SEO: Search Engine Optimization What It Is, Why It’s Important and How to Get Started  Brought to you by:
Your Presenters <ul><li>Sam Kanakanui </li></ul><ul><li>Founded Netwave Solutions in 1998 </li></ul><ul><li>Services inclu...
Housekeeping <ul><li>Presentation will be approx 1:15 </li></ul><ul><li>SEO Overview with some Intermediate stuff </li></u...
SEM (Search Engine Marketing) <ul><li>PPC (Pay per click) </li></ul><ul><li>Banner Advertising, Ad Networks, shopping comp...
So, What is SEO? <ul><li>Natural Search </li></ul>
So, What is SEO? <ul><li>Natural Search </li></ul><ul><li>Organic Search </li></ul>
So, What is SEO? <ul><li>Natural Search </li></ul><ul><li>Organic Ranking </li></ul><ul><li>Organic Search </li></ul>
So, What is SEO? <ul><li>Natural Search </li></ul><ul><li>Organic Ranking </li></ul><ul><li>Organic Search </li></ul><ul><...
So, What is SEO? <ul><li>Natural Search </li></ul><ul><li>Organic Ranking </li></ul><ul><li>Organic Search </li></ul><ul><...
So, What is SEO? <ul><li>SEO is the art/science of getting a  webpage   </li></ul><ul><li>ranked highly on the major searc...
So, What is SEO? <ul><li>The objective of search engine optimization (SEO) is to increase a Web site's traffic counts, and...
 
<ul><li>Search Engine Result Page - SERP </li></ul>
What we will be covering <ul><li>On Page Factors </li></ul>
What we will be covering <ul><li>On Page Factors </li></ul><ul><ul><li>Keyword Analysis </li></ul></ul>
What we will be covering <ul><li>On Page Factors </li></ul><ul><ul><li>Keyword Analysis </li></ul></ul><ul><ul><li>Site Me...
What we will be covering <ul><li>On Page Factors </li></ul><ul><ul><li>Keyword Analysis </li></ul></ul><ul><ul><li>Site Me...
What we will be covering <ul><li>On Page Factors </li></ul><ul><ul><li>Keyword Analysis </li></ul></ul><ul><ul><li>Site Me...
What we will be covering <ul><li>Off Page Factors </li></ul>
What we will be covering <ul><li>Off Page Factors </li></ul><ul><ul><li>Link Building </li></ul></ul>
What we will be covering <ul><li>Off Page Factors </li></ul><ul><ul><li>Link Building </li></ul></ul><ul><ul><li>Content G...
What we will be covering <ul><li>Off Page Factors </li></ul><ul><ul><li>Link Building </li></ul></ul><ul><ul><li>Content G...
On Page Factors <ul><li>Keyword Analysis </li></ul><ul><ul><li>Tools to use: </li></ul></ul><ul><ul><ul><li>http://freekey...
On Page Factors <ul><li>Keyword Analysis </li></ul><ul><ul><li>Tools to use: </li></ul></ul><ul><ul><ul><li>http://freekey...
On Page Factors <ul><li>Keyword Analysis </li></ul><ul><ul><li>Tools to use: </li></ul></ul><ul><ul><ul><li>http://freekey...
On Page Factors <ul><li>Site Mechanics </li></ul><ul><ul><li>Hosting </li></ul></ul><ul><ul><li>DNS </li></ul></ul><ul><ul...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Everything on your page(s) matters – it pays to think everything through a...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Everything on your page(s) matters – it pays to think everything through a...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Old or “black hat” tricks to avoid (NEVER USE!) </li></ul></ul>On Page Fac...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Old or “black hat” tricks to avoid (NEVER USE!) </li></ul></ul><ul><ul><ul...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements: </li></ul></ul>On Page Factors
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements: </li></ul></ul><ul><ul><ul><li>Title </li></ul></ul></u...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements: </li></ul></ul><ul><ul><ul><li>Title </li></ul></ul></u...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements: </li></ul></ul><ul><ul><ul><li>Title </li></ul></ul></u...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements: </li></ul></ul><ul><ul><ul><li>Title </li></ul></ul></u...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements: </li></ul></ul><ul><ul><ul><li>Title </li></ul></ul></u...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements: </li></ul></ul><ul><ul><ul><li>Title </li></ul></ul></u...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  TITLE </li></ul></ul>On Page Factors
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  TITLE </li></ul></ul><ul><ul><ul><li>Title: the most i...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  TITLE </li></ul></ul><ul><ul><ul><li>Title: the most i...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  TITLE </li></ul></ul><ul><ul><ul><li>Title: the most i...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  TITLE </li></ul></ul><ul><ul><ul><li>Title: the most i...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  TITLE </li></ul></ul><ul><ul><ul><li>Title: the most i...
On Page Factors
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Meta Description and Keywords </li></ul></ul>On Page F...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Meta Description and Keywords </li></ul></ul><ul><ul><...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Meta Description and Keywords </li></ul></ul><ul><ul><...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Meta Description and Keywords </li></ul></ul><ul><ul><...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Meta Description and Keywords </li></ul></ul><ul><ul><...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Meta Description and Keywords </li></ul></ul><ul><ul><...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Heading Tags </li></ul></ul><ul><ul><ul><li>HTML struc...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Heading Tags </li></ul></ul><ul><ul><ul><li>HTML struc...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Heading Tags </li></ul></ul><ul><ul><ul><li>HTML struc...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Heading Tags </li></ul></ul><ul><ul><ul><li>HTML struc...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Link Text </li></ul></ul><ul><ul><ul><li>words that ar...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Link Text </li></ul></ul><ul><ul><ul><li>words that ar...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Link Text </li></ul></ul><ul><ul><ul><li>words that ar...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Link Text </li></ul></ul><ul><ul><ul><li>words that ar...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Link Text </li></ul></ul><ul><ul><ul><li>words that ar...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Content </li></ul></ul><ul><ul><ul><li>Content is KING...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Content </li></ul></ul><ul><ul><ul><li>Content is KING...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Content </li></ul></ul><ul><ul><ul><li>Content is KING...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Content </li></ul></ul><ul><ul><ul><li>Content is KING...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Content </li></ul></ul><ul><ul><ul><li>Content is KING...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Content </li></ul></ul><ul><ul><ul><li>Content is KING...
<ul><li>Content Mechanics </li></ul><ul><ul><li>Key Page Elements:  Content </li></ul></ul><ul><ul><ul><li>Content is KING...
<ul><li>Internal Linking </li></ul><ul><ul><li>Links within your site </li></ul></ul><ul><ul><li>Navigation Links (menus, ...
On Page Factors <ul><li>Questions? </li></ul>
Off Page Factors <ul><li>Link Building </li></ul><ul><ul><li>Your single biggest expense </li></ul></ul>
Off Page Factors <ul><li>Link Building </li></ul><ul><ul><li>What to do: </li></ul></ul><ul><ul><ul><li>Directories </li><...
Off Page Factors <ul><li>Link Building </li></ul><ul><ul><li>What to do: </li></ul></ul><ul><ul><ul><li>Directories </li><...
Off Page Factors <ul><li>Link Building </li></ul><ul><ul><li>What to do: </li></ul></ul><ul><ul><ul><li>Directories </li><...
Off Page Factors <ul><li>Link Building </li></ul><ul><ul><li>What to do: </li></ul></ul><ul><ul><ul><li>Directories </li><...
Off Page Factors <ul><li>Link Building </li></ul><ul><ul><li>What to do: </li></ul></ul><ul><ul><ul><li>Directories </li><...
Off Page Factors <ul><li>Link Building </li></ul><ul><ul><li>What NOT to do: </li></ul></ul><ul><ul><ul><li>Link Farms </l...
Off Page Factors <ul><li>Link Building </li></ul><ul><ul><li>What NOT to do: </li></ul></ul><ul><ul><ul><li>Link Farms </l...
Off Page Factors <ul><li>Content Generation </li></ul><ul><ul><li>Web 2.0 Sharing Sites </li></ul></ul><ul><ul><ul><li>Hub...
Off Page Factors <ul><li>Content Generation </li></ul><ul><ul><li>Ecommerce </li></ul></ul><ul><ul><ul><li>Google Base </l...
Off Page Factors <ul><li>Content Generation </li></ul><ul><ul><li>Article Marketing </li></ul></ul><ul><ul><ul><li>EzineAr...
Off Page Factors <ul><li>Content Generation </li></ul><ul><ul><li>Video Marketing </li></ul></ul><ul><ul><ul><li>YouTube, ...
Off Page Factors <ul><li>Content Generation </li></ul><ul><ul><li>Video Marketing </li></ul></ul><ul><ul><ul><li>YouTube, ...
Off Page Factors <ul><li>Content Generation </li></ul><ul><ul><li>Photo Sharing </li></ul></ul><ul><ul><ul><li>Photobucket...
Off Page Factors <ul><li>Social Networking </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>MySpace </li></ul></u...
Off Page Factors <ul><li>Social Networking </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>MySpace </li></ul></u...
Test, test, test! <ul><li>Measure your SEO effort with Analytics </li></ul>
Test, test, test! <ul><li>Measure your SEO effort with Analytics </li></ul><ul><ul><li>What’s working? Do more! </li></ul>...
Test, test, test! <ul><li>Measure your SEO effort with Analytics </li></ul><ul><ul><li>What’s working? Do more! </li></ul>...
Test, test, test! <ul><li>Measure your SEO effort with Analytics </li></ul><ul><ul><li>What’s working? Do more! </li></ul>...
Test, test, test! <ul><li>Measure your SEO effort with Analytics </li></ul><ul><ul><li>What’s working? Do more! </li></ul>...
Measuring Keyword Performance <ul><li>Compare Keywords and their results: </li></ul><ul><ul><li>How many visitors per keyw...
Measuring Keyword Performance <ul><li>Compare Keywords and their results: </li></ul><ul><ul><li>How many visitors per keyw...
Wrap Up and Action Items <ul><li>Advantages to SEO: </li></ul><ul><ul><li>Long  “shelf life” </li></ul></ul><ul><ul><li>Ve...
Wrap Up and Action Items <ul><li>Advantages to SEO: </li></ul><ul><ul><li>Long  “shelf life” </li></ul></ul><ul><ul><li>Ve...
Wrap Up and Action Items <ul><li>Getting Started </li></ul><ul><ul><li>Get your house in order </li></ul></ul><ul><ul><ul>...
Other Resources (All links can be found at www.Greensboro-SEO.com)   <ul><li>Google Webmaster Tools </li></ul><ul><li>W3C ...
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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

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  • Transcript of "Search Engine Optimization Overview"

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