Seo4every1 Fundamentals Online Media Today

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Outstanding Search Engine Optimization tutorial presented at Online Media Todays Los Angeles workshop by Eric Wu of AT&T Interactive. To learn more about Online Media Todays monthly workshops, visit: www.onlinemediatoday.com/workshops.html or join us at: www.meetup.com/online-media-today-internet-marketing-workshops

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Seo4every1 Fundamentals Online Media Today

  1. 1. the fundamentals by Eric Wu: e@eywu.com
  2. 2. Incoming Links Links Internal Links KEYWORDS Content HTTP Header Content HTML / Markup Site URLs Architecture Domain (TLD)
  3. 3. S⋅E⋅O [n. es-ee-oh]: the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.
  4. 4. Organic Traffic Acquisition + Branding High Conversions Direct Traffic
  5. 5. 17% Google 11% Yahoo Microsoft Ask 66% 4% Other 3%
  6. 6. Search Result Pages (SeRPs) Listings 1-10
  7. 7. Listings 1-4
  8. 8. ..... bold ...... bold bold....... bold .... .......... ............. bold bold ......... ...... bold ....... ........... bold ............ www ..... bold bold .........
  9. 9. 100 75 68 62 50 48 % Viewed 42 34 % of Clicks 28 25 12 9 11 10 8 63 8 6 5 4 3 3 3 0 8 9 10 5 6 7 3 4 1 2
  10. 10. max: 65 - 70 Characters <title>Auto Repair Shops in Pittsfield, Massachusetts | example.com</title>
  11. 11.  Keywords  Location  Relevant  < 65 Characters
  12. 12. max displayed: 160-170 Characters <meta name=”description” content=”Find a trustworthy auto repair mechanic in the Pittsfield Massachusetts area. Get phone numbers, reviews, maps, and directions for automotive repair shops to solve your car problems from transmission problems to the check engine light in Pittsfield, MA” />
  13. 13.  Keywords  Location  Relevant  Call to Action
  14. 14. the shorter the better example.com/auto-repair-pittsfield-ma/
  15. 15.  Keywords  Location  Short  Top Level Directory
  16. 16. Ux Principles The Algorithm  Diversity  Crawling  Low subsequent searches  OnSite SEO  Unique Content  Indexing  Relevancy  Ranking  Low return (bounce) rate  200+ search signals  Determine User Intent  Head vs Long Tail  OnPage Factors  Commercial  OffPage Factors  Navigational  Unique Content  Transactional  Informational
  17. 17. Ux Principles The Algorithm  Diversity  Crawling  Low subsequent searches  OnSite SEO  Unique Content  Indexing  Relevancy  Ranking  Low return (bounce) rate  200+ search signals  Determine User Intent  Head vs Long Tail  OnPage Factors  Commercial  OffPage Factors  Navigational  Unique Content  Transactional  Informational
  18. 18. Bots: Dont’s Bots: Do’s  Don’t execute JavaScript* • Do like text  Don’t execute Flash • Do like links (clean urls)  Don’t accept cookies • Do like patterns (regEx)  Don’t read images • Do like semantic tags  Don’t fill out forms* • Do like clean code
  19. 19. per / page • Links: < 100* • Bandwidth: 600 kb
  20. 20. Ux Principles The Algorithm  Diversity  Crawling  Low subsequent searches  OnSite SEO  Unique Content  Indexing  Relevancy  Ranking  Low return (bounce) rate  200+ search signals  Determine User Intent  Head vs Long Tail  OnPage Factors  Commercial  OffPage Factors  Navigational  Unique Content  Transactional  Informational
  21. 21. =
  22. 22. 1. Title Tag 2. Header Tags (h1...h6) 3. Body / <p> 4. Anchor (<a>) 5. Alt attribute in <img> 6. Bold / <strong> 7. Lists (<ul>, <ol>, <dl>) 8. Page Weight 9. RDF, MicroFormats* 10. Meta Tags (description, keyword, robots)
  23. 23.  Use h1...h6 tags to show hierarchy  Use <p> for content  Use semantic tags when it makes sense to:  <address>  <cite>  <quote>  <caption>  <code>  <fieldset>  <label>  <legend>  RDF / OWL / MicroFormats
  24. 24.  keyword rich anchor text  <a href=“”>Anchor Text</a>  rel=”nofollow” for links in:  reviews  untrusted sources  PageRank sculpting*  absolute URLs  http://example.com/my- link/  avoid href=”javascript:”  onclick attribute preferred
  25. 25.  Use alt attributes to describe the text within an image  Use caption tag to add relevancy to image  code proximity matters  Use <no script> to describe Flash, AJAX, or Java Applet content
  26. 26.  avoid inline JavaScript  avoid inline CSS  use separate .js and .css files  host separate .js, .css, and nav imgs on separate CNAME  robots.txt: disallow: / for entire CNAME  JS Frameworks  (e.g. jQuery, Y!UI, prototype)  CSS Frameworks  (e.g. blueprint, 960 Grids, etc.)
  27. 27.  Frames suck  That goes for iframes too  Who’s still using frames in 2009?  Avoid Hiding content  Flash  Excessive AJAX-iness  JavaScript doc.write  Java Applets (really?)
  28. 28.  Hidden Text  color: #fffff  font-size: 1pt  display: none  position: so far left / right no one can see it  z-index: 0 // hide under another layer  height: 1px  visibility: hidden
  29. 29.  source ordering  place content first in code  place navigation at the bottom  keep content together  tables vs divs
  30. 30. HTML SiteMap via <dl>
  31. 31. 1. URL structure 2. http headers  301 vs 302 redirects  custom 404 / 503  Last modified / ETag  content-encoding: gzip 3. robots.txt 4. performance for SEO 5. feeds (sitemap.xml, rss, mRSS)
  32. 32.  301 = permanent redirect  302 = temporary redirect  avoid other:  javascript redirects  meta refresh
  33. 33. Los Angeles, California: Online Media Today Hosts Internet Marketing Workshops for Business Owners This presentation was part of a regular monthly workshop hosted by Online Media Today. If you are interested in learning more about Online Media Today’s Internet Marketing Workshops, please visit us at: www.onlinemediatoday.com/workshops.html To attend our Los Angeles workshops, RSVP at: www.meetup.com/online-media-today-internet-marketing-workshops

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