Learn the beginner to advanced strategies in search engine optimization by the SEOGoddess. Jenn Mathews has been optimizing websites since 1997 having worked as an in-house SEO Manager up to Director level for companies like Classmates.com. This unique approach to optimizing websites teaches you enough to either optimize your website yourself or know enough to understand what your consultant or SEO is suggesting. The SEO with the SEOGoddess workshop is offered all over the U.S. at various Wappow! and other conferences, and in Seattle, WA as a stand alone 4 hour workshop. For more information visit http://wappow.com

1. Search Engine Optimization
Jenn Mathews (SEOGoddess)

2. Who am I?
Twitter.com/SEOGoddess
Facebook.com/theSEOGoddess
SEOGoddess.me

3. What We Will Be Covering:
• What is SEO?
• Why SEO?
• How Search Engines work
• How people use Search Engines
• Keyword Research
• Keyword Placement
• Checklist –
• Internal SEO Checklist
• External SEO
• SEO & Social Media
• What not to do
• Advanced SEO
• -Getting buy in -Analytics
• -SEO in an Org -Maximizing ROI
• -Projects

4. What is SEO?
keywords
website
linking
Rankings

5. Keywords
̵ User types in key
word
̵ User types in 2 word
phrase
Computer
̵ User types “long tail”
key term
Search
As the user is researching they will type more
specific words and phrases to find exactly what
they are looking for.

6. The Results

7. Why SEO?
̵ Roughly 9 Billion
searches each month
on Google alone
̵ Conversion rates
120%-180% more
than banner
advertising, social
media, or traditional
marketing

8. How Search Engines Work
User searches with key word
User Interface
Search
Engine
Results
Database of
information about
Web robots,
World Wide crawlers,
web pages
Web collected by
and spiders
robots, crawlers,
and spiders

9. What We See Engine Sees
a Search
̵ We see styles, fancy
fonts, images,
interactivity, and
general user
experience.
̵ Search engines see
letters (symbols),
words (symbols
grouped together
parted by spaces),
punctuation, and
limited html tags like
<a href=“link”> and
<img src=“picture”
alt=“text for image”>

10. Database

11. What Happens?
̵ User enters key term
and clicks “search”
500GB Laptop Computer
Search

12. What Happens?
̵ The program (Search
Engine) looks
500GB Laptop Computer through the database
and pulls up the
results that have the
most relevence
Blah Blah Blah Blah Blah 500GB Laptop Computer
500GB Laptop Computer Blah Blah
Blah Blah Blah Blah Blah Blah Blah Blah

13. How People Use Search Engines
#1 Paid Results
#4 Paid
#3 Standard Natural Results
Title, Description
#2 Special Results
Videos, Products, Images, etc

14. Heatmap – Eye Tracking 2005
= click

15. Heatmap – Eye Tracking 2011

16. Get to know Search Engine Features
̵ Google
̵ Language
̵ Number of results
̵ Personalized
results (Google
Account)
̵ Location
̵ Search History
̵ Social (friends
suggestions +1)
̵ Suggestions
̵ Google Instant
http://www.google.com/help/features.html

17. Get to know Search Engine Features
̵ Bing (Microsoft)
̵ Suggestions
̵ Blue=popular
̵ Purple=your
history
̵ Answers
̵ Social
̵ Facebook
̵ Likes
̵ Friends

18. Get to know Search Engine Features
Specific Searches
̵ Websites
̵ Video
̵ Images
̵ Maps
̵ Travel
̵ Shopping
̵ Location (brick and mortar)

19. Keyword Research
̵ Wordtracker
̵ Wordstream
̵ Google Keyword Tool

20. How to Select the Right Keywords

21. Your Suggested Key Terms

22. Sets of Terms
̵ Blanket Terms
Blanket ̵ Select few broad
Terms terms that
represent the
whole website
Categorical ̵ Categorical Terms
Terms ̵ 2-3 word phrases
describing each
section of the
website (directory or
microsite)
Longtail ̵ Specific Terms (or
Terms longtail)
̵ 4-5 word phrases
for specific pages
(or files)

23. Keyword Placement
̵ The 2-3 broad words
you chose that
“describes” your
entire website

24. Keyword Placement
̵ The 2-3 word
phrases (terms) that
describes a section
of the website.

25. Keyword Placement
̵ 4-5 word phrases
that an individual
page is about.

26. Keyword Densities
̵ Spread the keywords
throughout the page
evenly.

27. Keywords - Body
Keyword density in body text
Individual keyword density
Keyword in H1, H2 and H3
Keyword font size
Keyword proximity (for 2+ keywords)
Keyword phrase order
Keyword prominence (how early in page/tag)
Keywords - Other
Simple Right?
Keyword in alt text
Keyword in links to site pages (anchor text)
NAVIGATION - INTERNAL LINKS
To internal pages- keywords?
All Internal links valid?
Efficient - tree-like structure
Intra-site linking
NAVIGATION - OUTGOING LINKS
To external pages- keywords?
Outgoing link Anchor Text
Link stability over time
All External links valid?
̵
Less than 100 links out total
Linking to Authority
OTHER ON-Page Factors
Domain Name Extension
Top Level Domain - TLD
Keyword Placement
̵ Title
File Size
Hyphens in URL
Freshness of Pages
Freshness - Amount of Content Change
Freshness of Links
̵ Description
Frequency of Updates
Page Theming
Keyword stemming
Applied Semantics
LSI
URL length
̵ Body content
OTHER ON-SITE Factors
Site Size - Google likes big sites
Site Age
Age of page vs. age of site
NEGATIVE
̵ URL (domain, directory,
ON-Page SEO Factors
Text presented in graphics form only
No ACTUAL body text on the page
Affiliate site?
Over optimization penalty (OOP)
Link to a bad neighborhood
Redirect thru refresh metatags
filename)
Vile language - ethnic slur
Algorithms ̵ Keyword Densities
Poison words
Excessive cross-linking
Stealing images/ text blocks from another domain
Keyword stuffing threshold
Keyword dilution
̵
Page edit - can reduce consistency
Frequency of Content Change
Freshness of Anchor Text
Dynamic Pages
Internal Linking
Excessive Javascript
̵
Flash page - NOT
Use of Frames
Robot exclusion "no index" tag
Single pixel links
Invisible text
External Links
̵
Gateway, doorway page
Duplicate content
HTML code violations
POSITIVE
OFF-Page SEO Factors
Age (Domain/files)
INCOMING LINKS :
Page Rank
Total incoming links ("backlinks")
Incoming links from high-ranking pages
Acceleration of link popularity
FOR EACH INCOMING LINK :
Page rank of the referring page
Anchor text of
inbound link to you
Age of link
Frequency of change of anchor text
Popularity of referring page
# of outgoing links on referrer page
Position of link on referrer page
Keyword density on referring page
HTML title of referrer page
Link from "Expert" site?
Referrer page - Same theme
Referrer page - Different theme
Image map link?
Javascript link?
DIRECTORIES :
Site listed in DMOZ Directory?
Site listed in Yahoo Directory?
Site listed in LookSmart Directory?
Site listed in inktomi?
Site listed in other directories (About, BOTW, etc.)
Expert site? (Hilltop or Condensed Hilltop)

28. Checklist – Internal SEO

29. Checklist – External SEO

30. SEO and Social Media
̵ Internal
̵ Sharing
̵ Commenting
̵ OGP
̵ Embedding
̵ External
̵ Profiles/Pages
̵ Content
̵ Social Actions
̵ Commenting

31. Socially Internal for SEO
̵ Share Buttons
̵ Facebook
̵ Twitter
̵ Linkedin
̵ Google+
̵ StumbleUpon

32. Socially Internal for SEO
̵ Commenting
̵ CMS
̵ Gadgets
̵ plugins
̵ modules
̵ add-ons
̵ Facebook
̵ External Add-ons

33. Socially Internal for SEO
̵ Open Graph Protocol
̵ Basics
̵ og:title
̵ og:url
̵ og:image
̵ og:description
̵ og:site_name
̵ Location
̵ Contact Info
̵ Video
̵ Audio
<head>
̵ Product
<title>website/page title</title>
<meta property="og:title" content=“Title of Website/Page" />
<meta property="og:url" content=“http://website.com/page.html" />
<meta property="og:image" content="http://iwebsite.com/images/pic.jpg" />
<meta property="og:tdescription" content=“The description of the website or page." />
...
</head>

34. Socially Internal for SEO
̵ Embedding
Activity Feed
̵ Twitter
Recommendations ̵ Facebook
̵ Linkedin
̵ YouTube Videos
Widgets ̵ Slideshare
Plugins

35. Socially External for SEO
̵ Profiles/Pages
Use social networking
Knowem.com websites to establish a
solid presence in the
search results.

36. Socially External for SEO
̵ Content
̵ Sharable Content
̵ Guest Blog posts
̵ Profile Content
̵ Tweets/Updates

37. Socially External for SEO
̵ Social Actions
̵ Share
̵ Tweet
̵ Check in

38. Socially External for SEO
̵ Commenting
̵ Blogs
̵ Articles
̵ Products
̵ Updates
I like your ……

39. Don’t
Black Hat SEO - http://wppw.me/6hjix

40. Advanced SEO
• Getting Buy In
• Analytics
• SEO within the Org
• Maximize ROI
• Projects

41. Thank You!
Twitter.com/Wappow
Facebook.com/Wappow
Wappow.com