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Search Engines, SEO and SEM



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Search Engines, SEO and SEM

  1. Web 2.0 Secrets: SEO, SEM and Web Traffic Sarah “Intellagirl” Robbins
  2. Look in this space for keyword explanations . Helpful Info!
  15. SERP : Search Engine Results Page.
  18. The Internet
  19. Internet Surfing Places to
  20. The Internet Relevant Results!
  25. I can find it!
  26. I can find it!
  27. How do search engines work? Really RESULTS
  28. 1. New web site is posted, linked to, or has its content altered
  29. 2. SE’s spiders crawl the page
  30. Skims text, image descriptions, meta data, page titles, and URL
  31. Follow links, count links in and out
  32. 3. Index key terms, count word frequency Search Wiki Engine SEO SEM Web Keywords: Words that are used by search engines to determine the topic of a given web page.
  33. 4. Weight algorithm This Page Other Pages
  34. 10 Tons 9 Tons 8 Tons 6 Tons Sites are ranked according to their key term rank
  35. Why do we care?
  36. Why do we build websites? Inform Entertain Persuade Socialize Grow Engage
  37. The Old Way
  38. The Store Front
  39. Location! Location!
  40. Searching
  43. The New Way
  44. The Store Front
  45. Location! Location!
  46. Searching
  47. Your front door is only as good as the number of people who walk through it To walk through… they have to find the door
  48. What is Web Traffic?
  49. What traffic measurements actually monitor
  50. 1. The number of visitors Unique Visitor : Identified by a unique IP address, the most accurate measurement of web traffic
  51. <ul><li>2. The average number of page views per visitor </li></ul>Bounce Rate : % of people who visit only one page of a site
  52. <ul><li>3. Average visit duration Average page duration </li></ul>
  53. <ul><li>4. Busy times – the most popular viewing time </li></ul>
  54. <ul><li>5. Most requested pages, entry pages, exit pages </li></ul>Page Views : How many times has the URL been requested
  55. <ul><li>6. Top paths </li></ul>Paths : the sequence of pages viewed by visitors from entry to exit
  56. <ul><li>7. Referrers </li></ul>Trackback : Links that refer back to your site and drive traffic
  57. <ul><li>Page </li></ul><ul><li>Hits </li></ul>Page Hits : A request for a single file (image, text, audio track) Page Views
  58. How is your traffic?
  59. What terms are being cached for your page? <ul><li>Example of badly text cached page with “good design” : </li></ul><ul><li> </li></ul>
  60. Google Analytics
  63. What’s your Google Page Ranking? PR(A) = (1-d)+d(PR(t1)/C(t1) + ... + PR(tn)/C(tn))
  64. What’s your Google Page Ranking? Links In + Links Out
  65. WARNING!
  66. Web Traffic is NOT the whole picture Conversions are key!
  67. How to increase traffic
  68. <ul><li>1. Good content </li></ul>
  69. 2. Link sharing
  70. 3. Update content
  71. 4. Know Your Key words What are people looking for to find your business? What terms best describe your business? What terms are used to find your competitors, your industry?
  72. SEO/SEM: Getting Help with your Traffic
  73. SEO: Search Engine Optimization
  74. SEO: Search Engine Organics <ul><li>Researching key terms </li></ul><ul><li>Content creation advice </li></ul><ul><li>Linking assistance </li></ul>
  75. SEO: Search Engine Marketing
  76. SEM: Search Engine Manipulation <ul><li>Researching key terms </li></ul><ul><li>Content creation advice </li></ul><ul><li>Linking assistance </li></ul><ul><li>Purchasing Search Placement </li></ul><ul><li>Purchasing Search Ads, Pay Per Click </li></ul>
  77. Affiliate marketing <ul><li>Advertiser pays an affiliate for driving event-driven traffic (orders, leads) to their site. Affiliate gets paid a commission based on order or lead. </li></ul>PPC : Pay Per Click. Advertising method where an advertiser pays for their ads (which are displayed on a given website) if and only if someone actually clicks on the ad.
  78. GoogleWhacking: a two-word search that yields only one result <ul><li>“ stiffed deskpersons” </li></ul><ul><li>“ painfully tightlippedness” </li></ul><ul><li>“ whizzing farmwomen” </li></ul><ul><li>“ psychobiographic orangutan” </li></ul>Whack!
  80. Thanks for coming!!