SEO 101

Search Engine Optimization Search Engine Optimization 101 Laying the Foundation For Organic Search Results

Goal
Understand Organic Results
Become familiar with what SE's are looking for.
Learn to view your site like an SE.
Begin to comprehend what the SE's want.
...and don't want!

We will be covering
Organic Search Engine Results
Off – Page Content
Links
On – Page Content
Content

Not Covering
PR
Algorithms
Optimizing Flash
PPC and AdWords
Ziggy Robots and the Spiders from Mars
Web 2.0 Networks
Digg
StumbleUpon
technorati
Analytics
But use it anyway!!!

Why? One Word: Conversions!
Increase Traffic
Increase Trust
Increase Sales

Does it work?
Examples
www.gaspardo.com
www.solbjorg.com

Cost Analysis
Time
Effort
Outside Resource

ROI
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.

Organic
60.8 percent of Yahoo! and 72.3 percent of Google search engine users chose a natural search result as the most relevant
60.5% to 70.0% of users trust organic results while only 30% to 39.5% of users trust paid results.

Off – Page Content
IBL's, your measurement of trust
Submission types
One Way
Reciprocal
Paid
Stumble Upon NOT Link Juice (nofollow links)

IBL Tips
Get in Bed with your Partners
Manufacturers, Dealers, and Distributors
Traditional Media
Be a Testimonial Freak
Network Marketing
Become a Social Networking Fruitcake
http://www.webpronews.com/user/joe-griffin

Finding Those Beautiful IBL's
Good IBL's
Bad IBL's
Wasteful IBL's
Automated
Hand Submitted
"search term"+"add link"

On-Page Content: The Important Stuff in Life

On – Page Content
Need to get a <head> in business?
<title>
<meta thingthing>
Content Content Content
Yes, it is that important
Make sure it is unique and interesting
Code to Text Ratio (C>T)
calculate the relevancy of a web page
<h1> through <h6>
An <img> by any other name is not
Make sure your alt is proper 40-60 characters

Structure
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.
Make the links on your website absolute. Do not link to mypage.htm but to www.yoursite.com/mypage.htm. If other people scrape your web page contents, you'll get backlinks from these sites.

More Structure
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.
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.

On Page - Content
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.
The more complicated the text on your web pages, the more likely it is that a web surfer leaves your website.
Web surfers are impatient people.
Users have time to read at most 28% of the words during an average visit.
The Flesch Reading Ease test
www.free-seo-news.com www.webpronews.com

Ham & Jam & Spam-a-lot
Domain names of spammy websites are often very long and contain many hyphens.
Domain names often contain commercial high value keywords
Spammy websites often show very many ads.
They also often contain high-commercial keywords.
Often have duplicate content and content scraped from other websites.
Low quality websites usually don't have unique content.

More Spam
Low quality websites usually don't contain a privacy policy, a copyright notice page and "Contact us" page with a full address.
Spammy websites often have many links to other spam and low quality websites.
Low quality websites aren't likely to have links from trusted sites.
Spammy website often use redirects (JavaScript, MetaRefresh, etc.) from landing pages and will also often use cloaking.
www.free-seo-news.com

And even more Spam
Spam elements such as hidden text also cause problems with search engines.
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.
www.free-seo-news.com www.mikemoran.com

Success...maybe
That magic word: Conversion
From anonymous visitor to sellable visitor.
From visitor to sale.
From sale to happy customer.
Happy customer = Success

Quick Start Optimization
Make sure your site, content is together and ready for traffic, both for human and spider eyes.
Install analytics.
Find where you competition sits.
Setup an account at Google's Blogger.
Create content on blog relevant to your site and link to it.
Join a forum that is relevant to your site and in your profile/signature put a link to your site.
Post to the forum. DO NOT SPAM the forum.
Create an IBL campaign and shoot for 10 submissions per week. NO SPAMMING!

Wanna be a Rock Star? Get listed in a TRAFFIC GENERATOR

TOP TRAFFIC GENERATORS
1. Digg.com
2. Netscape.com
3. Ezinearticles.com
4. Del.icio.us
5. StumbleUpon.com
6. Reddit.com
7. Slashdot.org
8. BlinkList.com
9. Furl.net
10. Squidoo.com
11. MSN Live

Anything that gets Measured...
Gets Done.

Anything that gets Measured Well...
Gets done well.

Tools to use and abuse
www.trendeyes.com
http://www.seotoolset.com/tools/free_tools.html
http://seo.seoreligion.com/more-than-850-search-engine-friendly-directories.html
http://www.readwriteweb.com/archives/top_100_alternative_search_engines_mar07.php
http://www.webconfs.com/seo-tutorial/
www.free-seo-news.com
www.seochat.com

About
Eric Michalsen
[email_address]
630.768.3481

SEO 101

by Eric Michalsen

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SEO 101 Presentation Transcript

SEO 101

by Eric Michalsen

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SEO 101 Presentation Transcript

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