How Search Works: Holiday Edition


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Go behind the scenes to learn how search engines index and organize the web and show why the principles of SEO work based on the activities of search engines.

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How Search Works: Holiday Edition

  1. 1. How Search Works Holiday Edition Hall Web Services
  2. 2. Who We Are Kasi Gajtkowski Organic Search Manager [email_address] <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul><ul><li>Over 80 Search Marketing Clients </li></ul><ul><li>98% of Customers &quot;Very Satisfied&quot; </li></ul>
  3. 3. Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with #SEOvision tag </li></ul>
  4. 4. It Starts With the Internet.
  5. 5. How Web Pages Work Gimme! Okay!
  6. 6. How Search Changes Things “ Santa Claus” “ Santa Claus” -- I think I've heard of that before! Would one of these help? Let me see...
  7. 7. Here come... Spiders! BAH HUMBUG!
  8. 8. Links Are Important I've got my work cut out for me...
  9. 9. How Does It Rank? I know the secret!
  10. 10. Relevance What's on your site (content) Popularity What people say about you (links)‏ Thanks to Rand Fishkin:
  11. 11. The Big Picture You are here
  12. 12. You don't need to be #1 for everything. You need to be #1 for what matters. I want to be #1 for “Christmas Spirit”!
  13. 13. A Review of SEO Best Practices <ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>Text Based Navigation Links </li></ul></ul><ul><ul><li>Unique and Descriptive Page Title Tags </li></ul></ul><ul><ul><li>Descriptive Heading Tags </li></ul></ul><ul><ul><li>Meta Information with Keywords in Them </li></ul></ul><ul><ul><li>Descriptive Image Alt Tags </li></ul></ul><ul><ul><li>Linking to other Documents </li></ul></ul>
  14. 14. Why? <ul><li>So Search Engines Can Easily: </li></ul><ul><ul><li>Figure out what your site is about </li></ul></ul><ul><ul><li>Determine what content is more important </li></ul></ul><ul><ul><li>Understand how documents relate to another </li></ul></ul><ul><ul><li>See how you relate to other sites on the 'net </li></ul></ul>
  15. 15. Speed Bumps and Road Blocks Argh! Again, thanks to Rand Fishkin:
  16. 16. <ul><li>Javascript </li></ul><ul><li>Unneeded code </li></ul><ul><li>Bad SEO best practices </li></ul><ul><li>Image based links </li></ul><ul><li>Variables in Links </li></ul>Speed Bumps
  17. 17. <ul><li>Flash </li></ul><ul><li>Links Behind Forms </li></ul><ul><li>Robots Block All </li></ul><ul><li>No Follow </li></ul>Road Blocks Nothing could stop me!
  18. 18. Other Bad Stuff <ul><ul><li>White text/white background </li></ul></ul><ul><ul><li>Showing one thing to spiders, another to users (cloaking)‏ </li></ul></ul><ul><ul><li>Duplicate content </li></ul></ul><ul><ul><li>Abusive use of keywords </li></ul></ul><ul><ul><li>Linking to nasty sites </li></ul></ul><ul><ul><li>Spyware and malware </li></ul></ul>
  19. 19. Re-cap Photo: <ul><li>Describe what you are </li></ul><ul><li>Be unique </li></ul><ul><li>Follow the rules </li></ul><ul><li>Link and link alike </li></ul><ul><li>Get professional help </li></ul><ul><li>Don't panic! </li></ul>mmm...
  20. 20. Weekly Webinars <ul><li>Next week: </li></ul><ul><li>Amanda – What's a Website Stratefy and Why Do I Need One? </li></ul><ul><li>Two Weeks: </li></ul><ul><li>Kasi – What You Need to Know About SEO </li></ul>
  21. 21. Learn More! <ul><li>Free Web Strategy Consultation- </li></ul><ul><li> </li></ul><ul><li>Web Vision Blog - </li></ul><ul><li>SEO Audio Podcast – </li></ul><ul><li>Webinars – </li></ul><ul><li>Follow Hall on Twitter: @Hall_Web </li></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB)‏ </li></ul>= Free Professional Look at Your Website
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