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"Mastering SEO" de Radu Plugaru

Viorica Bordei
Viorica Bordei

This document provides an overview of search engine optimization (SEO) fundamentals. It discusses how search engines work, important on-site and off-site ranking factors like links, keywords, and user engagement. The document emphasizes that SEO should focus on building high-quality websites for users rather than search engines. Additional tips and links for SEO best practices are also included.

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Mastering SEO www.pentalog.fr Motto: Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does. By Radu PLUGARU
Search engine optimization Contents: How search engines operate Ranking factors Search engine friendly design Keyword research Useful tools and software Myths and misconceptions Tracking success [or failure] JULY 2011 pentalog.com 2
Search engine optimization Search engines are answer machines. Their main purpose is to serve the most important of the most relevant search results. JULY 2011 pentalog.com 3
Search engine optimization First law of SEO Build websites for humans, not search engines. [Google Webmaster Guidelines] JULY 2011 pentalog.com 4
Search engine optimization Second [and last ] law of SEO The worth of a backlink is directly proportional to the difficulty of getting it [A smart man] JULY 2011 pentalog.com 5
Search engine optimization Ranking factors On Site [internal] Off Site [external] JULY 2011 pentalog.com 6
Search engine optimization Quality = Relevance + Importance JULY 2011 pentalog.com 7
Search engine optimization JULY 2011 pentalog.com 8
Search engine optimization Domain trust/authority signals Name Age Popularity Size Hosting Link profile Branding Offline citations JULY 2011 pentalog.com 9
Search engine optimization Link popularity signals Global popularity Local/Topic specific popularity Anchor text Trust rank Link neighborhood Freshness Social sharing Link spikes JULY 2011 pentalog.com 10
Search engine optimization Anchor text signals Exact keywords Stop keywords Co-citations Google bombs Keyword graph JULY 2011 pentalog.com 11
Search engine optimization Keyword usage Domain name URL Title tag Content H1-H6, bold, strong tags Links Alt attribute for images JULY 2011 pentalog.com 12
Search engine optimization 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 JULY 2011 pentalog.com 13
Search engine optimization SEO Pyramid of needs JULY 2011 pentalog.com 14
Search engine optimization What made Uncle G #1? Googles 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. JULY 2011 pentalog.com 15
Search engine optimization Personal Searches: Location Time Personal sharing [ego searches] Social Sharing Previous searches JULY 2011 pentalog.com 16
Search engine optimization Social Media JULY 2011 pentalog.com 17
Search engine optimization 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 JULY 2011 pentalog.com 18
Happy SEO-ing! www.pentalog.fr Thank you! pentalog.com

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"Mastering SEO" de Radu Plugaru

  • 1. Mastering SEO www.pentalog.fr Motto: Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does. By Radu PLUGARU
  • 2. Search engine optimization Contents: How search engines operate Ranking factors Search engine friendly design Keyword research Useful tools and software Myths and misconceptions Tracking success [or failure] JULY 2011 pentalog.com 2
  • 3. Search engine optimization Search engines are answer machines. Their main purpose is to serve the most important of the most relevant search results. JULY 2011 pentalog.com 3
  • 4. Search engine optimization First law of SEO Build websites for humans, not search engines. [Google Webmaster Guidelines] JULY 2011 pentalog.com 4
  • 5. Search engine optimization Second [and last ] law of SEO The worth of a backlink is directly proportional to the difficulty of getting it [A smart man] JULY 2011 pentalog.com 5
  • 6. Search engine optimization Ranking factors On Site [internal] Off Site [external] JULY 2011 pentalog.com 6
  • 7. Search engine optimization Quality = Relevance + Importance JULY 2011 pentalog.com 7
  • 8. Search engine optimization JULY 2011 pentalog.com 8
  • 9. Search engine optimization Domain trust/authority signals Name Age Popularity Size Hosting Link profile Branding Offline citations JULY 2011 pentalog.com 9
  • 10. Search engine optimization Link popularity signals Global popularity Local/Topic specific popularity Anchor text Trust rank Link neighborhood Freshness Social sharing Link spikes JULY 2011 pentalog.com 10
  • 11. Search engine optimization Anchor text signals Exact keywords Stop keywords Co-citations Google bombs Keyword graph JULY 2011 pentalog.com 11
  • 12. Search engine optimization Keyword usage Domain name URL Title tag Content H1-H6, bold, strong tags Links Alt attribute for images JULY 2011 pentalog.com 12
  • 13. Search engine optimization 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 JULY 2011 pentalog.com 13
  • 14. Search engine optimization SEO Pyramid of needs JULY 2011 pentalog.com 14
  • 15. Search engine optimization What made Uncle G #1? Googles 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. JULY 2011 pentalog.com 15
  • 16. Search engine optimization Personal Searches: Location Time Personal sharing [ego searches] Social Sharing Previous searches JULY 2011 pentalog.com 16
  • 17. Search engine optimization Social Media JULY 2011 pentalog.com 17
  • 18. Search engine optimization 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 JULY 2011 pentalog.com 18
  • 19. Happy SEO-ing! www.pentalog.fr Thank you! pentalog.com