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SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
SEO 101 - C2 $5 Friday Event 9/18/09
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SEO 101 - C2 $5 Friday Event 9/18/09

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Presentation given at C2's $5 Friday Event on September 18th, 2009. …

Presentation given at C2's $5 Friday Event on September 18th, 2009.

Presented by Andrew Wintheiser as a introduction for search optimization, link building and the factors that are generally associated with search engine rankings

Published in: Technology, Business
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  • 1. Search Optimization – Demystified<br />
  • 2. SEO Demystified - Introduction<br />Co-Founder: Lightburn <br /><ul><li> Interactive Agency focused on helping client </li></ul> drive revenue via the web<br />www.lightburndesigns.com<br />Founder: Cooper Safety Supply<br /><ul><li> Online ecommerce company that sells safety equipment
  • 3. Started in late 2006 as an experiment within Lightburn to sharpen our skills in </li></ul> ecommerce, search marketing and search optimization<br /><ul><li> Multi-million dollar business</li></ul>www.coopersafety.com<br />
  • 4. SEO Demystified - Introduction<br /><ul><li> What is SEO? Why is it so darn important anyways?
  • 5. Getting Started with SEO
  • 6. Improving your SERP (Search Engine Results Page) Rankings
  • 7. Factors
  • 8. Tactics
  • 9. Tools
  • 10. Examples
  • 11. Setting Expectations and Measuring Your Results</li></li></ul><li>SEO Demystified<br />What is SEO?<br />Why is it important?<br />
  • 12. SEO Demystified<br />What is it?<br />SEO simply refers to the techniques and strategies that help your website rank higher within the search engines.<br />Why is it important?<br />Higher rankings = more site traffic = more potential to sell your products or services<br />
  • 13. SEO Demystified<br />A few facts and figures:<br /><ul><li> Americans conducted 13.6 BILLION searches in July 2009 </li></ul> Google - 8.9 Billion<br /> Yahoo! - 2.6 Billion<br /> Bing - 1.2 Billion<br /><ul><li> Google dominates with 65% market share, but….
  • 14. Bing is emerging as a search challenger and is the fastest growing </li></ul> search engine in the US<br />
  • 15. SEO Demystified<br />What are people clicking?<br />
  • 16. SEO Demystified<br />
  • 17. SEO Demystified<br />
  • 18. SEO Demystified<br />Enough already… <br />How do I get better rankings?<br />
  • 19. SEO Demystified<br />The key things you need to understand and do for better rankings<br /><ul><li> Understand the factors
  • 20. Keyword research and selection
  • 21. Knowing where you stand and start with the basics
  • 22. Content Development
  • 23. Link Building</li></li></ul><li>SEO Demystified<br />Understanding the factors used for rankings<br />On Page Factors (35%):<br /><ul><li> Content & Meta Data
  • 24. Friendly URLs
  • 25. Linking Structure
  • 26. Freshness of Content
  • 27. Broken Links & Redirects</li></ul>Off Page Factors (65%):<br /><ul><li> Links</li></ul>On Page Factors<br />35%<br />Off Page Factors<br />65%<br />
  • 28. SEO Demystified<br />On Page Factors<br />
  • 29. SEO Demystified<br />Unique Page Titles<br />Text Based Navigation<br />HTML H1 Tags<br />HTML Text<br />On Page Factors<br />35%<br />Off Page Factors<br />65%<br />
  • 30. SEO Demystified<br />Page Title<br />Meta Description<br />On Page Factors<br />35%<br />Off Page Factors<br />65%<br />
  • 31. SEO Demystified <br />Detecting Duplicate Page Titles &amp; Content<br />Use the search engines to help you determine if you have duplicate<br />content and page title. <br />
  • 32. SEO Demystified<br />Duplicate Page Titles and Meta Descriptions for different pages.<br />Technique is also good for finding content that is available via more the one unique URL. <br />On Page Factors<br />35%<br />
  • 33. SEO Demystified <br />Know your domain(s)<br /><ul><li> Is your site available on both non-www and www URLs? Regardless of </li></ul> what a user types, they should always end up on one or the other via <br /> a 301 redirect. <br />http://www.coopersafety.com<br />http://coopersafety.com<br /><ul><li> Do you own multiple domain names? Do these domains serve up the </li></ul> same content or redirect? (misspellings, etc.)<br />
  • 34. SEO Demystified <br />Know your CMS<br /><ul><li> Make sure you understand how your CMS handles it’s content. </li></ul> If your page URLs are based off of the title of the content, what <br /> happens if you change that title. Does the old URL still server up<br /> content or does it redirect? It needs to 301 redirect. <br /><ul><li> Does your CMS show friendly URLs, but then use parameter based </li></ul> URLs for internal linking? Resulting in a non-301 redirect?<br />
  • 35. SEO Demystified <br />Friendly URLs<br />Keep your key URL’s free of parameters as much as possible<br />Good<br />www.coopersafety.com/hardhats.aspx<br />Not So Good www.coopersafety.com/category/page.aspx?topic=hard%hats<br />
  • 36. SEO Demystified <br />Friendly URLs<br />Keep your site structure as flat as possible<br />Good<br />www.coopersafety.com/hardhats.aspx<br />Ok, but not great <br />www.coopersafety.com/category/hardhats/hardhats.aspx<br />Bad<br />www.coopersafety.com/cat/124/125/hardhats/hardhats.aspx<br />
  • 37. SEO Demystified<br />Search engines like clear directions to your content<br />
  • 38. SEO Demystified<br />Funnel similar links to a single source<br /><ul><li> Don’t point links that say the same</li></ul> thing to different pages on your site<br /><ul><li> Identify pages that are similar and consolidate </li></ul> if possible<br />
  • 39. SEO Demystified <br />Don’t lock away your content in graphics. <br />On Page Factors<br />35%<br />Off Page Factors<br />65%<br />
  • 40. SEO Demystified<br />Keep your content fresh &amp; updated<br /><ul><li> The more often content is</li></ul> added, tweaked and revised<br /> the more often the bots will<br /> visit your site.<br /><ul><li> More frequent visits provide more opportunity</li></ul> for improved ranks. <br />
  • 41. SEO Demystified <br />Gauging Visit Frequency<br />View the cache version of your page/site<br />
  • 42. SEO Demystified <br />Shows ~ date of last index of the page/site. <br />This date should be within the last 24/36 hours ideally for your home page and key landing pages.<br />
  • 43. SEO Demystified<br />Avoid, Detect and Repair ALL broken and redirected links<br /><ul><li> Your site should NOT have any broken links. Use a link checker </li></ul> to see how you stand. You might be surprised! <br /> Web Link Validator detects broken links and on page redirects<br />www.relsoftware.com/wlv/<br /><ul><li> Make sure your site does not have any redirected links within it.</li></li></ul><li>SEO Demystified<br />Most site owners don’t realize that something is broken or redirecting, because it usually doesn’t affect the experience of human visitors. <br />Check your site for broken or non-301 redirected links at least one per month. <br />
  • 44. SEO Demystified<br />Off Page Factors<br />
  • 45. SEO Demystified<br />Off Page Factors (65%)<br />
  • 46. SEO Demystified<br />Inbound links from credible 3rd party sites are a critical factor in determining your ranking <br />
  • 47. SEO Demystified<br />What those links “say” and where they point IS important<br />
  • 48. SEO Demystified<br />Which link from a 3rd party website would be better for C2?<br />www.c2gps.com<br />Adobe Training<br />When possible, try to suggest link text when getting sites to link to you<br />
  • 49. SEO Demystified<br />Link Building<br />
  • 50. SEO Demystified <br />Building Good Links<br /><ul><li> Make sure your site is listed with the top paid directories
  • 51. Business.com
  • 52. BBB
  • 53. Yahoo! Directory
  • 54. Vendors and Business Partner Websites
  • 55. Press Releases
  • 56. Answers, Forums, Blogs (Yahoo! Answers, Linked In)
  • 57. Associations & Community Sites (i.e. Third Ward Association)</li></li></ul><li>SEO Demystified <br />Building Good Links<br /><ul><li> Develop unique, useful and compelling content
  • 58. Calculators
  • 59. Tools
  • 60. Humor
  • 61. Sponsor events and charitable organization and ask for links!
  • 62. Focus on one-way links. It’s ok to be selfish in this case
  • 63. Understand where your competition is getting it’s links. </li></li></ul><li>SEO Demystified <br />http://siteexplorer.search.yahoo.com/<br />
  • 64. SEO Demystified <br />Link Building Examples: BlendTec / WillItBlend.com<br />29000+ Inbound Links<br />http://www.willitblend.com<br />
  • 65. SEO Demystified <br />Link Building Examples: Astuteo / Project Estimator<br />3500+ Inbound Links<br />http://estimator.astuteo.com<br />
  • 66. SEO Demystified <br />Bad, Bad Links…<br /><ul><li> Avoid buying links on blogs. Commercial directories are ok
  • 67. Avoid services like www.Text-Link-Ads.com
  • 68. Avoid trading links with non-relevant sites
  • 69. Link farms are bad</li></li></ul><li>SEO Demystified<br />Keyword Research<br />
  • 70. SEO Demystified<br />Types of Keywords<br />
  • 71. SEO Demystified<br />
  • 72. SEO Demystified <br />Research and Test Keywords<br /><ul><li> Use a tool such as Google Adwords for keyword ideas and search </li></ul> volume “guess-timates”. (www.google.com/adwords)<br /><ul><li> The highest volume keywords are NOT always the best.
  • 73. Low conversion rate (window shoppers)
  • 74. Highly competitive
  • 75. Test keywords using Pay-Per-Click is a great way to determine value </li></ul> and more accurate search volumes.<br /><ul><li> Determine the page on your site that can support those keywords</li></li></ul><li>SEO Demystified <br />Additional Paid Keywords Tools<br /><ul><li> Word Tracker (www.wordtracker.com)
  • 76. Keyword Spy (www.keywordspy.com)
  • 77. Compete.com (www.compete.com)</li></li></ul><li>SEO Demystified<br />Setting Expectations<br />
  • 78. SEO Demystified <br />Search Optimization <br /><ul><li> Search optimization is a never-ending process.
  • 79. Link building takes time. Lots of time.
  • 80. Don’t expect #1 rankings for highly competitive keywords overnight.
  • 81. Plan on investing a minimum of 4-5 hours a week on search </li></ul> optimization. <br /><ul><li> Content Development
  • 82. Evaluation & Monitoring
  • 83. Link Building</li></li></ul><li>SEO Demystified<br />You can’t rank for a keyword that isn’t supported by content<br />

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