A complete beginner to intermediate presentation for the SEO Workshop including Panda and Penguin information and the April 21, 2015 mobile update.

1. Jenn Mathews (SEOGoddess)

2. Twitter.com/SEOGoddess
Facebook.com/theSEOGoddess
SEOGoddess.me

3. • What is SEO?
• How people use Search Engines
• Keyword Research
• Keyword Placement
• Checklist –
• Internal SEO Checklist
• External SEO
• SEO & Social Media
• What not to do
• Panda and Penguin
• Mobile 2015

4. Rankings
External
Website
Keywords

5. User searches with key word
Database of information
about web pages
collected by robots,
crawlers, and spiders
User Interface
Results
Search
Engine
World Wide Web
Web robots,
crawlers, and
spiders

6. User Types:
1. Key Word
2. 2 Word Phrase
3. “Long Tail” Key Term
Computers
As the user is researching they will type more
specific words and phrases to find exactly what
they are looking for.
Search

7. User Types:
1. Key Word
2. 2 Word Phrase
3. “Long Tail” Key Term
Laptop Computers
As the user is researching they will type more
specific words and phrases to find exactly what
they are looking for.
Search

8. User Types:
1. Key Word
2. 2 Word Phrase
3. “Long Tail” Key Term
2TB Laptop Computer
As the user is researching they will type more
specific words and phrases to find exactly what
they are looking for.
Search

10. Based on the search query, Google thinks
the user is trying to find a product. These
are usually paid for by the advertiser.
Advertisements – Pay Per Click
Advertiser bids on term to obtain a desired
position and pays when the user clicks the
result.

11. Based on the search query, Google thinks
the user is trying to find a product. These
are usually paid for by the advertiser.
Advertisements – Pay Per Click
Advertiser bids on term to obtain a desired
position and pays when the user clicks the
result.

12. We see styles, fancy fonts, images,
interactivity, and general user experience.

13. Search engines see letters (symbols), words
(symbols grouped together parted by
spaces), punctuation, and limited html tags
like <a href=“link”> and <img src=“picture”
alt=“text for image”>

14. Robert Stevens – February 25, 2013

15. • Google Keyword Planner

16. • Type in your general word and/or phrase
• Add your website (optional)

17. • Type in your general word and/or phrase
• Add your website (optional)
• Select Category
• Type Location
• Click “Get Ideas”

19. • Add your terms into categories (Google
Adgroups) that make sense.
• Example:
• Laptop Computers
• Desktop Computers
• Monitors
• Accessories
• Keyboards
• Mice

20. Broad
Terms
Categorical
Terms
Longtail
Terms

21. • The 2-3 broad words you chose that “describes” your
entire website

22. • The 2-3 word phrases (terms) that describes a
section of the website.

23. • 4-5 word phrases that an individual page is
about.

24. Server
Folder
Index.html
robots.txt
Index.html
file.html
Folder
Index.html
Folder
Index.html

25. • Keyword Placement
• Title
• Description
• Body content
• URL (domain, directory, filename)
• Keyword Densities
• Internal Linking
• External Links
• Age (Domain/files)

26.  Keywords
(We go through a comprehensive list)
 Metatags
(We go through a comprehensive list)
 Links - Internal
(We go through a comprehensive list)
 Content
(We go through a comprehensive list)
 Domains & URLs
(We go through a comprehensive list)
 Other
(We go through a comprehensive list)
 Social Actions
(We go through a comprehensive list)

27.  Links - External
(We go through a comprehensive list)
 Social Actions
(We go through a comprehensive list)

28. • Open Graph Protocol
• Basics
• og:title
• og:url
• og:image
• og:description
• og:site_name
• Location
• Contact Info
• Video
• Audio
• Product

29. • Profiles/Pages
Use social networking
websites to establish a
solid presence in the
search results.

30. • Content
• Sharable Content
• Profile Content
• Tweets/Updates

31. • Hidden text
• Hidden links
• Keyword stuffing
• Artificial traffic
• Cloaking scripts
• Doorway pages
• Duplicate content
• Buying links
• Link exchanges
• Frames
• Title stacking
• Spam blogs with comments

32. • Released February 2011
• Push down rank of “lower quality sites” or “thin sites”
• More information:
• More Guidance on Building High Quality Sites – Google
• Testing Google’s Panda Algorithm - CNet

33. • Content Farming
• Low quality content
• Outdated content
• Spammy Links
• Commenting links
• Profile links
• Over Advertising

34. • Launched April 2012
• Decrease rank of sites that violate Webmaster Guidelines
• More Information:
• Webmaster Guidelines – Google

35. • Automatically generated content
• Participating in link schemes
• Cloaking
• Scraped content
• Loading pages with irrelevant keywords

36. April 21, 2015
• The update:
• Affects only search rankings on mobile devices
• Affects search results in all languages globally
• Applies to individual pages, not entire websites