Covering the basics of SEO - keywords, page and site optimisation, writing content and a few useful tools

1. Search Engine Optimization
Keywords
Page Optimization
Site Optimization
Ninja Toolkit
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2. Keywords
The words or phrases typed into search
engine:
Keywords define market and organizes
audience
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3. Keyword Research
Market: who is your intended audience,
and what is the competition.
Purpose: what does your site do?
Brand – product, organization, pedigree
Conversion – transactions, leads
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4. Finding Keywords
Look at own site search statistics
Look at competitors’ sites and keywords
Monitor trends (Google Trends and Zeitgeist)
Try out keywords in Google, Yahoo, Bing,
Wikipedia and real people
…and paid tools and services
Cognimatic Limited
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Custom websites and web applications to manage your product, team or entire business.

5. Page Optimzation
Write
interesting
content
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6. Page Structure
Semantic URL
My3Great3Page3|3Cognima-c3
h"p://cognima-c.com/page0-tle3
Menu system adds context
Home3|3About3|3Calendar3|3Maps3
H1-H6 for titles and sections
Title!
(only one H1 tag/page)
Keywords!!
Important text first
Meaningful filenames
Link to stuff (more juice)
W3C/508 compliance
Interesting, fresh content
Cognimatic Limited
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Custom websites and web applications to manage your product, team or entire business.

7. Pages – Technical Stuff
META:
Keywords
Description
Copyright
Geo/ICBM
Robots
Canonical URL
<TITLE> tag
Redirects
Cognimatic Limited
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Custom websites and web applications to manage your product, team or entire business.

8. Advanced Page Metadata
Dublin Core – describe digital media and more thorough
tagging system for each page.
Semantic Markup:
Relating information and adding semantic value to text.
• RDFa (Resource Description Framework)
• Microdata – Google’s preferred method
• Microformats – Adds attributes to HTML tags
Short URLs <link rel="shorturl" href="http://ucla.in/1234" />
Cognimatic Limited
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Custom websites and web applications to manage your product, team or entire business.

9. Site Optimization
HTML5 – microdata
robots.txt - www.robotstxt.org
sitemap.xml - www.sitemaps.org
Speed [of page load] - ranking and humans
Opcode/page caching
Yslow for other tips
Redirects – HTTP 301 for page moves
HTTP 403/404 Error pages – for humans
Google Analytics
Cognimatic Limited
cognimatic.com
Custom websites and web applications to manage your product, team or entire business.

10. Ninja’s Tools of Choice
Google account and toolbar http://toolbar.google.com
Yahoo https://siteexplorer.search.yahoo.com/
Bing www.bing.com/webmaster
Google Analytics www.google.com/analytics
Google Webmaster Tools www.google.com/webmasters/tools
Google Adwords Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
SEO Plugin for Firefox http://tools.seobook.com/firefox/seo-for-firefox.html
W3C et al validators http://validator.w3.org + Firefox Web Developer toolbar
Cognimatic Limited
cognimatic.com
Custom websites and web applications to manage your product, team or entire business.