Search-Engine-Marketing-Optimization-(SEO)-Overvie

SearchEngines&SearchEngineOptimization(SEO)PresentationbySaeedEl-Darahali7thWorldCongressontheManagementofe-BusinessAgenda•WhatisaSearchEngine?•ExamplesofpopularSearchEngines•SearchEnginesstatistics•WhyisSearchEnginemarketingimportant?•WhatisaSEOAlgorithm?•StepstodevelopingagoodSEOstrategy•Rankingfactors•BasictipsforoptimizationWhatisaSearchEngine?•Definition:Aninternet-basedtoolthatsearchesanindexofdocumentsforaparticularterm,phraseortextspecifiedbytheuser.Commonlyusedtorefertolargeweb-basedsearchenginesthatsearchthroughbillionsofpagesontheinternet.•DifferentthanaDirectory•CommonCharacteristics:•Spider,Indexer,Database,Algorithm•Findmatchingdocumentsanddisplaythemaccordingtorelevance•Frequentupdatestodocumentssearchedandrankingalgorithm•Strivetoproduce“better”,morerelevantresultsthancompetitorsExamplespopularSearchEnginesHowDoSearchEnginesWork?•Spider“crawls”thewebtofindnewdocuments(webpages,otherdocuments)typicallybyfollowinghyperlinksfromwebsitesalreadyintheirdatabase•Searchenginesindexesthecontent(text,code)inthesedocumentsbyaddingittotheirdatabasesandthenperiodicallyupdatesthiscontent•Searchenginessearchtheirowndatabaseswhenauserentersinasearchtofindrelateddocuments(notsearchingwebpagesinreal-time)•Searchenginesranktheresultingdocumentsusinganalgorithm(mathematicalformula)byassigningvariousweightsandrankingfactorsSearchEnginesstatistics1.Google–41.6%2.Yahoo–31.5%3.MSN–27.4%4.AOL–13.6%5.AskJeeves–7.0%%basesonusageWhyisSearchEngineMarketingimportant?•85%ofalltrafficontheinternetisreferredtobysearchengines•90%ofallusersdon’tlookpastthefirst30results(mostonlyviewtop10)•Searchenginetrafficislowandwebsitesaren’tindexedbecausetheyaregenerallypoorlyoptimized•Cost-effectiveadvertising•ClearandmeasurableROI•Operatesunderthisassumption:More(relevant)traffic+GoodConversionsRate=MoreSales/LeadsWhatisSearchEngineOptimization?•SEO=SearchEngineOptimization–Referstotheprocessof“optimizing”boththeon-pageandoff-pagerankingfactorsinordertoachievehighsearchenginerankingsfortargetedsearchterms.–Referstothe“industry”thathasbeencreatedregardingusingkeywordsearchingaameansofincreasingrelevanttraffictoawebsiteWhatisaSEOAlgorithm?•TopSecret!Onlyselectemployeesofasearchenginescompanyknowforcertain•Reverseengineering,researchandexperimentsgivesSEOs(searchengineoptimizationprofessionals)a“prettygood”ideaofthemajorfactorsandapproximateweightassignments•TheSEOalgorithmisconstantlychanged,tweaked&updated•Websitesanddocumentsbeingsearchedarealsoconstantlychanging•VariesbySearchEngine–somegivemoreweighttoon-pagefactors,sometolinkpopularityStepstodevelopingagoodSEOstrategy:•Researchdesirablekeywordsandsearchphrases(WordTracker,Overture,GoogleAdWords)•Identifysearchphrasestotarget(shouldberelevanttobusiness/market,obtainableandprofitable)•“Clean”andoptimizeawebsite’sHTMLcodeforappropriatekeyworddensity,titletagoptimization,internallinkingstructure,headingsandsubheadings,etc.•Helpinwritingcopytoappealtobothsearchenginesandactualwebsitevisitors•Studycompetitors(competingwebsites)andsearchengines•Implementaqualitylinkbuildingcampaign•AddQualitycontent•ConstantmonitoringofrankingsfortargetedsearchtermsRankingfactors•On-PageFactors(Code&Content)•Titletagstitle#3•Headertagsh1#5•ALTimagetags#4•Content,Content,Content(Bodytext)body#1•Hyperlinktext#6•Keywordfrequency&density#2•Off-PageFactors•LinkPopularity(“votes”foryoursite)–addscredibility#2•Anchortext#1WhataSearchEngineSees•ViewSource(HTMLcode)PayPerClick•PPCadsappearas“sponsoredlistings”•Companiesbidonpricetheyarewillingtopay“perclick”•Typicallyhaveverygoodtrackingtoolsandstatistics•Abilitytocontroladtext•Cansetbudgetsandspendinglimits•GoogleAdWordsandOverturearethetwoleadersPPCvs.“Organic”SEOPay-Per-Click“Organic”SEO•resultsin1-2days•easierforanoviceoronelittleknowledgeofSEO•abilitytoturnonandoffatanymoment•generallymorecostlypervisitorandperconversion•fewerimpressionsandexposure•easiertocompeteinhighlycompetitivemarketspace(butitwillcostyou)•Abilitytogenerateexposureonrelatedsites(AdSense)•abilitytotarget“local”markets•betterforshort-termandhigh-margincampaigns•resultstake2weeksto4months•requiresongoinglearningandexperiencetoachieveresults•verydifficulttocontrolflowoftraffic•generallymorecost-effective,doesnotpenalizeformoretraffic•SERPsaremorepopularthansponsoredads•verydifficulttocompeteinhighlycompetitivemarketspace•abilitytogenerateexposureonrelatedwebsitesanddirectories•moredifficulttotargetlocalmarkets•betterforlong-termandlowermargincampaignsBasicTips&OptimizationTechniques•Researchkeywordsrelatedtoyourbusiness•Identifycompetitors,utilizebenchmarkingtechniquesandidentifylevelofcompetition•Utilizedescriptivetitletagsforeachpage•EnsurethatyourtextisHTML-textandnotimagetext•Usetextlinkswheneverpossible•Useappropriatekeywordsinyourcontentandinternalhyperlinks(don’toverdo!)•Obtaininboundlinksfromrelatedwebsites•Monitoryoursearchenginerankingsandmoreimportantlyyourwebsitetrafficstatisticsandsales/leadsproduced•EducateyourselfaboutsearchenginemarketingQUESTIONS?ddnethtttp://