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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
  • 2. SEO Demystified - Introduction
    Co-Founder: Lightburn
    • Interactive Agency focused on helping client
    drive revenue via the web
    Founder: Cooper Safety Supply
    • Online ecommerce company that sells safety equipment
    • 3. Started in late 2006 as an experiment within Lightburn to sharpen our skills in
    ecommerce, search marketing and search optimization
    • Multi-million dollar business
  • 4. SEO Demystified - Introduction
    • 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
  • SEO Demystified
    What is SEO?
    Why is it important?
  • 12. SEO Demystified
    What is it?
    SEO simply refers to the techniques and strategies that help your website rank higher within the search engines.
    Why is it important?
    Higher rankings = more site traffic = more potential to sell your products or services
  • 13. SEO Demystified
    A few facts and figures:
    • Americans conducted 13.6 BILLION searches in July 2009
    Google - 8.9 Billion
    Yahoo! - 2.6 Billion
    Bing - 1.2 Billion
    • Google dominates with 65% market share, but….
    • 14. Bing is emerging as a search challenger and is the fastest growing
    search engine in the US
  • 15. SEO Demystified
    What are people clicking?
  • 16. SEO Demystified
  • 17. SEO Demystified
  • 18. SEO Demystified
    Enough already…
    How do I get better rankings?
  • 19. SEO Demystified
    The key things you need to understand and do for better rankings
    • Understand the factors
    • 20. Keyword research and selection
    • 21. Knowing where you stand and start with the basics
    • 22. Content Development
    • 23. Link Building
  • SEO Demystified
    Understanding the factors used for rankings
    On Page Factors (35%):
    • Content & Meta Data
    • 24. Friendly URLs
    • 25. Linking Structure
    • 26. Freshness of Content
    • 27. Broken Links & Redirects
    Off Page Factors (65%):
    • Links
    On Page Factors
    Off Page Factors
  • 28. SEO Demystified
    On Page Factors
  • 29. SEO Demystified
    Unique Page Titles
    Text Based Navigation
    HTML H1 Tags
    HTML Text
    On Page Factors
    Off Page Factors
  • 30. SEO Demystified
    Page Title
    Meta Description
    On Page Factors
    Off Page Factors
  • 31. SEO Demystified
    Detecting Duplicate Page Titles & Content
    Use the search engines to help you determine if you have duplicate
    content and page title.
  • 32. SEO Demystified
    Duplicate Page Titles and Meta Descriptions for different pages.
    Technique is also good for finding content that is available via more the one unique URL.
    On Page Factors
  • 33. SEO Demystified
    Know your domain(s)
    • Is your site available on both non-www and www URLs? Regardless of
    what a user types, they should always end up on one or the other via
    a 301 redirect.
    • Do you own multiple domain names? Do these domains serve up the
    same content or redirect? (misspellings, etc.)
  • 34. SEO Demystified
    Know your CMS
    • Make sure you understand how your CMS handles it’s content.
    If your page URLs are based off of the title of the content, what
    happens if you change that title. Does the old URL still server up
    content or does it redirect? It needs to 301 redirect.
    • Does your CMS show friendly URLs, but then use parameter based
    URLs for internal linking? Resulting in a non-301 redirect?
  • 35. SEO Demystified
    Friendly URLs
    Keep your key URL’s free of parameters as much as possible
    Not So Good
  • 36. SEO Demystified
    Friendly URLs
    Keep your site structure as flat as possible
    Ok, but not great
  • 37. SEO Demystified
    Search engines like clear directions to your content
  • 38. SEO Demystified
    Funnel similar links to a single source
    • Don’t point links that say the same
    thing to different pages on your site
    • Identify pages that are similar and consolidate
    if possible
  • 39. SEO Demystified
    Don’t lock away your content in graphics.
    On Page Factors
    Off Page Factors
  • 40. SEO Demystified
    Keep your content fresh & updated
    • The more often content is
    added, tweaked and revised
    the more often the bots will
    visit your site.
    • More frequent visits provide more opportunity
    for improved ranks.
  • 41. SEO Demystified
    Gauging Visit Frequency
    View the cache version of your page/site
  • 42. SEO Demystified
    Shows ~ date of last index of the page/site.
    This date should be within the last 24/36 hours ideally for your home page and key landing pages.
  • 43. SEO Demystified
    Avoid, Detect and Repair ALL broken and redirected links
    • Your site should NOT have any broken links. Use a link checker
    to see how you stand. You might be surprised!
    Web Link Validator detects broken links and on page redirects
    • Make sure your site does not have any redirected links within it.
  • SEO Demystified
    Most site owners don’t realize that something is broken or redirecting, because it usually doesn’t affect the experience of human visitors.
    Check your site for broken or non-301 redirected links at least one per month.
  • 44. SEO Demystified
    Off Page Factors
  • 45. SEO Demystified
    Off Page Factors (65%)
  • 46. SEO Demystified
    Inbound links from credible 3rd party sites are a critical factor in determining your ranking
  • 47. SEO Demystified
    What those links “say” and where they point IS important
  • 48. SEO Demystified
    Which link from a 3rd party website would be better for C2?
    Adobe Training
    When possible, try to suggest link text when getting sites to link to you
  • 49. SEO Demystified
    Link Building
  • 50. SEO Demystified
    Building Good Links
    • Make sure your site is listed with the top paid directories
    • 51.
    • 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)
  • SEO Demystified
    Building Good Links
    • 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.
  • SEO Demystified
  • 64. SEO Demystified
    Link Building Examples: BlendTec /
    29000+ Inbound Links
  • 65. SEO Demystified
    Link Building Examples: Astuteo / Project Estimator
    3500+ Inbound Links
  • 66. SEO Demystified
    Bad, Bad Links…
    • Avoid buying links on blogs. Commercial directories are ok
    • 67. Avoid services like
    • 68. Avoid trading links with non-relevant sites
    • 69. Link farms are bad
  • SEO Demystified
    Keyword Research
  • 70. SEO Demystified
    Types of Keywords
  • 71. SEO Demystified
  • 72. SEO Demystified
    Research and Test Keywords
    • Use a tool such as Google Adwords for keyword ideas and search
    volume “guess-timates”. (
    • 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
    and more accurate search volumes.
    • Determine the page on your site that can support those keywords
  • SEO Demystified
    Additional Paid Keywords Tools
    • Word Tracker (
    • 76. Keyword Spy (
    • 77. (
  • SEO Demystified
    Setting Expectations
  • 78. SEO Demystified
    Search Optimization
    • 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
    • Content Development
    • 82. Evaluation & Monitoring
    • 83. Link Building
  • SEO Demystified
    You can’t rank for a keyword that isn’t supported by content