A presentation given to the digital communications class at Mount Royal College. The foundation of SEO and how to start making a splash.

1. THE WORLD OF SEARCH
Getting Found Online
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2. SEO & SEM
Defined
Search Engine Optimization (SEO): Is the
process of improving a websites visibility in a search
engines natural organic listing page.
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3. SEO & SEM
Search Engine Optimization (SEO)
Onpage Optimization: Organizing content on or within
the website for increased visibility
Offpage Optimization: Leveraging external websites and
resources to increase visibility
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4. SEO & SEM
Search Engine Marketing (SEM): Is the process of
buying advertisements (Ad words or Yahoo Search
Marketing) to place your website in search results for
certain keywords immediately.
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5. SEO & SEM
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6. SEO & SEM
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7. SEO & SEM
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8. SEO & SEM
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9. WHY IS SEARCH IMPORTANT?
•Drive Traffic to your website
•Generate leads
•Sell products or services
•Increase brand awareness
•Increase customer service
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10. COMPONENTS OF SEO
Search Engine Foundation
1. Keyword Research
2. Site Submission
3. Onpage Optimization
4. Offpage Optimization
5. Measure, adjust, Measure again
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11. KEYWORD RESEARCH
What would you search for?
Make a list of 20 terms you would search for. Use short tail
long tailed words.
Short tail: Shoes Calgary | Long Tail: White 2007 Puma
Roma’s with Blue Trim
Type those terms into a Search Engine: Who comes up?
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12. KEYWORD RESEARCH
What do your competitors rank for?
Research your competitor:
1. What are their title tags and header tags?
2. Look under their website
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13. Viewing the
Competitions
Keywords
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14. Viewing the
Competitions
Keywords
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15. KEYWORD RESEARCH
Viewing the Competitions Keywords
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16. KEYWORD RESEARCH
Viewing the Competitions Keywords
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17. KEYWORD RESEARCH
Viewing the Competitions Keywords
http://www.seomastering.com/keyword-density-analyzer.php
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18. KEYWORD RESEARCH
Research Tools
Free
Google Keyword Research Tool
SEOBook.com
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19. KEYWORD RESEARCH
How To Use A Research Tool
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20. KEYWORD RESEARCH
How To Use A Research Tool
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21. KEYWORD RESEARCH
How To Use A Research Tool
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22. KEYWORD RESEARCH
How To Use A Research Tool
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23. KEYWORD RESEARCH
End Result of Keyword Research
• 5 - 10 Keywords to start
• High and Low Search Volume Mix
• Long tail and Short tail
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24. SEARCH ENGINE SUBMISSION
Google Webmaster Tools
www.google.com/webmaster/tools
Yahoo Site Explore
www.siteexplorer.search.yahoo.com/
Bing Webmaster
www.bing.com/toolbox/webmasters/
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25. ONPAGE OPTIMIZATION
The structuring of components and layout of all parts of
your website to increase visibility within Search Engines.
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26. ONPAGE OPTIMIZATION
Title Tags: A description of the web page
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27. ONPAGE OPTIMIZATION
Title Tags: A description of the web page
Should include your keyword(s)
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28. ONPAGE OPTIMIZATION
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29. ONPAGE OPTIMIZATION
Header Tags: Are the areas on a webpage that define
headings of content in a webpage.
<h1>Mount Royal Social Media Class</h1>
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30. ONPAGE OPTIMIZATION
Header Tags: Are the areas on a webpage that define
headings of content in a webpage.
<h1>Mount Royal Social Media Class</h1>
Google uses tags to understand the content of
the page
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31. ONPAGE OPTIMIZATION
Header Tags
• Use H2 and H3 tags below to organize content
• Use on or two H1 tags on a page, when appropriate
• Put keywords in header tag. Don’t over do it though.
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32. ONPAGE
OPTIMIZATION
Header Tags
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33. ONPAGE
OPTIMIZATION
Header Tags
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34. ONPAGE OPTIMIZATION
Meta Tags: Are HTML elements that help to provide
structured meta data about a web page. They help Search
Engines understand what is on your page.
Important Meta Tag: Meta Description
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35. ONPAGE OPTIMIZATION
Meta Tags: Are HTML elements that help to provide
structured meta data about a web page. They help Search
Engines understand what is on your page.
Important Meta Tag: Meta Description
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36. ONPAGE OPTIMIZATION
Not Important: Meta Keyword Description
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37. ONPAGE OPTIMIZATION
Keyword Density: The number of times a keyword
appears on a page in comparison to the total number of
words in the content region.
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38. ONPAGE OPTIMIZATION
Keyword
Density
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39. ONPAGE OPTIMIZATION
Keyword
Density
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40. ONPAGE OPTIMIZATION
Keyword
Density
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41. ONPAGE OPTIMIZATION
Highlighting and Italicizing Keywords can increase their
visibility
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42. ONPAGE OPTIMIZATION
Highlighting and Italicizing Keywords can increase their
visibility
Rule of Thumb: In the content region of your site, sprinkle
your keyword 3 - 5 times throughout a page.
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43. ONPAGE OPTIMIZATION
Image Alt Text: alternative information source for
those people who have chosen to disable
images in their browsers.
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44. ONPAGE OPTIMIZATION
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45. ONPAGE OPTIMIZATION
Image Title: the title of the....image.
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46. ONPAGE OPTIMIZATION
Image Title: the title of the....image.
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47. ONPAGE OPTIMIZATION
Slugs: The URL Structure on your web page.
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48. ONPAGE OPTIMIZATION
Slugs: The URL Structure on your web page.
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49. ONPAGE OPTIMIZATION
Links
Internal: Linking content from within your website, to
other content in your website.
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50. ONPAGE OPTIMIZATION
Links
Outbound: Linking to content outside of your website.
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51. ONPAGE OPTIMIZATION
Other factors
•Load Time
•Video
•Bounce Rate
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52. OFF PAGE OPTIMIZATION
Intentional actions done away from your main
website so search engines understand the value
of your website.
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53. OFF PAGE OPTIMIZATION
Link Building: The process of building links from
external websites back to your website.
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54. OFF PAGE OPTIMIZATION
Some places to start getting immediate links:
• Social Bookmarking sites
• Social Media sites
• Blogs
• Directories (Google has devalued free greatly)
• Other websites
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55. OFF PAGE OPTIMIZATION
3 types of links to go after
• Quantity - the more links the better...sometimes
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56. OFF PAGE OPTIMIZATION
3 types of links to go after
• Quantity - the more links the better...sometimes
• Quality - links from highly ranked websites
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57. OFF PAGE OPTIMIZATION
3 types of links to go after
• Quantity - the more links the better...sometimes
• Quality - links from highly ranked websites
• Relevance - links from relevant sources in your
industry
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58. OFF PAGE OPTIMIZATION
How to build incoming links
Participate in Conversation: Talk in blogs, forums, and other
trade specific conversations online. Answer questions and
link back to your website
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59. OFF PAGE OPTIMIZATION
How to build incoming links
Good original content: Instead of regurgitating news or
content, create your own good, natural, original content.
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60. OFF PAGE OPTIMIZATION
200-300 people
per day to this article
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61. OFF PAGE OPTIMIZATION
How to build incoming links
Get a blog: Create constant new content. Become an
expert in your field. Use the blog to link to your original
site.
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62. OFF PAGE OPTIMIZATION
How to build incoming links
Create top 10 lists: An original top 10 for your industry.
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63. OFF PAGE OPTIMIZATION
How to build incoming links
Link to others: Link to other people from your website.
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64. OFF PAGE OPTIMIZATION
Anchor Text: Is the words used in a hyperlink to describe
the page that the word is linking too.
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65. OFF PAGE OPTIMIZATION
Anchor Text: Is the words used in a hyperlink to describe
the page that the word is linking too.
Anchor Text is very important for SEO. It helps search
engines identify what your page is about.
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66. OFF PAGE OPTIMIZATION
Anchor Text
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67. OFF PAGE OPTIMIZATION
Anchor Text
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68. OFF PAGE OPTIMIZATION
Anchor Text
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69. OFF PAGE OPTIMIZATION
To create good Links Back
1. Be helpful, authentic, and genuine.
2. Tell people how to link back to you.
3. Make a constant and consistent effort
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70. OFF PAGE OPTIMIZATION
Check other back links
http://siteexplorer.search.yahoo.com
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71. Thursday, May 26, 2011

72. MEASURE
•Keywords
•Bounce Rate
•Landing Pages
•Click Through
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73. CREDITS AND CRED
SEO Hacker.com
SEO Book.com
Search Engine Journal.com
Search Engine Land.com
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