unmatchedstyle.com
     @unmatchedstyle
Quick Self-Defense Tips
for Search Engine Visibility
What is SEO?
     Search. Engine. Optimization. = SEO

  SEO = How you make your site “findable”.

 Focus on driving QUALI...
Some Basics
          About Visitors
          About Visitors
Web searchers are not random visitors.

They are actively se...
Different Styles


There are 4 different types of search styles:1.
Search Engines (Robots)
2. Directories (Humans)
3. Meta...
Relevance is Crucial

The core foundation for any SEO campaign
starts with a website that has strong, relevant
content. Th...
Organic Search Engines



Spiderability
•Place important content in HTML text format


•Create a spiderable navigational s...
Let’s get META


<title></title>
<meta name="description" content="” />
<meta name="keywords"content="” / >

Wasting your ...
The Meta Tags
Meta descriptions have three primary uses:To
describe the content of the page accurately and
succinctlyTo se...
The Title



The most important attribute in PageRank

•Limit length to 65 characters (including
spaces) or lessIncorporat...
Let’s chat about




It really is the only one that matters anymore.

•Page Rank
•Guidelines
•What NOT to do
What is PageRank

Google assigns a page a PageRank.
This is based on the quality of links that link to
your page.



     ...
Linking “The Linkerati”

Ask for a link & share a link (the Blogroll)

Participating in blog comments, forums, social
netw...
nofollow
rel='nofollow'

Are you leaking page juice?
Pages are like a balloon filled with water, the more holes the faster...
Guidelines




#1 Get a Google Webmaster Account!
Guidelines



  Make a site with a clear hierarchy and text
links. Every page should be reachable from at
           least...
Site Architecture

Good website organization is good for people
and robots.

Search engines do make use
of relationships b...
AJAX & Javascript

It’s cool right?

When it hides content
it’s bad for search engines
and humans.
Guidelines



           Have a site map

1 for humans (HTML) & 1 for Google (XML)
Guidelines



Create a useful, information-rich site, and write
pages that clearly and accurately describe your
          ...
Guidelines



Think about the words users would type to find
   your pages, and make sure that your site
    actually incl...
Guidelines



Use text instead of images to display important
           names, content, or links.

              What is ...
Guidelines

Make sure that your <title> elements and alt
  attributes are descriptive and accurate.

     Yes, use alt=”de...
Guidelines



Check for broken links and validate your HTML.

      For this the W3C is very handy...

 Or view your pages...
Guidelines



                 robots.txt
Use robots.txt to prevent crawling of search
results pages or other auto-generat...
Guidelines


    Cloaking only good for Klingons...

 Make pages primarily for users, not for search
 engines. Don't decei...
Guidelines



       Don't participate in link farms.

In particular, avoid links to web spammers or
"bad neighborhoods" o...
Guidelines



  Try not to use a program to do the work.

   Google does not recommend the use of
products such as WebPosi...
Guidelines

Target pages can be powerful tools when
       used correctly however...

Avoid "doorway" pages created just f...
Guidelines




Submit the site: google.com/addurl/
Resources

Websites:
searchenginewatch.com
seomoz.org
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Seo Kungfu

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Quick Self-Defense Tips
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Seo Kungfu

  1. 1. unmatchedstyle.com @unmatchedstyle
  2. 2. Quick Self-Defense Tips for Search Engine Visibility
  3. 3. What is SEO? Search. Engine. Optimization. = SEO SEO = How you make your site “findable”. Focus on driving QUALIFIED visitors to your site who are LOOKING for your products, services or content. Find out how they are looking for your stuff and optimize what works where you can.
  4. 4. Some Basics About Visitors About Visitors Web searchers are not random visitors. They are actively seeking your products, services or content. They are “self-qualified” leads. There are millions upon millions of us...
  5. 5. Different Styles There are 4 different types of search styles:1. Search Engines (Robots) 2. Directories (Humans) 3. Meta Engines (Meh...) 4. Paid Searches (PPC)
  6. 6. Relevance is Crucial The core foundation for any SEO campaign starts with a website that has strong, relevant content. There is no secret recipe. There are no shortcuts. Spam is dangerous. If its too good to be true, then it probably is. • There is no secret recipe. There are no shortcuts. Spam is dangerous. If its too good to be true, then it probably is.
  7. 7. Organic Search Engines Spiderability •Place important content in HTML text format •Create a spiderable navigational structure •Don't force registration •Avoid using frames •Watch out for session IDs & cookies •Beware of "spider traps” (too many 301 or 302's)
  8. 8. Let’s get META <title></title> <meta name="description" content="” /> <meta name="keywords"content="” / > Wasting your time on the other stuff...
  9. 9. The Meta Tags Meta descriptions have three primary uses:To describe the content of the page accurately and succinctlyTo serve as a short text "advertisement" to click on your results in the search results •To describe the content of the page accurately and succinctlyTo serve as a short text "advertisement" to click on your results in the search results To describe the content of the page accurately and succinctlyTo serve as a short text "advertisement" to click on your results in the search results
  10. 10. The Title The most important attribute in PageRank •Limit length to 65 characters (including spaces) or lessIncorporate keyword phrasesUse a dividerBe consistentRepeat in the <h1>
  11. 11. Let’s chat about It really is the only one that matters anymore. •Page Rank •Guidelines •What NOT to do
  12. 12. What is PageRank Google assigns a page a PageRank. This is based on the quality of links that link to your page. or
  13. 13. Linking “The Linkerati” Ask for a link & share a link (the Blogroll) Participating in blog comments, forums, social networks, twitter - basically any online content. It needs to be relevant participation, not spammy. Make yourself useful okay... You must link and be linked to get the juice.
  14. 14. nofollow rel='nofollow' Are you leaking page juice? Pages are like a balloon filled with water, the more holes the faster you lose water. - seomoz Links to pages with little or zero relevance to content make your PageRank suffer. PageRank Sculpting works for the big 3: Yahoo, Google, & MSN
  15. 15. Guidelines #1 Get a Google Webmaster Account!
  16. 16. Guidelines Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.
  17. 17. Site Architecture Good website organization is good for people and robots. Search engines do make use of relationships between pages and give value to content that has been organized properly. (AKA: semantics)
  18. 18. AJAX & Javascript It’s cool right? When it hides content it’s bad for search engines and humans.
  19. 19. Guidelines Have a site map 1 for humans (HTML) & 1 for Google (XML)
  20. 20. Guidelines Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
  21. 21. Guidelines Think about the words users would type to find your pages, and make sure that your site actually includes those words within it
  22. 22. Guidelines Use text instead of images to display important names, content, or links. What is this 1998?
  23. 23. Guidelines Make sure that your <title> elements and alt attributes are descriptive and accurate. Yes, use alt=”description” on stuff... You have to have alt=”” for it to validate too... ...But be aware of accessibility issues.
  24. 24. Guidelines Check for broken links and validate your HTML. For this the W3C is very handy... Or view your pages with the CSS turned off.
  25. 25. Guidelines robots.txt Use robots.txt to prevent crawling of search results pages or other auto-generated pages that don't add much value for users coming from search engines.
  26. 26. Guidelines Cloaking only good for Klingons... Make pages primarily for users, not for search engines. Don't deceive your users or present different content to search engines than you display to users, which is commonly referred to as "cloaking."
  27. 27. Guidelines Don't participate in link farms. In particular, avoid links to web spammers or "bad neighborhoods" on the web, as your own ranking may suffer.
  28. 28. Guidelines Try not to use a program to do the work. Google does not recommend the use of products such as WebPosition Gold™ that send automatic or programmatic queries to Google.
  29. 29. Guidelines Target pages can be powerful tools when used correctly however... Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content.
  30. 30. Guidelines Submit the site: google.com/addurl/
  31. 31. Resources Websites: searchenginewatch.com seomoz.org
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