SEO 101


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This is an overview of tips and techniques in attaining organic search results. This Presentation was given at a Fox Valley Computing Professionals (
and last just over 100 minutes.

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SEO 101

  1. 1. Search Engine Optimization Search Engine Optimization 101 Laying the Foundation For Organic Search Results
  2. 2. Goal <ul><li>Understand Organic Results </li></ul><ul><li>Become familiar with what SE's are looking for. </li></ul><ul><li>Learn to view your site like an SE. </li></ul><ul><li>Begin to comprehend what the SE's want. </li></ul><ul><li>...and don't want! </li></ul>
  3. 3. We will be covering <ul><li>Organic Search Engine Results </li></ul><ul><li>Off – Page Content </li></ul><ul><ul><li>Links </li></ul></ul><ul><li>On – Page Content </li></ul><ul><ul><li>Content </li></ul></ul>
  4. 4. Not Covering <ul><li>PR </li></ul><ul><ul><li>Algorithms </li></ul></ul><ul><li>Optimizing Flash </li></ul><ul><li>PPC and AdWords </li></ul><ul><li>Ziggy Robots and the Spiders from Mars </li></ul><ul><li>Web 2.0 Networks </li></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>technorati </li></ul></ul><ul><li>Analytics </li></ul><ul><ul><li>But use it anyway!!! </li></ul></ul>
  5. 5. Why? One Word: Conversions! <ul><li>Increase Traffic </li></ul><ul><li>Increase Trust </li></ul><ul><li>Increase Sales </li></ul>
  6. 6. Does it work? <ul><li>Examples </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  7. 7. Cost Analysis <ul><li>Time </li></ul><ul><li>Effort </li></ul><ul><li>Outside Resource </li></ul>
  8. 8. ROI <ul><li>62% of search engine users click on a search result within the first page of results, and a full 90% of search engine users click on a result within the first three pages of search results. </li></ul>
  9. 9. Organic <ul><li>60.8 percent of Yahoo! and 72.3 percent of Google search engine users chose a natural search result as the most relevant </li></ul><ul><li>60.5% to 70.0% of users trust organic results while only 30% to 39.5% of users trust paid results. </li></ul>
  10. 10. Off – Page Content <ul><li>IBL's, your measurement of trust </li></ul><ul><li>Submission types </li></ul><ul><li>One Way </li></ul><ul><li>Reciprocal </li></ul><ul><li>Paid </li></ul><ul><li>Stumble Upon NOT Link Juice (nofollow links) </li></ul>
  11. 11. IBL Tips <ul><li>Get in Bed with your Partners </li></ul><ul><li>Manufacturers, Dealers, and Distributors </li></ul><ul><li>Traditional Media </li></ul><ul><li>Be a Testimonial Freak </li></ul><ul><li>Network Marketing </li></ul><ul><li>Become a Social Networking Fruitcake </li></ul>
  12. 12. Finding Those Beautiful IBL's <ul><li>Good IBL's </li></ul><ul><li>Bad IBL's </li></ul><ul><li>Wasteful IBL's </li></ul><ul><li>Automated </li></ul><ul><li>Hand Submitted </li></ul><ul><li>&quot;search term&quot;+&quot;add link&quot; </li></ul>
  13. 13. On-Page Content: The Important Stuff in Life
  14. 14. On – Page Content <ul><li>Need to get a <head> in business? </li></ul><ul><ul><li><title> </li></ul></ul><ul><ul><li><meta thingthing> </li></ul></ul><ul><li>Content Content Content </li></ul><ul><ul><li>Yes, it is that important </li></ul></ul><ul><li>Make sure it is unique and interesting </li></ul><ul><li>Code to Text Ratio (C>T) </li></ul><ul><ul><li>calculate the relevancy of a web page </li></ul></ul><ul><li><h1> through <h6> </li></ul><ul><li>An <img> by any other name is not </li></ul><ul><li>Make sure your alt is proper 40-60 characters </li></ul>
  15. 15. Structure <ul><li>Make sure that the most important pages on your site can be reached with as few clicks as possible from your home page. The fewer clicks you need to get to a web page, the more important it looks to search engines. </li></ul><ul><li>Make the links on your website absolute. Do not link to mypage.htm but to If other people scrape your web page contents, you'll get backlinks from these sites. </li></ul>
  16. 16. More Structure <ul><li>Add a nofollow attribute to all links that aren't important for your search engine rankings. For example, your privacy policy page or the web page with your terms and conditions probably needn't be listed in search engines. </li></ul><ul><li>The fewer links you have on a page, the more important is the single link to the other pages on your site. If possible, remove unnecessary links from your web pages. </li></ul>
  17. 17. On Page - Content <ul><li>Long and complicated sentences are not a sign of professionalism. They just show that the author of the sentences doesn't care about the readers. </li></ul><ul><li>The more complicated the text on your web pages, the more likely it is that a web surfer leaves your website. </li></ul><ul><li>Web surfers are impatient people. </li></ul><ul><li>Users have time to read at most 28% of the words during an average visit. </li></ul><ul><li>The Flesch Reading Ease test </li></ul>
  18. 18. Ham & Jam & Spam-a-lot <ul><li>Domain names of spammy websites are often very long and contain many hyphens. </li></ul><ul><li>Domain names often contain commercial high value keywords </li></ul><ul><li>Spammy websites often show very many ads. </li></ul><ul><li>They also often contain high-commercial keywords. </li></ul><ul><li>Often have duplicate content and content scraped from other websites. </li></ul><ul><li>Low quality websites usually don't have unique content. </li></ul>
  19. 19. More Spam <ul><li>Low quality websites usually don't contain a privacy policy, a copyright notice page and &quot;Contact us&quot; page with a full address. </li></ul><ul><li>Spammy websites often have many links to other spam and low quality websites. </li></ul><ul><li>Low quality websites aren't likely to have links from trusted sites. </li></ul><ul><li>Spammy website often use redirects (JavaScript, MetaRefresh, etc.) from landing pages and will also often use cloaking. </li></ul>
  20. 20. And even more Spam <ul><li>Spam elements such as hidden text also cause problems with search engines. </li></ul><ul><li>Search spam has grown out of control in recent years, as spammers use duplicate content, fake blog comments, fake sites, and paid links (among other tactics) to try to get their sites boosted. Google has long identified spammy content and spammy links and ignored them for ranking purposes. </li></ul>
  21. 21. Success...maybe <ul><li>That magic word: Conversion </li></ul><ul><li>From anonymous visitor to sellable visitor. </li></ul><ul><li>From visitor to sale. </li></ul><ul><li>From sale to happy customer. </li></ul><ul><li>Happy customer = Success </li></ul>
  22. 22. Quick Start Optimization <ul><li>Make sure your site, content is together and ready for traffic, both for human and spider eyes. </li></ul><ul><li>Install analytics. </li></ul><ul><li>Find where you competition sits. </li></ul><ul><li>Setup an account at Google's Blogger. </li></ul><ul><li>Create content on blog relevant to your site and link to it. </li></ul><ul><li>Join a forum that is relevant to your site and in your profile/signature put a link to your site. </li></ul><ul><li>Post to the forum. DO NOT SPAM the forum. </li></ul><ul><li>Create an IBL campaign and shoot for 10 submissions per week. NO SPAMMING! </li></ul>
  23. 23. Wanna be a Rock Star? Get listed in a TRAFFIC GENERATOR
  24. 24. TOP TRAFFIC GENERATORS <ul><li>1. </li></ul><ul><li>2. </li></ul><ul><li>3. </li></ul><ul><li>4. </li></ul><ul><li>5. </li></ul><ul><li>6. </li></ul><ul><li>7. </li></ul><ul><li>8. </li></ul><ul><li>9. </li></ul><ul><li>10. </li></ul><ul><li>11. MSN Live </li></ul>
  25. 25. Anything that gets Measured... <ul><li>Gets Done. </li></ul>
  26. 26. Anything that gets Measured Well... <ul><li>Gets done well. </li></ul>
  27. 27. Tools to use and abuse <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  28. 28. About <ul><li>Eric Michalsen </li></ul><ul><li>[email_address] </li></ul><ul><li>630.768.3481 </li></ul>