Slide 2
Slide 2 text
Incoming Links
Internal Links
Content
HTTP Header
HTML / Markup
URLs
Domain (TLD)
Links
Content
Site
Architecture
KEYWORDS
Slide 3
Slide 3 text
S⋅E⋅O [n. es-ee-oh]: the process of
improving the volume and quality of
traffic to a web site from search
engines via "natural" ("organic" or
"algorithmic") search results.
Slide 4
Slide 4 text
Organic Traffic Acquisition
+ Branding
High Conversions Direct Traffic
Slide 5
Slide 5 text
No content
Slide 6
Slide 6 text
66%
17%
11%
4%
3%
Google
Yahoo
Microsoft
Ask
Other
Slide 7
Slide 7 text
No content
Slide 8
Slide 8 text
Search Result Pages (SeRPs)
Listings 1-10
Slide 9
Slide 9 text
Listings 1-4
Slide 10
Slide 10 text
..... bold ...... bold bold.......
bold .... .......... ............. bold bold .........
...... bold ....... ........... bold ............
www ..... bold bold .........
Slide 11
Slide 11 text
0
25
50
75
100
1 2 3 4 5 6 7 8 9 10
68
62
48
34
28
9 11 10 8 6
42
12
8 6 5 4 3 3 3 3
% Viewed
% of Clicks
Slide 12
Slide 12 text
No content
Slide 13
Slide 13 text
No content
Slide 14
Slide 14 text
max: 65 - 70 Characters
Auto Repair Shops in Pittsfield, Massachusetts
| example.com
Slide 15
Slide 15 text
Keywords
Location
Relevant
< 65 Characters
Slide 16
Slide 16 text
max displayed: 160-170 Characters
Slide 17
Slide 17 text
Keywords
Location
Relevant
Call to Action
Slide 18
Slide 18 text
the shorter the better
example.com/auto-repair-pittsfield-ma/
Slide 19
Slide 19 text
Keywords
Location
Short
Top Level
Directory
Slide 20
Slide 20 text
No content
Slide 21
Slide 21 text
Diversity
Low subsequent searches
Unique Content
Relevancy
Low return (bounce) rate
Determine User Intent
Head vs Long Tail
Commercial
Navigational
Transactional
Informational
Crawling
OnSite SEO
Indexing
Ranking
200+ search signals
OnPage Factors
OffPage Factors
Unique Content
Ux Principles The Algorithm
Slide 22
Slide 22 text
No content
Slide 23
Slide 23 text
Diversity
Low subsequent searches
Unique Content
Relevancy
Low return (bounce) rate
Determine User Intent
Head vs Long Tail
Commercial
Navigational
Transactional
Informational
Crawling
OnSite SEO
Indexing
Ranking
200+ search signals
OnPage Factors
OffPage Factors
Unique Content
Ux Principles The Algorithm
Slide 24
Slide 24 text
Bots: Dont’s
Don’t execute JavaScript*
Don’t execute Flash
Don’t accept cookies
Don’t read images
Don’t fill out forms*
•
Do like text
•
Do like links (clean urls)
•
Do like patterns (regEx)
•
Do like semantic tags
•
Do like clean code
Bots: Do’s
Slide 25
Slide 25 text
per / page
• Links: < 100*
• Bandwidth: 600 kb
Slide 26
Slide 26 text
Diversity
Low subsequent searches
Unique Content
Relevancy
Low return (bounce) rate
Determine User Intent
Head vs Long Tail
Commercial
Navigational
Transactional
Informational
Crawling
OnSite SEO
Indexing
Ranking
200+ search signals
OnPage Factors
OffPage Factors
Unique Content
Ux Principles The Algorithm
Slide 27
Slide 27 text
=
Slide 28
Slide 28 text
1. Title Tag
2. Header Tags (h1...h6)
3. Body /
Slide 29
Slide 29 text
Use h1...h6 tags to show
hierarchy
Use
for content Use semantic tags when it makes sense to:
RDF / OWL / MicroFormats
Slide 30
Slide 30 text
keyword rich anchor text
Anchor Text
rel=”nofollow” for links in:
reviews
untrusted sources
PageRank sculpting*
absolute URLs
http://example.com/my-
link/
avoid href=”javascript:”
onclick attribute
preferred
Slide 31
Slide 31 text
Use alt attributes to
describe the text within
an image
Use caption tag to add
relevancy to image
code proximity matters
Use to
describe Flash, AJAX, or
Java Applet content
Slide 32
Slide 32 text
avoid inline JavaScript
avoid inline CSS
use separate .js and .css files
host separate .js, .css, and nav
imgs on separate CNAME
robots.txt: disallow: / for
entire CNAME
JS Frameworks
(e.g. jQuery, Y!UI, prototype)
CSS Frameworks
(e.g. blueprint, 960 Grids, etc.)
Slide 33
Slide 33 text
Frames suck
That goes for iframes too
Who’s still using frames
in 2009?
Avoid Hiding content
Flash
Excessive AJAX-iness
JavaScript doc.write
Java Applets (really?)
Slide 34
Slide 34 text
Hidden Text
color: #fffff
font-size: 1pt
display: none
position: so far left / right
no one can see it
z-index: 0 // hide under
another layer
height: 1px
visibility: hidden
Slide 35
Slide 35 text
source ordering
place content first in
code
place navigation at
the bottom
keep content
together
tables vs divs
Slide 36
Slide 36 text
HTML SiteMap via
Slide 37
Slide 37 text
1. URL structure
2. http headers
301 vs 302 redirects
custom 404 / 503
Last modified / ETag
content-encoding: gzip
3. robots.txt
4. performance for SEO
5. feeds (sitemap.xml, rss, mRSS)
Slide 38
Slide 38 text
301 = permanent redirect
302 = temporary
redirect
avoid other:
javascript redirects
meta refresh