SEO basics you need to get started in optimizing your website for top search engine rankings.

1. SEARCH RANKING CRASH COURSE
@PolePositionMkg
#SearchRankCC

2. SEO DRIVING SCHOOL
SEO BASICS YOU NEED TO GET STARTED
@PolePositionMkg
#SearchRankCC

3. SEO BASICS: INTRODUCTION
After SEO
Before SEO

4. SEO BASICS: INTRODUCTION
Poor SEO brings your site to a standstill
Indexed Pages
Rankings
Visitors
Sales

5. Balance the pull between search
SEO BASICS: INTRODUCTION
engines and visitors

6. SEO BASICS: INTRODUCTION
The “Pinocchio Effect”
Search engines just want to be “real”
-- like us.
Knowledge
Implementation
Strategy
No Magic Understand Quality &
Formulas Algorithms Common
Sense

7. SEO BASICS: INTRODUCTION
Don’t Make
Me THINK,
Dammit!

8. How algorithms work
SEO BASICS: INTRODUCTION
Personal-
ization
Signal
Location
Variance
50-200
Algorithms
200+
Ranking Social
Signals shares

9. SEO BASICS: INTRODUCTION
 Pick relevant keywords
 “Produce” compelling content
 Optimize your tags
 Implement strong architecture and usability
 Get noticed with links
5 steps to organic ranking success

10. SEO DRIVING SCHOOL
Part I: Code, Tags and Other SEO Essentials
@PolePositionMkg
#SearchRankCC

11. TITLE tag
SEO BASICS: SEO ESSENTIALS
Influences
Rankings
Bookmark
Persuades
& Browser
the Click
Label

12. SEO BASICS: SEO ESSENTIALS
How to craft a TITLE tag?
<title> Website Marketing | SEO and Web Marketing Strategy Company</title>
Lead with
keyword
Be compelling
65-70
character limit

13. Common TITLE tag mistakes
SEO BASICS: SEO ESSENTIALS
X Same Title
on Every
Page
Leading with
Business
Name
Long List of
Keywords
Lack of
Keywords /
Description

14. SEO BASICS: SEO ESSENTIALS
Should you use
branded TITLES?
Front:
Recognizable Brands
Business Name | Movie Posters, Collectibles and Memorabilia
Rear:
Build Recognition
Movie Posters, Collectibles and Memorabilia| Business Name
Non:
No Brand Concern
Movie Posters | The Dark Knight One (1) Sheet

15. How your TITLE tag makes an impact
SEO BASICS: SEO ESSENTIALS

16. Meta DESCRIPTION tag
SEO BASICS: SEO ESSENTIALS
Used as snippet in
search results
No real ranking
impact
Helps increase click-
thru rate
Not always required

17. How to craft a meta DESCRIPTION tag
SEO BASICS: SEO ESSENTIALS
<meta name=“description” content =“Website marketing and search engine
optimization (SEO) services by Pole Position Marketing. SEO, PPC, analytics,
content, link consulting, and more.”>
Use
150
keywords
character
early &
summary
often
Unique for Compelling
each page statement

18. How your meta DESCRIPTION makes
SEO BASICS: SEO ESSENTIALS
an impact

19. Meta KEYWORD tag
SEO BASICS: SEO ESSENTIALS
Commas?
Spaces?
Length?
Phrases?

20. How your meta KEYWORD tag makes
SEO BASICS: SEO ESSENTIALS
an impact

21. SEO BASICS: SEO ESSENTIALS
HEADING tags
Improves Search Contextual
Scannability Relevance Hierarchy

22. HEADING tag hierarchy
SEO BASICS: SEO ESSENTIALS
<h1>One H1 per page.</h1>
<h2>Use outline format.</h2>
<h3>Keep content organized</h3>

23. Proper HEADING tag usage
SEO BASICS: SEO ESSENTIALS
H1
Hx
H1
H1
H2
H2 H2 H2

24. Image ALT attributes
SEO BASICS: SEO ESSENTIALS
• Yes, some people • Browsers for the
still surf with visually
images off. Image impaired will
navigation read the
disappears. descriptions of
images
Text only Accessible
browsers browsers
Mobile Search
browsers Engines
• Generally not an • Additional
issue with smart keyword signal.
phones, but for those Make sure you use
who pay for it right!
downloads…

25. SEO BASICS: SEO ESSENTIALS
When you don’t use ALT attributes…

26. 301 redirect old pages
SEO BASICS: SEO ESSENTIALS
Old page
Deleted Correct
Product Page
Relocated
Info

27. SEO BASICS: SEO ESSENTIALS
Make URLs search friendly
Keep it Short
site.com/brands/product.php
Use Keywords
site.com/chanel/perfume/alure.html

28. CANONICAL tag
SEO BASICS: SEO ESSENTIALS
<link rel="canonical" href="http://www.site.com"/>
Points to
best page
Search Passes
Signal link juice
Band
Aid
Solution

29. SEO BASICS: SEO ESSENTIALS
Custom 404-redirect page

30. SEO BASICS: SEO ESSENTIALS
Problematic coding
issues

31. SEO BASICS: SEO ESSENTIALS
Site maps

32. SEO BASICS: SEO ESSENTIALS
Broken links

33. Internal linking
SEO BASICS: SEO ESSENTIALS
Look for Integrate Increase
Natural Links Keywords Engagement

34. SEO DRIVING SCHOOL
Part II: Dealing with Duplicate Duplicate Content
@PolePositionMkg
#SearchRankCC

35. Unique content sets you apart
SEO BASICS: DUPLICATE CONTENT
Write unique content
for all pages
Don’t use boilerplate
product descriptions

36. Duplicate content slows search
SEO BASICS: DUPLICATE CONTENT
engine spidering
A B C D E F
G H I J K L
A B C D E F
= spidered
G H I J K L = not spidered

37. Duplicate content splits link juice
SEO BASICS: DUPLICATE CONTENT
Both internal and external links
A
B F J N
C G K O
A D H L P
E I M Q

38. Proper link juice flow
SEO BASICS: DUPLICATE CONTENT
A
B F J N
C G K O
D H L P
E I M Q

39. Secure / non-secure duplication
SEO BASICS: DUPLICATE CONTENT

40. How it happens…
SEO BASICS: DUPLICATE CONTENT
Products Shopping Checkout
cart
Products

41. The solution…
SEO BASICS: DUPLICATE CONTENT
No
Search
Engines
Products Shopping Checkout
cart

42. Bread crumb / categorization duplication
SEO BASICS: DUPLICATE CONTENT
1 Product
2 URLs
www.thehomedepot.com/building-materials/electrical/books/123book
www.thehomedepot.com/doors-windows/doors/books/123book

43. The solution…
SEO BASICS: DUPLICATE CONTENT
Only one URL, regardless of path or category!
www.thehomedepot.com/building-materials/electrical/books/123book

44. SEO BASICS: DUPLICATE CONTENT
Session ID duplication

45. The problem…
SEO BASICS: DUPLICATE CONTENT
Session 1 Session 2 Session 3
Session 4 Session 5 Session 6

46. The solution…
SEO BASICS: DUPLICATE CONTENT
Home
Don’t.
Session 1 Session 2 Session 3
Use.
Session IDs!!!!
Session 4 Session 5 Session 6
(Just sayin’)

47. Redundant URL duplication
SEO BASICS: DUPLICATE CONTENT
www.site.com
site.com
www.site.com
www.site.com/
www.site.com
www.site.com/index.html

48. The solution…
SEO BASICS: DUPLICATE CONTENT
Canonical tag
Server-Side directs

49. SEO DRIVING SCHOOL
Part III: How to Optimize Your Site in 90 Days
@PolePositionMkg
#SearchRankCC

50. SEO BASICS: 90-DAY SEO PLAN
Week
1 Core term research
Core Terms Core Terms
Are… Are Not…
Bag
Sports bag
School supplies
Kids ski clothing
Cost segmentation
Battery
Motorcycle battery
Battery chargers
Flowmeters
Snowmobile clothing

51. SEO BASICS: 90-DAY SEO PLAN
Week
2 Core term prioritization
Search Target Profit Meet
volume Audience Margin Demand
• How often? • Better conversions • Better conversions • Avoid driving
• Low volume = low • Better targeted = • Higher markup traffic where
results lower volume • More demand expected demand
cannot be met

52. SEO BASICS: 90-DAY SEO PLAN
Week
3 Tag core terms to content
Buy Blue Widgets
California Widgets
How to Use Widgets
Red Widget Review
Discount Widgets
Custom Widget Design

53. SEO BASICS: 90-DAY SEO PLAN
Week
4 Global tag optimization
5-10 min per page
1 Title Tags
2 H1 Tag
3 Meta Descriptions
4 Intro Paragraph

54. SEO BASICS: 90-DAY SEO PLAN
Week
5 Site structure (architecture)
Link &
URL & Site
Navigation
Structure
Structure
Document &
Page Structure

55. SEO BASICS: 90-DAY SEO PLAN
Week
6 Submit to directories
Global Yahoo DMOZ
Business.com
RubberStamped
BOTW
JoeAnt GoGuides Regional
Niche

56. SEO BASICS: 90-DAY SEO PLAN
Week
7
6 Research key words
beauty
supplies
beauty beauty discount
supply beauty
store supply supply
natural
beauty
supplies

57. SEO BASICS: 90-DAY SEO PLAN
Week
8
6 Keyword segmentation
• Looking for general information
• Don’t know what they really want • Have narrowed down to
• Optimize on higher-level category product type
pages and articles • Comparing features
• Optimize on category
and comparison pages
Research Shop
Info Buy
• Have specific product in mind
• Looking for education • Looking for trustworthy place to buy
• How-To and other informational queries • Optimize on specific product pages
• Optimize on blogs and article pages

58. SEO BASICS: 90-DAY SEO PLAN
Week
9
6 Strategic optimization
Priority 1
Pages
Link
Content Code
Building
Keyword Description Internal
Titles Code Bloat
Usage Tags Linking
Calls to
Headings Page Speed
Action

59. SEO BASICS: 90-DAY SEO PLAN
Week
10
6 Correct usability issues
Navigation
Scannability
Conversion
Optimization
Shopping
Cart
Calls to
Action

60. SEO BASICS: 90-DAY SEO PLAN
Build links
11
Week
6

61. SEO BASICS: 90-DAY SEO PLAN
Week
12
6 Keep making it better
The Pole Position Marketing Library
http://www.polepositionmarketing.com/library

62. SEO DRIVING SCHOOL
Wrap up
@PolePositionMkg
#SearchRankCC

63. Searchers are buying
SEO BASICS: CONCLUSION
Todays Searcher is
Tomorrows buyer 56% of online purchases happen down the road
• As high as 77% for entertainment, 69% for home & garden
• 63% of searches result in OFFLINE purchases
• 88% for toys, 93% for video games, 65% for apparel
Buyers are Searching Buyers perform up to 10 times more searches
• 80% feel search is helpful for gift shopping
• 70% say it helped them make a purchase decision
• 60% say they will search the next time they buy
Searchers are Buying 25% of searchers purchase “related” items
Source: ComScore Networks

64. Thank You!
Next Up Keyword Tune-up
Find, organize and use keywords for effective
inbound marketing