A Primer on SEO


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Why do we need to optimize websites?

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A Primer on SEO

  1. 1. WHY DO WE OPTIMIZE WEBSITES A Primer on Search Engine Optimization
  2. 2. Community Manager – GBG Iloilo (Google Business Group) / P.R.O. SEO Org Iloilo Social Media Manager (Freelance) Content Writing and Search Marketing @yendefelipe gplus.to/yendefelipe Web Manager for PanayDirectory.com and MyIloilo.net
  3. 3. MY PRESENTATION AIMS TO…  Make you more familiar with how search engines work  Why there’s a need to optimize websites  What are the basic steps in optimizing a website even without the technical knowledge (On page / Off page SEO)
  4. 4. BEFORE EVERYTHING ELSE… Search Engine Marketing SEO (search engine optimization) Search Advertising (Pay Per Click) Social Media Marketing * newest
  6. 6. HISTORY OF SEO In 1995, optimization was born in the young stages of Yahoo. In 1996, comprehension for things like keyword density and seasoning began to take hold. Around 1997, Yahoo became the Paramount submission site
  7. 7. HISTORY OF SEO Between 2000 and 2001 –Google’s PageRank system came into the scene and new ranking algorithms cut out most of the spam tactics that were extremely successful in the prior submission sites.
  8. 8. HISTORY OF SEO Google’s computer programmers introduced new bots that crawled the internet. These bots began scanning sites and looking for certain aspects like keyword density and relevant backlinks.
  9. 9. SOCIAL MEDIA AND SEO Social presence = actual popularity
  10. 10. THE PANDA (FEBRUARY 2011) Decreased in search engine rankings: "low-quality sites" or "thin sites"
  11. 11. THE PENGUIN (APRIL 12, 2012) Decreased in search engine rankings: Declared black-hat SEO techniques, such as keyword stuffing, cloaking, participating in link schemes, deliberate creation of duplicate content
  12. 12. HOW SEARCH ENGINES WORK  Video 1
  13. 13. KEYWORD RESEARCH FIRST… Google Keyword Tool Ubersuggest Google Trends
  14. 14. KEYWORD RESEARCH  Demo if net is available
  15. 15. WHERE DO WE START?
  16. 16. ONPAGE SEO CHECKLIST  Content is high-quality, relevant, fresh and at least 500 words in length.  Target search phrase is included in page headline.  Target search phrase is included in at least one sub-headline.  Target search phrase is repeated three to 10 times within body copy. Don’t over-do it. Keep the reader in mind.
  17. 17. ONPAGE SEO CHECKLIST > Page includes relevant images and/or graphics that help illustrate the target search phrase. > Captions for images and/or graphics include the target search phrase. > If you are optimizing for specific country, state, city or regional names, be sure they are in your copy and perhaps in a page footer.
  18. 18. ONPAGE SEO CHECKLIST > No misspellings or poor grammar. Yes, the search engines downgrade for either. > Inclusion of social media links and / or user discussion or reviews. Pages with active visitor interaction are scored higher than static pages.
  19. 19. OFF PAGE SEO Your Website
  20. 20. THE DON’TS IN SEO 1) Cloaking - Designing your Web site so that search engines see one thing and visitors see totally different content is called cloaking. 2) Duplicate Content 3) Don’t have robots write content for your site 4) Add non-related keywords
  21. 21. THE DON’TS IN SEO 5) Link exchanges and bad neighborhood 6) Hide text - Don't try to hide keywords by making the background color the same as the font color. This is called keyword stuffing or fontmatching. 7) Distribute virus, trojans and other badware 8) Automated inquiries – for web rankings
  22. 22. THE DON’TS IN SEO 9) Doorway Pages - pages that are optimized for one key term but are really designed to be gateways to lead you to different content. Doorway pages usually have very little in the way of original content and often cloak or redirect users to the intended Web site. 10) Title Stacking - Don't try to add extra <title> tags for more keywords. One title per page, please.
  23. 23. KEY SEO TAKEAWAYS  Quality links over quantity  Quality Content is KING  Be social  Know your audience / target market  Scour the net for free tools  READ…and keep on reading (alerts)
  24. 24. SOURCES  http://rankexecutives.com/history-seo/  http://google.about.com/od/searchengi neoptimization/tp/badseo.htm  GOOGLE! My websites: MyIloilo Panay Directory Maverick Internet Marketing