Search
Engine
Optimization
Giovanny Gutierrez

Search Engine Optimization
Introduction

Search Engine Optimization
Target Audience
• Webmasters
• Art directors
• Business owners
• Programmers
• Marketing & sales professionals
• Teachers & students

Search Engine Optimization
Breakdown
Before you build
Building better Web pages
Page design workarounds
After your site is built
What not to do

Search Engine Optimization
“If you’re out of site,
you’re out of mind.”

Search Engine Optimization
Before
You Build

Search Engine Optimization
• Why search engine visibility is
important
• Understanding the search services
• Search engines
• Web directories
• Research your competitors
• Alexa.com
• Statsaholic.com

Search Engine Optimization
“It takes how long?”
• Train your boss, clients, etc...
• Patience is success
• Trial and error
• Learning curve
• Research

Search Engine Optimization
Search Linking Rings
Keywords Keywords
(No Control) (Control!)
Searches Search Engines Web Pages

Search Engine Optimization
Building
Better
Web Pages

Search Engine Optimization
“If you build it,
they will come.”

Search Engine Optimization
Text Component
• Text must be visible, copy & paste
• Headings
• Body Copy

Search Engine Optimization
Text Component
• Keyword placement
• Title tag (5-10 words)
• Meta tags
• Meta revisit
• Meta robot
• Broad keywords - use phrases
• Geo-targeted keywords

Search Engine Optimization
Text Component
• Body text
• Calls to action
• Headings
• Stop words
• Alternative text
• File names
• Keyword density
• Foreign languages

Search Engine Optimization
Link Component
• Hypertext links
• Absolute vs. relative links
• Javascript
• Image maps
• Drop-down & pull-down menus
• Dynamic generated URLs
• Meta tag robots & robots.txt file
• Sitemap

Search Engine Optimization
Popularity Component
• Link popularity
• Industry specific sites
• Local search engines
• Professional associations
• Education institutions
• Web rings
• Click-thru popularity
• Sponsored Links

Search Engine Optimization
“No Search
Engine is an
Island.”

Search Engine Optimization

Search Engine Optimization

Search Engine Optimization
Tools of the Trade
• Toolbars (Yahoo, MSN, Google)
• Google Adwords/Suggests
• Overture keyword selector
• Word tracker
• Visual thesaurus
• Marketleap.com
• Web searches and who is
• SERankr.com

Search Engine Optimization
Page Design
Workarounds

Search Engine Optimization
• External Javascript
• DOM scripting
• CSS
• Frames
• <noscript> & <noframes> tag
• Splash pages
• Flash sites
• siFR
• Dynamic Web pages & session IDs

Search Engine Optimization
After Your
Site Is Built

Search Engine Optimization
“Become an
active web user,
not a passive
user.”

Search Engine Optimization
Popularity Component
• Selecting best category
• Suggesting a new category
• Writing effective title & description
• Multiple listings
• Paid submissions

Search Engine Optimization
Submission Checklist
• Broken links?
• Contact info?
• Validated?
• Privacy & return policy & guarantee?
• Current copyright notice?
• Unnecessary plug-ins?
• Site map & robots.txt?

Search Engine Optimization
Submission Checklist
• Optimized graphics?
• Spell checked content?
• Unnecessary capitalization?
• Add tracking?
• Narrow & regional keywords?
• Unique titles?
• External Javascript & CSS?

Search Engine Optimization
Submission Checklist
• Monitoring your site
• Top referring URLs
• Top search phrases
• Top entry pages
• Top paths’ through site
• Google analytics & webmaster tools
• Heat map
• Ex: Crazyegg.com

Search Engine Optimization
What NOT
To Do

Search Engine Optimization
• Spamdexing
• Unrelated keywords (Britney, sex)
• Keyword stacking & stuffing
• Hidden text, tiny text & hidden links
• Link farms/Web rings
• Page swapping, jacking & redirects
• Typo spam

Thank You
www.SERankr.com