seo you can do yourself seo you can do yourself (instead of, you know, paying someone else to do...

© Copyright 2009 Stoney deGeyter

SEO You Can Do Yourself

(Instead of, you know, paying someone else to do it.)

Stoney deGeyterPole Position Marketing

stoney@polepositionmarketing.com

Stoney deGeyterPole Position Marketing

stoney@polepositionmarketing.com

© Copyright 2009 Stoney deGeyter

© Copyright 2009 Stoney deGeyter

What you lose with poor SEO…

Indexed Pages

Rankings

Visitors

Sales

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Don’t Make Me THINK, Dammit!

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I’m with search engine

I’m with user

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Build a search friendly website

Link & Navigation Structure

Domain & Navigation Structure

Domain & URL

Structure

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Duplicate content can plague you like a virus

(or two)

DuplicateContent

IssueD

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Slows spidering and indexingDuplicate

ContentIssueD

A B

G H

A B

G H

C D

I J

C D

I J

E F

K L

E F

K L

Search engine leaves before spidering all important pages

= spidered

= not spidered

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URL &

Site Structure

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Domain Name Keep Short Register 10 years! Memorable Use keywords (if possible)

TheDuffelbagFannyPackTravelStore.com Motorcycle-Battery-Equipment.com OmniInteractive.com

MyMortgageBanker.com BatteryStuff.com Winterkids.com RainbowWeddings.com

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Domain redirectsRedirect all domain names to primary URL

DuplicateContent

IssueD

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Search engine friendly URLs

Keep shortsite.com/category/product.php

Use keywords if possible site.com/snowboards/burton/grom

Minimize parameterssite.com/webapp/wcs/stores/servlet/ProductDisplay?storeId=10051&langId=-1&catalogId=10053&productId=100615137&N=10000003+90401+528374

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Session IDsDuplicate

ContentIssueD

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Session ID ResultDuplicate

ContentIssueD

Session 2Session 1

Session 4 Session 5

Session 3

Session 6

Home

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Custom redirect page

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Too-flat directory structure

Home

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Too-vertical directory structure

Home

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“Just right” directory structure

Home

Keyword Keyword Keyword

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Link&

Navigation Structure

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Search friendly links

Good Link

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Search un-friendly links

Bad Link

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Search meh-friendly links

Meh Link

JavaScript:window.open(‘http://www.smartfurniture.com/product/5670/’, ‘newWindow’)

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Splitting link flowDuplicate

ContentIssueD

AB

C

D

E

F

G

H

I

J

K

L

N

O

P

M Q

Link juice flows to only one page

© Copyright 2009 Stoney deGeyter

Keyword-rich link text Links should accurately reflect the information on the

destination page.

No: Click here to learn more about preparing personal tax returns.

No: Click here to learn more about preparing personal tax returns.

Yes: Learn more about preparing personal tax returns.

Meh: Click here to learn more about preparing personal tax returns.

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Engines can’t access…

password protected areas

Pages found through search, forms,

dropdowns or select boxes

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Site map

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Prevent broken links

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Document &

Page Structure

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Title tagsDuplicate

ContentIssueD

Welcome to MyBeautyProducts.com Discount Beauty ProductsWelcome to MyBeautyProducts.com Discount Beauty ProductsWelcome to MyBeautyProducts.com Discount Beauty ProductsWelcome to MyBeautyProducts.com Discount Beauty ProductsWelcome to MyBeautyProducts.com Discount Beauty Products

MyBeautyProducts.com Discount Wholesale Beauty ProductsNatural and Organic Facial Makeup for Healthy SkinOdor Free Nail Polish and Enamel for Long-Lasting NailsWhy Natural and Organic Cosmetics Are BetterMyBeautyProducts.com Hair > Shampoos > Vidal Sassoon

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Meta descriptionNot every page needs a description

Description is valuable.

Not so much

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Meta keywords

Get over it!

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Textual interlinking Link to related content wherever possible

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

mollit anim id est laborum.

• mollit anim id est laborum• mollit anim id est laborum• mollit anim id est laborum id est laborum id est laborum

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Hx heirarchy

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Conclusion

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Is SEO important?

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© Copyright 2009 Stoney deGeyter

Thank You!

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