Digital Marketing Workshop

Search Engine Optimization (SEO)

Search Engines

A Brief History

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Categories Sub-Categories Very Limited Requires Submission Easy to Spam

Simple No Limits No Submission Harder to Spam

How Search Works

Robots/Crawlers Page Index Ranking Factors:

› Relevancy› Authority› On-site› Off-site

On-Site Search OptimizationBuilding or re-building your website so that it will place higher in search rankings

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“Keywords are important as they are a large part of what Google uses to determine your page’s relevancy”

Tools to Use:• Google Adwords Keyword Tool• Google• LSI Keyword Tool• Google Trends

What to Consider:• Relevancy to Content• Traffic• Competition• Long-Tail vs. Short Tail

For now, just pick a keyword or phrase that you feel would be relevant and well-trafficked.

Keyword Research Task

Use Google Adwords keyword tool to build a list of 5 keywords that are relevant to your content and would drive real traffic to your blog.

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Let Focus on Your Content:

1. Open Your Post

2. Visual vs. TextHeader TagsStrong/EmphasisImage Alt TagsInternal LinkingExternal Linking

3. URL/Permalinks

4. Meta Data1. Self-Hosted2. Title3. Description4. No Keywords

5. SE Readability1. Java2. Flash3. More…

6. Google Authorship

On-site SEO Audit Task

Perform an on-site audit of your site/blog for the following attributes:

1. Meta Tags (Title & Description)2. Keyword Locations (Meta Data, H1 Tags, URL, etc.)

Off-Site Search OptimizationBuilding your website’s authority and relevance as perceived by Google.

Authority

Pagerank Domain Authority Trust/Antitrust

As Per:

Relevance

Anchor Text Context Co-Citation DoFollow/NoFollow

Again,As Per:

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White Hat

Quality ContentPress ReleasesBroken LinksSocial BookmarkingGuest PostsWeb 2.0Articles Directories ForumsProfilesCommentingLink WheelsLink FarmingCloakingHacking

Black Hat

Tip: Diversify Across Domain & IP

Editorial vs. AcquiredWho is your audience?

Building Links to Your Site

Keep in Mind Quality (Age, Natural,

Relevant) Velocity Anchor Text

(30/30/30) Context Semantic Context

(LSI)

Link Building Task

Find/Build links to your site/blog in the following quantities:

1. Make 3 good blog comments that link back to you

2. Find 2 sites that might accept a guest post from you and plan a topic that you could write about.

3. Find 2 other websites that are relevant to your site and might link back to you

Resources

Directories› dmoz.org› freeprwebdirectory.com› bulldogblog.net› dir.yahoo.com› Find niche directories

Blog commenting

Finding Link Opportunities Search Queries:

› inurl:› inanchor:› link:› site:

Ask! Be creative

Local vs. National SEO

Local SEO Citations Local Listings NAP Consistency Reviews (Number,

Quality)

National SEO Links On-site Factors

Certifications & Resources

Google Analytics Certification ($50)Microsoft Excel Certification (Free)

SEOMoz.com SearchEngineLand.com Inbound.org Distilled.net Twitter Bloggers

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Company:SEO Manager @ PMA MediaBlog @ RightHatSEO.com

Contact:Twitter - @RightHatSEOEmail – tyson@righthatseo.com

Contact:Twitter - @whattodowithEmail – jeff@jeffreykingston.com