Seo basics
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Introduction to SEO
Transcript of Seo basics
Introduction to SEO
• Philosophy & Approach• Modern Search Engines• Indexation: Roadblocks & Fixes• On-Page vs. Off-Page• On-Page Factors: Deep Dive• Off-Page Factors: Deep Dive• Measurement & Metrics• SEO For Large & Small Sites• Vertical Search & Local SEO• Content Planning• Making Websites Sing
Agenda
Channel Suggestions
Philosophy & Approach
What Is SEO?
Manipulate content so that exposure via search is increased for relevant queries.
Why Do SEO?
Helping to Organize The Web
Proven Results
Profit
Modern Search Engines
Modern Search Engines
Strong Anti-Spam Technology
Sophisticated Algorithms
Vast Indices
Google’s Motivations
Provide A Positive User Experience
Google’s Motivations
Understand & Organize Web Documents
Google’s Motivations
Profit
How Should We Approach This?
Reverse Engineering – Useful up to a point
How Should We Approach This?
Trend Research
How Should We Approach This?
Projection
Newer Factors
Brand Importance
Newer Factors
Social Prominence
Major Search Engine Updates: Everybody Panic!
There are lots of updates (20+ daily), please stop panicking
Major Updates: They are Published
Updates are published – insidesearch.blogspot.com
Channel Suggestions
Indexation: Roadblocks & Fixes
Robots.txt
Very Dangerous / Useful
Robots.txt
Use robots.txt to restrict crawlers, and inform them of your sitemap.xml file location. Read more at robotstxt.org
Crawlability - Sitemaps
Browsable Sitemaps
Crawlability – XML Sitemaps
Sitemap.xml (get one)
See SiteMaps.org for more info...
Crawlability – Advanced Technique: Segmented Sitemaps
Sitemap Segmentation
SitemapIndex.xml
SiteSection1.xml SiteSection3.xml
SiteSection2.xml SiteSection4.xml
On-Page vs. Off-Page
On-Page Factors
On-Page Factors (There’s a few)
Meta Descriptions H-Style Headers
Efficient Cross-Linking Page SpeedInternal Anchor Text
On-Page Copy URL NamesAlt Tags Canonical Errors
OpenGraph iFramesURL Legibility
Unique Content
Flash Compliance
Video Compliance
Title Tags
Title Tags / Meta Descriptions
Should Contain Keywords & Call to Action
Should be under 70 or 170 characters, respectively
Title Tag
Meta Description
Internal Linking
Tuning Anchor Text
Effective Interlinking
Off-Page Factors
Get All the Links! (JK – Get good, relevant links)
PageRank is not a simple formula
Not all links are created equal
What NOT to do (and the exceptions)
Buying Links
Link Automation
Link Trading
Ok, Smarty-Pants… how do we get them?
Create Resources
Create & Share Good Content
Pay Attention to Design
Linkbait Example – PC Tools
Useful Easy On-Brand
Linkbait Example – XKCD Radiation Dose Chart
Informative Topical On-Brand
What NOT to do – Link Directories
Not Informative Not Topical Not On-Brand
Channel Suggestions
Measuring & Metrics
Using Google Analytics for SEO
Where we are vs. where we’re going
Using Google Analytics for SEO
Brand vs. Non-Brand
Limitations of Web Analytics for SEO
Backward Looking
Limitations of Web Analytics for SEO
Inconsistent Setup
Webmaster Tools
Great tools provided by Search Engines404 Errors Link Stats Index Stats
Third Party Tools - Basic
Track Ranking Research Links Research Competitors
Third Party Tools - Advanced
Report ROI Advanced Statistics
Custom Reporting
Which one is right for me?
SEO for Large & Small Sites
Big Site Issues
Enable Champions Build Proof-Points Be Flexible
Small Site Issues
Work Smarter
Use Appropriate Tools
Get Everyone Onboard
Vertical Search & Local SEO
Vertical Search
Vertical Search is Growing… and Simple!
Vertical Search = Simpler Algorithms
What are the main features here that we can take advantage of?
Content Planning
Content is Important
Content should be unique and informative
Also: topical and recent
User Generated Content aka Making My Job Easier
Free Content In Need of Guidance
User Generated Content Guidelines
URLs Should be Human-Readable
Content Should Not be Duplicated
Title Tags, Headers, and Meta Descriptions Should be Mad-Libbed
Content Should Link Back to the Main Site
Targeted Content Site Examples
Mobilesecurity.com
Targeted Content Site Examples
Covers.com
Targeted Content Site Examples
SEOMoz.org (blogs and Q&A)
Making Your Sites Sing
