How To Get Better Conversions Seo For Publishers

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  • 1. Victoria EdwardsInternet Marketing Specialist–SEO/SMO LinkShare.comTwitter:<br />
  • 2. Page 2<br />SEO + PPC = $$$$$<br />A recent MarketingSherpa study shows top organic positions are clicked 20 percent of the time and top paid-advertising positions are clicked 10 percent of the time. However, if a site has a top organic position and a top paid-advertising position, the links to the site are clicked 60 percent of the time. It&apos;s an unusual situation: 10 + 20 = 60.<br />
  • 3. Page 3<br />What is SEO?<br />Search Engine Optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “organic&quot; (&quot;natural &quot; or &quot;algorithmic&quot;) search results.<br /> - Wikipedia <br />
  • 4. Page 4<br />Strategy of SEO <br /><ul><li>Research your customers and demographics
  • 5. Perform competitive analysis
  • 6. Make sure that your keywords are:
  • 7. Relevant to your business
  • 8. Searched often
  • 9. Easilyranked in search engines</li></li></ul><li>Page 5<br />Site Structure<br /><ul><li>301 redirects – Is your site being seen as one or more sites by search engines?
  • 10. Metadata – Title, keyword tag and description tag
  • 11. Headings – H1 – H6
  • 12. Website design – Is your design search and spider friendly?
  • 13. Internal linking</li></li></ul><li>Page 6<br />Site Structure - 301 redirects <br /><ul><li>If and are seen as two different sites, this creates duplicate content
  • 14. Resolution: 301 permanent redirects
  • 15. Tells the search engines to focus all content and inbound links under one domain
  • 16. Used for individual pages</li></li></ul><li>Page 7<br />Site Structure - Metadata<br /><ul><li>Consists of title tag, description tag and keyword tag
  • 17. Unseen information embedded in a web page
  • 18. Basic SEO technique often overlooked</li></li></ul><li>Page 8<br />Site Structure - Title Tags<br /><ul><li>Primary on page SEO tactic
  • 19. Used as anchor text in search engine results
  • 20. Limit length to 65 characters (including spaces) or less
  • 21. Incorporate keyword phrases
  • 22. Must be relevant to topic on page</li></li></ul><li>Page 9<br />Site Structure Meta Data<br /><ul><li>Meta Description - The meta description tag exists as a short description of a page's content. Search engines do not use the keywords or phrases in this tag for rankings, but meta descriptions are the primary source for the snippet of text displayed beneath a listing in the results.
  • 23. Meta Keywords: Still given weight in some search engines. These are not seenon page (like meta description is seen in search engines) but they still carryweight. </li></li></ul><li>Page 10<br />Site Structure – Headings <br />Only one H1 per page<br /><ul><li>Title of your page eg. “5 Ways to Save Money”
  • 24. HTML Tag
  • 25. H1, h2….h6
  • 26. H1 has the most weight on this area
  • 27. Important keywords should be placed here within H1 tag
  • 28. Gives your reader a quick way to scan pages
  • 29. Tells reader what page is about
  • 30. Search engines will know what are the most important topics on the page</li></ul>H2 and so on<br />
  • 31. Page 11<br />Site Structure - Web Design <br /><ul><li>If you want your site listed on search engines then make sure that you have correct HTML code.
  • 32. Many search engines cannot properly catalog or index a site that has HTML errors.
  • 33. Search Engines can't read FLASH, DHTML, JavaScript or AJAX.
  • 34. Search engines may have difficulty crawling, indexing, and extracting the content of your site if you have broken HTML or a poorly structured codebase.
  • 35. A lot of GOOD, optimized content is KEY!</li></li></ul><li>Page 12<br />Site Structure – Internal Linking<br /><ul><li>Tells search engines where your pages are within your site
  • 36. Lets search engines know which pages are important
  • 37. Anchor text tells search engines the topic of the destination page (example: movie reviews)
  • 38. Link Text Must Be Relevant To Destination</li></li></ul><li>Page 13<br />Content – What is content?<br /><ul><li>Creating a content strategy means developing a keen understanding of what your customers need to know and delivering it in a compelling way.
  • 39. Keywords research is a large part of your content strategy. 
  • 40. Content strategy forces you to think like your customer.
  • 41. Less about sales and ALL about delivering a consistent message that is valuable and relevant.</li></li></ul><li>Page 14<br />Benefits of Organic Traffic <br />Pay Per Click = 25% of clicks<br />Organic / Natural results in 75% clicks<br /><ul><li> More search savvy
  • 42. Users tend to click more on organic results traffic
  • 43. Results are more stable vs PPC
  • 44. Takes YOUR effort and time but is a cost free effort
  • 45. SEO clicks convert at about a 25% higher rate than PPC clicks (BusinessWeek)</li></li></ul><li>Victoria Edwards, SEO/Social Media LinkShare.comTwitter:<br />
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