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Search Engine Optimization: How To Get Targeted Traffic Via Search
Engines
By Adam Pieniazek – Cofounder – The 42nd Estate
Presentation Outline:
1. What is SEO?2. Create a Website in 5 Minutes3. Content Is King4. Optimizing Code for Speed & Structure5. Digital Networking for Link Building 6. Empowering Your Fans/Customers
SEO Is NOT
Keyword Spamming Buying Ads (Adsense) Black hat Magic Guaranteed #1
ranking!!! Tricking Search
Engines A Digital Ponzi
Scheme
http://www.flickr.com/photos/jepoirrier/2046188221/
SEO IS Producing quality
content Quality Link Building Optimizing code for
speed and structure Internal Navigation Digital Networking Empowering your fans Usability
http://www.flickr.com/photos/palomagomezg/3431433137/
Business Objectives
Is your website the destination or a guide?
Sell products/services? Educate readers? Promote a physical event/store? Generate Ad Revenue?
Create a Website in 5 Minutes
Use Wordpress.org 5 Minute Installation Easy to use Free! SEO Friendly Huge Community Lots of Plugins & Themes Matt Cutts Approved http://www.mattcutts.com/blog/seo-for-bloggers/
Picking a Domain Name
Use .com, DO NOT use .net, .org, .me etc. Use relevant keywords
Good: wintercoats.com Bad: stuffforlowdegreetime.net Worst: things-123.us
Use Google Keywords Tool: http://bit.ly/kwdtool
Google Analytics
Great for tracking trends Can make unique tracking codes per link Utilize Traffic Sources Link to other pages from high traffic pages Expand
Content is King
Content is the #1 factor for SEO
Your content needs to be:
Useful Easy to Read Relevant
Blog!
Blogging produces fresh content
Google loves blogs (because they love fresh content)
Threadless T-shirt from http://bit.ly/TweetALot
Producing Quality Content 79% of web readers scan a page. 16% read word for word. Users stay on your site for 4.4 seconds for
each additional 100 words.
Make your content easy to scan!
Stats from:
How Users Read on the Web http://www.useit.com/alertbox/9710a.html
How Little Do Users Read? http://www.useit.com/alertbox/percent-text-read.html
Structure Content for Scanning
PhotosHeadings and sub-headingsBold & ItalicsWhite SpaceLists4-600 WordsKeywords at start of sentences / paragraphs / pages.
Optimizing Photos
Compress file size. Save with descriptive filename (use
hyphens to separate keywords). Use “alt tags” to describe photo.
<img src=”/big-dog.jpg” alt=”A big dog runs in the park” />
Surround with text.
Headings
HTML headings take the form of: <h1>This is a heading</h1>
H1 should be used only once per page. H1 should be highly relevant to on page
content and meta title. Use H2 and H3 for content sub-headings Use H4, H5, H6 for secondary content
(sidebars, footer, etc.)
Bold & Italics
When writing content that spans multiple paragraphs, heading and sub-headings help give structure to the document. Bold and italicized words call attention to the reader. They are also used by search engines as a guide. Use bold [ <strong></strong> ] for most important keywords.
Lists
Great form of link bait. Search engines & humans love lists Easy to scan. Gives editorial review. Humans naturally search for lists.
Less is Better
Be succinct. Less words = more keyword density. Past 500 words, exponentially less chance
of readers reading. Content higher/earlier is valued more
than content lower/later. Eliminate filler to improve scanning.
Location, Location, Location
Humans and search engine robots place higher value on earlier/top content.
Make your most important points at the start of sentences/paragraphs/pages.
U.S. Visitors read left to right, place content on left, sidebar/extra info on right/bottom.
List your location in meta title, about page, homepage.
Quality Link Building
Produce link bait (lists, tutorials, reviews) Connect with bloggers/webmasters in your
niche Analyze quality site with PageRank, Traffic,
and Your Eye PageRank Toolbar Compete.com, Quantcast.com,
WebsiteGrader.com Content, Design, Community
How To Get Quality Links
CNN.com
Guest Blogging Produce lists Tutorials Contests Google Reader Shares Comments
Optimizing Code for Speed & Structure
Use CSS for styling/layoutAvoid FlashUse CachingMeta TagsSemantic HTMLAnchor TextTest, iterate, test, iterate, test, iterate.
Meta Tags Meta Title
Appears at top of browser window <title>Your Meta Title</title> Should be similar/exact to H1
Meta Description May appear in search results. 160 characters or less. High relevancy to H1/title and content.
Meta Keywords – Don't Bother
Digital Networking
Email lists (newsletter) RSS Feeds Social Media Instant Messaging Blogs Message Boards
Find your audience and push your message to them.
Internal Navigation
Your homepage is (likely) your most powerful page.
Link to important pages from homepage. Make sure all pages are linked to At most 2-3 directories deep Use keywords in anchor text
Empowering your Fans
Share on Social Media Buttons Promote Your Fans Connect with your Fans on Twitter,
Facebook, etc. Find out where they are and join them there.
Comments (respond to them!) Ask them how to improve (polls, emails)
Usability
Have text for non-text elements (CSS Image Replacement)
Describe videos/images with text (publish transcripts).
Degrades gracefully when CSS/Javascript/Images turned off
Check in a text browser (Lynx)
Additional Resources The 42nd Estate's SEO Posts
http://www.the42ndestate.com/tag/seo/ Google's SEO Webmaster Page
http://bit.ly/GooWebSEO Google's SEO Starter Guide (.pdf file)
http://bit.ly/GooSEO Yoast's Wordpress SEO Guide
http://yoast.com/articles/wordpress-seo/ Wordpress's SEO Guide
http://bit.ly/SEOwp
Even More Resources!
http://www.seomoz.org/tools http://www.seomoz.org/articles http://tools.seobook.com/ http://www.mattcutts.com/blog/ http://websitegrader.com/ http://www.google.com/webmasters/ http://www.wordtracker.com/
Contact Me
E-mail: [email protected]
Office: (617) 326 7402 Cell: (617) 418 1055
Skype: the42ndestatellc
Twitter: @The42ndEstate / @AdamPieniazek
LinkedIn: linkadam.com
Facebook: bit.ly/42fbook / fbadam.com