Copy of Search Engine Optimization presentation. • Overview of Search Engine Optimization (SEO) • Benefits of SEO • Principles of search engine-friendly design • Tips on how to apply SEO to your website • How to avoid the biggest SEO pitfalls that could lower your rankings • How social media can help boost your search engine ranking.

1. Search Engine Optimization
Bhupesh Shah, B.Sc., MBA
April 13, 2010

2. Agenda
Overview of
Introduction Search Engine Benefits of SEO
Optimization (SEO)
How to avoid the
Principles of search Tips on how to
biggest SEO pitfalls
engine-friendly apply SEO to your
that could lower
design website
your rankings
How social media
can help boost your
search engine
ranking.
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3. Bhupesh Shah
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4. Exercise: Searching for your team.
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5. What do search engines do and why should I care?
provide links
if they don‟t provide good, relevant links,
then people will stop using them
if you make it easy for the search
engines to do their job, you will be
rewarded by higher rankings
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6. Making it easy
lots of relevant, nicely
organized content
abundance of keywords/key
phrases
appropriate website
structure
fresh content
...a search engine
optimized
website
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7. What is search engine optimization (SEO)?
SEO is the process of improving the volume or quality
of traffic to a website or web page (i.e. blog) from
search engines via unpaid or “organic” search results.
“Optimizing a website primarily involves editing its content and HTML and
associated coding to both increase its relevance to specific keywords and
remove barriers to the indexing activities of search engines.”
Source: wikepedia.org
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8. In plain English...
Helps more people who are
looking for your product or
service find you!
SEO is NOT a magic bullet – it takes time for the search engines
to go through your site and the criteria is always changing so
your site has to be continually updated.
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9. Benefits of SEO
International online presence and
credibility via indexed pages
Targeted customer acquisition – you
don‟t often get tire-kickers!
Increased usability – site is
designed properly to give
customers what they want
24/7 promotion of your business;
cost-effective - high ROI
Measurable results/conversions
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10. Principles of search engine-friendly design
use w3.org‟s each page
quality accessible from sitemap
assurance tools only one URL
fresh content
image
and lots of robots.txt file
optimization
pages
flat site
no “dead” links 1 level below
directory
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11. Principles of search engine-friendly design
fast download of
keywords title tags
main content
meta description
heading tags domain names
tags
inbound/outbound page content/SEO
SEO friendly URLs
links, inter-links copywriting
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12. Keywords - most important aspect of your website
design
Keyword/Key phrase: a
term that consists of a
word, phrase or
number – used to index
web pages
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13. Questions to consider when selecting keywords...
What is the What plurals, compound-
typical customer What questions words or misspelled words
looking for? are they asking? are used?
Are the
customers local?
Which
manufacturers
do I carry?
What problems
do I solve?
What
model#‟s,
part#‟s,
colours, Are there synonyms,
sizes do I related words or
offer? categories?
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14. Keyword ROI
Traffic Conversion
single keywords
2 keyword phrases
3 keyword phrases
4 keyword phrases
5 keyword phrases
6 keyword phrases
7 keyword phrases
8 or more keyword phrases
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15. Selecting the Right Keywords/Key phrases
https://adwords.google.com/select/KeywordToolExternal
you want an
less indication of
competition interest
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16. Selecting the Right Keywords/Key phrases
not
relevant
not
relevant
need a dog walker in Newmarket - uses a
local keyword and is a specific key phrase
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17. Use the Keywords/Key phrases in your website
domain name: http://newmarket-dog-walkers.com
file name: need-a-dog-walker-in-newmarket.pdf
folder name: http://yourdomain.com/dog-walker/
image name: dog-walker.gif (not image1.gif or DSC00003.jpg)
video title: If you need a dog walker in Newmarket you‟re barking
up the right tree.mp4 (not Video1.mp4)
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18. Use the Keywords/Key phrases in your website
hyperlinks: If you need a dog walker in Newmarket, contact us.
(not If you need a dog walker in Newmarket, contact us)
Page Title: Do You Need a Dog Walker?
Within the page…If you need a dog walker, Newmarket Dog
Walkers is right in your neighbourhood!
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19. Have lots of pages – each containing few, unique and
relevant keywords
export packaging systems
reusable military
packaging approved
export demountable
containerization in-transit packaging
crating damage
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20. What are visitors doing?
Researching Shopping
• general info • comparing / narrow range of
• don‟t know what they want features
• optimize on top-level • optimize on comparison
category pages and articles pages and categories
Ready to Buy Problem Solving
• know what they want • want to know what/ how/
• looking for a place they can why
trust • optimize on article pages
• optimize specific product
pages
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21. You don‟t have to be the best –
just „better‟ than the
competitor who occupies the
#1 spot.
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22. © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

23. Meta Elements - help search engines categorize
your pages correctly
<Head><br>
<Title>Title Text</title><br>
<Meta name=”description” content=”descriptive text”><br>
</Head>
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24. Title Tags:
<Title>Title Text</title>
• consider putting brand names if that is important
• use keywords
• make it descriptive
• make it compelling so someone wants to click on it
• no longer than 64 characters (including spaces)
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25. Meta Description:
<Meta name=”description” content=”descriptive text”><br>
• if it‟s blank, the search engines will pick up the content
itself (150 characters including spaces)
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26. Heading Tags
• using heading tags to tell the search engines how your
content is structured
• main heading H1 (use only once per page), sub heading H2
(use sparingly), further headings sub-level...H3, H4, H5...
H1
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27. Domain Names
short and easy to dog-walker.com
remember zoomized.com
exact match is better remax-omega-on.com
than irrelevant twigsandballs.com
keywords help
dog-walker.com
Newmarket-Dog-Walker.com
hyphenated domains are
better than non- draper-web-design.com
hyphenated domains draperwebdesign.com
do not use underscores
dog_walker.com
max 63 characters
(including spaces) this_is_way_too_long.com
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28. 301 domain name redirect (Permanent redirect)
http://www.dog-walker.com vs. http://dog-walker.com
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29. Links, broken links and 404 redirects
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30. Hyperlinks – link in, link out, cross-link internally
dog
exercises
dog first
boarding
aid
dog
walker
off leash
by-laws
parks
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31. A link to any page on your domain is
viewed as an endorsement by the search
engines. Make sure they are reputable
(not spam) links to get “trust rank”.
Reputable Link from
3rd party gov
High Page
Rank
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32. Page content and SEO copywriting
3 secrets
every dog
owner How to train
should know your new
puppy
Why does Dog saves
your dog senior citizen
burp? from killer cat
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33. © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

34. © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

35. Designing sites in a vacuum
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36. The home page is just the beginning! Specific
content for specific pages.
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37. You love your baby no matter what others say!
(choosing keywords that you think are important)
listen to
the experts
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38. Keyword stuffing
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39. Mirrored sites and duplicate content –
duplicate content and mirrored sites
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40. Link Farms/Reciprocal Links
3 4
2 5
your
1 site 6
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41. Lack of Fresh Content – you cannot “set and forget”
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42. © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

43. © 2010 ethnicomm inc. All Rights Reserved. Unauthorized duplication, in whole or in part, is strictly prohibited.

44. Social Media Marketing Strategies to boost SEO rankings
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45. Blogging is an important tactic
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46. Be careful what you say
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47. SEO Planning Worksheet
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48. SEO checklist
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49. ethnicomm.com
ethnicomm.com/blog
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