Search Engine Optimization

1
Search Engine Optimization

• Prof. Gemma Welsch
• MIS 366
• May 5, 2004

2
Search Engine Optimization

• Search engine optimization refers to efforts to
  get a web site to rank high on search engine
  queries, such as Google.
• To increase traffic to your site
• Increase conversions
• Increase Revenue
• Lower customer acquisition costs
• Increase ROI of your web site and your company
• Increase market share

3
Increasing Qualified Traffic

• How to increase qualified traffic to your site?

4
Web Site Access

• Keep in mind that only about 20 of the time are
  the domain names actually typed in to access a
  web site.
• 80 of the time, a web site is accessed by
  clicking to it from another site
• e.g., from a search engine, such as Google
• e.g., from a referring site such as Research
  Resources on the Web in my web site
• e.g., bookmarks
• Source Alec Ross www.connectworking.com

5
Choose A Popular Web Site Name and Domain Name

• If the web site name is a matter of choice,
  choose a name that is well known or used often.
• e.g., Young Entrepreneurs Yellow Pages as opposed
  to CEO (Collegiate Entrepreneurs Organization)
  Yellow Pages
• Choose a domain name that is a referent to the
  web site name.
• Currently ceoyellowpages.com
• e.g., websiteoptimization.com

6
The Web Site Itself

• Meta tags
• description of the organization
• keywords
• check out our FrontPage 2002 textbook, Page
  FP2.43
• check out a meta tag generator at
  http//www.submitexpress.com/metatags.html
• Page Titles

7
The Web Site Itself cont.

• Placing your name and keyphrases strategically
  throughout your web pages
• Submitting to search engines and
  pay-for-placement services

8
Choose popular keywords

• Choose keywords that are often searched
• Yellow Pages
• Young Entrepreneur(s)
• CEO
• Collegiate Entrepreneur(s)

9
Online Resources

• Here are a few online resources to help you
  choose keywords and even a domain name
• http//www.wordtracker.com
• helps you ascertain the popularity of keywords
• http//www.webtrends.com
• helps you analyze your web sites effectiveness
• http//www.websiteoptimization.com