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Introduction to SEO


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This deck was created as a supplement to a presentation on SEO given to students at MSU.

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Introduction to SEO

  1. 1. Search Engine OptimizationLet’s get nerdyMatt GreenSEO Strategist, Ethical SEO Consulting @MChuckGreen
  2. 2. DOWNLOAD THIS DECK: @MChuckGreen
  3. 3. What is a Search Engine?Think of a search engine as a librarian that is responsible fororganizing EVERY BOOK ON EARTHAs the librarians of the web, search engines have a process bywhich they organize every page on the web.That process is their indexation algorithm. Search engine robotsuse the stipulations of the algorithm to crawl through websites andindex them in a useful way. @MChuckGreen
  4. 4. What is Search Engine Optimization (SEO)?The process of getting traffic from the “free,” “organic,” “editorial” or“natural” listings on search engines. @MChuckGreen
  5. 5. What is Search Engine Optimization (SEO)?All major search engines such as Google, Yahoo! and Bing have suchresults, where web pages and other content such as videos or local listingsare shown and ranked based on what the search engine considers mostrelevant to users.Payment isn’t involved, as it is with paid search ads. @MChuckGreen
  6. 6. Search Engine Results Page (SERP) @MChuckGreen
  7. 7. But, what does SEO look like in practice? @MChuckGreen
  8. 8. The job of a SEO is tooptimize a website so that it can be found in search results when users input queries for which that site provides answers.@MChuckGreen
  9. 9. The 2 areas where SEOs work: 1. On The Website (on-site optimization) 2. Off The Website (off-site optimization) @MChuckGreen
  10. 10. On-site OptimizationWhen we optimize a website for search engines, we are trying tomake it as easy as possible for the search engines to access andindex the various pages of the website according to relevance.@MChuckGreen
  11. 11. On-site Optimization ElementsPage TitlePage title as a human sees it: @MChuckGreen
  12. 12. On-site Optimization ElementsPage TitlePage title as a search engine sees it: More on page titles:
  13. 13. On-site Optimization ElementsMeta DescriptionMeta Description as a human sees it: @MChuckGreen
  14. 14. On-site Optimization Elements Meta Description Meta Description as a search engine sees it: More on meta descriptions:
  15. 15. On-site Optimization ElementsHeading Tags (H1, H2, etc)Heading Tags as a human sees them: @MChuckGreen
  16. 16. On-site Optimization ElementsHeading Tags (H1, H2, etc)Heading Tags as a search engine sees them: More on heading tags:
  17. 17. On-site Optimization ElementsPage ContentPage content as a human sees them: @MChuckGreen
  18. 18. On-site Optimization Elements Page Content Page content as a search engine sees it:@MChuckGreen
  19. 19. So the page is about spaghetti…now what?These elements are only a small piece of the optimization puzzle.If there are 1 million pages on the web that are all about “How tomake spaghetti”, the search engines need other signals to tell themhow those 1 million pages should be ordered in the SERPs.This is where off-site optimization signals comes in! @MChuckGreen
  20. 20. Off-site OptimizationPageRankEach search engine has it’s own way of measuring the importance ofpages.Google uses system called PageRank. Each page on the web has aPageRank, from 0-10. In general, the greater the PageRank of the pagewe want to rank highly for a given search phrase, the better. “PageRank is a link analysis algorithm, named after Larry Page and used by the Google Internet search engine, that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of "measuring" its relative importance within the set.”Fun Fact:The PageRank system was invented by Google co-founder Larry Page. While at Stanford, he wrote a paperon his PageRank idea, which has since shaped how we access the world’s information. You can read thatpaper here: @MChuckGreen
  21. 21. Off-site OptimizationHow is PageRank determined?PageRank is a reflection of the number and quality of the inboundlinks pointing at a particular web page.In general, the more inbound links and the higher the quality of thoselinks, the higher the PageRank will be. @MChuckGreen
  22. 22. Off-site Optimization In other words… Off-site optimization = ACQUIRING INBOUND LINKS (aka “Link Building”)@MChuckGreen
  23. 23. Off-site OptimizationWhat is a Link?A link (or hyperlink) is a reference to a page that a user can follow. Linkshelp search engines evaluate the content of different pages on the web.To a human, a link looks like this: @MChuckGreen
  24. 24. Off-site OptimizationWhat is an inbound link?A link that points at an external domain:@MChuckGreen
  25. 25. Off-site OptimizationWhat do inbound links communicate to searchengines?1.AuthorityThink of an inbound link to Site A from Site B as a Vote cast by Site B forSite A. This vote passes some of Site B’s authority to Site A.2. RelevanceThe 2 primary ways that search engines use links to determine therelevance of a site are the link’s anchor text, and the context surroundingthe link. @MChuckGreen
  26. 26. Off-site OptimizationThe Anatomy of a Link:@MChuckGreen
  27. 27. Off-site OptimizationHow do we build links?The best SEO’s are the best link builders. We can’t go to in-depth here,but here are the 2 basics ways to build links at the highest level:NaturallyPublish content, and hope other websites link to it.ManuallyFind places on the web where you can put a link to your site, and putyour link there. @MChuckGreen
  28. 28. When on-site and off-site optimization are done properly, you get: Higher organic rankings for relevant search phrases@MChuckGreen
  29. 29. For commercial enterprises this means more $$$$$ @MChuckGreen
  30. 30. And…more happy dances@MChuckGreen
  31. 31. Interested?• Learn SEO series from SEOmoz:• SEO Overview from SEJ:• Inbound Marketing Community,• My company’s blog:• My personal blog: @MChuckGreen
  32. 32. Really Interested? • Internet marketing jobs: • Career opportunities with my company: • Have questions for me? Email: Twitter: @MChuckGreen Google+: +MattGreen@MChuckGreen