Search Engine Optimization
Increasing PageRank and Landing Page Effectiveness Submitted: September 21, 2007
Background
• Recent conversations with organizations
actionable recommendations...
indicate a need to optimize website traffic
• The following pages address this need with
• • • •
Search Engines and PageRank
60% of all internet searches are through Google. SEO techniques effective in Google will also work in the smaller search engines (Yahoo, Ask,msn) PageRank = Authority of your website in Google’s eyes. Relevant Content + Back-Links (from other authority sites) = PageRank Higher PageRank = More traffic, better visibility in search results, and ultimately higher conversion
Increasing PageRank
• Many techniques: • White-Hat - good, clean techniques • Gray-Hat - borderline tactics that Google
doesn’t like Google
• Black-Hat - results in permanent ban from
Increasing PageRank
• Leverage existing authority sites’ (i.e.,
want to read Google, Squidoo, etc.) with high PageRank to drive traffic to your website
• Develop relevant content that your visitors • Use Analytics to see which methods are
most effective
Market Research
• Long-Tail Keywords are unique, specific • Determine long-tail keywords for easy
entry into corners of market phrases that are highly searched with low competition/search results
• Once long-tail keywords are discovered,
website landing pages can be optimized for keywords (on-site SEO)
On-Site SEO
• • •
Incorporate specific keywords into page titles and headlines containing Include keyword optimized body copy Before conducting off-site SEO, landing pages must be optimized for visitor searches. If page is not optimized correctly or content is irrelevant, conversion rates will be low.
Off-Site SEO
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Submission of landing pages to authority websites Articles written on authority sites to drive traffic to landing pages (Squidoo, Hubpages, Blogger, Ezinearticles, etc.) Social posting links to landing pages (i.e., Digg, Delicious, IndianPad, etc.) When maximum traffic from long-tail keywords is achieved, larger markets can be targeted
Tracking your Results
Tracking your Results
Other SEO Practices
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Posting comments on similar websites/getting involved in discussion in market with backlink to your landing page. YouTube videos Directory Submission List Building Facebook Groups