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Fundamentals of Search Engine Optimization NetElixir SEO Manager Liz Donkus presents a strategic approach to Search Engine Optimization, keeping up with Google algorithm changes, and how to make your website as search friendly as possible! Please contact us if you have any questions or would like to set up an SEO consultation! Email: [email protected] Website: www.netelixir.com Phone: 609-356-5112
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September 12, 2012
Search Engine Optimization
• How Search Engines Work• History of SEO• How Google Ranks Websites• SEO Best Practices• SEO Myths & SEO Facts• Keeping Up with Google
How Search Engines Work
Spiders comb the internet moving
from link to link to capture URLs and the content they
contain
Information found by the spider is
indexed or collected,
cataloged, and stored in a database
When a user performs a search
or query, those search terms are looked for in the
database
Information is returned to the user
as search engine results, a series of links to websites
that are relevant to the user’s query
History of SEO
The ‘modern’ Internet began in 1993 with the launch of Netscape Navigator
*data from greenlight
History of SEO
Google launches in 1998 & Netscape Navigator declines into obscurity
*data from greenlight
History of SEO2003 – 2006 Google acquires Blogger, YouTube and launches the 1st updates
*data from greenlight
History of SEO
2007 through 2010 Google goes through many more algorithm updates, launches Universal Search and many other search engines give up…
*data from greenlight
How Google Ranks Sites
It's critical for websites to appear on Page 1 of Google, especially in one of the top three organic positions, as these spots receive 58.4 percent of all clicks from users*
*data from Optify
How Google Ranks Sites
40% On-Page Factors – what’s on the pages of your site
How Google Ranks Sites
On-Page Factors
Keyword Targeting
What is the real value of the right keywords?
How Google Ranks Sites
On-Page Factors
August 2011 ‘glass water bottle’ position 63 on Google! Brought 12 visitors to the site $44 in revenue from organic search
August 2012 ‘glass water bottle’ position 2 Google! Brought 836 visitors to the site$580 in revenue from organic search
This is a glass water bottle from Reuseit.com
How Google Ranks Sites
On-Page Factors
How Google Ranks Sites
On-Page Factors
How Google Ranks Sites
On-Page Factors
How Google Ranks Sites
On-Page Factors
60% Off-Page Factors – what sites are linking to your site
How Google Ranks Sites
Off-Page Factors
Acquiring links from respectable, relevant sources will help the site rank for keyword phrases that are unbranded, thus driving many new visitors to the site.
How Google Ranks Sites
Link building MUST appear natural.
This can be achieved by using a large variety of websites and types of links.
Off-Page Factors
How Google Ranks Sites
20% On-Page Factors – what’s on the pages of your site
20% Off-Page Factors – what sites are linking to your site
20% User Engagement – are visitors staying on your site, visiting many pages, etc
How Google Ranks Sites
20% Site Quality – is your site quick, does your site offer quality content, etc
How Google Ranks Sites
20% Social Signals – is your content being shared, are your URLs mentioned in social media
How Google Ranks Sites
SEO Best Practices
SEO Pyramid created by Rand Fishkin for SEOmoz
1. Build an accessible site with quality content
4. Be ‘positively’ active in Social Media
3. Find quality, relevant websites to link to your site
2. Find and target the ‘right’ keywords
SEO Myths & SEO Facts
Myth 1: Meta Keywords Matter
“If I put ALL my best keywords into my site’s meta keyword field, I’ll get a jumpstart to the top of Google”
SEO Myths & SEO Facts
Fact 1: Meta Keywords are Obsolete
In 1995, the search engines Infoseek and AltaVista (remember them???) began promoting the use of the keywords attribute as a way of categorizing web pages. In May 1996, the major search engines got together to discuss and set standards for Meta data.
In 2010, Google has announced that they do not consider the Keywords Meta Tag at all in their search algorithm.
SEO Myths & SEO Facts
Myth 2: More Links = Better Rankings
“I’ll just get everyone I know to link to my site and I’ll be at the top of Google in no time!”
SEO Myths & SEO Facts
Fact 2: It’s not Quantity of Links, but QualityFewer QUALITY links (‘authority’ sites, niche relevant, etc) pointing to your site will do much more than 1,000’s of low-quality, irrelevant links
SEO Myths & SEO Facts
Myth 3: SEO is a one-time Job!“All I need is to get an SEO to fix my site – use all the latest and greatest bells, whistles and tools, then I can relax and wait for the $$ to pour in!”
SEO Myths & SEO Facts
Fact 3: The SEO’s Job Never Really EndsSEO is a slow and on-going process. These are some of the reasons you can’t sit back and relax:
• Your competition is always evolving• Google keeps changing the rules• Reached #1 on Google? Now you need to work to maintain that position
Keeping Up with Google
Google Algorithm ChangesGoogle has done a great job at keeping us on our toes in the past few years….
In 2012, there have already been 27 Google updates that have had an impact on organic search – and it’s only September!
In 2011, Google made 21 changes and February 23, 2011 was the beginning of the ‘Panda Update’.
2010 only saw 8 changes from Google, but ‘Caffeine’ was a BIG change. This change focused on speed and brought about other changes such as ‘Google Instant’ and Instant Previews.
Questions
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