The document provides an overview of search engine optimization (SEO) basics. It discusses both on-page and off-page optimization factors. On-page factors include optimizing content, title tags, meta descriptions, image alt text, and validating code. Off-page factors refer to backlinks, with an emphasis on building quality links from relevant sites through content creation and outreach. The goal is to help search engines understand content and find websites more easily to help improve search rankings.

1. Search Engine Optimization 101
Today‟s SEO 101 - Tour Guide‟s
Jan Limpach Joe Abraham
Keyphrase-Marketing.com SageRock.com
Step 1: ON-Page Factors Step 2: OFF-Page Factors
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2. Search Engine Optimization 101
– What‟s Your Question?
– Building a Google Friendly Website
» Step 1. On Page Factors
– Website Promotion
» Step 2. OFF Page Factors
– Tips, Tricks & Tools… Along the way!
– Review and ALL…
…In 60 Minutes, so Hang On!
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3. Search Engine Optimization 101
12 Important - SEO Do’s & Don’ts
Step 1. ON Page Factors
Making Your Website Search Engine Friendly
or…
How to Make GOOGLE Love Your Website,
MORE, Than your competitor’s, who aren’t here today. :-)
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4. Search Engine Optimization 101
“To be found in the search engines,
first the search engines must find you.”
~Jan Limpach 1969
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5. Search Engine Optimization 101
Disclaimer
Many of the things you see here may seem overly basic to some.
That is the intention of this document, to layout
the search engine optimization basics, (SEO 101).
To build a good foundation for a website there are certain
best practices followed by industry professionals.
It is our intention to pass some of those along to you here,
but of course recognizing, it is a bit more complicated
than following these 12 points to have a top ranking website.
The information provided herein is the most current data available
as of the day of this presentation. The search engine algorithms
are an ever changing formula, so remember
your mileage may vary…
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6. Search Engine Optimization 101
1. Some sites still use a type of entry page that
became popular years ago.
Using a (______) page may cause your visitors
FRUSTRATION, and reduce your chances
for higher search engine rankings.
Bailout rates as high as 70% have been recorded
for this type of page.
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7. Search Engine Optimization 101
1. Some sites still use a type of entry page that
became popular years ago.
Using a (SPLASH) page may cause your visitors
FRUSTRATION, and reduce your chances
for higher search engine rankings.
Bailout rates as high as 70% have been recorded
for this type of page.
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8. Search Engine Optimization 101
2. Building your home page or entire
website with a (_____) file
will not provide the search engines
with as much readable content
as using a standard HTML / CSS
architecture.
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9. Search Engine Optimization 101
2. Building your home page or entire
website with a (FLASH) file
will not provide the search engines
with as much readable content
as using a standard HTML / CSS
architecture.
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10. Search Engine Optimization 101
3. Designing your website with
(______) also presents a separate set
of challenges for the search engines.
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11. Search Engine Optimization 101
3. Designing your website with
(FRAMES) also presents a separate set
of challenges for the search engines.
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12. Search Engine Optimization 101
4. Are your pages accessible?
A popular type of navigation these days is
created with (__________).
This too will make it difficult for the search
engine spiders to find your pages.
The less you use it, the better.
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13. Search Engine Optimization 101
4. Are your pages accessible?
A popular type of navigation these days is
created with (JAVASCRIPT).
This too will make it difficult for the search
engine spiders to find your pages.
The less you use it, the better.
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14. Search Engine Optimization 101
5. Let‟s Review…
(______), (_____), (______) & (__________)
Beware how you use these techniques.
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15. Search Engine Optimization 101
5. Let‟s Review…
(SPLASH), (_____), (______) & (__________)
Beware how you use these techniques.
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16. Search Engine Optimization 101
5. Let‟s Review…
(SPLASH), (FLASH), (______) & (__________)
Beware how you use these techniques.
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17. Search Engine Optimization 101
5. Let‟s Review…
(SPLASH), (FLASH), (FRAMES) & (__________)
Beware how you use these techniques.
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18. Search Engine Optimization 101
5. Let‟s Review…
(SPLASH), (FLASH), (FRAMES) & (JAVASCRIPT)
OH My!
Beware how you use these techniques.
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19. Search Engine Optimization 101
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20. Search Engine Optimization 101
6. The Internet is about people,
and people love quality
(_______, _______ & more _______)
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21. Search Engine Optimization 101
6. The Internet is about people,
and people love quality
(CONTENT, _______ & more _______)
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22. Search Engine Optimization 101
6. The Internet is about people,
and people love quality
(CONTENT, CONTENT & more _______)
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23. Search Engine Optimization 101
6. The Internet is about people,
and people love quality
(CONTENT, CONTENT & more CONTENT)
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24. Search Engine Optimization 101
7. To optimize the content on your site requires
(_________) research.
Using a tool such as (_________________) will
provide you with some brainstorming ideas on
topics to build your pages about.
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25. Search Engine Optimization 101
7. To optimize the content on your site requires
(KEYPHRASE) research.
First make a list, of what you think are the
primary keywords your visitors would search on.
Using a tool such as (_________________) will
provide you with some brainstorming ideas on
topics to build your pages about.
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26. Search Engine Optimization 101
7. To optimize the content on your site requires
(KEYPHRASE) research.
First make a list, of what you think are the
primary keywords your visitors would search on.
Using a tool such as (Google Keyword Tool) will
provide you with some brainstorming ideas on
topics to build your pages about.
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27. Search Engine Optimization 101
Three for the Price of One
8. The Most Important words on your website are in the
(_____ ___). What's in your <head>?
The (____ ___________) is often used by the search
engines to describe your site in the search results.
So, be sure to use your primary keyword phrase and
enticing copywriting here, to get that important click.
Much overrated is the (____ ________) tag. This was
abused in the past, so most search engines will not use it
to add value to your ranking. This is virtually all you need
in your <head>. Don‟t stuff it with allot of junk that will
clutter up the source code and slow your page down.
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28. Search Engine Optimization 101
Three for the Price of One
8. The Most Important words on your website are in the
(TITLE TAG). What's in your <head>?
The (____ ___________) is often used by the search
engines to describe your site in the search results.
So, be sure to use your primary keyword phrase and
enticing copywriting here, to get that important click.
Much overrated is the (____ ________) tag. This was
abused in the past, so most search engines will not use it
to add value to your ranking. This is virtually all you need
in your <head>. Don‟t stuff it with allot of junk that will
clutter up the source code and slow your page down.
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29. Search Engine Optimization 101
Three for the Price of One
8. The Most Important words on your website are in the
(TITLE TAG). What's in your <head>?
The (META DESCRIPTION) is often used by the search
engines to describe your site in the search results.
So, be sure to use your primary keyword phrase and
enticing copywriting here, to get that important click.
Much overrated is the (____ ________) tag. This was
abused in the past, so most search engines will not use it
to add value to your ranking. This is virtually all you need
in your <head>. Don‟t stuff it with allot of junk that will
clutter up the source code and slow your page down.
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30. Search Engine Optimization 101
Three for the Price of One
8. The Most Important words on your website are in the
(TITLE TAG). What's in your <head>?
The (META DESCRIPTION) is often used by the search
engines to describe your site in the search results.
So, be sure to use your primary keyword phrase and
enticing copywriting here, to get that important click.
Much overrated is the (META KEYWORDS) tag. This
was abused in the past, so most search engines will not
use it to add value to your ranking. This is virtually all you
need in your <head>. Don‟t stuff it with allot of junk that
will clutter up the source code and slow your page down.
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31. Search Engine Optimization 101
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32. Search Engine Optimization 101
9. Do your pages (________) to standards?
Check your pages here (http://_________.org)
this will help you remove any roadblocks
the search engines might have
when reading your site.
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33. Search Engine Optimization 101
9. Do your pages (VALIDATE) to standards?
Check your pages here (http://_________.org)
this will help you remove any roadblocks
the search engines might have
when reading your site.
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34. Search Engine Optimization 101
9. Do your pages (VALIDATE) to standards?
Check your pages here (http://validator.w3.org)
this will help you remove any roadblocks
the search engines might have
when reading your site.
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35. Search Engine Optimization 101
10. What‟s good for (_____________)
is good for search engine optimization.
Do your images have an (___ ___)?
These help visitors and search engines alike,
know more about your website.
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36. Search Engine Optimization 101
10. What‟s good for (ACCESSIBILITY)
is good for search engine optimization.
Do your images have an (___ ___)?
These help visitors and search engines alike,
know more about your website.
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37. Search Engine Optimization 101
10. What‟s good for (ACCESSIBILITY)
is good for search engine optimization.
Do your images have an (ALT TAG)?
These help visitors and search engines alike,
know more about your website.
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38. Search Engine Optimization 101
Example of Image Map Website, with Images Turned OFF
Can the Search Engines See What You See?
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39. Search Engine Optimization 101
11. You can build the perfect website,
but there are two types of optimization
you need to consider
(__ ____ _______) & (___ ____ _______).
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40. Search Engine Optimization 101
11. You can build the perfect website,
but there are two types of optimization
you need to consider
(ON PAGE FACTORS) & (___ ____ _______).
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41. Search Engine Optimization 101
11. You can build the perfect website,
but there are two types of optimization
you need to consider
(ON PAGE FACTORS) & (OFF PAGE FACTORS).
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42. Search Engine Optimization 101
12. Search engines read…
(____) and (____ _____)
keeping these foremost in your design,
will allow the search engines
to find your important content easier
and help you achieve higher rankings.
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43. Search Engine Optimization 101
12. Search engines read…
(TEXT) and (____ _____)
keeping these foremost in your design,
will allow the search engines
to find your important content easier
and help you achieve higher rankings.
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44. Search Engine Optimization 101
12. Search engines read…
(TEXT) and (TEXT LINKS)
keeping these foremost in your design,
will allow the search engines
to find your important content easier
and help you achieve higher rankings.
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45. Search Engine Optimization 101
Is This Your Boss, Monday Morning,
Searching Google, For His Company’s Website?
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46. Search Engine Optimization 101
Step 2: Off-Page Factors
Joe Abraham, SageRock
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47. Search Engine Optimization 101
• Search Engines do 2 things really well
– Read text
– Follow links
• Simple programs called Spiders relay
the data they find back to databases
• An algorithm is applied and you have
search results
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48. Search Engine Optimization 101
Search Engines are like High School
• Links are like popularity votes
• Some sites hold more weight than
others and those “votes” count more
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49. Search Engine Optimization 101
How do I find out how many
links I have?
Type this command into Google:
link:www.YourSite.com
Or….
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50. Search Engine Optimization 101
Visit Yahoo! Site Explorer at:
http://siteexplorer.search.yahoo.com
Very comprehensive, free tool to allow
you to see the links you (and your
competition) have.
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51. Search Engine Optimization 101
Which links are we talking „bout?
– Directory Links
– Links from Exchanges
– One-way Links
Not all links are the same…
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52. Search Engine Optimization 101
• Quality V. Quantity
– Spammy sites and link farms hold little
to no value
– Look for links that are on pages that are
relevant to your site
– Try and have your targeted keyword in
the hypertext
• “Click here” is not good hypertext
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53. Search Engine Optimization 101
There is No Silver Bullet for Linking
• Linking is about networking and
relationship building
• Ask friends, owners of related
businesses, bloggers and others you
have a relationship with for a link
• Steer clear of paid links***
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54. Search Engine Optimization 101
The Best Way to Get Links
• Create fantastic content
– Needs to be Unique
– Credible
– Informative
– Easy to Access
– Better than your Competitions‟
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55. Search Engine Optimization 101
Other Ways to Get Links
• Press Releases
– Optimized for the Web
– Complete with Links back to your site
• Article Distribution
– Again, optimized with links to your site
– Post on free article distribution sites
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56. Search Engine Optimization 101
More Ways to Get Links!
• Directory Submissions
– Sites like OneWayTextLink.com list free
sites to submit your site too
– Look for sites that have categories that
relate to your site
– Create a unique ad for each submission
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57. Search Engine Optimization 101
Even More Ways to Get Links!
• Reputation Management
– Submit Articles to Digg
– Start a Blog
– Comment on other blogs
• Become an Expert
– Visit Forums
…and answer questions for people
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58. Search Engine Optimization 101
Remember Yahoo! Site Explorer?
• Look at your Competitions‟ Links
– Try and recreate their success
– Look for links from directories or
certifications
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59. Questions?
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60. Thank You for Your Attention!
Enjoy, the rest of your day at the conference!
Jan Limpach (440) 365-8034
Keyphrase-Marketing.com
Joe Abraham (330) 379-9000
SageRock.com
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