SEO
 
 
 
 
 
Search engines want happy searchers
Happy searchers = more searchers
More searchers = more searches
More searches =  more $$$
 
 
Anatomy of a SERP
S earch E ngine R ankings P age
 
organic
organic organic shopping
local + organic organic
 
personalization
 
 
250+ factors
Why bother?
15% 85%
 
 
 
 
How search engines work
Search engines seek value
Authority . Every page has votes:  Links & chatter .
Relevance . What you say:  Words & concepts .
Trust . Who are you really?  Are you for real ?
Visibility .
Visibility .
They see text .
They see text .
 
 
 
 
 
 
 
 
 
They care about speed .
Faster pages = more pages crawled More pages crawled = more visibility
Visibility = The long tail .
 
70% of all searches are 3+ words. Long tail conversion rates +50%.
On some e-commerce sites, 60% of search-driven sales come from the long tail.
The long tail!!!!!
Visibility!!!!!
Onsite factors
The blank sheet of paper test
 
Come on in, the water is fine
 
Supreme Court Tries Sodomy
Supreme Court Tries Sodomy Case
On-page factors
Title tag On-page text Text position on page ALT attributes Bolded text Other elements
 
<title>GibbleGibbet - Nonsense words take over the world!</title> <title>title text here</title>
 
 
 
 
 
 
 
 
 
<strong>Gibblegibbet virus</strong> <strong>bolded text</strong>
 
<h1>GibbleGibbet - Nonsense words take over the world!</h1> <h1>heading text here</h1>
H1 H2 H2 H2 H3 H2
 
On-site factors
Site structure Link position Link anchor text Outgoing links URL structure
big topic
article article article big topic
 
 
<a href=” http://www.gibblegibbet.com /”>Gibblegibbet</a> <a href=”/link/”>link text</a>
 
 
http://www.mysite.com/category/page/ http://www.bicycles.com/tires/flat-proof/ http://www.bicycles.com/prd.cfm?this=that
http://www.site.com/nice-shirt/abcW00726,default,pd.html?cgid=wgu100&code=1234asdfasdc&selectedColor=1234
http://www.site.com/?jsessionid=asdfaoiuer0a92834alkfn a0923p9zouisfhlazdnsfa
Off-site factors
Linking domains Linking domain authority Link velocity Link anchor text Link diversity Chatter
 
PageRank
Generally, more links are better
If they aren’t junk
 
 
Search engines seek value
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Seo overview - The Basics of SEO

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  • Search engines figure out these factors with hierarchies. Everything is sets of hierarchies.
  • Search engines figure out these factors with hierarchies. Everything is sets of hierarchies.
  • Search engines figure out these factors with hierarchies. Everything is sets of hierarchies.
  • Search engines figure out these factors with hierarchies. Everything is sets of hierarchies.
  • Search engines figure out these factors with hierarchies. Everything is sets of hierarchies.
  • Search engines figure out these factors with hierarchies. Everything is sets of hierarchies.
  • Seo overview - The Basics of SEO

    1. 1. SEO
    2. 7. Search engines want happy searchers
    3. 8. Happy searchers = more searchers
    4. 9. More searchers = more searches
    5. 10. More searches = more $$$
    6. 13. Anatomy of a SERP
    7. 14. S earch E ngine R ankings P age
    8. 16. organic
    9. 17. organic organic shopping
    10. 18. local + organic organic
    11. 20. personalization
    12. 23. 250+ factors
    13. 24. Why bother?
    14. 25. 15% 85%
    15. 30. How search engines work
    16. 31. Search engines seek value
    17. 32. Authority . Every page has votes: Links & chatter .
    18. 33. Relevance . What you say: Words & concepts .
    19. 34. Trust . Who are you really? Are you for real ?
    20. 35. Visibility .
    21. 36. Visibility .
    22. 37. They see text .
    23. 38. They see text .
    24. 48. They care about speed .
    25. 49. Faster pages = more pages crawled More pages crawled = more visibility
    26. 50. Visibility = The long tail .
    27. 52. 70% of all searches are 3+ words. Long tail conversion rates +50%.
    28. 53. On some e-commerce sites, 60% of search-driven sales come from the long tail.
    29. 54. The long tail!!!!!
    30. 55. Visibility!!!!!
    31. 56. Onsite factors
    32. 57. The blank sheet of paper test
    33. 59. Come on in, the water is fine
    34. 61. Supreme Court Tries Sodomy
    35. 62. Supreme Court Tries Sodomy Case
    36. 63. On-page factors
    37. 64. Title tag On-page text Text position on page ALT attributes Bolded text Other elements
    38. 66. <title>GibbleGibbet - Nonsense words take over the world!</title> <title>title text here</title>
    39. 76. <strong>Gibblegibbet virus</strong> <strong>bolded text</strong>
    40. 78. <h1>GibbleGibbet - Nonsense words take over the world!</h1> <h1>heading text here</h1>
    41. 79. H1 H2 H2 H2 H3 H2
    42. 81. On-site factors
    43. 82. Site structure Link position Link anchor text Outgoing links URL structure
    44. 83. big topic
    45. 84. article article article big topic
    46. 87. <a href=” http://www.gibblegibbet.com /”>Gibblegibbet</a> <a href=”/link/”>link text</a>
    47. 90. http://www.mysite.com/category/page/ http://www.bicycles.com/tires/flat-proof/ http://www.bicycles.com/prd.cfm?this=that
    48. 91. http://www.site.com/nice-shirt/abcW00726,default,pd.html?cgid=wgu100&code=1234asdfasdc&selectedColor=1234
    49. 92. http://www.site.com/?jsessionid=asdfaoiuer0a92834alkfn a0923p9zouisfhlazdnsfa
    50. 93. Off-site factors
    51. 94. Linking domains Linking domain authority Link velocity Link anchor text Link diversity Chatter
    52. 96. PageRank
    53. 97. Generally, more links are better
    54. 98. If they aren’t junk
    55. 101. Search engines seek value
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