This document provides an overview of search engine optimization (SEO) concepts and best practices. It begins with introducing common SEO terms like keywords, indexability, and findability. It then discusses the importance of optimizing different on-page elements like titles, descriptions and images. The document emphasizes that SEO is an ongoing process of incremental improvements rather than one-time optimizations. It advocates for prioritizing relevant, high-quality content over keyword density or other technical SEO tactics. Overall, the document aims to educate on developing an effective SEO strategy by writing with search engines and users in mind.

1. PREPARED FOR
© copyright 2013 [wire] stone, llc. All Rights Reserved.

2. Agenda
+ Intro to SEO – What even is SEO??
+ Keyword – Keywords?? We don’t need no stinkin’ keywords…Do we?
+ Writing with SEO in mind – What does this look like?
+ Optimizing Content – What do you mean I may have to rewrite the copy I
just wrote?
+ Discussion – What does everyone think? Concerns? Issues?
4-Apr-13 2

3. Terms
+ Queries
– What is typed into a search engine
+ Indexability
– The capability to be listed in a search engines index
+ Findability
– The capability to have your website be found by search
engine spiders or your customer
4-Apr-13 3

5. From the mouth of the search beast
GOOGLE’S DEFINITION
(FROM GOOGLE’S SEARCH ENGINE OPTIMIZATION STARTER GUIDE)
+ “...make it easier for search engines to crawl, index
and understand your content.”
+ “Search engine optimization is often about making
small modifications to parts of your website. When
viewed individually, these changes might seem like
incremental improvements, but when combined with
other optimizations, they could have a noticeable
impact on your site's user experience and performance
in organic search results.”
4-Apr-13 5

6. Own your message
I OWN
THIS!
4-Apr-13 6

7. Fast vs. good
BLACK HAT VS WHITE HAT
+ What makes Black Hat so evil?
+ Why do companies even consider Black Hat?
+ Why you should choose White Hat!
4-Apr-13 7

8. SEO: A key part of content strategy
HOW DO THEY PLAY TOGETHER
+ Search engine optimization relies heavily on content
+ Strategically developed content performs better
+ Relationship between Content Strategy and SEO has changed
– Moved from siloed practices to an intertwined force of domination
+ How does content strategy add to SEO?
– Identify the type of content the customer wants
– Identify the content available and gaps in content
– Manage sitewide content to align with goals and personas
4-Apr-13 8

10. For more than just good looks
KEYWORD USAGE
+ Suggestions not demands
+ Meant to help drive
relevant traffic to the page
+ Align to the SEO strategy
+ Backed up by research
(more on that coming up)
4-Apr-13 10

11. How do you identify good keywords?
HAVE A BRAINSTORM SESSION
+ Whether an internal team or an agency get some heads together
+ Should you take the HiPPO into account? Why, why not?
+ Can you get actual customers/visitors involved?
4-Apr-13 11

12. Identifying good keywords (cont’d)
TOOLS
+ Google AdWords Keyword
Tool
– Yes, I know we aren’t
buying ads
+ SpyFu
– Competitive Analysis
+ Many, Many Others
4-Apr-13 12

13. Let’s brainstorm!
EXAMPLE TIME
+ Google Chromebook
4-Apr-13 13

15. What should you optimize for SEO?
CONTENT SECTIONS BY ORDER OF IMPORTANCE (VISIBLE TEXT)
+ Headline
+ 1st Sentence of Copy
+ 1st Paragraph of Copy
4-Apr-13 15

16. What should you optimize for SEO?
BACKEND CODE BY ORDER OF IMPORTANCE (BEHIND THE SCENES)
+ Title
+ Description
+ Image Alt Tags
+ Microformats (addresses, recipes & more)
+ Social Media Tags
4-Apr-13 16

17. Keyword Density: It’s a Myth!
RELEVANT CONTENT (NOT MORE KEYWORDS) GETS RESULTS
+ No such thing as a certain number of keywords
per amount of content
+ Based on prioritizing relevant content instead
(inverted pyramid style)
4-Apr-13 17

18. Writing with SEO in Mind
WHY THEY ARE CALLED RECOMMENDATIONS
+ Good content gets shared
+ Optimized content gets found
+ Good content that is optimized thrives
+ Optimization should NOT sacrifice good content
4-Apr-13 18

20. O is for Optimization, not “Oh My”
WHY DO WE NEED TO REVIEW THE CONTENT?
+ Performance is not up to expectations
+ Initial optimization is a great guess based on data
+ Analytics data helps to inform the next steps
4-Apr-13 20

21. Building on the Basics
DON’T THROW THE BABY OUT WITH THE BATHWATER
+ Optimization is a process of improving what
already exists.
+ Remember what Google said; it’s about the small
things.
+ True optimization comes from consistent ongoing
effort; it’s not a one-time thing.
4-Apr-13 21

23. Stop… Discussion Time!
4-Apr-13 23

24. KEVIN GAMACHE – SEARCH MARKETING STRATEGIST
TW ITTER:@KEVINGAMACHE
[wire] stone