seo101_emarketing techniques 2009

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Search Engine Optimization 101

Today‟s SEO 101 - Tour Guide‟s

Joe AbrahamSageRock.com

Step 2: OFF-Page Factors

Jan LimpachKeyphrase-Marketing.com

Step 1: ON-Page Factors

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– What‟s Your Question?

– Building a Google Friendly Website

» Step 1. On Page Factors

– Website Promotion

» Step 2. OFF Page Factors

– Tips, Tricks & Tools… Along the way!

– Review and ALL…

…In 60 Minutes, so Hang On!


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12 Important - SEO Do’s & Don’ts

Step 1. ON Page Factors

Making Your Website Search Engine Friendly

or…

How to Make GOOGLE Love Your Website,

MORE, Than your competitor’s, who aren’t here today. :-)


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“To be found in the search engines,

first the search engines must find you.”

~Jan Limpach 1969


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Disclaimer

Many of the things you see here may seem overly basic to some. That is the intention of this document, to layout the search engine optimization basics, (SEO 101).

To build a good foundation for a website there are certain best practices followed by industry professionals.

It is our intention to pass some of those along to you here, but of course recognizing, it is a bit more complicated than following these 12 points to have a top ranking website.

The information provided herein is the most current data available as of the day of this presentation. The search engine algorithms are an ever changing formula, so remember your mileage may vary…


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1. Some sites still use a type of entry page that

became popular years ago.

Using a (______) page may cause your visitors

FRUSTRATION, and reduce your chances

for higher search engine rankings.

Bailout rates as high as 70% have been recorded

for this type of page.


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1. Some sites still use a type of entry page that

became popular years ago.

Using a (SPLASH) page may cause your visitors

FRUSTRATION, and reduce your chances

for higher search engine rankings.

Bailout rates as high as 70% have been recorded

for this type of page.


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2. Building your home page or entire

website with a (_____) file

will not provide the search engines

with as much readable content

as using a standard HTML / CSS

architecture.


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2. Building your home page or entire

website with a (FLASH) file

will not provide the search engines

with as much readable content

as using a standard HTML / CSS

architecture.


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3. Designing your website with

(______) also presents a separate set

of challenges for the search engines.


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3. Designing your website with

(FRAMES) also presents a separate set

of challenges for the search engines.


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4. Are your pages accessible?

A popular type of navigation these days is

created with (__________).

This too will make it difficult for the search

engine spiders to find your pages.

The less you use it, the better.


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4. Are your pages accessible?

A popular type of navigation these days is

created with (JAVASCRIPT).

This too will make it difficult for the search

engine spiders to find your pages.

The less you use it, the better.


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5. Let‟s Review…

(______), (_____), (______) & (__________)

Beware how you use these techniques.


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(SPLASH), (_____), (______) & (__________)



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(SPLASH), (FLASH), (______) & (__________)



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(SPLASH), (FLASH), (FRAMES) & (__________)



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(SPLASH), (FLASH), (FRAMES) & (JAVASCRIPT)

OH My!



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6. The Internet is about people,

and people love quality

(_______, _______ & more _______)


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(CONTENT, _______ & more _______)


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(CONTENT, CONTENT & more _______)


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(CONTENT, CONTENT & more CONTENT)


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7. To optimize the content on your site requires

(_________) research.

Using a tool such as (_________________) will

provide you with some brainstorming ideas on

topics to build your pages about.


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(KEYPHRASE) research.

First make a list, of what you think are the

primary keywords your visitors would search on.

Using a tool such as (_________________) will




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(KEYPHRASE) research.

First make a list, of what you think are the

primary keywords your visitors would search on.

Using a tool such as (Google Keyword Tool) will




https://adwords.google.com/select/KeywordToolExternal

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8. The Most Important words on your website are in the

(_____ ___). What's in your <head>?

The (____ ___________) is often used by the search

engines to describe your site in the search results.

So, be sure to use your primary keyword phrase and

enticing copywriting here, to get that important click.

Much overrated is the (____ ________) tag. This was

abused in the past, so most search engines will not use it

to add value to your ranking. This is virtually all you need

in your <head>. Don‟t stuff it with allot of junk that will

clutter up the source code and slow your page down.

Three for the Price of One

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(TITLE TAG). What's in your <head>?

The (____ ___________) is often used by the search










http://www.google.com/search?hl=en&as_q=untitled+document&as_epq=&as_oq=&as_eq=&num=100&lr=&as_filetype=&ft=i&as_sitesearch=&as_qdr=all&as_rights=&as_occt=any&cr=&as_nlo=&as_nhi=&safe=images

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The (META DESCRIPTION) is often used by the search










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The (META DESCRIPTION) is often used by the search




Much overrated is the (META KEYWORDS) tag. This

was abused in the past, so most search engines will not

use it to add value to your ranking. This is virtually all you

need in your <head>. Don‟t stuff it with allot of junk that

will clutter up the source code and slow your page down.


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9. Do your pages (________) to standards?

Check your pages here (http://_________.org)

this will help you remove any roadblocks

the search engines might have

when reading your site.


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9. Do your pages (VALIDATE) to standards?

Check your pages here (http://_________.org)





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9. Do your pages (VALIDATE) to standards?

Check your pages here (http://validator.w3.org)





http://validator.w3.org/

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10. What‟s good for (_____________)

is good for search engine optimization.

Do your images have an (___ ___)?

These help visitors and search engines alike,

know more about your website.


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10. What‟s good for (ACCESSIBILITY)


Do your images have an (___ ___)?




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10. What‟s good for (ACCESSIBILITY)


Do your images have an (ALT TAG)?




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Example of Image Map Website, with Images Turned OFF

Can the Search Engines See What You See?

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11. You can build the perfect website,

but there are two types of optimization

you need to consider

(__ ____ _______) & (___ ____ _______).


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(ON PAGE FACTORS) & (___ ____ _______).


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(ON PAGE FACTORS) & (OFF PAGE FACTORS).


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12. Search engines read…

(____) and (____ _____)

keeping these foremost in your design,

will allow the search engines

to find your important content easier

and help you achieve higher rankings.


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(TEXT) and (____ _____)






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(TEXT) and (TEXT LINKS)






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Is This Your Boss, Monday Morning,

Searching Google, For His Company’s Website?

Step 2: Off-Page Factors

Joe Abraham, SageRock


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• Search Engines do 2 things really well

– Read text

– Follow links

• Simple programs called Spiders relay

the data they find back to databases

• An algorithm is applied and you have

search results


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Search Engines are like High School

• Links are like popularity votes

• Some sites hold more weight than

others and those “votes” count more


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How do I find out how many

links I have?

Type this command into Google:

link:www.YourSite.com

Or….


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Visit Yahoo! Site Explorer at:

http://siteexplorer.search.yahoo.com

Very comprehensive, free tool to allow

you to see the links you (and your

competition) have.


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http://siteexplorer.search.yahoo.com/

Which links are we talking „bout?

– Directory Links

– Links from Exchanges

– One-way Links

Not all links are the same…


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• Quality V. Quantity

– Spammy sites and link farms hold little

to no value

– Look for links that are on pages that are

relevant to your site

– Try and have your targeted keyword in

the hypertext

• “Click here” is not good hypertext


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There is No Silver Bullet for Linking

• Linking is about networking and

relationship building

• Ask friends, owners of related

businesses, bloggers and others you

have a relationship with for a link

• Steer clear of paid links***


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The Best Way to Get Links

• Create fantastic content

– Needs to be Unique

– Credible

– Informative

– Easy to Access

– Better than your Competitions‟


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Other Ways to Get Links

• Press Releases

– Optimized for the Web

– Complete with Links back to your site

• Article Distribution

– Again, optimized with links to your site

– Post on free article distribution sites


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More Ways to Get Links!

• Directory Submissions

– Sites like OneWayTextLink.com list free

sites to submit your site too

– Look for sites that have categories that

relate to your site

– Create a unique ad for each submission


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Even More Ways to Get Links!

• Reputation Management

– Submit Articles to Digg

– Start a Blog

– Comment on other blogs

• Become an Expert

– Visit Forums

…and answer questions for people


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Remember Yahoo! Site Explorer?

• Look at your Competitions‟ Links

– Try and recreate their success

– Look for links from directories or

certifications


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Questions?

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Thank You for Your Attention!Enjoy, the rest of your day at the conference!

Jan Limpach (440) 365-8034

Keyphrase-Marketing.com

Joe Abraham (330) 379-9000

SageRock.com

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seo101_emarketing techniques 2009

Business

search engine spiders

search engine algorithms

search engines

higher search engine

type of page

home page

type of entry page

splash page