get found! an introduction to search engine optimization
DESCRIPTION
Get Found! An Introduction to SEO covers all of the basics of search engine optimization. This includes on-page considerations, site architecture and design, local search, keyword research and link building.TRANSCRIPT
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GET FOUND!An Introduction to
Search Engine OptimizationMichael Lautmanhttp://contexta.ca
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70%50%
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Shopping Results
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Instant Answers
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Instant Answers
News Results
Real Time Results
Local Results
Image Results
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How Search Engines Work
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Domain Authority
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PageRank 9 PageRank 5
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This is a link to another website.
This is a <a href=http://yoursite.com>link</a> to another website.
Anchor text
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Without links, the engines might never
find this page
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YOURSITE.COM
traffic only!
PageRank 8 PageRank 5
traffic+authority
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BUILDING A WEBSITE
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www.pomegranates.com
pomegranates.com
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Fixing Broken Links & 404s
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XML Sitemaps
www.sitemaps.org/protocol.php
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DESIGN CONSIDERATIONS
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USER GENERATED CONTENT
ReviewsTestimonials
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Things to watch out for!
Errors in website code
Text in images
Complicated navigation
Unnecessary animations + flash
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Web Design ChecklistLogical architectureNo duplicate content
(rel=“canonical”)Redirect broken linksRobots.txtXML SitemapAnalytics
Dynamic elementsFresh contentModern lookWell writtenCan capture informationTied to social channels
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KEYWORD RESEARCH
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Know Your Market
Hoodie Hooded Sweatshirt
497
27
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Google AdWords Tool
https://adwords.google.com/select/KeywordToolExternal
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Google Trends
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Competitive Keyword Research
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Important stuff...
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Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
UnnecessarySubdomain
Dynamic URLs don’t perform as well as static and engines
recommend against more than two parameters
No keywords in the URL string
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www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structure
with relevant words
Keywords in page name,
separated by hyphen
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BAD
fr.pomegranates.com
blog.pomegranates.com
GOOD
pomegranates.com/fr/
pomegranates.com/blog/
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Page Title
Image courtesy seomoz.org
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Meta Descriptions
Image courtesy seomoz.org
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Image courtesy seomoz.org
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This is a link to another website.
This is a <a href=http://yoursite.com>link</a> to another website.
Anchor text
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Click here to download Adobe Acrobat Reader
Click here to download Adobe Acrobat Reader
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Learn more about our great pomegranate recipes.
Learn more about our great pomegranate recipes.
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Image Alt Attributes
Good keyword usage in the alt tag
Image courtesy seomoz.org
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Video Transcription
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Page Copy
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Before you buy yellow pens, you must decide whether you really want to buy yellow pens or not. Because if you do want to buy yellow pens, you must go ahead and buy yellow pens. If you don't want to buy yellow pens, then just don't buy yellow pens and go for another type of pen instead.
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Less important stuff...
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Meta Keywords Tag
Image courtesy seomoz.org
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Heading (H1, H2) Tags
Image courtesy seomoz.org
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Search Engine “Submission”
Image courtesy seomoz.org
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Important SEO Stuff CecklistURL<title>Meta descriptionImage alt tags
Video transcription
Link anchor textPage copy
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LINK BUILDING
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pomegranates.com pomegranates.com/recipes
Internal Links
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External Links
pomegranates.com somecoolsite.com
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Incoming Links
pomegranates.comfoodsite.com
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Reciprocal Links
pomegranates.comfoodsite.com
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Related (non-competing) sitesProfessional associationsCommunity organizations
PartnersSuppliers
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Shareable Content<object width="640" height="385"><param name="movie" value="http://www.youtube.com/v/zkd5dJIVjgM?fs=1&hl=en_US"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/zkd5dJIVjgM?fs=1&hl=en_US" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="640" height="385"></embed></object>
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<embed src=http://pomegranate.com/badges/images.jpeg width: blahblah height:stuff>
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CONTENT MARKETING!
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blogvideos
podcastsebooks
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Link Building ChecklistLink to every page on
your siteOne way incoming links
are bestControl the anchor textLook for links from sites
with high PageRank
Get links from reputable sources
Use personal connections to get links
CREATE CONTENT!
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LOCAL SEARCH
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AAAA11111 Plumbing
montreal-plumbing.com
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Address and telephone number in TEXT on every page
Use location name in relevant tags and page copy
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Things to watch out for...
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Useful tools...
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Web Browser Tools• Google Chrome– Web Developer Toolbar– SEO Site Tools
• Mozilla Firefox– Google Toolbar– Web Developer Toolbar
http://contexta.ca/browser-seo-extensions
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Some Free SEO ToolsRanking Tracker serptracker.org
Page Checking and Researchseomoz.org/tools
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Learn About SEO
contexta.ca
seomoz.org
searchenginejournal.com
searchenginewatch.com
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Michael Lautman, Ph.D.
Web design/Search Engine Optimization/Social Media
contexta.ca
514.436.0672
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This work is licensed under the Creative Commons Attribution-NonCommercial 3.0 Unported License.
To view a copy of this license, visit http://creativecommons.org/licenses/by-nc/3.0/ or send a letter to
Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.