eMarketing Techniques Conference Seo 101may 2
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May 2, 2008Corporate College East
Dave Goebel John Inama
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SEO 101
2D
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.
3D
Who is Goebel Group Inc.
We consult on how to use search to increase productivityGoogle, Yahoo, MSN
Internet MarketingPR, Email, Surveys
Enterprise SearchIntranet, Website, and Desktop
Clients in North America, EuropeSpeakerdfg@goebelgroup.com
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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
5D
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.
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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
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US Market Share
-Nielson Online, December 2007
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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.
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World Usage
-- Internet World Stats, December, 2007
510 million
348 million
238 million
126 million
44 million
34 million
19 million
0 200 400 600
Asia
Europe
North America
Latin America
Africa
Middle East
OceaniaInternet Users Worldwide
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World Usage
-- Internet World Stats, December, 2007
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How People Search-Constructing Keyword Phrases
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% -- HitWise, 2006
12J
How People Search- Organic vs. Paid Listings
60.5% Click on Organic Listings39.5% Click on Paid Listings
--iProspect, 2005
Organic and Paid Listings on an Engine
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Organic
Paid listings
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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.
15D
SEO Basics- Building a site that is SEO Friendly
Allow crawlers or bots accessShould have the proper meta tagsContent must be relevantDo not try to trick crawlers or bots
No white on white text
16D
SEO Basics- Meta Tags
Tag that tell crawlers or bots what is on the page
Information about the informationMost important
TitleDescriptionRobots
<html><head><meta http-equiv="Content-Language" content="en-us"><meta http-equiv="Content-Type" content=""><title>SEO</title><meta name="keywords" content=“ "><meta name="description" content=“ "><META NAME="robots" CONTENT="index, follow"><META NAME="GOOGLEBOT" CONTENT="INDEX, FOLLOW">
17D
SEO Basics- Content
Content is KingUse relevant keywords or key-phrases with
a density of between 3% and 7% Bold helps
18D
SEO Basics-Links
InboundHigher ranking siteText in link important
OutboundLess the betterCrawler follows link
Intra siteHelps with navigation
19D
SEO Basics- NavigationJavaScript
Some Crawlers can not navigateCommonly found in Menus
FlashCrawlers can not viewUse HTML version as option or SWFobject
ImagesShould have alt tags
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Tools for SEO-Validation Tool
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Tools for SEO-Spider Simulator
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Tools for SEO-Link Checker
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Tools for SEO- SEODIGGER
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Tools for SEO-Google Webmaster Tools
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Conclusion
SEO takes time & never endsContent is King!Make content relevantOrganic clicks are free!
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Resources
www.clevelandseo.comwww.searchenginenews.com www.sempo.orgwww.searchenginewatch.comwww.searchengineland.comwww.pilotfishseo.com www.goebelgroup.com
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