seo calgary presentation at mru - may 27 2011
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DESCRIPTION
A presentation given to the digital communications class at Mount Royal College. The foundation of SEO and how to start making a splash.TRANSCRIPT
THE WORLD OF SEARCHGetting Found Online
Thursday, May 26, 2011
SEO & SEMDefined
Search Engine Optimization (SEO): Is the process of improving a websites visibility in a search engines natural organic listing page.
Thursday, May 26, 2011
SEO & SEM
Search Engine Optimization (SEO)
Onpage Optimization: Organizing content on or within the website for increased visibility
Offpage Optimization: Leveraging external websites and resources to increase visibility
Thursday, May 26, 2011
SEO & SEM
Search Engine Marketing (SEM): Is the process of buying advertisements (Ad words or Yahoo Search Marketing) to place your website in search results for certain keywords immediately.
Thursday, May 26, 2011
SEO & SEM
Thursday, May 26, 2011
SEO & SEM
Thursday, May 26, 2011
SEO & SEM
Thursday, May 26, 2011
SEO & SEM
Thursday, May 26, 2011
WHY IS SEARCH IMPORTANT?
•Drive Traffic to your website•Generate leads•Sell products or services•Increase brand awareness•Increase customer service
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COMPONENTS OF SEOSearch Engine Foundation
1. Keyword Research2. Site Submission3. Onpage Optimization4. Offpage Optimization5. Measure, adjust, Measure again
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KEYWORD RESEARCHWhat would you search for?
Make a list of 20 terms you would search for. Use short tail long tailed words.
Short tail: Shoes Calgary | Long Tail: White 2007 Puma Roma’s with Blue Trim
Type those terms into a Search Engine: Who comes up?
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KEYWORD RESEARCHWhat do your competitors rank for?
Research your competitor :
1. What are their title tags and header tags?
2. Look under their website
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Viewing the Competitions
Keywords
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Viewing the Competitions
Keywords
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KEYWORD RESEARCH
Viewing the Competitions Keywords
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KEYWORD RESEARCH
Viewing the Competitions Keywords
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KEYWORD RESEARCH
http://www.seomastering.com/keyword-density-analyzer.php
Viewing the Competitions Keywords
Thursday, May 26, 2011
Research Tools
Free
Google Keyword Research ToolSEOBook.com
KEYWORD RESEARCH
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How To Use A Research Tool
KEYWORD RESEARCH
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How To Use A Research Tool
KEYWORD RESEARCH
Thursday, May 26, 2011
How To Use A Research Tool
KEYWORD RESEARCH
Thursday, May 26, 2011
How To Use A Research Tool
KEYWORD RESEARCH
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End Result of Keyword Research
• 5 - 10 Keywords to start
• High and Low Search Volume Mix
• Long tail and Short tail
KEYWORD RESEARCH
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Google Webmaster Toolswww.google.com/webmaster/tools
Yahoo Site Explorewww.siteexplorer.search.yahoo.com/
Bing Webmasterwww.bing.com/toolbox/webmasters/
SEARCH ENGINE SUBMISSION
Thursday, May 26, 2011
ONPAGE OPTIMIZATION
The structuring of components and layout of all parts of your website to increase visibility within Search Engines.
Thursday, May 26, 2011
ONPAGE OPTIMIZATIONTitle Tags: A description of the web page
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ONPAGE OPTIMIZATIONTitle Tags: A description of the web page
Should include your keyword(s)
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ONPAGE OPTIMIZATION
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ONPAGE OPTIMIZATION
Header Tags: Are the areas on a webpage that define headings of content in a webpage.
<h1>Mount Royal Social Media Class</h1>
Thursday, May 26, 2011
ONPAGE OPTIMIZATION
Header Tags: Are the areas on a webpage that define headings of content in a webpage.
<h1>Mount Royal Social Media Class</h1>
Google uses tags to understand the content of the page
Thursday, May 26, 2011
ONPAGE OPTIMIZATIONHeader Tags
• Use H2 and H3 tags below to organize content• Use on or two H1 tags on a page, when appropriate• Put keywords in header tag. Don’t over do it though.
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ONPAGE OPTIMIZATION
Header Tags
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ONPAGE OPTIMIZATION
Header Tags
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ONPAGE OPTIMIZATIONMeta Tags: Are HTML elements that help to provide structured meta data about a web page. They help Search Engines understand what is on your page.
Important Meta Tag: Meta Description
Thursday, May 26, 2011
ONPAGE OPTIMIZATIONMeta Tags: Are HTML elements that help to provide structured meta data about a web page. They help Search Engines understand what is on your page.
Important Meta Tag: Meta Description
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ONPAGE OPTIMIZATION
Not Important: Meta Keyword Description
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ONPAGE OPTIMIZATION
Keyword Density: The number of times a keyword appears on a page in comparison to the total number of words in the content region.
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ONPAGE OPTIMIZATION
Keyword Density
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ONPAGE OPTIMIZATION
Keyword Density
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ONPAGE OPTIMIZATION
Keyword Density
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ONPAGE OPTIMIZATION
Highlighting and Italicizing Keywords can increase their visibility
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ONPAGE OPTIMIZATION
Highlighting and Italicizing Keywords can increase their visibility
Rule of Thumb: In the content region of your site, sprinkle your keyword 3 - 5 times throughout a page.
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ONPAGE OPTIMIZATIONImage Alt Text: alternative information source for those people who have chosen to disable images in their browsers.
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ONPAGE OPTIMIZATION
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ONPAGE OPTIMIZATIONImage Title: the title of the....image.
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ONPAGE OPTIMIZATIONImage Title: the title of the....image.
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ONPAGE OPTIMIZATIONSlugs: The URL Structure on your web page.
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ONPAGE OPTIMIZATIONSlugs: The URL Structure on your web page.
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Links
Internal: Linking content from within your website, to other content in your website.
ONPAGE OPTIMIZATION
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Links
Outbound: Linking to content outside of your website.
ONPAGE OPTIMIZATION
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ONPAGE OPTIMIZATIONOther factors
•Load Time•Video•Bounce Rate
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OFF PAGE OPTIMIZATION
Intentional actions done away from your main website so search engines understand the value
of your website.
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OFF PAGE OPTIMIZATION
Link Building: The process of building links from external websites back to your website.
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OFF PAGE OPTIMIZATIONSome places to start getting immediate links:
• Social Bookmarking sites• Social Media sites• Blogs• Directories (Google has devalued free greatly)• Other websites
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OFF PAGE OPTIMIZATION3 types of links to go after
• Quantity - the more links the better...sometimes
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OFF PAGE OPTIMIZATION3 types of links to go after
• Quantity - the more links the better...sometimes• Quality - links from highly ranked websites
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OFF PAGE OPTIMIZATION3 types of links to go after
• Quantity - the more links the better...sometimes• Quality - links from highly ranked websites• Relevance - links from relevant sources in your industry
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OFF PAGE OPTIMIZATIONHow to build incoming links
Participate in Conversation: Talk in blogs, forums, and other trade specific conversations online. Answer questions and link back to your website
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OFF PAGE OPTIMIZATIONHow to build incoming links
Good original content: Instead of regurgitating news or content, create your own good, natural, original content.
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OFF PAGE OPTIMIZATION
200-300 peopleper day to this article
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OFF PAGE OPTIMIZATIONHow to build incoming links
Get a blog: Create constant new content. Become an expert in your field. Use the blog to link to your original site.
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OFF PAGE OPTIMIZATIONHow to build incoming links
Create top 10 lists: An original top 10 for your industry.
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OFF PAGE OPTIMIZATIONHow to build incoming links
Link to others: Link to other people from your website.
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OFF PAGE OPTIMIZATION
Anchor Text: Is the words used in a hyperlink to describe the page that the word is linking too.
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OFF PAGE OPTIMIZATION
Anchor Text: Is the words used in a hyperlink to describe the page that the word is linking too.
Anchor Text is very important for SEO. It helps search engines identify what your page is about.
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OFF PAGE OPTIMIZATION
Anchor Text
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OFF PAGE OPTIMIZATION
Anchor Text
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OFF PAGE OPTIMIZATION
Anchor Text
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OFF PAGE OPTIMIZATION
To create good Links Back
1. Be helpful, authentic, and genuine.2. Tell people how to link back to you.3. Make a constant and consistent effort
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OFF PAGE OPTIMIZATION
Check other back links
http://siteexplorer.search.yahoo.com
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MEASURE
•Keywords•Bounce Rate•Landing Pages•Click Through
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CREDITS AND CRED
SEO Hacker.comSEO Book.com
Search Engine Journal.comSearch Engine Land.com
Thursday, May 26, 2011