A Primer on SEO

WHY DO WE OPTIMIZE WEBSITES

A Primer on Search Engine Optimization

Community Manager – GBG Iloilo(Google Business Group) / P.R.O. SEO Org Iloilo

Social Media Manager (Freelance)

Content Writing and Search Marketing

@yendefelipe gplus.to/yendefelipe

Web Manager for PanayDirectory.com and MyIloilo.net

MY PRESENTATION AIMS TO…

Make you more familiar with how search

engines work

Why there’s a need to optimize websites

What are the basic steps in optimizing a

website even without the technical

knowledge (On page / Off page SEO)

BEFORE EVERYTHING ELSE…

Search Engine Marketing

SEO

(search engine optimization)

Search Advertising

(Pay Per Click)

Social Media Marketing

* newest

ORGANIC SEARCH RESULTS

HISTORY OF SEO

In 1995, optimization was

born in the young stages of

Yahoo.

In 1996, comprehension for things like

keyword density and seasoning began to take

hold. Around 1997, Yahoo became the

Paramount submission site

HISTORY OF SEO

Between 2000 and 2001 –Google’s

PageRank system came into the scene and

new ranking algorithms cut out most of the

spam tactics that were extremely successful

in the prior submission sites.

HISTORY OF SEO

Google’s computer

programmers

introduced new

bots that crawled

the internet. These

bots began

scanning sites and

looking for certain

aspects like

keyword density

and relevant

backlinks.

SOCIAL MEDIA AND SEO

Social presence = actual popularity

THE PANDA (FEBRUARY 2011)

Decreased in search engine rankings:

"low-quality sites" or "thin

sites"

THE PENGUIN (APRIL 12, 2012)

Decreased in search engine rankings:

Declared black-hat SEO

techniques, such as keyword

stuffing, cloaking, participating

in link schemes, deliberate

creation of duplicate content

HOW SEARCH ENGINES WORK

Video 1

KEYWORD RESEARCH FIRST…

Google Keyword Tool

Ubersuggest

Google Trends

KEYWORD RESEARCH

Demo if net is available

WHERE DO WE START?

ONPAGE SEO CHECKLIST

Content is high-quality, relevant, fresh

and at least 500 words in length.

Target search phrase is included in

page headline.

Target search phrase is included in at

least one sub-headline.

Target search phrase is repeated three

to 10 times within body copy. Don’t

over-do it. Keep the reader in mind.

ONPAGE SEO CHECKLIST

> Page includes relevant images and/or

graphics that

help illustrate the target search phrase.

> Captions for images and/or graphics

include the target search phrase.

> If you are optimizing for specific

country, state, city or regional names, be

sure they are in your copy and perhaps

in a page footer.

ONPAGE SEO CHECKLIST

> No misspellings or poor grammar. Yes,

the search engines downgrade for either.

> Inclusion of social media links and / or

user discussion or reviews. Pages with

active visitor interaction are scored

higher than static pages.

OFF PAGE SEO

Your

Website

THE DON’TS IN SEO

1) Cloaking - Designing your Web site so that

search engines see one thing and visitors see

totally different content is called cloaking.

2) Duplicate Content

3) Don’t have robots write content for

your site

4) Add non-related keywords

THE DON’TS IN SEO

5) Link exchanges and bad

neighborhood

6) Hide text - Don't try to hide keywords by

making the background color the same as the

font color. This is called keyword

stuffing or fontmatching.

7) Distribute virus, trojans and other badware

8) Automated inquiries – for web rankings

THE DON’TS IN SEO

9) Doorway Pages - pages that are optimized

for one key term but are really designed to be

gateways to lead you to different content.

Doorway pages usually have very little in the

way of original content and often cloak or

redirect users to the intended Web site.

10) Title Stacking - Don't try to add extra

<title> tags for more keywords. One title per

page, please.

KEY SEO TAKEAWAYS

Quality links over quantity

Quality Content is KING

Be social

Know your audience / target market

Scour the net for free tools

READ…and keep on reading (alerts)

SOURCES

http://rankexecutives.com/history-seo/

http://google.about.com/od/searchengi

neoptimization/tp/badseo.htm

GOOGLE!

My websites:

MyIloilo

Panay Directory

Maverick Internet Marketing