Seach Engine Optimization at PodCamp London


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Search engine optimization presentation given by David Ciccarelli, CEO of at PodCampLondon 2009 #pclo09

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Seach Engine Optimization at PodCamp London

  1. 1. Text Text David Ciccarelli Chief Executive Officer [email_address] How to Achieve Top Search Engine Results
  2. 2. Text Text People use search engines to... <ul><li>Find websites, blogs </li></ul><ul><li>Find people </li></ul><ul><li>Find locations </li></ul><ul><li>Find images </li></ul><ul><li>Find videos </li></ul>
  3. 3. Why Search? <ul><li>Search engines are the most powerful medium to reach customers because you meet them at their point of need. </li></ul><ul><li>90% of online Web sessions begin with a search. </li></ul><ul><li>81% of users find web sites they were looking for through search engines. </li></ul>
  4. 4. The Facts <ul><li>Search engines average 300-500 million searches per day. </li></ul><ul><li>95% of users don’t go beyond the first 3 pages of search results before they try another keyword. </li></ul><ul><li>30% of users believe companies found in the top search results are a major brand in their product or service category. </li></ul>
  5. 5. Text Text Organic Search Engine Results
  6. 6. Text Text How Search Engines Work
  7. 7. Search Engine Optimization <ul><li>Process of strategic placement of keywords and text on web pages to enable optimum search engine rankings. </li></ul><ul><li>Key to any successful Internet Marketing Strategy. </li></ul><ul><li>It’s easier than it sounds. </li></ul>
  8. 8. Today’s game plan <ul><li>Writing for search engines </li></ul><ul><li>Interacting with search engines </li></ul><ul><li>Boosting your results with links </li></ul><ul><li>Monitoring your results </li></ul>
  9. 9. It All Starts with Your Keywords <ul><li>Well-written content and carefully selected keywords are the keys of a balanced SEO strategy. </li></ul>
  10. 10. Google Keyword Tool <ul><li> </li></ul>
  11. 11. Keyword Research <ul><li>Start a spreadsheet to save all your keywords. </li></ul><ul><li>Organize keywords into groups by topic or subject matter. </li></ul>
  12. 12. Content is King <ul><li>Having good, well-produced content on your website is a priority. </li></ul><ul><li>Content includes audio, video, text and images. </li></ul>
  13. 13. Ideas for Content <ul><li>The “How-To” Article </li></ul><ul><li>The Definition Article </li></ul><ul><li>Present a Theory or Argument </li></ul><ul><li>Create a resource like a free report or whitepaper </li></ul><ul><li>List Article (5 Tips for... Top 10... The Best... The Worst...) </li></ul>
  14. 14. Content Management <ul><li>Consider a content management system. </li></ul>
  15. 15. Optimizing Your Content Put keywords and phrases in some of the following places to increase the ranking of a web page in the search engine results. <ul><li>Page Title </li></ul><ul><li>Page Description </li></ul><ul><li>In H1, H2, H3 tags </li></ul><ul><li>In the body or your article or pages </li></ul><ul><li>Page File Name ( your-very-important-page.html ) </li></ul>
  16. 16. Page Title and Description <ul><li>Title and Description become the snippet in Google. </li></ul><ul><li>Open the HTML file and edit your Meta tags. </li></ul>
  17. 17. Page Name Tips <ul><li>Short URLs are better </li></ul><ul><li>Use hyphens not underscores </li></ul><ul><li>If your pages are already in Google, don’t change anything. </li></ul>
  18. 18. The Result
  19. 19. Interacting with Search Engines In recent years, search engines have developed tools for website owners to submit pages directly to them. <ul><li>Google Webmaster Tools </li></ul><ul><li> </li></ul><ul><li>Yahoo! Site Explorer </li></ul><ul><li> </li></ul><ul><li>M SN Webmaster Central </li></ul><ul><li>http://webmaster </li></ul>
  20. 20. Create a Sitemap <ul><li>Your HTML sitemap is designed for people </li></ul><ul><li>Your XML sitemap is designed for search engines </li></ul>
  21. 21. Google Webmaster Tools <ul><li>1. Add your website </li></ul><ul><li>2. Verify your website </li></ul><ul><li>3. Add your XML sitemap </li></ul>
  22. 22. Boost Your Results with Links <ul><li>Search engines see links as a vote of confidence. </li></ul><ul><li>Pages on the top of results typically have more links. </li></ul><ul><li>Focus on quality not quantity. </li></ul>
  23. 23. Different Types of Links <ul><li>Authority Links - CNN,, Industry Associations </li></ul><ul><li>Directory Links - Yahoo! Directory, </li></ul><ul><li>Press Release Links -, </li></ul><ul><li>Blog Links - Articles written about you, comment links </li></ul><ul><li>Social Media Profile Links - Facebook, LinkedIn, Twitter </li></ul><ul><li>Reciprocal Links - Link exchanges from related websites </li></ul>
  24. 24. Your Link Profile <ul><li>Link Popularity: How many links point to your website? </li></ul><ul><li>Link Relevancy: Are the links of a high quality, from websites in the same industry or from authority websites? </li></ul><ul><li>Anchor Text: The active text used to enable the link to your website. Does is say your business name or keyword? </li></ul>
  25. 25. Time for a Check Up <ul><li>To see how many pages are in Google, enter </li></ul><ul><li>To see how many links Yahoo! is counting, enter </li></ul>
  26. 26. Tools from
  27. 27. Action Plan <ul><li>Research your keywords and start a spreadsheet </li></ul><ul><li>Write new articles on subjects that people search for </li></ul><ul><li>Optimize your content by focusing on page titles and descriptions </li></ul><ul><li>Get links from blogs, press releases and other websites </li></ul><ul><li>Track your success with Google Webmaster Central and Analytics </li></ul><ul><li>Discover areas for improvement at </li></ul>
  28. 28. Text Text Thank You! David Ciccarelli Chief Executive Officer [email_address]