Search Engine Optimization

Slide 1: Search Engine Optimization Giovanny Gutierrez

Slide 2: Search Engine Optimization Introduction

Slide 3: Search Engine Optimization Target Audience • Webmasters • Art directors • Business owners • Programmers • Marketing & sales professionals • Teachers & students

Slide 4: Search Engine Optimization Breakdown Before you build Building better Web pages Page design workarounds After your site is built What not to do

Slide 5: Search Engine Optimization “If you’re out of site, you’re out of mind.”

Slide 6: Search Engine Optimization Before You Build

Slide 7: Search Engine Optimization • Why search engine visibility is important • Understanding the search services • Search engines • Web directories • Research your competitors • Alexa.com • Statsaholic.com

Slide 8: Search Engine Optimization “It takes how long?” • Train your boss, clients, etc... • Patience is success • Trial and error • Learning curve • Research

Slide 9: Search Engine Optimization Search Linking Rings Keywords Keywords (No Control) (Control!) Searches Search Engines Web Pages

Slide 10: Search Engine Optimization Building Better Web Pages

Slide 11: Search Engine Optimization “If you build it, they will come.”

Slide 12: Search Engine Optimization Text Component • Text must be visible, copy & paste • Headings • Body Copy

Slide 13: 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

Slide 14: Search Engine Optimization Text Component • Body text • Calls to action • Headings • Stop words • Alternative text • File names • Keyword density • Foreign languages

Slide 15: 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

Slide 16: Search Engine Optimization Popularity Component • Link popularity • Industry specific sites • Local search engines • Professional associations • Education institutions • Web rings • Click-thru popularity • Sponsored Links

Slide 17: Search Engine Optimization “No Search Engine is an Island.”

Slide 18: Search Engine Optimization

Slide 19: Search Engine Optimization

Slide 20: 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

Slide 21: Search Engine Optimization Page Design Workarounds

Slide 22: Search Engine Optimization • External Javascript • DOM scripting • CSS • Frames • <noscript> & <noframes> tag • Splash pages • Flash sites • siFR • Dynamic Web pages & session IDs

Slide 23: Search Engine Optimization After Your Site Is Built

Slide 25: Search Engine Optimization “Become an active web user, not a passive user.”

Slide 26: Search Engine Optimization Popularity Component • Selecting best category • Suggesting a new category • Writing effective title & description • Multiple listings • Paid submissions

Slide 27: Search Engine Optimization Submission Checklist • Broken links? • Contact info? • Validated? • Privacy & return policy & guarantee? • Current copyright notice? • Unnecessary plug-ins? • Site map & robots.txt?

Slide 28: Search Engine Optimization Submission Checklist • Optimized graphics? • Spell checked content? • Unnecessary capitalization? • Add tracking? • Narrow & regional keywords? • Unique titles? • External Javascript & CSS?

Slide 29: 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

Slide 30: Search Engine Optimization What NOT To Do

Slide 31: 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

Slide 32: Thank You www.SERankr.com