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Search Engine Optimization Basic

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Introduction to Search Engine Optimization

Introduction to Search Engine Optimization

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  • 1. Search Engine Optimization Russell Jones, CTO, 08-21-2008
  • 2. 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
  • 3. 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!
  • 4. 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
  • 5. Search Engine Optimization Introduction to Search Engines Basic concepts Organic vs. Paid Search: The Difference between Owning and Renting
  • 6. Search Engine Optimization Introduction to Search Engines Basic concepts Organic vs. Paid Search: The Difference between Owning and Renting
  • 7. Search Engine Optimization Introduction to Search Engines Basic concepts Organic vs. Paid Search: The Difference between Owning and Renting
  • 8. 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
  • 9. 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
  • 10. Introduction to Search Engine Optimization Search Engine Optimization
  • 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. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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