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