Search Engine Optimization

A high-level introduction to SEO presented to a Marquette University (Milwaukee, WI) Advertising & Public Relations class on March 25, 2010.

Transcript

1. March 25, 2010 Search Engine Optimization
2. Start at the beginning •  What is Search Engine Optimization (SEO)? •  How important is SEO to you?
3. What is SEO?
4. How important is SEO to you?
5. How important is SEO to you? •  Your Marketing Plan should drive your SEO efforts. •  Getting listed by Search Engines is not the same as getting visitors from Search Engines.
6. Browser Usage (US only, Mar 2010) •  Google = 80.8% •  Yahoo = 8.9% •  Bing = 8.4% •  AOL = 0.8%
7. Search Engine Process •  Robot/Spider •  Search Index Inbound Links Reciprocal Links Content & Change Frequency •  Search Algorithm •  Page Rank
8. Targeting Keywords
9. Search Engine Friendly: Page Title <title>Columbia Center</title>
10. Search Engine Friendly: Page Title
11. Search Engine Friendly: Heading Tags <h1>Feeding Infants: Make your own baby food</h1>
12. Search Engine Friendly: Page Text
13. Search Engine Friendly: Metatags •  With very few exceptions, metatags are no longer used by major search engines either to calculate Page Rank, or to display a page in search results.
14. Inbound links •  Think of inbound links as “votes” for your website
15. Acquiring inbound links: Acceptable methods •  List your website in directories •  Contact websites with a similar theme and ask for a reciprocal link.
16. Acquiring inbound links: Unacceptable methods •  Free-for-all link pages and link farms •  Buying links
17. Beyond the Basics •  Content-based SEO •  Content-independent SEO
18. Content-based SEO •  All about optimizing your site’s content
19. Content-independent SEO •  All about maximizing the impact of non- content factors, such as inbound links and website structure
20. Fun and Games •  Google Bombing •  April 1st, Google-style •  Googlewhacking
21. Google Bombing
22. Google and April Fools Day •  Job openings on the moon (2004) •  Launch of Google Gulp drink (2005) •  CADIE (2009) (Cognitive Autoheuristic Distributed- Intelligence Entity)
23. Googlewhacking •  Enter just two words in search engine •  No quotation marks allowed •  Get the search engine to return just one search result (“Results 1 - 1”) •  Holy Grail = Googlewhackblatt
24. Questions??
25. Contact Kevin •  Kevin A. Barnes, Creativity Engineer •  Email: kevin@creatonomy.com •  Web: creatonomy.com @Creatonomy (Twitter) kevinabarnes.com @KevinABarnes (Twitter)