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SEO Basics

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					SEO Basics
Tony Adam
February 25, 2009

YAHOO! CONFIDENTIAL

About Tony Adam - How I got here?
• SEO Manager @ Yahoo! • My Background:
– Technology Consulting, Sales, BizDev, etc. – SEO Evangelism

– Program/Project Management

• Where you’ll find me:
http://tonyadam.com/blog

http://twitter.com/tonyadam

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Yahoo! Confidential

Let’s get some things straight about SEO!

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Yahoo! Confidential

Who is ready for some SEO Hotness?!

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Yahoo! Confidential

Where does SEO start? It’s all in the Research!

• Keyword Research
– Target keywords that make the most sense
– http://tools.seobook.com/keywordtools/seobook/

• Competitive Research
– Look at competitors and what they are targeting. – http://siteexplorer.search.yahoo.com

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Applying the research to your Content

Title Tags

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Applying the research to your Content

Headings (e.g. H1)

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Yahoo! Confidential

Applying the research to your Content

Meta Tags

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Applying the research to your Content

ALT attribute

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Yahoo! Confidential

Applying the research to your Content

URL Structures

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Yahoo! Confidential

URL Structures are extremely important.

Create a Flat URL structure that is short and keyword rich.

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Yahoo! Confidential

Example URL Structures
• Yahoo! Games
– http://games.yahoo.com/ – http://games.yahoo.com/free-games – http://games.yahoo.com/arcade-games – http://games.yahoo.com/board-games – http://games.yahoo.com/card-games – …etc...

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Yahoo! Confidential

Duplicate Content is Bad!

One Piece of Content = One URL

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Yahoo! Confidential

You’ve heard it before, Content Is King!

Create Fresh, Compelling, and Resourceful content.

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Examples of Evergreen and Resourceful content

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UGC Content

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Links are the most important part of SEO

Effective linking creates crawlable web content and provides relevance to search engines.

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Yahoo! Confidential

Internal Linking

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Yahoo! Confidential

It’s a Popularity Contest people!!

External Links are votes from websites telling Search Engines you are Important.

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Yahoo! Confidential

zOMG I <3 Social Media #ponies

Visibility

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Yahoo! Confidential

Which Social Media Site do I target for my audience

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Yahoo! Confidential

Buttons, Widgets, Upvotes!!

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What does the Visibility Translate into?
• Branding & Mindshare • Traffic • Links
– Bloggers, Writers, Journalists look to Social Media for Resources – Links within Content. (BIG + for SEO)

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Why Social Media Matters

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Yahoo! Confidential

Some great resources
• My Blog: http://tonyadam.com/blog (Shameless Self-Promo) • SEOMoz Beginners Guide to SEO http://www.seomoz.org/article/beginners-guide-to-searchengine-optimization • SEO News, Advice, etc.:
– http://sphinn.com – http://searchengineland.com – http://seobook.com

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Yahoo! Confidential

Down the stretch we come!
• SEO requires research of your Audience and Competitors • Site Structure and on-page SEO sets you up for Success
– Title Tags, URLs, etc.

• Content is still King!
• Leverage Social Media for your SEO Efforts:
– Create Compelling content that does well on Social Media and drives links for SEO

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Yahoo! Confidential

THANK YOU!

Tony Adam

Manager, Search Traffic Acquision
Yahoo! Audience Marketing tadam@yahoo-inc.com http://tonyadam.com/blog http://twitter.com/tonyadam (@tonyadam)
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