SEO Marketing
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Table of Contents
What is Search Engine Optimization (SEO)?
Does the fact that ‘organic’ search traffic has no Cost Per Click (CPC) associated to it mean that it is really free?
We will look quickly at how search engines work, what is needed to generate traffic, and what metrics are used to measure it.
Metrics Covered: PageRank, SERP Rankings (in a separate page), Keyword Effectiveness Index, Inbound Links, Traffic
What is Search Engine Optimization (SEO)?
Does the fact that ‘organic’ search traffic has no Cost Per Click (CPC) associated to it mean that it is really free?
We will look quickly at how search engines work, what is needed to generate traffic, and what metrics are used to measure it.
Metrics Covered: PageRank, SERP Rankings (in a separate page), Keyword Effectiveness Index, Inbound Links, Traffic
Search Engines
- Google represents 80% of English language searches, so we focus on Google for SEO work
- We need to understand the difference between organic vs paid results
- Getting indexed, and checking if we have been indexed
- Then Google uses over 200 factors to determine what to show in results
- Which are the most important?
Metrics: PageRank (PR)
The Question:
What does Google think of my webpage?
Approach:
Look at the Google Toolbar to get a PageRank for my page
Commentary:
Again much less useful than it used to be. Install the Google Toolbar, go to every page you want to measure, and record the PR value. Helps to indicate likelihood of getting good SERPs. The figure shown is approximate and may be up to 3 months old. Is a value for a page – not for a whole website
Approach:
PageRank (PR) of a page is displayed by the Google Toolbar
Metrics: Inbound Links
The Question:
How many other websites link to my site?
Approach:
Use Google or Yahoo Webmaster Tools to estimate
Commentary:
Inbound links are a vital component of increasing PageRank and therefore SERPs. Get as many quality links as possible, but don’t use paid links or spam/ Black Hat techniques, or you may get the dreaded ‘Google Slap’.
Approach:
Get as many quality sites to link to your pages as you can.
Don’t pay for links, don’t use spam/ Black Hat techniques!
