This document discusses search engine optimization (SEO). It defines search engines and their main components, and lists some of the most popular search engines. It explains why SEO is important for driving relevant traffic and sales. SEO is defined as optimizing on-page and off-page ranking factors to achieve high search engine rankings. The SEO algorithm considers many factors and is constantly evolving. Developing an effective SEO strategy involves keyword research, website optimization, content creation, and link building. Paid search engine marketing via pay-per-click ads is also discussed and compared to organic SEO results.
3. Search Engines
• An internet-based tool that searches an
index of documents for a particular term,
phrase or text specified by the user.
Commonly used to refer to large web-based
search engines that search through billions
of pages on the internet.
• Common Characteristics:
• Spider, Indexer, Database, Algorithm
• Find matching documents and display
them according to relevance
• Frequent updates to documents
searched and ranking algorithm
• Strive to produce “better”, more
relevant results than competitors
6. Why is Search Engine Marketing
important?
• 85% of all traffic on the internet is referred to by search engines
• 90% of all users don’t look past the first 30 results (most only view
top 10)
• Search engine traffic is low and websites aren’t indexed because
they are generally poorly optimized
• Cost-effective advertising
• Clear and measurable ROI
• Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More
Sales/Leads
7. Search Engine Optimization
• 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
8. SEO Algorithm
• 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
9. Steps to developing 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
10. 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
11. PPC vs. “Organic” SEO
Pay-Per-Click “Organic” SEO
• results in 1-2 days
• easier for a novice or one little
knowledge of SEO
• ability to turn on and off at any
moment
• generally more costly per
visitor and per conversion
• fewer impressions and
exposure
• easier to compete in highly
competitive market space (but it
will cost you)
• results take 2 weeks to 4
months
• requires ongoing learning and
experience to achieve results
• very difficult to control flow of
traffic
• generally more cost-effective,
does not penalize for more traffic
• SERPs are more popular than
sponsored ads
• very difficult to compete in
highly competitive market space
