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Search Engine Optimization         (SEO)
What IsSearch Engine Optimization (SEO)   (And Why Should I Care?)
Quality vs. QuantityHow Many Convert?
Strategic SEO    What Are Your Goals?   Who Is Your Audience?What Is Your Unique Advantage           (USP)?
Selecting Your Keywords
Long-Tail           OrBestselling Blockbuster?
Time
Did You Know Most People SearchFor At Least 3 Words      Most Searches         Are Unique
Keyword Rank   No. Of Visits      1         11      2-6       5      7-8       4      9-15      3      16-40     2      40...
Things To     ConsiderBroad Topics vs. Narrow         NicheLong-Tail vs. BlockbusterBrand Names & Product         Names
Keyword Tools       Google Keyword Tool      Google Traffic Estimator     Google Insights for Search          Google Trend...
BERELEVANT
Off-Site SEO➢   Link Building➢   Social RelevanceOn-Site SEO➢   Relevant Updated Content    (Keywords, Updates, Stickiness...
Link Building➢   High AuthoritySites➢   Vary Anchor Text➢   Deep Linking
DirectoriesSharable ContentGoogle Properties
Top 10 On-Site SEO PracticesOn-Site SEO is the practice ofoptimizing content and technologywithin your own website so that...
Top 10 On-Site SEO Practices1) SEF URLs    (Search Engine Friendly Uniform Resource Locators)2) 301 Redirects3) Title & De...
SEF URLs(Search Engine Friendly Uniform Resource Locators)   https://checkout.store.com/catalog/index.jsp?cat_id=1013     ...
SEF URLs●   Use keywords in the domain, directory names    and filenames●   Do not use generic or structural words (catalo...
SEF URLs●   Be Aware of Problematic URLs    – Search Results    – Calendars    – Use cookies instead of session Ids
SEF URLs●   Check your site for broken URLs (links).Test with GOOGLE WEBMASTER TOOLhttps://www.google.com/webmasters/tools...
Webmaster Toolswww.google.com/webmasters/tools
SEF URLs & 301 Redirects●   Only have one Domain    – Use no follow links and 301 redirect    – Use Apaches htaccess guide...
Guidelines forTitle & Description Tags
Guidelines for META Tags<HTML><HEAD><META NAME="DESCRIPTION" CONTENT="PUT DESCRIPTION HERE"><META NAME="KEYWORDS" CONTENT=...
Guidelines for          Title & Description Tags●   Google uses title and description tags    – They do not say they use t...
Guidelines for           Title & Description Tags●   Title tag is used by Google for indexing●   Title tag is displayed in...
Guidelines for             Title & Description TagsAvoid: <title>Home</title>Better: <title>Webmaster Central home page</t...
Guidelines for             Title & Description Tags<META NAME="DESCRIPTION" CONTENT="">●   Description used by Search engi...
Top 10 On-Site SEO Practices1) SEF URLs    (Search Engine Friendly Uniform Resource Locators)2) 301 Redirects3) Title & De...
“Word Spamming,” “Keyword         Stuffing,” “Keyword Density”Best strategy: Write good relevant content for humans●   Be ...
“Word Spamming,” “Keyword         Stuffing,” “Keyword Density”Best strategy: Write good relevant content for humans●   Be ...
Webmaster Tools: Sitemaps●   Text file called sitemap.xml in your root    directory●   A list of URLs or sitemaps●   Speci...
Webmaster Tools: SitemapsDefinitions for each URL in a Sitemap●   Location (URL)●   Time it was last modified●   How often...
Webmaster Tools: Sitemaps<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"...
Webmaster Tools: Sitemaps➢   Sitemap generators     On-line: http://www.xml-sitemaps.com/➢   Software: We use RAGE Sitemap...
XML Sitemaps
Top 10 On-Site SEO Practices1) SEF URLs    (Search Engine Friendly Uniform Resource Locators)2) 301 Redirects3) Title & De...
SEF URLs and Robots.txt●   Be Aware of Problematic URLs    –   Block Indexing in your robots.txt    For a site like    htt...
robots.txtTo exclude all robots from the entire server    To exclude a single robotUser-agent: *                          ...
Proper Use of HTML Tags (H1, H2)<H1>Main Title</H1><H2>Subtitle</H2><H3>Heading</H3><ul>List<li>List Item</li><li>List Ite...
Proper Use of ImagesNever Use An Image Instead of Text(What Not To Do)http://www2.kenes.com/mascc
Proper Use of ImagesAlways use Alt Text
Use Text Links and Title Attribute
Error Pages (404s)
Error Pages (404s)
Error Pages (404s)
Error Pages (404s)
Thank You            Charlie KalechDirector, J-Town Internet Services Ltd. www.j-town.co.il charlie@j-town.co.il @CharlieK...
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
 Seo Bootcamp for Small Buisinesses
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Seo Bootcamp for Small Buisinesses

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What Every Small Business Needs To Know About Search Engine Optimization from http://j-town.co.il

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Transcript of " Seo Bootcamp for Small Buisinesses"

  1. 1. Search Engine Optimization (SEO)
  2. 2. What IsSearch Engine Optimization (SEO) (And Why Should I Care?)
  3. 3. Quality vs. QuantityHow Many Convert?
  4. 4. Strategic SEO What Are Your Goals? Who Is Your Audience?What Is Your Unique Advantage (USP)?
  5. 5. Selecting Your Keywords
  6. 6. Long-Tail OrBestselling Blockbuster?
  7. 7. Time
  8. 8. Did You Know Most People SearchFor At Least 3 Words Most Searches Are Unique
  9. 9. Keyword Rank No. Of Visits 1 11 2-6 5 7-8 4 9-15 3 16-40 2 40-401 1
  10. 10. Things To ConsiderBroad Topics vs. Narrow NicheLong-Tail vs. BlockbusterBrand Names & Product Names
  11. 11. Keyword Tools Google Keyword Tool Google Traffic Estimator Google Insights for Search Google Trends Google Correlate Google Global Market Finder Google Suggest Google Related Searches Free Keyword Tools - The Ultimate Guidehttp://www.searchenginejournal.com/fr ee-keyword-research-tools/8153/
  12. 12. BERELEVANT
  13. 13. Off-Site SEO➢ Link Building➢ Social RelevanceOn-Site SEO➢ Relevant Updated Content (Keywords, Updates, Stickiness)➢ Clean Code➢ Speed and Usability
  14. 14. Link Building➢ High AuthoritySites➢ Vary Anchor Text➢ Deep Linking
  15. 15. DirectoriesSharable ContentGoogle Properties
  16. 16. Top 10 On-Site SEO PracticesOn-Site SEO is the practice ofoptimizing content and technologywithin your own website so that itranks higher in search engines.Main Areas of Practice● Clean and Functional Code● Optimized Content● Stickiness and Usability
  17. 17. Top 10 On-Site SEO Practices1) SEF URLs (Search Engine Friendly Uniform Resource Locators)2) 301 Redirects3) Title & Description Tags4) Keyword Spamming5) Sitemaps6) Robots.txt7) H1 H2 tags and proper HTML formatting8) Image use and alt tags9) Text links with attributes10) 404 (Page Not Found) Errors
  18. 18. SEF URLs(Search Engine Friendly Uniform Resource Locators) https://checkout.store.com/catalog/index.jsp?cat_id=1013 VS http://wines.com/dry-red-wine/barkan-merlot-2004.phpGeneral Rule:What is Good For People Is Good For Search Engines
  19. 19. SEF URLs● Use keywords in the domain, directory names and filenames● Do not use generic or structural words (catalog, about-us)● Have short content-related URLs● Use lowercase URLS● Do not mix www and non-www in internal links● Google recommends that you punctuate with hyphens (-) instead of underscores (_) in your URLs
  20. 20. SEF URLs● Be Aware of Problematic URLs – Search Results – Calendars – Use cookies instead of session Ids
  21. 21. SEF URLs● Check your site for broken URLs (links).Test with GOOGLE WEBMASTER TOOLhttps://www.google.com/webmasters/tools/● Creating a Google-friendly URL structure:● http://support.google.com/webmasters/bin/answ er.py?hl=en&answer=76329
  22. 22. Webmaster Toolswww.google.com/webmasters/tools
  23. 23. SEF URLs & 301 Redirects● Only have one Domain – Use no follow links and 301 redirect – Use Apaches htaccess guide http://httpd.apache.org/docs/2.0/misc/rewriteguide.html
  24. 24. Guidelines forTitle & Description Tags
  25. 25. Guidelines for META Tags<HTML><HEAD><META NAME="DESCRIPTION" CONTENT="PUT DESCRIPTION HERE"><META NAME="KEYWORDS" CONTENT="GOOGLE DOESNT USE KEYWORDS TAG"><META NAME="ROBOTS" CONTENT="INDEX,FOLLOW"><TITLE>PUT YOUR TITLE HERE</TITLE></HEAD><BODY></BODY></HTML>
  26. 26. Guidelines for Title & Description Tags● Google uses title and description tags – They do not say they use the keyword tag.● Use keywords in tags but avoid keyword stuffing● Use "Old Words" http://www.useit.com/alertbox/search-keywords.html● Be Descriptive and AccurateMETA TAGSgoogle.com/support/webmasters/bin/answer.py?answer=79812
  27. 27. Guidelines for Title & Description Tags● Title tag is used by Google for indexing● Title tag is displayed in search results● Each page title should be unique● Site name should be secondary, if at allTITLE TAGgoogle.com/support/webmasters/bin/answer.py?answer=7092
  28. 28. Guidelines for Title & Description TagsAvoid: <title>Home</title>Better: <title>Webmaster Central home page</title>Best: <title>Search engine tips and tools for webmasters | Webmaster Central home page</title>To be avoided (may cause your site to be perceived as spam): <title>Webmaster Central seo optimization search engine search engine google web search google search results improve search results seo optimize search searching serps</title>TITLE TAGgoogle.com/support/webmasters/bin/answer.py?answer=7092
  29. 29. Guidelines for Title & Description Tags<META NAME="DESCRIPTION" CONTENT="">● Description used by Search engines● Should be no more than 150 characters, no less than 70 characters● Different descriptions for each page● Use appropriate format <meta name="Description" content="Author: A.N. Author, Illustrator: P. Picture, Category: Books, Price: $17.99, Length: 784 pages">
  30. 30. Top 10 On-Site SEO Practices1) SEF URLs (Search Engine Friendly Uniform Resource Locators)2) 301 Redirects3) Title & Description Tags4) Keyword Spamming5) Sitemaps6) Robots.txt7) H1 H2 tags and proper HTML formatting8) Image use and alt tags9) Text links with attributes10) 404 (Page Not Found) Errors
  31. 31. “Word Spamming,” “Keyword Stuffing,” “Keyword Density”Best strategy: Write good relevant content for humans● Be aware of single keywords and keyphrases of two or three terms● Keyword Density should not exceed 6%● Online Tools – http://www.linkvendor.com/seo-tools/keyword- density.html – http://www.keydensity.com/ – http://www.keyworddensity.com/
  32. 32. “Word Spamming,” “Keyword Stuffing,” “Keyword Density”Best strategy: Write good relevant content for humans● Be aware of single keywords and keyphrases of two or three terms● Keyword Density should not exceed 6%● Online Tools – http://www.linkvendor.com/seo-tools/keyword- density.html – http://www.keydensity.com/ – http://www.keyworddensity.com/
  33. 33. Webmaster Tools: Sitemaps● Text file called sitemap.xml in your root directory● A list of URLs or sitemaps● Specify all URLs using the same syntax● Do not include session IDs in URLs● Do not include URLs of imageshttp://www.google.com/support/webmasters/bin/topic.py?topic=8467
  34. 34. Webmaster Tools: SitemapsDefinitions for each URL in a Sitemap● Location (URL)● Time it was last modified● How often it is updated● Priorityhttp://www.google.com/support/webmasters/bin/topic.py?topic=8467
  35. 35. Webmaster Tools: Sitemaps<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.example.com/</loc> <lastmod>2012-06-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url></urlset>http://www.google.com/support/webmasters/bin/topic.py?topic=8467
  36. 36. Webmaster Tools: Sitemaps➢ Sitemap generators On-line: http://www.xml-sitemaps.com/➢ Software: We use RAGE Sitemap Automator (For Mac) http://www.ragesw.com/products/googlesitemap.html➢ Submit your sitemap after verifying your site on Google https://www.google.com/webmasters/tools/➢ On-line services submit to Google, Yahoo!, Ask.com, MSN (Live.com) and Moreover.com. http://www.sitemapwriter.com/notify.php➢ Submit using your robots.txt file Sitemap: http://www.example.com/sitemap.xml
  37. 37. XML Sitemaps
  38. 38. Top 10 On-Site SEO Practices1) SEF URLs (Search Engine Friendly Uniform Resource Locators)2) 301 Redirects3) Title & Description Tags4) Keyword Spamming5) Sitemaps6) Robots.txt7) H1 H2 tags and proper HTML formating8) Image use and alt tags9) Text links with attributes10) 404 (Page Not Found) Errors
  39. 39. SEF URLs and Robots.txt● Be Aware of Problematic URLs – Block Indexing in your robots.txt For a site like http://www.wine.com/wine-search-results.jsp?Ne=292&N=461+4294967240+4294967270 User-agent: Googlebot Disallow: /wine-search-results.jsp
  40. 40. robots.txtTo exclude all robots from the entire server To exclude a single robotUser-agent: * User-agent: BadBotDisallow: / Disallow: /To allow all robots complete access To allow a single robotUser-agent: * User-agent: GoogleDisallow: Disallow: User-agent: *To exclude all robots from part of the server Disallow: /User-agent: *Disallow: /cgi-bin/ To exclude all files except oneDisallow: /tmp/ User-agent: *Disallow: /junk/ Disallow: /~joe/stuff/
  41. 41. Proper Use of HTML Tags (H1, H2)<H1>Main Title</H1><H2>Subtitle</H2><H3>Heading</H3><ul>List<li>List Item</li><li>List Item</li></ul>
  42. 42. Proper Use of ImagesNever Use An Image Instead of Text(What Not To Do)http://www2.kenes.com/mascc
  43. 43. Proper Use of ImagesAlways use Alt Text
  44. 44. Use Text Links and Title Attribute
  45. 45. Error Pages (404s)
  46. 46. Error Pages (404s)
  47. 47. Error Pages (404s)
  48. 48. Error Pages (404s)
  49. 49. Thank You Charlie KalechDirector, J-Town Internet Services Ltd. www.j-town.co.il charlie@j-town.co.il @CharlieKalech For More Resources Fan Us on Facebook http://facebook.com/jtownproductions For More Events and Seminars Join Jerusalem Web Professionals (JWP) Facebook Group
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