Very very basic guide for beginners

1. SEO
How to buzz with
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2. Montag, 17. August 2009 2

3. agenda
• fundamentals
• keywords
• offs & ons
• crystal ball
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4. agenda
• fundamentals
• keywords
• offs & ons
• crystal ball
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5. fundamentals
• Search Engines
• History
• Technique
• Who cares
• Web Catalogues
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6. Search Engines: History
1994
- Y2K
1999 1998, Brin & Page, Stanford Uni:
The Anatomy of a Large-Scale Hypertextual Web Search Engine
2009 Market Share (D.A.CH): > 90 %
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7. Technique
Crawler /
Index Frontend
Bots / Spider
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8. Technique
Frontend
Index
Crawler / Bots /
Spider
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10. Who Cares
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11. SERPs
Ranking Factors
natural link structure
age & link quality
PageRank
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12. Catalogues
• DMOZ / ODP - Open Directory Project
• local / niche catalogues
• take care - evaluate faithfully
• bad neighbourhood is - well - bad ;-)
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13. agenda
• fundamentals
• keywords
• offs & ons
• crystal ball
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14. Keywords
• Brainstorming
• Databases
• Keyword Evaluation
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15. Brainstorming
• it‘s not important what you would search
for
• you need to figure out what customers are
looking for
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16. Databases
• Once more: Google ;-)
• Google Adwords Keywordtool
• Google Trends
• or commercial providers
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17. Adwords KW Tool
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18. Google Trends
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19. commercial providers
• SISTRIX Toolbox
• Searchmetrics SEO Suite
• ....
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20. agenda
• fundamentals
• keywords
• offs & ons
• crystal ball
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21. On Page
• Domains / Hosting
• Site Structure
• Topicality
• URI
• Internal Linking
• DC - Duplicate Content
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22. Domains / Hosting
• choose domain wisely
• TLD - country specific
• also own typos!
• choose reliable hosting provider
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23. Site Structure
• Title Tag
• <title> olé olé </title>
• describe what‘s it all about
• not more than 3 keywords (if possible)
• „Keyword 1 Keyword 2 at sitename.com“
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24. Site Structure
• Heading
• <h1> We rule! Wohooo! </h1>
• <h1> - <h6>
• Meta Tags
• Part of a lot of myths ;-)
• don‘t matter that much nowadays
• don‘t believe everything - tags like <PR = 10> are stupid bull..it =)
• description tag makes sense
• tags for local identification should be used too
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25. Site Structure
• Keyword Density
• frequency of keywords in relatioin to content on site
• was important in the old days
• today: write content for people, not for robots
• avoid „keyword stuffing“ (not more than 5 - 7 %)
• you don‘t have to count, there are tools for checking kw density =)
• Topicality
• sites that are updated regularly will be found more easily
• Blogs.Yeah! =)
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26. Site Structure
• URI
• Unified Ressource Identifier
• www.ambuzzador.com/knowhow/seorules
• don‘t change!
• talking URIs (ambuzzador.com/seo is cooler than ambuzzador.com/123/
uil39/ixpd.xps)
• use -
• don‘t use parameters & session id‘s (mod rewrite!)
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27. Site Structure
• internal linking
• don‘t use „here“ as link text - use meaningful link text
• use alt-tags for pictures and media
• broken wings links
• check your links once in a while - important!
• Navigation
• use html! don‘t mess around with javascript, pictures, flash...
• css is fine & breadcrumbs are tasty!
• Sitemaps - yay!
• DC is bad!
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28. Off Page
• Links for Ranking
• Evaluation of Links
• more off page
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29. Links for Ranking
• Page Rank
• recommendations rule
• recommendations are evaluated
• Link-, Domain & IP Popularity
• outdated - manipulation
• not exact
• Authority / Hilltop
• Experts link to a lot of relevant pages
• Authorities receive a lot of links from experts
• Link Text
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30. Evaluation of Links
• Relevance (topic related)
• Position on site (header, content, sidebar, footer, ...)
• Age
• Amount of outbound links
• Inheritance (no follow, robots.txt)
• Site Quality
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31. more...
• Link buying
• Link renting
• Linkbaiting
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32. agenda
• fundamentals
• keywords
• offs & ons
• crystal ball
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33. crystal ball
• search engines develop
• google‘s testing new algorithm right now
• semantic web is coming!
• live search becomes more important
• search engines will implement more
services
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34. Important Guideline
don‘t suck!*
:-)
* Avinash Kaushik, Webevangelist Google inc.
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