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Flavors of SEO www.reference.be @ndegeyndt Li: Nikolaas De Geyndt

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Agenda <ul><li>The SEO Pyramid </li></ul><ul><li>Which ranking factors matter </li></ul><ul><li>SEO trends </li></ul><ul><li>SEO Migration </li></ul><ul><li>New sites & SEO </li></ul><ul><li>Social Media & SEO </li></ul><ul><li>International SEO </li></ul><ul><li>Local SEO </li></ul><ul><li>Video & Image SEO </li></ul><ul><li>Keyword Research (finally done right) </li></ul><ul><li>Optimizing your website / writing content </li></ul>

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What matters in SEO <ul><li>The SEO Pyramid </li></ul><ul><li>Which ranking factors matter </li></ul><ul><li>SEO trends </li></ul>

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SEO Pyramid Accessible Content Keyword Universe & Content Optimization Marketing Social SEO Fundamentals: http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid

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Which Ranking Factors matter Links represent 42% of rankings Kw represent 36% or rankings Social represent 7% of rankings Search volume for brands Internal links, # chars HTML & document CTR from Google to page for a KW Domain length

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SEO Trends www.goedkope-vakantiehuisje-ardennen-durbuy.be Use related keywords

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SEO Trends says 

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SEO Trends Read up at Wikipedia: http://en.wikipedia.org/wiki/Google_Panda

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SEO Trends <ul><li>Check this out </li></ul>Use rich snippets: http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=99170

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Flavours of SEO <ul><li>SEO Migration </li></ul><ul><li>New sites & SEO </li></ul><ul><li>Social Media & SEO </li></ul><ul><li>International SEO </li></ul><ul><li>Local SEO </li></ul><ul><li>Video & Image SEO </li></ul>

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Migrating from Old to New Site <ul><li>Successful migration of your website with minimal impact on your existing search engine rankings and traffic. </li></ul>

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Migrating from Old to New Site Old website www.yourdomain.com/oldurl1 www.yourdomain.com/oldurl2 … New website www.yourdomain.com/newurl-1 www.yourdomain.com/newurl-2 … Old indexed URL’s SWITCH after switch Will be replaced by New URL’s

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<ul><li>SEO migration is necessary when: </li></ul><ul><li>URLs change </li></ul><ul><ul><li>Change of domain name </li></ul></ul><ul><ul><li>Change of CMS </li></ul></ul><ul><ul><li>Chang of URL structure </li></ul></ul><ul><ul><li>URL-rewriting for Search Engine Friendly URL’s </li></ul></ul>Migrating from Old to New Site Read more about the Migration of your website http://www.google.com/support/webmasters/bin/answer.py?answer=83105

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New Sites & SEO <ul><li>Domain </li></ul><ul><ul><li>.com VS country .tld </li></ul></ul><ul><ul><li>New domain, subdomain or folder? </li></ul></ul><ul><ul><li>Register in advance </li></ul></ul><ul><ul><ul><li>Register variations </li></ul></ul></ul><ul><ul><ul><li>Country domains </li></ul></ul></ul><ul><ul><ul><li>No hyphens </li></ul></ul></ul><ul><ul><ul><li>No numbers </li></ul></ul></ul><ul><ul><ul><li>The shorter the better </li></ul></ul></ul>

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New Sites & SEO <ul><li>Content </li></ul><ul><ul><li>No under construction </li></ul></ul><ul><ul><li>Don’t steal content </li></ul></ul><ul><ul><li>Use HTML Sitemap </li></ul></ul><ul><ul><li>Provide good interlinking </li></ul></ul><ul><li>Build links already </li></ul><ul><ul><li>Corporate Website, Partners, Directories </li></ul></ul>

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New Sites & SEO <ul><li>On-go live </li></ul><ul><ul><li>You + agency: send out press release with perfect links in it </li></ul></ul><ul><ul><li>Push XML Sitemap to Google </li></ul></ul><ul><ul><ul><li>Bonus reading for webmasters with 10.000+ pages: http://www.seomoz.org/blog/multiple-xml-sitemaps-increased-indexation-and-traffic </li></ul></ul></ul>About XML Sitemaps: http://www.google.com/support/webmasters/bin/answer.py?hl=en&&answer=156184

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Social Media & SEO <ul><li>Remember this? </li></ul>Read the interview with Google & Bing: http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389

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Social Media & SEO <ul><li>Diversity of Sources </li></ul><ul><ul><li>50 tweets from 1 account vs 50 unique acc. </li></ul></ul><ul><li>Timing </li></ul><ul><ul><li>tweets/shares indicate value and interest (rather than just sharing what's new). </li></ul></ul><ul><li>Surrounding Content </li></ul><ul><ul><li>the message(s) accompanying the link </li></ul></ul><ul><li>Engagement Level </li></ul><ul><ul><li>the quantity of clicks, retweets, likes, etc </li></ul></ul>

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Social Media & SEO <ul><li>Secure your </li></ul><ul><ul><li>Google+ (for companies) </li></ul></ul><ul><ul><li>LinkedIn & Facebook (for companies) </li></ul></ul><ul><ul><li>Twitter handles </li></ul></ul>

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Social Media & SEO <ul><li>Google+ </li></ul>

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Social Media & SEO <ul><li>Google+ </li></ul>

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Social Media & SEO <ul><li>Encourage social interactions (smartly) </li></ul>I added these buttons because everyone else’s doing it

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Social Media & SEO <ul><li>Encourage social interactions (smartly) </li></ul>LOVE ME! (please)

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Social Media & SEO <ul><li>Encourage social interactions (smartly) </li></ul>Scrolling to the bottom Get the code @ http://blog.okcupid.com/index.php/10-charts-about-sex/

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International SEO <ul><li>Geotargeting - What Google Says </li></ul>http://googlewebmastercentral.blogspot.com/2010/03/working-with-multi-regional-websites.html ccTLDs eg: site.com, site.be Subdomains with gTLDs eg: de.site.com, fr.site.com, etc. Subdirectories with gTLDs eg: site.com/de/, site.com/fr/, etc. URL parameters eg: site.com?loc=de, ?country=france, etc. <ul><li>pros (+) </li></ul><ul><li>clear geotargeting </li></ul><ul><li>server location is irrelevant </li></ul><ul><li>easy separation of sites </li></ul><ul><li>pros (+) </li></ul><ul><li>easy to set up </li></ul><ul><li>can use Webmaster Tools geotargeting </li></ul><ul><li>allows different server locations </li></ul><ul><li>easy separation of sites </li></ul><ul><li>pros (+) </li></ul><ul><li>easy to set up </li></ul><ul><li>can use Webmaster Tools geotargeting </li></ul><ul><li>low maintenance (same host) </li></ul>pros (+) (not recommended) <ul><li>cons (-) </li></ul><ul><li>expensive (+ availability) </li></ul><ul><li>more infrastructure </li></ul><ul><li>cons (-) </li></ul><ul><li>users might not recognize geotargeting from the URL alone (is &quot;de&quot; the language or country?) </li></ul><ul><li>cons (-) </li></ul><ul><li>users might not recognize geotargeting from the URL alone </li></ul><ul><li>single server location </li></ul><ul><li>separation of sites harder </li></ul><ul><li>cons (-) </li></ul><ul><li>segmentation based on the URL is difficult </li></ul><ul><li>users might not recognize geotargeting from the URL alone </li></ul><ul><li>No geotargeting in Webmaster Tools </li></ul>

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International SEO <ul><li>Geotargeting </li></ul><ul><ul><li>Google is not everywhere #1 </li></ul></ul><ul><ul><ul><li>Russia & China </li></ul></ul></ul><ul><ul><li>Offer choice to change country/language </li></ul></ul>

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International SEO <ul><li>Geotargeting </li></ul><ul><ul><li>IF you have the budget = use local domain </li></ul></ul><ul><ul><ul><li>Google likes it “more”, higher CTR & CR & AOS </li></ul></ul></ul><ul><ul><ul><li>But Infrastructure cost & Linkbuilding efforts </li></ul></ul></ul><ul><ul><li>IF strapped for budget = use folders </li></ul></ul><ul><ul><ul><li>Transfer link juice between folders </li></ul></ul></ul>Still doubting? Absolutely read: http://www.seomoz.org/ugc/folders-vs-subdomains-vs-cctld-in-international-seo-an-overview

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International SEO <ul><li>en-US , en-GB , en-CA, … </li></ul><ul><ul><li>Q: Is it OK to have the same content for different countries but in the same language? </li></ul></ul><ul><ul><li>A: </li></ul></ul><ul><ul><ul><li>No problem as long as the content is for different users in different countries. </li></ul></ul></ul><ul><ul><ul><li>Each country has a unique URL </li></ul></ul></ul><ul><ul><ul><li>You tell Google (by using local domain or using GWT) </li></ul></ul></ul>

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Local & SEO Check out the Local Ranking Factors http://www.davidmihm.com/local-search-ranking-factors.shtml

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Local & SEO <ul><li>N.A.P. : </li></ul><ul><li>Name </li></ul><ul><li>Address </li></ul><ul><li>Phone number </li></ul><ul><li>Be consistent! </li></ul>

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Local & SEO <ul><li>Verify your Google Places </li></ul><ul><ul><li>Include Location in your “Plaatsnaam” </li></ul></ul><ul><ul><li>Use categories, pictures & Google-reviews </li></ul></ul><ul><ul><li>Add 10 or more listings at once: </li></ul></ul><ul><ul><ul><li>https://www.google.com/support/places/bin/answer.py?hl=en&answer=178024&topic=1656882 </li></ul></ul></ul>

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Local & SEO <ul><li>Post your NAP whereever you can </li></ul><ul><ul><li>Goudengids (urls are followed!) </li></ul></ul><ul><ul><li>LinkedIn, Facebook Business Pages </li></ul></ul><ul><ul><li>Foursquare </li></ul></ul><ul><ul><li>www.yalwa.be </li></ul></ul><ul><ul><li>www.kmo-insider.biz , www.injebuurt.be , www.hotfrog.be , www.sayso.be </li></ul></ul><ul><ul><li>voeg bedrijf toe site:.be , bedrijf toevoegen site:.be </li></ul></ul>

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Local & SEO <ul><li>Read more about Local SEO </li></ul><ul><ul><li>http://www.davidmihm.com/ (David Mihm) </li></ul></ul><ul><ul><li>http://blumenthals.com/blog/ (Mike Blumenthals) </li></ul></ul><ul><ul><li>http://www.localseoguide.com/ (Andrew Shotland) </li></ul></ul>

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Local & SEO

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Video & Image SEO <ul><li>Image </li></ul><ul><ul><li>IMHO: not really worth the effort today </li></ul></ul><ul><ul><li>Accessibility </li></ul></ul><ul><ul><li>Future-proof! </li></ul></ul>

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Video & Image SEO <ul><li>Video – Ranking Factors </li></ul><ul><ul><li>Remember: Youtube = Google owned </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><ul><li>Title & description of the video </li></ul></ul></ul><ul><ul><li>User engagement factors </li></ul></ul><ul><ul><ul><li>Number of Likes & pageviews </li></ul></ul></ul><ul><ul><ul><li>Total Channel Views </li></ul></ul></ul><ul><ul><li>Authority </li></ul></ul><ul><ul><ul><li>Number of years since joining YouTube </li></ul></ul></ul><ul><ul><ul><li>Total number of subscribers </li></ul></ul></ul>

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Video & Image SEO <ul><li>Video - Tactics </li></ul><ul><ul><ul><li>Video Sitemap: http://www.google.com/support/webmasters/bin/answer.py?answer=80472 </li></ul></ul></ul><ul><ul><ul><li>Transcriptions: http://www.speechpad.com/ </li></ul></ul></ul>If you have a none commercial video, upload it as well to www.vimeo.com (non-commercial & High Quality)

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Video & Image SEO <ul><li>Video SEO Read-up: </li></ul><ul><ul><ul><li>http://techcrunch.com/2010/03/10/video-seo-top-google-search/ </li></ul></ul></ul><ul><ul><ul><li>http://searchenginewatch.com/3636282 </li></ul></ul></ul><ul><ul><ul><li>http://www.reelseo.com/how-video-sitemaps/ </li></ul></ul></ul><ul><ul><ul><li>http://www.seomoz.org/blog/seo-for-video-content </li></ul></ul></ul><ul><ul><ul><li>http://www.seomoz.org/blog/video-seo-basics-whiteboard-friday-11080 </li></ul></ul></ul>

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SEO Methodologies <ul><li>Keyword Research (finally done right) </li></ul><ul><li>Optimizing your website / writing content </li></ul>

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Keyword Research <ul><li>Keyword Research (finally done right) </li></ul><ul><li>Let’s build a keyword universe </li></ul>

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Keyword Universe : Preparation <ul><li>Step 1: Research Keywords </li></ul><ul><li>Step 2: Define Clusters </li></ul><ul><li>Step 3: Gap Analysis </li></ul><ul><li>Step 4: Determining Keywords to target </li></ul><ul><li>Step 5: Map Keywords to a Webpage </li></ul>

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Keyword Universe : Preparation <ul><li>Step 1: Research Keywords </li></ul><ul><ul><li>Use your brain and </li></ul></ul><ul><ul><ul><li>xMind (free mindmapping software) </li></ul></ul></ul><ul><ul><ul><li>“ Lotus Blossom Brainstorm Technique” </li></ul></ul></ul>

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<ul><li>Step 1: Research Keywords </li></ul><ul><ul><li>Google AdWords Tool </li></ul></ul><ul><ul><ul><li>https://adwords.google.com/select/KeywordToolExternal </li></ul></ul></ul><ul><ul><ul><li>use [exact] or “phrase” matching type </li></ul></ul></ul>Keyword Universe : Preparation

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<ul><li>Step 1: Research Keywords </li></ul><ul><li>http://ubersuggest.org / ( Google Suggest) </li></ul>Keyword Universe : Preparation

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<ul><li>Step 1: Research Keywords </li></ul><ul><ul><li>Google search – (Inter)national competition </li></ul></ul><ul><ul><li>Extract keywords http://www.seomoz.org/term-extractor </li></ul></ul>Keyword Universe : Preparation

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<ul><li>Step 2: Define Clusters </li></ul><ul><ul><li>Paste all keywords in Adwords Tool & export to Excel </li></ul></ul><ul><ul><li>Cluster keywords </li></ul></ul><ul><ul><li>Remove “Competition” & “Local Monthly Search Volumes” </li></ul></ul>Keyword Universe : Preparation

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<ul><li>Step 3: GAP Analysis </li></ul><ul><ul><li>Install this Firefox plugin: http://tools.seobook.com/firefox/rank-checker / </li></ul></ul><ul><ul><li>Max 30 keywords per run </li></ul></ul><ul><ul><li>Check rankings </li></ul></ul>Keyword Universe : Preparation

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<ul><li>Step 3: GAP Analysis </li></ul><ul><ul><li>Get & Paste results in other Excel sheet </li></ul></ul>Keyword Universe : Preparation

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<ul><li>Step 3: GAP Analysis </li></ul><ul><ul><li>Get & Paste results in other Excel sheet </li></ul></ul>Keyword Universe : Preparation

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<ul><li>Step 3: GAP Analysis </li></ul><ul><ul><li>Get & Paste results in other Excel sheet </li></ul></ul>Keyword Universe : Preparation

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<ul><li>Step 3: GAP Analysis </li></ul><ul><ul><li>Vlookup: =VLOOKUP(A2;'rankings2011-11-07'!$B$1:$D$200;2;FALSE) </li></ul></ul>Keyword Universe : Preparation

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<ul><li>Step 3: GAP Analysis </li></ul><ul><ul><li>Pivot </li></ul></ul>Keyword Universe : Preparation

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Keyword Universe : Preparation <ul><li>Step 3: GAP Analysis </li></ul><ul><ul><li>Paid Tools </li></ul></ul><ul><ul><ul><li>SEOmoz.org </li></ul></ul></ul><ul><ul><ul><li>WebCEO </li></ul></ul></ul>

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<ul><li>Step 4: Determining Keywords to target </li></ul><ul><li>Determine relevancy of a keyword : </li></ul><ul><ul><li>Sort by search volume </li></ul></ul>Keyword Universe : Preparation

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<ul><li>Step 5: Map Keywords to a Webpage </li></ul><ul><li>Ideal World: </li></ul><ul><ul><li>One keyword = one page </li></ul></ul><ul><li>But: </li></ul><ul><ul><li>One cluster = one long page (that’s OK) </li></ul></ul><ul><li>For keywords that can not be mapped to a relevant webpage, consider writing new content. </li></ul>Keyword Universe : Preparation

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<ul><li>“ Keyword universe” </li></ul><ul><ul><li>1000’s of KWs </li></ul></ul><ul><ul><li>Create Clusters </li></ul></ul><ul><ul><li>Find Gaps </li></ul></ul><ul><ul><li>Focus </li></ul></ul><ul><ul><li>Map & Create </li></ul></ul>

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<ul><li>Getting focus </li></ul>

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<ul><li>Select & Map Keywords </li></ul>

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<ul><li>Use keywords for </li></ul><ul><li>On-Page Optimization </li></ul><ul><li>Content (Copywriting) </li></ul>

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Content & On-page <ul><li>Now let’s write </li></ul>

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<ul><li>You know your clusters </li></ul><ul><ul><li>General & Synonyms </li></ul></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><li>Types of products </li></ul></ul><ul><ul><li>Other clusters </li></ul></ul><ul><li>You know your focus in your cluster, Based on </li></ul><ul><ul><li>Search Volume </li></ul></ul><ul><ul><li>Rankings </li></ul></ul><ul><ul><li>User intent </li></ul></ul><ul><li>Start writing … </li></ul>Our preparation is done

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…

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<ul><li>Content Ideas </li></ul><ul><ul><li>Look at content of #1 competitors </li></ul></ul>Content & On-page

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<ul><li>Content Ideas </li></ul><ul><ul><li>www.google.com/ blogsearch </li></ul></ul>Content & On-page

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<ul><li>Content Ideas </li></ul><ul><li>Google News (look for “keyword” + in archives) </li></ul><ul><li>Social : http://twitter.com/#!/search-home </li></ul><ul><li>Fora : intitle:zoekwoord site:.com inurl:forum </li></ul><ul><ul><li>intitle:&quot;steel fibres&quot; site:.com inurl:forum </li></ul></ul>Content & On-page

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<ul><li>Content Ideas </li></ul><ul><ul><li>Out of experience search engines love on 1 page </li></ul></ul><ul><ul><ul><li>Product Definitions </li></ul></ul></ul><ul><ul><ul><li>Product Advantages </li></ul></ul></ul><ul><ul><ul><li>Product Characteristics </li></ul></ul></ul><ul><ul><ul><li>Product Comparisons </li></ul></ul></ul><ul><ul><ul><li>Product Images & Multimedia </li></ul></ul></ul><ul><ul><li>Wow: http://en.wikipedia.org/wiki/Reinforced_concrete </li></ul></ul>Content & On-page

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Content & On-page <ul><li>Unique content (Added value? Never copy from other site) </li></ul><ul><li>Relevant & Focused content (one topic) </li></ul><ul><li>Sufficient content (at least 300 words) </li></ul><ul><li>Never outsmart Google </li></ul><ul><ul><li>Do not over-optimize (keyword-stuffing, long titles, etc.) </li></ul></ul><ul><ul><li>No “tricks” (invisible text, cloaking, etc.) </li></ul></ul><ul><ul><li>Can bring down whole domain … </li></ul></ul>

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On-page optimizations <ul><li>Meta Title </li></ul><ul><li>Internal Anchor Text </li></ul><ul><li>URL </li></ul><ul><li>H1 </li></ul><ul><li>Text </li></ul><ul><li>Images </li></ul><ul><li>Meta Description </li></ul><ul><li>Video </li></ul>

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On-page optimizations

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<ul><li>Page title (or meta title) is one of the most important elements within SEO: </li></ul><ul><li>Limit to 70 characters (use =LEN() in Excel) </li></ul><ul><li>Main keyword/keyphrase up front </li></ul><ul><li>It is the first thing that your prospects see when looking for your company! </li></ul><ul><li>Do not: </li></ul><ul><li>Use brand name in front </li></ul><ul><li>Use same title for all page </li></ul><ul><li>“ Untitled” </li></ul>

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<ul><li>So where is this Page Title in my web page? </li></ul><ul><li>Top of your web browser </li></ul>

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<ul><li><h1>Name of the page</h1> </li></ul><ul><li>Can be the same as meta title </li></ul>

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<ul><li>Limit to 155 characters (use =LEN() in Excel) </li></ul><ul><li>Main keyword/keyphrase up front and at the end </li></ul><ul><li>Call to Action: this should be your sales copy! </li></ul>

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Obsolete !

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<ul><li>Use descriptive anchor-text for links. </li></ul><ul><ul><li>Click Here or Read more </li></ul></ul><ul><ul><li>Use text instead of images </li></ul></ul><ul><ul><li>Don’t use Javascript links </li></ul></ul>

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<ul><li>Clean URL </li></ul><ul><li>Most important : keyword occurs in URL </li></ul><ul><li>No strange characters </li></ul><ul><li>Use hyphens instead of spaces (%20) </li></ul><ul><ul><li>OK: http://www.ardennes-etape.be/vakantiehuizen-ardennen/Spa/Maison-de-maitre-Sauna-Jaccuzi-104712-02/ </li></ul></ul>

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<ul><li>Usage of Keyword + synonyms </li></ul><ul><ul><li>First paragraph </li></ul></ul><ul><ul><li>Second paragraph in Bold </li></ul></ul><ul><li>Use unique body text for each web page </li></ul><ul><li>At least 300 words </li></ul><ul><li>Do not underline words unless they are links </li></ul><ul><li>The most important question is: would you read it? </li></ul>

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<ul><li>Universal Search or in Image Search </li></ul><ul><li>Optimizing the images on your website </li></ul><ul><ul><li>Filename </li></ul></ul><ul><ul><li>Alt-tag </li></ul></ul><ul><ul><li>Surrounding text (context) </li></ul></ul>

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<img src=&quot;/~/media/Images/ProductImages/Consumer goods/ Picture-medical-app .ashx&quot; alt=&quot; Picture medical application &quot; width=&quot;213&quot; height=&quot;109&quot;> File name Alt tag 1 2

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-THE END- Loads of info right? <ul><li>https:// www.facebook.com/AgencyTheReference?sk=events </li></ul><ul><li>SEO for Marketing Manager </li></ul><ul><li>SEO for Webmasters & Copywriters </li></ul><ul><li>Strategic Link Building </li></ul>