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SEO
Search Engine Optimization
History of SEO

1994   1995     1996   1997   1998    1999    2000   2001   2002   2003   2004   2005   2006   2007   2008   2009




RELATIVE IMPORTENCE OF FACTORS IN SEO OVER TIME

  On pages SEO                       Domain Authority

  Search Engine Submission           Link context

  Page Rank (or similar)             User signals

  Anchor text
SEO/PPC/SEM
                SEM

          SEO         PPC




PPC
On site & off site relationen


 On-site measures   Links from other websites




20% 80%
i te
-s
ff
O




               What’s a link to




          Link = recommendation
i te
-s
ff


                         Linktext
O




          I guess this
          page is
          about cars

                         Cars



                                                  Cool cars




                                New cars   Cars
e
      it
-s
ff


                               Are all links equally
O




                                    valuable?
    • Cybercom
    	

    <a href="http://www.cybercom.com">Cybercom</a>



    • Cybercom – mobile application solutions
    	

    <a href="http://www.cybercom.com">Cybercom – mobile application solutions</a>



    •C
    	

    <a href="http://www.cybercom.com"> <img src=“cybercom.jpg" alt=“Cybercom"/></a>




                                                                       7
i te
-s
ff

          Are links from all websites
O




             equally important?




                    <                   ?
i te
-s
ff


          How does Google value
O




             link placement?

                           Right column
                                 =
                             low value


                            Context link
                                 =
                             high value




                            Footer link
                                 =
                             low value
The power of Linkerati




                                     Bloggers   Forum posters
                                     Web News Writers 
                                     Content Creators 
                                     Resource Editors Social
                                          Viral
                                     Taggers
                                     Connectors
  Browsers   Customers   Linkerati   Journalists
e
         sit
       n-
     /o

               Domain strategy
   i te
-s
ff
O




               A
                             PageRank 2


               B


               C
                             PageRank 2


               D

               E
                              PageRank 2

               F
ite
          s
       n-
     /o
                Domain strategy
   i te
-s
ff
O




                A

                B


                C
                              PageRank 6


                D

                E

                F
te      How do you build on-site
  si
n-
O



                  relevance?

                                   Title , meta description, meta keywords

         Title tag *****           Menu
         Meta description ****     Bread crumb
                                                                             H3
         Meta keywords *           H1 heading
                                                                             heading
         URL*****                  Preamble
                                                                             Dynamic
                                                                             Content
         Bread crumb **                                                      e.g. related
                                                                             content
         H1 Heading ****           Copy

         H2 Heading ****
         H3 Heading **
         Preamble ***
                                   H2 heading
         Image alt tag ***
         Link text *****           Copy


         Dynamic content **
         Footer *
                                 Footer
te
  si
n-


                         Site structure
O




         Great! I can
         reach all the
         pages easily

                          Home                  1 Page

                          Topics            100 Pages

                          Subcategories   10,000 Pages

                          Detail           1 mil Pages
te   Vertical search
  si
n-
O
Instant answers
News Results



 Real Time
  Results



Local Results



Image Results




                         16
The SEO Pyramide

                      SOCIAL MEDIA
                          & PR

           s
         es
      oc
    pr
     O




                      LINK BUILDING
  SE




                    EDITORIAL REVIEW
               KEYWORD RESEARCH & TARGETING




                    TECHNICAL REVIEW
                ACCESSIBLE QUALITY CONTENT

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SEO - The basics

  • 2. History of SEO 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 RELATIVE IMPORTENCE OF FACTORS IN SEO OVER TIME On pages SEO Domain Authority Search Engine Submission Link context Page Rank (or similar) User signals Anchor text
  • 3. SEO/PPC/SEM SEM SEO PPC PPC
  • 4. On site & off site relationen On-site measures Links from other websites 20% 80%
  • 5. i te -s ff O What’s a link to Link = recommendation
  • 6. i te -s ff Linktext O I guess this page is about cars Cars Cool cars New cars Cars
  • 7. e it -s ff Are all links equally O valuable? • Cybercom <a href="http://www.cybercom.com">Cybercom</a> • Cybercom – mobile application solutions <a href="http://www.cybercom.com">Cybercom – mobile application solutions</a> •C <a href="http://www.cybercom.com"> <img src=“cybercom.jpg" alt=“Cybercom"/></a> 7
  • 8. i te -s ff Are links from all websites O equally important? < ?
  • 9. i te -s ff How does Google value O link placement? Right column = low value Context link = high value Footer link = low value
  • 10. The power of Linkerati Bloggers Forum posters Web News Writers  Content Creators  Resource Editors Social Viral Taggers Connectors Browsers Customers Linkerati Journalists
  • 11. e sit n- /o Domain strategy i te -s ff O A PageRank 2 B C PageRank 2 D E PageRank 2 F
  • 12. ite s n- /o Domain strategy i te -s ff O A B C PageRank 6 D E F
  • 13. te How do you build on-site si n- O relevance? Title , meta description, meta keywords Title tag ***** Menu Meta description **** Bread crumb H3 Meta keywords * H1 heading heading URL***** Preamble Dynamic Content Bread crumb ** e.g. related content H1 Heading **** Copy H2 Heading **** H3 Heading ** Preamble *** H2 heading Image alt tag *** Link text ***** Copy Dynamic content ** Footer * Footer
  • 14. te si n- Site structure O Great! I can reach all the pages easily Home 1 Page Topics 100 Pages Subcategories 10,000 Pages Detail 1 mil Pages
  • 15. te Vertical search si n- O
  • 16. Instant answers News Results Real Time Results Local Results Image Results 16
  • 17. The SEO Pyramide SOCIAL MEDIA & PR s es oc pr O LINK BUILDING SE EDITORIAL REVIEW KEYWORD RESEARCH & TARGETING TECHNICAL REVIEW ACCESSIBLE QUALITY CONTENT