The art of seo

The Art of SEO

BusinesVibes (www.businessvibes.com)

Outline I1. The Search Engine2. Search Engine Results3. The SEO Strategy4. The SEO Stages5. Keyword Research6. Developing an SEO-friendly website

www.businessvibes.com

Outline II7. All about the links

› a) Link building› b) Factors that influence link value› c)Types of link building › d)Social networking for links

8. Optimizing for vertical search9. Measuring results


1. The Search Engine Mission of Search Engine

The Human goals


Navigational querywww.businessvibes.com

Informational query80% users


Transactional querywww.businessvibes.com

How does a User Search?www.businessvibes.com

2. Search Engine Results

What appears on the search engine when you type in something you are looking for?


3. The SEO StrategyObjectives can fulfil:

Visibility Website Traffic High ROI


Important when pursuing an SEO strategy

Organization Target Market Website Structure Current Site Content Competitive landscape **Note: Every

product/service has its own

SEO strategy!

4. The SEO Stages

Technology choices Market segmentation Linking Websites Content resources Auditing the site Assessing historical progress Monitoring the statistics


5. Keyword Search Think of 1-3 words that describe the

service Think of synonyms Review existing site

For further reading – page 137


Keyword research toolswww.businessvibes.com

6. Developing an SEO-friendly website

- Site accessible- Design- Think of the user experience- Keywords – use in titles, headings & content- Protect Website From 404 Errors

This eventually improves search rankings!

Link building - intro

Fundamental part of SEO Should never stop Why does it matter? Link is like a vote for your website!!


Types of linking and its value

BV Partner

BV Partner

One way linking

Two way linking (exchange)

BV

Partner Web B

Partner Web A

ABC linking (3 way linking)

BV BV blog

Internal linking:

Page rank transfer

BV PR2

Partner PR 4

BV PR2

Partner PR 4

SP

SP

Partner linking to many website – lower passable PR

The more subpages of partner’s website link to you, the higher passable PR

BV PR2

SP

SP

SP

PR can be passed internally – ex. to subpages

http://www.prchecker.info/check_page_rank.php


http://www.prchecker.info/check_page_rank.php

Factors that influence link value

1. Anchor text, ex. Automotive industry; B2B networking site; pay attention to keywords;

2. Relevance – content of linking page matters;3. Authority of the website – higher passable PR;4. Trust – pages easy/difficult to infiltrate by

scammers5. Source independence – internal linking matters

less;6. Linking domains – 100 links from one domain < 10

domains linking to you7. Source diversity (social network, blogs, directories)

http://www.businessvibes.com/industry-portal&31

http://www.businessvibes.com/




Other factors

Nearby links, Nearby text, Location of the link


How to get the link

Exchange links, Marketing exchange, Direct link request, if you have:

Valuable content, Something of emotional value for the owner of

other website, Business relationships


Types of link building use of content; Blogging, Directories, Direct link request – the higher value of

the website you want to get a link from, the more personalized way of contact you should use.


Social networking for links

Wikipedia – exposure on authority site Youtube – 2nd biggest search engine Facebook, Twitter

Blogging Your own blog:

Domain, meta tags, CONTENT, Cloud tags, newest & related blogs, Use no follow when you don’t have

a trust for specific link.

Blogs of others – comments, anchors TrackBacking

http://www.movabletype.org/documentation/trackback/beginners/




Social networking for linksDofollow links display on:

Nofollow links display on:

Don’t forget about them!

Optimizing for vertical search• Vertical search engines focus on specific

niches of web content,• Try to be visible not only in the basic Google

browser,• Google images – 10% of total number of

searches (name your sources),•Google maps! Remember about local

visibility (.en, .pl)

Measuring success Tools used for measuring results:

› Google Analytics,› Yahoo Analytics,› Omniture,› Core Metrics

What you can check there? › Traffic in general, traffic for keywords and

search engine, long tail phrases› Mistakes: to small sample size, biased data,

not recognising when you have enough data.


Tools for linking http://www.opensiteexplorer.org http://www.linkdiagnosis.com/ http://www.seomoz.org/linkscape http://pro.seomoz.org/tools/crawl-test


http://www.opensiteexplorer.org/

http://www.linkdiagnosis.com/

http://www.seomoz.org/linkscape

http://pro.seomoz.org/tools/crawl-test

SEO vs. ROI Sales revenue – conversions to paid

users, Number of new users registered, Newsletter subsciptions, Downloads, Contact forms,


Blogs about SEO „Rambling about SEO” „SEOMozBlog” „Google Webmaster Central Blog” „Bing’s WebLog” „Yahoo! Search Blog” „Cre8pc” Conclusion from the book: never stop

learning about SEO


THANK YOU!


The art of seo

Self Improvement

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