This document provides tips on how to get Google to love your website through search engine optimization (SEO). It discusses on-site optimization techniques like optimizing title tags, H1 tags, content, metadata, and linking structure. It also discusses off-site optimization through link building and ensuring links are from relevant, popular, and authoritative sites. Other considerations mentioned include properly implementing 301 redirects, canonical tags, keywords in URLs, page speed, and more. The overall goal is to provide users the best possible results to encourage return visits through Google's ranking algorithms.

1. How to get Google to
Love your website

2. How do people find you now?
• Case Study:
– www.OneWed.com
– Publisher of rich wedding content
– Attracting 500,000 visits a month
– High value demographic
– Wedding spend:
• 2.4 Million weddings a year
• $40k/wedding ($27k on wedding + gifts + travel + honeymoon)
• Total $100,000,000,000 per year ($100 Billion!!!)
– Revenue: Vendors pay to get in front of our 500,000 brides

3. Dresses, Dresses and more Dresses

4. Vendors, Vendors, Vendors!

5. Searching for Vendors through Search
Engines

6. Keywords: Landed on Florida Bridal
Shops
•469 Visits
•433 Keywords
•408 searches unique
(Over 90%)

7. No surprises here…

8. How do you find the right terms?
• Google Analytics
• Trends.Google.com
• Adwords Keyword Tool

9. SEO vs. SEM
SEM
SEO

10. Why SEO
•$516.91/day
•$188,672/yr
1.23%

11. Why SEO
0.36%

12. Which search engines matter?

13. How did Google win the race?
• In 1998 Alta Vista was king
– On page optimization
• Keyword stuffing
• Hidden words
• Not what the user was looking for
• Google had one fundamental difference:
– The “Cocktail Party” algorithm
– Much harder to spam (but people have found ways…)

14. What is ’s approach?
• Give the user the best possible results so
they will come back to Google next time.
– It is more than just Page Rank though!
– Popularity
– Relevancy
– Authority
– Great images
– Fresh
– Fast load time

15. Three simple steps to SEO…
• On Site Optimization
• Off Site Optimization
• Other Considerations

16. On Site Optimization
– Title tag on page!

17. On Site Optimization
– H1 Tag(s)

18. On Site Optimization
– Content : Text

19. On Site Optimization
– When content is not text…

20. On Site Optimization
– Meta Description

21. On Site Optimization (On one page)
– Title tag on page!
– H1 tag(s)
– Content: Text
– When not text, tell Google what it is (alt tag, title tag)
– Meta description = what appears in SERP, helps
click through
– Best content near the top (100k rule)

22. On Site Optimization (on other pages)
– Link Juice
– Anchor Text
– No-follow (don’t be
associated with bad
neighborhoods and
spammers)

23. On Site Optimization
– Breadcrumb structure

24. On Site Optimization (On other pages)
– Link Juice
– Anchor text
– No-follow (don’t be associated with bad
neighborhoods and spammers)
– Breadcrumb structure
– Good URL’s – dashes as word separators
– Nested hierarchy

25. Off Site Optimization
All About Link Building…

26. Off Site Optimization
Anchor Text:

27. Off Site Optimization
Anchor Text:

28. Off Site Optimization

29. Off Site Optimization

30. Off Site Optimization
• Anchor text
• Popularity
• Relevance
• Authority

31. Other
– 301 redirects
• Old URL’s
• Bad URL’s
• Example of bad execution of 301’s
– Rel=canonical
• Redirect www., nonwww., etc to a single place!
• Duplicate content
– Age of URL
– Keywords in URL
– Load speed!
– And much, much more!

32. Questions?