Get Found On Google: Search Engine Optimization (SEO) Basics .

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Get Found on Google:Search Engine Optimization (SEO)Basics & Technical SolutionsLindsay WassellKeyphraseology, LLCMarch 1, 2011Session: 8793

Outline The Search LandscapeHow Search Engines OperateAccessibilityKeyword Research & TargetingLink BuildingSocial

THE SEARCH LANDSCAPE

Same Old Story

Or is it?

Universal SERPs

HOW SEARCH ENGINESOPERATE

A Four-Part ProcessCrawlingIndexingRelevancy& RankingServingResults

Crawling

IndexingSearch engineindexing collects,parses, andstores data tofacilitate fast andaccurateinformationretrieval.

Relevancy & Ranking

Serving Results

SEO Pyramid

ACCESSIBILITY

Internal Link Architecture

Internal Link Architecture Cont.

Internal Link Architecture Cont.

5 Methods to Improve Accessibility1. Make site hierarchy flat2. Link from powerful pages to pages needing strength3. Eliminate dead-ends and low value pages4. Craft navigation/category pages worthy of links5. Exclude unimportant pages from spiders’ crawl paths

Bot Accessibility: CLOSED Splash PagesMalformed bot herding techniquesLogin requiredBehind JavaScriptiFrames

Bot Accessibility: WIDE OPEN Duplicate ContentParameters GaloreSpammy UGCSearch Results Pages

Bot Accessibility: OPTIMIZED Robots.txtMeta Robots TagCanonical TagXML SitemapHTML SitemapWebmaster Tools Verification

Robots.txt

Meta Robots Tag

Canonical Tag

XML Sitemap

HTML Sitemap

Bot HerdingBIG Biz Home Page/members(robots.txt cle.html?print(meta robots'noindex')/article.pdf(x-robots tag)/m(canonical tag)

Robots Control Resources Webmaster Tools, Google: http://www.google.com/webmasters/ Webmaster Tools, Bing: http://www.bing.com/toolbox/webmasters/?rfp 1099727894 Robots Protocol (.txt, meta): http://www.robotstxt.org/ e-highimpact-solutions X-robots-tag: usionprotocol-now-with-even.html

Robots Control Resources, Cont. Canonical Tag /specify-your-canonical.html anonicalhow-to-and-why-not XML Sitemaps r.py?hl en&answer 156184

SEO Friendly URLs ShortDescriptive (keywords)Limited Sub-Folder UsageLimited Parameter UsageLower-caseWords Separated by Dashes (-)Good: p://www.jpmorgan.com/tss/WssHome/Securities Services/1114735358205

URL Rewrite Process

301 Redirect Process

KEYWORD RESEARCH &TARGETING

Keyword Research & Link Building Keyword Brainstorming Term/Phrase Selection On-Page Targeting TitlesMetasURLsH1sTextInternal Anchor Text

LINK BUILDING

Link Building Manual Requests & Link Creation Scalable, Content-based Link StrategiesRanking FactorsLinksEverything Else

SOCIAL

Social Media

Social Sharing

Reviews

Viralhttp://www.babynamewizard.com/voyager

Thanks & Attribution

QUESTIONS?CONTACTLindsay WassellWeb: Keyphraseology.comPhone: 813-384-8642Email: lindsay@keyphraseology.comTwitter: @lindzie

Get Found on Google: Search Engine Optimization (SEO) Basics & Technical Solutions Lindsay Wassell Keyphraseology, LLC March 1, 2011 Session: 8793 . Outline The Search Landscape How Search Engines Operate Accessibility Keyword Research & Targeting Link Building Social . THE SEARCH LANDSCAPE .

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