Seo Bootcamp for Small Buisinesses

Search Engine Optimization
(SEO)

What Is

Search Engine Optimization (SEO)

(And Why Should I Care?)

Quality vs. Quantity
How Many Convert?

Strategic SEO

What Are Your Goals?
Who Is Your Audience?
What Is Your Unique Advantage
(USP)?

Long-Tail
Or
Bestselling Blockbuster?

Did You Know

Most People Search
For At Least 3 Words

Most Searches
Are Unique

Keyword Rank No. Of Visits
1 11
2-6 5
7-8 4
9-15 3
16-40 2
40-401 1

Things To
Consider
Broad Topics vs. Narrow
Niche
Long-Tail vs. Blockbuster
Brand Names & Product
Names

Keyword Tools
Google Keyword Tool
Google Traffic Estimator
Google Insights for Search
Google Trends
Google Correlate
Google Global Market Finder
Google Suggest
Google Related Searches

Free Keyword Tools - The Ultimate
Guide
http://www.searchenginejournal.com/fr
ee-keyword-research-tools/8153/

Off-Site SEO
➢ Link Building
➢ Social Relevance

On-Site SEO
➢ Relevant Updated Content
(Keywords, Updates, Stickiness)
➢ Clean Code
➢ Speed and Usability

Link Building
➢ High Authority

Sites
➢ Vary Anchor Text
➢ Deep Linking

Directories

Sharable Content

Google Properties

Top 10 On-Site SEO Practices
On-Site SEO is the practice of
optimizing content and technology
within your own website so that it
ranks higher in search engines.

Main Areas of Practice
● Clean and Functional Code

● Optimized Content

● Stickiness and Usability

1) SEF URLs
(Search Engine Friendly Uniform Resource Locators)
2) 301 Redirects
3) Title & Description Tags
4) Keyword Spamming
5) Sitemaps
6) Robots.txt
7) H1 H2 tags and proper HTML formatting
8) Image use and alt tags
9) Text links with attributes
10) 404 (Page Not Found) Errors

SEF URLs
https://checkout.store.com/catalog/index.jsp?cat_id=1013
VS
http://wines.com/dry-red-wine/barkan-merlot-2004.php

General Rule:
What is Good For People Is Good For Search Engines

SEF URLs
● Use keywords in the domain, directory names
and filenames
● Do not use generic or structural words (catalog,
about-us)
● Have short content-related URLs
● Use lowercase URLS
● Do not mix www and non-www in internal links
● Google recommends that you punctuate with
hyphens (-) instead of underscores (_) in your
URLs

SEF URLs
● Be Aware of Problematic URLs
– Search Results
– Calendars
– Use cookies instead of session Ids

SEF URLs
● Check your site for broken URLs (links).
Test with GOOGLE WEBMASTER TOOL
https://www.google.com/webmasters/tools/

● Creating a Google-friendly URL structure:
● http://support.google.com/webmasters/bin/answ
er.py?hl=en&answer=76329

Webmaster Tools
www.google.com/webmasters/tools

SEF URLs & 301 Redirects
● Only have one Domain
– Use no follow links and 301 redirect
– Use Apache's htaccess guide
http://httpd.apache.org/docs/2.0/misc/rewriteguide.html

Guidelines for
Title & Description Tags

Guidelines for META Tags
<HTML>

<HEAD>
<META NAME="DESCRIPTION" CONTENT="PUT DESCRIPTION HERE">
<META NAME="KEYWORDS" CONTENT="GOOGLE DOESN'T USE KEYWORDS TAG">
<META NAME="ROBOTS" CONTENT="INDEX,FOLLOW">
<TITLE>
PUT YOUR TITLE HERE
</TITLE>
</HEAD>

<BODY>

</BODY>

</HTML>

Guidelines for
● Google uses title and description tags
– They do not say they use the keyword tag.
● Use keywords in tags but avoid keyword stuffing
● Use "Old Words"
http://www.useit.com/alertbox/search-keywords.html
● Be Descriptive and Accurate

META TAGS
google.com/support/webmasters/bin/answer.py?answer=79812

Guidelines for
● Title tag is used by Google for indexing
● Title tag is displayed in search results
● Each page title should be unique
● Site name should be secondary, if at all

TITLE TAG

Guidelines for
Avoid: <title>Home</title>
Better: <title>Webmaster Central home page</title>
Best:
<title>Search engine tips and tools for webmasters | Webmaster Central
home page</title>
To be avoided (may cause your site to be perceived as spam):
<title>Webmaster Central seo optimization search engine search engine
google web search google search results improve search results seo
optimize search searching serps</title>

TITLE TAG

Guidelines for
<META NAME="DESCRIPTION" CONTENT="">
● Description used by Search engines
● Should be no more than 150 characters, no less
than 70 characters
● Different descriptions for each page
● Use appropriate format
<meta name="Description" content="Author: A.N. Author,
Illustrator: P. Picture, Category: Books, Price: $17.99, Length:
784 pages">

“Word Spamming,” “Keyword
Stuffing,” “Keyword Density”
Best strategy: Write good relevant content for humans
● Be aware of single keywords and keyphrases of two or
three terms
● Keyword Density should not exceed 6%
● Online Tools
– http://www.linkvendor.com/seo-tools/keyword-
density.html
– http://www.keydensity.com/
– http://www.keyworddensity.com/

Webmaster Tools: Sitemaps
● Text file called sitemap.xml in your root
directory
● A list of URLs or sitemaps
● Specify all URLs using the same syntax
● Do not include session IDs in URLs
● Do not include URLs of images

http://www.google.com/support/webmasters/bin/topic.py?topic=8467

Definitions for each URL in a Sitemap
● Location (URL)
● Time it was last modified
● How often it is updated
● Priority


<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
<url>
<loc>http://www.example.com/</loc>
<lastmod>2012-06-01</lastmod>
<changefreq>monthly</changefreq>
<priority>0.8</priority>
</url>
</urlset>


➢ Sitemap generators
On-line: http://www.xml-sitemaps.com/
➢ Software: We use RAGE Sitemap Automator (For Mac)
http://www.ragesw.com/products/googlesitemap.html
➢ Submit your sitemap after verifying your site on Google
https://www.google.com/webmasters/tools/
➢ On-line services submit to Google, Yahoo!, Ask.com, MSN (Live.com) and
Moreover.com.
http://www.sitemapwriter.com/notify.php
➢ Submit using your robots.txt file
Sitemap: http://www.example.com/sitemap.xml

1) SEF URLs
2) 301 Redirects
3) Title & Description Tags
4) Keyword Spamming
5) Sitemaps
6) Robots.txt
7) H1 H2 tags and proper HTML formating
8) Image use and alt tags
9) Text links with attributes
10) 404 (Page Not Found) Errors

SEF URLs and Robots.txt
● Be Aware of Problematic URLs
– Block Indexing in your robots.txt
For a site like
http://www.wine.com/wine-search-results.jsp?Ne=292&N=461+4294967240+4294967270

User-agent: Googlebot
Disallow: /wine-search-results.jsp

robots.txt
To exclude all robots from the entire server To exclude a single robot

User-agent: * User-agent: BadBot

Disallow: / Disallow: /

To allow all robots complete access To allow a single robot

User-agent: * User-agent: Google

Disallow: Disallow:
User-agent: *
To exclude all robots from part of the server
Disallow: /
User-agent: *
Disallow: /cgi-bin/ To exclude all files except one

Disallow: /tmp/ User-agent: *

Disallow: /junk/ Disallow: /~joe/stuff/

Proper Use of HTML Tags (H1, H2)
<H1>Main Title</H1>
<H2>Subtitle</H2>
<H3>Heading</H3>

<ul>List
<li>List Item</li>
<li>List Item</li>
</ul>

Proper Use of Images
Never Use An Image Instead of Text

(What Not To Do)
http://www2.kenes.com/mascc

Proper Use of Images
Always use Alt Text

Use Text Links and Title Attribute

Thank You
Charlie Kalech
Director, J-Town Internet Services Ltd.
www.j-town.co.il
charlie@j-town.co.il
@CharlieKalech

For More Resources Fan Us on Facebook
http://facebook.com/jtownproductions

For More Events and Seminars
Join Jerusalem Web Professionals (JWP) Facebook Group

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