Get Found on Google: Search Engine Optimization (SEO) Basics & - - PowerPoint PPT Presentation

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Get Found on Google: Search Engine Optimization (SEO) Basics & - - PowerPoint PPT Presentation

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Get Found on Google: Search Engine Optimization (SEO) Basics & Technical Solutions Lindsay Wassell Keyphraseology March 13, 2012 Session: 10202 Outline The Search Landscape How Search Engines Operate Search Engine Optimization

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Get Found on Google: Search Engine Optimization (SEO) Basics & Technical Solutions

Lindsay Wassell Keyphraseology March 13, 2012 Session: 10202

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Outline

  • The Search Landscape
  • How Search Engines Operate
  • Search Engine Optimization
  • Accessibility
  • Keyword Research & Targeting
  • Link Building
  • Social
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THE STATE OF SEARCH

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Market Share

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Universal Search & Rich Snippets

  • Video
  • Image
  • News
  • Local (Maps/Places)
  • Product/Shopping (Merchant Center)
  • Books
  • Reviews
  • Sitelinks
  • Movie Playtimes
  • Etc.
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Schema.org

  • Microdata
  • A set of standards for classifying information
  • A shared vocabulary
  • A shared collection (Google & Bing)
  • Schemas (html tags)
  • Result is richer search results
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…helps to generate this rich search snippet. Music microdata in the code of this page…

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Using ‘product’ and ‘breadcrumb’ microdata… Using ‘movie’, ‘review’, and ‘person’ microdata…

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Rich Snippet Resources

  • Rich snippet info in Google
  • http://support.google.com/webmasters/bin/topic.py?hl=en&to

pic=21997

  • http://support.google.com/webmasters/bin/answer.py?hl=en&

answer=99170

  • Schema.org for standard details
  • http://schema.org
  • http://schema.org/docs/full.html (full listing)
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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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WHAT IS SEO?

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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 more 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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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:

https://www.google.com/webmasters/tools/

  • Webmaster Tools, Bing:

http://www.bing.com/toolbox/webmasters/

  • 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_Ser vices/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
  • Guest blogging
  • Targeted relationship building
  • Bulk email requests
  • Link buying
  • Scalable, Content-based Link Strategies
  • Creating awesome content
  • Doing noteworthy things
  • Making yourself useful
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Link Metrics

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SOCIAL

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Twitter

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Google Plus

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Social Sharing

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Reviews

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Summary

  • The Search Landscape
  • How Search Engines Operate
  • Search Engine Optimization
  • Accessibility
  • Keyword Research & Targeting
  • Link Building
  • Social
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QUESTIONS? CONTACT

Lindsay Wassell Web: Keyphraseology.com Phone: 813-384-8642 Email: lindsay@keyphraseology.com Twitter: @lindzie