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

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



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



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

    • Search Optimization – Demystified
    • 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
      • Started in late 2006 as an experiment within Lightburn to sharpen our skills in
      ecommerce, search marketing and search optimization
      • Multi-million dollar business
    • SEO Demystified - Introduction
      • What is SEO? Why is it so darn important anyways?
      • Getting Started with SEO
      • Improving your SERP (Search Engine Results Page) Rankings
      • Factors
      • Tactics
      • Tools
      • Examples
      • Setting Expectations and Measuring Your Results
    • SEO Demystified
      What is SEO?
      Why is it important?
    • 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
    • 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….
      • Bing is emerging as a search challenger and is the fastest growing
      search engine in the US
    • SEO Demystified
      What are people clicking?
    • SEO Demystified
    • SEO Demystified
    • SEO Demystified
      Enough already…
      How do I get better rankings?
    • SEO Demystified
      The key things you need to understand and do for better rankings
      • Understand the factors
      • Keyword research and selection
      • Knowing where you stand and start with the basics
      • Content Development
      • Link Building
    • SEO Demystified
      Understanding the factors used for rankings
      On Page Factors (35%):
      • Content & Meta Data
      • Friendly URLs
      • Linking Structure
      • Freshness of Content
      • Broken Links & Redirects
      Off Page Factors (65%):
      • Links
      On Page Factors
      Off Page Factors
    • SEO Demystified
      On Page Factors
    • SEO Demystified
      Unique Page Titles
      Text Based Navigation
      HTML H1 Tags
      HTML Text
      On Page Factors
      Off Page Factors
    • SEO Demystified
      Page Title
      Meta Description
      On Page Factors
      Off Page Factors
    • SEO Demystified
      Detecting Duplicate Page Titles & Content
      Use the search engines to help you determine if you have duplicate
      content and page title.
    • 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
    • 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.)
    • 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?
    • SEO Demystified
      Friendly URLs
      Keep your key URL’s free of parameters as much as possible
      Not So Good www.coopersafety.com/category/page.aspx?topic=hard%hats
    • SEO Demystified
      Friendly URLs
      Keep your site structure as flat as possible
      Ok, but not great
    • SEO Demystified
      Search engines like clear directions to your content
    • 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
    • SEO Demystified
      Don’t lock away your content in graphics.
      On Page Factors
      Off Page Factors
    • 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.
    • SEO Demystified
      Gauging Visit Frequency
      View the cache version of your page/site
    • 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.
    • 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.
    • SEO Demystified
      Off Page Factors
    • SEO Demystified
      Off Page Factors (65%)
    • SEO Demystified
      Inbound links from credible 3rd party sites are a critical factor in determining your ranking
    • SEO Demystified
      What those links “say” and where they point IS important
    • 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
    • SEO Demystified
      Link Building
    • SEO Demystified
      Building Good Links
      • Make sure your site is listed with the top paid directories
      • Business.com
      • BBB
      • Yahoo! Directory
      • Vendors and Business Partner Websites
      • Press Releases
      • Answers, Forums, Blogs (Yahoo! Answers, Linked In)
      • Associations & Community Sites (i.e. Third Ward Association)
    • SEO Demystified
      Building Good Links
      • Develop unique, useful and compelling content
      • Calculators
      • Tools
      • Humor
      • Sponsor events and charitable organization and ask for links!
      • Focus on one-way links. It’s ok to be selfish in this case
      • Understand where your competition is getting it’s links.
    • SEO Demystified
    • SEO Demystified
      Link Building Examples: BlendTec / WillItBlend.com
      29000+ Inbound Links
    • SEO Demystified
      Link Building Examples: Astuteo / Project Estimator
      3500+ Inbound Links
    • SEO Demystified
      Bad, Bad Links…
      • Avoid buying links on blogs. Commercial directories are ok
      • Avoid services like www.Text-Link-Ads.com
      • Avoid trading links with non-relevant sites
      • Link farms are bad
    • SEO Demystified
      Keyword Research
    • SEO Demystified
      Types of Keywords
    • SEO Demystified
    • SEO Demystified
      Research and Test Keywords
      • Use a tool such as Google Adwords for keyword ideas and search
      volume “guess-timates”. (www.google.com/adwords)
      • The highest volume keywords are NOT always the best.
      • Low conversion rate (window shoppers)
      • Highly competitive
      • 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 (www.wordtracker.com)
      • Keyword Spy (www.keywordspy.com)
      • Compete.com (www.compete.com)
    • SEO Demystified
      Setting Expectations
    • SEO Demystified
      Search Optimization
      • Search optimization is a never-ending process.
      • Link building takes time. Lots of time.
      • Don’t expect #1 rankings for highly competitive keywords overnight.
      • Plan on investing a minimum of 4-5 hours a week on search
      • Content Development
      • Evaluation & Monitoring
      • Link Building
    • SEO Demystified
      You can’t rank for a keyword that isn’t supported by content