This presentation was given during a 1-day e-Marketing training at the Université catholique de Louvain (UCL) in Louvain-La-Neuve, Belgium on March 8, 2012.

1. Search Engine Optimization:
The Nutshell Version
Pieter Goyens
@pietergoyens

2. My name is
PIETER @pietergoyens
and I work at
REPRISE MEDIA.
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3. This Presentation Focuses on SEO
Search Engine
Optimization,
in short SEO
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4. An Overview of this Session
• Before You Build: How Search Engines Work
• How To Build Search Engine Friendly Websites
• Important SEO Factors
• Keyword Research
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5. Before You Build:
How Search Engines Work
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6. Understanding Search Results
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7. Search Engine Crawling Process
Crawling Storage Ranking
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8. How Does the Web Look Like to Search Engines?
Text
Image
Link Text
Link
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9. How Does the Web Look Like to Search Engines?
Pages Keywords Results
car dog
justin bieber
cartoons
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10. How To Build Search Engine
Friendly Websites
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11. Domain Name
Keywords in domain name give minuscule boost
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12. Get Indexed on Classic Way
Your
Website
Not that fast, certainly not for brand new websites
http://www.google.com/submityourcontent/
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13. Get Indexed Faster with Sitemaps
Your
Website
Ping your content faster to Google by using Sitemaps
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14. Must-Use: Google Webmaster Tools
Google Webmaster Tools allow you
to improve indexing your website
http://www.google.com/webmasters/tools/
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15. Submitting Your Sitemap
Submit your website to
Google Webmaster Tools
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16. Extra: Get Data from Your Website
Google Webmaster Tools provide you with
detailed reports about your website
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17. Important SEO Factors
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18. HTML Page Title
In the code, it looks like this
<title>Wallace and Gromit: one man and his dog -
Telegraph</title>
In the Google search results page,
like this
TIP: Less than 70 characters and place
important keywords close to the front
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19. Meta Description Tag
In the code, it looks like this
<meta name=“description” content=“Learn how to play drums
online with this helpful how-to website. It will show you how to
play drums from very basic to advanced.”>
In the Google search results page,
like this
TIP: Roughly between 150-160 characters;
avoid duplicate meta descriptions
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20. Don’t Use “Click Here” as Text Link
Taken from W3C (w3.org)
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21. Installing SEO Plugin
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22. Keyword Research
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23. Taking You Back to 1999

24. Google Now
It’s all about keywords

25. Must-Use: Google AdWords Keyword Tool
Google AdWords Keyword Tool allow you
to find interesting keyword phrases
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26. Find Related Search Terms
Related search
terms on
“bottes femmes”
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27. Building the Perfectly Optimized Page
TIP: Headline with
TIP: Use
targeted keyword, but
keyword in
different on each page
image file
names
SEO impact on
alt tag on
images is
minimal
Keyword repetitions
within body text,
between 2-5x
TIP: put keywords in bold
Taken from SEOmoz blog (seomoz.org) 27

28. Download SEO Starter Guide from Google
TIP: Free download
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29. Blended Search
Google changed
the definition
of content
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30. Picasa Web Albums
TIP: Upload your images to
Picasa Web (and/or Flickr)
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31. Some Take-Aways on SEO
• The hardest part of starting SEO is knowing where to begin
• Good SEO takes time
• You must track to know which SEO efforts are bringing good
results, and which are not working
• Most of the right choices comes from asking
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32. Congrats!
slideshare.net/
You now have a basic
thinksearch
understanding of SEO.
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