Seo Fundamentals

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Presentation on the Fundamentals of SEO given to the Twin Cities Web Design & Standards Meetup group, October 30 2008

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Seo Fundamentals

  1. 1. SEO/SEM: The Fundamentals Joseph C Dolson Twin Cities Web Design and Standards October 30, 2008 http://www.joedolson.com
  2. 2. Three Basic Areas <ul><li>Local Optimization </li></ul><ul><ul><li>Clear Human/Robot communication </li></ul></ul><ul><li>Promotion </li></ul><ul><ul><li>Link building and marketing </li></ul></ul><ul><li>Measurement </li></ul><ul><ul><li>Analytics and adaptation </li></ul></ul>
  3. 3. Humans vs. Search Engines <ul><li>Read and understand text </li></ul><ul><li>Are mostly unaware of HTML </li></ul><ul><li>Take actions based on what is available and interesting to them </li></ul><ul><li>Purchase products, etc. </li></ul><ul><li>Read and index text </li></ul><ul><li>Read and understand HTML </li></ul><ul><li>Take all actions available to them </li></ul><ul><li>Send prospective customers based on their analysis of your text. </li></ul>
  4. 4. Search Engines are Autistic Search engines have an incomplete understanding of your web site. They can understand what you've put there; but they have little idea of your intentions. Search engines look for patterns.
  5. 5. Promotion with Value <ul><li>For People: </li></ul><ul><ul><li>Piques their interest </li></ul></ul><ul><ul><li>Sells products </li></ul></ul><ul><ul><li>Builds your brand </li></ul></ul><ul><li>For Search Engines </li></ul><ul><ul><li>Increases visibility </li></ul></ul><ul><ul><li>Builds roads </li></ul></ul><ul><ul><li>Builds history </li></ul></ul>
  6. 6. Measuring Success <ul><li>This is critical: </li></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Profit </li></ul></ul><ul><ul><li>Sales pathways </li></ul></ul><ul><li>This isn't: </li></ul><ul><ul><li>Rankings </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>“Hits” </li></ul></ul><ul><ul><li>Ad clickthroughs </li></ul></ul><ul><li>These items should only be analyzed in relationship to critical success metrics, never by themselves. </li></ul>

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