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Digital Marketing - SEO Introduction
A Brief History
DirectoriesSearchEngines
 Categories
 Sub-Categories
 Very Limited
 Requires Submission
 Easy to Spam
 Simple
 No Limits
 No Submission
 Harder to Spam
 Robots/Crawlers
 Page Index
 Ranking Factors:
› Relevancy
› Authority
› On-site
› Off-site
Building or re-building your
website so that it will place
higher in search rankings
“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.
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.
Let Focus on Your
Content:
1. Open Your Post
2. Visual vs. Text
Header Tags
Strong/Emphasis
Image Alt Tags
Internal Linking
External Linking
3. URL/Permalinks
4. Meta Data
1. Self-Hosted
2. Title
3. Description
4. No Keywords
5. SE Readability
1. Java
2. Flash
3. More…
6. Google Authorship
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.)
Building your website’s
authority and relevance as
perceived by Google.
 Pagerank
 Domain Authority
 Trust/Antitrust
As Per:
 Anchor Text
 Context
 Co-Citation
 DoFollow/NoFollow
Again,
As Per:
White Hat
Quality Content
Press Releases
Broken Links
Social Bookmarking
Guest Posts
Web 2.0
Articles
Directories
Forums
Profiles
Commenting
Link Wheels
Link Farming
Cloaking
Hacking
Black Hat
Tip: Diversify Across Domain & IP
Editorial vs. Acquired
Who is your audience?
Keep in Mind
 Quality
(Age, Natural, Relevan
t)
 Velocity
 Anchor Text (30/30/30)
 Context
 Semantic Context (LSI)
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
 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 SEO
 Citations
 Local Listings
 NAP Consistency
 Reviews
(Number, Quality)
National SEO
 Links
 On-site Factors
Google Analytics Certification ($50)
Microsoft Excel Certification (Free)
 SEOMoz.com
 SearchEngineLand.com
 Inbound.org
 Distilled.net
 Twitter
 Bloggers
DO IT
YOURSELF
TysonStevensJeffKingston
Company:
SEO Manager @ PMA Media
Blog @ RightHatSEO.com
Contact:
Twitter - @RightHatSEO
Email – tyson@righthatseo.com
Contact:
Twitter - @whattodowith
Email – jeff@jeffreykingston.com

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Digital Marketing - SEO Introduction

  • 3. DirectoriesSearchEngines  Categories  Sub-Categories  Very Limited  Requires Submission  Easy to Spam  Simple  No Limits  No Submission  Harder to Spam
  • 4.  Robots/Crawlers  Page Index  Ranking Factors: › Relevancy › Authority › On-site › Off-site
  • 5. Building or re-building your website so that it will place higher in search rankings
  • 6. “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.
  • 7. 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.
  • 8. Let Focus on Your Content: 1. Open Your Post 2. Visual vs. Text Header Tags Strong/Emphasis Image Alt Tags Internal Linking External Linking 3. URL/Permalinks 4. Meta Data 1. Self-Hosted 2. Title 3. Description 4. No Keywords 5. SE Readability 1. Java 2. Flash 3. More… 6. Google Authorship
  • 9. 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.)
  • 10. Building your website’s authority and relevance as perceived by Google.
  • 11.  Pagerank  Domain Authority  Trust/Antitrust As Per:
  • 12.  Anchor Text  Context  Co-Citation  DoFollow/NoFollow Again, As Per:
  • 13. White Hat Quality Content Press Releases Broken Links Social Bookmarking Guest Posts Web 2.0 Articles Directories Forums Profiles Commenting Link Wheels Link Farming Cloaking Hacking Black Hat Tip: Diversify Across Domain & IP Editorial vs. Acquired Who is your audience?
  • 14. Keep in Mind  Quality (Age, Natural, Relevan t)  Velocity  Anchor Text (30/30/30)  Context  Semantic Context (LSI)
  • 15. 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
  • 16.  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
  • 17. Local SEO  Citations  Local Listings  NAP Consistency  Reviews (Number, Quality) National SEO  Links  On-site Factors
  • 18. Google Analytics Certification ($50) Microsoft Excel Certification (Free)  SEOMoz.com  SearchEngineLand.com  Inbound.org  Distilled.net  Twitter  Bloggers DO IT YOURSELF
  • 19. TysonStevensJeffKingston Company: SEO Manager @ PMA Media Blog @ RightHatSEO.com Contact: Twitter - @RightHatSEO Email – tyson@righthatseo.com Contact: Twitter - @whattodowith Email – jeff@jeffreykingston.com