get found on google: search engine optimization …...get found on google: search engine...
TRANSCRIPT
![Page 1: Get Found on Google: Search Engine Optimization …...Get Found on Google: Search Engine Optimization (SEO) Basics & Technical Solutions Lindsay Wassell Keyphraseology, LLC August](https://reader030.vdocuments.site/reader030/viewer/2022040609/5ecdcb7e0334f65af775960c/html5/thumbnails/1.jpg)
Get Found on Google: Search Engine Optimization (SEO) Basics & Technical Solutions
Lindsay Wassell Keyphraseology, LLC August 9, 2011 Session: 10028
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Outline
• The Search Landscape
• How Search Engines Operate
• Accessibility
• Keyword Research & Targeting
• Link Building
• Social
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THE SEARCH LANDSCAPE
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Share of Searches
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But Bing now Powers Yahoo!, Right?
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Universal SERPs
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Universal SERPs, Cont.
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Universal Search, Cont.
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SEO Pyramid
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HOW SEARCH ENGINES OPERATE
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A Four-Part Process
Crawling Indexing Relevancy & Ranking
Serving Results
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Crawling
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Indexing
Search engine
indexing collects,
parses, and
stores data to
facilitate fast and
accurate
information
retrieval.
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Relevancy & Ranking
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Serving Results
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ACCESSIBILITY
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Internal Link Architecture
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Internal Link Architecture Cont.
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Internal Link Architecture Cont.
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5 Methods to Improve Accessibility
1. Make site hierarchy flat
2. Link from powerful pages to pages needing strength
3. Eliminate dead-ends and low value pages
4. Craft navigation/category pages worthy of links
5. Exclude unimportant pages from spiders’ crawl paths
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Bot Accessibility: CLOSED
• Splash Pages
• Malformed bot herding techniques
• Login required
• Behind JavaScript
• iFrames
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Bot Accessibility: WIDE OPEN
• Parameters Galore
• Spammy UGC
• Search Results Pages
• Duplicate Content
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Universal SERPs, Cont.
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Bot Accessibility: OPTIMIZED
• Robots.txt
• Meta Robots Tag
• Canonical Tag
• XML Sitemap
• HTML Sitemap
• Webmaster Tools Verification
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Robots.txt
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Meta Robots Tag
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Canonical Tag
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XML Sitemap
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HTML Sitemap
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Bot Herding
BIG Biz Home Page
/members
(robots.txt disallow)
/login /account
/resources
/article.htm
/article.html?print (meta robots
'noindex')
/article.pdf (x-robots tag)
/m
(canonical tag)
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Robots Control Resources
• Webmaster Tools, Google:
• http://www.google.com/webmasters/
• Webmaster Tools, Bing:
• http://www.bing.com/toolbox/webmasters/?rfp=1099727894
• Robots Protocol (.txt, meta):
• http://www.robotstxt.org/
• http://www.seomoz.org/blog/serious-robotstxt-misuse-high-
impact-solutions
• X-robots-tag:
• http://googleblog.blogspot.com/2007/07/robots-exclusion-
protocol-now-with-even.html
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Robots Control Resources, Cont.
• Canonical Tag
• http://googlewebmastercentral.blogspot.com/2009/02/specify
-your-canonical.html
• http://www.seomoz.org/blog/complete-guide-to-rel-canonical-
how-to-and-why-not
• XML Sitemaps
• http://www.google.com/support/webmasters/bin/answer.py?hl
=en&answer=156184
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SEO Friendly URLs
• Short
• Descriptive (keywords)
• Limited Sub-Folder Usage
• Limited Parameter Usage
• Lower-case
• Words Separated by Dashes (-)
Good: http://www.jpmorgan.com/securities-services
Bad:
http://www.jpmorgan.com/tss/WssHome/Securities_Services
/1114735358205
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URL Rewrite Process
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301 Redirect Process
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KEYWORD RESEARCH & TARGETING
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Keyword Research & Link Building
• Keyword Brainstorming
• Term/Phrase Selection
• On-Page Targeting
• Titles
• Metas
• URLs
• H1s
• Text
• Internal Anchor Text
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LINK BUILDING
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Link Building
• Manual Requests & Link Creation
• Scalable, Content-based Link Strategies
Ranking Factors
Links
Everything Else
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SOCIAL
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Social Media
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Social Sharing
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Reviews
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Viral
http://www.babynamewizard.com/voyager
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Thanks & Attribution To:
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QUESTIONS?
CONTACT Lindsay Wassell
Web: Keyphraseology.com
Phone: 813-384-8642
Email: [email protected]
Twitter: @lindzie