1. Demystifying Search Engine
Optimization
Twitter: @rubenq

2. What is SEO?
.
SEO is the process of is the process of
improving the volume or quality of traffic to a
web site or a web page (such as a blog) from
search engines via "natural" or un-paid
("organic" or "algorithmic") search results as
opposed to other forms of search engine
marketing (SEM) which may deal with paid
inclusion. - Wikipedia
Twitter: @rubenq

3. What is SEO?
.
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4. Why is it Important?
.
Traffic – Sales/leads
Branding / Thought Leadership
Reputation Management
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5. Sponsored
Results
Organic /
Natural / Non-
Paid Results
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6. Black Hat Vs. White Hat
.
Black Hat - SEO techniques that use
strategies that Search Engines frown
upon. Short term results but not a
strong long term strategy.
White Hat - Using accepted SEO
strategies. Better for a long term
strategy.
Twitter: @rubenq

7. Some Black Hat tactics
Techniques to avoid:
.
• Keyword stuffing
• Hidden or invisible unrelated text
• Meta tag stuffing
• "Gateway" or doorway pages
• Scraper sites
• Article spinning
Twitter: @rubenq

8. Site Review
• Is
the development/structure of the site
.
going to present any challenges?
• Is there enough quality content to
optimize?
• Is the site “conversion friendly”?
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9. Site Performance
• What metrics were used?
• What were the top landing pages?
• What were the top keyword drivers?
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10. On Page Tactics
Web Page being
optimized
• Longtail • Titles • Headers
Keyword • Analyzing Meta • Descriptions Page • Keyword
Research Intent Data • Meta tags Content Density
• Image tags Proximity
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11. Keyword Research
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12. Head Vs. Long
The Long Tail – Chris Anderson
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13. Head Vs Long
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14. Analyzing Keyword Intent
Transactional terms
High Valued terms - Most likely to lead to conversions
Informational terms
Average Valued terms - Lower probability than transactional, but may still
lead to conversions. Also may possess brand value
Navigational terms
Lower Valued terms -Are typically are searches for brand name.
Twitter: @rubenq

15. Which One Are These?
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16. Keyword Research Tools
Trellian: www.keyworddiscovery.com
Wordtracker: www.wordtracker.com
Google Keyword Tool: https://adwords.google.com/select/KeywordToolExternal
Google Insights: http://www.google.com/insights/search
Twitter: @rubenq

17. Meta Data
Meta
Meta Title & Description,
Description Title, Tags
show up on
Search Results
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18. Page Titles –
show up on
search results
URL Name should
have targeted key
phrase
Provide a
Headline Call to
(H1 Tag) Action
Sub Headline
(H2 Tag)
Include any link
backs to any
Images can
relevant pages on be optimized
your site with an alt tag
Twitter: @rubenq

19. Creating SEO Friendly Content
•Use your target keywords as. first words of the title tag
•Use your primary and supporting keywords
in the meta description and keywords tags
•Employ the H1 tag for page headlines
•Use H2s and H3s for sub headlines
•Apply relevant alt tags to images
Twitter: @rubenq

20. Creating SEO Friendly Content Tips
•Cross link to other pages of your site that are in the same
.
category/same topic. Do not link to areas of your site that are not directly
relevant to the page.
•Name images, videos, podcasts, etc. with keywords; separate
words with dashes (e.g. florida-gulf-coast-beach.jpg)
•Use descriptive alt text for all images; include your keywords
•Publish continually; don’t publish 5 articles at once and then
nothing for a month but rather spread it out and publish 1-2 articles a week
•Try to have at least 300 words on a page; 400+ preferred; in general more
is better
Twitter: @rubenq

21. Off Page Tactics
Linking
Social Strategy
Media
Content
Creation
Your Website
Twitter: @rubenq

22. Types of Linkbacks
Authoritative
Formational
- Natural
Paid Social
Twitter: @rubenq

23. Types of Linkbacks
Follow Links allow Search Engines to index the page,
attributes included in that link.
No Follow Links, are links that are coded as No follow, as the
referrer does not want to fully attribute value to that link.
Graph from Search Engine Journal
Twitter: @rubenq

24. Article Marketing
Great for One Way Links
Quality vs. Quantity
Ezines - Blogger relationships
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25. Press Releases
When appropriate, this off page
strategy can be valuable
Utilize for events, company
news, announcements etc.
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26. Press Releases
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27. Free Press Releases Sites
• Free-Press-Release.com
• PRLog.org
• PR.com
• OpenPR.com
• 1888PressRelease.com
• NewswireToday.com
• PR-Inside.com
• 24-7PressRelease.com
• EcommWire.com
• TheOpenPress.com
• PressMethod.com
• Free-Press-Release-Center.info
• I-Newswire.com
Twitter: @rubenq

28. Content Production Ideas
New Landing Pages
Articles/Resources Section
Blog
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29. Social Media for SEO
Blogs
Social Bookmarking Sites
Social Sharing Sites
Socialize your content
Podcasts
Video
Twitter: @rubenq

30. Outsource? Why Path?
•Turnkey Fulfillment solutions
•Experience – Years of experience Launching
successful campaigns across multiple online
marketing platforms
•SEO, Paid Search, Social Media Services &
Training
Twitter: @rubenq

31. Let’s Connect!
facebook.com/pathinteractive
@rubenq
http://www.linkedin.com/in/rubenquinones
Twitter: @rubenq