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Search Engine Optimization: Ed Morrissey

SEO, or search engine optimization, involves improving a website's search results through natural tactics rather than paid advertising. It is important because 75% of users click on organic search results rather than paid ads, it is free, and users trust the first page of search results the most. To optimize a website for SEO, content should be frequently updated and original, with keyword strategy and proper HTML tags. Other important elements include metadata, navigable URLs, XML sitemaps, and internal and external linking. Things to avoid are keyword stuffing, purchasing links, shadow domains, and excessive focus on meta tags. SEO requires constant optimization and there are different rules for mobile.

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Ed Morrissey
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111 views9 pages

Search Engine Optimization: Ed Morrissey

SEO, or search engine optimization, involves improving a website's search results through natural tactics rather than paid advertising. It is important because 75% of users click on organic search results rather than paid ads, it is free, and users trust the first page of search results the most. To optimize a website for SEO, content should be frequently updated and original, with keyword strategy and proper HTML tags. Other important elements include metadata, navigable URLs, XML sitemaps, and internal and external linking. Things to avoid are keyword stuffing, purchasing links, shadow domains, and excessive focus on meta tags. SEO requires constant optimization and there are different rules for mobile.

Uploaded by

Ed Morrissey
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Search Engine Optimization

SEO 101

Ed Morrissey
Partner & Chief Creative Officer
Integrity
ed@integritystl.com
www.integritystl.com
SEO – Search Engine Optimization

– Improving search results via natural/organic tactics

Why bother?

–25% PPC
–75% organic

–Free
–Ongoing
–1st page rule
–Savvy users
–Trust

2
SEO – Things to Do

– Frequently updated, original content is king


– Writing for SEO
• Titles
• Keyword strategy
• H1, H2 tags show priority content
• Bold, italics & underlined keywords
• Keywords in links
• Code to text ratio - % of actual content per page
– Use CSS standards to improve ratio

3
SEO Page Elements

4
SEO – Things to Do

– Metadata – description tag may be used in SERP


– Navigability/Natural URLs
• Simple directory structure – with meaning
• Text for navigation
– Sitemap.xml – roadmap
– Robots.txt – tell engines what to do/what not to do
– Cross linking within a site
• Content via header/footer
– Link juice – back linking from others
– Link to useful sites
• Experimental results

5
Just As Importantly…
I HATE
LOVE
Google

Ryan Abood

– There are things you should NOT do

– Lost $4M in sales when Google banished them due to SEO

6
SEO – Things NOT to Do

– Keyword stuffing
– Purchasing links
– Shadow domains
– Mass directories/link exchanges
– Too much focus on meta tags
– Navigation errors
• Images, animations, JavaScript/drop downs
• Provide text versions
– Dynamic links – use text-only sitemap for spiders
– Flash-based sites – 1 SWF v. hundreds of pages?
– iFrames

7
SEO – Summary

– You can’t guarantee a top ranking via SEO


– Define objectives/Study traffic reports/Create plan
– A lot of small changes to a site = a big difference
– 2 types of SEO
• Passive/organic
• Active
– Be real and bring value
– Google is secretive
– Mobile has some different rules
– Google Instant
– You never stop

8
Search Engine Optimization
SEO 101

Ed Morrissey
Partner & Chief Creative Officer
Integrity
ed@integritystl.com
www.integritystl.com

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