SEO 101 Presented by: Casie Gillette - WordCamp Boston - January 23, 2010

• SEO Manager at Grasshopper.com

• SEO Specialist at KoMarketing Associates

• SEO Analyst at MarketSmart Interactive

• Twitter @casieg

• cgillette@grasshopper.com or casieg@gmail.com

I’m Casie. Nice to Meet You!

SEO is D-E-A-D!

F A L S

E

SEO Myths: True or False?

F A L S

E

SEO Myths: True or False?

SEO is Magic!

Anyone Can Do it!

T R U

E

SEO Myths: True or False?

SEO 101: Let’s Start with the Basics

• Site Architecture

• Keywords & Meta Tags

• Content

• Links & Link Building

• SEO & WordPress

• Resources

• URL Structure• Cross-Linking• Sitemaps• Other Best Practices

Site Architecture Make it easy for search engines to crawl your site!

Do’s• Use Keywords• Keep it Short• Use Hyphens

Site Architecture: URL Structure

Don'ts• Session IDs• Duplicate URLs• Case Sensitive

Site Architecture: URL Structure

• http://grasshopper.com/800-numbers/

• http://www.discoverohio.com/visitors/map.asp

• http://mashable.com/2009/12/12/the-google-phone-cometh/

• http://www.newyorkmetro.com/fashion/fashionshows/2007/spring/ main/newyork/womenrunway/marcjacobs/ • http://news.cnet.com/8301-1035_3-10269459-94.html

• http://www.amazon.com/gp/product/0312571356?ie=UTF8&tag=oth8hou-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=0312571356

Good:

Ehh:

How

• Use Keywords

• Page Topic

• Tell the User

• Don’t Overdo It

Site Architecture: Cross-Linking

Where

• Existing Pages

• Sitemaps/FAQs

• Blog Posts

• Footer

Good

Site Architecture: Cross-Linking Not so Good

• Make it easy for EVERYONE

• Text Based

• Logical Order

• Keep it Simple

• Add to Footer• http://www.apple.com/sitemap/

Site Architecture: Sitemaps

• Help Your Friendly Neighborhood Spider

• XML Sitemaps are designed for search engines.

• Easy to Create, Easy to Submit• http://www.xml-sitemaps.com/

• Webmaster Tools• http://www.google.com/webmasters/sitemaps/login• http://siteexplorer.search.yahoo.com/ • http://www.bing.com/webmaster

Site Architecture: XML Sitemaps

Site Architecture: Best Practices• Keep Navigation Simple

• Flash

• Images vs. Text

• Limit Redirects

• Use a Robots

• 404

“First learn stand, then learn fly”

• Keyword Research • Tools• Choosing Keywords• Writing Meta Tags

Keywords: Research & Selection Choose keywords that are right for YOUR site!

• #1 - Start a List

• Describe

• Industry

• Competitors

• PPC

Keywords: Research

apple laptopapple laptop dealsapple laptopsapple mac bookapple mac book proapple mac booksapple macbookapple macbook proapple macbooksapple note bookapple note booksapple notebookapple notebooksmacbook dealsblack macbook

black macbookscheap apple laptopcheap apple laptopscheap macbookcheap macbooksmac bookmac book laptopsmac booksmacbookmacbook dealmacbook dealsmacbook laptopmacbook promacbooks

• #2 – Check The Search Volume

• Free Tools:

• Google Keyword Tool

• Wordtracker Free Keyword Tool

• Keyword Discovery Free Tool

• Google Trends

• SEO Book Keyword Suggestion Tool

Keywords: Research

Keywords: Research

• #3 – Choose Your Keywords

• Search Volume

• Be Relevant

• CEO Right≠

Meta Tags: Titles & Descriptions

Things to Know

1. Title tags ARE important

2. Meta Descriptions ARE important

3. Meta Keywords are….NOT?

Keywords: Meta Tags

Meta Description

• <170 characters

• Call to Action

• Easy to Read

Meta Tags: Writing Tips

Title tags

• < 65 characters

• 1-3 Keywords

• Brand Name

• Utilizing Keywords

• Users vs. Search Engines

• Types of Content

Content: Writing for Search Engines Quality content attracts users and search engines!

Where

• H1 Tags

• Current Content

• New Content

• Internal Links

Content: Writing for Search Engines Quality content attracts users and search engines!

How

• Product/Service Features

• News Stories

• FAQ

• Articles

• Blog Posts

• Backlinks & Rankings

• Getting Links

Links & Link Building Get people to talk about you!

Links: Where To Get Them

• Directories• Partners• Paid• Forums

• Articles• Social Media• Blogs• News

• WordPress is SEO Friendly

• All in One SEO Pack

• URL Configuration

• Great List of SEO Plugins• http://mashable.com/2009/03/20/wordpress-seo-plugins/

SEO & WordPress: Best Friends Make WordPress work for you!

• Sites• http://www.seomoz.com • http://searchengineland.com• http://www.searchengineguide.com

• Checklists• http://www.webconfs.com/15-minute-seo.php

• http://www.seomoz.org/blog/the-beginners-checklist-for-small-business-seo

• http://articles.sitepoint.com/article/ultimate-seo-checklist

SEO Resources Get more info and start SEO-ing!

Questions?Thoughts – Comments – Ideas – Thanks!

Casie Gillettecgillette@grasshopper.com

@casieg