Search Engine Optimization Overview

1Copyright 2009 www.NetwaveSolutions.com

SEO: Search Engine SEO: Search Engine OptimizationOptimization

What It Is, Why It’s Important and How to Get What It Is, Why It’s Important and How to Get StartedStarted

Brought to you by: Brought to you by:


Your PresentersYour Presenters

Sam KanakanuiSam Kanakanui Founded Netwave Founded Netwave

Solutions in 1998Solutions in 1998 Services include:Services include:

Website Design and Website Design and DevelopmentDevelopment

SEM/SEO servicesSEM/SEO services Social MediaSocial Media Web Video marketingWeb Video marketing Web Hosting and DomainsWeb Hosting and Domains Custom Online SolutionsCustom Online Solutions

Robert MosesRobert Moses Joined NetStrategies in Joined NetStrategies in

20052005

Specialties include:Specialties include: Hosted Services Hosted Services

ManagementManagement Email MarketingEmail Marketing Web AnalyticsWeb Analytics Website UsabilityWebsite Usability


HousekeepingHousekeeping

Presentation will be approx 1:15Presentation will be approx 1:15 SEO Overview with some Intermediate SEO Overview with some Intermediate

stuffstuff All Resources can be found at All Resources can be found at

www.Greensboro-SEO.comwww.Greensboro-SEO.com


SEM (Search Engine SEM (Search Engine Marketing)Marketing)

PPC (Pay per click)PPC (Pay per click) Banner Advertising, Ad Networks, Banner Advertising, Ad Networks,

shopping comparison sitesshopping comparison sites SEO (Search Engine Optimization)SEO (Search Engine Optimization)


So, What is SEO?So, What is SEO?

Natural SearchNatural Search




Organic SearchOrganic Search




Organic RankingOrganic Ranking







Search Engine OptimizationSearch Engine Optimization






Search Engine OptimizationSearch Engine Optimization

They’re all virtually the same thing!They’re all virtually the same thing!



SEO is the art/science of getting a SEO is the art/science of getting a webpagewebpage

ranked highly on the major search engines.ranked highly on the major search engines.



The objective of search engine optimization The objective of search engine optimization (SEO) is to increase a Web site's traffic (SEO) is to increase a Web site's traffic counts, and ultimately conversions, by counts, and ultimately conversions, by ranking very high in the results of searches ranking very high in the results of searches for the keywords in the search query. It is the for the keywords in the search query. It is the mission of SEO to make the site's content mission of SEO to make the site's content worthy of higher search engine ranking by worthy of higher search engine ranking by being more relevant and competent than the being more relevant and competent than the competition's. competition's.

(www.BruceClay.com/web_rank.htm)(www.BruceClay.com/web_rank.htm)



Search Engine Result Page - SERPSearch Engine Result Page - SERP


What we will be coveringWhat we will be covering

On Page FactorsOn Page Factors



On Page FactorsOn Page Factors Keyword AnalysisKeyword Analysis



On Page FactorsOn Page Factors Keyword AnalysisKeyword Analysis Site MechanicsSite Mechanics



On Page FactorsOn Page Factors Keyword AnalysisKeyword Analysis Site MechanicsSite Mechanics Content MechanicsContent Mechanics



On Page FactorsOn Page Factors Keyword AnalysisKeyword Analysis Site MechanicsSite Mechanics Content MechanicsContent Mechanics Inbound and Outbound LinkingInbound and Outbound Linking



Off Page FactorsOff Page Factors



Off Page FactorsOff Page Factors Link BuildingLink Building



Off Page FactorsOff Page Factors Link BuildingLink Building Content GenerationContent Generation



Off Page FactorsOff Page Factors Link BuildingLink Building Content GenerationContent Generation Social NetworkingSocial Networking



Keyword AnalysisKeyword Analysis Tools to use:Tools to use:

http://freekeywords.wordtracker.comhttp://freekeywords.wordtracker.com http://www.keyworddiscovery.comhttp://www.keyworddiscovery.com https://https://

adwords.google.com/select/KeywordToolExternaladwords.google.com/select/KeywordToolExternal




http://freekeywords.wordtracker.comhttp://freekeywords.wordtracker.com http://www.keyworddiscovery.comhttp://www.keyworddiscovery.com https://adwords.google.com/select/KeywordToolExtehttps://adwords.google.com/select/KeywordToolExte

rnalrnal

Broad Term vs. Long Tail Key PhraseBroad Term vs. Long Tail Key Phrase




http://freekeywords.wordtracker.comhttp://freekeywords.wordtracker.com http://www.keyworddiscovery.comhttp://www.keyworddiscovery.com https://adwords.google.com/select/KeywordToolExtehttps://adwords.google.com/select/KeywordToolExte

rnalrnal

Broad Term vs. Long Tail Key PhraseBroad Term vs. Long Tail Key Phrase Use of Buying ModifiersUse of Buying Modifiers



Site MechanicsSite Mechanics HostingHosting DNSDNS Load SpeedLoad Speed

Show Stoppers: Make sure these Show Stoppers: Make sure these items are ok.items are ok.


Content MechanicsContent Mechanics Everything on your page(s) matters – it Everything on your page(s) matters – it

pays to think everything through and do pays to think everything through and do it right.it right.

On Page Factors


Content MechanicsContent Mechanics Everything on your page(s) matters – it Everything on your page(s) matters – it

pays to think everything through and do pays to think everything through and do it right.it right.

Remember that Google and friends are Remember that Google and friends are very smart program made by very smart very smart program made by very smart programmers – any BS will be foundprogrammers – any BS will be found

On Page Factors


Content MechanicsContent Mechanics Old or “black hat” tricks to avoid Old or “black hat” tricks to avoid

(NEVER USE!)(NEVER USE!)

On Page Factors


Content MechanicsContent Mechanics Old or “black hat” tricks to avoid Old or “black hat” tricks to avoid

(NEVER USE!)(NEVER USE!) White on white text hiding from users White on white text hiding from users

(visible to bots)(visible to bots) stuffing keywords everywhere you canstuffing keywords everywhere you can Page cloaking: 1 keyword rich page for Page cloaking: 1 keyword rich page for

Google – 1 normal page for the userGoogle – 1 normal page for the user Page Spam: worthless page to the user but Page Spam: worthless page to the user but

keyword rich page for Googlekeyword rich page for Google

On Page Factors


Content MechanicsContent Mechanics Key Page Elements:Key Page Elements:

On Page Factors



TitleTitle

On Page Factors



TitleTitle Meta DescriptionMeta Description

On Page Factors



TitleTitle Meta Description Meta Description Meta KeywordsMeta Keywords

On Page Factors



TitleTitle Meta Description Meta Description Meta KeywordsMeta Keywords Heading TagsHeading Tags

On Page Factors



TitleTitle Meta Description Meta Description Meta KeywordsMeta Keywords Heading TagsHeading Tags Link TextLink Text

On Page Factors



TitleTitle Meta DescriptionMeta Description Meta KeywordsMeta Keywords Heading TagsHeading Tags Link TextLink Text ContentContent

On Page Factors


Content MechanicsContent Mechanics Key Page Elements: Key Page Elements: TITLETITLE

On Page Factors



Title: the most important part of the pageTitle: the most important part of the page

On Page Factors



Title: the most important part of the pageTitle: the most important part of the page Every title should be unique and specificEvery title should be unique and specific

On Page Factors



Title: the most important part of the pageTitle: the most important part of the page Every title should be unique and specificEvery title should be unique and specific ““What is this page about?”What is this page about?”

On Page Factors



Title: the most important part of the pageTitle: the most important part of the page Every title should be unique and specificEvery title should be unique and specific ““What is this page about?”What is this page about?” This text is the link on the search results This text is the link on the search results

pagepage

On Page Factors



Title: the most important part of the pageTitle: the most important part of the page Every title should be unique and specificEvery title should be unique and specific ““What is this page about?”What is this page about?” This text is the link on the search results This text is the link on the search results

pagepage Google will only display 66 charactersGoogle will only display 66 characters

On Page Factors


On Page Factors


Content MechanicsContent Mechanics Key Page Elements: Key Page Elements: Meta Description Meta Description

and Keywordsand Keywords

On Page Factors



and Keywordsand Keywords Non visible text in the HTML codeNon visible text in the HTML code

On Page Factors



and Keywordsand Keywords Non visible text in the HTML codeNon visible text in the HTML code Intended to describe the page contentsIntended to describe the page contents

On Page Factors



and Keywordsand Keywords Non visible text in the HTML codeNon visible text in the HTML code Intended to describe the page contentsIntended to describe the page contents Description can be display in SERPDescription can be display in SERP

On Page Factors



and Keywordsand Keywords Non visible text in the HTML codeNon visible text in the HTML code Intended to describe the page contentsIntended to describe the page contents Description can be display in SERPDescription can be display in SERP Not a core element of SEO ranking but…Not a core element of SEO ranking but…

On Page Factors



and Keywordsand Keywords Non visible text in the HTML codeNon visible text in the HTML code Intended to describe the page contentsIntended to describe the page contents Description can be display in SERPDescription can be display in SERP Not a core element of SEO ranking but…Not a core element of SEO ranking but… Do it right, good HTML, best practice and Do it right, good HTML, best practice and

DON’T SPAMDON’T SPAM

On Page Factors


Content MechanicsContent Mechanics Key Page Elements: Key Page Elements: Heading TagsHeading Tags

HTML structure like “outline” levelsHTML structure like “outline” levels

On Page Factors



HTML structure like “outline” levelsHTML structure like “outline” levels H1H1

H2H2 H3H3

On Page Factors




H2H2 H3H3

Like an outline the heading indicates “this Like an outline the heading indicates “this phrase is important”phrase is important”

On Page Factors




H2H2 H3H3

Like an outline the heading indicates “this Like an outline the heading indicates “this phrase is important”phrase is important”

Important place to use your keywordsImportant place to use your keywords

On Page Factors


Content MechanicsContent Mechanics Key Page Elements: Key Page Elements: Link TextLink Text

words that are in the linkwords that are in the link

On Page Factors



words that are words that are inin the link the link Use your keywords as the link textUse your keywords as the link text

On Page Factors



words that are words that are inin the link the link Use your keywords as the link textUse your keywords as the link text Search Engines assume your link is related Search Engines assume your link is related

to the words in the link so…to the words in the link so…

On Page Factors




to the words in the link so…to the words in the link so… Don’t use “click here” unless you link is Don’t use “click here” unless you link is

about “clicking here”about “clicking here”

On Page Factors




to the words in the link so…to the words in the link so… Don’t use “click here” unless you link is Don’t use “click here” unless you link is

about “clicking here”about “clicking here” Use SEF URLs: good opportunity to use Use SEF URLs: good opportunity to use

keywordskeywords http://http://www.example.com/index.html?page_idwww.example.com/index.html?page_id=39=39 http://www.example.com/how-to-optimize-link-texhttp://www.example.com/how-to-optimize-link-tex

t.htmlt.html

On Page Factors


Content MechanicsContent Mechanics Key Page Elements: Key Page Elements: ContentContent

Content is KINGContent is KING

On Page Factors



Content is KINGContent is KING No silver bulletNo silver bullet

On Page Factors



Content is KINGContent is KING No silver bulletNo silver bullet Build useful and interesting contentBuild useful and interesting content

On Page Factors



Content is KINGContent is KING No silver bulletNo silver bullet Build useful and interesting contentBuild useful and interesting content Build for real people not botsBuild for real people not bots

On Page Factors



Content is KINGContent is KING No silver bulletNo silver bullet Build useful and interesting contentBuild useful and interesting content Build for real people not botsBuild for real people not bots Then: review text, tweak reword or rewrite Then: review text, tweak reword or rewrite

to increase keyword densityto increase keyword density

On Page Factors




to increase keyword densityto increase keyword density Do a sanity check – does your optimized Do a sanity check – does your optimized

copy read like spam email?copy read like spam email?

On Page Factors




to increase keyword densityto increase keyword density Do a sanity check – does your optimized Do a sanity check – does your optimized

copy read like spam email?copy read like spam email? Content Velocity: keep it freshContent Velocity: keep it fresh

On Page Factors


Internal LinkingInternal Linking Links within your siteLinks within your site Navigation Links (menus, etc)Navigation Links (menus, etc) BreadcrumbsBreadcrumbs All are opportunities to help the search All are opportunities to help the search

engine understand what is important on engine understand what is important on your siteyour site

Outbound LinkingOutbound Linking Link to authorities or resourcesLink to authorities or resources Blogs: good rank by linking because it adds Blogs: good rank by linking because it adds

valuevalue

On Page Factors



Questions?Questions?



Link BuildingLink Building Your single biggest expenseYour single biggest expense



Link BuildingLink Building What to do:What to do:

DirectoriesDirectories Yahoo, DMOZ.org, BOTW.org, STPT.com, Yahoo, DMOZ.org, BOTW.org, STPT.com,

SearchSite.comSearchSite.com





SearchSite.comSearchSite.com Forums and BlogsForums and Blogs





SearchSite.comSearchSite.com Forums and BlogsForums and Blogs Link ExchangesLink Exchanges





SearchSite.comSearchSite.com Forums and BlogsForums and Blogs Link ExchangesLink Exchanges SponsorshipsSponsorships





SearchSite.comSearchSite.com Forums and BlogsForums and Blogs Link ExchangesLink Exchanges SponsorshipsSponsorships Others – Content Sharing sites, Social Media, Others – Content Sharing sites, Social Media,

Article marketing, Social BookmarkingArticle marketing, Social Bookmarking



Link BuildingLink Building What NOT to do:What NOT to do:

Link FarmsLink Farms



Link BuildingLink Building What NOT to do:What NOT to do:

Link FarmsLink Farms Paid Links (from bad neighborhoods)Paid Links (from bad neighborhoods)



Content GenerationContent Generation Web 2.0 Sharing SitesWeb 2.0 Sharing Sites

Hub PagesHub Pages SquidooSquidoo WetPaintWetPaint Google KnolGoogle Knol



Content GenerationContent Generation EcommerceEcommerce

Google BaseGoogle Base KaboodleKaboodle ClickBankClickBank Commission JunctionCommission Junction



Content GenerationContent Generation Article MarketingArticle Marketing

EzineArticles.comEzineArticles.com iSnare.comiSnare.com



Content GenerationContent Generation Video MarketingVideo Marketing

YouTube, Vemio, Viddler, Blip.tv, YouTube, Vemio, Viddler, Blip.tv, Dailymotion, Veoh, and many more…Dailymotion, Veoh, and many more…



Content GenerationContent Generation Video MarketingVideo Marketing

YouTube, Vemio, Viddler, Blip.tv, YouTube, Vemio, Viddler, Blip.tv, Dailymotion, Veoh, and many more…Dailymotion, Veoh, and many more…

Tube Mogul.com and Traffic Geyser.comTube Mogul.com and Traffic Geyser.com



Content GenerationContent Generation Photo SharingPhoto Sharing

PhotobucketPhotobucket FlickrFlickr WebshotsWebshots



Social NetworkingSocial Networking FacebookFacebook MySpaceMySpace TwitterTwitter LinkedInLinkedIn ActiveRainActiveRain



Social NetworkingSocial Networking FacebookFacebook MySpaceMySpace TwitterTwitter LinkedInLinkedIn ActiveRainActiveRain

Benefits of SNBenefits of SN Build ReputationBuild Reputation Start your Start your

ConversationConversation Access to PeopleAccess to People


Test, test, test!Test, test, test!

Measure your SEO effort with Measure your SEO effort with AnalyticsAnalytics



Measure your SEO effort with Measure your SEO effort with AnalyticsAnalytics What’s working? Do more!What’s working? Do more!



Measure your SEO effort with Measure your SEO effort with AnalyticsAnalytics What’s working? Do more!What’s working? Do more! What isn’t? Stop!What isn’t? Stop!



Measure your SEO effort with Measure your SEO effort with AnalyticsAnalytics What’s working? Do more!What’s working? Do more! What isn’t? Stop!What isn’t? Stop! Where should you focus your efforts?Where should you focus your efforts?



Measure your SEO effort with Measure your SEO effort with AnalyticsAnalytics What’s working? Do more!What’s working? Do more! What isn’t? Stop!What isn’t? Stop! Where should you focus your efforts?Where should you focus your efforts?

Example: Keyword performance Example: Keyword performance from Google Analyticsfrom Google Analytics


Measuring Keyword Measuring Keyword PerformancePerformance Compare Keywords and their results:Compare Keywords and their results:

How many visitors per keyword?How many visitors per keyword? Did they stay or leave (bounce rate)Did they stay or leave (bounce rate) Even better: did they buy? Signup? Even better: did they buy? Signup?

Convert?Convert?


Measuring Keyword Measuring Keyword PerformancePerformance Compare Keywords and their results:Compare Keywords and their results:

How many visitors per keyword?How many visitors per keyword? Did they stay or leave (bounce rate)Did they stay or leave (bounce rate) Even better: did they buy? Signup? Even better: did they buy? Signup?

Convert?Convert?


Wrap Up and Action Wrap Up and Action ItemsItems

Advantages to Advantages to SEO:SEO: Long “shelf life”Long “shelf life” Very little recurring Very little recurring

feesfees Better screen Better screen

placementplacement Better conversionsBetter conversions



Advantages to Advantages to SEO:SEO: Long “shelf life”Long “shelf life” Very little recurring Very little recurring

feesfees Better screen Better screen

placementplacement Better conversionsBetter conversions

Disadvantages to Disadvantages to SEOSEO No guaranteed No guaranteed

placementplacement Takes a significant Takes a significant

amount of timeamount of time Requires more Requires more

resources for very resources for very competitive termscompetitive terms



Getting StartedGetting Started Get your house in orderGet your house in order

Make sure your site is nearly W3C compliantMake sure your site is nearly W3C compliant http://validator.w3.org/#validate_by_urihttp://validator.w3.org/#validate_by_uri

Examine and fix your Title and Description TagsExamine and fix your Title and Description Tags Add quality content to your site regularlyAdd quality content to your site regularly

Get you external campaign goingGet you external campaign going Develop a link building campaignDevelop a link building campaign Develop and post content off siteDevelop and post content off site

Measure your success and Rinse and Measure your success and Rinse and RepeatRepeat


Other ResourcesOther Resources(All links can be found at www.Greensboro-SEO.com)(All links can be found at www.Greensboro-SEO.com)

Google Webmaster ToolsGoogle Webmaster Tools W3C Markup Validation ServicesW3C Markup Validation Services Wordpress plugins for SEOWordpress plugins for SEO Firefox plugins for SEOFirefox plugins for SEO

Thanks for listening!Thanks for listening!

Sam KanakanuiSam Kanakanui Robert MosesRobert Moses [email protected]@NetwaveSolutions.com [email protected] [email protected] http://twitter.com/Greensboro_SEOhttp://twitter.com/Greensboro_SEO

http://twitter.com/robertmoseshttp://twitter.com/robertmoses

Date post:	08-May-2015
Category:	Technology
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Search Engine Optimization Overview

Technology