Rob Stoves, Solutions Consultant, Ektron, shines some light on the dark corners of search engine optimization.

1. Rob Stoves
Solutions Consultant, Ektron
rob.stoves@Ektron.co.uk
Myth Busting the
Dark Art of SEO

2. Copyright © 2013 Ektron, Inc.
Myth Busting the Dark Art of SEO
• Introduction to how search engines
work
• Some common SEO techniques used
over the last 10 years
• Black hat and white hat SEO
• Tips to improve rankings

3. Copyright © 2013 Ektron, Inc.
What SEO isn’t
• SEO shouldn’t be about getting to the top of
Google for particular phrases
• We shouldn’t be optimizing for search
engines
• We should be optimizing for people
• Although short term benefits can be gained
it will not last without continual investment

4. Copyright © 2013 Ektron, Inc.
How search engines work

5. Copyright © 2013 Ektron, Inc.
On page SEO
Search Engine
Submission

6. Copyright © 2013 Ektron, Inc.
On page SEO
Page rankSearch Engine
Submission
Anchor text

7. Copyright © 2013 Ektron, Inc.

8. Copyright © 2013 Ektron, Inc.
On page SEO
Search Engine
Submission
Domain authority
Page rank
Anchor text

9. Copyright © 2013 Ektron, Inc.
On page SEO Page rank
Search Engine
Submission
Anchor text
Domain authority
Link context
User
signals

10. Copyright © 2013 Ektron, Inc.

11. Copyright © 2013 Ektron, Inc.
Negative SEO

12. Copyright © 2013 Ektron, Inc.

13. Copyright © 2013 Ektron, Inc.
TIPS
• Latent Semantic Indexing
• Know your competition
• Your website is never finished
• Don’t risk search engine penalties
• Avoid keyword stuffing
• Interact with bloggers in your industry
• Get people to link to you

14. Copyright © 2013 Ektron, Inc.
GOOGLE WEBMASTER GUIDELINES

15. Rob Stoves
Solutions Consultant, Ektron
rob.stoves@Ektron.co.uk
Questions
#ektronlondon
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