Get Found! An Introduction to Search Engine Optimization
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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 ...

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 Get Found! An Introduction to Search Engine Optimization Presentation Transcript

  • GET FOUND!
    An Introduction to
    Search Engine Optimization
    Michael Lautman
    http://contexta.ca
  • 70%
    50%
  • Shopping Results
  • Instant Answers
  • News Results
    Instant Answers
    Real Time Results
    Local Results
    Image Results
  • How Search Engines Work
  • Domain Authority
  • PageRank 5
    PageRank 9
  • This is a link to another website.
    This is a <a href=http://yoursite.com>link</a> to another website.
    Anchor text
  • Without links, the engines might never find this page
  • PageRank 8
    PageRank 5
    traffic+authority
    traffic only!
    YOURSITE.COM
  • BUILDING A WEBSITE
  • www.pomegranates.com
    pomegranates.com
  • Fixing Broken Links & 404s
  • XML Sitemaps
    www.sitemaps.org/protocol.php
  • DESIGN CONSIDERATIONS
  • USER GENERATED CONTENT
    Reviews
    Testimonials
  • Things to watch out for!
    Errors in website code
    Text in images
    Complicated navigation
    Unnecessary animations + flash
  • Web Design Checklist
    • 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
  • KEYWORD RESEARCH
  • Know Your Market
  • Google AdWords Tool
    https://adwords.google.com/select/KeywordToolExternal
  • Google Trends
  • Competitive Keyword Research
  • Important stuff...
  • Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters
    Unnecessary
    Subdomain
    Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
    No keywords in the URL string
  • Keywords in page name,
    separated by hyphen
    Single domain
    www.nationalgeographic.com/animals/african-elephants
    Shallow folder structurewith relevant words
  • BAD
    GOOD
    fr.pomegranates.com
    blog.pomegranates.com
    pomegranates.com/fr/
    pomegranates.com/blog/
  • Page Title
    Image courtesy seomoz.org
  • Meta Descriptions
    Image courtesy seomoz.org
  • Image courtesy seomoz.org
  • This is a link to another website.
    This is a <a href=http://yoursite.com>link</a> to another website.
    Anchor text
  • Click here to download Adobe Acrobat Reader
    Click here to download Adobe Acrobat Reader
  • Learn more about our great pomegranate recipes.
    Learn more about our great pomegranate recipes.
  • Image Alt Attributes
    Good keyword usage in the alt tag
    Image courtesy seomoz.org
  • Video Transcription
  • Page Copy
  • 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.
  • Less important stuff...
  • Meta Keywords Tag
    Image courtesy seomoz.org
  • Heading (H1, H2) Tags
    Image courtesy seomoz.org
  • Search Engine “Submission”
    Image courtesy seomoz.org
  • Important SEO Stuff Cecklist
    • URL
    • <title>
    • Meta description
    • Image alt tags
    • Video transcription
    • Link anchor text
    • Page copy
  • LINK BUILDING
  • pomegranates.com
    pomegranates.com/recipes
    Internal Links
  • External Links
    pomegranates.com
    somecoolsite.com
  • Incoming Links
    pomegranates.com
    foodsite.com
  • Reciprocal Links
    pomegranates.com
    foodsite.com
  • Related (non-competing) sites
    Professional associations
    Community organizations
    Partners
    Suppliers
  • Shareable Content
    <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>
  • <embed src=http://pomegranate.com/badges/images.jpeg width: blahblahheight:stuff>
  • Content marketing!
  • blog
    videos
    podcasts
    ebooks
  • Link Building Checklist
    • Link to every page on your site
    • One way incoming links are best
    • Control the anchor text
    • Look for links from sites with high PageRank
    • Get links from reputable sources
    • Use personal connections to get links
    • CREATE CONTENT!
  • LOCAL SEARCH
  • AAAA11111 Plumbing
    montreal-plumbing.com
  • Address and telephone number in TEXT on every page
    Use location name in relevant tags and page copy
  • Things to watch out for...
  • Useful tools...
  • Web Browser Tools
    Google Chrome
    Web Developer Toolbar
    SEO Site Tools
    Mozilla Firefox
    Google Toolbar
    Web Developer Toolbar
    http://contexta.ca/browser-seo-extensions
  • Some Free SEO Tools
    Ranking Tracker
    serptracker.org
    Page Checking and Research
    seomoz.org/tools
  • Learn About SEO
    contexta.ca
    seomoz.org
    searchenginejournal.com
    searchenginewatch.com
  • Michael Lautman, Ph.D.
    Web design/Search Engine Optimization/Social Media
    contexta.ca
    michael@contexta.ca
    514.436.0672
  • This work is licensed under the Creative Commons Attribution-NonCommercial 3.0 Unported License.
    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.