Ethical Search Engine Optimization | White Hat SEO Tips and Techniques

Fundamentals of Ethical SEO Optimization
Creative Fusion Media
Ethical SEO + Social Media Marketing

What is SEO?
Search Engine Optimization

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

Why focus on SEO?

To be heard

To be found

The alternative is...

You might be wondering...

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

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

Google Rankings 101
Great Content + Links = Winning

How do you create great content?
Unique
Audience centric
Visual (pictures, photos, or diagrams)
Technical, Personal, or both
Community oriented

Unique Content
Interviews
Pillar Content
Themed Content
Interesting, new, quirky, unique
Memes

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)

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

Fundamentals of SEO
Lets check out some examples....

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?

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

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.

Fundamental SEO Tips
Create pillar content
Check your stats and piggyback on existing content
Knowing influential niche blogs and interacting

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

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)

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)

Fundamentals of SEO
Aaron Wall “Linking out is a form of marketing”

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

Fundamentals of SEO
What Google pays the most attention to in the text
Title
H1, H2, H3
Bolding
Italics

Fundamentals of SEO
Anchor text, anchor text, anchor text

Fundamentals of SEO
What is anchor text?

Fundamentals of SEO
Deep linking, deep linking, deep linking

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

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

Fundamentals of SEO
Ranking factors study (available @ SEOMoz)

Fundamentals of SEO
No follow to contact page and other low value pages
No follow to the competition (debateable)
“Rel = no follow” in href < >

Fundamentals of SEO
Like Ice into an Ice Tray

Fundamentals of SEO
For photos use dashes instead of spaces (ie “social-media-specialist”)

Fundamentals of SEO
Universal search
Google Maps/Local Business
Videos
News
Images (?)

Fundamentals of SEO
Social Bookmarking
Squidoo, Hubpages, Work
Slideshare
Google Knols
Other platforms like Wikis + Wordpress

Fundamentals of SEO
Trusted directory submission = Decent
SPAM directory submission = BAD
Article marketing/Submission = OK
PR Release (free + paid options)

Fundamentals of SEO

Monitoring Rankings
Free tools like:
Rank Checker
SEO Digger (freemium)
Paid tools:
SEO Moz ($80 a month)
Solo SEO ($25 a month)

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

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

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

Fundamentals of SEO
Let unique, interesting, and engaging and audience centric content determine what gets published.
(and of course Godly prayer + submission)

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)

Fundamentals of SEO
“ Sticky” Content

Fundamentals of SEO
Great writing
+ keywords
+ relationships/links

Fundamentals of SEO
Write for humans, not search engines

Fundamentals of SEO
Listening
Your audience (crowd sourcing)
Your web analytics (ie top posts, top comments)
Thought leaders (Technorati, Alltop)
Keywords

Fundamentals of SEO
Create pillar authority content.
Builds trust.
Builds audience.
Builds links when marketed well.

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

Fundamentals of SEO
Add a conversational, community, social, audience participation, or question element

Fundamentals of SEO
Make it easy to join your email list and to subscribe to sub-areas of content

Fundamentals of SEO
Make it easy to share your content

Fundamentals of SEO
Create link bait & list bait

Future for Google Search
Personalization!!!
Thanksgiving weekend launched Search-wiki
Allowed you to rank up or down
Allowed you to leave personal comments

Google Trends : Who cares?

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?

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

Ethical SEO Basics
Ready for a review???

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?

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

Thank you....

Questions?

Creative Fusion Media

http://compassioninpolitics.wordpress.com	87
http://mychoicedelhi.blogspot.com	9
http://www.fachak.com	1
http://www.slideshare.net	1
http://speakmeme.com	1

Ethical Search Engine Optimization | White Hat SEO Tips and Techniques

by Nathan Ketsdever on Dec 04, 2008

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Ethical Search Engine Optimization | White Hat SEO Tips and Techniques — Presentation Transcript