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<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoOrganizationName" style="MARGIN: 0px" align="left"><b>
<font face="Arial" color="white" size="3">
<span lang="en-US" style="FONT-SIZE: 16px; LINE-HEIGHT: 113%;">SOI Analytics</span></font></b></p>
</div>
</td>
<td valign="top" width="10" colspan="3" height="63" rowspan="5">
<img height="63" hspace="0" src="http://www.soianalytics.com/Marketing/introseo/image002.jpg" width="10" border="0"></td>
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<td width="0" height="29"></td>
<td valign="top" width="19" colspan="4" height="132" rowspan="9"></td>
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<img height="74" hspace="0" src="http://www.soianalytics.com/Marketing/introseo/image003.jpg" width="84" border="0"></td>
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<td width="0" height="5"></td>
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<tr>
<td width="0" height="21"></td>
<td valign="top" width="366" background="http://www.soianalytics.com/Marketing/introseo/image004.jpg" colspan="13" height="25" rowspan="2">
<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoTagline" style="MARGIN: 0px" align="left"><b>
<font face="Arial" color="white" size="1">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 113%;">The speed
of information.</span></font></b></p>
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</td>
</tr>
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<td width="0" height="4"></td>
<td valign="top" width="30" height="19" rowspan="2"></td>
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<td valign="top" width="142" colspan="3" height="6" rowspan="2"></td>
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<td width="0" height="2"></td>
<td valign="top" width="398" colspan="17" height="2"></td>
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<td width="0" height="46"></td>
<td valign="top" width="521" colspan="16" height="52" rowspan="2">
<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoTitle3" style="MARGIN: 0px" align="left">
<font face="Arial Black" color="#006699" size="4">
<span lang="en-US" style="FONT-SIZE: 21px; LINE-HEIGHT: 113%; FONT-FAMILY: 'Arial Black';">
Introduction to Search Engine Optimization</span></font></p>
</div>
</td>
<td valign="top" width="19" colspan="4" height="52" rowspan="2"></td>
</tr>
<tr>
<td width="0" height="6"></td>
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<td width="0" height="4"></td>
<td valign="top" width="8" height="965" rowspan="31"></td>
<td valign="top" width="543" colspan="21" height="4">
<img height="4" hspace="0" src="http://www.soianalytics.com/Marketing/introseo/image007.jpg" width="543" border="0"></td>
<td valign="top" width="8" colspan="2" height="4"></td>
</tr>
<tr>
<td width="0" height="4"></td>
<td valign="top" width="551" colspan="23" height="4"></td>
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<tr>
<td width="0" height="22"></td>
<td valign="top" width="11" colspan="3" height="444" rowspan="12"></td>
<td valign="top" width="338" colspan="9" height="24" rowspan="3">
<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoAccentText" style="MARGIN: 0px" align="left"><b>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 113%; FONT-FAMILY: Arial;">
1. Preliminary Optimization</span></font></b></p>
</div>
</td>
<td valign="top" width="18" colspan="3" height="28" rowspan="4"></td>
<td valign="top" width="164" colspan="3" height="28" rowspan="4">
<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoAccentText" style="MARGIN: 0px" align="left"><b>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; LINE-HEIGHT: 113%; FONT-FAMILY: Arial;">
Volume 1, Issue 1, May 2007</span></font></b></p>
</div>
</td>
<td valign="top" width="20" colspan="5" height="28" rowspan="4"></td>
</tr>
<tr>
<td width="0" height="1"></td>
</tr>
<tr>
<td width="0" height="1"></td>
</tr>
<tr>
<td width="0" height="4"></td>
<td valign="top" width="338" colspan="9" height="420" rowspan="9">
<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoBodyText3" style="MARGIN: 0px 0px 12px; TEXT-ALIGN: justify">
<font face="Arial" color="black" size="1">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 125%; FONT-FAMILY: Arial;">
This section describes components of the website that can be optimized
and their current status. We will be referring to a simple use
case to provide examples of good search engine optimization techniques
and other techniques that can degrade search engine relevancy.</span></font></p>
<p class="MsoAccentText" style="MARGIN: 0px 0px 4px" align="left">
<b><font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 113%;">1.1
Search Terms</span></font></b></p>
<p class="MsoBodyText3" style="MARGIN: 0px 0px 12px; TEXT-ALIGN: justify">
<font face="Arial" color="black" size="1">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 125%; FONT-FAMILY: Arial;">
Search terms are why we need search engine optimization. Simply explained,
a person types some keywords they think will help them find related
content whether it is for shopping or research, and then they click
the search button. <br>
<br>
The results are show and the person on whatever links are provided that
look most relevant or most appealing. Some questions to ask yourself
are how often do you click on a sponsored link? and how often do you
view results on page 2 and page 3?<br>
By answering those two questions, you have just defined exactly where
you need the link to your website to be.</span></font></p>
<p class="MsoAccentText" style="MARGIN: 0px 0px 4px" align="left">
<b><font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 113%;">1.2
Website Structure</span></font></b></p>
<p class="MsoBodyText3" style="MARGIN: 0px; TEXT-ALIGN: justify">
<font face="Arial" color="black" size="1">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 125%; FONT-FAMILY: Arial;">
Website structure is the structure or navigation path of a website
by which a person browsing your website or a search engine spider ‘crawls’
your website. Two examples of website structure are sown below.</span></font><font face="Arial" color="black" size="1">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 125%;">Keep
in mind website structure is equally important as website copy.</span></font></p>
</div>
</td>
</tr>
<tr>
<td width="0" height="28"></td>
<td valign="top" width="17" colspan="2" height="224" rowspan="4"></td>
<td valign="top" width="164" bgcolor="#ffcc00" colspan="3" height="28">
<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoAccentText" style="MARGIN: 0px" align="left"><b>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 113%; FONT-FAMILY: Arial;">
Search Engine Reporting</span></font></b></p>
</div>
</td>
<td valign="top" width="21" colspan="6" height="28"></td>
</tr>
<tr>
<td width="0" height="6"></td>
<td valign="top" width="185" colspan="9" height="6"></td>
</tr>
<tr>
<td width="0" height="184"></td>
<td valign="top" width="1" height="190" rowspan="2"></td>
<td valign="top" width="164" colspan="3" height="190" rowspan="2">
<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoAccentText9" style="MARGIN: 0px" align="left">
<font face="Arial Black" color="#006699" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; LINE-HEIGHT: 113%;">Key Features:</span></font></p>
<p class="MsoListBullet" style="MARGIN: 0px 0px 0px 14px" align="left">
<span style="FONT-SIZE: 16px; COLOR: black; DIRECTION: ltr; FONT-FAMILY: Symbol; unicode-bidi: embed;">
></span><span style="WIDTH: 5px"> </span>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; FONT-FAMILY: Arial;">Search
engine performance</span></font></p>
<p class="MsoListBullet" style="MARGIN: 0px 0px 0px 14px" align="left">
<span style="FONT-SIZE: 16px; COLOR: black; DIRECTION: ltr; FONT-FAMILY: Symbol; unicode-bidi: embed;">
></span><span style="WIDTH: 5px"> </span>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; FONT-FAMILY: Arial;">Competitive
analysis</span></font></p>
<p class="MsoListBullet" style="MARGIN: 0px 0px 0px 14px" align="left">
<span style="FONT-SIZE: 16px; COLOR: black; DIRECTION: ltr; FONT-FAMILY: Symbol; unicode-bidi: embed;">
></span><span style="WIDTH: 5px"> </span>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; FONT-FAMILY: Arial;">Keyword
trending</span></font></p>
<p class="MsoListBullet" style="MARGIN: 0px 0px 0px 14px" align="left">
<span style="FONT-SIZE: 16px; COLOR: black; DIRECTION: ltr; FONT-FAMILY: Symbol; unicode-bidi: embed;">
></span><span style="WIDTH: 5px"> </span>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; FONT-FAMILY: Arial;">Historical
Analysis</span></font></p>
<p class="MsoListBullet" style="MARGIN: 0px 0px 0px 14px" align="left">
<span style="FONT-SIZE: 16px; COLOR: black; DIRECTION: ltr; FONT-FAMILY: Symbol; unicode-bidi: embed;">
></span><span style="WIDTH: 5px"> </span>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; FONT-FAMILY: Arial;">Daily
tracking offers real- time data – don’t
wait for monthly reports!</span></font></p>
<p class="MsoListBullet" style="MARGIN: 0px 0px 0px 14px" align="left">
<span style="FONT-SIZE: 16px; COLOR: black; DIRECTION: ltr; FONT-FAMILY: Symbol; unicode-bidi: embed;">
></span><span style="WIDTH: 5px"> </span>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; FONT-FAMILY: Arial;">No software
installation or dedicated machines required</span></font></p>
</div>
</td>
<td valign="top" width="20" colspan="5" height="190" rowspan="2"></td>
</tr>
<tr>
<td width="0" height="6"></td>
</tr>
<tr>
<td width="0" height="28"></td>
<td valign="top" width="15" height="192" rowspan="4"></td>
<td valign="top" width="164" bgcolor="#ffcc00" colspan="3" height="28">
<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoAccentText" style="MARGIN: 0px" align="left"><b>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 113%; FONT-FAMILY: Arial;">
Competitive Analysis</span></font></b></p>
</div>
</td>
<td valign="top" width="23" colspan="7" height="28"></td>
</tr>
<tr>
<td width="0" height="8"></td>
<td valign="top" width="187" colspan="10" height="8"></td>
</tr>
<tr>
<td width="0" height="150"></td>
<td valign="top" width="164" colspan="3" height="186" rowspan="4">
<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoAccentText9" style="MARGIN: 0px" align="left">
<font face="Arial Black" color="#006699" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; LINE-HEIGHT: 113%;">Key Features:</span></font></p>
<p class="MsoListBullet" style="MARGIN: 0px 0px 0px 14px" align="left">
<span style="FONT-SIZE: 16px; COLOR: black; DIRECTION: ltr; FONT-FAMILY: Symbol; unicode-bidi: embed;">
></span><span style="WIDTH: 5px"> </span>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; FONT-FAMILY: Arial;">Identify
competitors</span></font></p>
<p class="MsoListBullet" style="MARGIN: 0px 0px 0px 14px" align="left">
<span style="FONT-SIZE: 16px; COLOR: black; DIRECTION: ltr; FONT-FAMILY: Symbol; unicode-bidi: embed;">
></span><span style="WIDTH: 5px"> </span>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; FONT-FAMILY: Arial;">Watch
competitors</span></font></p>
<p class="MsoListBullet" style="MARGIN: 0px 0px 0px 14px" align="left">
<span style="FONT-SIZE: 16px; COLOR: black; DIRECTION: ltr; FONT-FAMILY: Symbol; unicode-bidi: embed;">
></span><span style="WIDTH: 5px"> </span>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; FONT-FAMILY: Arial;">Know
where competitors advertise</span></font></p>
<p class="MsoListBullet" style="MARGIN: 0px 0px 0px 14px" align="left">
<span style="FONT-SIZE: 16px; COLOR: black; DIRECTION: ltr; FONT-FAMILY: Symbol; unicode-bidi: embed;">
></span><span style="WIDTH: 5px"> </span>
<font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 10px; FONT-FAMILY: Arial;">Get
notified when competitors make changes </span></font></p>
</div>
</td>
<td valign="top" width="23" colspan="7" height="186" rowspan="4"></td>
</tr>
<tr>
<td width="0" height="6"></td>
</tr>
<tr>
<td width="0" height="25"></td>
<td valign="top" width="10" colspan="2" height="30" rowspan="2"></td>
<td valign="top" width="338" colspan="9" height="30" rowspan="2">
<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoBodyText3" style="MARGIN: 0px" align="left">
<a href="http://www.soianalytics.com/LearningCenter/introduction-to-search-engine-optimization.html">
<font face="Arial" color="blue" size="1">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 125%; FONT-FAMILY: Arial; TEXT-DECORATION: underline;">
Read more...</span></font></a></p>
</div>
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<td valign="top" width="16" colspan="2" height="30" rowspan="2"></td>
</tr>
<tr>
<td width="0" height="5"></td>
</tr>
<tr>
<td width="0" height="2"></td>
<td valign="top" width="2" height="458" rowspan="13"></td>
<td valign="top" width="541" colspan="20" height="2">
<img height="2" hspace="0" src="http://www.soianalytics.com/Marketing/introseo/image008.jpg" width="541" border="0"></td>
<td valign="top" width="8" colspan="2" height="2"></td>
</tr>
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<td width="0" height="4"></td>
<td valign="top" width="549" colspan="22" height="4"></td>
</tr>
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<td width="0" height="219"></td>
<td valign="top" width="8" height="452" rowspan="11"></td>
<td valign="top" width="234" colspan="7" height="219">
<img height="219" hspace="0" src="http://www.soianalytics.com/Marketing/introseo/image009.jpg" width="234" usemap="#map0" border="0">
<map name="map0">
<area title="http://www.soianalytics.com/LearningCenter/introduction-to-search-engine-optimization.html" shape="RECT" coords="0,0,234,219" href="http://www.soianalytics.com/LearningCenter/introduction-to-search-engine-optimization.html">
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<td valign="top" width="6" height="219"></td>
<td valign="top" width="282" colspan="9" height="246" rowspan="5">
<div style="PADDING-RIGHT: 2px; PADDING-LEFT: 2px; PADDING-TOP: 2px">
<p class="MsoAccentText" style="MARGIN: 0px 0px 4px" align="left">
<b><font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 113%;">1.3
Optimal Website Structure</span></font></b></p>
<p class="MsoBodyText3" style="MARGIN: 0px; TEXT-ALIGN: justify">
<font face="Arial" color="black" size="1">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 125%; FONT-FAMILY: Arial;">
In this scenario, a person enters your website at the home page. The
person will navigate to page to select from a category list which will
direct them to a product listing page. From the product listing
page, the person will click on the product of interest and be directed
to the product details page. We are not done yet from a search
engine optimization perspective, to increase the relevancy of this product
page, we must have links to other related products or pages.
These links must link to the pages directly and not link to another
listing page; which acts and a content partition from the search engine
</span></font></p>
</div>
</td>
<td valign="top" width="19" colspan="4" height="394" rowspan="9"></td>
</tr>
<tr>
<td width="0" height="1"></td>
<td valign="top" width="240" colspan="8" height="1"></td>
</tr>
<tr>
<td width="0" height="20"></td>
<td valign="top" width="210" colspan="6" height="26" rowspan="3">
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<span lang="en-US" style="FONT-SIZE: 10px; LINE-HEIGHT: 113%; FONT-FAMILY: 'Arial Black';">
Optimal Website Structure</span></font></p>
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<b><font face="Arial" color="black" size="0">
<span lang="en-US" style="FONT-SIZE: 12px; LINE-HEIGHT: 113%;">1.4
Non-Optimal Website Structure</span></font></b></p>
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In this example, a person navigates the same path to the product detail
page as describes in section 1.1.1 except the product details page does
not contain links to related products – it contains a link to a separate
product listing page. The keyword there is ‘separate’ – not linking
to related products directly, has effectively isolated or partitioned
the related product links creating a partition. </span></font>
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<p class="MsoBodyText3" style="MARGIN: 0px" align="left">
<a href="http://www.soianalytics.com/LearningCenter/introduction-to-search-engine-optimization.html">
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Read more...</span></font></a></p>
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