Google loves blogs (because they love fresh content)
Threadless T-shirt from http://bit.ly/TweetALot
Producing Quality Content
79% of web readers scan a page.
16% read word for word.
Users stay on your site for 4.4 seconds for each additional 100 words.
Make your content easy to scan!
How Users Read on the Web http://www.useit.com/alertbox/9710a.html
How Little Do Users Read? http://www.useit.com/alertbox/percent-text-read.html
Structure Content for Scanning
Headings and sub-headings
Bold & Italics
Keywords at start of sentences / paragraphs / pages.
Compress file size.
Save with descriptive filename (use hyphens to separate keywords).
Use “alt tags” to describe photo.
<img src=”/big-dog.jpg” alt=”A big dog runs in the park” />
Surround with text.
HTML headings take the form of:
<h1>This is a heading</h1>
H1 should be used only once per page.
H1 should be highly relevant to on page content and meta title.
Use H2 and H3 for content sub-headings
Use H4, H5, H6 for secondary content (sidebars, footer, etc.)
Bold & Italics When writing content that spans multiple paragraphs, heading and sub-headings help give structure to the document. Bold and italicized words call attention to the reader. They are also used by search engines as a guide. Use bold [ <strong></strong> ] for most important keywords.
White Space Good use of white space (empty space) brings readers attention to your content.
Great form of link bait.
Search engines & humans love lists
Easy to scan.
Gives editorial review.
Humans naturally search for lists.
Less is Better
Less words = more keyword density.
Past 500 words, exponentially less chance of readers reading.
Content higher/earlier is valued more than content lower/later.
Eliminate filler to improve scanning.
Location, Location, Location
Humans and search engine robots place higher value on earlier/top content.
Make your most important points at the start of sentences/paragraphs/pages.
U.S. Visitors read left to right, place content on left, sidebar/extra info on right/bottom.
List your location in meta title, about page, homepage.
Quality Link Building
Produce link bait (lists, tutorials, reviews)
Connect with bloggers/webmasters in your niche
Analyze quality site with PageRank, Traffic, and Your Eye
Compete.com, Quantcast.com, WebsiteGrader.com
Content, Design, Community
How To Get Quality Links
Google Reader Shares
Optimizing Code for Speed & Structure
Use CSS for styling/layout
Test, iterate, test, iterate, test, iterate.
Appears at top of browser window
<title>Your Meta Title</title>
Should be similar/exact to H1
May appear in search results.
160 characters or less.
High relevancy to H1/title and content.
Meta Keywords – Don't Bother
Email lists (newsletter)
Find your audience and push your message to them.
Your homepage is (likely) your most powerful page.
Link to important pages from homepage.
Make sure all pages are linked to
At most 2-3 directories deep
Use keywords in anchor text
Empowering your Fans
Share on Social Media Buttons
Promote Your Fans
Connect with your Fans on Twitter, Facebook, etc. Find out where they are and join them there.
Comments (respond to them!)
Ask them how to improve (polls, emails)
Have text for non-text elements (CSS Image Replacement)
Describe videos/images with text (publish transcripts).
Check in a text browser (Lynx)
Search Engines are... Blind
The 42 nd Estate's SEO Posts http://www.the42ndestate.com/tag/seo/
Google's SEO Webmaster Page http://bit.ly/GooWebSEO
Google's SEO Starter Guide (.pdf file) http://bit.ly/GooSEO
Yoast's Wordpress SEO Guide http://yoast.com/articles/wordpress-seo/