Search Engine Optimization Techniques and Tricks.

1. Search Engine Optimization
How Search Engines work
Site building basics
Keyword basics
Link building
Competitive research
Social factors
Tools of the trade
Help with SEO

2. Six SEO Fundamentals
• Build sites that people want to see
• Keep content original and fresh
• Monitor your competition to see what is working for them
• Incorporate social media to help build a following
• Cultivate links from external sites to increase popularity
• Create traffic to attract search engine traffic

3. How Search Engines Work
Search engines provide the answers their searchers are looking for.
The better your site answers specific questions, the more likely traffic will be
sent to your site.
Rating factors include:
• Time people spend on your site
• How many external sites link to your website
• What kind of links send people to your site
• Traffic your site receives
• Do searchers repeat their search after visiting your site

4. How Search Engines Work (continued)
Page Authority
Each page of every website is designated with a Page Authority. The
algorithm used to determine Page Authority is kept secret but many
inferences and educated guesses can be made.
PageRank
Is part of Google’s Page Authority ranking system. It is said to
measure site popularity more than anything else, but it is one of the
only ranking factors that is openly shared by Google. High PageRank
sites tend to be listed before lower ranked sites. PageRank can be
determined through many third party add-ons.
PageRank is passed from one site to another through outgoing links.
To a website owner these backlinks are one of the best ways to
increase traffic to their site.

5. Site Building Basics
Search engines prefer that websites are organized well in order to facilitate
crawling and browsing
Crawling is how search engines explore and index your page
What do search engines look for?
Organized site:
One Home Page
Limited Categories
Multiple Sub categories for each category
Detail pages that are grouped by sub and main categories

6. Site Building Basics
What do Search Engines look for ? (continued)
ORIGINAL CONTENT
Duplicated and repeated content is usually ignored and sometimes
penalized.
Content Freshness
Content written years ago will be less likely to attract traffic than
content written recently
Keywords
The words and phrases repeated on your site tell search engines
what your site is about.

7. Site Building Basics
What do Search Engines look for ? (continued)
Keywords in URLs
Websites should include keywords in their domain names and page
names
Broken Links
Broken links tell a search engine that you are not serious.
Established sites will resolve broken links quickly.
Domain Age
Older domains attract more search engine traffic. The older the
better.
XML Sitemaps
Provide search engines with a type of road map that helps them
index your site

8. Keyword Basics
Google defines a keyword as a significant word or phrase relevant to the web
page or document in question.
• Keywords are an important factor that draws traffic to your
website
• Industry keywords also allow search engines to determine your
industry and the relevance of incoming links
Keyword Selection:
• Determine what your potential customer will search for to find
you or your competitors
• Create a list of the main keywords that your business focuses on
• Remember, for local business, your location is a crucial keyword

9. Link Building
Quality links to your site increase your PageRank
• Search Engines determine your industry and weather the sites
that link into your site have the same focus you do
• Industry keywords also allow search engines to determine your
industry and the relevance of incoming links
• .GOV and .EDU sites pass the most PageRank to your site
Backlink Equivalents
1 backlink from a PR 6 site =
3 backlinks from a PR 5 site =
18 backlinks from a PR 4 site =
101 backlinks from a PR 3 site =
555 backlinks from a PR 2 site =
3,055 backlinks from a PR 1 site

10. Link Building (continued)
Anchor Text links pass over more PageRank than other links:
Dog training in the San Jose area: http://www.thrivingcanine.com
For a great dog trainer Click Here
Dog training in the San Jose area
Industry related sites pass more PageRank than unrelated sites.
For the example above, one backlink from a veterinarian site is
better than many backlinks from restaurants.

11. Competitive Research
Enter your main keyword into Google and see how you rank.
• If your competitors outrank you, examine what they have done
• Use a backlink checker to view how many they have
• Use a keyword analyzer to see what other keywords they focus on
• Find your competitors high PageRank backlinks and get them to link to you
as well

12. Social Factors
Facebook
• Is a great way to create and maintain a buzz around your business
• Use it to keep people informed on specials, deals, events and more
• Make sure that the call to action on Facebook activities encourages
more traffic to your site
Yelp
• Integral to local businesses, yelp reviews are consistently on top of the
search engine rankings
• Getting listed with yelp can give you instant first page visibility
YouTube
• Owned by Google is the second most used search engine
• Google provides front page visibility with selected search results
• Video optimization strategies exist to help individual ranking results

13. Social Factors (continued)
Blogging
• Have always been the ideal way to introduce fresh content to your
website
• With the introduction of Google’s new Freshness Algorithm it is more
important now than ever before
• Blogging attracts frequent visits to your site, which encourages search
engines to send more traffic to your site

14. Tools of the Trade
Google
Google search
• What keywords do you rank for
• Who are your competitors in search engine results
SEOquake
Free Toolbar
• Toolbar shows PageRank, domain age, internal and external links,
keyword density
SEO Moz
• Starts at $99 per month but very powerful
• Calculates Page Authority, Domain Authority, link data and much
more

15. Six SEO Fundamentals
• Build sites that people want to see
• Keep content original and fresh
• Monitor your competition to see what is working for them
• Incorporate social media to help build a following
• Cultivate links from external sites to increase popularity
• Create traffic to attract search engine traffic

16. Help With SEO
SEO LaunchPage™
• ABD Promotions can create a “to-do” list for
you
• Updated monthly, our step by step guide
will walk you through the best steps to
increase visibility for your website
• Full service SEO plans are also available