1. SEO 101 Presented By: Simon Heseltine Director Twitter: @simonheseltine AIM: SimonHeseltine AOL Analytics University

2. Who are we? SEO team – seo_team@teamaol.comseo_team@teamaol.com 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

3. 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

4. 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

5. Anatomy of a SERP SEO 101 Page 5

6. Universal Search - News SEO 101 Page 6

7. Universal Search - Video SEO 101 Page 7

8. Universal Search - Photos SEO 101 Page 8

9. Universal Search - Local SEO 101 Page 9

10. Universal Search - Shopping SEO 101 Page 10

11. Universal Search - Sitelinks SEO 101 Page 11

12. Universal Search – Instant Search SEO 101 Page 12

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

14. Universal Search – Mobile Search SEO 101 Page 14

15. Not Just Google SEO 101 Page 15

16. Not Just Google SEO 101 Page 16

17. Not Just Google SEO 101 Page 17

18. Basic Building Blocks of Search Marketing Image: http://frank.itlab.us/photo_essays/wrapper.php?nephila_2002_dna.htmlhttp://frank.itlab.us/photo_essays/wrapper.php?nephila_2002_dna.html SEO 101 Page 18

19. 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

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

21. Basic Building Blocks of Search Marketing Keyword Research Image: http://searchenginewatch.com/article/2064482/How-to-Chase-the-Long-Tail Head: Las Vegas Medium: Las Vegas Hotels Long Tail: Pet Friendly Las Vegas Hotels with a pool SEO 101 Page 21

22. Basic Building Blocks of Search Marketing Keyword Research Google keywords toolGoogle keywords tool - https://adwords.google.com/select/KeywordToolExternal WordTracker WordTracker – http://freekeywords.wordtracker.com Keyword DiscoveryKeyword Discovery – http://www.keyworddiscovery.com/search.html WordStreamWordStream - http://www.wordstream.com/keywords SEMRushSEMRush - http://www.semrush.com Google Trends Google Trends - http://www.google.com/trends SEO 101 Page 22

23. Basic Building Blocks of Search Marketing Keyword Research Google Adwords - https://adwords.google.com/select/KeywordToolExternal SEO 101 Page 23

24. Basic Building Blocks of Search Marketing Keyword Research Google Adwords - https://adwords.google.com/select/KeywordToolExternal SEO 101 Page 24

25. Basic Building Blocks of Search Marketing Keyword Research Google Adwords - https://adwords.google.com/select/KeywordToolExternal SEO 101 Page 25

26. Basic Building Blocks of Search Marketing Keyword Research Google Adwords - https://adwords.google.com/select/KeywordToolExternal SEO 101 Page 26

27. Basic Building Blocks of Search Marketing Keyword Research Google Adwords - https://adwords.google.com/select/KeywordToolExternal SEO 101 Page 27

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

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

30. Basic Building Blocks of Search Marketing Keyword Research SEO Blogger (Firefox) - http://www.wordtracker.com/seo-blogger/ SEO 101 Page 30

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

32. Ranking Source: Optify.net SEO 101 Page 32

33. Ranking Source: Optify.net SEO 101 Page 33

34. SEO Anatomy – On Page Elements Image: http://www.flickr.com/photos/dnnya/3060612913/ SEO 101 Page 34

35. Title Tags SEO 101 Page 35

36. Title Tags SEO 101 Page 36

37. Title Tags Duplicate Titles SEO 101 Page 37

38. Title Tags SEO 101 Page 38

39. Title Tags SEO 101 Page 39

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

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

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

43. Description Tags SEO 101 Page 43

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

45. Keywords Tags Deprecated – Not worth bothering with http://www.youtube.com/watch?v=RBTBEfd7z_Y SEO 101 Page 45

46. Keywords Tags Deprecated – Stay away from it! http://searchengineland.com/the-meta-keywords-tag-lives-at-bing-why-only-spammers-should-use-it-96874 SEO 101 Page 46

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

48. 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

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 49

50. 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

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

52. 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

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

54. 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

55. Quick Case Studies SEO 101 Page 55 AOL Autos

56. Quick Case Studies SEO 101 Page 56 TechCrunch

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

58. Is there a website Doctor in the house? https://www.google.com/webmasters/tools http://simonheseltine.com/articles/ http://www.bing.com/toolbox/webmaster http://searchenginewatch.com/article/2191991/Google- Webmaster-Tools-An-Overview http://searchenginewatch.com/article/2195777/Bing -Webmaster-Tools-An-Overview SEO 101 Page 58

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

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

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

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

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

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

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

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

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

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

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

70. Social & SEO SEO 101 Page 70

71. Regular Search SEO 101 Page 71

72. Personalized search & social SEO 101 Page 72

73. SEO 101 Thanks Presented By: Simon Heseltine Director Twitter: @simonheseltine AIM: SimonHeseltine AOL Analytics University