1. WHY DO WE OPTIMIZE WEBSITES
A Primer on Search Engine Optimization

2. Community Manager – GBG Iloilo
(Google Business Group) / P.R.O. SEO
Org Iloilo
Social Media Manager (Freelance)
Content Writing and Search Marketing
@yendefelipe gplus.to/yendefelipe
Web Manager for PanayDirectory.com and
MyIloilo.net

3. MY PRESENTATION AIMS TO…
 Make you more familiar with how search
engines work
 Why there’s a need to optimize websites
 What are the basic steps in optimizing a
website even without the technical
knowledge (On page / Off page SEO)

4. BEFORE EVERYTHING ELSE…
Search Engine Marketing
SEO
(search engine optimization)
Search Advertising
(Pay Per Click)
Social Media Marketing
* newest

5. ORGANIC SEARCH RESULTS

6. HISTORY OF SEO
In 1995, optimization was
born in the young stages of
Yahoo.
In 1996, comprehension for things like
keyword density and seasoning began to take
hold. Around 1997, Yahoo became the
Paramount submission site

7. HISTORY OF SEO
Between 2000 and 2001 –Google’s
PageRank system came into the scene and
new ranking algorithms cut out most of the
spam tactics that were extremely successful
in the prior submission sites.

8. HISTORY OF SEO
Google’s computer
programmers
introduced new
bots that crawled
the internet. These
bots began
scanning sites and
looking for certain
aspects like
keyword density
and relevant
backlinks.

9. SOCIAL MEDIA AND SEO
Social presence = actual popularity

10. THE PANDA (FEBRUARY 2011)
Decreased in search engine rankings:
"low-quality sites" or "thin
sites"

11. THE PENGUIN (APRIL 12, 2012)
Decreased in search engine rankings:
Declared black-hat SEO
techniques, such as keyword
stuffing, cloaking, participating
in link schemes, deliberate
creation of duplicate content

12. HOW SEARCH ENGINES WORK
 Video 1

13. KEYWORD RESEARCH FIRST…
Google Keyword Tool
Ubersuggest
Google Trends

14. KEYWORD RESEARCH
 Demo if net is available

15. WHERE DO WE START?

16. ONPAGE SEO CHECKLIST
 Content is high-quality, relevant, fresh
and at least 500 words in length.
 Target search phrase is included in
page headline.
 Target search phrase is included in at
least one sub-headline.
 Target search phrase is repeated three
to 10 times within body copy. Don’t
over-do it. Keep the reader in mind.

17. ONPAGE SEO CHECKLIST
> Page includes relevant images and/or
graphics that
help illustrate the target search phrase.
> Captions for images and/or graphics
include the target search phrase.
> If you are optimizing for specific
country, state, city or regional names, be
sure they are in your copy and perhaps
in a page footer.

18. ONPAGE SEO CHECKLIST
> No misspellings or poor grammar. Yes,
the search engines downgrade for either.
> Inclusion of social media links and / or
user discussion or reviews. Pages with
active visitor interaction are scored
higher than static pages.

19. OFF PAGE SEO
Your
Website

20. THE DON’TS IN SEO
1) Cloaking - Designing your Web site so that
search engines see one thing and visitors see
totally different content is called cloaking.
2) Duplicate Content
3) Don’t have robots write content for
your site
4) Add non-related keywords

21. THE DON’TS IN SEO
5) Link exchanges and bad
neighborhood
6) Hide text - Don't try to hide keywords by
making the background color the same as the
font color. This is called keyword
stuffing or fontmatching.
7) Distribute virus, trojans and other badware
8) Automated inquiries – for web rankings

22. THE DON’TS IN SEO
9) Doorway Pages - pages that are optimized
for one key term but are really designed to be
gateways to lead you to different content.
Doorway pages usually have very little in the
way of original content and often cloak or
redirect users to the intended Web site.
10) Title Stacking - Don't try to add extra
<title> tags for more keywords. One title per
page, please.

23. KEY SEO TAKEAWAYS
 Quality links over quantity
 Quality Content is KING
 Be social
 Know your audience / target market
 Scour the net for free tools
 READ…and keep on reading (alerts)

24. SOURCES
 http://rankexecutives.com/history-seo/
 http://google.about.com/od/searchengi
neoptimization/tp/badseo.htm
 GOOGLE!
My websites:
MyIloilo
Panay Directory
Maverick Internet Marketing