Introduction to Search Engine Mechanics: A Look Under the Hood
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Transcript of Introduction to Search Engine Mechanics: A Look Under the Hood
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SearchEngineOp.miza.on:DrivingMoreTraffictoYou
June2010
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HaveaQues.on?NeedHelp?
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AboutResourceMedia• Communica.onsStrategy
• MediaOutreachCampaigns
• DigitalMediaStrategyandOutreach
• EnvironmentalandHealthPolicyFocus
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Staff309 Offices
SanFranciscoSeaPleBoulderKalispellSacramento
BozemanPortlandSaltLakeCityAnchorage
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1 SEO=
SearchEngineOp.miza.on
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WhatisSEO?
Improvingawebsitesoit’smoreeasilyfoundinsearchengineresults
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FrontEndvsBackEnd
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Traffic=ExposureBePerSearchRankings=MoreTraffic
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Exposure=Support
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WhyisSEOImportant?
• 92%ofsearchersdon’tgopastthefirstthreepagesofsearchresults
• 68%don’tgopastthefirstpage
Source:JupiterMedia+iProspect:“SearchEngineBehaviors”
68%
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Example:“SavetheWhales”• 27,000searches• 1.2millionwebpages
• About1.1970millionpageswillnevergetseen
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Recap:Introduc.ontoSEO• SEO=ImprovingawebsiteforbePersearchengineresults
• Op.mizingasiteforsearchinvolvesboththefrontandbackends
• YoubenefitfromSEOwithmorewebsitetraffic&morecausesupporters
• Mostsearchersonlygotothefirstthreepagesofresults;SEOiskeytogettotopofsearchresults
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SEO:ReadyforaTuneup?• Keywords• Links• Metadata
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Keywords1
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SwitchHats
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Selec.ngHomePageKeywords• Startbroadandhonein
• Use“bigpicture”words
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Conduc.ngKeywordResearch
ComparingSynonyms
• AlaskaCoal=5,400• AlaskanCoal=880• CoalinAlaska=320
hPp://bit.ly/GoogleAdWordsTool
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TestYourKeywords
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Keywords:NotJustforHomepages
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KeywordsforJumpPages
• Morespecific
• “Longtail”
• Example:“Coal”vs.“AlaskaCoalHealthRisks”
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UseKeywordsinBodyCopy
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UseaKeywordDensityTooltoVerify
hPp://www.seochat.com/seo‐tools/keyword‐density/
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TipsforOp.mizingHeadings&Tabs
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TipsforOp.mizingLinks
Instead:hyperlinkedtextshouldbe:REGISTERFORALASKASUMMERCAMPS
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GreatPageContent
Fresh Op.mized
Unique
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• Thinklikeasearcher,notamarketer
• Experimentwithkeywordsforbothyourhomepageandjumppagesusingtoolstostudysearchvolume&compe..on
• Shortkeywordsvs.“longtail”keywords• Prominentlyweaverelevantkeywordsintobodycopy
• Op.mizeheadings,tabsandhyperlinktext
Recap:Keywords
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Links2
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BuildLinks
• Inbound• Outbound• Internal
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InboundLinks
258,000InboundLinks152InboundLinks 581InboundLinks
0InboundLinks258,000vs733
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Cul.vateBigLinks
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BuildRela.onshipsCul.vateinboundlinksfromyourexis.ngnetworksfirst
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InboundLinkResearchTool
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BuildingOutboundLinksTop3Ideas:
1. Alistofrecommendedbloggers
2. Alistoflinkstohelpfulresources
3. Linktoacredible,well‐traffickedwebsite
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CrossPromo.ng
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Recap:Links• 3typesoflinks:inbound,outbound&internal• Successwithlinkbuildingdependsonrela.onships• Thinkqualityoverquan.ty• Useinboundlinktoolstotakeanassessment
• Cross‐promotefromyoursocialnetworkslikeFacebook
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MetaData
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FrontandBackEnd
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MetaTitle
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MetaDescrip.on
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WhatitLooksLikeinSearchResults
Meta.tle Metadescrip.on
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WithoutMetaData
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Recap:MetaData• Tellsasearchenginewhatyoursiteisabout• It’sthe.tleanddescrip.onsearchersseewhentheyfindyouinasearchenginelikeGoogle
• Ifyoudon’thavemetadataasearchenginewillguesswhatitthinksthebestmatchis
• Youmayneedtoworkwithyourwebdeveloper
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Evalua.on
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MeasuringyourSuccess
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CaseStudy:ZeroWasteAmerica
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CaseStudy:ZeroWasteAmerica
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Recap:Evalua.on
• UseatoollikeHubspot’sWebsiteGradertogetabaselineofyourSEO:hPp://www.websitegrader.com
• Takestockofwhat’sworkingANDwhat’snot
• Re‐evaluatetodetermineprogress
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TakeHomes• Keyworddevelopment&genera.ngfreshcontent
• Keepitsimple&consistent
• Evaluateandupdate
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LearnMore
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WorthExploring!• BuildingStrategicAlliances‐July• SocialMedia200‐August
• Framing&Messaging–September
• MediaRela.ons‐October
• StoryPitching101‐November
• BloggerRela.ons‐December
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Published by Resource Media 325 Pacific Avenue San Francisco, CA 94111 415-397-5000
Brendan McLaughlin Project Manager Resource Media [email protected] 206-374-7795 ext. 108
Gaelen O’Connell Digital Media Manager Resource Media [email protected] 415-397-5000 x303
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