Seo101 3 30-11


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SEO 101 - How it works and how to do it

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Seo101 3 30-11

  1. 1. SEO 101by Blue Coast Web
  2. 2. SEO 101 Part 1: What is SEO Part 2: Targeting Keywords Part 3: ImplementationBLUE COAST WEB | SEO 101 2
  3. 3. Part 1: What is SEO? 3
  4. 4. PART 1: WHAT IS SEOSEO: THREE TERRIFYING LETTERS?• Not so terrifying! Search Engine Optimization can be painfully simple.• With the right content foundation, optimization will follow.• With time and knowledge, we can optimize more.BLUE COAST WEB | SEO 101 4
  5. 5. PART 1: WHAT IS SEOHOW CONTENT IS FOUND Using Google as the core example Users searching for Google’s algorithm something determines what sites to crawl, how often, and how many pages to Googlebots fetch from each site. Web SitesBLUE COAST WEB | SEO 101
  6. 6. PART 1: WHAT IS SEOWHAT GOOGLE WANTS 1. Relevant content 2. Relevant content 3. Relevant content How does Google present relevant content?BLUE COAST WEB | SEO 101
  7. 7. blue volvo c30 GOBLUE COAST WEB | SEO 101 7
  8. 8. PART 1: WHAT IS SEOGOOGLE PAGE RESULTS Natural Search User’s search term Google AdWords Results Result title (from the Browser Page Title) Result description (from the Meta Description)BLUE COAST WEB | SEO 101 8
  9. 9. PART 1: WHAT IS SEOHOW A GOOD MATCH IS DETERMINED For any given keyword or key phrase searched, results are sorted based on a complex algorithm*, which includes: INTERNAL ELEMENTS keywords YOUR 1. Keyword relevance web site • How well does the keyword match the content (+ url, browser title, etc.) • How specific are the keywords “car” vs. “blue volvo c30” backlinks EXTERNAL ELEMENTS 2. Backlinks to that page a web site a web site (quantity and quality) a web site a web site • Quality of backlinks is determined by PageRank; pages are ranked from 0 - 10, best score being 10 * If we knew the complete answer, we’d be billionaires, so this is the collective industry “best guess”.BLUE COAST WEB | SEO 101 9
  10. 10. PART 1: WHAT IS SEOMORE ON PAGE RANKING• PageRank is essentially a “vote” of importance of a given site by Google. The more important a page is, the higher the PageRank.• PageRank significantly effects one’s position in natural search results.• If you are linked to from a highly-ranked site, your Page rank diagram (wikipedia) PageRank will also increase (the “vote” is more heavily weighted).BLUE COAST WEB | SEO 101 10
  11. 11. Targeting Keywords 11
  12. 12. PART 2: KEYWORDSWHAT’S A KEYWORD?• A keyword is any word someone might type into a search engine to find a web site• A keyword phrase is a string of words that describe what the searcher is looking for• Search engine spiders look to see how often a keyword or keyword phrase appears on a site (and where), as one factor in how relevant the site is to the user’s search.BLUE COAST WEB | SEO 101 12
  13. 13. PART 2: KEYWORDSQUALITY KEYWORDS ARE “KEY”• Keywords need to be specific and grouped “You cant rank well for just a single word. There are too many billion other websites out there to compete with. People actually search for multi-word phrases, because such phrases give them more relevant results. If you want to rank well for a single word then you need to step back and think about what people actually search for and what it is your site actually offers.”• Focus on a small number of keywords Targeted keywords need to be few - research and select 20 keywords to target for bringing in relevant site traffic (see appendix for tools)BLUE COAST WEB | SEO 101 13
  14. 14. PART 2: KEYWORDSKEYWORD EXAMPLES• Think like your user. How will they search for your company, product, other?• Bad, good, and better keyword search car GO blue car GO blue volvo GO blue volvo c30 GO more relevant resultsBLUE COAST WEB | SEO 101 14
  15. 15. PART 2: KEYWORDSKEYWORDS ARE CORE TO MARKETING• Identify the keywords• Update web site Build AdWords Campaign• Promote external links Update site with keywords• Track keyword success Select targeted keywords• Build your AdWords ord ke key ke keyword yword ke keywword yworword campaign on the keyword kord ke yw e ywo key k d yw k eordd yword keyword rd rd yword wo word keyw o ey keywworkerd eyrdoord yword wore keywordd yword keywo yk o w rd e key k d w r ye k k ord y ke keyword eyw k keyword keywo k rd e targeted keywordsBLUE COAST WEB | SEO 101 15
  16. 16. PART 2: KEYWORDSANATOMY OF A WEB PAGEGooglebots crawl the web and bring back resultsto the Google servers. The primary elements thatare stored and searched on any given page are: • browser titles Volvo C30 | 2 door hatchback • domain name Volvo C30 • url string Duis autem vel eum iriure dolor in hendrerit in • H1 tags (and H2, H3, etc.) vulputate Volvo C30 esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et • body of content accumsan et iusto odio dignissim qui blandit praesent luptatum zzril <title> 2011 Volvo C30 delenit augue duis. Coupe </title> • cross-linking <meta name="description" content="Introducing the 2011 Volvo C30 coupe – a turbocharged classic in a • metadata modern, full efficient shell. The Volvo C30 comes with premium sound, high-tech Good page semantics is safety, and stunning design features inside and out." /> important. If you have good code, you will be rewarded.BLUE COAST WEB | SEO 101 16
  17. 17. PART 2: KEYWORDSMETADATA GUIDELINES• Page title <title> A Title tag tells both users and search engines what the topic of a particular page is. Create a unique title for each page on your site. Don’t use lengthy titles that are unhelpful to users or stuff unneeded keywords in your title tags. Preface your titles with the most pertinent information, and place the company name last. Product Name and/or Keywords | Company name Send Money, Pay Online, Receive Money | PayPal• Meta description <description> Descriptions can be defined for each page. A pages description meta data is listed in search results directly under the result’s Page Title link. Make it descriptive and useful for the users - think about what words might entice them to click as it relates to the page’s content. Don’t use introductory phrases like “welcome to our...”, instead, get to the point fast! These can be 1-2 sentences / a short paragraph. The first 150 characters (approximately) are displayed.• Meta keywords <keywords> While some search engines use keywords, to match against the page content for relevance, in September 2009, Google announced “they are no longer taking keywords into account whatsoever” 1. If you have extra time, put them in. 1 wikipepedia.orgBLUE COAST WEB | SEO 101 17
  18. 18. Implementation 18
  19. 19. PART 3: IMPLEMENTATIONIMPLEMENTATION GUIDELINES One: Keyword prioritization • Keyword prioritization spreadsheet • Keyword snapshot (where the site is listed in Google results by keyword) • Keyword opportunity index (how successful a keyword will be for marketing) Two: edit site content and metadata • Implement keyword-rich and content-specific Browser Titles • Refine content with prioritized keywords • Add Meta descriptions • Link up Google Webmaster Tools (already done?) • Add class links to footer • Add drop-downs to global navigation Three: improve page rank with backlinks • Post to quality industry sites, wikipedia, partner sites, Google Places, etc. Four: track and adjust every 1-2 monthsBLUE COAST WEB | SEO 101 19
  20. 20. PART 3: IMPLEMENTATIONMORE ON BACKLINKS Backlink low hanging fruit • Look at Wikipedia pages, and other public info sites - submit your site as a reference link. • Ask partners to link to you from their sites (reciprocal links) • Claim your business listing with Google Places, Yelp, etc. Backlink cultivation: will require a team to identify and manage • Post comments to quality industry sites. Be consistent and post brief comments frequently (note: check the site’s page rank and their robots.txt follow status for comment areas/blogs). • Submit industry-related articles and thought papers on industry sites • Be useful contributors / answer questions onlineBLUE COAST WEB | SEO 101 20
  21. 21. PART 3: IMPLEMENTATIONWHAT ABOUT SOCIAL MEDIA? Ah yes. Facebook, Twitter, Quora, Flickr... Here is a guiding principle: • If the company using social media benefits not just the company, but the search engines and the searchers, then it’s very good thing to do. • If it feels like something that benefits the company (marketer), but doesnt do much for anyone else, think twice. Which one is your company?BLUE COAST WEB | SEO 101 21
  22. 22. !Questions 22
  23. 23. APPENDIX Research tools: • Google Keyword Tool KeywordToolExternal • Google Analytics (requires login) • Webmaster Tools: • Meta data checker (length of titles etc.) analysis-and-sitemap.html • BCW keyword ranking spreadsheet • BCW keyword snapshot spreadsheet • BCW keyword effectiveness spreadsheetBLUE COAST WEB | SEO 101 23