SEO basics - a guide to SEO for everyone

SEO – Search Engine Optimization

Getting the basics right

Keywords

Traffic or rankings

Linkbuilding

Tools of the trade

www.net-clue.com - info@netclue.dk

Jens Peter Nielsen

 First SEO job in 1998

 Marketing background – code? Couldn't write a line of it for my life 

 Founded Netclue Online Marketing in early 2012

 Assists all kinds of website owners with SEO and PPC

 The ”bragging” list:



SEO
Definition:



All SEO is keyword driven

But…..

If you forget about the basics, all
your SEO-efforts will fail!



Getting the basics right:

Choosing the right platform
Domain – are you global or local?
URLs – Help Google
Navigation – Most wanted action + structure
The title-tag
The Meta Description tag
Headings
Keywords
Traffic vs. rankings
Linkbuilding



Choosing the right webplatform – test for
“SEO-friendlyness”



Domain – are you global or local?
What kind of domain?

gTLD (generic Top Level Domain -
.com, .net, .org, .edu, .gov)

ccTLD (country code Top Level Domain - .dk)



Domain – are you global or local?

Guess what? Google is going local



URLs – Help Google

Looking for “adidas” – pop quiz: which of the
following is better?

http://www.zappos.com/adidas

or
http://www.soccer.com/Navigation.process?Ne=646&N=4294
959043



Navigation – Most wanted action + structure



Keep navigation and menus simple – it
works! (no. 1 and 2 in Google.com when
searching for “shoes”)



Navigation – Most wanted action + structure
Keep it simple – it works!



<title>The title-tag</title>
Google gives you 65 characters of free
advertising space – do you make the most of it?


The title-tag – spam doesn’t work
<title>

</title>


The title-tag – keep it simple – avoid “stop
words” if the competition is tough!



The Meta Description tag – how about 150
characters more from Google? It’s free!



<H1>Headings</H1>



Keywords



Keywords
Misconceptions about keywords:

“We know what our clients search for”

“Our new product xclabytl is a good keyword
– it’s patented and trademark protected”

“If we are not ranked no. 1 in Google on this
keyword, it’s not worth the trouble”



Keywords
Myths about keyword-implementation:

“Keyword density is all that matters”

“Using keywords in domains will be
penalized by Google”

“The meta-keyword tag is a good place
for your most important keywords”


Keywords
It pays off to watch out for the trends



Keywords - usage gets more and more precise – more than 70 %
of Google’s users, use 2 or more keywords when searching
2 words 33%
Words in search engines 3 words 27%
1 words 15%
4 words 14%
5 words 6%
3% 2% 6 words 3%
7 words 1%
6%
33%
14%

15%

27%

OneStat Oct. 2012



Keywords – users want to feel they are in control

Research – generic keyword use
60-80 %

Selection – use of brand or
name of product in search
10-15 %

Conversion –
exact desire in
keyword use
6-8%



Keywords – Knowing user-intentions is
better than guessing….

Keyword Purpose of search
(Source: Microsoft Ad Intelligence)

Google SEO Research

SEO services Selection

SEO company Colorado Purchase



Keywords – know where to ”attack”

Short tail: many searches – high competition – low conversion

Medium-tail: Medium no. of searches – medium to low competition – medium to
high conversion

Volume Long-tail: Low volume pr. unique phrase – low competition – high
conversion



Traffic or rankings


SEO-Search Engine Optimization
Linkbuilding – always make content people wants to link to!

Fixing dead links –
internal as well as Press-sites
external

Social bookmarking
Digg.com
Flickr.com

Free apps linking
Social back to your site
Networks (Link-bait)


A few free tools and inspirational sites for you
 http://www.fasttrackseo.net
 http://www.webposition.com
 http://www.keywordspy.com
 http://siteexplorer.search.yahoo.com
 http://www.google.com/trends
 http://www.google.com/insights/search/#
 http://trends.google.com/websites?q=wikipedia.org
 https://adwords.google.com/select/KeywordToolExternal
 http://www.iwebtool.com/tools/
 http://www.seo-browser.com
 http://www.google.com/analytics
 http://www.seomoz.org
 http://www.google.com/alerts?hl=en
 https://www.google.com/webmasters/tools/home?hl=en
 http://www.mattcutts.com/blog/type/googleseo/

……that should keep you busy for a while


 http://twitter.com/netclueonline

 jpn@netclue.dk

 www.net-clue.com

 www.fasttrackseo.net

 http://www.linkedin.com/in/seoexpertdk

Questions? Feel free to mail
or tweet

SEO basics - a guide to SEO for everyone

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