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Kaitlynn Snyder

on 29 April 2013

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Transcript of SEO

4/29/13 WHAT IS SEO? SEO is the art and science of optimizing web content for both humans and search engines in an effort to develop "organic" or "natural" search visibility for a website. Google uses more than 200 factors to determine the significance of a website.

Everything that you can do on your website to improve search engine rankings. Everything that you can do off your website to generate links back to your website. UNDERSTANDING SEARCH ENGINES Think of the web as an extremely large book with an index that tells you exactly where everything is. Spiders "crawl" the web to discover new and updated websites and then stores those pages in it's index. CONTENT CODE ARCHITECTURE QUALITY KEYWORDS ENGAGEMENT Are your web pages well written and provide value to web visitors? Do write keyword rich quality content.

Do use unique headings and subheadings with page descriptive keywords.

Do put the most important information early in the content. Don't duplicate content on web pages.

Don't hide content behind Flash or JavaScript. Doesn't matter how good your content is if spiders can't read it.

Don't ignore user experience when writing content. Content should read naturally. Are your keywords search terms people would use to find your content? Do use Google's Keyword Tool in AdWords.

Do use keywords that are relevant and specific to individual pages on the website.

Don't overuse or "stuff" keywords. An over optimized web page can hurt a websites search visibility.

Don't use industry jargon. Use phrases that people are actually searching for.

Don't assume that what you call a product or service is actually what the market calls it. What are web users doing on your site? Do write quality content that entices visitors to engage with your website.

Do include interactive features that will prompt users to engage such as a calculator or form.

Do make your website user friendly. Users will leave a site that is difficult to understand, even if the content is great.

Don't ignore updating your website's appearance.

Don't ignore or neglect engagement you receive.

Do page title and meta description tags accurately describe the page's content and use relevant keywords? Do write unique page <titles> and meta descriptions for each web page.

Do put the most important keywords or phrases in the meta data.

Do include key phrase rich <H1> and <H2> tags in the HTML code. Don't repeat the same meta title and description tags on every web page.

Don't overdo your use of keywords in the meta data.

Don't program heading and subheadings into images as Google's spiders can't index images. Content
Architecture Social
Reputation Can search engines "crawl" your web pages and can users navigate your site? Do set up Google Webmaster Tools. Lets you know when your site was last crawled and shows any errors that are negatively affecting search visibility.

Do be sure to test your server and website load speeds as slow loading websites will frustrate users and hinder organic search visibility.

Do keep your navigation simple. Navigational structure ties directly to how search engines view your website. Don't use Flash or JavaScript for an entire website as search engines will have a hard time indexing it.

Don't use extra-large images or technologies as they'll negatively impact load times as well as usability.

REPUTATION Does your content get shared on social networking sites? SOCIAL Do post links to your social media accounts, and encourage others to share links to your content via their social accounts as well.

Do carry over your keyword research and include keywords within tweets, Google+ posts, Facebook posts, Pinterest descriptions, etc.

Do create an authentic, interactive and engaging account. Don't utilize servers that use dummy users. Buying 'likes' or 'follows' may increase reach in the short-run but will lower your authority in the long-run.

Don't auto-follow every account that follows you; you'll begin following spam accounts which will in turn make you look spammy.
Does the website have a strong link building strategy? LINKS Do focus on quality, not quantity. If quality websites link to your website, search engines conclude that your website is worthy of higher search visibility.

Do build quality links naturally. Blogging, reviews, local listings, social networking, press releases are all easy, yet effective ways to generate quality links to your website.

Don't participate in link farms or paid links. Or you'll be penalized by search engines.

Is your site trusted by search engines? Do remember that if a website has held a top search position for a certain key phrase over a long period of time, it'll be harder for you to overtake that position.

Don't expect to have top search visibility for a new domain. It takes a while for a new website to develop trust with Google. INTEGRATION Onsite and offsite SEO factors must work together in order to achieve optimum search visibility! THANK YOU!

QUESTIONS? ONSITE SEO and OFFSITE SEO "Google’s mission is to organize the world’s information and make it universally accessible and useful." How does SEO fit in with Google? Google's goal is to serve the most relevant results for any given search term. SEO attempts to make it easy for Google to find and understand website content to achieve top rankings. Bounce Rate Conversion Rate % of people who complete a web page goal % of people who leave a site after viewing only one page Social Signals = # of Facebook likes, shares and comments; # of Twitter followers and # of tweets mentioning your brand name; number of Google+ +1's, and more. Resume Analogy - Think of your website as your resume.....Onsite SEO is everything you can do to improve your resume itself (strong content, visually appealing, well organized, etc.) Now think of your references as offsite SEO. The more reputable references you have, the better. Maybe you can land the job with just your resume. But, by providing a quality resume PLUS reputable referances, you have a greater chance of success.
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