Advanced SEO: How Search Works


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In this "roll up the sleeves" webinar, we go behind the scenes to learn how search engines index and organize the web and show why the principles of SEO we discuss in other webinars actually work based on the activities of search engines.

More importantly, we tie this all back into your business, and discuss how an understanding of the web and search translates into an effective web site for your company.

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Advanced SEO: How Search Works

  1. 1. Advanced SEO: How Search Works Hall Web Services
  2. 2. It Starts With the Internet.
  3. 3. How Web Pages Work Gimme! Okay!
  4. 4. How Search Changes Things “ gold fish” “ gold fish” -- I think I've heard of that before! Would one of these help? Let me see...
  5. 5. Here come... Spiders! I'm not as scary as I look...
  6. 6. Links Are Important I got my work cut out for me...
  7. 7. How Does It Rank?
  8. 8. Relevance What's on your site (content) Popularity What people say about you (links)‏ Thanks to Rand Fishkin:
  9. 9. The Big Picture You are here
  10. 10. You don't need to be #1 for everything. You need to be #1 for what matters.
  11. 11. A Review of SEO Best Practices <ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>Page Names with Keywords in Them </li></ul></ul><ul><ul><li>Text Based Navigation Links </li></ul></ul><ul><ul><li>Unique and Descriptive Page Title Tags </li></ul></ul><ul><ul><li>Descriptive Heading Tags </li></ul></ul><ul><ul><li>Meta Information with Keywords in Them </li></ul></ul><ul><ul><li>Descriptive Image Alt Tags </li></ul></ul><ul><ul><li>Linking to other Documents </li></ul></ul>
  12. 12. Why? <ul><li>So Search Engines Can Easily: </li></ul><ul><ul><li>Figure out what your site is about </li></ul></ul><ul><ul><li>Determine what content is more important </li></ul></ul><ul><ul><li>Understand how documents relate to another </li></ul></ul><ul><ul><li>See how you relate to other sites on the 'net </li></ul></ul>
  13. 13. Speed Bumps and Road Blocks Argh! Again, thanks to Rand Fishkin:
  14. 14. <ul><li>Javascript </li></ul><ul><li>Unneeded code </li></ul><ul><li>Bad SEO best practices </li></ul><ul><li>Image based links </li></ul><ul><li>Variables in Links </li></ul>Speed Bumps
  15. 15. <ul><li>Flash </li></ul><ul><li>Links Behind Forms </li></ul><ul><li>Robots Block All </li></ul><ul><li>No Follow </li></ul>Road Blocks
  16. 16. Other Bad Stuff <ul><ul><li>White image/white background </li></ul></ul><ul><ul><li>Showing one thing to spiders, another to users (cloaking)‏ </li></ul></ul><ul><ul><li>Duplicate content </li></ul></ul><ul><ul><li>Abusive use of keywords </li></ul></ul><ul><ul><li>Linking to nasty sites </li></ul></ul><ul><ul><li>Spyware and malware </li></ul></ul>
  17. 17. Re-cap Photo: Describe what you are Be unique Follow the rules Link and link alike Get professional help Don't panic! mm...
  18. 18. Learn More! <ul><li>Free Site Analysis: </li></ul><ul><li>SEO Vision Blog - </li></ul><ul><li>SEO Audio Podcast – </li></ul><ul><li>Webinars – </li></ul><ul><li>Follow Hall on Twitter - Hall_Web </li></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB)‏ </li></ul>= Free Professional Look at Your Website