SEO 101 - Judith Lewis - i-Level


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  • SEO 101 - Judith Lewis - i-Level

    1. 1. SEO 101 Everything you wanted to know about SEO but were too afraid to ask…
    2. 2. Who Am I? <ul><li>Got on the Internet in 1986 at my school lab </li></ul><ul><li>Working online with search since 1996 </li></ul><ul><li>Paid & Natural Search – all aspects </li></ul><ul><li>Worked in-house within e-Commerce, Publishing & High Tech </li></ul><ul><li>Moved to i-level, the largest European media agency </li></ul><ul><li>Worked with Orange, Sony, COI </li></ul><ul><li>One of the SEO Chicks </li></ul>
    3. 3. What is SEO? <ul><li>“ SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines.” </li></ul><ul><li>- SEOmoz </li></ul>
    4. 4. What is SEO? <ul><li>Natural Visibility including </li></ul><ul><li>Words </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Links </li></ul>
    5. 5. Top Factors You Need To Consider <ul><li>Keyword Research </li></ul><ul><li>Tags </li></ul><ul><li>Image Optimisation </li></ul><ul><li>On Page Text </li></ul><ul><li>Site Architecture and Internal Links </li></ul><ul><li>Links </li></ul><ul><li>SEO Tools </li></ul>
    6. 6. Elements of Ranking <ul><li>Title Tags </li></ul><ul><li>Meta Description Tags </li></ul><ul><li>Meta Keyword Tags </li></ul><ul><li>ALT Tags </li></ul><ul><li>H1, H2, H3 (and accompanying CSS) </li></ul><ul><li>Keywords in the content </li></ul><ul><li>Internal Links (images vs. keyword rich text) </li></ul><ul><li>URL Structure </li></ul><ul><li>Advanced Linking </li></ul><ul><li>Authority </li></ul><ul><li>Age of domain </li></ul>
    7. 7. Where is Eurostar?
    8. 8. Keyword Research <ul><li>Check that the words are what everyone uses and not just internal/personal jargon </li></ul><ul><li>Check you are using a more frequently searched term for roughly the same meaning – “social media” vs “social networking” </li></ul><ul><li>Go for a longer tail – 2 or more words </li></ul><ul><li>Each page needs an individual focus </li></ul><ul><li>Check Google for competition and news articles </li></ul><ul><li>Use as many keyword tools as possible </li></ul>
    9. 11. Tags <ul><li>Title tag needs to be unique, focused and less than 65 characters </li></ul><ul><li>Meta Description should include call to action, page information and semantically related focused keywords to demonstrate relevancy – 150 characters if possible </li></ul><ul><li>Meta Keyword is not much used except for competitive intelligence </li></ul><ul><li>Meta Robots tells search engine what to do with page </li></ul>
    10. 12. Driveline slide
    11. 13. Meta slide
    12. 14. Image Optimisation <ul><li>Ensure image has keyword relevant name </li></ul><ul><li>Include Alt Attribute (alt=“keywords”) </li></ul><ul><li>If possible, place it on separate page with link and include relevant text </li></ul><ul><li>Use dashes not underscore for multi-word names (for now – soon to change) </li></ul><ul><li>Use high quality images with sharp, clear contrast </li></ul><ul><li>Use a caption by your image </li></ul>
    13. 15. Image image
    14. 16. On Page Text <ul><li>Stick to a single focus </li></ul><ul><li>Don’t use all keywords for whole site on all pages - focus </li></ul><ul><li>Semantic relevancy is key </li></ul><ul><li>No magic % for keyword density </li></ul>
    15. 18. H1 Link Link – anchor text is “Paris Eurostar Breaks”
    16. 19. Site Architecture and Internal Links <ul><li>Create logical groupings – don’t hang everything off root </li></ul><ul><li>Keep subdirectories to minimum possible </li></ul><ul><li>Use keywords in dir & page names </li></ul><ul><li>Descriptive page names with keywords </li></ul><ul><li>Use site map page to link to all pages </li></ul><ul><li>Create crawlable links for user & bot navigation of related pages </li></ul>
    17. 21. Keyword Density & Links
    18. 22. Link Building <ul><li>Find Sites That Link To Competitors: “” – Google, “” – Yahoo Site Explorer & MSN </li></ul><ul><li>Find Sites By Keyword Search: “allintitle:keyword(s)” “allinanchor:keyword(s)” “allinurl:keyword(s)” “allintext:keyword(s)” </li></ul><ul><li>Find Sites That Already Link To You: “” – Google, “” – Yahoo Site </li></ul><ul><li>Remember – Anchor text is important to </li></ul><ul><li>get right </li></ul>
    19. 24. Link Building
    20. 25. Linkbait
    21. 26. SEO Tools <ul><li>IBP http:// / </li></ul><ul><li>WebCEO http:// / </li></ul><ul><li>WeBuildPages http:// </li></ul><ul><li>Google Analytics http:// /analytics/ </li></ul><ul><li>Google Dev http:// / </li></ul><ul><li>XML Sitemaps http:// / </li></ul><ul><li>Keyword Density Tool http:// -tools/keyword-density/ </li></ul><ul><li>SEO Quake http:// / </li></ul><ul><li>Firefox Browser http:// / </li></ul><ul><li>Xenu Link Sleuth http:// </li></ul><ul><li>Keyword Research Tools https:// http:// / </li></ul><ul><li>Link Baiting 101 </li></ul><ul><li>Link Building 101 </li></ul><ul><li>Google Webmaster Central </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Position Trackers </li></ul><ul><li>Keyword Cloud </li></ul><ul><li>HitTail </li></ul><ul><li>Roboform </li></ul><ul><li>RSS Feeds & RSS Buttons </li></ul><ul><li>SEO Forums </li></ul><ul><li>Domain Age Tool </li></ul><ul><li>Whois Tool </li></ul><ul><li>Various Toolbars + Extensions </li></ul><ul><li>Page Rank Tool </li></ul><ul><li>Competitor Inbound Links </li></ul>
    22. 27. Questions? Thank you! Judith Lewis Search Director