Get Found in Google: Intro to SEO

Ryan BednarTutorspree Co-founder

@ryanbed

Organic vs. Paid Search

Organic

Paid

Organic vs. Paid Search

90% of Clicks

10% of Clicks

Click-Through Rates

Local Results

Probably doesn’t get traffic like most “#1” results

Completely different ranking algorithm than standard search

results

Crawling & Indexing

Without links, the engines might never

find this page

PageRank

The Flow of PageRank

Algorithmic Ranking Factors

Algorithmic Ranking Factors

BUILDING ACCESSIBLE SITES

Search Friendly URLs

www.nationalgeographic.com/animals/african-elephants

Single domain

Shallow folder structurewith relevant words

Keywords in page name,separated by hyphen

Search UN-Friendly URLs

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

Title Tags

Meta Descriptions

Page Copy

Image Alt Attributes + Image FilenamesGood keyword usage

in the alt tag

Anchor Text

Duplicate Content & Canonicalization

Duplicate Titles & Meta Descriptions

Fixing Broken Links & 404s

Webmaster Tools (Google)

Doing some Keyword Research

Predict the Effort Required to Rank Well

The Long Tail of Keyword Demand

Google Keyword Tool

Be Wary ofMatch Type

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

Google Trends

Not Very Accurate

Sign In for Y-Axis Numbers

Competitive Keyword Research

Restrict queryto competitor’s

domain

Link Building Strategies

#1 - Manual Link Submissions/Requests

#2 - Competitive Link Research/Acquisition

#3 - Links via Embedded Content

#4 - Linkbait & Viral Campaigns

#5 - Content, Technology & API Licensing

#6 - Partnerships, Exchanges & Trades

#7 - Paid Links

#8 - Link Reclamation

Algorithmic Ranking Factors

You have to do these right, before you can do

these right

2013 Recent SEO Changes

• “Panda”: Duplicate content penalties are even more severe.

• “Penguin”: Severe penalties for having too many exact anchor text links, or for having links from shady sites, paid links

• Social signals are even more important! Facebook Likes, Tweets, Google Plus.

SEO Resources

• Rand Fishkin, SEOMoz (now Moz.com)• Search Engine Land• Matt Cutts Google Webmaster Videos• SEOBook• Search Engine Watch