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  • 1. Overview of how to do SEO Chris Finne
  • 2. Disclaimer I'm no expert, but have spent some time studying, implementing and iterating
  • 3. High Level Guidelines
      • Think like an engineer because the spiders, search engines, algorithms, etc. were built by engineers
      • No magic. Google wants you to know the formula
      • Black Hat techniques will get you put into the penalty box. Focus on your business/content/users not temporary tricks.
      • 90/20 effort is probably good enough for now
  • 4. Biggest Influencer
    • Nutshell for Impatient Executives
      • External links, their PageRank (PR) and their link text
      • Only shortcut to quick results are good links from high Page Ranked pages
    • (Executives can now get back to their BlackBerry)
  • 5. Where to Start - Search Keywords
    • Think about words.
      • What are your primary keywords? What are the synonyms?
      • Who is using those keywords? Are they your demographic?
      • Who are your competitors? Are people searching for their name?
  • 6. Where to Start - Mechanics => SERPs
    • S earch E ngine R esults P age s
      • Title
      • Description
      • URL
      • Cached
      • Indents
      • Quick Links
      • Limit results from single site
  • 7. How do they calculate Search Results?
    •  
    •  
  • 8. How do they calculate Search Results?
      • ALL search terms must be on the page
      • Where are the search terms? (H1's, page title, etc.)
      • Are the search terms grouped together on the page?
      • How many times are the search terms mentioned / % of words on page, i.e. keyword density (Goldilocks)
      • Page Rank
        • PR of inbound links
        • How far down the pyramid the page is within your site
        • Age of your site
        • Logarithmic
  • 9. Page's Hot Spots
      • Domain Name
      • Page Title
      • Meta Description
      • URL
      • KEYWORDS only for Yahoo
      • H1 tags (h2, h3)
      • Content at top
      • Link text for inbound links (from your site or others)
  • 10. Controlling the Spider and the Index
      • robots.txt
      • ROBOTS meta tag
      • rel=nofollow
      • javascript isn't followed
      • Site Maps
        • XML document that catalogs all the pages you want indexed
        • Downloaded by Google / Yahoo periodically (roughly daily)
        • Is not a replacement for good spider pyramid
  • 11. Don'ts
      • Too many links on a single page ?> 50 or 100?
      • Repeat page titles and descriptions
      • keyword stuffing
      • Can't get to any page within 4-8 clicks
      • Let your page rank "leak" to unimportant internal pages (e.g. privacy policy, TOS, signup/login/forgot pw)
      • ?Page Rank leak to external sites?
  • 12. Do's
      • set a preferred domain in google (and redirect on your web server)
      • Pyramid distribution of browsing
      • Spiders must be able to reach content
      • Have key keywords on each page
      • Important content at top of page (from a spider's perspective)
      • RSS feeds for blogs or other content can speed indexing
      • ALT tags for images (especially good images that you want showing up in Image Search)
  • 13. Image and Video Search
    • Probably not going to be a major source of traffic
      • ALT Tags
      • keyword proximity
  • 14. Tools
      • Manage your site:
        • Google WebMaster
        • Yahoo Sites
      • Google Analytics
      • Google Toolbar for PR
      • Sites that show page as a spider sees it
        • http://tools.seobook.com/general/spider-test/
        • http://www.webconfs.com/search-engine-spider-simulator.php  
      • Adwords Keyword Tool (need an Adwords account)
        •   https://adwords.google.com/select/KeywordTool
      • http://www.google.com/trends
      • Google Suggest (see a count of your competition)
        •   http://www.google.com/webhp?complete=1&hl=en
      • http://tools.seobook.com/
  • 15. Reference / Blogs
      • http://www.google.com/webmasters/  
      • http://googlewebmastercentral.blogspot.com/  
      • http://www.google.com/support/webmasters/
      • http://groups.google.com/group/Google_Webmaster_Help  
      • http://www.mattcutts.com/blog/  
  • 16. Now shift to Operational Mode
    • Iterate, Iterate, Iterate, Iterate, Iterate, Iterate...
      • Monitor your index in Google and Yahoo
        • Page titles, descriptions, URL's look good
        • Num of docs in index is growing
        • The right content is in there, the wrong content is not
      • Keywords
        • Which ones are driving the most traffic your way?
        • To which pages?
        • Seasonality?
        • Review and revise keywords based on performance
  • 17. Further Reading
    • These decks have some redundant info, but worth flipping through...
      • http://www.slideshare.net/ozh/whitehat-seo-tips-for-bloggers
      • http://www.slideshare.net/getelastic/seo-secrets-for-online-retailers-webinar  
      • http://www.slideshare.net/jcolman/seo-for-marketers-and-fundraisers-you-cant-raise-money-if-people-cant-find-you
  • 18. Questions?