SEO 101: Tips and Tricks for Search

SEO 101: TIPS AND TRICKS FOR SEARCH Dennis Goedegebuure, Natural Search Marketing Specialist

AGENDA ,[object Object],[object Object],[object Object],[object Object],[object Object]

WHAT IS SEO? ,[object Object],[object Object],[object Object],[object Object],[object Object],S earch E ngine O ptimization

WHAT IS SEO? (CONT’D) ,[object Object],Webmaster Guidelines Bing: help.live.com/help.aspx?mkt= en-us&project=wl_webmasters Google: www.google.com/support/webmasters Yahoo: help.yahoo.com/l/us/yahoo/search/basics/basics-18.html

UNIVERSAL SEARCH ,[object Object],[object Object]

SNIPLETS PRESENTATION ,[object Object],[object Object],[object Object],Y! Search Monkey: developer.yahoo.com/searchmonkey/ Google Rich Sniplets: microformats.org/wiki/google-search

SITE CRAWLING ,[object Object],[object Object],[object Object],[object Object],[object Object]

SITE INDEXING ,[object Object],[object Object],[object Object]

SITE RANKING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ranking Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],$lumps = array ( ‘L’ => ‘Links’ , ‘ U’ => ‘URL’ , ‘ M’ => ‘Meta Tags’ , ‘ P’ => ‘Page content’ , ‘ S’ => ‘Sitemaps’ ) ;

[object Object],LINKS ,[object Object],[object Object],[object Object],mysite.com

LINKS (CONT’D) ,[object Object],[object Object],[object Object],[object Object],[object Object],About page rank: www.google.com/corporate/tech.html

URL STRUCTURE ,[object Object],Considerations for URL Avoid big number of parameters Keywords in URL

URL STRUCTURE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],<head> <link rel=“canonical” href=“http://www.mysite.com” /> </head>

META TAGS ,[object Object],<head> <title>eBay Daily Deal: Great items, deep discounts, and free shipping</title> <meta name=“description” content=“Attention dealhunters: Save money on eBay with the Daily Deal. Check back every day for great items, deep discounts, and free shipping.”> <meta name=“keywords” content=“deal, deals”> </head>

TITLE TAG FORMULAS ,[object Object],[object Object],[object Object],[object Object],Informative Page Tag: [Primary Keyword] – [Action Words] [Secondary Keyword or Keyword Variation] [Brand or Company Name] Product Page Tag: [Product Name] – [Action Words] [Secondary Keywords or Keyword Variation] [Brand or Company Name] Example: Nintendo Wii – Buy Wii Game Console on eBay

META TAGS Does the result inspire a click?

PAGE CONTENT & ELEMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object]

PAGE CONTENT & ELEMENTS (CONT’D) Use semantic HTML <h1>My Article Title</h1> <p>Scientist reported Wednesday…</p> <span class=“heading1”>My Article Title</span> <p>Scientist reported Wednesday…</p>

SITEMAPS ,[object Object],[object Object],XML Sitemap <?xml version="1.0" encoding="UTF-8" ?> - <sitemapindex xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> - <sitemap> <loc>http://listing-index.ebay.com/sitemap_google_auction_intl_AU_2009060315_672001_1001.xml.gz</loc> </sitemap> </sitemapindex>

SITEMAPS (CONT’D) ,[object Object],[object Object],[object Object],[object Object]

Free Tools Search engine web tools Google webmaster Tools: www.google.com/webmasters/ Yahoo Site Explorer: siteexplorer.search.yahoo.com Bing Webmaster Center: www.bing.com/webmaster

FREE TOOLS (CONT’D) ,[object Object],Web developer toolbar Web developer toolbar: chrispederick.com/work/web-developer

Free Tools (CONT’D) Keyword research tools Google Search Insights: www.google.com/insights/search/

FREE TOOLS (CONT’D) Keyword research tools

FREE TOOLS (CONT’D) Microsoft excel ad intelligence plug-in Microsoft Ad Intelligence: advertising.microsoft.com/search-advertising/advertising-intelligence

CONCLUDING THOUGHTS ,[object Object],[object Object],[object Object],[object Object]

MORE INFORMATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

LEARN AND SHARE ,[object Object],[object Object],[object Object],[object Object],LEARN AND SHARE www.x.com Twitter: @paypalx www.facebook.com/paypalx Innovate 09 hashtag: # ppxi09 Proprietary

SEO 101: Tips and Tricks for Search

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