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www.pentalog.fr
Mastering SEO
By Radu PLUGARU
Motto: Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.
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Contents:
• How search engines operate • Ranking factors • Search engine friendly design • Keyword research • Useful tools and software • Myths and misconceptions • Tracking success [or failure]
Search engine optimization
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Search engines are answer machines. Their main purpose is to serve the most important of the most relevant search results.
Search engine optimization
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First law of SEO – “Build websites for humans, not search engines”.
[Google Webmaster Guidelines]
Search engine optimization
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Second [and last ] law of SEO “The worth of a backlink is directly proportional to the difficulty of getting it”
[A smart man]
Search engine optimization
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Ranking factors
On Site [internal] Off Site [external]
Search engine optimization
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Quality = Relevance + Importance
Search engine optimization
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Search engine optimization
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Domain trust/authority signals
• Name • Age • Popularity • Size • Hosting • Link profile • Branding • Offline citations
Search engine optimization
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Link popularity signals
• Global popularity • Local/Topic specific popularity • Anchor text • Trust rank • Link neighborhood • Freshness • Social sharing • Link spikes
Search engine optimization
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Anchor text signals
• Exact keywords • Stop keywords • Co-citations • Google bombs • Keyword graph
Search engine optimization
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Keyword usage
• Domain name • URL • Title tag • Content • H1-H6, bold, strong tags • Links • Alt attribute for images
Search engine optimization
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User engagement and social signals
• Click-through • Time on site • Bounce-rate • Number of likes, shares, tweets, comments, +1s • Easy to use, navigate, take action • Linking patterns • Machine learning • Traffic data
Search engine optimization
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Search engine optimization
SEO Pyramid of needs
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What made Uncle G #1? Google’s success recipe – a quality search result is one liked by people. Hence: Page Rank, Panda, Penguin, Human-edited web directories, social signals, user engagement, Sandbox, etc.
Search engine optimization
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Personal Searches:
• Location • Time • Personal sharing [ego searches] • Social Sharing • Previous searches
Search engine optimization
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Social Media
Search engine optimization
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Follow-up links:
• http://www.seomoz.org/ SEO articles, tutorials, guides, tools, etc. • https://adwords.google.com/o/KeywordTool keyword research tools • http://www.mattcutts.com/blog/ head of Google's Webspam team • http://www.seobook.com/ SEO articles, tutorials, etc. • http://searchengineland.com/ SEO articles, tools, etc.
• http://www.google.com/analytics/ statistics about visits to a website • http://www.opensiteexplorer.org/ free backlink analysis tool • http://www.google.com everything else
Search engine optimization
www.pentalog.fr Happy SEO-ing! Thank you!
pentalog.com
