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SEO 101 - Judith Lewis - i-Level
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SEO 101 - Judith Lewis - i-Level

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  • Transcript

    • 1. SEO 101 Everything you wanted to know about SEO but were too afraid to ask…
    • 2. Who Am I?
      • Got on the Internet in 1986 at my school lab
      • Working online with search since 1996
      • Paid & Natural Search – all aspects
      • Worked in-house within e-Commerce, Publishing & High Tech
      • Moved to i-level, the largest European media agency
      • Worked with Orange, Sony, COI
      • One of the SEO Chicks
    • 3. What is SEO?
      • “ SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines.”
      • - SEOmoz
    • 4. What is SEO?
      • Natural Visibility including
      • Words
      • Images
      • Video
      • Links
    • 5. Top Factors You Need To Consider
      • Keyword Research
      • Tags
      • Image Optimisation
      • On Page Text
      • Site Architecture and Internal Links
      • Links
      • SEO Tools
    • 6. Elements of Ranking
      • Title Tags
      • Meta Description Tags
      • Meta Keyword Tags
      • ALT Tags
      • H1, H2, H3 (and accompanying CSS)
      • Keywords in the content
      • Internal Links (images vs. keyword rich text)
      • URL Structure
      • Advanced Linking
      • Authority
      • Age of domain
    • 7. Where is Eurostar?
    • 8. Keyword Research
      • Check that the words are what everyone uses and not just internal/personal jargon
      • Check you are using a more frequently searched term for roughly the same meaning – “social media” vs “social networking”
      • Go for a longer tail – 2 or more words
      • Each page needs an individual focus
      • Check Google for competition and news articles
      • Use as many keyword tools as possible
    • 9.  
    • 10.  
    • 11. Tags
      • Title tag needs to be unique, focused and less than 65 characters
      • Meta Description should include call to action, page information and semantically related focused keywords to demonstrate relevancy – 150 characters if possible
      • Meta Keyword is not much used except for competitive intelligence
      • Meta Robots tells search engine what to do with page
    • 12. Driveline slide
    • 13. Meta slide
    • 14. Image Optimisation
      • Ensure image has keyword relevant name
      • Include Alt Attribute (alt=“keywords”)
      • If possible, place it on separate page with link and include relevant text
      • Use dashes not underscore for multi-word names (for now – soon to change)
      • Use high quality images with sharp, clear contrast
      • Use a caption by your image
    • 15. Image image
    • 16. On Page Text
      • Stick to a single focus
      • Don’t use all keywords for whole site on all pages - focus
      • Semantic relevancy is key
      • No magic % for keyword density
    • 17.  
    • 18. H1 Link Link – anchor text is “Paris Eurostar Breaks”
    • 19. Site Architecture and Internal Links
      • Create logical groupings – don’t hang everything off root
      • Keep subdirectories to minimum possible
      • Use keywords in dir & page names
      • Descriptive page names with keywords
      • Use site map page to link to all pages
      • Create crawlable links for user & bot navigation of related pages
    • 20.  
    • 21. Keyword Density & Links
    • 22. Link Building
      • Find Sites That Link To Competitors: “link:url.here” – Google, “linkdomain:url.here” – Yahoo Site Explorer & MSN
      • Find Sites By Keyword Search: “allintitle:keyword(s)” “allinanchor:keyword(s)” “allinurl:keyword(s)” “allintext:keyword(s)”
      • Find Sites That Already Link To You: “link:your.url.here” – Google, “linkdomain:your.url.here” – Yahoo Site
      • Remember – Anchor text is important to
      • get right
    • 23.  
    • 24. Link Building
    • 25. Linkbait
    • 26. SEO Tools
      • IBP http:// www.seoelite.com /
      • WebCEO http:// www.webceo.com /
      • WeBuildPages http:// www.webuildpages.com
      • Google Analytics http:// www.google.com /analytics/
      • Google Dev http:// code.google.com /
      • XML Sitemaps http:// www.sitemaps.org /
      • Keyword Density Tool http:// www.seochat.com/seo -tools/keyword-density/
      • SEO Quake http:// www.seoquake.com /
      • Firefox Browser http:// www.mozilla.com /
      • Xenu Link Sleuth http:// home.snafu.de/tilman/xenulink.html
      • Keyword Research Tools https:// adwords.google.co.uk/select/KeywordToolExternal http:// www.wordtracker.com /
      • Link Baiting 101
      • Link Building 101
      • Google Webmaster Central
      • Social Bookmarking
      • Position Trackers
      • Keyword Cloud
      • HitTail
      • Roboform
      • RSS Feeds & RSS Buttons
      • SEO Forums
      • Domain Age Tool
      • Whois Tool
      • Various Toolbars + Extensions
      • Page Rank Tool
      • Competitor Inbound Links
    • 27. Questions? Thank you! Judith Lewis Search Director