This document provides quick tips for search engine optimization (SEO) and improving search engine visibility. It discusses focusing on qualified visitors searching for your products/services, the different types of search styles (search engines, directories, meta engines, paid searches), and emphasizes that relevance and useful, information-rich content are crucial. It provides guidelines on technical SEO basics like meta tags, titles, links, and avoiding cloaking or spammy techniques.

1. unmatchedstyle.com
@unmatchedstyle

2. Quick Self-Defense Tips
for Search Engine Visibility

3. What is SEO?
Search. Engine. Optimization. = SEO
SEO = How you make your site “findable”.
Focus on driving QUALIFIED visitors to your
site who are LOOKING for your products,
services or content.
Find out how they are looking for your stuff and
optimize what works where you can.

4. Some Basics
About Visitors
About Visitors
Web searchers are not random visitors.
They are actively seeking your products,
services or content.
They are “self-qualified” leads.
There are millions upon millions of us...

5. Different Styles
There are 4 different types of search styles:1.
Search Engines (Robots)
2. Directories (Humans)
3. Meta Engines (Meh...)
4. Paid Searches (PPC)

6. Relevance is Crucial
The core foundation for any SEO campaign
starts with a website that has strong, relevant
content. There is no secret recipe. There are no
shortcuts. Spam is dangerous. If its too good to
be true, then it probably is.
• There is no secret recipe. There are no
shortcuts. Spam is dangerous. If its too good to
be true, then it probably is.

7. Organic Search Engines
Spiderability
•Place important content in HTML text format
•Create a spiderable navigational structure
•Don't force registration
•Avoid using frames
•Watch out for session IDs & cookies
•Beware of "spider traps” (too many 301 or 302's)

8. Let’s get META
<title></title>
<meta name="description" content="” />
<meta name="keywords"content="” / >
Wasting your time on the other stuff...

9. The Meta Tags
Meta descriptions have three primary uses:To
describe the content of the page accurately and
succinctlyTo serve as a short text
"advertisement" to click on your results in the
search results
•To describe the content of the page accurately
and succinctlyTo serve as a short text
"advertisement" to click on your results in the
search results
To describe the content of the page accurately
and succinctlyTo serve as a short text
"advertisement" to click on your results in the
search results

10. The Title
The most important attribute in PageRank
•Limit length to 65 characters (including
spaces) or lessIncorporate keyword phrasesUse
a dividerBe consistentRepeat in the <h1>

11. Let’s chat about
It really is the only one that matters anymore.
•Page Rank
•Guidelines
•What NOT to do

12. What is PageRank
Google assigns a page a PageRank.
This is based on the quality of links that link to
your page.
or

13. Linking “The Linkerati”
Ask for a link & share a link (the Blogroll)
Participating in blog comments, forums, social
networks, twitter - basically any online content.
It needs to be relevant participation, not
spammy. Make yourself useful okay...
You must link and be linked to get the juice.

14. nofollow
rel='nofollow'
Are you leaking page juice?
Pages are like a balloon filled with water, the more holes the faster you
lose water. - seomoz
Links to pages with little or zero relevance to
content make your PageRank suffer.
PageRank Sculpting works for the big 3:
Yahoo, Google, & MSN

15. Guidelines
#1 Get a Google Webmaster Account!

16. Guidelines
Make a site with a clear hierarchy and text
links. Every page should be reachable from at
least one static text link.

17. Site Architecture
Good website organization is good for people
and robots.
Search engines do make use
of relationships between
pages and give value to
content that has been
organized properly.
(AKA: semantics)

18. AJAX & Javascript
It’s cool right?
When it hides content
it’s bad for search engines
and humans.

19. Guidelines
Have a site map
1 for humans (HTML) & 1 for Google (XML)

20. Guidelines
Create a useful, information-rich site, and write
pages that clearly and accurately describe your
content.

21. Guidelines
Think about the words users would type to find
your pages, and make sure that your site
actually includes those words within it

22. Guidelines
Use text instead of images to display important
names, content, or links.
What is this 1998?

23. Guidelines
Make sure that your <title> elements and alt
attributes are descriptive and accurate.
Yes, use alt=”description” on stuff...
You have to have alt=”” for it to validate too...
...But be aware of accessibility issues.

24. Guidelines
Check for broken links and validate your HTML.
For this the W3C is very handy...
Or view your pages with the CSS turned off.

25. Guidelines
robots.txt
Use robots.txt to prevent crawling of search
results pages or other auto-generated pages
that don't add much value for users coming
from search engines.

26. Guidelines
Cloaking only good for Klingons...
Make pages primarily for users, not for search
engines. Don't deceive your users or present
different content to search engines than you
display to users, which is commonly referred to
as "cloaking."

27. Guidelines
Don't participate in link farms.
In particular, avoid links to web spammers or
"bad neighborhoods" on the web, as your own
ranking may suffer.

28. Guidelines
Try not to use a program to do the work.
Google does not recommend the use of
products such as WebPosition Gold™ that send
automatic or programmatic queries to Google.

29. Guidelines
Target pages can be powerful tools when
used correctly however...
Avoid "doorway" pages created just for search
engines, or other "cookie cutter" approaches
such as affiliate programs with little or no
original content.

30. Guidelines
Submit the site: google.com/addurl/

31. Resources
Websites:
searchenginewatch.com
seomoz.org