SEO basicsChris Snider | @chrissnider
About Chris• Instructor of Practice in Multimedia @ Drake• Former digital editor @ Des Moines Register• Former editor @ Ju...
Who playedMr. Belding onSaved By The Bell?
Who inventedthe toilet?
How would we find out?
What if youneededa plumber tofix that toilet?How would youfind one?
Then what?
Search engine optimization (SEO) is the process of improving thevisibility of a website or a web page in search engines vi...
92% of internet users conduct searches.59% say they conduct searches on a daily basis.Most popular Internet activity (tied...
Google processed 114.7 billion searches in Dec. 2012.Yahoo! processed 8.6 billion searches in Dec. 2012.Microsoft processe...
drake relays is searched 12,100 times each monthdrake university is searched 60,500 times each monthiowa state fair is sea...
Imagine if your site were at (or near)the top of those search results.Search is a greatway to drive traffic to your site.An...
What you see when you perform a search...
paid search resultspaidsearchresultsorganic search results
top 3 spots are seen 100 percent of time
Eyetrack and search...
10x traffic difference for 1st vs. 10th position
How people search• Users no longer scroll down the page• Instead, they submit multiple queriesto narrow information• sanda...
How does SEO work?And how can it work for you?
Simplified SEO• Build a quality site with great content• Find the right keywords – and put them inthe right places• Get oth...
The more useful, relevantand compelling your content,the greater chance someonewill link to you (and increaseyour rank in ...
Hidden textKeyword stuffing
Finding theright keywords
Figure out what words people shouldsearch to find your site.Remember:The goal is to be helpfulto readers, not to trick them...
Why research?• To find words people actually search• To make sure you’re not trying to optimizea word you will never get ra...
Great resource tool is Google Keyword Toollooking for low competition and high search volume
Google willmake searchfor “heatingand air” local.
Where to use those keywordsIn your page Title (at the front).In your URL.In your headlines <h1> and <h2>.In the first <p> o...
titleURLH1text
And also your source code...
What Google shows...titlemeta descriptionURLReviewssitelinks70 characters156 characters
Case study
Google trends is your friend
Get links
Links & Google Page Rank• PageRank is a link analysis algorithm, namedafter Larry Page and used by Google, thatassigns a n...
Chromeextension“SEOSiteTools”
Tools such as opensiteexplorer.org andmajesticseo.com can tell you what sites linkto your site (and your competitors).
.edu sites have more link authority.So hire more Drake University studentsand get Drake Marketing to write a story.
Good link:Bad link:
Link to your own site.That has value too.
Try to get other credible sites/blogs to link to you.Best way to do that is to have great content.Next best way to do that...
Write articles/posts that people will want to link to.Look closely at your metrics to see what is popular.
Write posts that people will want to link to:
Chris Brogan’s most-linked-to posts:
Promote your best work on:• Facebook• Twitter• Tumblr• Digg• Guest bloggingJust don’t overdo it.It’s always better to prom...
Occasionally dip into Google Trends to seewhat topics people are suddenly searching.If those topics are relevant to your s...
More tips• Make sure images have alt tags.• Have text on your page (100+ ideally).• Google Webmaster Tools will alert you ...
If you only do one thing...Create good content.The rest will follow.
Questions?Resources:seomoz.org/blogseobook.com/blogmattcutts.com/bloggooglewebmastercentral.blogspot.comblog.hubspot.com (...
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
Search Engine Optimization 2013
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Search Engine Optimization 2013

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Basics of search engine optimization. Presented at Drake University, April 9, 2013.

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Search Engine Optimization 2013

  1. 1. SEO basicsChris Snider | @chrissnider
  2. 2. About Chris• Instructor of Practice in Multimedia @ Drake• Former digital editor @ Des Moines Register• Former editor @ Juice magazine• Designer at St. Louis Post-Dispatchand Baltimore Sun
  3. 3. Who playedMr. Belding onSaved By The Bell?
  4. 4. Who inventedthe toilet?
  5. 5. How would we find out?
  6. 6. What if youneededa plumber tofix that toilet?How would youfind one?
  7. 7. Then what?
  8. 8. Search engine optimization (SEO) is the process of improving thevisibility of a website or a web page in search engines via the"natural" or un-paid search results.In general, the earlier (or higher ranked on the search results page),and more frequently a site appears in the search results list, themore visitors it will receive from the search engine’s users.SEO may target different kinds of search, including image search,local search, video search and news search.Source:Wikipedia
  9. 9. 92% of internet users conduct searches.59% say they conduct searches on a daily basis.Most popular Internet activity (tied with e-mail).pewinternet.org - May 2011
  10. 10. Google processed 114.7 billion searches in Dec. 2012.Yahoo! processed 8.6 billion searches in Dec. 2012.Microsoft processed 4.5 billion searches in Dec. 2012.Source: Comscore Dec. 2012 ... http://searchengineland.com/google-worlds-most-popular-search-engine-148089
  11. 11. drake relays is searched 12,100 times each monthdrake university is searched 60,500 times each monthiowa state fair is searched 74,000 times each monthdes moines is searched 2,740,000 times each monthSource: Google Keyword Tool
  12. 12. Imagine if your site were at (or near)the top of those search results.Search is a greatway to drive traffic to your site.And very likely the best wayto drive traffic to your site.
  13. 13. What you see when you perform a search...
  14. 14. paid search resultspaidsearchresultsorganic search results
  15. 15. top 3 spots are seen 100 percent of time
  16. 16. Eyetrack and search...
  17. 17. 10x traffic difference for 1st vs. 10th position
  18. 18. How people search• Users no longer scroll down the page• Instead, they submit multiple queriesto narrow information• sandals > men’s sandals >men’s nike sandals >blue men’s nike sandals
  19. 19. How does SEO work?And how can it work for you?
  20. 20. Simplified SEO• Build a quality site with great content• Find the right keywords – and put them inthe right places• Get other quality sites to link to you
  21. 21. The more useful, relevantand compelling your content,the greater chance someonewill link to you (and increaseyour rank in SERPs).A couple things to avoid...
  22. 22. Hidden textKeyword stuffing
  23. 23. Finding theright keywords
  24. 24. Figure out what words people shouldsearch to find your site.Remember:The goal is to be helpfulto readers, not to trick them.Then: Research those words.
  25. 25. Why research?• To find words people actually search• To make sure you’re not trying to optimizea word you will never get ranked for• To find alternative words in case our wordsare not searched or are too competitive
  26. 26. Great resource tool is Google Keyword Toollooking for low competition and high search volume
  27. 27. Google willmake searchfor “heatingand air” local.
  28. 28. Where to use those keywordsIn your page Title (at the front).In your URL.In your headlines <h1> and <h2>.In the first <p> of your post.In your meta data (not as important for SEO).In links to your site.Target one keyword per page.
  29. 29. titleURLH1text
  30. 30. And also your source code...
  31. 31. What Google shows...titlemeta descriptionURLReviewssitelinks70 characters156 characters
  32. 32. Case study
  33. 33. Google trends is your friend
  34. 34. Get links
  35. 35. Links & Google Page Rank• PageRank is a link analysis algorithm, namedafter Larry Page and used by Google, thatassigns a numerical weighting to eachelement of a hyperlinked set of documents,such as the World Wide Web, with thepurpose of measuring its relativeimportance within the set.
  36. 36. Chromeextension“SEOSiteTools”
  37. 37. Tools such as opensiteexplorer.org andmajesticseo.com can tell you what sites linkto your site (and your competitors).
  38. 38. .edu sites have more link authority.So hire more Drake University studentsand get Drake Marketing to write a story.
  39. 39. Good link:Bad link:
  40. 40. Link to your own site.That has value too.
  41. 41. Try to get other credible sites/blogs to link to you.Best way to do that is to have great content.Next best way to do that is to link to them.But no tricks. Google wants things to make sense.
  42. 42. Write articles/posts that people will want to link to.Look closely at your metrics to see what is popular.
  43. 43. Write posts that people will want to link to:
  44. 44. Chris Brogan’s most-linked-to posts:
  45. 45. Promote your best work on:• Facebook• Twitter• Tumblr• Digg• Guest bloggingJust don’t overdo it.It’s always better to promote other’s best work.
  46. 46. Occasionally dip into Google Trends to seewhat topics people are suddenly searching.If those topics are relevant to your site/blog,take advantage of that fact (and optimize appropriately)
  47. 47. More tips• Make sure images have alt tags.• Have text on your page (100+ ideally).• Google Webmaster Tools will alert you to problems.• marketing.grader.com gives good overview of site.• Claiming your name on SM will help in search results.• Google Authorship will add your photo to search.• Google+ is important (Search + your world).
  48. 48. If you only do one thing...Create good content.The rest will follow.
  49. 49. Questions?Resources:seomoz.org/blogseobook.com/blogmattcutts.com/bloggooglewebmastercentral.blogspot.comblog.hubspot.com (then click on SEO at bottom)twitter.com/chrissnider

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