2. About Learn SEO Houston
Moderators with over 25 years combined experience in SEO/SEM
SEO Software Strategist and Platform Developers
Guest Speakers at various events such as SMX London, DFWSEM, and other
Prominently fueled by 5 Hour Energy shots and trail mix (true story).
3. What is SEO?
The purpose of Search Engine Optimization (SEO) is to produce more traffic to
a website by organically (not paid) improving the visibility of it in search
engines such as Google, Bing, and Yahoo.
Google Bing Yahoo Other
• 80% of search engine queries go
• 8.5% use Bing
• 9.5% use Yahoo
• 2% use other search engines
4. Why not just use paid advertising?
87% of search engine users choose organic listings over ads.
Paid Search Ads are getting more and more expensive.
The synergistic effect between paid and organic listings can increase CTR by
up to 20%
5. How Search Engines Operate
Crawling- The process by which Googlebot discovers new and updated pages
to be added to the Google index.
Indexing- Googlebot processes each of the pages it crawls in order to compile
a massive index of all the words it sees and their location on each page. In
addition, it processes information included in key content tags and
attributes, such as Title tags and ALT attributes.
Relevancy is determined by over 200 factors.
Pulls information from the index.
Social signals and web mentions are becoming prominent factors in Google’s
6. The Job of an SEOOrganic
7. The Process
8. SEO Pyramid
Keyword Research and
Quality Content and Accessibility
9. Ranking Factors
Off Page SEO
Link Anchor Text
On Page SEO
User Experience (UX)
On Page SEO Off Page SEO
Authorship is a developing concept, but all signs point toward
AuthorRank being implemented which will affect the rankings of
article based on the Author whom it was written by.
Google Keyword Tool: https://adwords.google.com/o/KeywordTool (FREE)
Analytics SEO (Free with paid options)
Long Tail Keywords- Long Tail keywords are typically easier to rank and are
keyword phrases that contain three or more words.
Low Hanging Fruit- Usually long tail keywords that produce a moderate to high
amount of traffic, but have low competition.
Keyword Density- An important factor to consider when optimizing a page. It’s
important not to over optimize, but still include the keywords in the page.
Latent Semantic Indexing- Latent semantic indexing allows a search engine to
determine what a page is about outside of specifically matching search query text.
A page about Apple computers will likely naturally have terms such as iMac or iPod
11. Important HTML to Know
Title Tags- <title>This is the title of my website </title>
Heading Tags <h1> <h2> <h3> <h4> <h5> <h6>
Alt Tags- Within an image tag to provide relevancy to the image.
Anchor tags (<a href=“http://www.learnseohouston.org” title=“SEO Classes
Bold <b> ; italics <i> ; <strong> ;
<meta name=“description” content=“This is a meta description. This will
show up in the search engine below the title.”>
12. Proper Use of the Heading Hierarchy
H1 Tags- Should only be used once on a single page to describe the main point
of the page or the article. It will be very similar to the content you place in
the title tag.
H2 Tags- Each main section of the web page or the article.
H3 Tags- Good for subcategorizing main sections of the site.
Heading 4, 5, and 6- Rarely used but if more subcategories need to be
made, can be used to do so.
13. Technical SEO Factors
301 Redirect (Permanent)
302 Redirect (Temporary)
Page Load Time
Friendly URLS (http://www.learnseohouston.org/blog/live-seo-campaign/)
Custom 404 Page
14. PageRank- The currency of the web
Formula invented by Larry Page (CEO of Google)
PageRank is passed to other pages through links.
Way of gauging the authority of a page.
Generally speaking, if two pages were
equally optimized except for the PageRank
difference, the page with the higher PR
would rank higher.
15. PageRank- Not as important as it used to
Tests and results have been indication that
social factors are beginning to outweigh
Google weighs the virality of content by
taking into account the number of shares
and the velocity of which those shares
16. 8 Ways to Build a Strong Social Following
Connect with authorities in your industry.
Build relationships with bloggers, journalist, and other active social media
users in your industry/niche on Google +, Twitter, LinkedIn, Facebook.
Publish quality content.
Speak at events.
Publish educational videos.
17. Panda and Penguin
• Duplicate Content
• Low Quality Content
• Hiding Text
• Backlink Spamming
• Link Schemes (link wheels)
• Link Relevancy
• Link Diversity
• Xenu Link
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