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SEO basicsChris Snider | @chrissnider
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Who inventedthe toilet?
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How would we find out?
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What if youneeded
a plumber tofix that toilet?
How would you find one?
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Then what?
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Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the
"natural" or un-paid search results.
In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the
more visitors it will receive from the search engine’s users.
SEO may target different kinds of search, including image search, local search, video search and news search.
Source: Wikipedia
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Google processed 12.1 billion searches in March 2015. Microsoft processed 3.8 billion searches in March 2015.
Yahoo! processed 2.4 billion searches in March 2015.
Source: Comscore March 2015 ... http://www.comscore.com/esl/Insights/Market-Rankings/comScore-Releases-March-2015-US-Desktop-Search-Engine-Rankings
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drake university is searched 40,500 times each monthdrake is searched 3,350,000 times each month
drake relays is searched 4,400 times each monthiowa state fair is searched 60,500 times each month
des moines is searched 90,500 times each month
Source: Google Keyword Planner
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Imagine if your site were at (or near) the top of those search results.
Search is a great way to drive traffic to your site.
And very likely the best way to drive traffic to your site.
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What you see when you perform a search...
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paid search results
organic search results
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Sitelinks
Google+ Box
Search
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top 3 spots are seen 100 percent of time
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Eyetrack and search...
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10x traffic difference for 1st vs. 10th position
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How people search• Users no longer scroll down the page
• Instead, they submit multiple queries to narrow information
• sandals > men’s sandals > men’s nike sandals > blue men’s nike sandals
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How does SEO work?And how can it work for you?
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Simplified SEO• Build a quality site with great content
• Find the right keywords – and put them in the right places
• Get other quality sites to link to you
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The more useful, relevant and compelling your content, the greater chance someone will link to you (and increase
your rank in SERPs).
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Finding the right keywords
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Figure out what words people should search to find your site.
Remember: The goal is to be helpful to readers, not to trick them.
Then: Research those words.
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Why research?• To find words people actually search
• To make sure you’re not trying to optimize a word you will never get ranked for
• To find alternative words in case our words are not searched or are too competitive
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Great resource tool is Google Keyword Planner
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Where to use those keywords
In your page Title (at the front).
In your URL.
In your headlines <h1> and <h2>.
In the first <p> of your post.
In your meta data (not as important for SEO).
In links to your site.
Target one keyword per page.
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titleURL
H1
text
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And also your source code...
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What Google shows...
title
meta description
URL
Reviews
sitelinks
70 characters
156 characters
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Case study
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Get links
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Links & Google Page Rank• PageRank is a link analysis algorithm,
named after Larry Page and used by Google, that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of measuring its relative importance within the set.
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.edu sites have more link authority.
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Good link:
Bad link:
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Link to your own site. That has value too.
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Try to get other credible sites/blogs to link to you.
Best way to do that is to have great content.
Next best way to do that is to link to them.
But no tricks. Google wants things to make sense.
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Write articles/posts that people will want to link to.
Look closely at your metrics to see what is popular.
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If you only do one thing...
Create good content.
The rest will follow.
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Questions?
Resources:seomoz.org/blog
seobook.com/blogmattcutts.com/blog
googlewebmastercentral.blogspot.comblog.hubspot.com (then click on SEO at bottom)
twitter.com/chrissnider