@ SEOMike SEO Fundamentals Algorithm Proofing Presented by: Michael Black.

@SEOMike

SEO FundamentalsAlgorithm Proofing

Presented by: Michael Black

@SEOMike

The Fundamentals

• Keyword research• Titles and meta

optimization• Copywriting• Canonical URLs• HTML Validation

• Browser testing• Site speed• Using Flash effectively• Google Patents• SEO Tools

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Keyword Research• Resources

– Client Input– Analytics– Google Webmaster Tools– Google Adwords Keyword Tool– Soovle.com– Onsite Search– Competitors

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Keyword Research• Soovle.com

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Keyword Research • Significant spelling changes

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Keyword Research

School Supplyvs.

School Supplies

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Keyword Research

School Supplyvs.

School Supplies

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Keyword Research

School Supplyvs.

School Supplies

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Title and Meta Optimization

• Title Optimization– When properly formatted and optimized the title

tag will display as the blue link in Google.– About 70 characters including spaces.

• Description Optimization– When properly formatted and optimized the

description tag will display as the text blurb in Google.

– About 155 characters including spaces.

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Copywriting• Incorporate keywords without

being spammy.• Write content that your searchers

are looking for.• Check Google Webmaster Tools

and gently skew.• Spell Check!

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Copywriting

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Navigation Optimization• Navigation must not be image based!

– Search engines can’t read text inside an image.– Rollover effects can be recreated using CSS.

• Navigation must not be Flash!– Search engines don’t index flash well.

• Test all links on your site for broken links.

• Use the shortest URL possible.– http://www.example.com/cgi-bin/u.sh/2.0/dept.htm?

dept_id=Safari&product_id=32231– http://www.example.com/safari/boots.html

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Canonical URLCanonical problems can cause duplicate content.

If the same video is available at both URLs http://example.com/videos/122344.htmlhttp://example.com/videos/tractors.html

Both pages need this Canonical Tag<link rel=“canonical”

href=“http://example.com/videos/tractors.html />

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Valid HTML• W3C Validator: http://validator.w3.org• Valid code is important for proper

indexing and ranking of your website.– Web browsers correct code on the fly.– Search engine robots aren’t good at it.

• Before fixing code a client had 9 pages indexed and 19 links.

• After fixing code a client has 12,000+ pages indexed and 2.3 million links.

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Case Study• Client had massive indexing problems

because of difficult to index main navigation

• Client had many HTML errors• Client had hundreds of broken links• Client had terrible page load times• Client had extremely weak titles and

descriptions

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Case Study

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Case Study

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Site Speed• April 10, 2010. Google announced

“…we’ve decided to take site speed into account in our search rankings.”

• Using multiple hostnames can reduce page load time.

• Call external resources at the top of your code and position with CSS.

• Use http://www.dnsqueries.com to check how many sites share your server.

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Use Flash Effectively• Offer transcripts of your video for search

engines. • As long as the transcripts presented reflect

the spoken word in the video you’ll be fine with Google.

• Provide alternate content using SWFObject for screenreaders and non-Flash [iOS] devices.

“Googlebot cannot crawl the content of video files, so it's important that you provide information about videos you include. Consider creating a transcript of the video you want to include, or provide a detailed description of the

video inside your HTML.”- Google Wembaster Tools Help Article

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Use Flash EffectivelyWhat users with Flash see:

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Use Flash EffectivelyWhat Google sees:

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Google Patents

• Patent Application 20050071741- Information Retrieval Based On Historical Data

• Patent Application 20060200478A1 – Generating Structured Information (Local Search)

• Patent Application 20070088692 – Document Scoring Based on Query Analysis

• Patent Application 20070094255 – Document Scoring Based on Link-Based Criteria

• Patent 7,451,130 – System and Method for Providing Preferred Country Biasing of Search Results

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SEO Tools• Site speed tester: http://pingdom.com

• Lynx Browser: http://lynx.isc.org/

• W3C Validator: http://validator.w3.org

• IP Neighbors: http://www.dnsqueries.com

• SWFObject Generator: http://goo.gl/8gwPV Screaming Frog: http://www.screamingfrog.co.uk/seo-spider/

• Inspyder Insite: http://www.inspyder.com/products/InSite/Default.aspx

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Michael BlackSEOMike Consulting

11835 Roe Ave. #236Leawood, KS 66211

913-660-9532http://www.seomike.com

http://customblogging.com/seomike@SEOMike