l B f t ti th ti i ti i1 Strategic Analysis Before starting the optimization, i1. Strategic Analysis also about the need of creating ad1. Strategic Analysis also about the need of creating ad

a) Determine the objectives fora) Determine the objectives forb) Check your pages context, bu) y p g ,c) Check your pages and your coc) Check your pages and your cod) Make comparative analysisd) Make comparative analysis) Ch k L di Pe) Check your Landing Pages – m

2 dKeywords are the most important part of a SEO

2 KeywordsKeywords are the most important part of a SEO

d li k ll)2. Keywords sponsored links strategy as well).2. Keywords p gy

Search always starts with a person typing a keywory p yp g y

Marketing + Business + IT need to research to finMarketing + Business + IT need to research to fink d ll d b th t t di tkeywords are really used by the target audience to

Q li k d li ffiQuality keywords = quality trafficy y q y

3 O O ti i ti3 On‐page Optimization ( i lt3. On‐page Optimization (simultaneo3. O page Opt at o (s u a eo

P C d I t l Li kPage Code ‐Internal Linksg• the anchor text mustt e a c o te t ust

linked page‐ URL

linked page.

K d FURLeach page must be created with themain keywords appearing

‐ Keyword Frequencyeach page must be created with the main keywords appearing i it URL • very important criterin its URL. y p

• keywords must be re‐Meta Tags

keywords must  be respamming the searchMeta Tags

meta‐tags are considered by several search engines specially:spamming the search

imeta‐tags are considered by several search engines, specially:• meta tag Keywords the more words in the tag the less

meaning. • meta‐tag Keywords – the more words in the tag, the less 

h d i h• frequencies between

each word is worthy. ‐ Scripts in the Page• meta‐tag Description – determine the text that is shown Scripts in the Page

• use external script fg p

for your page in the search results. • use  external script ffor your page in the search results.

Title Tag ‐ Navigation Menus‐ Title Tag g• avoid javascript or o• must BE the keyword or at least contain the main  avoid  javascript or o

can not be understooimportant keyword of the page. can not be understoop y p g• the keyword must be in the beginning of the title textthe keyword must be in the beginning of the title text.

S b titl T <h1><h2><h3>‐ Sub‐title Tags: <h1><h2><h3>… Page Content• the keywords must be in the sub‐title tags and as near of 

Page Contenty g

the beginning of the phrase as possible.the beginning of the phrase as possible.• Keywords in the tag <h1> is more worthy than in <h2> Relevance• Keywords in the tag <h1> is more worthy than in <h2>, 

that orth more than in <h3> and so on‐ Relevance 

that worth more than in <h3>, and so on. • To be relevant, be re‐ Img Tag • Bad content is poorlyg g

• texts in the “alt” parameter is considered page contentp y

update, no relevance• texts in the  alt  parameter is considered page content.• the keywords must appear in the “alt” text when possible

update, no relevance

W3C Standards• the keywords must appear in the “alt” text when possible. ‐W3C Standards‐ Top of the Page • pages complying to Wp g

• it is a privileged place and considered important by thep g p y gengine friendlyit is a privileged place and considered important by the 

search enginesengine friendly

Flash Contentsearch engines.t i t t k d t t th t

‐ Flash Content• most important keywords must appear as near to the top  • Google “sees” all flas

of the page as possible. be optimized too.p

4 Off O i i i4 Off page Optimization ( i lt4. Off‐page Optimization (simulta4. Off page Optimization (simulta

Sponsored Links Link Baits‐ Sponsored Linksl k h

Link Baits • sponsored  links go where SEO can not: 

Ideaso Testing the best keywords before SEO optimization Ideas o Optimizing for Mistyping  and Misspelling • Make o Temporary Advertisement / Campaigns of, howo Optimizing for many keywords  at once (millions)

,• Interv

o Quickness – the results start just after starting the campaign publiso Highly demanded keywords

p• Build a

‐ Link Building • Write Link Building• The more high ranked inbound links are the better • Run a• The more high ranked inbound links are, the better.

L l th d f tti li k PONTING t• Test so• Legal methods for getting links PONTING to your page : • Be the

o Press Releases • Write o Affiliated Programs

l d h d d f l• Be the

o Be listed in human managed directories‐ Dmoz.org, for example( d f h k ) ( l d k ) &

• Be theo WOMM (Word of Mouth Mkt), SMM (Social Media Mkt) & SMO

( i l di i i i ) i i i i l• Disagr

(Social Media Optimization) – increasing presence in social k li k D l i i Di Y T b

• Write networks links Del.icio.us, Digg, YouTube, etc.Li k B i ( f h i h ) Source: Jimo Link Baits (see frame on the right) Source: Jim 

5 M M i i5 Measurement Monitoring5. Measurement, Monitoring5. Measurement, Monitoringd i i f h f ll i f i l fMeasurement and monitoring of the following factors are essential for contrg g

adjusting the plan when needed The main parameters for measuring areadjusting the plan when needed. The main parameters for measuring arevisited the pages and when; d) how many visits each search engine drove tovisited the pages and when; d) how many visits each search engine drove to

b h b i lby Martha Carrer Cruz Gabrielby Martha Carrer Cruz Gabriel th @ th b / th bmartha@martha.com.br / www.martha.com.br

by martha gabrielby martha gabrielby martha gabriel

t i t k li i l i b t hi h t b ti i d dt is necessary to make a preliminary analysis about which pages must be optimized anddditional specific pages with relevant content to your website businessdditional specific pages with relevant content to your website business.

the optimization (traffic subscriptions sells downloads etc )the optimization (traffic, subscriptions, sells, downloads, etc.)usiness area, determining your competitors websites rank in the search engines, g y p gompetitors relevanceompetitors relevance

k ti d d i l i f i i th b i bj timarketing and design analysis focusing in the business objectives

O strategy (in Keywords x Ranking:O strategy (in Keywords x Ranking:• Ke ord freq enc• Keyword frequency

h h k d h ( d b d• Where the keywords appear in the page (code, URL, body,domain name)

rd!)

• Which tags use them (title, h1, img/alt, etc.)Which tags use them (title, h1, img/alt, etc.)• How they are positioned on the page compared with otherHow they are positioned on the page compared with other

words (top middle bottom)nd out which words (top, middle, bottom)nd out whichfi dfind you. Keywords x Conversion:Keywords x Conversion:

• Generic Keywords tend to attract more traffic• Generic Keywords tend to attract more traffic.S ifi K d t d t tt t i• Specific Keywords tend to attract conversion.

l ith ff ti i ti )usly with off‐page optimization)us y o page op a o )

‐Dynamic Contentt include the keyword  related to the 

y• dynamic pages created on the fly usually can not bet c ude t e ey o d e ated to t e • dynamic pages, created on the fly, usually can not be 

searchable by search enginessearchable by search engines.i h i d ’• create strategies where important pages don’t get 

ria for page ranking. lost inside the databases.p g gepeated the most possible WITHOUT ‐ CMSepeated the most possible, WITHOUT h engines and GUARATEEING the text

CMSCMS th t t h i f i dl URLh engines and GUARATEEING the text  • use CMSs that creates search engine friendly URLs, 

individual pages meta‐tags, compiles pages (instead n 3% and 8% are relatively safe. of creating them on the fly), allows creating internal g y), g

links and template pages manually.iles ( js for example)

links and template pages manually. iles (.js, for example) 

Website Structureother code for creating navigation that

Website Structureother code for creating navigation that od by the search engine crawlersod by the search engine crawlers. 

D i & St t‐ Design & Structure• page depth ‐ isolated pages are less worthy thanpage depth  isolated pages are less worthy than 

pages that link to other pages (outbound links)pages that link to other pages (outbound links).• navigation between pagesmust favor crawlers visit• navigation between pages must favor crawlers visit.

h i t b id d• heavy images must be avoided.• configure properly the robots.txt file.

elevant! • submit your sitemap to the search engines.y written, with no keywords, no 

y p g

Age and Updatingy , y ,e.

‐ Age and Updatinge. • the older a page, the more trustable it tends to be 

time favors ranking.W3C standards usually are search 

g• the page updating pace affects the search enginey the page updating pace affects the search engine 

crawlers visit pacecrawlers visit pace.

W b it I di id l P‐Website versus Individual Pagessh content, therefore Flash files must  • search engines classify each page individually butsearch engines classify each page individually but 

also use their internal links and keywords to classifyalso use their internal links and keywords to classify and categorize the whole websiteand categorize the whole website.

l ith ff ti i ti )neously with off‐page optimization)neously with off page optimization)

are based on 5 types of hooks: a) news; b) opposition; c) attack; d) resources; e) humorare based on 5 types of hooks: a) news; b)  opposition; c) attack; d) resources; e) humor. 

for Link Baitsfor Link Baitsa valuable resource (lists, special reports, history  • Make an interesting picture( , p p , yw to, etc.)

g p• Be the first to research and document something, )

view (e‐mail/phone) prominent people and g

• Make a theme, plug‐in or piece of software( /p ) p p psh it.

, p g p• Make a tool that others can put on their sites but that 

an useful toolp

links to youan interesting article

y• Make a joke about a known persong

 newsworthy ‘event’ such as a contestj p

• Make a resource that is just in time for a major eventyomething new that has not been done before

j j• Write an outrageous theory and back it up with logicsg

e first in doing something on the internetg y p g

• Write useful comments on something that is happeningg gsomething controversial

g pp g• Give something valuable for freeg

e first to write the latest news in your niche • Coin a new acronym in your niche and get people to talk ye first to expose a scammer about itree with an authority • Become an expert in your niche and write valuable some funny humor information

Westergren (http://www jimwestergren com/link‐bait/Westergren (http://www.jimwestergren.com/link bait/

C l & AdjControl & Adjustments, Control & Adjustments, Control & Adjustmentslli h i i i h d i d l d l frolling the optimization process to get the desired results and also forg p p g

: a) page views x unique visits; b) rejection rate; c)which crawlers: a) page views x unique visits; b) rejection rate; c)which crawlersyour pages; e) which keywords brought access to your pages.your pages; e) which keywords brought access to your pages.

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