1. Search Engine Optimization 101

2. Who’s presenting today?
Lee Weber
Writer, Editor, Search Engine Marketer

3. How search engines work
1. Search engines crawl the
web via links
2. Search engines decipher and
store the code in massive
hard drives (datacenters)
3. When we enter a search
query, engines return
results based on their
unique sorting systems
(algorithm)

4. Search query results are
RELEVANT or useful to the
searcher’s query
RANKED in order of
perceived usefulness,
popularity, or
importance

5. Eye tracking heat maps

6. Why ranking matters
Higher rankings in the first few
results are critical to visibility.
A #1 position in Google's search
results receives a majority of all
click-through traffic.
The #2 position receives 10-15% %,
the third 5-10%, the fourth less
than 5%, and all others are under
2%.
Highly ranked sites build trust.
Consumers view sites as worthy
and relatively important.

8. What is SEO?
Promoting a web site to increase the number of visitors the site receives from search engines.
1. ON SITE optimization
(Relevant and useful)
2. OFF SITE optimization
(Popularity)

9. ON SITE optimization
1. Structure websites for engines and readers
2. Create engaging, relevant content
3. Know your keywords

10. ON SITE optimization for engines
Content = indexed
•
Ensure crawable link structure/site architecture
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Submission required forms
JavaScript, Frames, -frames. or links in Flash, Java, or plugins
Blocked pages
Pages with 100’s of links
Write important content in HTML text format
Cross-link content with keyword variations
Content = relevant
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Use keywords prominently in titles, text, URL, and meta data
Use title tags that are an accurate, concise description of a
page's content
Identify content using structured data (rich snippets)
Content = unique
•
Avoid duplicate content (which version to show to users?)

11. ON SITE optimization for readers
Content = positive experience
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Provide direct, actionable information relevant to the
query
Deliver high quality, legitimate, credible content
Use articles, images, and multi-media
User engagement metrics = Time on page, number of
comments, number of shares, bounce rate, etc.
Site = usable
•
•
Easy to use, navigate, and understand
Professionally designed and accessible to modern
browsers

12. ON SITE optimization for keywords
Keywords = direction
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Keyword research should be your #1 priority
With keywords, you can produce the products,
services, and content that web searchers are
already actively seeking
Keyword research can predict shifts in demand
so you can respond to changing market
conditions
Keyword analysis requires testing

16. OFF SITE optimization
• The “marketing” part
• Requires time, energy, and a budget
• Quality inbound links
– Trustworthy
– Global popularity
– Niche
– Anchor text
– Social sharing

17. OFF SITE optimization
Link Building 101
• Natural links
– Are the result of quality
content
• Outreach links
– Emails
– Directory listings
– Website award programs
• Self created
– Forum signatures
– Blog comments
– User profiles

18. Global Market Share
• Google
• Yahoo
• Bing
…but mostly Google

20. Questions?