2. What do the search engines like?
• Content visible to search engine spiders
• Naturally keyword rich content
• Communicate clear information hierarchy
• Sites that load quickly
• Links from authoritative sites
• Meaningful URL structure
• Domains with history
9. Site-Wide SEO
Elements that could have an effect on the ability of
search engines to correctly index and rank a Web site:
• Server Considerations
• Information Architecture
• URL Structure
• Accessibility
• Duplicate Content
10. Site-Wide SEO: Server Considerations
• Server Location • Canonicalization
• Shared Hosting • 301 Redirects
15. Site-Wide SEO: Duplicate Content
Search engines donʼt like to show the same content
multiple times for any given search query.
Search engines select one version as the original.
Copies rarely appear for competitive searches.
16. On-Page SEO
Web page attributes that help the search engines
understand and categorize your content:
• Title Tags
• Meta Tags
• Semantic Markup
• Images
• Internal Linking
• Latent Semantic Indexing
17. On-Page SEO: Title Tags
Arguably the most important on-page element.
• Keep It Short
• Use Targeted Keywords
• Incorporate Your Brand
• Create Unique Titles
• Do Not Copy
18. On-Page SEO: Meta Tags
Optimized Meta descriptions improve click-through rates.
• Keep Them Short
• Be Informative
• Incorporate Keywords
• Write Unique Descriptions
19. On-Page SEO: Semantic Markup
Search engines possess great computational power, but
they canʼt evaluate the context of a message.
• Important Keywords In H1 Tags
• Long Tail Keywords In H2 Tags
20. On-Page SEO: Images
• Descriptive File Names
• Use Alt Attribute
• Use Captions
• Robots.txt Consideration
21. On-Page SEO: Internal Linking
• Navigation Text Links
• Breadcrumbs
• Sitemap Links
• Analytics Data
• Long-Tail Keywords
22. On-Page SEO: Content
• Write Great Content!
• Make It Useful
• Keep It Simple
• Humans First
• Update Content Regularly
23. Off-Page SEO: Link Building
External links that the search engines use to evaluate
authority for specific keywords.
• Keyword Relevancy Votes
• Blogs
• Optimized Press Releases
• Social Media Marketing