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

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