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Search Engine Optimization

Search Engine Optimization

A high-level introduction to SEO presented to a Marquette University (Milwaukee, WI) Advertising & Public Relations class on March 25, 2010.

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Kevin A. Barnes

March 25, 2010
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Transcript

  1. March 25, 2010 Search Engine Optimization

  2. Start at the beginning •  What is Search Engine Optimization

    (SEO)? •  How important is SEO to you?
  3. What is SEO?

  4. How important is SEO to you?

  5. How important is SEO to you? •  Your Marketing Plan

    should drive your SEO efforts. •  Getting listed by Search Engines is not the same as getting visitors from Search Engines.
  6. Browser Usage (US only, Mar 2010) •  Google = 80.8%

    •  Yahoo = 8.9% •  Bing = 8.4% •  AOL = 0.8%
  7. Search Engine Process •  Robot/Spider •  Search Index Inbound Links

    Reciprocal Links Content & Change Frequency •  Search Algorithm •  Page Rank
  8. Targeting Keywords

  9. Search Engine Friendly: Page Title <title>Columbia Center</title>

  10. Search Engine Friendly: Page Title

  11. Search Engine Friendly: Heading Tags <h1>Feeding Infants: Make your own

    baby food</h1>
  12. Search Engine Friendly: Page Text

  13. Search Engine Friendly: Metatags •  With very few exceptions, metatags

    are no longer used by major search engines either to calculate Page Rank, or to display a page in search results.
  14. Inbound links •  Think of inbound links as “votes” for

    your website
  15. Acquiring inbound links: Acceptable methods •  List your website in

    directories •  Contact websites with a similar theme and ask for a reciprocal link.
  16. Acquiring inbound links: Unacceptable methods •  Free-for-all link pages and

    link farms •  Buying links
  17. Beyond the Basics •  Content-based SEO •  Content-independent SEO

  18. Content-based SEO •  All about optimizing your site’s content

  19. Content-independent SEO •  All about maximizing the impact of non-

    content factors, such as inbound links and website structure
  20. Fun and Games •  Google Bombing •  April 1st, Google-style

    •  Googlewhacking
  21. Google Bombing

  22. Google and April Fools Day •  Job openings on the

    moon (2004) •  Launch of Google Gulp drink (2005) •  CADIE (2009) (Cognitive Autoheuristic Distributed- Intelligence Entity)
  23. Googlewhacking •  Enter just two words in search engine • 

    No quotation marks allowed •  Get the search engine to return just one search result (“Results 1 - 1”) •  Holy Grail = Googlewhackblatt
  24. Questions??

  25. Contact Kevin •  Kevin A. Barnes, Creativity Engineer •  Email:

    kevin@creatonomy.com •  Web: creatonomy.com @Creatonomy (Twitter) kevinabarnes.com @KevinABarnes (Twitter)