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Search Engine Optimization Fundamentals


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SEO lecture on the fundamentals, presented internally at Up2Technology (

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Search Engine Optimization Fundamentals

  1. 1. Search Engine OptimizationThe eye-opening presentation for beginners Author: Kalin Chernev Date: 1st Nov 2012
  2. 2. Agenda● Background information● Preparations: research and analysis● On-page and off-page optimizations● Monitoring and maintenance
  3. 3. Agenda● Background information● Preparations: research and analysis● On-page and off-page optimizations● Monitoring and maintenance
  4. 4. What is SEO actually?Search engine optimization (SEO) is theprocess of affecting the visibility of a websiteor a web page in a search engines "natural"or un-paid ("organic") search results.
  5. 5. How effective is SEO?
  6. 6. How search engines work?1. User makes a query2. User location information is takenfor better targeting and searchpersonalization3. Index server searches for the queryinformation4. Search results are returned5. Results are sorted and filtered6. Results are shown
  7. 7. Starting on solid grounds ...
  8. 8. Facts on online/offline shopping
  9. 9. Paid vs organic results statistics
  10. 10. Why do we optimize for Google? Information source:
  11. 11. Click-through rates by site position
  12. 12. Mind! Delicious pie charts coming!
  13. 13. SEO factors
  14. 14. SEO factors - a bit more general
  15. 15. SEO factors - even more general
  16. 16. Remember: focus on the big picture ● Effective keywords ● Website technology ● Links ● Competition ● Trends ● Content ● Control and maintenance
  17. 17. Types of optimization - overviewOn-page (on-site) optimization ● Unique content ● Accessibility (bots can access the website and crawl it) ● URL structure (domain) ● Internal linking structure ● Sitemap ● Title, Meta tags, Heading Tags, Internal Anchor Text ● Images, Maps, VideoOff-page (off-site) optimization ● Link Building ● Social networks ● Forums and other viral marketing
  18. 18. How you start? Bottom-up approach.
  19. 19. The SEO process
  20. 20. The SEO business story
  21. 21. Agenda● Background information● Preparations: research and analysis● On-page and off-page optimizations● Monitoring and maintenance
  22. 22. Step 1: Select effective keywords
  23. 23. Long-tail analysis
  24. 24. Keyword phrase length conversion
  25. 25. SEO Master Toolbox● Keywords research and analysis ○ Google AdWords Keyword Tool ○ Google Search-Based Keyword Tool ○ SEO Book Keyword Tool ○ Wordstream Keyword Tool● Checking the trends ○ Google trends ○ Google Insights for Search● Software tools ○ SEO Powersuite ○ SEOMoz
  26. 26. Agenda● Background information● Preparations: research and analysis● On-page and off-page optimizations● Monitoring and maintenance
  27. 27. Step 2: Prepare your site
  28. 28. The perfectly optimized page ● Web page content as text ● Title, Meta tags, Heading Tags ● URL, anchor links, meta descriptions, etc ● Alt tags and descriptions for images and videos
  29. 29. On-site factors for better results
  30. 30. On-page factors● in the page meta description tag - this is the advertisement of the page;● in the page title tag, especially in the beginning;● in H1 tag, especially in the beginning;● in the first 50-100 words of the HTML of the page;● in the other headings <h2> to <h6>;● in the alt text of images;● file name of the image file;● <b> is for styling, <strong> is for semantic representation;● Keyword Density Formula - Google it, simple rule => dont overdo optimizations;● in list items <li> of the page;
  31. 31. H1 and H2● Always with text, not cufon or images;● H1 should be 1 per page, not more;● H1 tag length should be about 3-5 words;● h2 is like sub-headings;● Target keywords are placed in the beginning;● Dont forget to use synonyms;
  32. 32. Title and descriptionAbout titles ○ The title should be between 65 and 70 in length; ○ Use pipe | for separations, for example title of page | title of website; ○ Target keywords are placed in the beginning for more weight; ○ Maximum 2 target keywords are used at the same time per page;About descriptions ○ Description should be about 150 and 167 symbols in length; ○ This is your advertising message seen in the search results; ○ Should be unique, catching and meaningful; ○ Target keywords are placed in the beginning for more weight;
  33. 33. Titles and descriptions lengths
  34. 34. DomainDomains and extensions factors on the optimization● Domain name - important, should contain the keywords● Domain extension - avoid spammy .cc, .info, etc● Subdomain - ok, if a lot of traffic and content● Domain names in cyrillic - sometimes help
  35. 35. Keywords in the domain influence
  36. 36. Website accessibility● Spider / Bot● initial crawling● robots.txt● .htaccess● Robots meta tag● Index / noindex● Follow / nofollow
  37. 37. Sitemaps● HTML sitemaps - for website visitors and users, better navigation● XML sitemaps - for SEO purposes, for Google Webmaster ToolsSitemaps are a way to tell Google about pages on your site wemight not otherwise discover. In its simplest terms, a XMLSitemap — usually called Sitemap, with a capital S — is a list ofthe pages on your website. Creating and submitting a Sitemaphelps make sure that Google knows about all the pages on yoursite, including URLs that may not be discoverable by Googlesnormal crawling process.
  38. 38. PerformanceGood performance is growing to be more and more important.Build your website well from the start.Google guidelines on best practicesTools: Google PageSpeed Tools - checklist of website components to optimize Speed Tracer - identifying performance problems YSlow - just another performance tool from Yahoo!
  39. 39. Step 3: Competition and trends
  40. 40. CompetitionApproach: research what and how your competitors areachieving their current results, and do the same with a bit moreTo start with: find out which are their target keywords?● Research paid search prices to define level of difficulty● Make the homework checks: ○ the number and quality of their inbound links ○ their social networks presence ○ the number of indexed pages they have in Google ○ the age of the domain● Analyze your competitors code and learn from the good practices
  41. 41. TrendsIdea: Be careful with the trends. Some campaigns includeseason-dependant target keywords, which are not effectivethroughout all parts of the year. For example, all kinds of wintersports and hotels should be optimized during winter.
  42. 42. Step 4: Content and links
  43. 43. Content and linksContent and links should be inter-related focus categories.If you build good content, other websites will link to you.If you have many links to your website, search engines give you credits forbeing important, and give you better positions.With better positions in search results, your website gets more traffic.And the more traffic you receive, the more important your website isaccepted to be, which brings you even better positions and more traffic
  44. 44. Link baitingLink baiting is the process of getting links to your website.You can stimulate inbound links by many ways ● listing your website directories such as the open directory and Yahoo! ● participating in social networks as,, etc ● participating in ● participating in website competitions, such as "best website of" ● viral marketing in video sharing websites as ● sharing presentations on and related ● sharing documents into document sharing websites ● participating in forums with target audienceRemember: focus on the value of the content, and links will come naturally.
  45. 45. Agenda● Background information● Preparations: research and analysis● On-page and off-page optimizations● Monitoring and maintenance
  46. 46. Step 5: Monitoring and control
  47. 47. Monitoring metrics● Website position by target keywords● Traffic to the website by target keywords● Users time spent on the website● Conversions of visitors to buyers
  48. 48. Monitoring tools● Google Analytics● Google Webmaster Tools● tools● SEO Book Tools● Chrome and Firefox Extensions● Many, many others
  49. 49. Thanks and final wordsConclusions are that SEO is not that hard. But you need strategyand clear vision. And you need patience and consistent work.Focus on:1) effective target keywords2) your website (the things you say to the world)3) competition and trends (your environment)4) the value of your content (to make the world talking)5) monitoring and maintenance (to keep your good results)
  50. 50. Questions and comments