Transcript Search Engine Optimization [SEO]

SEO as acquisition tool
Yoram Zahavi
SEO specialist
Topics
• What is it
• Research first
• Measurement & reports
– Primary vs. long tail
– Conversion per keyword
• Summary
What is it?
SEO (Search Engine Optimization)
The process of improving the visibility of a website
or a web page in a search engine's "natural" or unpaid ("organic" or "algorithmic") search results
Organic search results
Are listings on search engine results pages that
appear because of their relevance to the search
terms, as opposed to their being advertisements
SEO life cycle
Business
opportunity
Monitoring
Off-page
optimization
Keywords
research
On-page
optimization
Traffic sources
•
•
•
•
Web search
News
Images
Video (Youtube)
Research first
Always ask your self:
How users will search and What keywords do
they use?
Only then – what is the right way to write it
For example
iphone 4 Review
Conversion
• Measure goals per keyword
– Brand keywords
– Product name
– Demo / free / no downloads
– VIP
What to measure?
•
•
•
•
•
Number of landing pages
Number of keywords generate the traffic
Ranking
Traffic source (web / images / news)
Conversion
Timeframe
At least 6 months.
Better to consider 12 months.
The process
•
•
•
•
Research
Define the strategy
Plan into details
Consider PPC campaign (or use an existing
one) in order to test
Thank you
Yoram Zahavi
[email protected]