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2. Search Engine Optimization
Importance
6 times more effective than a banner Ad
Delivers qualified leads
80% of Internet user sessions begin at the search
engines
(Source: Internetstats.com)
55% of online purchases are made on sites found
through search engine listings
(Source: Internetstats.com)
3. Steps for Higher Search Engine
Rankings
1) Get Your Site Fully Indexed
The better your PageRank, the deeper and more
often your site will be crawled
Search Results include non-indexed pages (e.g. ones
with no title or snippet)
Misconfigurations (in robots.txt, in the type of redirects
used, etc.) can kill indexation
Keep your error pages out of the index by returning
404 status code
Keep duplicate pages out of the index by
standardizing your URLs
4. Steps for Higher Search Engine
Rankings
2) Get Your Pages Visible
100+ “signals” that influence ranking
Home page is the most important page of a site
Incorporate Keywords into Meta Tags, Headings (H1
& H2 tags), Alt tags and Hyperlink
Have text for navigation, not graphics
5. Steps for Higher Search Engine
Rankings
3) Build Links and PageRank
“Link popularity” affects Search Engine Rankings
PageRank™ - Links from “important” sites have more
impact on Google rankings
Google offers a window into your PageRank
PageRank meter in the Google Toolbar (toolbar.google.com)
Google Directory (directory.google.com) category pages
3rd party tools like SEOChat.com’s “PageRank Lookup” &
“PageRank Search”
Scores range from 0-10 on a logarithmic scale
6. Steps for Higher Search Engine
Rankings
4) Leverage Your PageRank
Homepage’s PageRank gets distributed to your
deep pages by virtue of your hierarchical internal
linking structure
Ideal Internal Site Linking Hierarchies
7. Steps for Higher Search Engine
Rankings
5) Track the Right Metrics
Indexation: # of pages indexed, % of site indexed, %
of product inventory indexed, # of “fresh pages”
Link popularity: # of links, PageRank score (0 - 10)
Rankings: By Keyword, “filtered” (penalized) rankings
Keyword popularity: # of searches, competition, KEI
(Keyword Effectiveness Indicator) scores
Cost/ROI: Sales by Keyword & by engine, cost per
lead
8. Steps for Higher Search Engine
Rankings
6) Avoid Worst Practices
Target relevant keywords
Don’t stuff keywords or replicate pages
Create useful content
Links should be relevant
Observe copyright/trademark law & Google’s
guidelines