Search Engine Optimization: Not Just For Nerds and Shysters
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An introductory presentation for Red River College students about what Search Engine Optimization is and isn't and how SEO, and more broadly search engine marketing, is evolving as a marketing discipline.
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Search Engine Optimization: Not Just For Nerds and Shysters
- 1. Search Engine Optimization Not Just for Nerds and Shysters Brought to you by: Matthew Shepherd Dotdynamic Inc.
- 2. SEO
- 4. Ummm... change that 302 to a 301 permanent redirect in your .htaccess....k?
- 5. SEO
- 7. SEO
- 8. IS NOT
- 9. DEAD
- 10. SEM
- 11. Marketing
- 13. How (Google) Search Works Matt Cutts of Google https://www.youtube.com/watch?v=BNHR6IQ JGZs
- 14. How a PageRank Works
- 15. How SEOs Used to Work
- 16. What Changed?
- 17. The Future of SEO Wil Reynolds of SEER Interactive Real Company S@*# https://www.youtube.com/watch?v=nMADOL cArUs
- 18. The Future of SEO http://rcs.seerinteractive.com/
- 19. Audit Annie Cushing’s SEO Audit Checklist http://bit.ly/audit-checklist
- 20. On Page • Research your keywords (Adwords, Ubersuggest) • Are they on the page?! • Is this content actually useful to anyone....really?!!! • Title and Meta Description. Get your message across in the search results.
- 21. On Page Google Plus Authorship
- 22. Technical
- 23. Technical • Learn how to spot and deal with duplicate content. • You can load your site from www.mysite.com and www.mysite.com/index.php? #FAIL
- 25. Technical • .htaccess file, different types of redirect, including 301 and 302. • Robots.txt it’s what tells search engines what they should and shouldn’t look at. • Learn about canonical URLs
- 26. Analytics • Do you know where your traffic is coming from? • What keywords drive traffic? • Are you measuring conversions? • Google Analytics & Google Webmaster Tools!
- 27. Link Building • Google wants you to earn links organically by creating fantastic content! • Back in the real world we pitch content and promote ourselves. • Modern link builders are masters of digital PR.
- 28. Resources Sooooooooooooooo Many! • http://www.seomoz.org/blog • http://www.seomoz.org/beginners-guide-to-seo • http://www.distilled.net/blog/ • http://www.seerinteractive.com/blog/ • http://www.quicksprout.com/the-advanced- guide-to-seo/
- 29. Thank You CreComm! Matthew Shepherd matthew@dotdynamic .ca www.dotdynamic.c a Matthew Shepherd Online Marketing Consultant www.dotdynamic.ca matthew@dotdynamic.ca 204-296-2562 @MatShepSEO
Editor's Notes
- In a nutshell what is SEM and SEO A little SEO history How SEO has changed in the past few years Some SEO basics that all marketers should know Point to some training resources The storyYou might know SEO as this, and this is why, and this what happened to change things, and now things are getting better, and the truth is SEO basics still work to get you ahead, so if you are involved in online marketing you should know them or know when to seek help. The SEO industry need people like crecomm grads to put the marketing back in search engine marketing.
- What do you think of when someone talks to you about SEO?
- Some of you might think about this guy?
- Some of you maybe will think of this guy?
- Search Engine Optimization is a catch all term for processes that set out to ensure search engines are effectively finding your website’s content, understanding what keywords that content relates to, and ranking that content as high as possible in the list of search results for those keywords. Most SEO efforts focus on Google and in that context SEO is the process of trying to convince an unknown algorithm that judges every page on the internet using over 200 partially known factors that a piece of content is the most relevant piece of content for as many relevant keywords as possible…with the end goal of driving traffic and making clients money.
- Site traffic after Dotdynamictechnical SEO audit and implementation of recommendation.
- In the eyes of Google SEO is really about technical site optimization and creating a good user experience.
- SEO has a bit of a PR problem. The truth is we in the SEO industry need to do a better job to start talking about SEO more broadly as search engine marketing. As now more than ever this is a marketing discipline.
- We are marketing a business through online mediums, we are trying to communicate the value of a business and increase brand exposure through content marketing, PR and technical know how.The future of SEO is the hands of real marketers.
- And this is why I’m here talking to you today. The fact is more and more employers want their marketers to have a solid knowledge of online marketing which often includes SEO. I’d love to see some of you here today become search marketers, it’s a booming industry and there are so many specialties within SEM you will never be bored. For those of you who don’t commit to the best profession in the world the key is to know enough to cover the basics and to know when to seek help.
- Listen to Tiny Matt Cutts. He’s more than just a Google Engineer, he’s the head of Google’s web spam team and when this guy talks most SEOs listen.Search Google’s index of pages they can findSearch engines follow linksLook for pages that include search termsIn TitleIn URLDirectly adjacentSynonymsMore than 200 questionsPagerank – How many outside pages point at the page and how trustworthy are those sites?
- How a Search Engine WorksPagerank : Important pages on the internet tend to be those with the most links to them.Link juice: Pagerank passed through a follow link.Pagerank/link juice trickles down through pages
- This is how a lot of SEOs used to work and rightly or wrongly some still do.Automated Software SENuke, Ultimate Demon, Scrapebox...the list goes on.Get as many links to the site as quickly and as cheaply as possible....and it worked for a long time. Now it’s a dangerous way to do SEO.
- What changed...Panda (Feb 2011) and Penguin (Apr 2012) algorithm updates hitPanda went after content farms, poor quality content, content with too many ads.Penguin went after unnatural link building practices.So the methodology of SEO has experienced a big shift in the past few years and for the better. Next going to look at the future of SEO. Video of Wil Reynolds. He’s the founder of SEER Interactive in my opinion one of the leading search marketing firms in North America. This video summarises where SEOs now need to be focusing their efforts.
- RCS –Real Company (Shit) StuffCreative Ways to Do the Stuff Businesses have ALWAYS DONEOffer fantastic customer experience your customers will talk about you online.Create real high quality resources for an existing online audience and it will attract links.Run events.Sponsor organizations and causes participate in your community .
- RCS –Real Company (Shit) StuffCreative Ways to Do the Stuff Businesses have ALWAYS DONEOffer fantastic customer experience your customers will talk about you online.Create real high quality resources for an existing online audience and it will attract links.Run events.Sponsor organizations and causes participate in your community .
- bit.ly/audit-checklist
- Title less than 55 charactersDescription less than 160 charactersAdwords keyword toolUbersuggest
- Learn how to connect authorship to the content you create online.https://plus.google.com/authorship
- Know where to look for server speed issues – Google Page speed serviceGoogle Analytics
- Google PlusWebmaster Forumhttp://www.seomoz.org/bloghttp://www.distilled.net/blog/http://www.seerinteractive.com/blog/http://www.seomoz.org/beginners-guide-to-seohttp://www.quicksprout.com/the-advanced-guide-to-seo/