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Tony Hsieh SEO 101 for Startups Presented: June, 2014
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Merkle Inc
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Enterprises vs. Startups Cons Limited resources Pros Speed to
market Creativity Freedom (tools, team)
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Agenda What is SEO? Why should you care? Onsite SEO Offsite SEO SEO
- What you should and should not do How are Thrill Mill teams
doing?
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Business 101 Location, Location, Location Brick and mortar
businesses Store location is the main concern Online businesses
Online presence is the main concern
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Online Businesses Organic Search Traffic Organic search brought in
the most traffic Data based on 310 million visits Reference
http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/
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US Search Engine Market Share Google has the majority market share
in the US Reference
http://www.comscore.com/Insights/Market_Rankings/comScore_Releases_April_2014_US_Search_Engine_Rankings
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What Is SEO? Search engine optimization (SEO) is the process of
affecting the visibility of a website or a web page in a search
engine's "natural" or un-paid ("organic") search results.
wikipedia.org https://www.youtube.com/watch?v=hF515-0Tduk
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Organic vs. Paid Organic Paid
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Agenda What is SEO? Why should you care? Onsite SEO Offsite SEO SEO
- What you should and should not do How are Thrill Mill teams
doing?
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Onsite SEO vs. Offsite SEO Google has more than 200 ranking
factors
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Onsite SEO vs. Offsite SEO Onsite Title tag Meta tags Heading
Content Keywords Internal links Structured Data Markup (Schema
Markup) Offsite Inbound links Infographics Guest posting Blog
commenting Forum posting Email out reach
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Onsite SEO Factors Title tag 55 characters Title tag is the main
text that explains the webpage. It is one of the important ranking
factors. Meta description tag 150 characters Meta description tag
is the description that appears under the title on SERP. Although
it does not contribute to ranking, a well crafted description could
affect the click through rate substantially.
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Onsite SEO Factors Meta keywords Google stopped considering meta
keywords as one its ranking factors in 2009. However, robots from
other search engines still utilize it for understanding the content
of a webpage. Meta robots Prevent search engines from indexing the
page and following the links on the page
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Onsite SEO Factors Heading tags There are six types of heading tag
(H1 to H6) and this is how a webpage can communicate with search
engines how important each section of a page is. It is recommended
to have only one H1 tag per page and not using the other heading
tags for styling purpose.
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Onsite SEO Factors H1 tags dont over use them!
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Onsite SEO Factors Image alt tag Search engines cannot read images,
thus an image alt tag is used to let search engines know what the
image is about and also improve indexation and ranking on Google
image search.
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Google Webmaster Tools Your Best Friend Use Google Webmaster Tools
to monitor your site
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Google Webmaster Tools Your Best Friend Crawl errors Find out what
Google is seeing about your site Search queries Find how people are
finding your site with which keywords Sitemaps Create Sitemaps to
help Google index your site
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Google Analytics Your Sidekick Where do your users land on your
site? Which page gets the most traffic? Where are they coming from?
How do they react to the page?
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Google Analytics Your Sidekick Onsite search queries What are your
users looking for? Are there potential keywords you can target?
What products / content you should have?
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Agenda What is SEO? Why should you care? Onsite SEO Offsite SEO SEO
- What you should and should not do How are Thrill Mill teams
doing?
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Offsite SEO Its All About Back Links Its all about back links
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Offsite SEO Link From High Authority Sites Back links from high
authority sites provide more link juice to your site
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Offsite SEO How To Build Back Links Link building takes a lot of
efforts
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Offsite SEO Link Building Example Competitor analysis 1.Analyze
where your competitors get their back links from 2.Reach out to
those sites that provide back links to your competitors
http://www.openlinkprofiler.org/
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Offsite SEO Should You Do It? Focus on onsite SEO Focus on your
business build content and relationship
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Agenda What is SEO? Why should you care? Onsite SEO Offsite SEO SEO
- What you should and should not do How are Thrill Mill teams
doing?
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Black Hat, Gray Hat, White Hat Whats Your Color? Black hat SEO
Disapproved SEO practice that increases a page's ranking in a
search engine result page (SERP) Offsite. These practices are
against the search engine's terms of service Gray hat SEO A SEO
practice that are riskier than white hat SEO, but one that may or
may not result in your site being banned from search engines and
their affiliate sites White hat SEO A SEO practice used to improve
search performance that is in line with terms and conditions of
search engines
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What SEO Practice To Avoid? Tiny text, hidden text, hidden links
Put illegible text at the bottom of the page, make the text the
same color as the background, or format text or images that are
visually undetectable as links. Cloaking Present search engines
with one set of content and site visitors with another, tricking
visitors from search engines into experiencing a page of
substantially different content. Buying links Utilize or create
services that provide back links in exchange for a payment
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What SEO Practice To Avoid? BMW Philipp over at Google Blogoscoped
points out in BMW's Doorway Pages that the automaker is employing
hidden content on its web site in Germany. Search engines see one
thing; humans another. It's cloaking, but not IP based, more of the
"poor man's" variety that uses JavaScript.BMW's Doorway Pages
Cloaking the content Banned from Google for several months
Reference
http://searchenginewatch.com/article/2059675/Google-Bans-BMW-Germany-Ricoh-Germany
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What SEO Practice To Avoid? Overstock.com In Overstock's case, the
retailer offered discounts of 10% on some merchandise to students
and faculty. In exchange, it asked college and university websites
to embed links for certain keywords like "bunk beds" or "gift
baskets" to Overstock product pages. Paying for back links
Penalized by Google ranking dropped Reference
http://searchenginewatch.com/article/2049969/Overstock.com-Lands-in-Googles-Penalty-Box-Over-Links-for-Discounts-Deal
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What SEO Practice To Avoid? JCPenny JCP ranking number one in the
Google search results for terms like "dresses", "bedding", and
"area rugs" and for "months, it was consistently at or near the top
in searches for "skinny jeans," "home decor," "comforter sets,"
"furniture" and dozens of other words and phrases, from the blandly
generic ("tablecloths") to the strangely specific ("grommet top
curtains"). Content Farming Penalized by Google ranking dropped
Reference
http://searchenginewatch.com/article/2050023/NY-Times-Outs-JC-Penney-Shady-Link-Building
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What SEO Practice To Avoid? Expedia Expedias main problem is and
was WordPress themes created for footer links from Travel sites.
Unnatural back link scheme Penalized by Google ranking dropped
Reference
http://www.linkresearchtools.com/case-studies/expedia-google-unnatural-link-penalty/
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Follow Googles Guideline Follow Googles guideline to avoid getting
penalized or banned by Google Reference
https://support.google.com/webmasters/answer/35769?hl=en
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Agenda What is SEO? Why should you care? Onsite SEO Offsite SEO SEO
- What you should and should not do How are Thrill Mill teams
doing?
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How Are Thrill Mill Teams Doing?
http://en.wikipedia.org/wiki/Debbie_Downer
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Thrill Mill Team:
http://tameraonline.com/makeup/cheeks.html?dir=desc&limit=10&mode=list&order=bes
tmatch
http://tameraonline.com/makeup/cheeks.html?dir=desc&limit=15&mode=list&order=bes
tmatch Duplicate Content use canonical tag and/or robots tag to
resolve the issue
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Thrill Mill Team: 404 errors testing pages?
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Thrill Mill Team: The entire site is based on JavaScript Google
started to render JavaScript recently but Sometimes things don't go
perfectly during rendering, which may negatively impact search
results for your site. Blank Reference
http://googlewebmastercentral.blogspot.com/2014/05/understanding-web-pages-better.html
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The Takeaway Message If you own a website, you should care about
SEO!
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Ex- Scientist Turned Digital Marketer With Startup Experience Get
In Touch With Tony Hsieh https://www.linkedin.com/in/iamtonyhsieh
[email protected] Thank You!