The document summarizes key points from a presentation on search engine optimization (SEO) techniques given by Jessica Bowman. The presentation covered topics such as keyword research, optimizing page content, link building strategies, integrating SEO best practices, and common SEO mistakes to avoid. Bowman emphasized the importance of optimizing for both human visitors and search engine crawlers.

3. Organic Listings You get here via Search Engine Optimization (SEO) Paid Listings You get here via Search Engine Advertising (commonly referenced as Pay-per-click, PPC, SEM) 70% of Clicks 30% of Clicks

6. Content optimization

8. Keyword Research Tool https://adwords.google.com/select/KeywordToolExternal

9. Keyword Research Tool Results MUST say “Exact Match”

11. Not very relevant Not entirely relevant Entire article relevant

12. How an optimized page looks Entire page relevant to three keywords

16. Link Building

19. PageRank Flows from One Page to Another Home Page 141 links Category Pages Category pages Category pages Section 5 Other eBay sites Other eBay sites Other eBay sites Other eBay sites Section 2 Product Detail Pages Product Detail Pages Product Detail Pages Product Detail Pages Section 3 About eBay Pages About eBay Pages About eBay Pages About eBay Pages Section 1 Misc. Other Pages Misc. Other Pages Misc. Other Pages Misc. Other Pages Section 4 PageRank 8 ÷ 141 = .056 points being passed to pages linked from the home page .056 pts .056 pts .056 pts .056 pts .056 pts

20. What do the links tell search engines this page is about? What is this page about? tags printers labels signs markers

21. What do the links tell search engines this page is about? What is this page about? Keep out signs Exit signs Door signs signs Safety signs

37. These tactics work. “… we immediately implemented the link-building recommendations and got links from sites with PageRank 6 and higher within a few weeks!" - Doug Jankowski, Regional Manager of E-commerce & E-marketing, Large Publicly Traded B2B

39. Technology A few things to take back to IT. Where SEO goes wrong most.

40. Ajax / JavaScript Humans See Googlebot Sees

41. Flash & iFrames Humans See Googlebot Sees

42. Change HTML Text to Image Before High rankings for top keyword. After Page 2 for top keyword. Development said, “Nothing changed.”

43. Redirects (302 vs. 301) 302 Redirect 301 Redirect Sign on the front door reads: We Temporarily Moved to 534 High Street Keep coming back to our old address each visit before going to 534 High Street to see if we’ve returned Sign on the front door reads: We Moved to 534 High Street Advertising updated Post Office notified 3 0 2 Advertising NOT updated Post Office NOT notified 3 0 1 534 High Street 534 High Street 124 Main Street 124 Main Street PageRank Stays Here PageRank Transfers No history, New Page

44. Page Load Time Increases Google Mantra Right Now: “ There is not such thing as too fast.” Time Spent Crawling a Page # of Pages Crawled a Day

45. Common Mistakes

48. What’s the rage right now?

50. Link History Looking at trends in new links found, which site does it look like the Internet as a whole likes better right now?

51. Lowest hanging fruit – quick wins

53. Integrating SEO at your company

55. SEO Project Involvement Pyramid © 2008 SEOinhouse.com All Rights Reserved. SEO involvement is intense at the beginning and declines as the project progresses.

56. How to Incorporate SEO into the Development Life Cycle Typical Development Life Cycle w/SEO Extremely Expensive Opportunity Costs & Rework Inexpensive SEO requirements met within scope & budget © 2008 SEOinhouse.com All Rights Reserved. When SEO is 1 st brought into projects: or or Where SEO needs to be incorporated into the Development Life Cycle

57. Typical Development Life Cycles Contains: Phase Roles Involved Common Deliverables Inception (idea created) Upper Management Business Sponsor Scope Document Project Charter PRD (product release document) Requirements Gathering Business Sponsor Product Manager Project Manager User Experience Designers Sr. Programmers Requirements documents PRD (product release document) Wireframes may get started Design Business Sponsor (review/approve only) Product Manager User Experience Designers Project Managers Sr. Programmers Finalized Wireframes Finalized Visual Designs Page Specifications Finalized Use Cases Development Product Managers (minimal) Project managers All Programmers QA Test Scripts Logged Bugs/Defects Launch Development Team QA Team System Administrators Changes Live Thumbs up – Everything is Good Logged Bugs/Defects SEO SEO

58. It isn’t always easy to implement SEO. In-house SEO Program Life Cycle Courtship Honeymoon Reality Synergy © 2008 SEOinhouse.com All Rights Reserved. Few companies leverage these phases Most companies operate here We get you here, in the shortest amount of time