This document provides an overview agenda for an SEO training covering topics such as search engine philosophy, on-page and off-page optimization factors, measurement and analytics, vertical search and local SEO, and content planning. The agenda includes sections on search engine updates, indexation challenges and solutions, major on-page and off-page ranking factors, using analytics tools to measure SEO, techniques for large and small sites, and generating useful content. The training aims to explain modern search engine operations and how to best approach SEO through an understanding of key algorithms and metrics.

1. Introduction to SEO

2. • Philosophy & Approach
• Modern Search Engines
• Indexation: Roadblocks & Fixes
• On-Page vs. Off-Page
• On-Page Factors: Deep Dive
• Off-Page Factors: Deep Dive
• Measurement & Metrics
• SEO For Large & Small Sites
• Vertical Search & Local SEO
• Content Planning
• Making Websites Sing
Agenda

3. Channel Suggestions
Philosophy & Approach

4. What Is SEO?
Manipulate content so that exposure via search is
increased for relevant queries.

5. Why Do SEO?
Helping to Organize The Web
Proven Results
Profit

6. Modern Search Engines

7. Modern Search Engines
Strong
Anti-Spam
Technology
Sophisticated
Algorithms
Vast
Indices

8. Google’s Motivations
Provide A Positive User Experience

9. Google’s Motivations
Understand & Organize Web Documents

10. Google’s Motivations
Profit

11. How Should We Approach This?
Reverse Engineering – Useful up to a point

12. How Should We Approach This?
Trend Research

13. How Should We Approach This?
Projection

14. Newer Factors
Brand Importance

15. Newer Factors
Social Prominence

16. Major Search Engine Updates: Everybody Panic!
There are lots of updates (20+ daily),
please stop panicking

17. Major Updates: They are Published
Updates are published –
insidesearch.blogspot.com

18. Channel Suggestions
Indexation: Roadblocks & Fixes

19. Robots.txt
Very Dangerous / Useful

20. Robots.txt
Use robots.txt to restrict crawlers, and inform them of
your sitemap.xml file location. Read more at robotstxt.org

21. Crawlability - Sitemaps
Browsable Sitemaps

22. Crawlability – XML Sitemaps
Sitemap.xml (get one)
See SiteMaps.org for more info...

23. Crawlability – Advanced Technique: Segmented Sitemaps
Sitemap Segmentation
SitemapIndex.xml
SiteSection1.xml SiteSection3.xml
SiteSection2.xml SiteSection4.xml

24. On-Page vs. Off-Page

25. On-Page Factors

26. On-Page Factors (There’s a few)
Meta Descriptions H-Style Headers
Efficient Cross-Linking Page SpeedInternal Anchor Text
On-Page Copy URL NamesAlt Tags Canonical Errors
OpenGraph iFrames
URL
Legibility
Unique
Content
Flash
Compliance
Video
Compliance
Title Tags

27. Title Tags / Meta Descriptions
Should Contain Keywords & Call to Action
Should be under 70 or 170 characters, respectively
Title Tag
Meta Description

28. Internal Linking
Tuning Anchor Text
Effective Interlinking

29. Off-Page Factors

30. Get All the Links! (JK – Get good, relevant links)
PageRank is not a simple formula
Not all links are created equal

31. What NOT to do (and the exceptions)
Buying Links
Link Automation
Link Trading

32. Ok, Smarty-Pants… how do we get them?
Create Resources
Create & Share Good Content
Pay Attention to Design

33. Linkbait Example – PC Tools
Useful Easy On-Brand

34. Linkbait Example – XKCD Radiation Dose Chart
Informative Topical On-Brand

35. What NOT to do – Link Directories
Not Informative Not Topical Not On-Brand

36. Channel Suggestions
Measuring & Metrics

37. Using Google Analytics for SEO
Where we are vs. where we’re going

38. Using Google Analytics for SEO
Brand vs. Non-Brand

39. Limitations of Web Analytics for SEO
Backward Looking

40. Limitations of Web Analytics for SEO
Inconsistent Setup

41. Webmaster Tools
Great tools provided by Search Engines404 Errors Link Stats Index Stats

42. Third Party Tools - Basic
Track Ranking
Research
Links
Research
Competitors

43. Third Party Tools - Advanced
Report ROI
Advanced
Statistics
Custom
Reporting

44. Which one is right for me?

45. SEO for Large & Small Sites

46. Big Site Issues
Enable
Champions
Build Proof-Points Be Flexible

47. Small Site Issues
Work Smarter
Use Appropriate
Tools
Get Everyone
Onboard

48. Vertical Search & Local SEO

49. Vertical Search
Vertical Search is Growing… and Simple!

50. Vertical Search = Simpler Algorithms
What are the main features here that we can
take advantage of?

51. Content Planning

52. Content is Important
Content should be unique and informative
Also: topical and recent

53. User Generated Content aka Making My Job Easier
Free Content In Need of Guidance

54. User Generated Content Guidelines
URLs Should be Human-Readable
Content Should Not be Duplicated
Title Tags, Headers, and Meta Descriptions
Should be Mad-Libbed
Content Should Link Back to the Main Site

55. Targeted Content Site Examples
Mobilesecurity.com

56. Targeted Content Site Examples
Covers.com

57. Targeted Content Site Examples
SEOMoz.org (blogs and Q&A)

58. Making Your Sites Sing

59. quentin@roidna.com
Thank you!