Basic SEO

1. Search Engine Optimization Bhupesh Shah, B.Sc., MBA April 13, 2010

2. Agenda Overview of Introduction Search Engine Benefits of SEO Optimization (SEO) How to avoid the Principles of search Tips on how to biggest SEO pitfalls engine-friendly apply SEO to your that could lower design website your rankings How social media can help boost your search engine ranking. © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

5. What do search engines do and why should I care? provide links if they don‟t provide good, relevant links, then people will stop using them if you make it easy for the search engines to do their job, you will be rewarded by higher rankings © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

6. Making it easy lots of relevant, nicely organized content abundance of keywords/key phrases appropriate website structure fresh content ...a search engine optimized website © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

7. What is search engine optimization (SEO)? SEO is the process of improving the volume or quality of traffic to a website or web page (i.e. blog) from search engines via unpaid or “organic” search results. “Optimizing a website primarily involves editing its content and HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines.” Source: wikepedia.org © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

8. In plain English... Helps more people who are looking for your product or service find you! SEO is NOT a magic bullet – it takes time for the search engines to go through your site and the criteria is always changing so your site has to be continually updated. © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

9. Benefits of SEO International online presence and credibility via indexed pages Targeted customer acquisition – you don‟t often get tire-kickers! Increased usability – site is designed properly to give customers what they want 24/7 promotion of your business; cost-effective - high ROI Measurable results/conversions © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

10. Principles of search engine-friendly design use w3.org‟s each page quality accessible from sitemap assurance tools only one URL fresh content image and lots of robots.txt file optimization pages flat site no “dead” links 1 level below directory © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

11. Principles of search engine-friendly design fast download of keywords title tags main content meta description heading tags domain names tags inbound/outbound page content/SEO SEO friendly URLs links, inter-links copywriting © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

12. Keywords - most important aspect of your website design Keyword/Key phrase: a term that consists of a word, phrase or number – used to index web pages © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

13. Questions to consider when selecting keywords... What is the What plurals, compound- typical customer What questions words or misspelled words looking for? are they asking? are used? Are the customers local? Which manufacturers do I carry? What problems do I solve? What model#‟s, part#‟s, colours, Are there synonyms, sizes do I related words or offer? categories? © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

14. Keyword ROI Traffic Conversion single keywords 2 keyword phrases 3 keyword phrases 4 keyword phrases 5 keyword phrases 6 keyword phrases 7 keyword phrases 8 or more keyword phrases © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

15. Selecting the Right Keywords/Key phrases https://adwords.google.com/select/KeywordToolExternal you want an less indication of competition interest © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

16. Selecting the Right Keywords/Key phrases not relevant not relevant need a dog walker in Newmarket - uses a local keyword and is a specific key phrase © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

17. Use the Keywords/Key phrases in your website domain name: http://newmarket-dog-walkers.com file name: need-a-dog-walker-in-newmarket.pdf folder name: http://yourdomain.com/dog-walker/ image name: dog-walker.gif (not image1.gif or DSC00003.jpg) video title: If you need a dog walker in Newmarket you‟re barking up the right tree.mp4 (not Video1.mp4) © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

18. Use the Keywords/Key phrases in your website hyperlinks: If you need a dog walker in Newmarket, contact us. (not If you need a dog walker in Newmarket, contact us) Page Title: Do You Need a Dog Walker? Within the page…If you need a dog walker, Newmarket Dog Walkers is right in your neighbourhood! © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

19. Have lots of pages – each containing few, unique and relevant keywords export packaging systems reusable military packaging approved export demountable containerization in-transit packaging crating damage © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

20. What are visitors doing? Researching Shopping • general info • comparing / narrow range of • don‟t know what they want features • optimize on top-level • optimize on comparison category pages and articles pages and categories Ready to Buy Problem Solving • know what they want • want to know what/ how/ • looking for a place they can why trust • optimize on article pages • optimize specific product pages © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

21. You don‟t have to be the best – just „better‟ than the competitor who occupies the #1 spot. © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

23. Meta Elements - help search engines categorize your pages correctly <Head><br> <Title>Title Text</title><br> <Meta name=”description” content=”descriptive text”><br> </Head> © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

24. Title Tags: <Title>Title Text</title> • consider putting brand names if that is important • use keywords • make it descriptive • make it compelling so someone wants to click on it • no longer than 64 characters (including spaces) © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

25. Meta Description: <Meta name=”description” content=”descriptive text”><br> • if it‟s blank, the search engines will pick up the content itself (150 characters including spaces) © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

26. Heading Tags • using heading tags to tell the search engines how your content is structured • main heading H1 (use only once per page), sub heading H2 (use sparingly), further headings sub-level...H3, H4, H5... H1 © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

27. Domain Names short and easy to dog-walker.com remember zoomized.com exact match is better remax-omega-on.com than irrelevant twigsandballs.com keywords help dog-walker.com Newmarket-Dog-Walker.com hyphenated domains are better than non- draper-web-design.com hyphenated domains draperwebdesign.com do not use underscores dog_walker.com max 63 characters (including spaces) this_is_way_too_long.com © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

28. 301 domain name redirect (Permanent redirect) http://www.dog-walker.com vs. http://dog-walker.com © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

30. Hyperlinks – link in, link out, cross-link internally dog exercises dog first boarding aid dog walker off leash by-laws parks © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

31. A link to any page on your domain is viewed as an endorsement by the search engines. Make sure they are reputable (not spam) links to get “trust rank”. Reputable Link from 3rd party gov High Page Rank © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

32. Page content and SEO copywriting 3 secrets every dog owner How to train should know your new puppy Why does Dog saves your dog senior citizen burp? from killer cat © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

37. You love your baby no matter what others say! (choosing keywords that you think are important) listen to the experts © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

49. ethnicomm.com ethnicomm.com/blog Twitter: @ethnicomm Facebook: ethnicomm LinkedIn: bgshah info@ethnicomm.com 416.720.1205 | 888.927.8881

Basic SEO

Basic SEO

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