seo overview - the basics of seo

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Page 1: Seo overview - The Basics of SEO

SEOSEO

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Search engines want happy searchersSearch engines want happy searchers

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Happy searchers = more searchersHappy searchers = more searchers

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More searchers = more searchesMore searchers = more searches

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More searches = more $$$More searches = more $$$

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Anatomy of a SERPAnatomy of a SERP

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SearchEngineRankingsPage

SearchEngineRankingsPage

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organic

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organic

organic

shopping

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local + organic

organic

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personalization

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250+ factors250+ factors

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Why bother?Why bother?

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15%85%

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How search engines workHow search engines work

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Search engines seek valueSearch engines seek value

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Authority.Authority.

Every page has votes: Links & chatter.Every page has votes: Links & chatter.

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Relevance.Relevance.

What you say: Words & concepts.What you say: Words & concepts.

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Trust.Trust.

Who are you really? Are you for real?Who are you really? Are you for real?

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Visibility.Visibility.

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Visibility.Visibility.

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They see text.They see text.

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They see text.They see text.

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They care about speed.They care about speed.

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Faster pages = more pages crawledFaster pages = more pages crawled

More pages crawled = more visibilityMore pages crawled = more visibility

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Visibility = The long tail.Visibility = The long tail.

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70% of all searches are 3+ words.70% of all searches are 3+ words.

Long tail conversion rates +50%.Long tail conversion rates +50%.

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On some e-commerce sites, 60% of search-driven sales come from the long tail.

On some e-commerce sites, 60% of search-driven sales come from the long tail.

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The long tail!!!!!The long tail!!!!!

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Visibility!!!!!Visibility!!!!!

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Onsite factorsOnsite factors

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The blank sheet of paper testThe blank sheet of paper test

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Come on in, the water is fineCome on in, the water is fine

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Supreme Court Tries SodomySupreme Court Tries Sodomy

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Supreme Court Tries Sodomy CaseSupreme Court Tries Sodomy Case

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On-page factorsOn-page factors

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Title tagOn-page textText position on pageALT attributesBolded textOther elements

Title tagOn-page textText position on pageALT attributesBolded textOther elements

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<title>GibbleGibbet - Nonsense words take over the world!</title>

<title>title text here</title>

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<strong>Gibblegibbet virus</strong>

<strong>bolded text</strong>

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<h1>GibbleGibbet - Nonsense words take over the world!</h1>

<h1>heading text here</h1>

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H1H1

H2H2

H2H2

H2H2

H3H3

H2H2

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On-site factorsOn-site factors

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Site structureLink positionLink anchor textOutgoing linksURL structure

Site structureLink positionLink anchor textOutgoing linksURL structure

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big topicbig topic

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article articlearticle

big topicbig topic

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<a href=”http://www.gibblegibbet.com/”>Gibblegibbet</a>

<a href=”/link/”>link text</a>

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http://www.mysite.com/category/page/http://www.mysite.com/category/page/

http://www.bicycles.com/tires/flat-proof/http://www.bicycles.com/tires/flat-proof/

http://www.bicycles.com/prd.cfm?this=thathttp://www.bicycles.com/prd.cfm?this=that

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http://www.site.com/nice-shirt/abcW00726,default,pd.html?cgid=wgu100&code=1234asdfasdc&selectedColor=1234

http://www.site.com/nice-shirt/abcW00726,default,pd.html?cgid=wgu100&code=1234asdfasdc&selectedColor=1234

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http://www.site.com/?jsessionid=asdfaoiuer0a92834alkfn a0923p9zouisfhlazdnsfa

http://www.site.com/?jsessionid=asdfaoiuer0a92834alkfn a0923p9zouisfhlazdnsfa

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Off-site factorsOff-site factors

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Linking domainsLinking domain authorityLink velocityLink anchor textLink diversityChatter

Linking domainsLinking domain authorityLink velocityLink anchor textLink diversityChatter

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PageRank

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Generally, more links are betterGenerally, more links are better

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If they aren’t junkIf they aren’t junk

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Search engines seek valueSearch engines seek value