seo 101 - judith lewis - i-level
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SEO 101Everything you wanted to know
about SEO but were too afraid to ask…
Who Am I?• Got on the Internet in 1986 at my school lab• Working online with search since 1996• Paid & Natural Search – all aspects• Worked in-house within e-Commerce,
Publishing & High Tech• Moved to i-level, the largest European media
agency• Worked with Orange, Sony, COI• One of the SEO Chicks
What is SEO?
“SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines.”
- SEOmoz
What is SEO?• Natural Visibility
including• Words• Images• Video• Links
Top Factors You Need To Consider
• Keyword Research• Tags• Image Optimisation• On Page Text• Site Architecture and Internal Links• Links• SEO Tools
Elements of Ranking• Title Tags • Meta Description Tags • Meta Keyword Tags • ALT Tags • H1, H2, H3 (and accompanying CSS) • Keywords in the content • Internal Links (images vs. keyword rich text) • URL Structure• Advanced Linking• Authority• Age of domain
Where is Eurostar?
Keyword Research• Check that the words are what everyone uses
and not just internal/personal jargon• Check you are using a more frequently searched
term for roughly the same meaning – “social media” vs “social networking”
• Go for a longer tail – 2 or more words• Each page needs an individual focus• Check Google for competition and news articles• Use as many keyword tools as possible
Tags• Title tag needs to be unique, focused and less
than 65 characters• Meta Description should include call to action,
page information and semantically related focused keywords to demonstrate relevancy – 150 characters if possible
• Meta Keyword is not much used except for competitive intelligence
• Meta Robots tells search engine what to do with page
Driveline slide
Meta slide
Image Optimisation• Ensure image has keyword relevant name• Include Alt Attribute (alt=“keywords”)• If possible, place it on separate page with link
and include relevant text• Use dashes not underscore for multi-word
names (for now – soon to change)• Use high quality images with sharp, clear
contrast• Use a caption by your image
Image image
On Page Text
• Stick to a single focus• Don’t use all keywords for whole site on all
pages - focus• Semantic relevancy is key• No magic % for keyword density
H1
Link
Link – anchor text is “Paris Eurostar Breaks”
Site Architecture and Internal Links
• Create logical groupings – don’t hang everything off root
• Keep subdirectories to minimum possible• Use keywords in dir & page names• Descriptive page names with keywords• Use site map page to link to all pages• Create crawlable links for user & bot
navigation of related pages
Keyword Density & Links
Link Building• Find Sites That Link To Competitors:
“link:url.here” – Google, “linkdomain:url.here” – Yahoo Site Explorer & MSN
• Find Sites By Keyword Search: “allintitle:keyword(s)” “allinanchor:keyword(s)” “allinurl:keyword(s)” “allintext:keyword(s)”
• Find Sites That Already Link To You: “link:your.url.here” – Google, “linkdomain:your.url.here” – Yahoo Site
• Remember – Anchor text is important toget right
Link Building
Linkbait
SEO Tools• IBP http://www.seoelite.com/• WebCEO http://www.webceo.com/• WeBuildPages http://
www.webuildpages.com• Google Analytics http://www.google.com
/analytics/• Google Dev http://code.google.com/• XML Sitemaps http://www.sitemaps.org/• Keyword Density Tool
http://www.seochat.com/seo-tools/keyword-density/
• SEO Quake http://www.seoquake.com/ • Firefox Browser http://www.mozilla.com/ • Xenu Link Sleuth
http://home.snafu.de/tilman/xenulink.html• Keyword Research Tools
https://adwords.google.co.uk/select/KeywordToolExternal http://www.wordtracker.com/
• Link Baiting 101• Link Building 101• Google Webmaster Central• Social Bookmarking• Position Trackers• Keyword Cloud• HitTail• Roboform• RSS Feeds & RSS Buttons• SEO Forums• Domain Age Tool• Whois Tool• Various Toolbars + Extensions• Page Rank Tool• Competitor Inbound Links
Questions?
Thank you!
Judith LewisSearch Director