A high-level introduction to SEO presented to a Marquette University (Milwaukee, WI) Advertising & Public Relations class on March 25, 2010.

1. March 25, 2010
Search Engine Optimization

2. Start at the beginning
• What is Search Engine Optimization (SEO)?
• How important is SEO to you?

3. What is SEO?

4. How important is SEO to you?

5. How important is SEO to you?
• Your Marketing Plan should drive your SEO
efforts.
• Getting listed by Search Engines is not the
same as getting visitors from Search
Engines.

6. Browser Usage (US only, Mar 2010)
• Google = 80.8%
• Yahoo = 8.9%
• Bing = 8.4%
• AOL = 0.8%

7. Search Engine Process
• Robot/Spider
• Search Index
Inbound Links
Reciprocal Links
Content & Change Frequency
• Search Algorithm
• Page Rank

8. Targeting Keywords

9. Search Engine Friendly:
Page Title
<title>Columbia Center</title>

10. Search Engine Friendly:
Page Title

11. Search Engine Friendly:
Heading Tags
<h1>Feeding Infants: Make your own baby
food</h1>

12. Search Engine Friendly:
Page Text

13. Search Engine Friendly:
Metatags
• With very few exceptions, metatags are no
longer used by major search engines either
to calculate Page Rank, or to display a page
in search results.

14. Inbound links
• Think of inbound links as “votes” for your
website

15. Acquiring inbound links:
Acceptable methods
• List your website in directories
• Contact websites with a similar theme and
ask for a reciprocal link.

16. Acquiring inbound links:
Unacceptable methods
• Free-for-all link pages and link farms
• Buying links

17. Beyond the Basics
• Content-based SEO
• Content-independent SEO

18. Content-based SEO
• All about optimizing your site’s content

19. Content-independent SEO
• All about maximizing the impact of non-
content factors, such as inbound links and
website structure

20. Fun and Games
• Google Bombing
• April 1st, Google-style
• Googlewhacking

21. Google Bombing

22. Google and April Fools Day
• Job openings on the moon (2004)
• Launch of Google Gulp drink (2005)
• CADIE (2009)
(Cognitive Autoheuristic Distributed-
Intelligence Entity)

23. Googlewhacking
• Enter just two words in search engine
• No quotation marks allowed
• Get the search engine to return just one
search result (“Results 1 - 1”)
• Holy Grail = Googlewhackblatt

24. Questions??

25. Contact Kevin
• Kevin A. Barnes, Creativity Engineer
• Email: kevin@creatonomy.com
• Web:
creatonomy.com @Creatonomy (Twitter)
kevinabarnes.com @KevinABarnes (Twitter)