1. eMarketing : SEO Aj.Metinee Adam

2. 2 Topics  Exploring search engine optimization tactics and techniques to achieve high rankings On-Page optimization Off-Page optimization Understand how web search engines handle your content Understand web design methodologies aimed at improving ranking of web pages on search results  Integrating search engine optimization and social media into your marketing spend  Gaining the competitive edge by ensuring your brand is number one

3. Search Engine Positioning

4. Activity: Google Activity #1: Playground  Please visit www.google.com and enter  your core business keyword

5. Search Engine Optimization Google Results – Organic vs. Paid ORGANIC

6. SEO = Search Engine Optimization Definition:  The process of enhancing both the content  and reputation of a webpage in order to  improve search engine rankings and meet  your top prospects at their immediate point of  need.

7. Understanding Search Engine

8. Bruce Clay’s Search Engine Chart: http://www.bruceclay.com/searchenginechart.pdf http://www.bruceclay.com/searchenginechart.pdf

9. Bruce Clay’s Search Engine Chart: http://www.bruceclay.com/searchenginechart.pdf http://www.bruceclay.com/searchenginechart.pdf

10.  Keywords: Use text that targets your audience; and attracts search engines and links from other sites  Navigation: Give users and crawlers easy access to content  Design Elements: Make sure bells and whistles don’t undermine SEO efforts  Page Rank: Develop a linking strategy to improve your site’s “popularity” Basic SEO Concepts

11. On-Page Optimization

12. h ttps://adwords.google.com/select/KeywordToolExternal Keywords search

13. http://www.keyworddiscovery.com/keywords.html Keywords search

14. Search Engine Positioning (cont.)

15. Researching Search Terms  WordTracker.com (see handout)  Overture suggestion tool Overture suggestion tool  http://inventory.overture.com/d/searchinventory/suggestion/  Google AdWords  https://adwords.google.com/select/main?cmd=KeywordSandbox

16. Things Search Engines Like  Text (Keyword) Words and phrases that match what your target audience types into search engines  Site Navigation Site navigation and URL structure that search crawlers can easily follow  Links to Your Site How “popular” are you?

17.  Search engines place “weight” on terms according to where they are used Keyword Prominence Primary Text  Title tag  Body text  Anchor text  Text near the top of the page  Headings and Emphasized Text Secondary Text  Alt text  Description tag  Domain name and URL elements

18. Keywords in Text  Choose one or two keywords or phases to optimize for each page  Use language of your audience  Do not over use - avoid keyword stuffing  Keywords in links influence relevancy of the pages your linking to No “click here” linksclick here

19.  Site’s Search Metrics  Online Advertising Tools Yahoo!/Overture: http://inventory.overture.com/http://inventory.overture.com/ Google: https://adwords.google.com/select/KeywordSandboxhttps://adwords.google.com/select/KeywordSandbox  Keyword Density http://www.webjectives.com/keyword.htm http://www.keyworddensity.com/  Google Webmaster Tools Keyword Selection Tools

20.  Plan how pages link to each other Pages will not rank well if your site does not have a navigation scheme  Navigation scheme must please users and search engines  Create a crawler-friendly site map  Avoid dangling pages Linking Basics

21.  Make a site with a clear hierarchy  Text Links The most search engine friendly Use for primary or secondary navigation Every page should be reachable from a text link  If using graphic navigation, use alt text  Avoid JavaScript, unless you provide a secondary text navigation scheme Site Navigation Schemes

22.  Create a Site Map HTML page on your site with text links  Create a Sitemap An XML file that lists your site’s URLs Allows crawlers to analyzes information about your site’s architecture to improve crawling Google: http://www.google.com/webmasters/http://www.google.com/webmasters/ Yahoo: http://siteexplorer.search.yahoo.com/http://siteexplorer.search.yahoo.com/ Site Maps Protocol: http://www.sitemaps.org/http://www.sitemaps.org/ Help Crawlers Navigate

23. Create Sitemap Page

24. https://www.google.com/webmasters/tools/dashboard Google Webmaster Tools

25. One repetition of the page’s primary keyword phrase per 30–40 words of copy Repeat the primary keyword phrase in the URL, title tag, meta data, image ALT tag, body copy, and links from other pages Use the keyword phrase intact; Other nouns or keyword phrases should not be more prominent On-Page Optimization

26. Flash Site

27. Activity: Activity #2: Good Combination Please visit http://www.prasebanresort.com http://www.prasebanresort.com

28. Off-Page Optimization

29.  A calculation assigned to a page based on the number of links into the page  The more popular pages that link to you, the higher your popularity rank An inbound link is a vote for a page An outbound link is a vote for a page you’re linking to  All search engines have different popularity algorithms Google’s algorithm is called Page Rank Based on a scale from 0-10 What is Popularity?

30.  Number and Popularity of Inbound Links  Anchor Text Others’ use of keywords in a link to your site  Popularity is assigned per page, not for the entire site Popularity is not inherited Need to deliberately link internal pages to pass on PR Popularity Factors

32. Link Popularity / PageRank  Google score of page’s link popularity  http://toolbar.google.com easy way to see this http://toolbar.google.com  Each link on a particular page gets a portion of that page’s overall score  10 links, each gets 1/10; 100 links, each gets 1/100…  Do you see what I see?

33. ๏ Major General Directories, i.e. Yahoo! Directory, Open Directory (DMOZ), GoGuides, Best of the Web, JoeAnt, Business.com, etc. ๏ Major Thai Directories, i.e. Sanook, mThai, Hunsa, etc. ๏ Niche & Topical Directories, i.e. TourismThailand.org, ThailandTourismDirectory.com, etc. ๏ Blog ๏ Forum ๏ Linkbaiting via Social News and Bookmarking, i.e. Digg, Reddit, StumbleUpon, del.icio.us, etc. ๏ Social Media Profiles, i.e. Flickr, LinkedIn, MySpace, Friendster, Technorati, etc. ๏ Article Directories, i.e. EzineArticles, GoArticles, etc. ๏ Press Release, i.e. Yahoo! News, etc. ๏ Relationship Building ๏ Reciprocal Links ๏ Major General Directories, i.e. Yahoo! Directory, Open Directory (DMOZ), GoGuides, Best of the Web, JoeAnt, Business.com, etc. ๏ Major Thai Directories, i.e. Sanook, mThai, Hunsa, etc. ๏ Niche & Topical Directories, i.e. TourismThailand.org, ThailandTourismDirectory.com, etc. ๏ Blog ๏ Forum ๏ Linkbaiting via Social News and Bookmarking, i.e. Digg, Reddit, StumbleUpon, del.icio.us, etc. ๏ Social Media Profiles, i.e. Flickr, LinkedIn, MySpace, Friendster, Technorati, etc. ๏ Article Directories, i.e. EzineArticles, GoArticles, etc. ๏ Press Release, i.e. Yahoo! News, etc. ๏ Relationship Building ๏ Reciprocal Links Traffic Building

34. Social Bookmarking site

36. BlogBlog

38. Case Studies

40. Case Study: Business.gov Term: Advertising Regulations  #6 on Google  #8 on Yahoo  #2 on MSN  #1 on USA.gov  Page created March ‘07  Submitted to crawlers, listed in DMOZ  0-78 inbound links

41. Case Study: Business.gov  Text Component: page is well-optimized for “advertising” and “regulations”  Link Component: All text links  Popularity Component: Inbound links are using title submitted to DMOZ – “advertising” and “regulations”

42. Case Study: NOAA Fisheries Term: Fisheries  #1 on USA.gov  #2 on MSN  #2 on Yahoo  #3 on Google Term: Fish  Doesn’t show up on the first page or subsequent pages

44. Case Study: NOAA Fisheries  Text Component: page is well-optimized for “fisheries” but not “fish”  Link Component: “pull-down” menu may be a problem for some crawlers. Add search friendly navigation (e.g., site map)  Popularity Component: Lots of inbound links using “fisheries” (not “fish”) in anchor text

45. SEO is an ongoing process

46. Resources and Recommendations

47.  Battelle, John. The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed our Culture. New York. Penguin, 2005.  Kent, Peter. Search Engine Optimization for Dummies. Hoboken, NJ. Wiley, 2004.  Moran, Mike, Hunt, Bill. Search Engine Marketing, Inc. Upper Saddle River, NJ. IBM Press, 2006.  Thurow, Shari. Search Engine Visibility. Indianapolis, IN: New Riders, 2003. Recommended Reading

48. SEO Forums & Events  Industry Forums Webmaster World: http://www.webmasterworld.com/http://www.webmasterworld.com/ Search Engine Watch: http://www.searchenginewatch.com/http://www.searchenginewatch.com/ Digital Point Forums: http://forums.digitalpoint.com/http://forums.digitalpoint.com/ High Rankings: http://www.highrankings.com/forum/http://www.highrankings.com/forum/  Industry Events Search Engine Strategies: http://www.searchenginestrategies.com/http://www.searchenginestrategies.com/

49. End of Chapter Thank you!