SEO At PodCampLondon 2009


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

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SEO At PodCampLondon 2009

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