Search Engine Optimization Overview
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Search Engine Optimization Overview

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Published on www.Greensboro.com, this slideshow was my presentation to the Triad Web User Meetup on March 18th, 2009

Published on www.Greensboro.com, this slideshow was my presentation to the Triad Web User Meetup on March 18th, 2009

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Search Engine Optimization Overview Search Engine Optimization Overview Presentation Transcript

  • SEO: Search Engine Optimization What It Is, Why It’s Important and How to Get Started Brought to you by:
  • Your Presenters
    • Sam Kanakanui
    • Founded Netwave Solutions in 1998
    • Services include:
      • Website Design and Development
      • SEM/SEO services
      • Social Media
      • Web Video marketing
      • Web Hosting and Domains
      • Custom Online Solutions
    • Robert Moses
    • Joined NetStrategies in 2005
    • Specialties include:
      • Hosted Services Management
      • Email Marketing
      • Web Analytics
      • Website Usability
  • Housekeeping
    • Presentation will be approx 1:15
    • SEO Overview with some Intermediate stuff
    • All Resources can be found at www.Greensboro-SEO.com
  • SEM (Search Engine Marketing)
    • PPC (Pay per click)
    • Banner Advertising, Ad Networks, shopping comparison sites
    • SEO (Search Engine Optimization)
  • So, What is SEO?
    • Natural Search
  • So, What is SEO?
    • Natural Search
    • Organic Search
  • So, What is SEO?
    • Natural Search
    • Organic Ranking
    • Organic Search
  • So, What is SEO?
    • Natural Search
    • Organic Ranking
    • Organic Search
    • Search Engine Optimization
  • So, What is SEO?
    • Natural Search
    • Organic Ranking
    • Organic Search
    • Search Engine Optimization
    • They’re all virtually the same thing!
  • So, What is SEO?
    • SEO is the art/science of getting a webpage
    • ranked highly on the major search engines.
  • So, What is SEO?
    • The objective of search engine optimization (SEO) is to increase a Web site's traffic counts, and ultimately conversions, by ranking very high in the results of searches for the keywords in the search query. It is the mission of SEO to make the site's content worthy of higher search engine ranking by being more relevant and competent than the competition's.
    • (www.BruceClay.com/web_rank.htm)
  •  
    • Search Engine Result Page - SERP
  • What we will be covering
    • On Page Factors
  • What we will be covering
    • On Page Factors
      • Keyword Analysis
  • What we will be covering
    • On Page Factors
      • Keyword Analysis
      • Site Mechanics
  • What we will be covering
    • On Page Factors
      • Keyword Analysis
      • Site Mechanics
      • Content Mechanics
  • What we will be covering
    • On Page Factors
      • Keyword Analysis
      • Site Mechanics
      • Content Mechanics
      • Inbound and Outbound Linking
  • What we will be covering
    • Off Page Factors
  • What we will be covering
    • Off Page Factors
      • Link Building
  • What we will be covering
    • Off Page Factors
      • Link Building
      • Content Generation
  • What we will be covering
    • Off Page Factors
      • Link Building
      • Content Generation
      • Social Networking
  • On Page Factors
    • Keyword Analysis
      • Tools to use:
        • http://freekeywords.wordtracker.com
        • http://www.keyworddiscovery.com
        • https:// adwords.google.com/select/KeywordToolExternal
  • On Page Factors
    • Keyword Analysis
      • Tools to use:
        • http://freekeywords.wordtracker.com
        • http://www.keyworddiscovery.com
        • https://adwords.google.com/select/KeywordToolExternal
      • Broad Term vs. Long Tail Key Phrase
  • On Page Factors
    • Keyword Analysis
      • Tools to use:
        • http://freekeywords.wordtracker.com
        • http://www.keyworddiscovery.com
        • https://adwords.google.com/select/KeywordToolExternal
      • Broad Term vs. Long Tail Key Phrase
      • Use of Buying Modifiers
  • On Page Factors
    • Site Mechanics
      • Hosting
      • DNS
      • Load Speed
    • Show Stoppers: Make sure these items are ok.
    • Content Mechanics
      • Everything on your page(s) matters – it pays to think everything through and do it right.
    On Page Factors
    • Content Mechanics
      • Everything on your page(s) matters – it pays to think everything through and do it right.
      • Remember that Google and friends are very smart program made by very smart programmers – any BS will be found
    On Page Factors
    • Content Mechanics
      • Old or “black hat” tricks to avoid (NEVER USE!)
    On Page Factors
    • Content Mechanics
      • Old or “black hat” tricks to avoid (NEVER USE!)
        • White on white text hiding from users (visible to bots)
        • stuffing keywords everywhere you can
        • Page cloaking: 1 keyword rich page for Google – 1 normal page for the user
        • Page Spam: worthless page to the user but keyword rich page for Google
    On Page Factors
    • Content Mechanics
      • Key Page Elements:
    On Page Factors
    • Content Mechanics
      • Key Page Elements:
        • Title
    On Page Factors
    • Content Mechanics
      • Key Page Elements:
        • Title
        • Meta Description
    On Page Factors
    • Content Mechanics
      • Key Page Elements:
        • Title
        • Meta Description
        • Meta Keywords
    On Page Factors
    • Content Mechanics
      • Key Page Elements:
        • Title
        • Meta Description
        • Meta Keywords
        • Heading Tags
    On Page Factors
    • Content Mechanics
      • Key Page Elements:
        • Title
        • Meta Description
        • Meta Keywords
        • Heading Tags
        • Link Text
    On Page Factors
    • Content Mechanics
      • Key Page Elements:
        • Title
        • Meta Description
        • Meta Keywords
        • Heading Tags
        • Link Text
        • Content
    On Page Factors
    • Content Mechanics
      • Key Page Elements: TITLE
    On Page Factors
    • Content Mechanics
      • Key Page Elements: TITLE
        • Title: the most important part of the page
    On Page Factors
    • Content Mechanics
      • Key Page Elements: TITLE
        • Title: the most important part of the page
        • Every title should be unique and specific
    On Page Factors
    • Content Mechanics
      • Key Page Elements: TITLE
        • Title: the most important part of the page
        • Every title should be unique and specific
        • “What is this page about?”
    On Page Factors
    • Content Mechanics
      • Key Page Elements: TITLE
        • Title: the most important part of the page
        • Every title should be unique and specific
        • “What is this page about?”
        • This text is the link on the search results page
    On Page Factors
    • Content Mechanics
      • Key Page Elements: TITLE
        • Title: the most important part of the page
        • Every title should be unique and specific
        • “What is this page about?”
        • This text is the link on the search results page
        • Google will only display 66 characters
    On Page Factors
  • On Page Factors
    • Content Mechanics
      • Key Page Elements: Meta Description and Keywords
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Meta Description and Keywords
        • Non visible text in the HTML code
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Meta Description and Keywords
        • Non visible text in the HTML code
        • Intended to describe the page contents
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Meta Description and Keywords
        • Non visible text in the HTML code
        • Intended to describe the page contents
        • Description can be display in SERP
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Meta Description and Keywords
        • Non visible text in the HTML code
        • Intended to describe the page contents
        • Description can be display in SERP
        • Not a core element of SEO ranking but…
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Meta Description and Keywords
        • Non visible text in the HTML code
        • Intended to describe the page contents
        • Description can be display in SERP
        • Not a core element of SEO ranking but…
        • Do it right, good HTML, best practice and DON’T SPAM
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Heading Tags
        • HTML structure like “outline” levels
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Heading Tags
        • HTML structure like “outline” levels
        • H1
          • H2
            • H3
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Heading Tags
        • HTML structure like “outline” levels
        • H1
          • H2
            • H3
        • Like an outline the heading indicates “this phrase is important”
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Heading Tags
        • HTML structure like “outline” levels
        • H1
          • H2
            • H3
        • Like an outline the heading indicates “this phrase is important”
        • Important place to use your keywords
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Link Text
        • words that are in the link
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Link Text
        • words that are in the link
        • Use your keywords as the link text
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Link Text
        • words that are in the link
        • Use your keywords as the link text
        • Search Engines assume your link is related to the words in the link so…
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Link Text
        • words that are in the link
        • Use your keywords as the link text
        • Search Engines assume your link is related to the words in the link so…
        • Don’t use “click here” unless you link is about “clicking here”
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Link Text
        • words that are in the link
        • Use your keywords as the link text
        • Search Engines assume your link is related to the words in the link so…
        • Don’t use “click here” unless you link is about “clicking here”
        • Use SEF URLs: good opportunity to use keywords
          • http:// www.example.com/index.html?page_id =39
          • http://www.example.com/how-to-optimize-link-text.html
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Content
        • Content is KING
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Content
        • Content is KING
        • No silver bullet
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Content
        • Content is KING
        • No silver bullet
        • Build useful and interesting content
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Content
        • Content is KING
        • No silver bullet
        • Build useful and interesting content
        • Build for real people not bots
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Content
        • Content is KING
        • No silver bullet
        • Build useful and interesting content
        • Build for real people not bots
        • Then: review text, tweak reword or rewrite to increase keyword density
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Content
        • Content is KING
        • No silver bullet
        • Build useful and interesting content
        • Build for real people not bots
        • Then: review text, tweak reword or rewrite to increase keyword density
        • Do a sanity check – does your optimized copy read like spam email?
    On Page Factors
    • Content Mechanics
      • Key Page Elements: Content
        • Content is KING
        • No silver bullet
        • Build useful and interesting content
        • Build for real people not bots
        • Then: review text, tweak reword or rewrite to increase keyword density
        • Do a sanity check – does your optimized copy read like spam email?
        • Content Velocity: keep it fresh
    On Page Factors
    • Internal Linking
      • Links within your site
      • Navigation Links (menus, etc)
      • Breadcrumbs
      • All are opportunities to help the search engine understand what is important on your site
    • Outbound Linking
      • Link to authorities or resources
      • Blogs: good rank by linking because it adds value
    On Page Factors
  • On Page Factors
    • Questions?
  • Off Page Factors
    • Link Building
      • Your single biggest expense
  • Off Page Factors
    • Link Building
      • What to do:
        • Directories
          • Yahoo, DMOZ.org, BOTW.org, STPT.com, SearchSite.com
  • Off Page Factors
    • Link Building
      • What to do:
        • Directories
          • Yahoo, DMOZ.org, BOTW.org, STPT.com, SearchSite.com
        • Forums and Blogs
  • Off Page Factors
    • Link Building
      • What to do:
        • Directories
          • Yahoo, DMOZ.org, BOTW.org, STPT.com, SearchSite.com
        • Forums and Blogs
        • Link Exchanges
  • Off Page Factors
    • Link Building
      • What to do:
        • Directories
          • Yahoo, DMOZ.org, BOTW.org, STPT.com, SearchSite.com
        • Forums and Blogs
        • Link Exchanges
        • Sponsorships
  • Off Page Factors
    • Link Building
      • What to do:
        • Directories
          • Yahoo, DMOZ.org, BOTW.org, STPT.com, SearchSite.com
        • Forums and Blogs
        • Link Exchanges
        • Sponsorships
        • Others – Content Sharing sites, Social Media, Article marketing, Social Bookmarking
  • Off Page Factors
    • Link Building
      • What NOT to do:
        • Link Farms
  • Off Page Factors
    • Link Building
      • What NOT to do:
        • Link Farms
        • Paid Links (from bad neighborhoods)
  • Off Page Factors
    • Content Generation
      • Web 2.0 Sharing Sites
        • Hub Pages
        • Squidoo
        • WetPaint
        • Google Knol
  • Off Page Factors
    • Content Generation
      • Ecommerce
        • Google Base
        • Kaboodle
        • ClickBank
        • Commission Junction
  • Off Page Factors
    • Content Generation
      • Article Marketing
        • EzineArticles.com
        • iSnare.com
  • Off Page Factors
    • Content Generation
      • Video Marketing
        • YouTube, Vemio, Viddler, Blip.tv, Dailymotion, Veoh, and many more…
  • Off Page Factors
    • Content Generation
      • Video Marketing
        • YouTube, Vemio, Viddler, Blip.tv, Dailymotion, Veoh, and many more…
        • Tube Mogul.com and Traffic Geyser.com
  • Off Page Factors
    • Content Generation
      • Photo Sharing
        • Photobucket
        • Flickr
        • Webshots
  • Off Page Factors
    • Social Networking
      • Facebook
      • MySpace
      • Twitter
      • LinkedIn
      • ActiveRain
  • Off Page Factors
    • Social Networking
      • Facebook
      • MySpace
      • Twitter
      • LinkedIn
      • ActiveRain
    • Benefits of SN
      • Build Reputation
      • Start your Conversation
      • Access to People
  • Test, test, test!
    • Measure your SEO effort with Analytics
  • Test, test, test!
    • Measure your SEO effort with Analytics
      • What’s working? Do more!
  • Test, test, test!
    • Measure your SEO effort with Analytics
      • What’s working? Do more!
      • What isn’t? Stop!
  • Test, test, test!
    • Measure your SEO effort with Analytics
      • What’s working? Do more!
      • What isn’t? Stop!
      • Where should you focus your efforts?
  • Test, test, test!
    • Measure your SEO effort with Analytics
      • What’s working? Do more!
      • What isn’t? Stop!
      • Where should you focus your efforts?
    • Example: Keyword performance from Google Analytics
  • Measuring Keyword Performance
    • Compare Keywords and their results:
      • How many visitors per keyword?
      • Did they stay or leave (bounce rate)
      • Even better: did they buy? Signup? Convert?
  • Measuring Keyword Performance
    • Compare Keywords and their results:
      • How many visitors per keyword?
      • Did they stay or leave (bounce rate)
      • Even better: did they buy? Signup? Convert?
  • Wrap Up and Action Items
    • Advantages to SEO:
      • Long “shelf life”
      • Very little recurring fees
      • Better screen placement
      • Better conversions
  • Wrap Up and Action Items
    • Advantages to SEO:
      • Long “shelf life”
      • Very little recurring fees
      • Better screen placement
      • Better conversions
    • Disadvantages to SEO
      • No guaranteed placement
      • Takes a significant amount of time
      • Requires more resources for very competitive terms
  • Wrap Up and Action Items
    • Getting Started
      • Get your house in order
        • Make sure your site is nearly W3C compliant
          • http://validator.w3.org/#validate_by_uri
        • Examine and fix your Title and Description Tags
        • Add quality content to your site regularly
      • Get you external campaign going
        • Develop a link building campaign
        • Develop and post content off site
      • Measure your success and Rinse and Repeat
  • Other Resources (All links can be found at www.Greensboro-SEO.com)
    • Google Webmaster Tools
    • W3C Markup Validation Services
    • Wordpress plugins for SEO
    • Firefox plugins for SEO
    • Thanks for listening!
    • Sam Kanakanui Robert Moses
    • [email_address] [email_address]
    • http://twitter.com/Greensboro_SEO http://twitter.com/robertmoses