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SEO
                          How to buzz with




Montag, 17. August 2009                      1
Montag, 17. August 2009   2
agenda
                    • fundamentals
                    • keywords
                    • offs & ons
                ...
agenda
                    • fundamentals
                    • keywords
                    • offs & ons
                ...
fundamentals
                    • Search Engines
                     • History
                     • Technique
        ...
Search Engines: History
          1994

         - Y2K

           1999           1998, Brin & Page, Stanford Uni:
       ...
Technique

  Crawler /
                           Index      Frontend
 Bots / Spider




Montag, 17. August 2009          ...
Technique
            Frontend



                          Index
Crawler / Bots /
    Spider




Montag, 17. August 2009 ...
Montag, 17. August 2009   9
Who Cares




Montag, 17. August 2009               10
SERPs
         Ranking Factors
           natural link structure
            age & link quality
            PageRank




M...
Catalogues

                    • DMOZ / ODP - Open Directory Project
                    • local / niche catalogues
     ...
agenda
                    • fundamentals
                    • keywords
                    • offs & ons
                ...
Keywords

                    • Brainstorming
                    • Databases
                    • Keyword Evaluation


M...
Brainstorming

                    • it‘s not important what you would search
                          for
              ...
Databases

                    • Once more: Google ;-)
                     • Google Adwords Keywordtool
                 ...
Adwords KW Tool




Montag, 17. August 2009                     17
Google Trends




Montag, 17. August 2009                   18
commercial providers

                    • SISTRIX Toolbox
                    • Searchmetrics SEO Suite
                ...
agenda
                    • fundamentals
                    • keywords
                    • offs & ons
                ...
On Page
                          •   Domains / Hosting

                          •   Site Structure

                   ...
Domains / Hosting

                          • choose domain wisely
                          • TLD - country specific
    ...
Site Structure

                    •     Title Tag

                          •   <title> olé olé </title>

             ...
Site Structure
                    •     Heading

                          •   <h1> We rule! Wohooo! </h1>

             ...
Site Structure
                    •     Keyword Density

                          •   frequency of keywords in relatioin...
Site Structure
                    •     URI

                          •   Unified Ressource Identifier

                  ...
Site Structure
                    •     internal linking

                          •   don‘t use „here“ as link text - u...
Off Page

                    • Links for Ranking
                    • Evaluation of Links
                    • more off...
Links for Ranking
                    •     Page Rank

                          •   recommendations rule

               ...
Evaluation of Links
                    •     Relevance (topic related)

                    •     Position on site (heade...
more...

                    • Link buying
                    • Link renting
                    • Linkbaiting


Montag, ...
agenda
                    • fundamentals
                    • keywords
                    • offs & ons
                ...
crystal ball
                    • search engines develop
                     • google‘s testing new algorithm right now
...
Important Guideline
                                                              don‘t suck!*

                          ...
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SEO for beginners

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Very very basic guide for beginners

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SEO for beginners

  1. 1. SEO How to buzz with Montag, 17. August 2009 1
  2. 2. Montag, 17. August 2009 2
  3. 3. agenda • fundamentals • keywords • offs & ons • crystal ball Montag, 17. August 2009 3
  4. 4. agenda • fundamentals • keywords • offs & ons • crystal ball Montag, 17. August 2009 4
  5. 5. fundamentals • Search Engines • History • Technique • Who cares • Web Catalogues Montag, 17. August 2009 5
  6. 6. Search Engines: History 1994 - Y2K 1999 1998, Brin & Page, Stanford Uni: The Anatomy of a Large-Scale Hypertextual Web Search Engine 2009 Market Share (D.A.CH): > 90 % Montag, 17. August 2009 6
  7. 7. Technique Crawler / Index Frontend Bots / Spider Montag, 17. August 2009 7
  8. 8. Technique Frontend Index Crawler / Bots / Spider Montag, 17. August 2009 8
  9. 9. Montag, 17. August 2009 9
  10. 10. Who Cares Montag, 17. August 2009 10
  11. 11. SERPs Ranking Factors natural link structure age & link quality PageRank Montag, 17. August 2009 11
  12. 12. Catalogues • DMOZ / ODP - Open Directory Project • local / niche catalogues • take care - evaluate faithfully • bad neighbourhood is - well - bad ;-) Montag, 17. August 2009 12
  13. 13. agenda • fundamentals • keywords • offs & ons • crystal ball Montag, 17. August 2009 13
  14. 14. Keywords • Brainstorming • Databases • Keyword Evaluation Montag, 17. August 2009 14
  15. 15. Brainstorming • it‘s not important what you would search for • you need to figure out what customers are looking for Montag, 17. August 2009 15
  16. 16. Databases • Once more: Google ;-) • Google Adwords Keywordtool • Google Trends • or commercial providers Montag, 17. August 2009 16
  17. 17. Adwords KW Tool Montag, 17. August 2009 17
  18. 18. Google Trends Montag, 17. August 2009 18
  19. 19. commercial providers • SISTRIX Toolbox • Searchmetrics SEO Suite • .... Montag, 17. August 2009 19
  20. 20. agenda • fundamentals • keywords • offs & ons • crystal ball Montag, 17. August 2009 20
  21. 21. On Page • Domains / Hosting • Site Structure • Topicality • URI • Internal Linking • DC - Duplicate Content Montag, 17. August 2009 21
  22. 22. Domains / Hosting • choose domain wisely • TLD - country specific • also own typos! • choose reliable hosting provider Montag, 17. August 2009 22
  23. 23. Site Structure • Title Tag • <title> olé olé </title> • describe what‘s it all about • not more than 3 keywords (if possible) • „Keyword 1 Keyword 2 at sitename.com“ Montag, 17. August 2009 23
  24. 24. Site Structure • Heading • <h1> We rule! Wohooo! </h1> • <h1> - <h6> • Meta Tags • Part of a lot of myths ;-) • don‘t matter that much nowadays • don‘t believe everything - tags like <PR = 10> are stupid bull..it =) • description tag makes sense • tags for local identification should be used too Montag, 17. August 2009 24
  25. 25. Site Structure • Keyword Density • frequency of keywords in relatioin to content on site • was important in the old days • today: write content for people, not for robots • avoid „keyword stuffing“ (not more than 5 - 7 %) • you don‘t have to count, there are tools for checking kw density =) • Topicality • sites that are updated regularly will be found more easily • Blogs.Yeah! =) Montag, 17. August 2009 25
  26. 26. Site Structure • URI • Unified Ressource Identifier • www.ambuzzador.com/knowhow/seorules • don‘t change! • talking URIs (ambuzzador.com/seo is cooler than ambuzzador.com/123/ uil39/ixpd.xps) • use - • don‘t use parameters & session id‘s (mod rewrite!) Montag, 17. August 2009 26
  27. 27. Site Structure • internal linking • don‘t use „here“ as link text - use meaningful link text • use alt-tags for pictures and media • broken wings links • check your links once in a while - important! • Navigation • use html! don‘t mess around with javascript, pictures, flash... • css is fine & breadcrumbs are tasty! • Sitemaps - yay! • DC is bad! Montag, 17. August 2009 27
  28. 28. Off Page • Links for Ranking • Evaluation of Links • more off page Montag, 17. August 2009 28
  29. 29. Links for Ranking • Page Rank • recommendations rule • recommendations are evaluated • Link-, Domain & IP Popularity • outdated - manipulation • not exact • Authority / Hilltop • Experts link to a lot of relevant pages • Authorities receive a lot of links from experts • Link Text Montag, 17. August 2009 29
  30. 30. Evaluation of Links • Relevance (topic related) • Position on site (header, content, sidebar, footer, ...) • Age • Amount of outbound links • Inheritance (no follow, robots.txt) • Site Quality Montag, 17. August 2009 30
  31. 31. more... • Link buying • Link renting • Linkbaiting Montag, 17. August 2009 31
  32. 32. agenda • fundamentals • keywords • offs & ons • crystal ball Montag, 17. August 2009 32
  33. 33. crystal ball • search engines develop • google‘s testing new algorithm right now • semantic web is coming! • live search becomes more important • search engines will implement more services Montag, 17. August 2009 33
  34. 34. Important Guideline don‘t suck!* :-) * Avinash Kaushik, Webevangelist Google inc. Montag, 17. August 2009 34

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