SEO Basics

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SEO Basics:

SEO Basics By Ryan Holdaway

How does a Search Engine Work?:

How does a Search Engine Work? Crawls and Reads Content Indexes that Content Returns results based on the Index

Why is the First Page important?:

Why is the First Page important? 93% of Users don’t leave Page 1 Less than 1% go beyond Page 2 The top 3 positions on Page 1 receive roughly 80% of clicks. Most users are more likely to submit another query than go to page 2.

What is SEO?:

What is SEO? SEO (Search Engine Optimization) is the process of building or modifying a website in such a way that it is indexed and ranks highly within the Organic (FREE) listings.

Cool Kids Table = Front page of Google:

Cool Kids Table = Front page of Google


Technical Architecture and URL Structure Canonicalization, Use of proper redirects Sitemap and Robots.txt Page Load Time, Host reliability Webmaster Tools, Authorship

Technical SEO = Being Good Looking:

Technical SEO = Being Good Looking


Architecture Horizontal over Vertical Google ranks PAGES not WEBSITES The further a page is from HOME, the harder it is to RANK

URL Structure:

URL Structure Long and Complicated = BAD Short and Logical = GOOD Session ID’s are a deal breaker. Keywords in page names and breadcrumb trails. HYPHENS – over UNDERSCORES _ OK to have multiple paths to same place as long as you add CONONICAL TAGS


Canonicalization Canonical tags are used when dealing with duplicate content. It’s a way to pass link juice to your preferred URL

Canonical Meta Tag:

Canonical Meta Tag In the HTML of all the duplicates: <link rel =“canonical” href =”/> Only redirects Spiders and Link Juice. Visitors still see other page.

301 redirect:

301 redirect Permanent redirect for both Humans and Spiders. Basically means, Never ever ever ever come back.

301’s are Taylor Swift:

301’s are Taylor Swift


Domain Keywords in the domain is Best Age = Authority Register for as long as possible Proper TLD

Webmaster Tools :

Webmaster Tools Analytics Diagnostics Submit Sitemaps, including marking pages as important and set update intervals. Geo Targeting

On Site SEO = STYLE:


On Site:

On Site Keyword Research and Mapping Meta Title and Description (not meta tags. Those are a joke.) GREAT CONTENT Internal linking Keyword in the URL Image Optimization (Properly sized and ALT tags) KEEP THE CONTENT FRESH


Keywords GOOGLE RANKS PAGES, NOT WEBSITES! No more than 2-3 keywords per page Don’t compete against yourself!

Where do keywords go?:

Where do keywords go? Title Tag H1 tag (Main heading of the page. No more than ONE H1 per page) Anchor text of internal links. NEVER CLICK HERE In the first 25 words of text on a page. IN THE URL

Title Tag:

Title Tag 65 characters MAX Keywords go first Balance between Keywords and Appealing to users for click through.

Meta Description:

Meta Description MAX 152 characters (including spaces) Gotta be relevant to the page. Don’t Bait and Switch Not a ranking signal, but critical to click through rate

Off Site:

Off Site Incoming Links Relevancy of those links Authority of those links Anchor text of those links Surrounding text of those links

Its all about who your friends are.:

Its all about who your friends are.


DON’T BE SHADY Avoid hidden text/links Don’t use cloaking or shady redirects Don’t Stuff irrelevant keywords Avoid Duplicate content (even… or maybe especially SPUN content) Don’t use doorway pages

Shady Stuff:

Shady Stuff Remember: You’re making this page for users, not search engines. -No amount of traffic can compensate for a shady site with no value. Google WILL blacklist you and that traffic will go away.

Great tools and other resources::

Great tools and other resources:

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