This is the presentation that went along with the seminar that I gave on SEO. It showed you how to research your keywords, make your web site search engine friendly, optimize content for your target keywords, and other techniques to get your site noticed by Google and other search engines. It was presented on June 22, 2012 at the Iceberg in Fayetteville, AR.

1. BlueZooWebsites.com
Twitter.com/ccondray
6/22/2012

2. This presentation might
already be obsolete!

3. No SEO Silver Bullet
4

4. Many Signals Considered By
Google
 Depending on who and
when you ask, Google
monitors between 200 and
10,000 signals
 Each signal has a different
importance
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5. Search Engine Market Share
Google
All Other
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6. Basic Unit is the Keyword
 Search engines prioritize
based on keywords
 Google Hot Searches
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7. Major Effects On Your
Site’s Google Rank
 On Page Factors
 Off Page Factors
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8. A Brief History of SEO
 1st Generation Google
Algorithm: Links
 Unethical marketers or
Black Hat SEO marketers
would create sites with
nothing but links to hack
the system.
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9. A Brief History of SEO
 2nd Generation Algorithm:
Links + Content
 Black Hat SEOs practiced
“keyword stuffing” and hid
invisible keywords to improve
ranking.
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10. 11

11. On Page Factors – Content
 Content is king!
 Google is designed to get
good content to searchers
 Does your site make it easy for
search engines to find your
content?
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12. On Page Factors – Content
 Research keywords
 Google AdWords Keyword
Tool
 Keywords in main content
 “Keyword density” concerns
are overrated and too
complicated
 Include keywords in a natural
manner
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13. Content In Keywords – Missing
Opportunity
 This site is about keyword.
 It is a very interesting topic.
 Here is fact 1 about it.
 Second, is fact 2 about it.
 Finally, there is fact 3 about it.
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14. Content In Keywords – Overuse
Example
 This site is about keyword.
 Keyword is a very interesting topic.
 Here is fact 1 about keyword.
 Second, is fact 2 about keyword.
 Finally, there is fact 3 about keyword.
 Can be potentially penalized for “keyword stuffing.”
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15. Content In Keywords – Good
Example
 This site is about keyword.
 It is a very interesting topic.
 Here is fact 1 about it.
 Second, is fact 2 about keyword.
 Finally, there is fact 3 about it.
 Multiple uses but still “natural”
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16. On Page Factors – Avoid Thin
Content
 Posts should be longer than
100 words to avoid “thin”
penalty
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17. On Page Factors – Engagement
 How engaging is the content?
 Tracking occurs though
Google Analytics and Google
and Bing toolbars
 Number of pages
 Time on site
 Bounce rate
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18. On Page Factors – Updates
 Consistent updates
 When was the last time you
site was updated?
 Weekly updates a good rule
of thumb
 Blogs are good format for this
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19. On Page Factors – Freshness
 If there is a sudden spike in
searches for a particular term,
Google, will look for fresh
content to serve around that
term
 You might get lucky and have
the fresh content that Google
is looking for a little while
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20. 21

21. Title
On Page Factors – Visible
Header
Main
Content
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22. On Page Factors – Visible
 Title
 Most important factor considered
 Header
 Breaks pages up into logical sections for the search
engines
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23. On Page Factors – Under The Hood
 Meta tags:
Description
 160 characters is a
standard length
 Shows up as site
description in
Google results
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24. Aside: Search Engine Results
From the Title
tag (68
characters)
From the Meta
description- maybe
(~170 characters)
Search
term is
bolded
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25. Google Meta Description
Guidelines
 Have a different description for each page
 Include clearly tagged facts in the description not in
the title
 Programmatically generate descriptions (but not
“spammy”)
 Use quality descriptions that represent what’s on the
page
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26. On Page Factors – Under The Hood
HTML
 Meta tags: Keywords
 Surprisingly, the
keywords meta tag
is not important
anymore
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27. On Page Factors – Site Structure
 Indexability
 Does all the content have a
public link?
 Site maps are good to make
sure everything is visible
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28. On Page Factors – Site Speed
 Load speed
 How fast does your site come
up?
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29. On Page Factors – Keywords in
URLs
 Keywords in URLs
 Use this format: http://mystore.com/hats/fedora-
brown
 Not this format:
http://mystore.com/product_number=1234
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30. Other On Page Factors
 Age of site
 Know that you want a
site? Get the domain and
put something there
until you’re ready to
build.
 Research first if possible
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31. 32

32. Off Site Factors - Links
 Quality
 Links from respectable
(e.g. CNN.com) sites are
best.
 Google has been
aggressively targeting “link
farms”
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33. Anchor Text
 This is the anchor text. Put
your keywords here.
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34. Off Site Factors - Links
 Quantity
 Linkbaiting – content
designed to go viral
 Be careful with automated
link building software
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35. Good Sources of Backlinks
 Social Media
 Social Bookmarking
 Forum posts
 Comments
 Internet directories
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36. Off Site Factors - Social
 Reputation
 Twitter site with lots of
follows vs. few followers
 Spam accounts are easy to
spot
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37. Off Site Factors - Social
 Sharing
 Participation in social media
is a must to be noticed by
search engines.
 Google +1 Everything!
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38. Other Offsite Factors
 Google Plus Pages
 Backlinks to your
backlinks
 Continuous backlink
building
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39. Off Site Factors - Trust
 Authority
 Combination of factors.
 Why is CNN.com
authoritative but
JoeBlowsWebsite.com
not?
 Site history
 Have you changed
format, posting
frequency, topics?
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40. Off Site Factors - Personalization
 Country
 US Football vs. UK Football
 Location
 Have you registered your
Google Place?
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41. Off Site Factors - Personalization
 Search History
 Have you +1ed a site recently? It will show up
higher in search results
 Social Connections
 Who are your friends on social media networks?
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42. 43

43. Search Engine Spam Penalties
 Thin content
 Random sentences with
prime keywords in it
 Keyword Stuffing
 Including keywords dozens
of times in main content
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44. Search Engine Spam Penalties
 Hidden text
 White text on a white
background
 Cloaking
 Showing a different site to
people and search engines
 Link spam
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45. Link Spam
 Off-topic or trivial comments
“Wow, fantastic blog layout!
on forums and sites with the How lengthy have you ever
URL filled out. been blogging for? you
make running a blog look
easy. The total glance of
your website is magnificent,
as neatly as the content!”
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46. Blocking
 Personal blocking
 From individuals
 Trust blocking
 Based on the actions of many
people
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47. 48

48. The Future of SEO
 Links will be less emphasized
and social sharing will
become more important.
 Compelling content is always
in style.
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49. 50

50. SEO Walkthrough
 High Traffic
 Google Keyword Tool
shows monthly
searches
 Low Competition
 Estimate by number of
Google Search results
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51. SEO Walkthrough
 Find keyword interest and alternate keywords: Google
AdWords Keyword Tool
 Find current rank: Google search on keywords
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52. Other Information You Might Have
 Web logs
 Google Analytics
 Google Webmaster Tools
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53. Estimate Engagement
 Bounce rate
 Time on site
 Social likes
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54. On Site Factors Checklist
 Keywords in:  Keywords in meta tags:
 Main content  Description
 Title  Keywords
 Headers
 URL
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55. On Site Factors Checklist
 Length of content
 Frequency of new content
 Indexability
 Sitemap
 Social sharing buttons
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56. On Site Factors Checklist
 Engagement
 Number of pages
 Time on site
 Bounce rate
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57. On Site Factors - Speed
 Speed Testing Tools
 Pingdom
 Browser Plugins
 PageSpeed
 Yslow
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58. Links
 In your social media profiles
 Authoritative Sites
 Chamber websites, newspapers, local blogs, TV and
radio station sites, etc.
 Google Page with your address?
 Yelp
 YP.com
 Bing
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59. Off Site Factors
 Backlink Information
 Majestic SEO
 Google Webmaster Tools
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60. SEO Competition
 Do the previous steps for the
top ranking site in the
keywords your trying to
optimize for
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62. BlueZooWebsites.com
Twitter.com/ccondray
6/22/2012