Search Engine Optimization (SEO) Basics

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A short introduction to search engine optimization for beginners. This presentation seeks to survey PageRank, Meta/On-Page Elements, and Keyword Strategy.
Originally presented by Scott Bothel of FourTen Creative in an educational setting.

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Search Engine Optimization (SEO) Basics

  1. 1. Search Engine Optimization(SEO) Basics<br />Scott Bothel<br />FourTen Creative<br />fourtencreative.com<br />
  2. 2. Goals<br />Get found.<br />Compete.<br />Deliver organized and relevant content.<br />Topics Covered<br />Keyword Strategy<br />PageRank<br />Meta/On-Page Elements<br />
  3. 3. PageRankGoogle thinks you’re cool…<br />PageRank Is<br />A number from 1 to 10 as a measure of your website’s relative usefulness on the web.<br />Measured by a complex algorithm combining many top secret factors, the most important of which is backlinks.<br />PageRank Is Not<br />What determines your search result position.<br />The goal of SEO or Web Design<br />
  4. 4. PageRankThe magic algorithm…<br />Links are counted as votes.<br />The more votes, the higher the PageRank.<br />The higher the PageRank, the more important the vote.<br />Expressed as a Percentage, Decimal, or 1-10<br />
  5. 5. PageRankSo what…<br />Code Moment<br />The rel attribute – defines the link relationship.<br /><a href=“http://abc.com” rel=“nofollow”><br />Tells search engines not to count that vote.<br />Useful for managing PageRank leak and pointing internal authority towards your most productive pages.<br />
  6. 6. PageRankSo what…<br />The real goal – Search Engine Results Page<br />Your SERP Position is what makes people more likely to find you and makes you more competitive.<br />#1!<br />
  7. 7. SERPs<br />$<br />$<br />Combination of $ and Reputation<br />
  8. 8. Meta/On-Page ElementsWhat Search Engines see that you don’t…<br />Meta – Greek ‘along with’ or ‘self’<br />Metadata – Data about data.<br />Our Definition – Machine readable (indexable) bits of information about your webpage.<br />
  9. 9. Sample HTML Page<br />
  10. 10. Meta/On-Page ElementsWhat’s in your HEAD…<br />Meta Elements<br />Description– A short statement describing the content of the page which appears in SERPs.<br />Keywords – A list of concepts, topics, locations deemed relevant to the content of the page.<br />Title – (Not technically meta) The name of your website or page which appears at the top of the browser and in some SERPs.<br />URL – (Not technically meta) Your domain name and filename/folder structure combine to provide more clues as to content.<br />
  11. 11. Meta/On-Page ElementsWhat’s in your HEAD…<br />
  12. 12. Sample HTML PageAnother code moment…<br />
  13. 13. Meta/On-Page ElementsDoes a BODY good…<br />On-Page Elements<br />Heading Tags H1,H2,H3– Serve to organize your page into sections and define content on-page. You should have one H1 tag per page. <br />Paragraph Tags p – Sets off content as content. Given more weight on page than extraneous bits of text.<br />Image Alt Attributes alt= – Provides hints as to the content of the image for search engines and serves accessibility. <br />Link/Image Title Attributes title=– Provides hints to users and more keyword opportunities in search engines. <br />
  14. 14. Sample HTML PageAnother code moment…<br />
  15. 15. Keyword StrategyWhat’s the point…<br />Keywords as a strategy, not just meta.<br />Agreement– The strongest pages in search results demonstrate agreement between as many elements as possible.<br />Focus– Reduce the number of topics you seek to cover, create distinct pages for each.<br />
  16. 16. Keyword StrategyWhat’s the point…<br />Keywords as a strategy, not just meta.<br />Order– A well organized page is easier to read and the on-page elements contribute to search results.<br />Keep It Natural – Search engines have gotten good at detecting gaming of the system. Valuable content is rewarded. Average Keyword Density = 10%<br />
  17. 17. Sample HTML PageLet’s agree to agree…<br />
  18. 18. Goals<br />Get found.<br />Compete.<br />Deliver organized and relevant content.<br />Topics Covered<br />Create Value<br />Keyword Strategy<br />PageRank<br />Meta/On-Page Elements<br />
  19. 19. ExerciseLift those fingers…<br />Google your topic to determine the top websites.<br />View the Source Code. Observe the meta and on-page elements. What do you see?<br />Are these pages ‘clean’?<br />Check the PageRank prchecker.info<br />
  20. 20. ExerciseDo it yourself…<br />Give your site a twist or niche concept.<br />Choose a fictional domain name.<br />Choose keywords that include your niche and location.<br />Fill out the sample HTML page with your data.<br />
  21. 21. Search Engine Optimization(SEO) Basics<br />Scott Bothel<br />FourTen Creative<br />fourtencreative.com<br />

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