SEO Basics Seminar Deck
62
BlueZooWebsites.com Twitter.com/ccondray 6/22/2012
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This is the presentation that went along with the seminar that I gave on SEO. It showed you how to research your keywords, make your web site search engine friendly, optimize content for your target keywords, and other techniques to get your site noticed by Google and other search engines. It was presented on June 22, 2012 at the Iceberg in Fayetteville, AR.
Transcript of SEO Basics Seminar Deck
BlueZooWebsites.com
Twitter.com/ccondray
6/22/2012
This presentation might
already be obsolete!
No SEO Silver Bullet
4
Many Signals Considered By Google
Depending on who and when you ask, Google monitors between 200 and 10,000 signals
Each signal has a different importance
5
Search Engine Market Share
All Other
6
Basic Unit is the Keyword Search engines prioritize
based on keywords
Google Hot Searches
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Major Effects On Your Site’s Google Rank
On Page Factors
Off Page Factors
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A Brief History of SEO 1st Generation Google
Algorithm: Links
Unethical marketers or Black Hat SEO marketers would create sites with nothing but links to hack the system.
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A Brief History of SEO 2nd Generation Algorithm:
Links + Content
Black Hat SEOs practiced “keyword stuffing” and hid invisible keywords to improve ranking.
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On Page Factors – Content Content is king!
Google is designed to get good content to searchers
Does your site make it easy for search engines to find your content?
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On Page Factors – Content Research keywords
Google AdWords Keyword Tool
Keywords in main content
“Keyword density” concerns are overrated and too complicated
Include keywords in a natural manner
13
Content In Keywords – Missing Opportunity
This site is about keyword.
It is a very interesting topic.
Here is fact 1 about it.
Second, is fact 2 about it.
Finally, there is fact 3 about it.
14
Content In Keywords – Overuse Example
This site is about keyword.
Keyword is a very interesting topic.
Here is fact 1 about keyword.
Second, is fact 2 about keyword.
Finally, there is fact 3 about keyword.
Can be potentially penalized for “keyword stuffing.”
15
Content In Keywords – Good Example
This site is about keyword.
It is a very interesting topic.
Here is fact 1 about it.
Second, is fact 2 about keyword.
Finally, there is fact 3 about it.
Multiple uses but still “natural”
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On Page Factors – Avoid Thin Content
Posts should be longer than 100 words to avoid “thin” penalty
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On Page Factors – Engagement How engaging is the content?
Tracking occurs though Google Analytics and Google and Bing toolbars Number of pages
Time on site
Bounce rate
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On Page Factors – Updates Consistent updates
When was the last time you site was updated?
Weekly updates a good rule of thumb
Blogs are good format for this
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On Page Factors – Freshness If there is a sudden spike in
searches for a particular term, Google, will look for fresh content to serve around that term
You might get lucky and have the fresh content that Google is looking for a little while
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On Page Factors – Visible
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Title
Header
Main
Content
On Page Factors – Visible Title
Most important factor considered
Header
Breaks pages up into logical sections for the search engines
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On Page Factors – Under The Hood Meta tags:
Description
160 characters is a standard length
Shows up as site description in Google results
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Aside: Search Engine Results
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From the Title
tag (68
characters)
From the Meta
description- maybe
(~170 characters)
Search
term is
bolded
Google Meta Description Guidelines
Have a different description for each page
Include clearly tagged facts in the description not in the title
Programmatically generate descriptions (but not “spammy”)
Use quality descriptions that represent what’s on the page
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On Page Factors – Under The Hood HTML
Meta tags: Keywords
Surprisingly, the keywords meta tag is not important anymore
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On Page Factors – Site Structure Indexability
Does all the content have a public link?
Site maps are good to make sure everything is visible
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On Page Factors – Site Speed Load speed
How fast does your site come up?
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On Page Factors – Keywords in URLs
Keywords in URLs
Use this format: http://mystore.com/hats/fedora-brown
Not this format: http://mystore.com/product_number=1234
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Other On Page Factors Age of site
Know that you want a site? Get the domain and put something there until you’re ready to build.
Research first if possible
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Off Site Factors - Links Quality
Links from respectable (e.g. CNN.com) sites are best.
Google has been aggressively targeting “link farms”
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Anchor Text This is the anchor text. Put
your keywords here.
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Off Site Factors - Links Quantity
Linkbaiting – content designed to go viral
Be careful with automated link building software
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Good Sources of Backlinks Social Media
Social Bookmarking
Forum posts
Comments
Internet directories
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Off Site Factors - Social Reputation
Twitter site with lots of follows vs. few followers
Spam accounts are easy to spot
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Off Site Factors - Social Sharing
Participation in social media is a must to be noticed by search engines.
Google +1 Everything!
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Other Offsite Factors Google Plus Pages
Backlinks to your backlinks
Continuous backlink building
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Off Site Factors - Trust Authority
Combination of factors.
Why is CNN.com authoritative but JoeBlowsWebsite.com not?
Site history
Have you changed format, posting frequency, topics?
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Off Site Factors - Personalization Country
US Football vs. UK Football
Location
Have you registered your Google Place?
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Off Site Factors - Personalization Search History
Have you +1ed a site recently? It will show up higher in search results
Social Connections
Who are your friends on social media networks?
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Search Engine Spam Penalties Thin content
Random sentences with prime keywords in it
Keyword Stuffing
Including keywords dozens of times in main content
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Search Engine Spam Penalties Hidden text
White text on a white background
Cloaking
Showing a different site to people and search engines
Link spam
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Link Spam Off-topic or trivial comments
on forums and sites with the URL filled out.
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“Wow, fantastic blog layout!
How lengthy have you ever
been blogging for? you
make running a blog look
easy. The total glance of
your website is magnificent,
as neatly as the content!”
Blocking Personal blocking
From individuals
Trust blocking
Based on the actions of many people
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The Future of SEO Links will be less emphasized
and social sharing will become more important.
Compelling content is always in style.
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SEO Walkthrough High Traffic
Google Keyword Tool shows monthly searches
Low Competition
Estimate by number of Google Search results
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SEO Walkthrough Find keyword interest and alternate keywords: Google
AdWords Keyword Tool
Find current rank: Google search on keywords
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Other Information You Might Have Web logs
Google Analytics
Google Webmaster Tools
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Estimate Engagement Bounce rate
Time on site
Social likes
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On Site Factors Checklist Keywords in:
Main content
Title
Headers
URL
Keywords in meta tags:
Description
Keywords
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On Site Factors Checklist Length of content
Frequency of new content
Indexability
Sitemap
Social sharing buttons
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On Site Factors Checklist Engagement
Number of pages
Time on site
Bounce rate
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On Site Factors - Speed Speed Testing Tools
Pingdom
Browser Plugins
PageSpeed
Yslow
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Links In your social media profiles
Authoritative Sites Chamber websites, newspapers, local blogs, TV and
radio station sites, etc.
Google Page with your address? Yelp
YP.com
Bing
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Off Site Factors Backlink Information
Majestic SEO
Google Webmaster Tools
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SEO Competition Do the previous steps for the
top ranking site in the keywords your trying to optimize for
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BlueZooWebsites.com
Twitter.com/ccondray
6/22/2012
