Search Engine Optimization

SearchSearch EngineEngine OptimizationOptimization

Long term SEO goals can only be achieved Long term SEO goals can only be achieved by meeting Search Engine Criteria.by meeting Search Engine Criteria.

Focused Focused andand ComprehensiveComprehensive

Direct Direct andand InformativeInformative

Recognized Recognized andand RelevantRelevant

Accessible Accessible andand NavigableNavigable

Search Engines give high rankings to sites Search Engines give high rankings to sites that are:that are:

What is ?What is ?

Effective SEO determines the visibility of Effective SEO determines the visibility of your website to Search Engines, or SEs your website to Search Engines, or SEs

Currently, the three leading search providers Currently, the three leading search providers are Google, Yahoo!, and MSN. are Google, Yahoo!, and MSN.

How can your website proactively prepare for How can your website proactively prepare for the ‘next big search engine,’ too?the ‘next big search engine,’ too?

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SEO: A Brief HistorySEO: A Brief HistoryIn the beginning, high rankings in search engines In the beginning, high rankings in search engines (SEs) were easily manipulated and search engine (SEs) were easily manipulated and search engine result pages (SERPs) became littered with result pages (SERPs) became littered with revenue focused campaigning, severely revenue focused campaigning, severely compromising and significantly damaging the compromising and significantly damaging the overall quality of SE services. Quality guidelines overall quality of SE services. Quality guidelines were instituted and, although minimal, a certain were instituted and, although minimal, a certain level of ‘standardization’ began to develop. level of ‘standardization’ began to develop. Although techniques to meet those standards Although techniques to meet those standards change, the goals of enhancing user experience change, the goals of enhancing user experience remain static. Website Visibility Design (WVD) is remain static. Website Visibility Design (WVD) is born.born.

What WVD means now…What WVD means now…

•Search engine policies and technology Search engine policies and technology dictate the structure of effective website dictate the structure of effective website visibility.visibility.

•The best website visibility project is The best website visibility project is long-term focused.long-term focused.

•Site Visibility is the art of designing your Site Visibility is the art of designing your website so SEs can crawl, categorize, and website so SEs can crawl, categorize, and index the information on your site.index the information on your site.

•Comprehensive visibility policies target Comprehensive visibility policies target all SEs, not just one.all SEs, not just one.

The Nine Guides of Site VisibilityThe Nine Guides of Site Visibility

––––SpecificSpecific

––––RelevantRelevant––––OriginalOriginal

––––ResourcefulResourceful ––––

ReferentialReferential ––––AuthoritativeAuthoritative––––

InteractiveInteractive ––––PresentPresent––––Dynamic Dynamic

Your site and its pages should be:Your site and its pages should be:

––––SpecificSpecific

––––RelevantRelevant

––––OriginalOriginal

––––ResourcefulResourceful

––––ReferentialReferential––––AuthoritativeAuthoritative

––––InteractiveInteractive––––PresentPresent––––Dynamic Dynamic

The specifics of a page’s The specifics of a page’s content should be reflected content should be reflected in the three following in the three following elements:elements: URLURL <title><title> <meta="descrption"><meta="descrption">

––––RelevantRelevant





Relevance to a page’s Relevance to a page’s specific topic is specific topic is demonstrated, primarily, in demonstrated, primarily, in two ways:two ways: <h1> and other body tags<h1> and other body tags Linking: internal and externalLinking: internal and external





Original <p> and body Original <p> and body content:content:– Original in context, Original in context,

composition, and grammarcomposition, and grammar– Quoting several unique, Quoting several unique,

relevant references gives a relevant references gives a 'directory' authority'directory' authority

– Direct commentary specifically Direct commentary specifically citing opposing viewpoints citing opposing viewpoints develops 'editorial' authoritydevelops 'editorial' authority




Be Resourceful by offering Be Resourceful by offering usable information.usable information. Collect and display current Collect and display current

information and statisticsinformation and statistics Offer a variety of data Offer a variety of data

sourcessources Other alternative tactics to Other alternative tactics to

distribute hard facts and distribute hard facts and figures.figures.



Reference is the root of all Reference is the root of all authorityauthority One common element to every One common element to every

successful site, across-the-successful site, across-the-board, is effective internal and board, is effective internal and external linking. Don’t be stingy external linking. Don’t be stingy with the link-lovin’! Whether with the link-lovin’! Whether citing your own domain or citing your own domain or another, be sure to reference another, be sure to reference source information and/or source information and/or extending discussion with extending discussion with direct, open links. direct, open links.

––––AuthoritativeAuthoritative


Authority is a measurement Authority is a measurement of originality and relevance.of originality and relevance. Establishing authority is the Establishing authority is the

most time consuming aspect most time consuming aspect of visibilityof visibility

Solid, long-term authority Solid, long-term authority develops naturally, when develops naturally, when done correctlydone correctly

Linking is a primary driver of Linking is a primary driver of authorityauthority


Offer visitors the ability to Offer visitors the ability to directly interact with your directly interact with your company company andand website. website. Search functionsSearch functions Social BookmarkingSocial Bookmarking Form SubmissionForm Submission Company Contact InfoCompany Contact Info User Registration/ProfileUser Registration/Profile

––––PresentPresent––––Dynamic Dynamic

Have an active virtual Have an active virtual presence.presence. Direct public commentaryDirect public commentary Forum participationForum participation News generationNews generation

––––Dynamic Dynamic

Dynamics: Avoid Dynamics: Avoid staleness.staleness. Auto-generating News Auto-generating News

PagesPages Static links to result pages Static links to result pages

on offered search functionson offered search functions Auto-generating content Auto-generating content

such as tickers, feeds such as tickers, feeds (format correctly!), forums, (format correctly!), forums, blogs, and similar blogs, and similar techniquestechniques

Visibility is inter-dependentVisibility is inter-dependent No one factor stands aloneNo one factor stands alone

Visibility is an investment in timeVisibility is an investment in time Effects may take up to six monthsEffects may take up to six months

Visibility is on-goingVisibility is on-going

SEs evolve, grow, and changeSEs evolve, grow, and change

Search Engine Optimization

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