Introduction to SEO
• Philosophy & Approach• Modern Search Engines• Indexation: Roadblocks & Fixes• On-Page vs. Off-Page• On-Page Factors: Dee...
Channel SuggestionsPhilosophy & Approach
What Is SEO?Manipulate content so that exposure via search isincreased for relevant queries.
Why Do SEO?Helping to Organize The WebProven ResultsProfit
Modern Search Engines
Modern Search EnginesStrongAnti-SpamTechnologySophisticatedAlgorithmsVastIndices
Google’s MotivationsProvide A Positive User Experience
Google’s MotivationsUnderstand & Organize Web Documents
Google’s MotivationsProfit
How Should We Approach This?Reverse Engineering – Useful up to a point
How Should We Approach This?Trend Research
How Should We Approach This?Projection
Newer FactorsBrand Importance
Newer FactorsSocial Prominence
Major Search Engine Updates: Everybody Panic!There are lots of updates (20+ daily),please stop panicking
Major Updates: They are PublishedUpdates are published –insidesearch.blogspot.com
Channel SuggestionsIndexation: Roadblocks & Fixes
Robots.txtVery Dangerous / Useful
Robots.txtUse robots.txt to restrict crawlers, and inform them ofyour sitemap.xml file location. Read more at robotstxt.org
Crawlability - SitemapsBrowsable Sitemaps
Crawlability – XML SitemapsSitemap.xml (get one)See SiteMaps.org for more info...
Crawlability – Advanced Technique: Segmented SitemapsSitemap SegmentationSitemapIndex.xmlSiteSection1.xml SiteSection3.xml...
On-Page vs. Off-Page
On-Page Factors
On-Page Factors (There’s a few)Meta Descriptions H-Style HeadersEfficient Cross-Linking Page SpeedInternal Anchor TextOn-P...
Title Tags / Meta DescriptionsShould Contain Keywords & Call to ActionShould be under 70 or 170 characters, respectivelyTi...
Internal LinkingTuning Anchor TextEffective Interlinking
Off-Page Factors
Get All the Links! (JK – Get good, relevant links)PageRank is not a simple formulaNot all links are created equal
What NOT to do (and the exceptions)Buying LinksLink AutomationLink Trading
Ok, Smarty-Pants… how do we get them?Create ResourcesCreate & Share Good ContentPay Attention to Design
Linkbait Example – PC ToolsUseful Easy On-Brand
Linkbait Example – XKCD Radiation Dose ChartInformative Topical On-Brand
What NOT to do – Link DirectoriesNot Informative Not Topical Not On-Brand
Channel SuggestionsMeasuring & Metrics
Using Google Analytics for SEOWhere we are vs. where we’re going
Using Google Analytics for SEOBrand vs. Non-Brand
Limitations of Web Analytics for SEOBackward Looking
Limitations of Web Analytics for SEOInconsistent Setup
Webmaster ToolsGreat tools provided by Search Engines404 Errors Link Stats Index Stats
Third Party Tools - BasicTrack RankingResearchLinksResearchCompetitors
Third Party Tools - AdvancedReport ROIAdvancedStatisticsCustomReporting
Which one is right for me?
SEO for Large & Small Sites
Big Site IssuesEnableChampionsBuild Proof-Points Be Flexible
Small Site IssuesWork SmarterUse AppropriateToolsGet EveryoneOnboard
Vertical Search & Local SEO
Vertical SearchVertical Search is Growing… and Simple!
Vertical Search = Simpler AlgorithmsWhat are the main features here that we cantake advantage of?
Content Planning
Content is ImportantContent should be unique and informativeAlso: topical and recent
User Generated Content aka Making My Job EasierFree Content In Need of Guidance
User Generated Content GuidelinesURLs Should be Human-ReadableContent Should Not be DuplicatedTitle Tags, Headers, and Met...
Targeted Content Site ExamplesMobilesecurity.com
Targeted Content Site ExamplesCovers.com
Targeted Content Site ExamplesSEOMoz.org (blogs and Q&A)
Making Your Sites Sing
quentin@roidna.comThank you!
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Seo basics

  1. 1. Introduction to SEO
  2. 2. • Philosophy & Approach• Modern Search Engines• Indexation: Roadblocks & Fixes• On-Page vs. Off-Page• On-Page Factors: Deep Dive• Off-Page Factors: Deep Dive• Measurement & Metrics• SEO For Large & Small Sites• Vertical Search & Local SEO• Content Planning• Making Websites SingAgenda
  3. 3. Channel SuggestionsPhilosophy & Approach
  4. 4. What Is SEO?Manipulate content so that exposure via search isincreased for relevant queries.
  5. 5. Why Do SEO?Helping to Organize The WebProven ResultsProfit
  6. 6. Modern Search Engines
  7. 7. Modern Search EnginesStrongAnti-SpamTechnologySophisticatedAlgorithmsVastIndices
  8. 8. Google’s MotivationsProvide A Positive User Experience
  9. 9. Google’s MotivationsUnderstand & Organize Web Documents
  10. 10. Google’s MotivationsProfit
  11. 11. How Should We Approach This?Reverse Engineering – Useful up to a point
  12. 12. How Should We Approach This?Trend Research
  13. 13. How Should We Approach This?Projection
  14. 14. Newer FactorsBrand Importance
  15. 15. Newer FactorsSocial Prominence
  16. 16. Major Search Engine Updates: Everybody Panic!There are lots of updates (20+ daily),please stop panicking
  17. 17. Major Updates: They are PublishedUpdates are published –insidesearch.blogspot.com
  18. 18. Channel SuggestionsIndexation: Roadblocks & Fixes
  19. 19. Robots.txtVery Dangerous / Useful
  20. 20. Robots.txtUse robots.txt to restrict crawlers, and inform them ofyour sitemap.xml file location. Read more at robotstxt.org
  21. 21. Crawlability - SitemapsBrowsable Sitemaps
  22. 22. Crawlability – XML SitemapsSitemap.xml (get one)See SiteMaps.org for more info...
  23. 23. Crawlability – Advanced Technique: Segmented SitemapsSitemap SegmentationSitemapIndex.xmlSiteSection1.xml SiteSection3.xmlSiteSection2.xml SiteSection4.xml
  24. 24. On-Page vs. Off-Page
  25. 25. On-Page Factors
  26. 26. On-Page Factors (There’s a few)Meta Descriptions H-Style HeadersEfficient Cross-Linking Page SpeedInternal Anchor TextOn-Page Copy URL NamesAlt Tags Canonical ErrorsOpenGraph iFramesURLLegibilityUniqueContentFlashComplianceVideoComplianceTitle Tags
  27. 27. Title Tags / Meta DescriptionsShould Contain Keywords & Call to ActionShould be under 70 or 170 characters, respectivelyTitle TagMeta Description
  28. 28. Internal LinkingTuning Anchor TextEffective Interlinking
  29. 29. Off-Page Factors
  30. 30. Get All the Links! (JK – Get good, relevant links)PageRank is not a simple formulaNot all links are created equal
  31. 31. What NOT to do (and the exceptions)Buying LinksLink AutomationLink Trading
  32. 32. Ok, Smarty-Pants… how do we get them?Create ResourcesCreate & Share Good ContentPay Attention to Design
  33. 33. Linkbait Example – PC ToolsUseful Easy On-Brand
  34. 34. Linkbait Example – XKCD Radiation Dose ChartInformative Topical On-Brand
  35. 35. What NOT to do – Link DirectoriesNot Informative Not Topical Not On-Brand
  36. 36. Channel SuggestionsMeasuring & Metrics
  37. 37. Using Google Analytics for SEOWhere we are vs. where we’re going
  38. 38. Using Google Analytics for SEOBrand vs. Non-Brand
  39. 39. Limitations of Web Analytics for SEOBackward Looking
  40. 40. Limitations of Web Analytics for SEOInconsistent Setup
  41. 41. Webmaster ToolsGreat tools provided by Search Engines404 Errors Link Stats Index Stats
  42. 42. Third Party Tools - BasicTrack RankingResearchLinksResearchCompetitors
  43. 43. Third Party Tools - AdvancedReport ROIAdvancedStatisticsCustomReporting
  44. 44. Which one is right for me?
  45. 45. SEO for Large & Small Sites
  46. 46. Big Site IssuesEnableChampionsBuild Proof-Points Be Flexible
  47. 47. Small Site IssuesWork SmarterUse AppropriateToolsGet EveryoneOnboard
  48. 48. Vertical Search & Local SEO
  49. 49. Vertical SearchVertical Search is Growing… and Simple!
  50. 50. Vertical Search = Simpler AlgorithmsWhat are the main features here that we cantake advantage of?
  51. 51. Content Planning
  52. 52. Content is ImportantContent should be unique and informativeAlso: topical and recent
  53. 53. User Generated Content aka Making My Job EasierFree Content In Need of Guidance
  54. 54. User Generated Content GuidelinesURLs Should be Human-ReadableContent Should Not be DuplicatedTitle Tags, Headers, and Meta DescriptionsShould be Mad-LibbedContent Should Link Back to the Main Site
  55. 55. Targeted Content Site ExamplesMobilesecurity.com
  56. 56. Targeted Content Site ExamplesCovers.com
  57. 57. Targeted Content Site ExamplesSEOMoz.org (blogs and Q&A)
  58. 58. Making Your Sites Sing
  59. 59. quentin@roidna.comThank you!
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