Search Engine Optimization 101
What is SEM? SEO?
How can I use SEO on my blogs and/or my personal web space?
Search Engine Marketing 101
• Marketing a website via search engines, whether this be improving rank in organic listings (SEO), purchasing paid listings (PPC), or a combination of this
Why SEM?
• 1,262,000,000 internet users in 2007• 1/3 of consumers who have internet
access buy something online• 85% of all traffic on the web is referred by
search engines• 90% of al SE users don’t look past the first
30 results
• Cost-effective advertising
• Clear and measurable ROI
• More relevant traffic + Good conversion rate = more sales and/or more leads
Why SEM?
SEO: Free Traffic• SEO vs SEM / SEO vs PPC
How do search engines work?
• Spider “crawls” the web to find new documents• Search engine indexes the content, adding it to
their huge database; updates database periodically
• SE searches its own database when a user enters in a search term
• SE ranks resulting documents using an algorithm (mathematical formula)
How are pages ranked?
• Page Relevance (on-page factors)– The degree of relevance matched to the
user’s search query
• Link Popularity (off-page factors)– Quantity and quality of links referring the site
Search Engines love blogs• Blogs: from online journals
to new media• Blog posts are content
heavy (text & images)• Unique titles• Fresh content• Easy Navigation• Linking across blogs
(networking)• Simple URL structures
On-page SEO Techniques
• Title Tags
• Meta Descriptions
• Body Content
• ALT Tags (images)
• Header Tags, Boldface
• Internal Linking
Place your keyword on your Blog Title!
All-in-one SEO Pack Wordpress Plugin
Make image’s filename keyword-rich, Use ALT Tag
Keyword-rich ancho+ texts (links)
Things to avoid on-page
• Java or JavaScript navigation• Flash-based or overly graphical website• Keyword spamming• Too many parameters in the URL• Nonstandard characters in the URL• Mirror sites• Same title tags on all pages
Off-page Optimization
• Competitor’s Link Profile Analysis• Submissions
– Articles, Press Releases– Web Directories
• Interactions– Forum postings, Blog comments– Social bookmarking– Link exchange
USAP’s SEO Team
Search Engine Marketing
Search Engine Optimization Pay Per Click
On-Page Off-Page
SEO Project Managers / Specialists
SEO SpecialistsCopywriters, Designers,
Programmers
Internet Marketing Specialist
“Everything you need to know is in the Internet,
you just can’t find it.”- Anonymous