Overview of how to do SEO


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Just some high level guidelines.

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Overview of how to do SEO

  1. 1. Overview of how to do SEO Chris Finne
  2. 2. Disclaimer I'm no expert, but have spent some time studying, implementing and iterating
  3. 3. High Level Guidelines <ul><ul><li>Think like an engineer because the spiders, search engines, algorithms, etc. were built by engineers </li></ul></ul><ul><ul><li>No magic. Google wants you to know the formula </li></ul></ul><ul><ul><li>Black Hat techniques will get you put into the penalty box. Focus on your business/content/users not temporary tricks. </li></ul></ul><ul><ul><li>90/20 effort is probably good enough for now </li></ul></ul>
  4. 4. Biggest Influencer <ul><li>Nutshell for Impatient Executives </li></ul><ul><ul><li>External links, their PageRank (PR) and their link text </li></ul></ul><ul><ul><li>Only shortcut to quick results are good links from high Page Ranked pages </li></ul></ul><ul><li>(Executives can now get back to their BlackBerry) </li></ul>
  5. 5. Where to Start - Search Keywords <ul><li>Think about words. </li></ul><ul><ul><li>What are your primary keywords? What are the synonyms? </li></ul></ul><ul><ul><li>Who is using those keywords? Are they your demographic? </li></ul></ul><ul><ul><li>Who are your competitors? Are people searching for their name? </li></ul></ul>
  6. 6. Where to Start - Mechanics => SERPs <ul><li>S earch E ngine R esults P age s </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Description </li></ul></ul><ul><ul><li>URL </li></ul></ul><ul><ul><li>Cached </li></ul></ul><ul><ul><li>Indents </li></ul></ul><ul><ul><li>Quick Links </li></ul></ul><ul><ul><li>Limit results from single site </li></ul></ul>
  7. 7. How do they calculate Search Results? <ul><li>  </li></ul><ul><li>  </li></ul>
  8. 8. How do they calculate Search Results? <ul><ul><li>ALL search terms must be on the page </li></ul></ul><ul><ul><li>Where are the search terms? (H1's, page title, etc.) </li></ul></ul><ul><ul><li>Are the search terms grouped together on the page? </li></ul></ul><ul><ul><li>How many times are the search terms mentioned / % of words on page, i.e. keyword density (Goldilocks) </li></ul></ul><ul><ul><li>Page Rank </li></ul></ul><ul><ul><ul><li>PR of inbound links </li></ul></ul></ul><ul><ul><ul><li>How far down the pyramid the page is within your site </li></ul></ul></ul><ul><ul><ul><li>Age of your site </li></ul></ul></ul><ul><ul><ul><li>Logarithmic </li></ul></ul></ul>
  9. 9. Page's Hot Spots <ul><ul><li>Domain Name </li></ul></ul><ul><ul><li>Page Title </li></ul></ul><ul><ul><li>Meta Description </li></ul></ul><ul><ul><li>URL </li></ul></ul><ul><ul><li>KEYWORDS only for Yahoo </li></ul></ul><ul><ul><li>H1 tags (h2, h3) </li></ul></ul><ul><ul><li>Content at top </li></ul></ul><ul><ul><li>Link text for inbound links (from your site or others) </li></ul></ul>
  10. 10. Controlling the Spider and the Index <ul><ul><li>robots.txt </li></ul></ul><ul><ul><li>ROBOTS meta tag </li></ul></ul><ul><ul><li>rel=nofollow </li></ul></ul><ul><ul><li>javascript isn't followed </li></ul></ul><ul><ul><li>Site Maps </li></ul></ul><ul><ul><ul><li>XML document that catalogs all the pages you want indexed </li></ul></ul></ul><ul><ul><ul><li>Downloaded by Google / Yahoo periodically (roughly daily) </li></ul></ul></ul><ul><ul><ul><li>Is not a replacement for good spider pyramid </li></ul></ul></ul>
  11. 11. Don'ts <ul><ul><li>Too many links on a single page ?> 50 or 100? </li></ul></ul><ul><ul><li>Repeat page titles and descriptions </li></ul></ul><ul><ul><li>keyword stuffing </li></ul></ul><ul><ul><li>Can't get to any page within 4-8 clicks </li></ul></ul><ul><ul><li>Let your page rank &quot;leak&quot; to unimportant internal pages (e.g. privacy policy, TOS, signup/login/forgot pw) </li></ul></ul><ul><ul><li>?Page Rank leak to external sites? </li></ul></ul>
  12. 12. Do's <ul><ul><li>set a preferred domain in google (and redirect on your web server) </li></ul></ul><ul><ul><li>Pyramid distribution of browsing </li></ul></ul><ul><ul><li>Spiders must be able to reach content </li></ul></ul><ul><ul><li>Have key keywords on each page </li></ul></ul><ul><ul><li>Important content at top of page (from a spider's perspective) </li></ul></ul><ul><ul><li>RSS feeds for blogs or other content can speed indexing </li></ul></ul><ul><ul><li>ALT tags for images (especially good images that you want showing up in Image Search) </li></ul></ul>
  13. 13. Image and Video Search <ul><li>Probably not going to be a major source of traffic </li></ul><ul><ul><li>ALT Tags </li></ul></ul><ul><ul><li>keyword proximity </li></ul></ul>
  14. 14. Tools <ul><ul><li>Manage your site: </li></ul></ul><ul><ul><ul><li>Google WebMaster </li></ul></ul></ul><ul><ul><ul><li>Yahoo Sites </li></ul></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Google Toolbar for PR </li></ul></ul><ul><ul><li>Sites that show page as a spider sees it </li></ul></ul><ul><ul><ul><li>http://tools.seobook.com/general/spider-test/ </li></ul></ul></ul><ul><ul><ul><li>http://www.webconfs.com/search-engine-spider-simulator.php   </li></ul></ul></ul><ul><ul><li>Adwords Keyword Tool (need an Adwords account) </li></ul></ul><ul><ul><ul><li>  https://adwords.google.com/select/KeywordTool </li></ul></ul></ul><ul><ul><li>http://www.google.com/trends </li></ul></ul><ul><ul><li>Google Suggest (see a count of your competition) </li></ul></ul><ul><ul><ul><li>  http://www.google.com/webhp?complete=1&hl=en </li></ul></ul></ul><ul><ul><li>http://tools.seobook.com/ </li></ul></ul>
  15. 15. Reference / Blogs <ul><ul><li>http://www.google.com/webmasters/   </li></ul></ul><ul><ul><li>http://googlewebmastercentral.blogspot.com/   </li></ul></ul><ul><ul><li>http://www.google.com/support/webmasters/ </li></ul></ul><ul><ul><li>http://groups.google.com/group/Google_Webmaster_Help   </li></ul></ul><ul><ul><li>http://www.mattcutts.com/blog/   </li></ul></ul>
  16. 16. Now shift to Operational Mode <ul><li>Iterate, Iterate, Iterate, Iterate, Iterate, Iterate... </li></ul><ul><ul><li>Monitor your index in Google and Yahoo </li></ul></ul><ul><ul><ul><li>Page titles, descriptions, URL's look good </li></ul></ul></ul><ul><ul><ul><li>Num of docs in index is growing </li></ul></ul></ul><ul><ul><ul><li>The right content is in there, the wrong content is not </li></ul></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><ul><li>Which ones are driving the most traffic your way? </li></ul></ul></ul><ul><ul><ul><li>To which pages? </li></ul></ul></ul><ul><ul><ul><li>Seasonality? </li></ul></ul></ul><ul><ul><ul><li>Review and revise keywords based on performance </li></ul></ul></ul>
  17. 17. Further Reading <ul><li>These decks have some redundant info, but worth flipping through... </li></ul><ul><ul><li>http://www.slideshare.net/ozh/whitehat-seo-tips-for-bloggers </li></ul></ul><ul><ul><li>http://www.slideshare.net/getelastic/seo-secrets-for-online-retailers-webinar   </li></ul></ul><ul><ul><li>http://www.slideshare.net/jcolman/seo-for-marketers-and-fundraisers-you-cant-raise-money-if-people-cant-find-you </li></ul></ul>
  18. 18. Questions?