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SEO You Can Do Yourself

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Stoney deGeyter
Stoney deGeyter

The document discusses various search engine optimization (SEO) techniques that can be implemented without hiring an SEO expert, including building a search-friendly website structure with optimized URLs, title tags, and internal linking. Proper use of keywords, meta descriptions, and eliminating duplicate content are also covered as effective do-it-yourself SEO strategies. The document provides tips on domain names, site maps, and preventing broken links to help websites rank higher organically.

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SEO You Can Do Yourself (Instead of, you know, paying someone else to do it.) Stoney deGeyter Pole Position Marketing stoney@polepositionmarketing.com © Copyright 2009 Stoney deGeyter
© Copyright 2009 Stoney deGeyter
What you lose with poor SEO… Indexed Pages Rankings Visitors Sales © Copyright 2009 Stoney deGeyter
Don’t Make Me THINK, Dammit! © Copyright 2009 Stoney deGeyter
© Copyright 2009 Stoney deGeyter
Build a search friendly website Domain & Link & URL Navigation Structure Structure Domain & Navigation Structure © Copyright 2009 Stoney deGeyter
D Duplicate Content Issue Duplicate content can plague you like a virus (or two) © Copyright 2009 Stoney deGeyter
D Duplicate Slows spidering and indexing Content Issue A B C D E F Search engine leaves before G H I J K L spidering all important pages A B C D E F = spidered G H I J K L = not spidered © Copyright 2009 Stoney deGeyter
URL & Site Structure © Copyright 2009 Stoney deGeyter
Domain Name Keep Short   Register 10 years!  Memorable  Use keywords (if possible) TheDuffelbagFannyPackTravelStore.com  Motorcycle-Battery-Equipment.com  OmniInteractive.com  MyMortgageBanker.com  BatteryStuff.com  Winterkids.com  RainbowWeddings.com  © Copyright 2009 Stoney deGeyter
D Duplicate Domain redirects Content Issue Redirect all domain names to primary URL © Copyright 2009 Stoney deGeyter
Search engine friendly URLs Keep short site.com/category/product.php Use keywords if possible site.com/snowboards/burton/grom Minimize parameters site.com/webapp/wcs/stores/servlet/P roductDisplay?storeId=10051&langId=- 1&catalogId=10053&productId=10061513 7&N=10000003+90401+528374 © Copyright 2009 Stoney deGeyter
D Duplicate Session IDs Content Issue © Copyright 2009 Stoney deGeyter
D Duplicate Session ID Result Content Issue Home Session 1 Session 3 Session 2 Session 4 Session 5 Session 6 © Copyright 2009 Stoney deGeyter
Custom redirect page © Copyright 2009 Stoney deGeyter
Too-flat directory structure Home © Copyright 2009 Stoney deGeyter
Too-vertical directory structure Home © Copyright 2009 Stoney deGeyter
“Just right” directory structure Home Keyword Keyword Keyword © Copyright 2009 Stoney deGeyter
Link & Navigation Structure © Copyright 2009 Stoney deGeyter
Search friendly links Good Link © Copyright 2009 Stoney deGeyter
Search un-friendly links Bad Link © Copyright 2009 Stoney deGeyter
Search meh-friendly links Meh Link JavaScript:window.open(‘http://www.smartfurniture.com/p roduct/5670/’, ‘newWindow’) © Copyright 2009 Stoney deGeyter
D Duplicate Splitting link flow Content Issue A B F N J C G O K D H P L E I Q M Link juice flows to only one page © Copyright 2009 Stoney deGeyter
Keyword-rich link text Links should accurately reflect the information on the  destination page. Click here to learn more about preparing personal tax returns. No: Click here to learn more about preparing personal tax returns. No: Learn more about preparing personal tax returns. Yes: Click here to learn more about preparing personal tax returns. Meh: © Copyright 2009 Stoney deGeyter
Engines can’t access… Pages found through search, forms, password protected dropdowns or select areas boxes © Copyright 2009 Stoney deGeyter
Site map © Copyright 2009 Stoney deGeyter
Prevent broken links © Copyright 2009 Stoney deGeyter
Document & Page Structure © Copyright 2009 Stoney deGeyter
D Duplicate Title tags Content Issue Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products MyBeautyProducts.com Discount Wholesale Beauty Products Natural and Organic Facial Makeup for Healthy Skin Odor Free Nail Polish and Enamel for Long-Lasting Nails Why Natural and Organic Cosmetics Are Better MyBeautyProducts.com Hair > Shampoos > Vidal Sassoon © Copyright 2009 Stoney deGeyter
Meta description Not every page needs a description © Copyright 2009 Stoney deGeyter
Meta keywords Get over it! © Copyright 2009 Stoney deGeyter
Textual interlinking Link to related content wherever possible  Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. mollit anim id est laborum. • mollit anim id est laborum • mollit anim id est laborum • mollit anim id est laborum id est laborum id est laborum © Copyright 2009 Stoney deGeyter
Hx heirarchy © Copyright 2009 Stoney deGeyter
Conclusion © Copyright 2009 Stoney deGeyter
Is SEO important? © Copyright 2009 Stoney deGeyter
© Copyright 2009 Stoney deGeyter
Thank You! www.PolePositionMarketing.com www.SearchEngineGuide.com © Copyright 2009 Stoney deGeyter

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SEO You Can Do Yourself

  • 1. SEO You Can Do Yourself (Instead of, you know, paying someone else to do it.) Stoney deGeyter Pole Position Marketing stoney@polepositionmarketing.com © Copyright 2009 Stoney deGeyter
  • 2. © Copyright 2009 Stoney deGeyter
  • 3. What you lose with poor SEO… Indexed Pages Rankings Visitors Sales © Copyright 2009 Stoney deGeyter
  • 4. Don’t Make Me THINK, Dammit! © Copyright 2009 Stoney deGeyter
  • 5. © Copyright 2009 Stoney deGeyter
  • 6. Build a search friendly website Domain & Link & URL Navigation Structure Structure Domain & Navigation Structure © Copyright 2009 Stoney deGeyter
  • 7. D Duplicate Content Issue Duplicate content can plague you like a virus (or two) © Copyright 2009 Stoney deGeyter
  • 8. D Duplicate Slows spidering and indexing Content Issue A B C D E F Search engine leaves before G H I J K L spidering all important pages A B C D E F = spidered G H I J K L = not spidered © Copyright 2009 Stoney deGeyter
  • 9. URL & Site Structure © Copyright 2009 Stoney deGeyter
  • 10. Domain Name Keep Short   Register 10 years!  Memorable  Use keywords (if possible) TheDuffelbagFannyPackTravelStore.com  Motorcycle-Battery-Equipment.com  OmniInteractive.com  MyMortgageBanker.com  BatteryStuff.com  Winterkids.com  RainbowWeddings.com  © Copyright 2009 Stoney deGeyter
  • 11. D Duplicate Domain redirects Content Issue Redirect all domain names to primary URL © Copyright 2009 Stoney deGeyter
  • 12. Search engine friendly URLs Keep short site.com/category/product.php Use keywords if possible site.com/snowboards/burton/grom Minimize parameters site.com/webapp/wcs/stores/servlet/P roductDisplay?storeId=10051&langId=- 1&catalogId=10053&productId=10061513 7&N=10000003+90401+528374 © Copyright 2009 Stoney deGeyter
  • 13. D Duplicate Session IDs Content Issue © Copyright 2009 Stoney deGeyter
  • 14. D Duplicate Session ID Result Content Issue Home Session 1 Session 3 Session 2 Session 4 Session 5 Session 6 © Copyright 2009 Stoney deGeyter
  • 15. Custom redirect page © Copyright 2009 Stoney deGeyter
  • 16. Too-flat directory structure Home © Copyright 2009 Stoney deGeyter
  • 17. Too-vertical directory structure Home © Copyright 2009 Stoney deGeyter
  • 18. “Just right” directory structure Home Keyword Keyword Keyword © Copyright 2009 Stoney deGeyter
  • 19. Link & Navigation Structure © Copyright 2009 Stoney deGeyter
  • 20. Search friendly links Good Link © Copyright 2009 Stoney deGeyter
  • 21. Search un-friendly links Bad Link © Copyright 2009 Stoney deGeyter
  • 22. Search meh-friendly links Meh Link JavaScript:window.open(‘http://www.smartfurniture.com/p roduct/5670/’, ‘newWindow’) © Copyright 2009 Stoney deGeyter
  • 23. D Duplicate Splitting link flow Content Issue A B F N J C G O K D H P L E I Q M Link juice flows to only one page © Copyright 2009 Stoney deGeyter
  • 24. Keyword-rich link text Links should accurately reflect the information on the  destination page. Click here to learn more about preparing personal tax returns. No: Click here to learn more about preparing personal tax returns. No: Learn more about preparing personal tax returns. Yes: Click here to learn more about preparing personal tax returns. Meh: © Copyright 2009 Stoney deGeyter
  • 25. Engines can’t access… Pages found through search, forms, password protected dropdowns or select areas boxes © Copyright 2009 Stoney deGeyter
  • 26. Site map © Copyright 2009 Stoney deGeyter
  • 27. Prevent broken links © Copyright 2009 Stoney deGeyter
  • 28. Document & Page Structure © Copyright 2009 Stoney deGeyter
  • 29. D Duplicate Title tags Content Issue Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products Welcome to MyBeautyProducts.com Discount Beauty Products MyBeautyProducts.com Discount Wholesale Beauty Products Natural and Organic Facial Makeup for Healthy Skin Odor Free Nail Polish and Enamel for Long-Lasting Nails Why Natural and Organic Cosmetics Are Better MyBeautyProducts.com Hair > Shampoos > Vidal Sassoon © Copyright 2009 Stoney deGeyter
  • 30. Meta description Not every page needs a description © Copyright 2009 Stoney deGeyter
  • 31. Meta keywords Get over it! © Copyright 2009 Stoney deGeyter
  • 32. Textual interlinking Link to related content wherever possible  Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. mollit anim id est laborum. • mollit anim id est laborum • mollit anim id est laborum • mollit anim id est laborum id est laborum id est laborum © Copyright 2009 Stoney deGeyter
  • 33. Hx heirarchy © Copyright 2009 Stoney deGeyter
  • 34. Conclusion © Copyright 2009 Stoney deGeyter
  • 35. Is SEO important? © Copyright 2009 Stoney deGeyter
  • 36. © Copyright 2009 Stoney deGeyter
  • 37. Thank You! www.PolePositionMarketing.com www.SearchEngineGuide.com © Copyright 2009 Stoney deGeyter