SEO101_eMarketing Techniques 2009
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SEO101_eMarketing Techniques 2009

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SEO Presentation from the eMarketing Techniques Conference, May 2009 at Corporate College

SEO Presentation from the eMarketing Techniques Conference, May 2009 at Corporate College

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SEO101_eMarketing Techniques 2009 SEO101_eMarketing Techniques 2009 Presentation Transcript

  • Search Engine Optimization 101 Today‟s SEO 101 - Tour Guide‟s Jan Limpach Joe Abraham Keyphrase-Marketing.com SageRock.com Step 1: ON-Page Factors Step 2: OFF-Page Factors 1
  • Search Engine Optimization 101 – What‟s Your Question? – Building a Google Friendly Website » Step 1. On Page Factors – Website Promotion » Step 2. OFF Page Factors – Tips, Tricks & Tools… Along the way! – Review and ALL… …In 60 Minutes, so Hang On! 2
  • Search Engine Optimization 101 12 Important - SEO Do’s & Don’ts Step 1. ON Page Factors Making Your Website Search Engine Friendly or… How to Make GOOGLE Love Your Website, MORE, Than your competitor’s, who aren’t here today. :-) 3
  • Search Engine Optimization 101 “To be found in the search engines, first the search engines must find you.” ~Jan Limpach 1969 4
  • Search Engine Optimization 101 Disclaimer Many of the things you see here may seem overly basic to some. That is the intention of this document, to layout the search engine optimization basics, (SEO 101). To build a good foundation for a website there are certain best practices followed by industry professionals. It is our intention to pass some of those along to you here, but of course recognizing, it is a bit more complicated than following these 12 points to have a top ranking website. The information provided herein is the most current data available as of the day of this presentation. The search engine algorithms are an ever changing formula, so remember your mileage may vary… 5
  • Search Engine Optimization 101 1. Some sites still use a type of entry page that became popular years ago. Using a (______) page may cause your visitors FRUSTRATION, and reduce your chances for higher search engine rankings. Bailout rates as high as 70% have been recorded for this type of page. 6
  • Search Engine Optimization 101 1. Some sites still use a type of entry page that became popular years ago. Using a (SPLASH) page may cause your visitors FRUSTRATION, and reduce your chances for higher search engine rankings. Bailout rates as high as 70% have been recorded for this type of page. 7
  • Search Engine Optimization 101 2. Building your home page or entire website with a (_____) file will not provide the search engines with as much readable content as using a standard HTML / CSS architecture. 8
  • Search Engine Optimization 101 2. Building your home page or entire website with a (FLASH) file will not provide the search engines with as much readable content as using a standard HTML / CSS architecture. 9
  • Search Engine Optimization 101 3. Designing your website with (______) also presents a separate set of challenges for the search engines. 10
  • Search Engine Optimization 101 3. Designing your website with (FRAMES) also presents a separate set of challenges for the search engines. 11
  • Search Engine Optimization 101 4. Are your pages accessible? A popular type of navigation these days is created with (__________). This too will make it difficult for the search engine spiders to find your pages. The less you use it, the better. 12
  • Search Engine Optimization 101 4. Are your pages accessible? A popular type of navigation these days is created with (JAVASCRIPT). This too will make it difficult for the search engine spiders to find your pages. The less you use it, the better. 13
  • Search Engine Optimization 101 5. Let‟s Review… (______), (_____), (______) & (__________) Beware how you use these techniques. 14
  • Search Engine Optimization 101 5. Let‟s Review… (SPLASH), (_____), (______) & (__________) Beware how you use these techniques. 15
  • Search Engine Optimization 101 5. Let‟s Review… (SPLASH), (FLASH), (______) & (__________) Beware how you use these techniques. 16
  • Search Engine Optimization 101 5. Let‟s Review… (SPLASH), (FLASH), (FRAMES) & (__________) Beware how you use these techniques. 17
  • Search Engine Optimization 101 5. Let‟s Review… (SPLASH), (FLASH), (FRAMES) & (JAVASCRIPT) OH My! Beware how you use these techniques. 18
  • Search Engine Optimization 101 19
  • Search Engine Optimization 101 6. The Internet is about people, and people love quality (_______, _______ & more _______) 20
  • Search Engine Optimization 101 6. The Internet is about people, and people love quality (CONTENT, _______ & more _______) 21
  • Search Engine Optimization 101 6. The Internet is about people, and people love quality (CONTENT, CONTENT & more _______) 22
  • Search Engine Optimization 101 6. The Internet is about people, and people love quality (CONTENT, CONTENT & more CONTENT) 23
  • Search Engine Optimization 101 7. To optimize the content on your site requires (_________) research. Using a tool such as (_________________) will provide you with some brainstorming ideas on topics to build your pages about. 24
  • Search Engine Optimization 101 7. To optimize the content on your site requires (KEYPHRASE) research. First make a list, of what you think are the primary keywords your visitors would search on. Using a tool such as (_________________) will provide you with some brainstorming ideas on topics to build your pages about. 25
  • Search Engine Optimization 101 7. To optimize the content on your site requires (KEYPHRASE) research. First make a list, of what you think are the primary keywords your visitors would search on. Using a tool such as (Google Keyword Tool) will provide you with some brainstorming ideas on topics to build your pages about. 26
  • Search Engine Optimization 101 Three for the Price of One 8. The Most Important words on your website are in the (_____ ___). What's in your <head>? The (____ ___________) is often used by the search engines to describe your site in the search results. So, be sure to use your primary keyword phrase and enticing copywriting here, to get that important click. Much overrated is the (____ ________) tag. This was abused in the past, so most search engines will not use it to add value to your ranking. This is virtually all you need in your <head>. Don‟t stuff it with allot of junk that will clutter up the source code and slow your page down. 27
  • Search Engine Optimization 101 Three for the Price of One 8. The Most Important words on your website are in the (TITLE TAG). What's in your <head>? The (____ ___________) is often used by the search engines to describe your site in the search results. So, be sure to use your primary keyword phrase and enticing copywriting here, to get that important click. Much overrated is the (____ ________) tag. This was abused in the past, so most search engines will not use it to add value to your ranking. This is virtually all you need in your <head>. Don‟t stuff it with allot of junk that will clutter up the source code and slow your page down. 28
  • Search Engine Optimization 101 Three for the Price of One 8. The Most Important words on your website are in the (TITLE TAG). What's in your <head>? The (META DESCRIPTION) is often used by the search engines to describe your site in the search results. So, be sure to use your primary keyword phrase and enticing copywriting here, to get that important click. Much overrated is the (____ ________) tag. This was abused in the past, so most search engines will not use it to add value to your ranking. This is virtually all you need in your <head>. Don‟t stuff it with allot of junk that will clutter up the source code and slow your page down. 29
  • Search Engine Optimization 101 Three for the Price of One 8. The Most Important words on your website are in the (TITLE TAG). What's in your <head>? The (META DESCRIPTION) is often used by the search engines to describe your site in the search results. So, be sure to use your primary keyword phrase and enticing copywriting here, to get that important click. Much overrated is the (META KEYWORDS) tag. This was abused in the past, so most search engines will not use it to add value to your ranking. This is virtually all you need in your <head>. Don‟t stuff it with allot of junk that will clutter up the source code and slow your page down. 30
  • Search Engine Optimization 101 31
  • Search Engine Optimization 101 9. Do your pages (________) to standards? Check your pages here (http://_________.org) this will help you remove any roadblocks the search engines might have when reading your site. 32
  • Search Engine Optimization 101 9. Do your pages (VALIDATE) to standards? Check your pages here (http://_________.org) this will help you remove any roadblocks the search engines might have when reading your site. 33
  • Search Engine Optimization 101 9. Do your pages (VALIDATE) to standards? Check your pages here (http://validator.w3.org) this will help you remove any roadblocks the search engines might have when reading your site. 34
  • Search Engine Optimization 101 10. What‟s good for (_____________) is good for search engine optimization. Do your images have an (___ ___)? These help visitors and search engines alike, know more about your website. 35
  • Search Engine Optimization 101 10. What‟s good for (ACCESSIBILITY) is good for search engine optimization. Do your images have an (___ ___)? These help visitors and search engines alike, know more about your website. 36
  • Search Engine Optimization 101 10. What‟s good for (ACCESSIBILITY) is good for search engine optimization. Do your images have an (ALT TAG)? These help visitors and search engines alike, know more about your website. 37
  • Search Engine Optimization 101 Example of Image Map Website, with Images Turned OFF Can the Search Engines See What You See? 38
  • Search Engine Optimization 101 11. You can build the perfect website, but there are two types of optimization you need to consider (__ ____ _______) & (___ ____ _______). 39
  • Search Engine Optimization 101 11. You can build the perfect website, but there are two types of optimization you need to consider (ON PAGE FACTORS) & (___ ____ _______). 40
  • Search Engine Optimization 101 11. You can build the perfect website, but there are two types of optimization you need to consider (ON PAGE FACTORS) & (OFF PAGE FACTORS). 41
  • Search Engine Optimization 101 12. Search engines read… (____) and (____ _____) keeping these foremost in your design, will allow the search engines to find your important content easier and help you achieve higher rankings. 42
  • Search Engine Optimization 101 12. Search engines read… (TEXT) and (____ _____) keeping these foremost in your design, will allow the search engines to find your important content easier and help you achieve higher rankings. 43
  • Search Engine Optimization 101 12. Search engines read… (TEXT) and (TEXT LINKS) keeping these foremost in your design, will allow the search engines to find your important content easier and help you achieve higher rankings. 44
  • Search Engine Optimization 101 Is This Your Boss, Monday Morning, Searching Google, For His Company’s Website? 45
  • Search Engine Optimization 101 Step 2: Off-Page Factors Joe Abraham, SageRock 46
  • Search Engine Optimization 101 • Search Engines do 2 things really well – Read text – Follow links • Simple programs called Spiders relay the data they find back to databases • An algorithm is applied and you have search results 47
  • Search Engine Optimization 101 Search Engines are like High School • Links are like popularity votes • Some sites hold more weight than others and those “votes” count more 48
  • Search Engine Optimization 101 How do I find out how many links I have? Type this command into Google: link:www.YourSite.com Or…. 49
  • Search Engine Optimization 101 Visit Yahoo! Site Explorer at: http://siteexplorer.search.yahoo.com Very comprehensive, free tool to allow you to see the links you (and your competition) have. 50
  • Search Engine Optimization 101 Which links are we talking „bout? – Directory Links – Links from Exchanges – One-way Links Not all links are the same… 51
  • Search Engine Optimization 101 • Quality V. Quantity – Spammy sites and link farms hold little to no value – Look for links that are on pages that are relevant to your site – Try and have your targeted keyword in the hypertext • “Click here” is not good hypertext 52
  • Search Engine Optimization 101 There is No Silver Bullet for Linking • Linking is about networking and relationship building • Ask friends, owners of related businesses, bloggers and others you have a relationship with for a link • Steer clear of paid links*** 53
  • Search Engine Optimization 101 The Best Way to Get Links • Create fantastic content – Needs to be Unique – Credible – Informative – Easy to Access – Better than your Competitions‟ 54
  • Search Engine Optimization 101 Other Ways to Get Links • Press Releases – Optimized for the Web – Complete with Links back to your site • Article Distribution – Again, optimized with links to your site – Post on free article distribution sites 55
  • Search Engine Optimization 101 More Ways to Get Links! • Directory Submissions – Sites like OneWayTextLink.com list free sites to submit your site too – Look for sites that have categories that relate to your site – Create a unique ad for each submission 56
  • Search Engine Optimization 101 Even More Ways to Get Links! • Reputation Management – Submit Articles to Digg – Start a Blog – Comment on other blogs • Become an Expert – Visit Forums …and answer questions for people 57
  • Search Engine Optimization 101 Remember Yahoo! Site Explorer? • Look at your Competitions‟ Links – Try and recreate their success – Look for links from directories or certifications 58
  • Questions? 59
  • Thank You for Your Attention! Enjoy, the rest of your day at the conference! Jan Limpach (440) 365-8034 Keyphrase-Marketing.com Joe Abraham (330) 379-9000 SageRock.com 60