This is the second lecture presentation of the SEO Fundamentals Outline course carried out at initLab hackerspace http://initlab.org/events/seo-fundamentals-onpage-optimization/

1. SEO
Fundamentals
Outline
Lecture 2 @ initLab hackerspace
Presentation by Kalin Chernev

2. Agenda
● On-page and off-page optimization
● Browser tools to audit websites
● Tools to detect website technologies
● Drupal-specific SEO
● WordPress-specific SEO
● Homework
● Competition and trends
● Monitoring and maintenance

3. On-page and off-page SEO
Theory and all the things are available at the
Search Engine Optimization Lecture
presentaiton at slideshare.net
(from page 26 on)
Point 1: Learn a bit of HTML
Point 2: Prepare for competition and trends
Point 3: Off-page optimization = ORM

4. Auditing a website (techie)
Rule for thumb: user a browser!
Therefore: don't use Internet Explorer!
Be smart: user extensions to make your web
experience both pleasing, and practical!
Search for SEO extensions that fit your needs.
Use your extensions wisely to serve you.

5. Browser extensions
Firefox:
http://tools.seobook.com/
https://addons.mozilla.org/en-US/firefox/addon/seoquake-seo-extension/?src=search
https://addons.mozilla.org/en-US/firefox/addon/seo-toolbar-by-seomoz/?src=search
Chrome:
https://chrome.google.com/webstore/detail/seo-for-chrome/oangcciaeihlfmhppegpdceadpfaoclj
https://chrome.google.com/webstore/detail/seo-site-tools/diahigjngdnkdgajdbpjdeomopbpkjjc
https://chrome.google.com/webstore/search-extensions/seo
Opera:
https://addons.opera.com/en/search/?query=SEO
Surely, there are many others, just search for them, and use the best one to suite your needs!

6. Detecting site technologies
Talking of SEO, the first thing you usually do when taking on a new project, is figuring out what kind of
technologies are behind the scenes, so that you can estimate and approach your client's project
professionally.
Your work on the website itself varies from case to case, depending on the content management
system used, or if it's a static website - the source code.
You can use the Ctrl + U shortcut in your browser to see the source code of a given browser, but you
can as well use smart tools to analyze the technology stack behind.
One of the most popular technology detection tools is BuiltWith Technology Lookup. It will give you all
the information about scripting languages used on the server, together with the information about
whether and which platform (framework) is used to develop and build the website.
This way you can understand, for example whether you client's website has been built on Drupal,
WordPress, Joomla! or any platform/framework.

7. Drupal-specific SEO
Drupal is an open source, PHP-based, very popular, content management
system, and a framework. It helps normal people build complex websites and
web applications in general. Drupal is one of the best open source PHP-based
systems to create well-optimized web projects.
General guidelines on optimizing Drupal for good SEO results:
- Turn on Drupal core caching options for performance optimization
- Use SEO Checklist module basic configurations and modules
- Utilize all your knowledge about keywords search and targeting
- Utilize all your knowledge about the general on-page optimizations
- Write good code; Focus on simple backend functionalities
- Read from drupal.org and all the books and open materials you can

8. WordPress-specific SEO
WordPress is also an open source, PHP-based, very (very very) popular,
content management system, and a framework. While Drupal is targeting users
who aim for complex websites, WordPress is more focused on users who want
smooth and beautiful, and very simple-to-use websites. WordPress is a great
choice for building beautiful and usable websites with good API behind.
General guidelines on optimizing WordPress for good SEO results:
- Turn on WordPress core permalinks options and clean the URLs
- Use SEO-focused plugin for basic configurations
- Utilize all your knowledge about keywords search and targeting
- Utilize all your knowledge about the general on-page optimizations
- Write good code, meaning focus on simple backend functionalities
- Read from wordpress.org and all the books and open materials you can

9. Advantages of open source
Keep in mind: using open source provide a lot benefits for website builders and
users. Open source means freedom and smart way of achieving results.
Open source means less development time, compared to vendors solutions.
Open source means better and cleaner business models.
Open source means learning from the best practices.
Conclusion: use open source frameworks as much as possible!

10. Homework
Optimize a project of yours.

11. Competition and trends
Theory and all the things are available at the
Search Engine Optimization Lecture
presentaiton at slideshare.net
(from page 39 on)
Point 1: Do what competition do + 10% over it
Point 2: Mind the trends and take advantage

12. Maintenance + monitoring
Theory and all the things are available at the
Search Engine Optimization Lecture
presentaiton at slideshare.net
(from page 46 on)
Point 1: Metrics are facts, use them wisely
Point 2: Utilize the right tools for your project

13. Thanks and questions
Feedback the presenter!
n: Kalin Chernev
e: kalata(at)shtrak.eu
u: http://shtrak.eu/kalata