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Seo calgary presentation at mru - may 27 2011

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A presentation given to the digital communications class at Mount Royal College. The foundation of SEO and how to start making a splash.

A presentation given to the digital communications class at Mount Royal College. The foundation of SEO and how to start making a splash.


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  • 1. THE WORLD OF SEARCH Getting Found OnlineThursday, May 26, 2011
  • 2. SEO & SEM Defined Search Engine Optimization (SEO): Is the process of improving a websites visibility in a search engines natural organic listing page.Thursday, May 26, 2011
  • 3. SEO & SEM Search Engine Optimization (SEO) Onpage Optimization: Organizing content on or within the website for increased visibility Offpage Optimization: Leveraging external websites and resources to increase visibilityThursday, May 26, 2011
  • 4. SEO & SEM Search Engine Marketing (SEM): Is the process of buying advertisements (Ad words or Yahoo Search Marketing) to place your website in search results for certain keywords immediately.Thursday, May 26, 2011
  • 5. SEO & SEMThursday, May 26, 2011
  • 6. SEO & SEMThursday, May 26, 2011
  • 7. SEO & SEMThursday, May 26, 2011
  • 8. SEO & SEMThursday, May 26, 2011
  • 9. WHY IS SEARCH IMPORTANT? •Drive Traffic to your website •Generate leads •Sell products or services •Increase brand awareness •Increase customer serviceThursday, May 26, 2011
  • 10. COMPONENTS OF SEO Search Engine Foundation 1. Keyword Research 2. Site Submission 3. Onpage Optimization 4. Offpage Optimization 5. Measure, adjust, Measure againThursday, May 26, 2011
  • 11. KEYWORD RESEARCH What would you search for? Make a list of 20 terms you would search for. Use short tail long tailed words. Short tail: Shoes Calgary | Long Tail: White 2007 Puma Roma’s with Blue Trim Type those terms into a Search Engine: Who comes up?Thursday, May 26, 2011
  • 12. KEYWORD RESEARCH What do your competitors rank for? Research your competitor: 1. What are their title tags and header tags? 2. Look under their websiteThursday, May 26, 2011
  • 13. Viewing the Competitions KeywordsThursday, May 26, 2011
  • 14. Viewing the Competitions KeywordsThursday, May 26, 2011
  • 15. KEYWORD RESEARCH Viewing the Competitions KeywordsThursday, May 26, 2011
  • 16. KEYWORD RESEARCH Viewing the Competitions KeywordsThursday, May 26, 2011
  • 17. KEYWORD RESEARCH Viewing the Competitions Keywords http://www.seomastering.com/keyword-density-analyzer.phpThursday, May 26, 2011
  • 18. KEYWORD RESEARCH Research Tools Free Google Keyword Research Tool SEOBook.comThursday, May 26, 2011
  • 19. KEYWORD RESEARCH How To Use A Research ToolThursday, May 26, 2011
  • 20. KEYWORD RESEARCH How To Use A Research ToolThursday, May 26, 2011
  • 21. KEYWORD RESEARCH How To Use A Research ToolThursday, May 26, 2011
  • 22. KEYWORD RESEARCH How To Use A Research ToolThursday, May 26, 2011
  • 23. KEYWORD RESEARCH End Result of Keyword Research • 5 - 10 Keywords to start • High and Low Search Volume Mix • Long tail and Short tailThursday, May 26, 2011
  • 24. SEARCH ENGINE SUBMISSION Google Webmaster Tools www.google.com/webmaster/tools Yahoo Site Explore www.siteexplorer.search.yahoo.com/ Bing Webmaster www.bing.com/toolbox/webmasters/Thursday, May 26, 2011
  • 25. ONPAGE OPTIMIZATION The structuring of components and layout of all parts of your website to increase visibility within Search Engines.Thursday, May 26, 2011
  • 26. ONPAGE OPTIMIZATION Title Tags: A description of the web pageThursday, May 26, 2011
  • 27. ONPAGE OPTIMIZATION Title Tags: A description of the web page Should include your keyword(s)Thursday, May 26, 2011
  • 28. ONPAGE OPTIMIZATIONThursday, May 26, 2011
  • 29. ONPAGE OPTIMIZATION Header Tags: Are the areas on a webpage that define headings of content in a webpage. <h1>Mount Royal Social Media Class</h1>Thursday, May 26, 2011
  • 30. ONPAGE OPTIMIZATION Header Tags: Are the areas on a webpage that define headings of content in a webpage. <h1>Mount Royal Social Media Class</h1> Google uses tags to understand the content of the pageThursday, May 26, 2011
  • 31. ONPAGE OPTIMIZATION Header Tags • Use H2 and H3 tags below to organize content • Use on or two H1 tags on a page, when appropriate • Put keywords in header tag. Don’t over do it though.Thursday, May 26, 2011
  • 32. ONPAGE OPTIMIZATION Header TagsThursday, May 26, 2011
  • 33. ONPAGE OPTIMIZATION Header TagsThursday, May 26, 2011
  • 34. ONPAGE OPTIMIZATION Meta Tags: Are HTML elements that help to provide structured meta data about a web page. They help Search Engines understand what is on your page. Important Meta Tag: Meta DescriptionThursday, May 26, 2011
  • 35. ONPAGE OPTIMIZATION Meta Tags: Are HTML elements that help to provide structured meta data about a web page. They help Search Engines understand what is on your page. Important Meta Tag: Meta DescriptionThursday, May 26, 2011
  • 36. ONPAGE OPTIMIZATION Not Important: Meta Keyword DescriptionThursday, May 26, 2011
  • 37. ONPAGE OPTIMIZATION Keyword Density: The number of times a keyword appears on a page in comparison to the total number of words in the content region.Thursday, May 26, 2011
  • 38. ONPAGE OPTIMIZATION Keyword DensityThursday, May 26, 2011
  • 39. ONPAGE OPTIMIZATION Keyword DensityThursday, May 26, 2011
  • 40. ONPAGE OPTIMIZATION Keyword DensityThursday, May 26, 2011
  • 41. ONPAGE OPTIMIZATION Highlighting and Italicizing Keywords can increase their visibilityThursday, May 26, 2011
  • 42. ONPAGE OPTIMIZATION Highlighting and Italicizing Keywords can increase their visibility Rule of Thumb: In the content region of your site, sprinkle your keyword 3 - 5 times throughout a page.Thursday, May 26, 2011
  • 43. ONPAGE OPTIMIZATION Image Alt Text: alternative information source for those people who have chosen to disable images in their browsers.Thursday, May 26, 2011
  • 44. ONPAGE OPTIMIZATIONThursday, May 26, 2011
  • 45. ONPAGE OPTIMIZATION Image Title: the title of the....image.Thursday, May 26, 2011
  • 46. ONPAGE OPTIMIZATION Image Title: the title of the....image.Thursday, May 26, 2011
  • 47. ONPAGE OPTIMIZATION Slugs: The URL Structure on your web page.Thursday, May 26, 2011
  • 48. ONPAGE OPTIMIZATION Slugs: The URL Structure on your web page.Thursday, May 26, 2011
  • 49. ONPAGE OPTIMIZATION Links Internal: Linking content from within your website, to other content in your website.Thursday, May 26, 2011
  • 50. ONPAGE OPTIMIZATION Links Outbound: Linking to content outside of your website.Thursday, May 26, 2011
  • 51. ONPAGE OPTIMIZATION Other factors •Load Time •Video •Bounce RateThursday, May 26, 2011
  • 52. OFF PAGE OPTIMIZATION Intentional actions done away from your main website so search engines understand the value of your website.Thursday, May 26, 2011
  • 53. OFF PAGE OPTIMIZATION Link Building: The process of building links from external websites back to your website.Thursday, May 26, 2011
  • 54. OFF PAGE OPTIMIZATION Some places to start getting immediate links: • Social Bookmarking sites • Social Media sites • Blogs • Directories (Google has devalued free greatly) • Other websitesThursday, May 26, 2011
  • 55. OFF PAGE OPTIMIZATION 3 types of links to go after • Quantity - the more links the better...sometimesThursday, May 26, 2011
  • 56. OFF PAGE OPTIMIZATION 3 types of links to go after • Quantity - the more links the better...sometimes • Quality - links from highly ranked websitesThursday, May 26, 2011
  • 57. OFF PAGE OPTIMIZATION 3 types of links to go after • Quantity - the more links the better...sometimes • Quality - links from highly ranked websites • Relevance - links from relevant sources in your industryThursday, May 26, 2011
  • 58. OFF PAGE OPTIMIZATION How to build incoming links Participate in Conversation: Talk in blogs, forums, and other trade specific conversations online. Answer questions and link back to your websiteThursday, May 26, 2011
  • 59. OFF PAGE OPTIMIZATION How to build incoming links Good original content: Instead of regurgitating news or content, create your own good, natural, original content.Thursday, May 26, 2011
  • 60. OFF PAGE OPTIMIZATION 200-300 people per day to this articleThursday, May 26, 2011
  • 61. OFF PAGE OPTIMIZATION How to build incoming links Get a blog: Create constant new content. Become an expert in your field. Use the blog to link to your original site.Thursday, May 26, 2011
  • 62. OFF PAGE OPTIMIZATION How to build incoming links Create top 10 lists: An original top 10 for your industry.Thursday, May 26, 2011
  • 63. OFF PAGE OPTIMIZATION How to build incoming links Link to others: Link to other people from your website.Thursday, May 26, 2011
  • 64. OFF PAGE OPTIMIZATION Anchor Text: Is the words used in a hyperlink to describe the page that the word is linking too.Thursday, May 26, 2011
  • 65. OFF PAGE OPTIMIZATION Anchor Text: Is the words used in a hyperlink to describe the page that the word is linking too. Anchor Text is very important for SEO. It helps search engines identify what your page is about.Thursday, May 26, 2011
  • 66. OFF PAGE OPTIMIZATION Anchor TextThursday, May 26, 2011
  • 67. OFF PAGE OPTIMIZATION Anchor TextThursday, May 26, 2011
  • 68. OFF PAGE OPTIMIZATION Anchor TextThursday, May 26, 2011
  • 69. OFF PAGE OPTIMIZATION To create good Links Back 1. Be helpful, authentic, and genuine. 2. Tell people how to link back to you. 3. Make a constant and consistent effortThursday, May 26, 2011
  • 70. OFF PAGE OPTIMIZATION Check other back links http://siteexplorer.search.yahoo.comThursday, May 26, 2011
  • 71. Thursday, May 26, 2011
  • 72. MEASURE •Keywords •Bounce Rate •Landing Pages •Click ThroughThursday, May 26, 2011
  • 73. CREDITS AND CRED SEO Hacker.com SEO Book.com Search Engine Journal.com Search Engine Land.comThursday, May 26, 2011