2. Agenda
WHAT Is SEO and WHY Is SEO Important?
How Do Search Engines Work?
On-Page Factors
Off-Page Factors
Myths and Misconceptions
Best Practices Breakdown
2
3. What is SEO?
Search Engine Optimization (SEO)…
… is the process of getting free, organic, editorial or
natural listings on search engines.
... means optimizing your content and website to get
more traffic.
… is different from Search Engine Marketing (SEM) –
which focuses on paid search.
… is divided into two sections: On-page and off-page
optimization.
3
4. What is SEM?
Search Engine Marketing is the process of gaining
traffic by purchasing ads on search engines (aka Paid
Search)
SEM includes, but isn't limited to:
Paid Inclusion
Pay Per Click Adverstising (PPC – Adwords)
Banner Advertising
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5. Pros and Cons of SEO and SEM
SEO SEM
+ Free
+ Searchers click on organic
search results more often than
paid PPC links
+ Excellent at creating
awareness quickly
+ Campaigns can be budgeted
to fit a business’s needs
– Time consuming
– Takes longer to see results
– Costs Money
– Must be managed constantly
(daily/weekly)
– ROI can be difficult to manage
– Clickfraud
5
9. Why Is SEO Important?
36% of users agree that “seeing a company listed
among the top results on a search engine makes me
think that the company is a top one within its field”*
90% of users click on a first page result
42% click on the first result
“Only” 12% click on the second result
The #1 result gets 3.5x more clicks than the #2 result
and 14x more clicks than the #10 result
*Source: papic.org 9
10. Why Is SEO Important?
Why you should optimize your site / content:
Search engines love it! (makes it easier to crawl)
People will find your content
User-friendly (easier navigation, clean content)
Your competitors are doing it
More traffic!
10
11. Google – The King of Search?
In 2012, Google processed over 3 billion searches per day – That’s over 100
billion queries per month!
65%
8%
5%
3%
3%
16%
Global Market Share
Google
Baidu
Yahoo
Yandex
Microso
Others
Source: comScore, searchengineland.com 11
12. Germany Russia China
Source: comScore, searchenginewatch.com
Know Your Market – Google Isn‘t The Only One
Out There
12
13. Agenda
WHAT is SEO and WHY is SEO Important?
How Do Search Engines Work?
On-Page Factors
Off-Page Factors
Myths and Misconceptions
Best Practices Breakdown
13
14. A Time Before Google
Believe it or not there used to be a time before Google
even existed!
Anyone remember any of these?
Source: lycos.com, altavista.com, yahoo.com, excite.com, infoseek.com 14
15. How Do Search Engines Work?
Crawling and Indexing the Web:
Search engines send out spiders/crawlers (e.g. GoogleBot) which
systematically browse the web and index it.
These spiders follow links to find interconnected
websites/pages/documents.
Websites were ranked according to their on-page content – which
made the whole system terribly easy to manipulate.
Keyword stuffing/spamming
That is until Google came around…..
15
16. Google Introduces the “PageRank”
Google Launched in 1998 and brought with it the infamous
“Page Rank”, a new algorithm which ranked pages based on the
number and PageRank of other web sites and pages that link
there, on the premise that good or desirable pages are linked to
more than others.
Source: wikipedia.com 16
17. Cheating the System
This new “Page Rank” was immediately exploited by “Link
Farms”.
Source: betadaily.com, lambentseo.com 17
18. Fighting Spam
But Google never sleeps…
You might have heard of these furry little friends…
Source: internetmarketinginc.com, constant-content.com 18
19. Filtering Out The Relevant Content
Google Constantly updates its algorithm, roughly 500-600 times a
year – with most changes going completely unnoticed to the
normal user (aside from the fact that the search results get better)
These algorithm changes happen to ensure that the user finds the
right content
Despite all the changes, when a user types in a query, the results
are still based on:
Relevance = Topic/Content
Importance = Links
So in theory the statement “the more links pointing to a website,
the better it ranks” is still valid?
Well yes and no... Mostly no.
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20. A link isn't just a link – there's more to Ranking than
meets the eye…
Possible Ranking Criteria
Source: seomoz.com 20
22. Agenda
WHAT is SEO and WHY is SEO Important?
How Do Search Engines Work?
On-Page Factors
Off-Page Factors
Myths and Misconceptions
Best Practices Breakdown
22
23. On-Page vs. Off-Page
On-Page Off-Page
On-Page Off-Page
Everything that you edit “on” your
website falls under On-Page
Optimization, such as:
Title Tags
URL
Content
Images
Site Architecture
Everything that you influence
“off” your website falls under Off-
Page Optimization, such as:
Link Building
Social Networking
Search Engine Submissions
Sitemap Submissions
Guest Blogging
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25. On-Page - The “Perfectly” Optimized Page
An Ideally Optimized Page Should:
Be hyper-relevant to a specific topic (usually a
product or single object)
Include Keyword in title tag
Include Keyword in URL
Include Keyword in the Meta description
Include Keyword in H1 (Header)
Include Keyword in image alt text
Specify Keyword several times throughout
text content
Provide unique content about a given Keyword
Link back to its category page
Link back to its homepage (This is normally
accomplished with an image link showing the
website logo on the top left of a page.)
An Ideally Optimized Page Should:
Be hyper-relevant to a specific topic (usually a
product or single object)
Include Keyword in title tag
Include Keyword in URL
Include Keyword in the Meta description
Include Keyword in H1 (Header)
Include Keyword in image alt text
Specify Keyword several times throughout
text content
Provide unique content about a given Keyword
Link back to its category page
Link back to its homepage (This is normally
accomplished with an image link showing the
website logo on the top left of a page.)
Source: seomoz.com 25
26. Title Tag
Max Display Length
Meta Description
Max Display Length
URL
Max Display Length
66-69
Characters
156-158
Characters
72-92
Characters
67-72
Characters
176-184
Characters
91-94
Characters
64-65
Characters
164-190
Characters
65-80
Characters
Recommended <65
Characters
<156
Characters
<65
Characters
Tag Length Recommendations
28. Optimizing Images
28
Filename: tiny-horse-ears.jpg
Pick a descriptive filename –preferably with a
keyword in it, not the standard DCIM0001.jpg
Alt Text:
The text that google “reads”
<img src=”tiny-horse-ears.jog" alt=”Tiny Horse
Ears" />
File Size: 70kb
Large files take longer to load, google looks at
page load speed. Reduce the image size as
much as possible without sacrificing quality.
Caption: Those are some tiny horse ears!
While they have no direct impact on rankings
(yet), they are quite possibly the best read
piece of content you have.
Filename: tiny-horse-ears.jpg
Pick a descriptive filename –preferably with a
keyword in it, not the standard DCIM0001.jpg
Alt Text:
The text that google “reads”
<img src=”tiny-horse-ears.jog" alt=”Tiny Horse
Ears" />
File Size: 70kb
Large files take longer to load, google looks at
page load speed. Reduce the image size as
much as possible without sacrificing quality.
Caption: Those are some tiny horse ears!
While they have no direct impact on rankings
(yet), they are quite possibly the best read
piece of content you have.
29. Finding The Right Keywords
Best starting point is to look in your Analytics
How are people finding your content, what are people looking for on your site
What are your competitors ranking for?
Expand on existing keywords
Who is your target audience?
Finding new Keywords and Analyzing Demand
Google Adwords’ Keyword Tool
Google Trends
Google Search Suggest
Microsoft Advertising Intelligence
Don’t Forget Mobile Users!
More prone to short head
Different type of Search, more action and location based - [keyword + “nearby”] (where, when,
how)
Understand who or what you are up against
Understand the demand for a certain phrase or keyword
Assess the work required to achieve those rankings
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30. Diversifying Your Keywords
Always include variations of keywords
Plurals (widgets, churches, shoes, recipes)
Synonyms (cruise, sail, journey, tour)
Stems (fish, fishing)
International spelling differences (Harbor /Harbour)
Typos
Use keywords
That are being searched for
That target your audience
That have medium to low competition
That you can build quality content that site visitors will appreciate
30
31. Agenda
WHAT is SEO and WHY is SEO Important?
How Do Search Engines Work?
On-Page Factors
Off-Page Factors
Myths and Misconceptions
Best Practices Breakdown
31
32. What is a Backlink?
Its “just” another website linking to you
Do You need Backlinks?
For sure! It can bring you traffic – but more importantly it will help you with your SEO!
Backlinks are what keep the internet going – it’s the currency of the internet. Websites
with lots of Backlinks will rank better. A Backlink from an “authoritive” website will
pass on some of its authority to you.
But wait! – not all links are created equal! A link from your Mom’s Tumblr Blog is not
the same as getting a link from CNN or Wikipedia.
So what is a good link?
It comes from a website/blog with authority (Does it have lots of followers, likes,
shares, tweets etc?)
It uses Anchortext, meaning your URL is linked into a keyword This will let Google
make the connection between the keyword and your website
Links, Links, Links
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33. 33
Backlink Factors and How They Impact SEO
Backlink Factors Impact on SEO
Popularity If a site has a large number of other sites linking to it, it is more likely to be a relevant
and important site. However, the overall number of links is not the only thing that
matters.
Link Neighbourhood
The types of sites that link to a website is a good indicator on that website itself. If a
website is linked to by trusted and reputable sites, then there is a good chance that it
will be seen as a trusted source as well by search engines. On the contrary, if it is
only receiving links from sites that are categorized as “spammy” or of low value, the
website might be categorized as low value as well.
Anchortext Links to a site with specific keywords in their anchor text will give it a higher chance
of appearing in searches for those keywords.
Freshness Search engines analyze link changes and tend to place more importance on newer
links.
Relevance
Links coming to a site from related and authoritative sites carry more weight. For
example, a cycling equipment company would get more value from links coming
from an 'Adventure Cycling' website than they would from a 'Drag Car Racing'
website.
34. Create good content
Create sharable content
Make it easy to share your content
Guest blogging
Sharing through social networks
Blog commenting
Networking
How to Get Backlinks
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35. Obtain links only from quality, authoritative sources related or relevant to
your site
• Strive for top sites (example: CNN, Wikipedia)
• Top sites have good:
Page rank
Content
Social networks
Links to any page on your site; not just homepage
• Deep linking good
Do not obtain links from “shady” sources
• Link farms, rings
• Link exchanges from sources of little/no page rank
Do not purchase links from others
Content is king – People will always link to good content
Inbound Link Best Practices
35
36. Social Media plays an ever growing role in SEO
Google takes “social signals” into account
Tweets, Likes, Shares and +1s are only getting more
important
Pick your battles – Focus on the networks which
bring you the most traffic and explore new
possibilities
Better to excel in three networks than to neglect and
fail in five of them
Social Media and SEO
36
37. Despite the negative rumors G+ is steadily growing
Authorship: G+ offers that you link your site with
your G+ Profile
Author rank: Another way to determine how good
your content is
Google+ - More Than Just A Facebook
Alternative
37
38. Higher click through rates
More people click on your link
Higher visibility
Your Content Stands out
Higher page views
More of your content will come
up
Establish authority
Create a visible public reputation
Build trust
Readers know you provide quality
content
Higher click through rates
More people click on your link
Higher visibility
Your Content Stands out
Higher page views
More of your content will come
up
Establish authority
Create a visible public reputation
Build trust
Readers know you provide quality
content
The Benefits of G+ Authorship
38
39. Agenda
WHAT is SEO and WHY is SEO Important?
How Do Search Engines Work?
On-Page Factors
Off-Page Factors
Myths and Misconceptions
Best Practices Breakdown
39
40. SEO Myths and Missconceptions
Google doesn't’t like SEO
SEO is a one time job
The more times you repeat the keyword within the page, the
higher it will rank
The more links you have coming to your website, the better
A high Google PageRank = high ranking
Meta tag keywords matter
Spending money on Google AdWords boosts your rankings
Great Content = Great Rankings
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41. Agenda
WHAT is SEO and WHY is SEO Important?
How Do Search Engines Work?
On-Page Factors
Off-Page Factors
Myths and Misconceptions
Best Practices Breakdown
41
42. Best Practices and Quick Fixes
On-page Off-page
Optimize:
Title and Meta Description
URL
H1
Content
Images
Create:
Sitemap
Research Keywords
Google Analytics
Google Trends
Google Adwords
Synonyms, Plurals, Typos
Build Quality Links and Connections
Blog Comments
Guest Posts
Blogroll
Create Shareable content
Make sure Anchortexts are used
Find the Networks which work best with your
audience
Submit your sitemap to Google and Bing
Google Authorship
Link your G+ Account with your blog
Be an active member and get shared
into circles
42
44. Wordpress SEO by Yoast
The best SEO Plugin for wordpress. (Free)
Opensiteexplorer.com
Online Tool, checks the Authority and Quality of a Website (Free)
Google's Keyword Tool - Google Adwords
Ideal for Keyword Research (Free)
Google Analytics
Analytical Web Monitoring (Free)
Google Webmastertools
check indexing status and optimize visibility of your website (Free)
Tools and Plugins
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45. Search Engine Optimization Starter Guide - Google
Google's SEO Guidelines
Searche Engine Land
The Periodic Table Of SEO Ranking Factors
LocalVox
Video SEO Guideline
Ninja-Creative
What is AuthorRank?
MajesticBlog
SEO Backlink Best Practices White Paper
Recommended Reading
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