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SEO For Non-Technical Professionals

Rodrigo Castilho aka RODCAST Senior Front End Engineer @rodcast October/2012

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Introduction to SEO

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Definition

Search engine optimization (SEO) is the process of improving the visibility of a website or

a web page in search engines' "natural," or un-paid ("organic" or "algorithmic"), search

results. In general, the earlier (or higher ranked on the search results page), and more

frequently a site appears in the search results list, the more visitors it will receive from the

search engine's users. SEO may target different kinds of search, including image search,

local search, video search, academic search, news search and industry-specific vertical

search engines.

http://en.wikipedia.org/wiki/Search_engine_optimization

SEO ≠ SEM

SEM = SEO + Sponsored Links (PPC).

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How do Search Engines work?

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Basically

Search Index Classify

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What the Search Engines like?

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What do Search Engine like?

There are three pillars of SEO:

• Site-Wide

• On-Page

• Off-Page

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01 Site-Wide SEO

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Site-Wide SEO

• Geographic location of Server

• Sites that load quickly - Faster is Better

• Redirections (301, 302 and 307)

• Don’t forget the 404

• Relevant URL

• Duplicate Content (Canonicalize your URLs)

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02 On-Page SEO

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On-Page SEO

• Relevant Title

• Relevant Content

• Semantic, Usability, Accessibility (navigation, breadcrumb and sitemap)

• HTML5 and Rich snippets (microdata, microformats and RDFa)

• Video, Podcast and Images (file name, description and caption)

• Links to trusted Sites

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02.1 On-Page SEO - Before I forget

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On-Page SEO

Create the XML Sitemap and robots.txt add submit in Webmaster Tools.

• Sitemap

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=183668

• Robots

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=156449

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03 Off-Page SEO

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Off-Page SEO

• Quality of backlinks

• Social Network - Google products are most important for SERP

Facebook, Twitter, Google +, Youtube,

Vimeo, Google Maps, Wikipedia, Linkedin, Delicious,

Pinterest, Digg, Formspring, StumbleUpon, Tumblr

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Resume

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Resume

• SEO is strategy

• SEO will continue without end

• Quality is not quantity

• Use and abuse of Social Media

• Use and abuse of Tools

• Take care with the practices abusive (Black Hat)

• Patience is a SEO Virtue

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Useful Tools

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Useful Tools

Google Webmaster Tools, Bing Webmaster Tools, Google Analytics, Google AdWords,

Google Web Optimizer, Google Trends, Google Insights, Google Ad Planner, SEOMoz,

SEOQuake, Mozbar and more:

http://tools.seobook.com/

http://www.seomoz.org/tools

Thank You.