seo overview - the basics of seo

SEOSEO

Search engines want happy searchersSearch engines want happy searchers

Happy searchers = more searchersHappy searchers = more searchers

More searchers = more searchesMore searchers = more searches

More searches = more $$$More searches = more $$$

Anatomy of a SERPAnatomy of a SERP

SearchEngineRankingsPage

SearchEngineRankingsPage

organic

organic

organic

shopping

local + organic

organic

personalization

250+ factors250+ factors

Why bother?Why bother?

15%85%

How search engines workHow search engines work

Search engines seek valueSearch engines seek value

Authority.Authority.

Every page has votes: Links & chatter.Every page has votes: Links & chatter.

Relevance.Relevance.

What you say: Words & concepts.What you say: Words & concepts.

Trust.Trust.

Who are you really? Are you for real?Who are you really? Are you for real?

Visibility.Visibility.

Visibility.Visibility.

They see text.They see text.

They see text.They see text.

They care about speed.They care about speed.

Faster pages = more pages crawledFaster pages = more pages crawled

More pages crawled = more visibilityMore pages crawled = more visibility

Visibility = The long tail.Visibility = The long tail.

70% of all searches are 3+ words.70% of all searches are 3+ words.

Long tail conversion rates +50%.Long tail conversion rates +50%.

On some e-commerce sites, 60% of search-driven sales come from the long tail.

On some e-commerce sites, 60% of search-driven sales come from the long tail.

The long tail!!!!!The long tail!!!!!

Visibility!!!!!Visibility!!!!!

Onsite factorsOnsite factors

The blank sheet of paper testThe blank sheet of paper test

Come on in, the water is fineCome on in, the water is fine

Supreme Court Tries SodomySupreme Court Tries Sodomy

Supreme Court Tries Sodomy CaseSupreme Court Tries Sodomy Case

On-page factorsOn-page factors

Title tagOn-page textText position on pageALT attributesBolded textOther elements

Title tagOn-page textText position on pageALT attributesBolded textOther elements

<title>GibbleGibbet - Nonsense words take over the world!</title>

<title>title text here</title>

<strong>Gibblegibbet virus</strong>

<strong>bolded text</strong>

<h1>GibbleGibbet - Nonsense words take over the world!</h1>

<h1>heading text here</h1>

H1H1

H2H2

H2H2

H2H2

H3H3

H2H2

On-site factorsOn-site factors

Site structureLink positionLink anchor textOutgoing linksURL structure

Site structureLink positionLink anchor textOutgoing linksURL structure

big topicbig topic

article articlearticle

big topicbig topic

<a href=”http://www.gibblegibbet.com/”>Gibblegibbet</a>

<a href=”/link/”>link text</a>

http://www.mysite.com/category/page/http://www.mysite.com/category/page/

http://www.bicycles.com/tires/flat-proof/http://www.bicycles.com/tires/flat-proof/

http://www.bicycles.com/prd.cfm?this=thathttp://www.bicycles.com/prd.cfm?this=that

http://www.site.com/nice-shirt/abcW00726,default,pd.html?cgid=wgu100&code=1234asdfasdc&selectedColor=1234

http://www.site.com/nice-shirt/abcW00726,default,pd.html?cgid=wgu100&code=1234asdfasdc&selectedColor=1234

http://www.site.com/?jsessionid=asdfaoiuer0a92834alkfn a0923p9zouisfhlazdnsfa

http://www.site.com/?jsessionid=asdfaoiuer0a92834alkfn a0923p9zouisfhlazdnsfa

Off-site factorsOff-site factors

Linking domainsLinking domain authorityLink velocityLink anchor textLink diversityChatter

Linking domainsLinking domain authorityLink velocityLink anchor textLink diversityChatter

PageRank

Generally, more links are betterGenerally, more links are better

If they aren’t junkIf they aren’t junk

Search engines seek valueSearch engines seek value