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Search Engine Optimization Basic
 

Search Engine Optimization Basic

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Introduction to Search Engine Optimization

Introduction to Search Engine Optimization

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    Search Engine Optimization Basic Search Engine Optimization Basic Presentation Transcript

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