Search Engine Optimization Talk for IACP

01.03 WHITE HAT VS. BLACK HAT VS. PPC/PPI

01.04 TEN SOLID TECHNIQUES

01.05 CONSIDERATIONS

01.06 CONTACT

01.01 Overview

What is SEO?

Technical SEO and Personal SEO

White Hat vs. Black Hat vs. PPC/PPI

Ten Solid Techniques

1. Have Content Worth Viewing 2. Build Incoming Links

3. Headlines are Important 4. Build In-Site Links 5. Title Your Pages 6. Consider Domain Age

7. Make sure your URL Structure is “Pretty” 8. Don’t Discount Meta Tags

9. Study Analytics

10. Add New Content Frequently

SEO Takes Time

SEO Takes Effort

The Biggest SEO Mistake You Can Make

What You Can Do Today.

Extensible Programming

While it is difficult to predict the future of web applications and how coding will work with upcoming versions of web browsers, we can do things now to anticipate the future.

Using standards and best practices help ensure cross compatibility and guard against obsolete or depreciated code..

01.02

Content Management Systems and SEO

Most Content Management Systems are designed and developed so that search index engines can more easily rank their content.

Technical SEO is defined as the set of techniques used

when developing the code and software that makes a

website work.

Personal SEO tactics encompass the efforts people take

to improve search rankings.

Consequences

A large retail organization was recently found to be using Black Hat techniques for SEO. When one search engine learned of these efforts, their position was “adjusted” from first place to 76th place.

White Hat - Ethical techniques

Black Hat - Questionable methods with potentially

damaging results.

Pay Per Click - Not SEO, paid for advertising.

Pay Per Impression - Again, not SEO. You pay when your

“ad” is seen.

01.04

The Brass Sisters

FoodTV and the Cooking

Channel celebs, the Brass sisters, juice up their SEO by providing quality content with a variety of topics.

1. Have Content Worth Viewing

2. Build Incoming Links

1. Get links from contextually relevant domains.

2. Do not get link that only point to your main page. A healthy mix of deep links is very important.

3. Make sure your keywords are included in the links.

4. Build site-wide links.

5. Drive for links from a variety of sources.

Code Free

Don’t fall for the lure of link-farms that promise instant SEO results. With SEO a slot methodological approach is always better.

01.06

Hierarchical Structure

Organization is key when publishing a website. Do it wrong and you end up with sloppy looking URL, but take a little extra time and effort and the result is page addresses that are easy to read and even easier for search engines to index.

3. Headlines are Important

Remember to use H1, H2, and H3 level headings appropriately. Think about how a magazine would produce an article.

Catherine Jones Cooks

Catherine’s site makes good use of intra-site linking along with appropriate use of the “title” attribute.

Northwest Wining and Dining

Notice how the page title is saturated with keyphrases.

4. Build Intra-Site Links

01.08

Meta Tags

Meta tags are HTML codes that are inserted into parts of a web page not typically displayed on the screen.

In the context of search engine optimization, when people refer to meta tags, they are usually referring to the meta description tag and the meta keywords tag, but other meta tags exist as well.

Meredith Deeds and Carla Snyder

In addition to dynamically generated meta tags from their Content Management System, we juice up the SEO with some static tags as well.

6. Consider Domain Age

Search indices often consider both how long your website has been around as well as how long you intend for it to be around as parting of their ranking algorithm.

7. Make sure your URL Structure is “Pretty”

Not pretty: www.studio99creative.com/p=312

Better: www.studio99creative.com/miami-web-design-services Another approach: www.cocoabeachheadshots.com

8. Don’t Discount Meta Tags

<meta http-equiv=”Content-Type” content=”<?php bloginfo(‘html_type’); ?>; charset=<?php bloginfo(‘charset’); ?>” />

<title>Meredith Deeds and Carla Snyder</title>

<meta name=”author” content=”Meredith Deeds and Carla Snyder” /> <meta name=”Copyright” content=”Copyright (c) 2009-2011 Meredith Deeds and Carla Snyder” />

<meta name=”description” content=”Recipe Development, Trade Show Culinary Representation, Cooking Classes, Spokesperson” />

<meta name=”keywords” content=”Recipe Development, Recipe Testing, Cooking Classes/Demonstrations, Corporate Culinary Teambuilding, Conference/Tradeshow Representation” />

Analytics

Frequently studying analytics can help you identify trends as well as the effectiveness of current SEO and marketing campaigns. Notice the upward trending in site visits in this snapshot, the direct result of an aggressive social media push.

01.10

Fresh Content Helps you Rank Higher

Keeping your website content fresh is one of the most effective ways of increasing your search engine indexing.

Braiden Rex-Johnson’s personal portal uses sophisticated technology to produce fresh content daily in an automated fashion.

Do This Now

Sit down and come up with 50 ideas for blog posts or news items. Write their titles down and a word or two about the topic. Keep this list handy so you always have an idea for a topic for your website.

- SEO Takes Time

- SEO Takes Effort

- The Biggest SEO Mistake You Can Make

- What You Can Do Today.

01.12

01.06 Contact

We enjoy our ability to meet in a variety of ways. Whether in person, on-location meetings, in our studio, or via phone or video-conference, we can find a meeting method that works best for you.