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