Get Found! An Introduction to Search Engine Optimization
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GET FOUND! An Introduction to Search Engine Optimization Michael Lautman http://contexta.ca
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Get Found! An Introduction to SEO covers all of the basics of search engine optimization. This includes on-page considerations, site architecture and design, local search, keyword research and link building.
Transcript of Get Found! An Introduction to Search Engine Optimization
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&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&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.
Web design/Search Engine Optimization/Social Media
contexta.ca
514.436.0672
This work is licensed under the Creative Commons Attribution-NonCommercial 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-nc/3.0/ or send a letter to
Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
![Welcome []-Search Engine Optimization –building a website so that it is organically found-Search Engine Marketing –Spending money to be found or sponsored, ex. through AdWords](https://static.fdocuments.us/doc/165x107/5fbfc56591d7c31ae4126dd8/welcome-search-engine-optimization-abuilding-a-website-so-that-it-is-organically.jpg)
