Digital Marketing - SEO Introduction

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Jeff Kingston and Tyson Stevens presented a brief introduction into search engine optimization (SEO) during Winter 2013 Semester.

Jeff Kingston and Tyson Stevens presented a brief introduction into search engine optimization (SEO) during Winter 2013 Semester.

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  • 1. A Brief History
  • 2. DirectoriesSearchEngines Categories Sub-Categories Very Limited Requires Submission Easy to Spam Simple No Limits No Submission Harder to Spam
  • 3.  Robots/Crawlers Page Index Ranking Factors:› Relevancy› Authority› On-site› Off-site
  • 4. Building or re-building yourwebsite so that it will placehigher in search rankings
  • 5. “Keywords are important as they area large part of what Google uses todetermine your page’s relevancy”Tools to Use:• Google Adwords Keyword Tool• Google• LSI Keyword Tool• Google TrendsWhat to Consider:• Relevancy to Content• Traffic• Competition• Long-Tail vs. Short TailFor now, just pick a keyword orphrase that you feel would berelevant and well-trafficked.
  • 6. Use Google Adwords keyword tool to build a list of 5 keywordsthat are relevant to your content and would drive real traffic toyour blog.
  • 7. Let Focus on YourContent:1. Open Your Post2. Visual vs. TextHeader TagsStrong/EmphasisImage Alt TagsInternal LinkingExternal Linking3. URL/Permalinks4. Meta Data1. Self-Hosted2. Title3. Description4. No Keywords5. SE Readability1. Java2. Flash3. More…6. Google Authorship
  • 8. Perform an on-site audit of your site/blog for the followingattributes:1. Meta Tags (Title & Description)2. Keyword Locations (Meta Data, H1 Tags, URL, etc.)
  • 9. Building your website’sauthority and relevance asperceived by Google.
  • 10.  Pagerank Domain Authority Trust/AntitrustAs Per:
  • 11.  Anchor Text Context Co-Citation DoFollow/NoFollowAgain,As Per:
  • 12. White HatQuality ContentPress ReleasesBroken LinksSocial BookmarkingGuest PostsWeb 2.0ArticlesDirectoriesForumsProfilesCommentingLink WheelsLink FarmingCloakingHackingBlack HatTip: Diversify Across Domain & IPEditorial vs. AcquiredWho is your audience?
  • 13. Keep in Mind Quality(Age, Natural, Relevant) Velocity Anchor Text (30/30/30) Context Semantic Context (LSI)
  • 14. Find/Build links to your site/blog in the following quantities:1. Make 3 good blog comments that link back to you2. Find 2 sites that might accept a guest post from you and plana topic that you could write about.3. Find 2 other websites that are relevant to your site and mightlink back to you
  • 15.  Directories› dmoz.org› freeprwebdirectory.com› bulldogblog.net› dir.yahoo.com› Find niche directories Blog commentingFinding Link Opportunities Search Queries:› inurl:› inanchor:› link:› site: Ask! Be creative
  • 16. Local SEO Citations Local Listings NAP Consistency Reviews(Number, Quality)National SEO Links On-site Factors
  • 17. Google Analytics Certification ($50)Microsoft Excel Certification (Free) SEOMoz.com SearchEngineLand.com Inbound.org Distilled.net Twitter BloggersDO ITYOURSELF
  • 18. TysonStevensJeffKingstonCompany:SEO Manager @ PMA MediaBlog @ RightHatSEO.comContact:Twitter - @RightHatSEOEmail – tyson@righthatseo.comContact:Twitter - @whattodowithEmail – jeff@jeffreykingston.com