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Search Engine Optimization Russell Jones, CTO, 08-21-2008
Search Engine Optimization Introduction to Search Engines Glossary <ul><li>SERP(s):  Search Engine Results Page(s)‏ </li><...
Search Engine Optimization Introduction to Search Engines Basic concepts <ul><li>Why are they important? </li></ul><ul><ul...
Search Engine Optimization Introduction to Search Engines Basic concepts <ul><ul><li>How do they work </li></ul></ul><ul><...
Search Engine Optimization Introduction to Search Engines Basic concepts Organic vs. Paid Search:  The Difference between ...
Search Engine Optimization Introduction to Search Engines Basic concepts Organic vs. Paid Search:  The Difference between ...
Search Engine Optimization Introduction to Search Engines Basic concepts Organic vs. Paid Search:  The Difference between ...
Introduction to Search Engine Optimization <ul><li>Basic Concepts of On-Site Optimization: Writing for SEO </li></ul><ul><...
Introduction to Search Engine Optimization <ul><li>Basic Concepts of On-Site Optimization: Relevant Page Tags </li></ul><u...
Introduction to Search Engine Optimization Search Engine Optimization
Introduction to Search Engine Optimization Basic Concepts of On-Site Optimization: Keyword Discovery 1. Popularity vs. Com...
Introduction to Search Engine Optimization <ul><li>Basic Concepts of Off-Site Optimization: What is PageRank </li></ul><ul...
Introduction to Search Engine Optimization <ul><li>Basic Concepts of Off-Site Optimization: What is TrustRank </li></ul><u...
Introduction to Search Engine Optimization <ul><li>Basic Concepts of On-Site Optimization: What PageRank is Not </li></ul>...
Introduction to Search Engine Optimization <ul><li>Basic Concepts of Off-Site Optimization: Qualities of Good links </li><...
Introduction to Search Engine Optimization <ul><li>Basic Concepts of Off-Site Optimization: Simple Link Building Technique...
Advanced Topics <ul><li>Advanced Topics:  Canonicalization </li></ul><ul><li>What is URL Canonicalization? </li></ul><ul><...
Advanced Topics <ul><li>Advanced Topics:  PageRank Flow </li></ul><ul><li>What is PageRank Flow? </li></ul><ul><ul><li>Int...
Search Engine Optimization Advanced Topics <ul><li>Advanced Topics:  Keyword Discovery </li></ul><ul><li>What is Advanced ...
Search Engine Optimization Advanced Topics <ul><li>Advanced Topics:  Social Media Marketing </li></ul><ul><li>What is Soci...
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Search Engine Optimization Basic

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Introduction to Search Engine Optimization

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  1. 1. Search Engine Optimization Russell Jones, CTO, 08-21-2008
  2. 2. Search Engine Optimization Introduction to Search Engines Glossary <ul><li>SERP(s): Search Engine Results Page(s)‏ </li></ul><ul><li>Anchor Text: the highlighted text in a link </li></ul><ul><li>CPC / PPC / Paid Search: Purchased Advertising on SERPs </li></ul><ul><li>Organic / Natural: Non Paid Search Results </li></ul><ul><li>DC(s): Datacenters; ie: Google’s has several datacenters which deliver results, which can cause the appearance of inconsistent, constantly changing rankings. </li></ul><ul><li>SEO: Search Engine Optimization </li></ul><ul><li>SEM: Search Engine Marketing: SEO, PPC, et al. </li></ul><ul><li>Index : The corpus of documents (web pages) in a search engine's database </li></ul>
  3. 3. Search Engine Optimization Introduction to Search Engines Basic concepts <ul><li>Why are they important? </li></ul><ul><ul><li>Everything begins with a search. </li></ul></ul><ul><ul><li>Right time, right place, right mindset </li></ul></ul><ul><ul><li>Case in Point – top searched keywords on Google? Yahoo and Google! </li></ul></ul>
  4. 4. Search Engine Optimization Introduction to Search Engines Basic concepts <ul><ul><li>How do they work </li></ul></ul><ul><ul><li>“ Bots” : Googlebot, Slurp, etc. </li></ul></ul><ul><ul><li>Primitive Search Engines: britney spears brittney spers brtney speers </li></ul></ul><ul><ul><li>Modern Search Engines </li></ul></ul><ul><ul><ul><li>“ Democracy Engines” </li></ul></ul></ul><ul><ul><ul><li>Relevance: Off-Site and On-Site Factors </li></ul></ul></ul><ul><ul><ul><li>Importance: PageRank and Off-Site Factors </li></ul></ul></ul>
  5. 5. Search Engine Optimization Introduction to Search Engines Basic concepts Organic vs. Paid Search: The Difference between Owning and Renting
  6. 6. Search Engine Optimization Introduction to Search Engines Basic concepts Organic vs. Paid Search: The Difference between Owning and Renting
  7. 7. Search Engine Optimization Introduction to Search Engines Basic concepts Organic vs. Paid Search: The Difference between Owning and Renting
  8. 8. Introduction to Search Engine Optimization <ul><li>Basic Concepts of On-Site Optimization: Writing for SEO </li></ul><ul><li>Avoid He, She, It: Be Specific </li></ul><ul><li>Use Synonymous Phrases </li></ul><ul><ul><li>How many ways can you say “Get a degree” </li></ul></ul><ul><li>Use shorter paragraphs with regular headers </li></ul><ul><li>Find Keywords: https://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>Be on theme: http://www.virante.com/seo-tools/keyword-finder.php </li></ul>Search Engine Optimization
  9. 9. Introduction to Search Engine Optimization <ul><li>Basic Concepts of On-Site Optimization: Relevant Page Tags </li></ul><ul><li>Title </li></ul><ul><li>Meta </li></ul><ul><ul><li>Description </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Robots </li></ul></ul><ul><li>H1-H3 tags </li></ul><ul><li>Bold, Strong, Italics, etc. </li></ul><ul><li>Alt Text </li></ul><ul><li>Do these things really matter? Aren’t changes like these negligible? </li></ul>Search Engine Optimization
  10. 10. Introduction to Search Engine Optimization Search Engine Optimization
  11. 11. Introduction to Search Engine Optimization Basic Concepts of On-Site Optimization: Keyword Discovery 1. Popularity vs. Competitiveness 2. Simple Tools: A. https://adwords.google.com/select/KeywordToolExternal B. http://freekeywords.wordtracker.com/ C. * http://www.keyworddiscovery.com/search.html 3. Collocation / Theme Tools A. http://www.virante.com/seo-tools/keyword-finder.php B: ~keyword search on Google. Search Engine Optimization
  12. 12. Introduction to Search Engine Optimization <ul><li>Basic Concepts of Off-Site Optimization: What is PageRank </li></ul><ul><li>“ Page”Rank = Larry Page, Co-founder of Google. </li></ul><ul><li>PageRank is Google’s patented and trademarked algorithm which assigns “a numerical weighting to each element of a hyperlinked set of documents” </li></ul>Search Engine Optimization
  13. 13. Introduction to Search Engine Optimization <ul><li>Basic Concepts of Off-Site Optimization: What is TrustRank </li></ul><ul><li>TrustRank essentially begins with a set of trusted websites and diminishes the rank dependent upon the distance between the original trusted sources and the analyzed page. http://www.vldb.org/conf/2004/RS15P3.PDF http://pagerank.suchmaschinen-doktor.de/trustrank.html </li></ul>Search Engine Optimization
  14. 14. Introduction to Search Engine Optimization <ul><li>Basic Concepts of On-Site Optimization: What PageRank is Not </li></ul><ul><li>Sites with higher PageRank do not necessarily out-rank other sites. </li></ul><ul><li>Sites with higher PageRank are not necessarily included in Google’s displayed index. </li></ul><ul><li>The displayed PageRank is not necessarily indicative of the actual spam-corrected measurement of importance used by Google. </li></ul><ul><li>PageRank is susceptible to the same Datacenter Fluctuations as the SERPs </li></ul><ul><li>http://www.seologs.com/pr-check/pagerank-dc.html </li></ul>Search Engine Optimization
  15. 15. Introduction to Search Engine Optimization <ul><li>Basic Concepts of Off-Site Optimization: Qualities of Good links </li></ul><ul><li>High PageRank </li></ul><ul><li>Inner-textual </li></ul><ul><li>Relevant Anchor Text </li></ul><ul><li>Low number of links per-page </li></ul><ul><li>New link on domain </li></ul>Search Engine Optimization
  16. 16. Introduction to Search Engine Optimization <ul><li>Basic Concepts of Off-Site Optimization: Simple Link Building Techniques </li></ul><ul><li>Directories </li></ul><ul><ul><li>http://www.botw.com </li></ul></ul><ul><ul><li>http://www.yahoo.com </li></ul></ul><ul><ul><li>http://www.dmoz.org </li></ul></ul><ul><li>Partner Organizations </li></ul><ul><li>Press Releases / News </li></ul><ul><li>Presentations / Sponsors / Conferences </li></ul><ul><li>Students! (myspace, blogs, etc.)‏ </li></ul>Search Engine Optimization
  17. 17. Advanced Topics <ul><li>Advanced Topics: Canonicalization </li></ul><ul><li>What is URL Canonicalization? </li></ul><ul><ul><li>Using different names for the same content </li></ul></ul><ul><ul><li>Duplicate Content Penalties </li></ul></ul><ul><ul><li>PR Dispersion </li></ul></ul><ul><ul><li>Perception Matters </li></ul></ul><ul><li>www vs. non-www </li></ul><ul><li>Default pages </li></ul><ul><li>Query strings and pagination </li></ul><ul><li>Trailing Slashes </li></ul><ul><li>Fake 404s </li></ul>Search Engine Optimization
  18. 18. Advanced Topics <ul><li>Advanced Topics: PageRank Flow </li></ul><ul><li>What is PageRank Flow? </li></ul><ul><ul><li>Intricate maze </li></ul></ul><ul><ul><li>Close doors behind you </li></ul></ul><ul><li>Using No-Follow Effectively </li></ul><ul><ul><li>What is No-Follow? </li></ul></ul><ul><ul><li>Meta or Link Level? </li></ul></ul><ul><ul><ul><li><a rel=‘nofollow’ href=‘…’></a> </li></ul></ul></ul><ul><ul><ul><li><meta name=‘robots’ content=‘nofollow’ /> </li></ul></ul></ul><ul><li>Silo Linking </li></ul><ul><li>Ball Linking </li></ul><ul><li>Deciding what is best for your site or sub-site. </li></ul>Search Engine Optimization
  19. 19. Search Engine Optimization Advanced Topics <ul><li>Advanced Topics: Keyword Discovery </li></ul><ul><li>What is Advanced Keyword Discovery </li></ul><ul><ul><li>Looking at myriad competitiveness indicators </li></ul></ul><ul><ul><li>Constructing an algorithm </li></ul></ul><ul><ul><li>Interpreting Results </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>http://www.keyata.com </li></ul></ul><ul><ul><li>http://www.wordze.com </li></ul></ul>
  20. 20. Search Engine Optimization Advanced Topics <ul><li>Advanced Topics: Social Media Marketing </li></ul><ul><li>What is Social Media Marketing </li></ul><ul><ul><li>Viral Traffic </li></ul></ul><ul><ul><li>Natural Link Building </li></ul></ul><ul><li>Viral Brain Storm Session </li></ul><ul><li>Sites </li></ul><ul><ul><li>http://www.digg.com </li></ul></ul><ul><ul><li>http://www.reddit.com </li></ul></ul><ul><ul><li>http://buzz.yahoo.com </li></ul></ul><ul><ul><li>http://del.icio.us </li></ul></ul>
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