GET FOUND!<br />An Introduction to <br />Search Engine Optimization<br />Michael Lautman<br />http://contexta.ca<br />
70%<br />50%<br />
Shopping Results<br />
Instant Answers<br />
News Results<br />Instant Answers<br />Real Time Results<br />Local Results<br />Image Results<br />
How Search Engines Work<br />
Domain Authority<br />
PageRank 5<br />PageRank 9<br />
This is a link to another website.<br />This is a <a href=http://yoursite.com>link</a> to another website.<br />Anchor tex...
Without links, the engines might never find this page<br />
PageRank 8<br />PageRank 5<br />traffic+authority<br />traffic only!<br />YOURSITE.COM<br />
BUILDING A WEBSITE<br />
www.pomegranates.com<br />pomegranates.com<br />
Fixing Broken Links & 404s<br />
XML Sitemaps<br />www.sitemaps.org/protocol.php<br />
DESIGN CONSIDERATIONS<br />
USER GENERATED CONTENT<br />Reviews<br />Testimonials<br />
Things to watch out for!<br />Errors in website code<br />Text in images<br />Complicated navigation<br />Unnecessary anim...
Web Design Checklist<br /><ul><li>Logical architecture
No duplicate content (rel=“canonical”)
Redirect broken links
Robots.txt
XML Sitemap
Analytics
Dynamic elements
Fresh content
Modern look
Well written
Can capture information
Tied to social channels</li></li></ul><li>KEYWORD RESEARCH<br />
Know Your Market<br />
Google AdWords Tool<br />https://adwords.google.com/select/KeywordToolExternal<br />
Google Trends<br />
Competitive Keyword Research<br />
Important stuff...<br />
Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters<br />Unnecessary<br />...
Keywords in page name,<br />separated by hyphen<br />Single domain<br />www.nationalgeographic.com/animals/african-elephan...
BAD<br />GOOD<br />fr.pomegranates.com<br />blog.pomegranates.com<br />pomegranates.com/fr/<br />pomegranates.com/blog/<br />
Page Title<br />Image courtesy seomoz.org<br />
Meta Descriptions<br />Image courtesy seomoz.org<br />
Image courtesy seomoz.org<br />
This is a link to another website.<br />This is a <a href=http://yoursite.com>link</a> to another website.<br />Anchor tex...
Click here to download Adobe Acrobat Reader<br />Click here to download Adobe Acrobat Reader<br />
Learn more about our great pomegranate recipes.<br />Learn more about our great pomegranate recipes.<br />
Image Alt Attributes<br />Good keyword usage in the alt tag<br />Image courtesy seomoz.org<br />
Video Transcription<br />
Page Copy<br />
Before you buy yellow pens, you must decide whether you really want to buy yellow pens or not. Because if you do want to b...
Less important stuff...<br />
Meta Keywords Tag<br />Image courtesy seomoz.org<br />
Heading (H1, H2) Tags<br />Image courtesy seomoz.org<br />
Search Engine “Submission”<br />Image courtesy seomoz.org<br />
Important SEO Stuff Cecklist<br /><ul><li>URL
<title>
Meta description
Image alt tags
Video transcription
Link anchor text
Page copy</li></li></ul><li>LINK BUILDING<br />
pomegranates.com<br />pomegranates.com/recipes<br />Internal Links<br />
External Links<br />pomegranates.com<br />somecoolsite.com<br />
Incoming Links<br />pomegranates.com<br />foodsite.com<br />
Reciprocal Links<br />pomegranates.com<br />foodsite.com<br />
Related (non-competing) sites<br />Professional associations<br />Community organizations<br />Partners<br />Suppliers<br />
Shareable Content<br /><object width="640" height="385"><param name="movie" value="http://www.youtube.com/v/zkd5dJIVjgM?fs...
<embed src=http://pomegranate.com/badges/images.jpeg  width: blahblahheight:stuff><br />
Content marketing!<br />
blog<br />videos<br />podcasts<br />ebooks<br />
Link Building Checklist<br /><ul><li>Link to every page on your site
One way incoming links are best
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Get Found! An Introduction to Search Engine Optimization

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Get Found! An Introduction to SEO covers all of the basics of search engine optimization. This includes on-page considerations, site architecture and design, local search, keyword research and link building.

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  • Paid vs. OrganicPaid is fast, but 90% of people still click on natural or organic listings. Organic listings take time. Even if you think you don’t need a site, in a few years you’ll think that you will, and you’ll be behind.
  • Survery of SEO experts. Google keeps the algorithm secret. SEOs are adept at guess and test.
  • All pages start at 0. As small business, 3 is good, 4-5 is great.
  • Survery of SEO experts. Google keeps the algorithm secret. SEOs are adept at guess and test.
  • Trying to rank for buy yellow pens.
  • Manual link building
  • Embedded and shareable content
  • Get Found! An Introduction to Search Engine Optimization

    1. 1. GET FOUND!<br />An Introduction to <br />Search Engine Optimization<br />Michael Lautman<br />http://contexta.ca<br />
    2. 2. 70%<br />50%<br />
    3. 3.
    4. 4.
    5. 5.
    6. 6.
    7. 7.
    8. 8.
    9. 9. Shopping Results<br />
    10. 10. Instant Answers<br />
    11. 11. News Results<br />Instant Answers<br />Real Time Results<br />Local Results<br />Image Results<br />
    12. 12. How Search Engines Work<br />
    13. 13.
    14. 14.
    15. 15.
    16. 16. Domain Authority<br />
    17. 17.
    18. 18.
    19. 19. PageRank 5<br />PageRank 9<br />
    20. 20. This is a link to another website.<br />This is a <a href=http://yoursite.com>link</a> to another website.<br />Anchor text<br />
    21. 21.
    22. 22. Without links, the engines might never find this page<br />
    23. 23. PageRank 8<br />PageRank 5<br />traffic+authority<br />traffic only!<br />YOURSITE.COM<br />
    24. 24.
    25. 25. BUILDING A WEBSITE<br />
    26. 26.
    27. 27.
    28. 28.
    29. 29. www.pomegranates.com<br />pomegranates.com<br />
    30. 30. Fixing Broken Links & 404s<br />
    31. 31. XML Sitemaps<br />www.sitemaps.org/protocol.php<br />
    32. 32.
    33. 33. DESIGN CONSIDERATIONS<br />
    34. 34.
    35. 35.
    36. 36.
    37. 37. USER GENERATED CONTENT<br />Reviews<br />Testimonials<br />
    38. 38. Things to watch out for!<br />Errors in website code<br />Text in images<br />Complicated navigation<br />Unnecessary animations + flash<br />
    39. 39. Web Design Checklist<br /><ul><li>Logical architecture
    40. 40. No duplicate content (rel=“canonical”)
    41. 41. Redirect broken links
    42. 42. Robots.txt
    43. 43. XML Sitemap
    44. 44. Analytics
    45. 45. Dynamic elements
    46. 46. Fresh content
    47. 47. Modern look
    48. 48. Well written
    49. 49. Can capture information
    50. 50. Tied to social channels</li></li></ul><li>KEYWORD RESEARCH<br />
    51. 51. Know Your Market<br />
    52. 52.
    53. 53.
    54. 54. Google AdWords Tool<br />https://adwords.google.com/select/KeywordToolExternal<br />
    55. 55. Google Trends<br />
    56. 56. Competitive Keyword Research<br />
    57. 57.
    58. 58. Important stuff...<br />
    59. 59. Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters<br />Unnecessary<br />Subdomain<br />Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8<br />No keywords in the URL string<br />
    60. 60. Keywords in page name,<br />separated by hyphen<br />Single domain<br />www.nationalgeographic.com/animals/african-elephants<br />Shallow folder structurewith relevant words<br />
    61. 61. BAD<br />GOOD<br />fr.pomegranates.com<br />blog.pomegranates.com<br />pomegranates.com/fr/<br />pomegranates.com/blog/<br />
    62. 62. Page Title<br />Image courtesy seomoz.org<br />
    63. 63. Meta Descriptions<br />Image courtesy seomoz.org<br />
    64. 64. Image courtesy seomoz.org<br />
    65. 65. This is a link to another website.<br />This is a <a href=http://yoursite.com>link</a> to another website.<br />Anchor text<br />
    66. 66.
    67. 67. Click here to download Adobe Acrobat Reader<br />Click here to download Adobe Acrobat Reader<br />
    68. 68. Learn more about our great pomegranate recipes.<br />Learn more about our great pomegranate recipes.<br />
    69. 69. Image Alt Attributes<br />Good keyword usage in the alt tag<br />Image courtesy seomoz.org<br />
    70. 70. Video Transcription<br />
    71. 71. Page Copy<br />
    72. 72. Before you buy yellow pens, you must decide whether you really want to buy yellow pens or not. Because if you do want to buy yellow pens, you must go ahead and buy yellow pens. If you don't want to buy yellow pens, then just don't buy yellow pens and go for another type of pen instead.<br />
    73. 73. Less important stuff...<br />
    74. 74. Meta Keywords Tag<br />Image courtesy seomoz.org<br />
    75. 75. Heading (H1, H2) Tags<br />Image courtesy seomoz.org<br />
    76. 76. Search Engine “Submission”<br />Image courtesy seomoz.org<br />
    77. 77. Important SEO Stuff Cecklist<br /><ul><li>URL
    78. 78. <title>
    79. 79. Meta description
    80. 80. Image alt tags
    81. 81. Video transcription
    82. 82. Link anchor text
    83. 83. Page copy</li></li></ul><li>LINK BUILDING<br />
    84. 84. pomegranates.com<br />pomegranates.com/recipes<br />Internal Links<br />
    85. 85. External Links<br />pomegranates.com<br />somecoolsite.com<br />
    86. 86. Incoming Links<br />pomegranates.com<br />foodsite.com<br />
    87. 87. Reciprocal Links<br />pomegranates.com<br />foodsite.com<br />
    88. 88. Related (non-competing) sites<br />Professional associations<br />Community organizations<br />Partners<br />Suppliers<br />
    89. 89. Shareable Content<br /><object width="640" height="385"><param name="movie" value="http://www.youtube.com/v/zkd5dJIVjgM?fs=1&amp;hl=en_US"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/zkd5dJIVjgM?fs=1&amp;hl=en_US" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object><br />
    90. 90. <embed src=http://pomegranate.com/badges/images.jpeg width: blahblahheight:stuff><br />
    91. 91.
    92. 92. Content marketing!<br />
    93. 93.
    94. 94. blog<br />videos<br />podcasts<br />ebooks<br />
    95. 95. Link Building Checklist<br /><ul><li>Link to every page on your site
    96. 96. One way incoming links are best
    97. 97. Control the anchor text
    98. 98. Look for links from sites with high PageRank
    99. 99. Get links from reputable sources
    100. 100. Use personal connections to get links
    101. 101. CREATE CONTENT!</li></li></ul><li>LOCAL SEARCH<br />
    102. 102. AAAA11111 Plumbing<br />montreal-plumbing.com<br />
    103. 103.
    104. 104. Address and telephone number in TEXT on every page<br />Use location name in relevant tags and page copy<br />
    105. 105.
    106. 106.
    107. 107. Things to watch out for...<br />
    108. 108.
    109. 109.
    110. 110.
    111. 111. Useful tools...<br />
    112. 112. Web Browser Tools<br />Google Chrome<br />Web Developer Toolbar<br />SEO Site Tools<br />Mozilla Firefox<br />Google Toolbar<br />Web Developer Toolbar<br />http://contexta.ca/browser-seo-extensions<br />
    113. 113. Some Free SEO Tools<br />Ranking Tracker <br />serptracker.org<br />Page Checking and Research<br />seomoz.org/tools<br />
    114. 114. Learn About SEO<br />contexta.ca<br />seomoz.org<br />searchenginejournal.com<br />searchenginewatch.com<br />
    115. 115. Michael Lautman, Ph.D.<br />Web design/Search Engine Optimization/Social Media <br />contexta.ca<br />michael@contexta.ca<br />514.436.0672<br />
    116. 116. This work is licensed under the Creative Commons Attribution-NonCommercial 3.0 Unported License. <br />To view a copy of this license, visit http://creativecommons.org/licenses/by-nc/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.<br />
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