SEO 101 Presented By: Simon Heseltine Director AIM: SimonHeseltine AOL Analytics University

Who are we? SEO team – Part of Tim Lemmon’s Org in the Audience Development team Responsible for SEO across the company Site audits Site redesigns / relaunches / launches Keyword research Training Trouble shooting Contract review / advice Strategic planning General evangelism SEO 101 Page 2

SEO “The goal of SEO is not to put wings on a pig, but to genetically reengineer the pig into an eagle.” Bruce Clay SEO 101 Page 3

SEO SEO 101 Page 4 Search Engine Optimization (SEO) is the art and science of getting web pages ranked for targeted key words. Different key words have different ranking criteria Each Search Engine has their own ranking criteria SEO takes time, as trust is a huge part of the algorithms Trust = age of site + relevancy of links to site + age of links to site + frequency of links gathered + trust of site linking in + more Google Algorithm has 200+ ranking elements SEO is a continual, building process Social is playing an ever increasing role in SEO

Anatomy of a SERP SEO 101 Page 5

Universal Search - News SEO 101 Page 6

Universal Search - Video SEO 101 Page 7

Universal Search - Photos SEO 101 Page 8

Universal Search - Local SEO 101 Page 9

Universal Search - Shopping SEO 101 Page 10

Universal Search - Sitelinks SEO 101 Page 11

Universal Search – Instant Search SEO 101 Page 12

Universal Search – Instant Search SEO 101 Page 13 Over 22k searches

Universal Search – Mobile Search SEO 101 Page 14

Not Just Google SEO 101 Page 15

Not Just Google SEO 101 Page 16

Not Just Google SEO 101 Page 17

Basic Building Blocks of Search Marketing Image: SEO 101 Page 18

Basic Building Blocks of Search Marketing Keyword Research Search Marketing? Internet Marketing ? Online Marketing? Digital Marketing? Search Engine Marketing? Organic Marketing? SEO Marketing? SEO 101 Page 19

Basic Building Blocks of Search Marketing Keyword Research Image: My camera ;)  Tail Head  SEO 101 Page 20

Basic Building Blocks of Search Marketing Keyword Research Image: Head: Las Vegas Medium: Las Vegas Hotels Long Tail: Pet Friendly Las Vegas Hotels with a pool SEO 101 Page 21

Basic Building Blocks of Search Marketing Keyword Research Google keywords toolGoogle keywords tool - WordTracker WordTracker – Keyword DiscoveryKeyword Discovery – WordStreamWordStream - SEMRushSEMRush - Google Trends Google Trends - SEO 101 Page 22

Basic Building Blocks of Search Marketing Keyword Research Google Adwords - SEO 101 Page 23

Basic Building Blocks of Search Marketing Keyword Research Google Adwords - SEO 101 Page 24

Basic Building Blocks of Search Marketing Keyword Research Google Adwords - SEO 101 Page 25

Basic Building Blocks of Search Marketing Keyword Research Google Adwords - SEO 101 Page 26

Basic Building Blocks of Search Marketing Keyword Research Google Adwords - SEO 101 Page 27

Basic Building Blocks of Search Marketing Keyword Research SEO 101 Page 28

Basic Building Blocks of Search Marketing Keyword Research SEO 101 Page 29

Basic Building Blocks of Search Marketing Keyword Research SEO Blogger (Firefox) - SEO 101 Page 30

Basic Building Blocks of Search Marketing Keyword Research – Real Time SEO 101 Page 31

Ranking Source: Optify.net SEO 101 Page 32

Ranking Source: Optify.net SEO 101 Page 33

SEO Anatomy – On Page Elements Image: SEO 101 Page 34

Title Tags SEO 101 Page 35

Title Tags SEO 101 Page 36

Title Tags Duplicate Titles SEO 101 Page 37

Title Tags SEO 101 Page 38

Title Tags SEO 101 Page 39

Description Tags Search engines may use the description tag in the SERPs SEO 101 Page 40

Description Tags Search engines may use a snippet from the page SEO 101 Page 41

Description Tags Search engines may use text from a directory entry SEO 101 Page 42

Description Tags SEO 101 Page 43

Description Tags Don’t add quotes or special characters to a meta description unless the CMS can handle them SEO 101 Page 44

Keywords Tags Deprecated – Not worth bothering with SEO 101 Page 45

Keywords Tags Deprecated – Stay away from it! SEO 101 Page 46

H Tag Hierarchy 1 H1 per page H2’s nested below, H3’s nested below, etc down to H6’s SEO 101 Page 47

Internal Linking Use keywords to link to other areas in the site / past articles Never link with “Click Here” to your own site SEO 101 Page 48

Internal Linking Use keywords to link to other areas in the site / past articles Never link with “Click Here” to your own site Don’t overdo the links, 3-10 per article (depending on length) is fine SEO 101 Page 49

Internal Linking Use keywords to link to other areas in the site / past articles Never link with “Click Here” to your own site Don’t overdo the links, 3-10 per article (depending on length) is fine SEO 101 Page 50

Image Search Over 32.7k organic clicks on the image SEO 101 Page 51

Image Search All images should have alt tags containing 2-4 words Ideally should contain image related targeted keywords Edit the filename (if possible) to contain the keywords Preferably a JPG or PNG SEO 101 Page 52

Video Search Crawlable site architecture Video Optimization Title, Description Monitor comments Video XML sitemap Build links SEO 101 Page 53

Quick Case Studies SEO 101 Page 54 Jun ‘09 – Dec ’10 250% increase in organic traffic Q4 ‘09 – Q4 ’10 125% increase in organic traffic FanHouse

Quick Case Studies SEO 101 Page 55 AOL Autos

Quick Case Studies SEO 101 Page 56 TechCrunch

Is there a (stock image) Doctor in the house? SEO 101 Page 57

Is there a website Doctor in the house? Webmaster-Tools-An-Overview -Webmaster-Tools-An-Overview SEO 101 Page 58

Is there a website Doctor in the house? SEO 101 Page 59

Is there a website Doctor in the house? SEO 101 Page 60

Is there a website Doctor in the house? SEO 101 Page 61

Is there a website Doctor in the house? SEO 101 Page 62

Is there a website Doctor in the house? SEO 101 Page 63

Is there a website Doctor in the house? SEO 101 Page 64

Is there a website Doctor in the house? SEO 101 Page 65

Is there a (stock image) X-Ray Technician in the house? SEO 101 Page 66

Is there a website X-Ray Technician in the house? SEO 101 Page 67

Is there a website X-Ray Technician in the house? SEO 101 Page 68

Is there a website X-Ray Technician in the house? SEO 101 Page 69

Social & SEO SEO 101 Page 70

Regular Search SEO 101 Page 71

Personalized search & social SEO 101 Page 72

SEO 101 Thanks Presented By: Simon Heseltine Director AIM: SimonHeseltine AOL Analytics University