SEO & SEM Strategies 2011 ppt

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Search Engine Optimization (SEO) Strategies to improve exposure to your company’s website…

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Agenda Site Analysis SEO Process Technical aspects of SEO Measuring SEO success

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Site Analysis Report

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What is SEO ( Search Engine Optimization )? The process of improving web pages so they rank higher in search engines for your targeted keywords. Crawlability / Optimized Code Internal Link Structure Link Popularity / Relevance Key Factors Content Relevance

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Where are the Organic Results? Organic Pay Per Click Pay Per Click

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Industry Research – Who gets the clicks? The vast majority of clicks -- roughly 60 percent, go to organic listings. Source: Enquiro , 2011 Organic Clicks vs Paid Clicks

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Industry Research & The case for SEO The majority of clicks are going to Organic listings. SEO is the most popular form of SEM. SEO provides a high ROI. Many people don’t go past the 1 st page in the Search results. Users trust the Natural results to be more relevant to their Search query. Reasons to conduct SEO *Sources: Iprospect Research, eMarketer

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SEO Process Step 1 : Discuss Business objectives. Step 2 : Conduct initial keyword analysis. Step 3 : Identify the keyword/landing page combinations. Step 4 : Interim Client Approval for Keyword/Landing Pages. Step 5 : Baseline Ranking & Traffic reports. Step 6 : On-site & Off-site optimization. Step 7 : Detailed Recommendation documents. Step 8 : Implementation. Step 9 : Monitoring and Optimizing: We provide monthly reporting and optimization recommendations. The reporting is compared to the baseline (or previous month’s results) to identify trends and help guide additional adjustments.

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Technical SEO Comprehensive Website Analysis Keyword Research and Analysis. Baseline Ranking report. Competitive analysis in Search Engines. Content Analysis & SEO Copywriting. Analysis of URL structure & information architecture. Analysis of internal linking. Analysis of source code and page layout. Code validation. Search Engine Saturation. Link Popularity Analysis. Link Relevancy & Co-Citation Analysis (Topical Relevancy).

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Technical SEO - Example of Page Elements Page Title Alt-Tags Link Title Tags Site-Side Optimization Anchor Text Navigation

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Technical SEO - Source Code Title Tag Javascript Meta data

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Define Organic SEO Objectives: Where you are currently Where you want to get to How you are going to achieve this Organic SEO Keyword Research: Current keyword/ keyprase analysis Identifying relevent keyphrases for your market place-ensuring that the keywords chosen are both relevent to your business sector, as well as being regularly searched for online Organic SEO Competitive Analysis: Analysis of competitors strengths and weakness Site architecture and content analysis

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Organic SEO Benchmarking: Top 3 competitors current ranking position in all major search engines. Compare performance in natural listings for keyphrase types. Look at competitors keyword/ keyphrase targeting. Organic On page Optimisation : Metatag analysis-Title tag, H1-H2 tags.These influence rankings and we will add them and optimise them where possible while maintaining readability Body content analysis Site architecture and content optimisation . We will analyse your site content and structure ensuring that technically your website is search engine friendly, and that your content is written for optimum search results

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Organic Off page Optimisation : Link popularity building ( oneway and reciprocal)- Probably one of the most important areas of SEO at the moment is generating links to your website. Directory submissions Press releases and article submissions Organic SEO Reporting and Refining: Monthly traffic and progress reports. Nowadays with site analytics and traffic software it is possible to measure and monitor your online traffic in great detail. This will allow you to look at: Visitor numbers Which page was viewed most often Which search engines reffered them What are the most popular pages Monthly targets and milestones

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Ongoing SEO Consulting: Organic SEO is a long term marketing strategy, and in order to continually achieve the highest rankings it is essential to make adjustments and improvements for your business to remain competitive. Ongoing maintenance and research should be carried out on a monthly basis to ensure long-term success.

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Query ??

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