Who is Cleveland SEO? ClevelandSEO.com was created to feature the exceptional talent Cleveland has to offer in the search engine marketing arena. Greater Cleveland has a good number of industry experts that speak both nationally and internationally. Coming to ClevelandSEO.com assures you that you are being exposed to the best our industry has to offer. D

ClevelandSEO.com was created to feature the exceptional talent Cleveland has to offer in the search engine marketing arena.

Greater Cleveland has a good number of industry experts that speak both nationally and internationally.

Coming to ClevelandSEO.com assures you that you are being exposed to the best our industry has to offer.

Who is Goebel Group Inc. We consult on how to use search to increase productivity Google, Yahoo, MSN Internet Marketing PR, Email, Surveys Enterprise Search Intranet, Website, and Desktop Clients in North America, Europe Speaker [email_address] D

We consult on how to use search to increase productivity

Google, Yahoo, MSN

Internet Marketing

PR, Email, Surveys

Enterprise Search

Intranet, Website, and Desktop

Clients in North America, Europe

Speaker

[email_address]

Who is Pilot Fish Established in 1995. Provides website development and optimization services including keyword research and link building. Markets: Machinery, Equipment, Plastics, Packaging, Rubber, Metal, Construction, Wood, Medical, Pharmaceutical, Consulting. www.pilotfishseo.com J

Established in 1995.

Provides website development and optimization services including keyword research and link building.

Markets: Machinery, Equipment, Plastics, Packaging, Rubber, Metal, Construction, Wood, Medical, Pharmaceutical, Consulting.

www.pilotfishseo.com

What is Search Engine Optimization? Also known as Search Engine Optimization (SEO) or Search Engine Positioning Leverages Search Engines’ desire to display most relevant pages that match users’ target keywords Involves an integrated approach to web site development that recognizes the specific content, coding and promotion requirements for good search engine placement. D

Also known as Search Engine Optimization (SEO) or Search Engine Positioning

Leverages Search Engines’ desire to display most relevant pages that match users’ target keywords

Involves an integrated approach to web site development that recognizes the specific content, coding and promotion requirements for good search engine placement.

The Dawn of Search Engines Search Engine 1993: Excite was introduced (Today part of Ask) 1994: Yahoo was developed by Jerry Yang and David Filo. Started as a list of favorites. 1994: WebCrawler; first full-text search engine on the Internet. 1994: Lycos; was a large search engine, indexing over 60 million documents 1995: Infoseek (now part of Go.com) 1995: AltaVista 1996: Inktomi; started in 1996 at UC Berkeley 1997: Ask Jeeves and Northern Light 1997: Google; was launched in 1997 by Sergey Brin and Larry Page. Changed search by using inbound links to rank sites. 1998: MSN , Open Directory J

1993: Excite was introduced (Today part of Ask)

1994: Yahoo was developed by Jerry Yang and David Filo. Started as a list of favorites.

1994: WebCrawler; first full-text search engine on the Internet.

1994: Lycos; was a large search engine, indexing over 60 million documents

1995: Infoseek (now part of Go.com)

1995: AltaVista

1996: Inktomi; started in 1996 at UC Berkeley

1997: Ask Jeeves and Northern Light

1997: Google; was launched in 1997 by Sergey Brin and Larry Page. Changed search by using inbound links to rank sites.

1998: MSN , Open Directory

US Market Share J -Nielson Online, December 2007

Importance of Search Engines 7.3 billion searches conducted monthly in the U.S. Search engines organize and prioritize over 27 billion web pages. 85% of Internet users use search engines. J

7.3 billion searches conducted monthly in the U.S.

Search engines organize and prioritize over 27 billion web pages.

85% of Internet users use search engines.

World Usage J -- Internet World Stats, December, 2007

World Usage J -- Internet World Stats, December, 2007

How People Search-Constructing Keyword Phrases J -- HitWise, 2006 1 word 23.4% 2 words 26.3% 3 words 21% 4 words 13.4% 5 words 7.4% 6 words 3.9% 7 words 2% 8 words+ 2.6%

How People Search- Organic vs. Paid Listings 60.5% Click on Organic Listings 39.5% Click on Paid Listings J --iProspect, 2005

60.5% Click on Organic Listings

39.5% Click on Paid Listings

Organic and Paid Listings on an Engine J Organic Paid listings

SEO Basics-Keyword Research Find the keywords or key-phrases that are relevant to your business or service and that people are searching on. Use free tools from the internet to do keyword research. D

Find the keywords or key-phrases that are relevant to your business or service and that people are searching on.

Use free tools from the internet to do keyword research.

SEO Basics- Building a site that is SEO Friendly Allow crawlers or bots access Should have the proper meta tags Content must be relevant Do not try to trick crawlers or bots No white on white text D

Allow crawlers or bots access

Should have the proper meta tags

Content must be relevant

Do not try to trick crawlers or bots

No white on white text

SEO Basics- Meta Tags Tag that tell crawlers or bots what is on the page Information about the information Most important Title Description Robots D <html> <head> <meta http-equiv=&quot;Content-Language&quot; content=&quot;en-us&quot;> <meta http-equiv=&quot;Content-Type&quot; content=&quot;&quot;> <title>SEO</title> <meta name=&quot;keywords&quot; content=“ &quot;> <meta name=&quot;description&quot; content=“ &quot;> <META NAME=&quot;robots&quot; CONTENT=&quot;index, follow&quot;> <META NAME=&quot;GOOGLEBOT&quot; CONTENT=&quot;INDEX, FOLLOW&quot;>

Tag that tell crawlers or bots what is on the page

Information about the information

Most important

Title

Description

Robots

SEO Basics- Content Content is King Use relevant keywords or key-phrases with a density of between 3% and 7% Bold helps D

Content is King

Use relevant keywords or key-phrases with a density of between 3% and 7%

Bold helps

SEO Basics-Links Inbound Higher ranking site Text in link important Outbound Less the better Crawler follows link Intra site Helps with navigation D

Inbound

Higher ranking site

Text in link important

Outbound

Less the better

Crawler follows link

Intra site

Helps with navigation

SEO Basics- Navigation JavaScript Some Crawlers can not navigate Commonly found in Menus Flash Crawlers can not view Use HTML version as option or SWFobject Images Should have alt tags D

JavaScript

Some Crawlers can not navigate

Commonly found in Menus

Flash

Crawlers can not view

Use HTML version as option or SWFobject

Images

Should have alt tags

Tools for SEO-Keyword Density Checker

Tools for SEO-Validation Tool

Tools for SEO-Spider Simulator

Tools for SEO-Link Checker

Tools for SEO- SEODIGGER

Tools for SEO-Google Webmaster Tools

Conclusion SEO takes time & never ends Content is King! Make content relevant Organic clicks are free!

SEO takes time & never ends

Content is King!

Make content relevant

Organic clicks are free!

Resources www.clevelandseo.com www.searchenginenews.com www.sempo.org www.searchenginewatch.com www.searchengineland.com www.pilotfishseo.com www.goebelgroup.com

www.clevelandseo.com

www.searchenginenews.com

www.sempo.org

www.searchenginewatch.com

www.searchengineland.com

www.pilotfishseo.com

www.goebelgroup.com

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