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Ethical Search Engine Optimization | White Hat SEO Tips and Techniques

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Ethical search engine optimization is critical for increasing Google ranking and web traffic to your website or blog. This is a how to tutorial for white hat search engine optimization.

Ethical search engine optimization is critical for increasing Google ranking and web traffic to your website or blog. This is a how to tutorial for white hat search engine optimization.

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Transcript

  • 1. Fundamentals of Ethical SEO Optimization
    • Creative Fusion Media
    • Ethical SEO + Social Media Marketing
  • 2. What is SEO?
    • Search Engine Optimization
  • 3. SEO is... “ ...the process of improving the volume and quality of traffic to a web site from search engines via "natural" or "organic" search results. To this end “SEO focuses on how search engines work and what people search for.” Thanks Wikipedia
  • 4. Why focus on SEO?
  • 5. To be heard
  • 6. To be found
  • 7. The alternative is...
  • 8. You might be wondering...
  • 9. How Does Google Work?
    • Wants to find best content for searchers
    • Created by academic model
    • Incoming links to a webpage is fundamental to the formula
  • 10. So winning in Google
    • Its about...quality, unique, audience centric content
    • Its about creating relationships with your readers
    • Its about creating relationships with other influential content creators (bloggers)
    • Its about thinking like your users
    • Checking out your competition
  • 11. Google Rankings 101
    • Great Content + Links = Winning
  • 12. How do you create great content?
    • Unique
    • Audience centric
    • Visual (pictures, photos, or diagrams)
    • Technical, Personal, or both
    • Community oriented
  • 13. Unique Content
    • Interviews
    • Pillar Content
    • Themed Content
    • Interesting, new, quirky, unique
    • Memes
  • 14. Unique Content
    • Best of “ “
    • Step by step hacks
    • Creative expression (poetry, video, pic)
    • Project or Movement
    • Identifying a nuance
    • Secrets of, Top 10 Lists (magazine-like)
  • 15. Unique Content
    • Re-mix or new perspective. Transform
    • Metaphor
    • Story (how a bible verse effects you)
    • Visual
    • Resource
    • Aggregation your best, the best, x best
  • 16. Fundamentals of SEO
    • Lets check out some examples....
  • 17. Pillar Content Question:
    • If I was a baptist mother or father, why would I link to this?
    • If I was a baptist minister would I link to this?
    • Is this unique? Is this moving?
    • Is this a resource?
  • 18. Examples of Content thats “Linkworthy”
    • Colorful whitepapers (2-9 pages)
    • How-to with pictures or video
    • Colorful, original design
    • Simplicity in design
    • Funny cats
    • Moving photography
  • 19. Fundamentals of SEO
    • Experiment. Check your visitor stats in 2 weeks or a month.
    • Check your Technorati stats in 2 weeks or a month to see if you got links.
    • Ask your audience.
  • 20. Fundamental SEO Tips
    • Create pillar content
    • Check your stats and piggyback on existing content
    • Knowing influential niche blogs and interacting
  • 21. Fundamental SEO Tips
    • Identify a core set of keywords that receive significant traffic.
    • Long tail keyword vs. Fat Belly
    • Recognize that people enter phrases
    • Identify what you rank for
    • Identify what your “competition” ranks for
  • 22. Fundamentals of SEO
    • Keyword research:
      • Google keyword suggest is sufficient
      • SEO Book Keyword tool
      • Wordtracker, Keyword Discovery, and Wordze are available. Wordtracker is the leader among professionals (each about $30-40 a month)
  • 23. Fundamentals of SEO
    • Linking out to quality sites (aka that Google trusts)
    • Linking to your own related content
    • 2 Ways: internal text citation and suggested reading or suggested resources (aka Bread crumbs)
  • 24. Fundamentals of SEO
    • Aaron Wall “Linking out is a form of marketing”
  • 25. Fundamentals of SEO
    • What is a trusted site?
      • Trusted sites: DMOZ
      • Or high in Google rankings
      • Wikipedia, Amazon, Google, Yahoo
      • Also .edu and .gov are trusted more
  • 26. Fundamentals of SEO
    • What Google pays the most attention to in the text
      • Title
      • H1, H2, H3
      • Bolding
      • Italics
  • 27. Fundamentals of SEO
    • Anchor text, anchor text, anchor text
    • Anchor text, anchor text, anchor text
    • Anchor text, anchor text, anchor text
  • 28. Fundamentals of SEO
    • What is anchor text?
  • 29. Fundamentals of SEO
    • Deep linking, deep linking, deep linking
    • Deep linking, deep linking, deep linking
    • Deep linking, deep linking, deep linking
  • 30. Fundamentals of SEO
    • What does deep linking mean?
    • Attempt to link to specific URL destination of generic URL
    • Best for SEO and usability
    • • Why? Increased specificity of landing
  • 31. Fundamentals of SEO
    • One key thing to keep in mind: [moderate] siloification.
    • There is a little debate over this topic, but I’ve seen the results.
    • Easy way: Create link rings/circles
  • 32. Fundamentals of SEO
    • Ranking factors study (available @ SEOMoz)
  • 33. Fundamentals of SEO
    • No follow to contact page and other low value pages
    • No follow to the competition (debateable)
    • “Rel = no follow” in href < >
  • 34. Fundamentals of SEO
    • Like Ice into an Ice Tray
  • 35. Fundamentals of SEO
    • For photos use dashes instead of spaces (ie “social-media-specialist”)
  • 36. Fundamentals of SEO
    • Universal search
      • Google Maps/Local Business
      • Videos
      • News
      • Images (?)
  • 37. Fundamentals of SEO
    • Social Bookmarking
    • Squidoo, Hubpages, Work
    • Slideshare
    • Google Knols
    • Other platforms like Wikis + Wordpress
  • 38. Fundamentals of SEO
    • Trusted directory submission = Decent
    • SPAM directory submission = BAD
    • Article marketing/Submission = OK
    • PR Release (free + paid options)
  • 39. Fundamentals of SEO
    • Anchor text, anchor text, anchor text
    • Anchor text, anchor text, anchor text
    • Anchor text, anchor text, anchor text
  • 40. Monitoring Rankings
    • Free tools like:
      • Rank Checker
      • SEO Digger (freemium)
    • Paid tools:
      • SEO Moz ($80 a month)
      • Solo SEO ($25 a month)
  • 41. What is Reputation Management?
    • How your brand shows up in key brand word searches
    • For instance ego surfing = searching for your brand
    • Includes your organization + people
  • 42. Reputation Management
    • Part of online branding
    • Listening for organization, issues, and people (e-mail, RSS, Filtrbox)
    • Use of social media sites (Twitter, Friend Feed, Stumbleupon)
    • Guns a blaz’n style pre-emptive reputation management could backfire as new news is released
  • 43. Fundamentals of SEO
    • Keywords in URL Name (ie faithandpublicpolicy)
    • Keywords in Title, H1, H2, H3, Bold
    • Related Keywords in Article Content
    • Keywords in Anchor text of incoming/onsite links
    • Incoming Links (Quality and Number)
    • Outgoing Links to trusted sources
    • Keywords in tagging
    • Keywords in picture title and alt attributes
  • 44. Fundamentals of SEO
    • Let unique, interesting, and engaging and audience centric content determine what gets published.
    • (and of course Godly prayer + submission)
  • 45. Fundamentals of SEO
    • How do I find my backlinks?
    • How do I find my competitors backlinks?
    • How do I find subject hub backlinks?
    • Link Diagnosis (The Doctor is In)
  • 46. Fundamentals of SEO
    • “ Sticky” Content
  • 47. Fundamentals of SEO
    • Great writing
    • + keywords
    • + relationships/links
  • 48. Fundamentals of SEO
    • Write for humans, not search engines
  • 49. Fundamentals of SEO
    • Listening
      • Your audience (crowd sourcing)
      • Your web analytics (ie top posts, top comments)
      • Thought leaders (Technorati, Alltop)
      • Keywords
  • 50. Fundamentals of SEO
    • Create pillar authority content.
      • Builds trust.
      • Builds audience.
      • Builds links when marketed well.
  • 51. Fundamentals of SEO
    • Create original content
    • This can mean: remixing it, aggregating, or picking a new metaphor, story, or historical reference to related it to and sticking a relevant
  • 52. Fundamentals of SEO
    • Add a conversational, community, social, audience participation, or question element
  • 53. Fundamentals of SEO
    • Make it easy to join your email list and to subscribe to sub-areas of content
  • 54. Fundamentals of SEO
    • Make it easy to share your content
  • 55. Fundamentals of SEO
    • Create link bait & list bait
  • 56. Future for Google Search
    • Personalization!!!
    • Thanksgiving weekend launched Search-wiki
    • Allowed you to rank up or down
    • Allowed you to leave personal comments
  • 57. Google Trends : Who cares?
  • 58. Web Analytics
    • Golden Three Questions from Avinash:
    • What is the purpose of your visit to our website today?
    • Were you able to complete your task today?
    • If you were not able to complete your task today, why not?
  • 59. Web Analytics
    • Avinash Web Analytics Guru:
      • Where is your traffic coming from?
      • Forget about your homepage, your top 50 (your top 15) are your new landing page.
      • 2% conversion is really good
      • Multivariate testing (Google Webmaster tools) is almost mandatory
      • 3 Golden Questions
  • 60. Ethical SEO Basics
    • Ready for a review???
  • 61. Review....
    • What is SEO?
    • What are the 2 to 3 core components of SEO?
    • What main factors does Google look to determine ranking?
    • SEO fundamental strategies?
  • 62. Where can I find SEO resources?
    • Google keyword tool
    • Link Diagnosis
    • SEO Quake for Firefox (Backlinks, PR, and KW Density)
    • Dave Naylor Keyword Density
    • SEO Moz: Ranking Factors Study
    • Aaron Wall : SEO for Bloggers
    • Aaron Wall : SEO for Non-profits
    • Aaron Wall: Work Guide
  • 63. Thank you....
  • 64. Questions?
  • 65. Creative Fusion Media