Search Engine Optimization & Marketing I: An Introduction. June 17, 2009

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1 Search Engine Optimization & Marketing I: An Introduction June 17, 2009

2 Welcome Our First eacademy Webinar Two ways to listen: Call in with the number provided in your registration With speakers on your computer Use the tool provided by Go-To-Webinar to type in questions. We will answer questions at the very end of the Webinar

3 Today s Panelists Rebecca Lundregan, Online Marketing Services Manager for Visual Data Systems Henry Sery is an Online Marketing Consultant for Visual Data Systems

4 Visual Data Systems Since 1994, Visual Data Systems has been a leader in: Website Design Software Integration Search Engine Optimization & Marketing Technology Consultation Marketing and more

5 Webinar Agenda Introduction and Review Review Search Engine Marketing What is SEO? Why Perform SEO? Beginning the Process of SEO Keyword Research The URL Title Tags Meta Tags Header Tags Alt Image Attribute Q & A

6 What is SEO? SEO = Search Engine Optimization SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines. (Helps more people who are looking for your product or service find you)

7 SEO Why? ACCESSIBILITY USABILITY LOCATION REACH

8 SEO Why? Percentage of U.S. Searches Among Leading Search Engine Providers Domain May-08 Apr-08 May % 67.90% 65.13% search.yahoo.com 19.95% 20.28% 20.89% search.msn.com (now Bing) 5.89% * 6.26% * 7.61% * % 4.17% 3.92% Source Hitwise

9 The SEO Process Introduced Search Engine Optimization process is NOT about tricking the search engines! There are a large variety of methods to perform SEO. Every step and process depends upon the niche and requirement of the website. SEO Process can be broken down in to three parts: 1. On-Page Optimization (today) 2. On-Site Optimization (7/1/09) 3. Off-Site Optimization (7/1/09)

10 SEO Process On-Page Optimization Title Tags Meta Description Meta Keywords Header Tags ALT Image Attribute The URL Content of Web Page

11 SEO Process On-Site Optimization Robots Text File XML Sitemap HTML Sitemap Age of Domain Optimized Footer Text Links Optimized URL Structures 404 Custom Error Page Architecture of Website User POV Search Engine POV

12 SEO Process Off-Site Optimization Link Building Blogs Social Media Press Releases

13 Beginning: Keyword Research What is Keyword Research? One of the most important, valuable, and high return activities in the SEO field Essential before you start any website Helps determine which words and phrases to target Able to predict shifts in demand Respond to changing market conditions

14 Keyword Research Where to start???

15 Keyword Research 1. Make a list of most essential aspects of your business 2. Think of what visitors or customers would be most interested to see 3. Learn from your competitors (look at their strategy) 4. Explore your niche essential vocabulary - check out dictionaries and glossaries.

16 Keyword Research Start with general reference sources and dictionaries The Free Dictionary Synonym.com Meta Glossary Reference.com Wordnet Rhyme Zone Cambridge Online Dictionary Urban Dictionary

17 Keyword Research Investigate your competitors keywords! Check what competitors are optimizing for Check what words or phrases people are using to link to your competitors Identify what your competitors rank for

18 Keyword Research Use SOCIAL MEDIA sites to analyze which words real people are using Twitter Search Del.icio.us related terms Facebook Lexicon SiteVolume

19

20 Keyword Research Use keyword research / suggestion tools Google Adwords Keyword Tool (based on Google paid search) Google search-based Keyword Tool Keyword Discovery SEO Book Keyword Suggestion Tool

21 Tip Check out Google s Keyword Tool Box:

22

23 Keyword Research Use your internal analytics reports

24 Keyword Research Positives Acknowledged by SEs as extremely important element of ranking formula Brings valuable search traffic to your site Relevant keywords enhance the users experience Great way to find other areas of opportunity for your site s success

25 The URL Uniform Resource Locator /seo-folder-examples.htm

26 Types of URLs Dynamic Generated from specific queries No keywords Example - s/ref=nb_ss_gw?url=searc h-alias%3daps&fieldkeywords=tools&x=0&y=0 Static Does not change Ranked better in SERP s Easier for the end user Example great-information.htm

27 Dynamic URL Rewriting What is URL Rewriting? Ordinary Dynamic URL: h-alias%3daps&field-keywords=tools&x=0&y=0 Dynamic URL Rewritten

28 URL Best Practices Describe your content Keep it short Static is the way Use descriptives not numbers

29 URL Best Practices (continued) Use keywords Fewer folders is better Use hyphens to separate words Use lowercase characters

30 The Title Tag HTML tag used to define the text in the top line of a browser Used by many search engines as the title of search listings

31 Title Tag Uses Targeting keyword terms Describing the site to search engines Help drive click-through-rates from the results pages

32 Title Tags Best Practices Use keyword phrases Use a divider: ( ), ( > ), ( - ) Target what is being searched Be consistent

33 Meta Tags 2 types Meta Description Tags Meta Keywords Tags

34 The Meta Description Frequently used as the description on search engine results pages Roughly the first 155 characters are displayed by Google

35 Meta Description Uses Describe content of the page accurately Short text advertisement Display targeted keywords

36 Be honest Meta Description: Best Practices Be descriptive Unique to each page

37 Header Tags Contains the main title for an individual section of page content H1 text is the largest text on the page There are six different types of header tags (h1) the most important (h6) the least important

38 Header Tags Example

39 Header Tags Best Practices Every page should have an H1 tag H1 tag content is very important H1 tag should be at the start of the page content

40 Header Tags Best Practices (continued) One H1 tag per page Use lower headers for sections further down on the page Associated content with the header tag

41 ALT Image Attribute Allows you to specify alternative text for the image if it cannot be displayed for some reason: <img src= alt= Vacation Rental Managers Association Logo /> Our alt text here is a brief but accurate description of the upcoming image

42 ALT Image Attribute When the image is moused over the alt text appears

43 ALT Image Attribute Why use this attribute? Browser that doesn't support images Using alternative technologies, such as a screen reader `

44 Quick Explanation of Anchor Text Anchor text is the clickable text that users will see as a result of a link

45 ALT Image Attribute Best Practices Use brief, but descriptive alt text AVOID: stuffing keywords into alt text or copying and pasting entire sentences Supply alt text when using images as links alt text for that image will be treated similarly to the anchor text of a text link

46 Review: On Page SEO Title Tag URL H1 Tag

47 Cheat Sheet

48 Question & Answers

49 Upcoming eacademy Webinars July 1, 2009 Search Engine Optimization & Marketing II Best Practices For Long Term Success July 15, 2009 Social Media For Business - An Overview July 29, 2009 Social Media For Business - How to use Twitter, LinkedIn, Facebook, Blogs and Others

50 Upcoming eacademy Webinars More Webinars To Be Announced Shortly, Including: Marketing Getting The Most Out of Your Design Online Surveys and Guest Reviews Don t Forget We Will Be Giving Two Presentations At This Years National VRMA Conference

51 Thank You! For More Information on Visual Data Systems, please contact: or call For questions about the materials covered in this eacademy Webinar: Rebecca Lundregan Henry Sery

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