This document provides an overview of search engine optimization (SEO) techniques. It defines SEO and discusses two audiences: humans and machines. It recommends building a site architecture with one keyword per main page and supporting pages. The document then covers practical SEO research tools available through Google, including the search engine, keyword tool, and insights tool. It discusses analyzing competition and optimizing pages for both humans and machines by focusing on titles, descriptions, keywords and other on-page elements. Finally, it briefly mentions building link networks and various SEO tools.

1. SEO the secret sauce Applied Search Engine Optimization Presented by Massimo Paolini MPThree Consulting Inc. www.mpaolini.com 408-256-0673

5. What we will cover Definition Two Audiences Architecture (or a plan) Would you like to know who the audiences are?

6. Definition Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.

7. Google’s technology is based on keywords that you type. Instantly giving you results.

8. SEO SEO is very time consuming, there are no shortcuts. Time = Money

9. SEO A word once on a page is a word on a page A word twice is a mention A word three times is a keyword

10. Recency and Relevance The search engines want to give you the customer the most recent and relevant content in their index related to your “keyword” Recent is easy. If we both publish an article on the same subject but 2 minutes apart, if mine was the later one mine will be on top Relevance is more complex.It’s a combination of votes in the form of links to your content, of keywords included in the content and other factors.

11. Two audiences Human The most important Pays the bills More complex Spots fakes Pays the bills Machine Constantly changing Very predictable Very important

12. Architecture A foreword about architecture. Ideally you would build your site from the ground up with SEO in mind. Most of us don’t making the work harder and more expensive later. Each main page has ONE keyword and stands on its own. Each is supported by multiple pages/posts supporting the primary keyword. Just like pillars supporting a structure, you need pages supporting each other. More later with internal linking. Blog Home About Service

13. What we covered Definition Two Audiences Architecture Next Practical research – Google Search Engine How to use Google’s Search Engine to start your research.

15. The Tools – Wonder Wheel This is for both the human & machine More tools are hidden from the default view on the SERP: Note: This is only available with “Instant turned off” Click “Search tools” Click “Wonder Wheel”

17. SEO Forum is for conversation, no

18. Meta tags, no

19. SEO tips, no

20. SEO pricing, no

21. Google SEO – YES

22. SEO Tutorial, no

23. SEO software, noTHIS IS NOT A SCIENCE!

25. Google Adwords, no

26. Google SEO tips, no

27. Google SE submission, maybe

28. Google SE, maybe

29. Google Meta tags, no

30. Google Sitemap, no

31. Google rankings, maybeStart a list.

33. Google Rankings

34. Improve Google Rankings

35. Website Rankings

37. The Tools – Google Insights for Search Google for Advertisers is a great site, lots of good tools. We will work in the “Insights” area http://services.google.com/advertisers/us/

38. The Tools – Google Insights for Search

39. The Tools – Google Insights for Search This is a very powerful tool. Start by simply typing your search. You will need to do this for every keyword on your list

40. The Tools – Google Insights for Search If a search returns: “Not enough search volume to show graphs.” You are possibly looking at a long tail keyword.

41. A little detour

42. Keywords and the long tail

43. Architecture Remember the columns? Long tail keywords are important for support

44. The Tools – Google Insights for Search I went to a higher level keyword and got some results. The graph is NOT trending down showing the trend is steady The graphs DO NOT represent the volume but the trend ONLY

45. The Tools – Google Insights for Search Geography is important if you are a local business and must do business locally or if you need to localize your software Web Analytics SEO

46. The Tools – Google Insights for Search Now the main course Continue building your list. Then click through to the next one and repeat This research should take 2-3 hours minimum Web Analytics SEO

47. Repeat for every keyword you have

48. Definition Two Audiences Architecture Practical research – Google Search Engine Insight for search Next:Use Google’s tools –Keyword Tool

49. The Tools – Google Keyword Tool Take the list from the keyword tool and insert it into the Google keyword tool.

50. The Tools – Google Keyword Tool Look at the traffic and competition for each and the suggestions. Use the local numbers, unless you work globally. Make sure you’re using broad match

51. The Tools – Google Keyword Tool Export the data for all the keywords and concatenate into one spreadsheet Sort by estimated CPC Use de-duplication tool in Excel Apply common sense again

52. Definition Two Audiences Architecture Practical research – Google Search Engine Insight for search Keyword Tool Next:Competitive analysis

53. The Tools – Google Keyword Tool Click on the top keywords and note who the competition is.

54. The Tools – Plugins for Firefox & Chrome Use a tool to ascertain what their PR is and what they are using for Title, Description, KW, and density.

55. The Tools – Plugins for Firefox & Chrome Here we are looking at their Meta Data and the Keyword Density

56. The Tools – Google Keyword Tool From the Google Search copy the top competition into the Website field of the tool Google will dutifully give you a list of more keywords that are on that page. Check them against your list

57. The Tools – Google Keyword Tool Add to your growing list if it meats the right criteria and strike if not (unless it’s along tail and can fit on the pillar) Now repeat the process for all the items on your list

58. The Tools – audience Intelligence Use the MS tools to determine probability of conversion http://adlab.microsoft.com/Online-Commercial-Intention/Default.aspx

59. Keyword list and site Take the list, with the audience intelligence added and your site’s architecture and create the columns we talked about. ONE keyword per page. You will need a lot of pages.

60. Definition Two Audiences Architecture The keyword list Practical research – Google Search Engine Insight for search Keyword Tool Competitive analysis Next:Optimize your site

61. Human and machine SEO Two items for the SERP Title Description Images Content URL H1 KW 3 times Alt tags Clean code Optimized page Human Machine

62. The Human factor The SERP is changing a lot. You can control the title (blue link) and the description. If I typed web analytics in the search (the keywords) I will want to see that KW on the title and in the description.

63. The Human factor – Title & Description In the Title field KW first, description, brand In the description you need to do the same thing and give the searcher a compelling reason to click through

64. Applying the results I use WordPress with Thesis because among other things it gives me a very granular control of the SEO fields.

65. How do I apply this? Create a document template with the following : Keyword Title Tag Description URL H1 Fills these before you start typing, having those items will take care of all the other mechanics you need.

66. Definition Two Audiences Architecture The keyword list Optimize your site Practical research – Google Search Engine Insight for search Keyword Tool Competitive analysis Next:mini-nets & other tools

67. Mini-Net Make your site the center of the universe and create an interlinked network of sites and pages all pointing to your site as the authority. DO NOT buy links.

68. Tools Plenty of tools for SEO, all equally good. SEOmoz WEB CEO HubSpot SEO Chat SEO Tools and many more. ULTIMATELY content is KING!

69. I will be emailing this presentation to anyone who leaves me a business card.