Everything You Need to Know about SEO
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A look at everything you need to know about Search Engine Optimization (SEO). A presentation given by Naoise Osborne at Journée Infopresse in Montreal on Oct. 15th 2009.
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Everything You Need to Know about SEO
- 1. INTERACTIVE STRATEGY - 55, AV. MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM Search Engine Optimization: Everything You Need to Know about SEO
- 3. Marketing | Product Expertise, Keyword Research, Promo INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 4. Editorial | Keywords to Content, Content to draw links INTERAE STRATEGY – CTIV NVISOLUTIONS.COM
- 5. Webmasters | Link Tech, Sitemaps, Publishing, etc... INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 6. SEO :: Inter-department Coordination, Strategy, Reporting INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 7. EVERYBODY NEEDS TO GET THE SEO BASICS AND SEE THE SEO BIG PICTURE
- 8. What does EVERYBODY need to get? INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 10. Information Architecture | Content Grouping Similar pages link to other similar pages with breadcrumb and category-specific navigation links present at each level INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 11. Information Architecture | Interlinking Each group of content links heavily to similar content and sparsely to other on-site content that is less similar INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 12. Ranking Targets | Frequency Mirrors Hierarchy INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 13. Information Architecture | Mapping Keywords to Levels Optimize pages higher up for more competitive keywords INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 14. ROLES AND THE SEO WORKFLOW
- 16. Keyword Research | Start Short & Think Laterally INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 17. Keyword Research | Build Long Lists with a Narrow Focus INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 18. Keyword Research | Dig Down & Identify Searcher Intent INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 21. Editorial’s Role | Page Title, <title> tag, and Interlinking INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 26. Reporting & Evaluating | Non-Paid, Non-Branded Traffic Trends INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 30. A CHEAT-SHEET FOR: Indexation and PageRank control methods Contact [email_address] for a PDF INTERACTIVE STRATEGY – NVISOLUTIONS.COM
- 31. Link Juice and Indexation Cheat Sheet: Tag/Command Indexation Link Juice Robots.txt (file in root of site) EG: Disallow: /news/pdf-copies/ Stops pages or directories from appearing in Search Engine indexes – (except ‘uncrawled references’ ) Pages ‘blocked’ by robots.txt can still accumulate link-juice, but cannot pass it Block what you don’t want indexed: Session IDs / dupe URLs: Disallow: *partner=* Entire directories: Disallow: /news/pdf-copies/ Internal SERPs: Disallow: *car-search-query=* External affiliate links: Disallow: *redirect.cgi* If excluded pages have external links, expect 'URL-only' listings: No title, snippet, size or cache. For no listing at all, allow bots & use Meta noindex On-Page Meta No-Index (<head> of page) EG: <meta name=“robots” content=“noindex”> Stops the page from appearing in Search Engine indexes entirely The page can still accumulate and pass link-juice You may want to use Meta Noindex if: you can’t alter your robots.txt, or if robots.txt standard is not flexible enough, or if you don’t want URL listings
- 32. Link Juice and Indexation Cheat Sheet: Rel=nofollow (in an <a href> link) EG: <a href=“http://non-trusted-site.com” rel=“nofollow”> Stops spiders from following a specific link. They don’t crawl or discover through nofollow links. Stops Link Juice from flowing through a specific link Can be used from one domain to another when a link does not imply trust. Lots of controversy recently on its use within a domain to ‘sculpt PR flow’ 301 Redirection (many types of implementation) EG: redirect /old/page.php /new_page.php [301, permanent] Spiders follow redirect and discover new pages Search Engines transfer link juice from old pages to new pages If any URLs change, this is the best way to shift link juice from old to new. 301s are the only way to transfer link juice from one domain to another. Tag/Command Indexation Link Juice On-Page Meta No-follow (<head> of page) EG: <meta name=“robots” content=“nofollow”> Stops spiders from following the links on the page (which may still get indexed via other links) The pages can still accumulate link-juice (and rank), but can’t pass it on You may wish to nofollow an entire page like a list of paid sponsors.
- 34. OUR WEBSITE: NVISOLUTIONS.COM NVI BLOG EN: NVISOLUTIONS.COM/BLOG NVI BLOG FR: GO-REFERENCEMENT.ORG EMAIL ME: [email_address] FOLLOW ME ON TWITTER @NAOISEOSBORNE Thank you! Keep up with NVI. INTERACTIVE STRATEGY – NVISOLUTIONS.COM