This document provides an introduction to search engine optimization (SEO). It discusses the basics of SEO, including choosing keywords, optimizing page titles and content with keywords, and building links. Social signals and personalized search are also changing how SEO works. The document provides tips on tracking sites, fixing issues, and canonicalization. It emphasizes creating great content and becoming better at helping others through online efforts.

1. Intro to SEO
November 2011
Phil Buckley
SEO – What You Need To Know Raleigh SEO Meetup Group
Twitter: @1918

3. Tweetable moment
The more the algorithm
changes, the more you have
to rely on the essentials of
SEO. #seomeetup

4. SEO is not a way of tricking the search engines

5. SEO is about being findable in the crowd
The Ted Williams seat in the right field bleachers at Fenway Park. Section 42, Row 37, Seat 21

6. Domain
http://www.philisawesome.com/why-seo-is-essential.html

7. Page Title

8. Page Title

10. Tweetable moment
The keywords you choose for
your site will make all the
difference. #seomeetup

11. Keywords in the url
http://www.philisawesome.com/essential-seo.html

12. Keywords in your page title
<title>Red Leather Shoes for Circus Clowns</title>

13. Keywords
in your page’s headline

14. Keywords
in your page’s copy

15. Content Strategy
objective

16. Before drafting content
consider what keywords are
your most important and map
out how to create pages to fit
each important group of
keywords within your site theme
and navigational structure.
- Aaron Wall of SEOBook

17. Don’t bother publishing shit, nobody wants to read it

18. How do you write
compelling content when
you have a boring product?

19. Dileas Gu Bas: Scots for "Faithful unto death". Need we say
more?
Dependable, versatile and with a rich and powerful
history, the American Felling Axe is the quintessential
woodland tool and an icon of American design and ingenuity.
Every feature of this axe was meticulously designed by Best
Made in New York. The Dayton pattern head is made from
high carbon American steel and is drop forged in North
Carolina by fourth-generation axe makers. The Best Made
helve is lathed from Appalachian hickory and its elegant
curvature and slender form factor ensure superior efficiency
and safety. Every Best Made axe comes numbered with our
documentation and guarantee, and a fitted, top-grain leather
blade guard. This Special Edition axe will arrive in a hand-
built crate with wood wool.

20. Dileas Gu Bas: Scots for "Faithful unto death". Need we say
more?
Dependable, versatile and with a rich and powerful
history, the American Felling Axe is the quintessential
woodland tool and an icon of American design and ingenuity.
Every feature of this axe was meticulously designed by Best
Made in New York. The Dayton pattern head is made from
high carbon American steel and is drop forged in North
Carolina by fourth-generation axe makers. The Best Made
helve is lathed from Appalachian hickory and its elegant
curvature and slender form factor ensure superior efficiency
and safety. Every Best Made axe comes numbered with our
documentation and guarantee, and a fitted, top-grain leather
blade guard. This Special Edition axe will arrive in a hand-
built crate with wood wool.

21. Tweetable moment
If you can’t come up with
great content for your
site, hire someone who can!
#seomeetup

22. Personalized search has
changed everything

23. social signals

24. I trust my
friends

25. Now which
result do you
trust?

26. You still need to build links

27. The 5 Basics of SEO
1. Choose a domain that makes sense
2. Construct smart titles for every page on your site
3. Use your keywords in a way that helps your site get found
4. Social is no longer optional
5. Actively seek out high quality links

28. So what’s next?
1. Sign up for a Google/Bing Webmaster account
2. Start tracking your site & looking at those numbers
3. Smartly use redirects and canonicalization
4. Fix stuff that’s broken… really
5. Pay attention to the next few slides…

29. PROBLEM: You have duplicate content
Solutions:
1. Just fix it
2. <meta name="robots"
content="noindex,nofollow">
3. /robots.txt
4. 301 redirects or URL rewriting
5. Webmaster tools to exclude parameters
6. rel=canonical

31. Canonicalization

32. Essential Take Aways
• Create the best content possible
• Keep your goal in mind at all times
• Become a better you while online
• Help more

33. Tweetable moment
OMG! This was the best
Meetup I’ve ever been to.
#epic #seomeetup
#philisawesome

34. F.A.Q.
Do I have to spend money
to rank?
No.
Would my time be better
spent doing other SEO
tasks?
Probably not.
When is the next SEO
Meetup?
December 13th. A 2011 wrap up
event co-hosted by Jenny Halasz

35. Thank You
Special thanks to our sponsors:
Coalmarch Productions for keeping this Meetup FREE!
Thee Design Studio for providing the pizza!
and
for letting us use their cool space
Help support men’s health by supporting