Getting Started
with SEO.
Part of SEO Fundamentals.

Stanley Sarpong & Olju Man
Punchlime Webinar.
Updated December 2013
First, some facts.
● Organic search results:

> 80% end users clicks
< 20% for sponsored ads (PPC)
● On Google SERPs:

#1 ...
Boring Headline for Google.

Source: The New York Times, 2006
Often heard.
“We have no budget to compete
with the big guys.”
“I’m not getting enough sales.”
“How can I improve my ranki...
Contents.
1. Scope
2. Prerequisites: Data Infrastructure
3. On-page optimization
4. Off-page linking
5. Resources
1. Scope.
SEO Pyramid.

Focus today

Source: Fundamentals of Great SEO, Rand Fishkin
Ideal for people.
● Starting out with SEO
● Basic understanding of HTML
● Have content below 50 pages
● Hope to rank for a...
Objectives.
● Quick wins to boost your sales and
increase your visibility
● Framework for good SEO infrastructure
● Action...
2. Prerequisites.
Verify site ownership.
Why verify? http://goo.
gl/sa1ddW

Source: Google Webmaster Tools
Webmaster Tools:
Fetch as Googlebot.
Fetch then
submit to index
Set up analytics.

Start measuring data
even when you're not
ready to use it.
3. On-page optimization.
Every page should include.
● Unique title
● Unique meta description
● Descriptive anchor text for every link
● URL structu...
3.1 Title.
Title: Example.

<title>The New York Times - Breaking
News, World News & Multimedia</title>
Title.
● Displays in organic search results.
● General recommendations:
○ Add relevant keyword(s)
○ Should be unique
○ Cus...
3.2 Meta description.
Meta description: Example.

<meta name="description" content="Find
breaking news, multimedia, reviews & opinion
on Washing...
Meta description: Example 2.

<meta name="description" content="Monta is
soccer legend Edgar Davids’ fashion label,
offeri...
Meta description.
● Why should you use meta description?
○ Helps Google to understand what your
website is about and helps...
3.3 Anchor text.
Anchor text: Room for
improvement.

For more information on our
product specifications, click here.
Anchor text: Good example.

For more information, please read
our product specifications.
Anchor text: Example.

<a href="http://www.example.com/">Anchor
text</a>
3.4 URL Structure.
URL Structure.
● Create a site structure with clear hierarchy and
links
● Use descriptive URLs (words & hyphens)
● Use mai...
URL Structure: Sitelinks.

More info on sitelinks: http://goo.gl/bJufAV
3.5 Content.
Produce original content.
● Use relevant keywords naturally in
your text.
● Include terms people would use to find
your se...
Keyword research.
● Create list of keywords that you want
to be ranked for and create content
● Research search terms thro...
Search Demand Curve.

Source: Fundamentals of Great SEO, Rand Fishkin
Keyword example: Monta.
3.6 Images.
Images.
● Add an image alt tage to your photos
to be found on Google Images
● Place ‘commercial’ keywords first
● For inst...
4. Off-page linking.
External link building.
● Gain authentic links
● Get involved
○ Prioritize finding a potential community on
existing forum...
Social media marketing.
You likely have limited resources.
● Think holistically: Create an identity on key sites,
particip...
5. Resources.
Tools.
● Google PageRank checker: Check your
PageRank
● Open Site Explorer: Explore backlinks and
anchor text
● PageSpeed ...
Webmaster and SEO resources.

Visit Webmaster Tools:
www.google.com/webmasters
Engage with SEO Community
www.moz.com
Thank you.
If you want to get in
touch, reach out to
olju@punchlime.com
stanley@punchlime.com
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SEO Fundamentals: Getting Started with SEO - Punchlime Hangout on Air - December 4th, 2013

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Punchlime General Partners Stanley Sarpong and Olju Man discuss SEO basics to help you get on the right track for Search, and provide you with basic SEO optimization techniques and useful pointers for more information. This Hangout on Air was streamed live and recorded on December 4th, 2013.

Watch the YouTube video here: https://www.youtube.com/watch?v=gfe6cg_GW-k

Time codes & presentation structure:
05:05 Contents
05:15 Scope
09:02 Prerequisites
14:20 On-page optimization
40:18 Off-page linking
49:14 Resources

Punchlime holds live webinar training sessions each first Wednesday of the month. To keep up to date, add Punchlime to your Google+ circles: https://google.com/+Punchlime

Punchlime believes that one of the biggest reasons why startups fail is a lack of customers. Our innovative business model helps ensure the success of our portfolio companies and the ROI of our portfolio companies' investment partners by strengthening in-house capabilities.

Punchlime's approach is to devote our top tier team, comprised of senior former Googlers, experienced entrepreneurs, business strategists and venture investors, to enable our portfolio companies to boost customer acquisition and all that it entails.

Like Punchlime on Facebook: https://www.facebook.com/punchlime
Follow Punchlime on Twitter: http://www.twitter.com/punchlime
Subscribe to our YouTube channel: http://www.youtube.com/user/punchlime1
Visit our website: http://www.punchlime.com

About Olju Man: http://www.punchlime.com/team/olju-man
About Stanley Sarpong: http://www.punchlime.com/team/stanley-sarpong

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SEO Fundamentals: Getting Started with SEO - Punchlime Hangout on Air - December 4th, 2013

  1. 1. Getting Started with SEO. Part of SEO Fundamentals. Stanley Sarpong & Olju Man Punchlime Webinar. Updated December 2013
  2. 2. First, some facts. ● Organic search results: > 80% end users clicks < 20% for sponsored ads (PPC) ● On Google SERPs: #1 gets 3.0x > clicks than #2 #2 gets 1.5x > clicks than #3 Source: Search Engine Journal & ComScore
  3. 3. Boring Headline for Google. Source: The New York Times, 2006
  4. 4. Often heard. “We have no budget to compete with the big guys.” “I’m not getting enough sales.” “How can I improve my ranking?” “People can’t find us.”
  5. 5. Contents. 1. Scope 2. Prerequisites: Data Infrastructure 3. On-page optimization 4. Off-page linking 5. Resources
  6. 6. 1. Scope.
  7. 7. SEO Pyramid. Focus today Source: Fundamentals of Great SEO, Rand Fishkin
  8. 8. Ideal for people. ● Starting out with SEO ● Basic understanding of HTML ● Have content below 50 pages ● Hope to rank for a handful of related terms and need SEO infrastructure
  9. 9. Objectives. ● Quick wins to boost your sales and increase your visibility ● Framework for good SEO infrastructure ● Actionable tips to get started with basic SEO building
  10. 10. 2. Prerequisites.
  11. 11. Verify site ownership. Why verify? http://goo. gl/sa1ddW Source: Google Webmaster Tools
  12. 12. Webmaster Tools: Fetch as Googlebot. Fetch then submit to index
  13. 13. Set up analytics. Start measuring data even when you're not ready to use it.
  14. 14. 3. On-page optimization.
  15. 15. Every page should include. ● Unique title ● Unique meta description ● Descriptive anchor text for every link ● URL structure ● Unique content ● Image tags (if any images)
  16. 16. 3.1 Title.
  17. 17. Title: Example. <title>The New York Times - Breaking News, World News & Multimedia</title>
  18. 18. Title. ● Displays in organic search results. ● General recommendations: ○ Add relevant keyword(s) ○ Should be unique ○ Customize each title per landing page
  19. 19. 3.2 Meta description.
  20. 20. Meta description: Example. <meta name="description" content="Find breaking news, multimedia, reviews & opinion on Washington, business, sports, movies, travel, books, jobs, education, real estate, cars & more.">
  21. 21. Meta description: Example 2. <meta name="description" content="Monta is soccer legend Edgar Davids’ fashion label, offering inspirational urban styles for men, women and children around the world.">
  22. 22. Meta description. ● Why should you use meta description? ○ Helps Google to understand what your website is about and helps you with ranking ○ Helps your CTR on organic search ● Recommendations: ○ Use keywords intelligently ○ Write compelling description ○ Keep between 150-160 characters
  23. 23. 3.3 Anchor text.
  24. 24. Anchor text: Room for improvement. For more information on our product specifications, click here.
  25. 25. Anchor text: Good example. For more information, please read our product specifications.
  26. 26. Anchor text: Example. <a href="http://www.example.com/">Anchor text</a>
  27. 27. 3.4 URL Structure.
  28. 28. URL Structure. ● Create a site structure with clear hierarchy and links ● Use descriptive URLs (words & hyphens) ● Use main and sub categories, for example: ○ http://montasoccer.com/shop/ ○ http://montasoccer.com/shop/monta-sports/ ○ http://montasoccer.com/shop/montasports/t-shirts
  29. 29. URL Structure: Sitelinks. More info on sitelinks: http://goo.gl/bJufAV
  30. 30. 3.5 Content.
  31. 31. Produce original content. ● Use relevant keywords naturally in your text. ● Include terms people would use to find your service/product (e.g., "street soccer shoes," not "athletic footwear")
  32. 32. Keyword research. ● Create list of keywords that you want to be ranked for and create content ● Research search terms through Google Adwords keywords tool ● Consider short tail and long tail keyword strategies
  33. 33. Search Demand Curve. Source: Fundamentals of Great SEO, Rand Fishkin
  34. 34. Keyword example: Monta.
  35. 35. 3.6 Images.
  36. 36. Images. ● Add an image alt tage to your photos to be found on Google Images ● Place ‘commercial’ keywords first ● For instance: soccer shoes monta <img alt="soccer shoes monta">
  37. 37. 4. Off-page linking.
  38. 38. External link building. ● Gain authentic links ● Get involved ○ Prioritize finding a potential community on existing forums, blogs, or social media sites. ○ Look for and reach out to the right target group to do guest blogging. To rank well, provide an awesome service or product, then attract buzz: links, +1s, likes, comments, shares, followers, retweets...
  39. 39. Social media marketing. You likely have limited resources. ● Think holistically: Create an identity on key sites, participate, connect with users ● Focus your energy where your audience hangs out ● Leverage your authentic strengths ○ CEO likes to tweet ○ Salesperson enjoys Facebook ○ Developer already on Google+
  40. 40. 5. Resources.
  41. 41. Tools. ● Google PageRank checker: Check your PageRank ● Open Site Explorer: Explore backlinks and anchor text ● PageSpeed tools: Improve your website speed
  42. 42. Webmaster and SEO resources. Visit Webmaster Tools: www.google.com/webmasters Engage with SEO Community www.moz.com
  43. 43. Thank you. If you want to get in touch, reach out to olju@punchlime.com stanley@punchlime.com
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