GET FOUND!An Introduction to

Search Engine OptimizationMichael Lautmanhttp://contexta.ca

70%50%

Shopping Results

Instant Answers

Instant Answers

News Results

Real Time Results

Local Results

Image Results

How Search Engines Work

Domain Authority

PageRank 9 PageRank 5

This is a link to another website.

This is a <a href=http://yoursite.com>link</a> to another website.

Anchor text

Without links, the engines might never

find this page

YOURSITE.COM

traffic only!

PageRank 8 PageRank 5

traffic+authority

BUILDING A WEBSITE

www.pomegranates.com

pomegranates.com

Fixing Broken Links & 404s

XML Sitemaps

www.sitemaps.org/protocol.php

DESIGN CONSIDERATIONS

USER GENERATED CONTENT

ReviewsTestimonials

Things to watch out for!

Errors in website code

Text in images

Complicated navigation

Unnecessary animations + flash

Web Design ChecklistLogical architectureNo duplicate content

(rel=“canonical”)Redirect broken linksRobots.txtXML SitemapAnalytics

Dynamic elementsFresh contentModern lookWell writtenCan capture informationTied to social channels

KEYWORD RESEARCH

Know Your Market

Hoodie Hooded Sweatshirt

497

27

Google AdWords Tool

https://adwords.google.com/select/KeywordToolExternal

Google Trends

Competitive Keyword Research

Important stuff...

Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8

UnnecessarySubdomain

Dynamic URLs don’t perform as well as static and engines

recommend against more than two parameters

No keywords in the URL string

www.nationalgeographic.com/animals/african-elephants

Single domain

Shallow folder structure

with relevant words

Keywords in page name,

separated by hyphen

BAD

fr.pomegranates.com

blog.pomegranates.com

GOOD

pomegranates.com/fr/

pomegranates.com/blog/

Page Title

Image courtesy seomoz.org

Meta Descriptions

Image courtesy seomoz.org

Image courtesy seomoz.org

This is a link to another website.

This is a <a href=http://yoursite.com>link</a> to another website.

Anchor text

Click here to download Adobe Acrobat Reader

Click here to download Adobe Acrobat Reader

Learn more about our great pomegranate recipes.

Learn more about our great pomegranate recipes.

Image Alt Attributes

Good keyword usage in the alt tag

Image courtesy seomoz.org

Video Transcription

Page Copy

Before you buy yellow pens, you must decide whether you really want to buy yellow pens or not. Because if you do want to buy yellow pens, you must go ahead and buy yellow pens. If you don't want to buy yellow pens, then just don't buy yellow pens and go for another type of pen instead.

Less important stuff...

Meta Keywords Tag

Image courtesy seomoz.org

Heading (H1, H2) Tags

Image courtesy seomoz.org

Search Engine “Submission”

Image courtesy seomoz.org

Important SEO Stuff CecklistURL<title>Meta descriptionImage alt tags

Video transcription

Link anchor textPage copy

LINK BUILDING

pomegranates.com pomegranates.com/recipes

Internal Links

External Links

pomegranates.com somecoolsite.com

Incoming Links

pomegranates.comfoodsite.com

Reciprocal Links

pomegranates.comfoodsite.com

Related (non-competing) sitesProfessional associationsCommunity organizations

PartnersSuppliers

Shareable Content<object width="640" height="385"><param name="movie" value="http://www.youtube.com/v/zkd5dJIVjgM?fs=1&amp;hl=en_US"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/zkd5dJIVjgM?fs=1&amp;hl=en_US" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object>

<embed src=http://pomegranate.com/badges/images.jpeg width: blahblah height:stuff>

CONTENT MARKETING!

blogvideos

podcastsebooks

Link Building ChecklistLink to every page on

your siteOne way incoming links

are bestControl the anchor textLook for links from sites

with high PageRank

Get links from reputable sources

Use personal connections to get links

CREATE CONTENT!

LOCAL SEARCH

AAAA11111 Plumbing

montreal-plumbing.com

Address and telephone number in TEXT on every page

Use location name in relevant tags and page copy

Things to watch out for...

Useful tools...

Web Browser Tools• Google Chrome– Web Developer Toolbar– SEO Site Tools

• Mozilla Firefox– Google Toolbar– Web Developer Toolbar

http://contexta.ca/browser-seo-extensions

Some Free SEO ToolsRanking Tracker serptracker.org

Page Checking and Researchseomoz.org/tools

Learn About SEO

contexta.ca

seomoz.org

searchenginejournal.com

searchenginewatch.com

Michael Lautman, Ph.D.

michael@contexta.ca

Web design/Search Engine Optimization/Social Media

contexta.ca

514.436.0672

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