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Google SEO Search Engine Optimization Introduction Powerpoint Presentation

This document provides an overview of search engine optimization (SEO) and search engine marketing. It defines what a search engine is and how they work by crawling the web, indexing content, and ranking results. Popular search engines like Google are mentioned, along with statistics showing their reach with over 100 billion searches per month. The importance of SEO is discussed in terms of how most consumers find websites and the benefits it provides for marketing. Key aspects of an SEO strategy are outlined, including keyword research, on-page and off-page optimization factors that influence rankings, and basic tips.

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Varun Jairath
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148 views23 pages

Google SEO Search Engine Optimization Introduction Powerpoint Presentation

This document provides an overview of search engine optimization (SEO) and search engine marketing. It defines what a search engine is and how they work by crawling the web, indexing content, and ranking results. Popular search engines like Google are mentioned, along with statistics showing their reach with over 100 billion searches per month. The importance of SEO is discussed in terms of how most consumers find websites and the benefits it provides for marketing. Key aspects of an SEO strategy are outlined, including keyword research, on-page and off-page optimization factors that influence rankings, and basic tips.

Uploaded by

Varun Jairath
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Daniel Kauffman

Agenda
• What is a Search Engine?
• Examples of popular Search Engines
• Search Engines statistics
• Why is Search Engine marketing important?
• What is a SEO Algorithm?
• Steps to developing a good SEO strategy
• Ranking factors
• Basic tips for optimization
Examples popular Search Engines
How Do Search Engines Work?
 Spider “crawls” the web to find new documents (web pages, other documents)
typically by following hyperlinks from websites already in their database

 Search engines indexes the content (text, code) in these documents by adding it to
their databases and then periodically updates this content

 Search engines search their own databases when a user enters in a search to find
related documents (not searching web pages in real-time)

 Search engines rank the resulting documents using an algorithm (mathematical


formula) by assigning various weights and ranking factors
How Do Search Engines Work?
 Spider “crawls” the web to find new documents (web pages, other documents)
typically by following hyperlinks from websites already in their database

 Search engines indexes the content (text, code) in these documents by adding it to
their databases and then periodically updates this content

 Search engines search their own databases when a user enters in a search to find
related documents (not searching web pages in real-time)

 Search engines rank the resulting documents using an algorithm (mathematical


formula) by assigning various weights and ranking factors
100+ Billion Searches / Month
Important?
 80% of consumers find your website by first writing a query into a box on a
search engine (Google, Yahoo, Bing)

 90% choose a site listed on the first page

 85% of all traffic on the internet is referred to by search engines

 The top three organic positions receive 59% percent of user clicks.

 Cost-effective advertising

 Clear and measurable ROI

 Operates under this assumption:


More (relevant) traffic + Good Conversions Rate = More Sales/Leads
Business Card
SEO Effectiveness
What is SEO?
 SEO = Search Engine Optimization

 Refers to the process of “optimizing” both the on-


page and off-page ranking factors in order to achieve
high search engine rankings for targeted search
terms.

 Refers to the “industry” that has been created


regarding using keyword searching a a means of
increasing relevant traffic to a website
What is a SEO Algorithm?
 Top Secret! Only select employees of a search engines company know for
certain

 Reverse engineering, research and experiments gives SEOs (search engine


optimization professionals) a “pretty good” idea of the major factors and
approximate weight assignments

 The SEO algorithm is constantly changed, tweaked & updated

 Websites and documents being searched are also constantly changing

 Varies by Search Engine – some give more weight to on-page factors, some
to link popularity
Online Spending Growth
A good SEO strategy:
 Research desirable keywords and search phrases
(WordTracker, Overture, Google AdWords)

 Identify search phrases to target (should be relevant to business/market, obtainable


and profitable)

 “Clean” and optimize a website’s HTML code for appropriate keyword density, title
tag optimization, internal linking structure, headings and subheadings, etc.

 Help in writing copy to appeal to both search engines and actual website visitors

 Study competitors (competing websites) and search engines

 Implement a quality link building campaign

 Add Quality content

 Constant monitoring of rankings for targeted search terms


Ranking factors
 On-Page Factors (Code & Content)
#3 - Title tags <title>
#5 - Header tags <h1>
#4 - ALT image tags
#1 - Content, Content, Content (Body text) <body>
#6 - Hyperlink text
#2 - Keyword frequency & density
 Off-Page Factors
#1 Anchor text
#2 - Link Popularity (“votes” for your site) – adds
credibility
Google Insights for Search
What a Search Engine Sees
 View > Source (HTML code)
Pay Per Click

 PPC ads appear as “sponsored listings”


 Companies bid on price they are willing to pay “per
click”
 Typically have very good tracking tools and statistics
 Ability to control ad text
 Can set budgets and spending limits
 Google AdWords and Overture are the two leaders
PPC vs. “Organic” SEO
Pay-Per-Click “Organic” SEO

• results in 1-2 days • results take 2 weeks to 4 months


• easier for a novice or one little knowledge of • requires ongoing learning and experience to
SEO achieve results
• ability to turn on and off at any moment • very difficult to control flow of traffic
• generally more costly per visitor and per • generally more cost-effective, does not
conversion penalize for more traffic
• fewer impressions and exposure • SERPs are more popular than sponsored ads
• easier to compete in highly competitive • very difficult to compete in highly competitive
market space (but it will cost you) market space
• Ability to generate exposure on related sites • ability to generate exposure on related
(AdSense) websites and directories
• ability to target “local” markets • more difficult to target local markets
• better for short-term and high-margin • better for long-term and lower margin
campaigns campaigns
Tips & Optimization Techniques
 Research keywords related to your business
 Identify competitors, utilize benchmarking techniques and identify level of
competition
 Utilize descriptive title tags for each page
 Ensure that your text is HTML-text and not image text
 Use text links when ever possible
 Use appropriate keywords in your content and internal hyperlinks (don’t overdo!)
 Obtain inbound links from related websites
 Monitor your search engine rankings and more importantly your website traffic
statistics and sales/leads produced
 Educate yourself about search engine marketing
QUESTIONS

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