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Seach Engine Optimization at PodCamp London
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Seach Engine Optimization at PodCamp London


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Search engine optimization presentation given by David Ciccarelli, CEO of at PodCampLondon 2009 #pclo09

Search engine optimization presentation given by David Ciccarelli, CEO of at PodCampLondon 2009 #pclo09

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  • 1. Text Text David Ciccarelli Chief Executive Officer [email_address] How to Achieve Top Search Engine Results
  • 2. Text Text People use search engines to...
    • Find websites, blogs
    • Find people
    • Find locations
    • Find images
    • Find videos
  • 3. Why Search?
    • Search engines are the most powerful medium to reach customers because you meet them at their point of need.
    • 90% of online Web sessions begin with a search.
    • 81% of users find web sites they were looking for through search engines.
  • 4. The Facts
    • Search engines average 300-500 million searches per day.
    • 95% of users don’t go beyond the first 3 pages of search results before they try another keyword.
    • 30% of users believe companies found in the top search results are a major brand in their product or service category.
  • 5. Text Text Organic Search Engine Results
  • 6. Text Text How Search Engines Work
  • 7. Search Engine Optimization
    • Process of strategic placement of keywords and text on web pages to enable optimum search engine rankings.
    • Key to any successful Internet Marketing Strategy.
    • It’s easier than it sounds.
  • 8. Today’s game plan
    • Writing for search engines
    • Interacting with search engines
    • Boosting your results with links
    • Monitoring your results
  • 9. It All Starts with Your Keywords
    • Well-written content and carefully selected keywords are the keys of a balanced SEO strategy.
  • 10. Google Keyword Tool
  • 11. Keyword Research
    • Start a spreadsheet to save all your keywords.
    • Organize keywords into groups by topic or subject matter.
  • 12. Content is King
    • Having good, well-produced content on your website is a priority.
    • Content includes audio, video, text and images.
  • 13. Ideas for Content
    • The “How-To” Article
    • The Definition Article
    • Present a Theory or Argument
    • Create a resource like a free report or whitepaper
    • List Article (5 Tips for... Top 10... The Best... The Worst...)
  • 14. Content Management
    • Consider a content management system.
  • 15. Optimizing Your Content Put keywords and phrases in some of the following places to increase the ranking of a web page in the search engine results.
    • Page Title
    • Page Description
    • In H1, H2, H3 tags
    • In the body or your article or pages
    • Page File Name ( your-very-important-page.html )
  • 16. Page Title and Description
    • Title and Description become the snippet in Google.
    • Open the HTML file and edit your Meta tags.
  • 17. Page Name Tips
    • Short URLs are better
    • Use hyphens not underscores
    • If your pages are already in Google, don’t change anything.
  • 18. The Result
  • 19. Interacting with Search Engines In recent years, search engines have developed tools for website owners to submit pages directly to them.
    • Google Webmaster Tools
    • Yahoo! Site Explorer
    • M SN Webmaster Central
    • http://webmaster
  • 20. Create a Sitemap
    • Your HTML sitemap is designed for people
    • Your XML sitemap is designed for search engines
  • 21. Google Webmaster Tools
    • 1. Add your website
    • 2. Verify your website
    • 3. Add your XML sitemap
  • 22. Boost Your Results with Links
    • Search engines see links as a vote of confidence.
    • Pages on the top of results typically have more links.
    • Focus on quality not quantity.
  • 23. Different Types of Links
    • Authority Links - CNN,, Industry Associations
    • Directory Links - Yahoo! Directory,
    • Press Release Links -,
    • Blog Links - Articles written about you, comment links
    • Social Media Profile Links - Facebook, LinkedIn, Twitter
    • Reciprocal Links - Link exchanges from related websites
  • 24. Your Link Profile
    • Link Popularity: How many links point to your website?
    • Link Relevancy: Are the links of a high quality, from websites in the same industry or from authority websites?
    • Anchor Text: The active text used to enable the link to your website. Does is say your business name or keyword?
  • 25. Time for a Check Up
    • To see how many pages are in Google, enter
    • To see how many links Yahoo! is counting, enter
  • 26. Tools from
  • 27. Action Plan
    • Research your keywords and start a spreadsheet
    • Write new articles on subjects that people search for
    • Optimize your content by focusing on page titles and descriptions
    • Get links from blogs, press releases and other websites
    • Track your success with Google Webmaster Central and Analytics
    • Discover areas for improvement at
  • 28. Text Text Thank You! David Ciccarelli Chief Executive Officer [email_address]