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									                    20 Easy Tricks to Optimize
                          your Website
                            Presented by Pierre Louis Landry
                                    Landry Solutions


Tuesday, February 1, 2011
                             Note to the readers: Help
           •       20 Easy Tricks to Optimize your website
                 •          This Powerpoint is not meant to be a full guide (or book) on website optimization. If
                            you attended the presentation, you benefitted by my examples and comparisons, as
                            well as my many words of advice using real life situations.

                 •          I covered more than 20 tricks, (actually 32) to improve both your ranking and traffic
                            to your website as well as provided useful tips to have success with your on-line

                 •          Though it maybe easy for a webmaster to work on “source code” and add the missing
                            corrections, some recommendations are time consuming and others require strategic
                            content creation. That’s where Landry Solutions can be helpful for both the hard stuff,
                            the strategy building, as well as the time consuming easy chores I list in this
                            presentation. Atleast with us, you’ll know what we’ll deliver (everything I mention and
                            more...). SEO really isn’t that complicated. SEO success is common sense applied with
                            industry knowledge - knowledge that can be with due diligence and research.

                 •          For assistance on any part of your website optimization or coaching (if you want to do
                            it yourself) please call Pierre Louis Landry 514-913-4033 or

Tuesday, February 1, 2011
            Note to the readers: User guide
           •       The secrets or tricks to SEO can be resumed in 7 strategic functions:

                       •       1. Research Your Keyword Phrases.

                       •       2. Design an SEO-Friendly Website.

                       •       3. Write Unique Page Titles.

                       •       4. Write Focused Content.                                      Trick
                       •       5. Insert Keywords.

                       •       6. Build Keyword-Rich Links.                                     Tip
                       •       7. Find Quality Links.

                 •          I provide details and suggestions using different websites as real life examples. I
                            inserted the Trick logo to identify SEO results, and Tips are more related to website
                            design. The goal is to make your site more Search Engine friendly and improving your
                            ranking or relevance. Some tricks will have minor changes, others have no effect but
                            makes the Search engine crawlers life easier, while other tricks definitely increases
                            your success. On the 32 easy tricks slide (page 5), the 10 items with the Yellow
                            numbers are of greatest importance for ranking.                              LANDRY

Tuesday, February 1, 2011
           •       Introduction: Websites versus Search
                   Engines P7

           •       1) Have an on-line marketing plan P27      •   11) Link Popularity p116

                                                              •   12) Follow design standards p130
           •       2) Tell search engines what is important
                   on each page with Metadata p35
                                                              •   13) Broken Links p138

           •       3) In Search of Keywords p44
                                                              •   14) Site Maps p142

           •       4) Navigation Improvements p69
                                                              •   15) How do you rank?       p145

           •       5) Ranking in Country Specific Search p78
                                                              •   16) Anchor Text p150

           •       6) Site Analytics p85
                                                              •   17) What makes top ranking p152

           •       7) Directories p91
                                                              •   18) Testing and Monitoring p156

           •       8) Images p99
                                                              •   19) Who can you trust? p166

           •       9) Content is King p106
                                                              •   20) Conclusion p170

           •       10) Get position 1 - 2 - 3 p112

Tuesday, February 1, 2011
     20 33 Easy Tricks to Optimize your website
                                                                  •   17) H Tags (Headers) p85

 •       01) Give search engines text to read p22
                                                                  •   18) List in directories p93

 •       02) Forget cool, think usefulness p28
                                                                  •   19) List with search engines p97

 •       03) Create a website with purpose p30
                                                                  •   20) Keywords in image “Alt” files p104

 •       04) What our team players can do for you p32
                                                                  •   21) Create quick loading pages p105

 •       05) Improve page titles, keywords in <title> tag p38
                                                                  •   22) Have high quality, unique content p108

 •       06) Keywords in URL (titling) p39
                                                                  •   23) Frequency of content change p108

 •       07) Describe each page p41
                                                                  •   24) Get position 1-2-3 with multiple pages p111

 •       08) Meta data = your focus p45
                                                                  •   25) Create outbound links p114

 •       09) Keywords page identification and ranking order p48
                                                                  •   26) Create inbound links p118

 •       10) Know your top-level keywords for your industry p51
                                                                  •   27) Create inbound links from .edu & .gov p120

 •       11) Start your keyword analysis p53
                                                                  •   28) Name internal, inbound and outbound links p123

 •       12) Focus on niche keywords p63
                                                                  •   29) Local listings p130

 •       13) Keyword proximity p64
                                                                  •   30) Follow website design standards p132

 •       14) Keyword prominence and relevance p67
                                                                  •   31) Fix or remove broken links p140

 •       15) Placing keywords throughout your site p68
                                                                  •   32) Submit site maps p144
 •       16) Host in targeted country p80
                                                                  •   33) Write anchor text p152

Tuesday, February 1, 2011
                      Anyone can create a website

                            •   From High school students to free templates

                            •   What is not easy is building a successful
                                business with it. 

Tuesday, February 1, 2011

                Websites versus Search Engines


Tuesday, February 1, 2011
                Why did you create a web site?
           •       Be Open For Business 24 hours a day    •   Brand recognition / organizational image

           •       Expand your trading area - Global      •   Impeccable customer service
                                                          •   Online presence - in step with your
           •       Give Information about your business
                   without having to tie a staff person
                   - Reduce staffing costs                 •   Provide an alternate purchasing method

           •       Improve your company's image or        •   Reach customers that speak a foreign
                   brand                                      language

           •       Save on postage and printing costs     •   Showcase your work

           •       Unlimited low cost advertisement       •   Specials

           •       Improve communications                 •   Test and try new ideas

                                                          •   Create trust

Tuesday, February 1, 2011
               Ultimate purpose of the website

                    •        Ultimately, users visit
                            your website for its
                    • Everything else is just the
                            backdrop of little

Tuesday, February 1, 2011
                                  Communication Tools:
                                         Are you a “forward thinker”?

           •       When did your employer get their first....
                 •          PC (IBM Home computer) to do quotes, accounting, powerpoints
                            (1981) and replace the typewriter.

                 •          Fax machine to send quotes, documents, pamphlets

                 •          Cel phones “in cars” (become wide-spread in 1985).

                 •          Laptop computer (1992)

                 •          A Website (1995 American government releases control of internet
                            and WWW is born - making communication at lightspeed.)

                 •          An Optimized Website

                       •       Next big technology “Tablet mobile devices” iPad & Android

Tuesday, February 1, 2011
                                Happy 20th anniversary
                                But this is your search engine competition.

                    •       First website and search engines appeared in the
                            scientific community 1990-91

                    •       Today your website competes with:
                            •   109.5 million Websites (as of May 2010)

                            •   25.21 billion pages (estimated March 2009)

                            •   250,000 new pages a day

                            •   One trillion unique URLs.

                                •   July 25, 2008, discovered by Google software engineers Jesse Alpert and Nissan Hajaj

                            •   112 million Blogs

                                •   December 2007, blog search engine Technorati was tracking more than 112 million blogs

Tuesday, February 1, 2011
          Close to 2 billion internet surfers
                            or 30% of the population

Tuesday, February 1, 2011
                            2010 Browser Stats

Tuesday, February 1, 2011
                                                Search Engines

                    •       The following list runs down the world’s most popular search sites, based on
                            one month of searches during 2005 — 4.5 billion searches — according to a
                            Nielsen/NetRatings study. These statistics are for U.S. Internet users:

                    • 46.2%

                    • 22.5%

                    • 12.6%

                    • 5.4%

                    •       My Way	


                    •       Ask (AskJeeves) 1.6%

                    • 1.6%

                    •       iWon 0.9%

                    •       Earthlink 0.8% DogPile 0.9%   Others 5.3%

Tuesday, February 1, 2011
                            Search Engine Competition

    Live Search - MSN - Yahoo (2012 deal)
                    = Bing

Tuesday, February 1, 2011
                            What is Googlebot?
                                 •   Googlebot is Google's web
                                     crawling bot (sometimes also
                                     called a "spider").

                                 •   Crawling is the process by which
                                     Googlebot discovers new and
                                     updated pages to be added to
                                     the Google index.

                                 •   Google’s SERP’s (search engine
                                     results pages)
Tuesday, February 1, 2011
                            Internet User Habits
                    •       Users spent the same amount of time on-line than
                            watching TV

                    • 80% Over 80 percent of allsearch engines visit
                      sites they have found through
                                                    Internet users
                                                                                            (such as
                            Google, Bing, and Yahoo).

                    • 90% percent won’t look past the 20th listing.
                            •   Only 16% of Google searchers look beyond the first two pages of search

                    •       More interested in the Organic                       results
                            than in the sponsored listings.
Tuesday, February 1, 2011
                            How do we find your site?
            URL (Uniform Resource Locator; “Web site address”)

                 • 1) Customers already knows you

                 • 2) Search engines -Google 60% of all searches
                       •    A) To find your site or

                       •    B) Discover you

                       •    C) Opinions about you

Tuesday, February 1, 2011
                            Website Service Providers
                    Role                              Goal                         Result
        Website Designer                 Optimizing User Experience (GUI)          Great looking site
          (graphic artists)                     and Image branding

                                                                                   Earlier (or higher)
                                          Optimizing the site or pages for
                                                                                    page results and
                                               Search Engine visibility
                    SEO                                                              more frequent
                                         via “natural” or un-paid (“organic”
                                           or “algorithmic” search results
                                                                                  -Search friendly sites

                    SEM                 Promotes the site for Search Results
                                                                                    Top page listings
          Pay per click advertising   Pages via SEO, paid placement, contextual
                                                                                       and visits
                                            advertising, and paid inclusion

Tuesday, February 1, 2011
                              Why optimize your site?

                 • 1) When the customers don’t know you, it’s
                            the search engines which finds your site

                 • 2) Increases traffic to your site if you are
                            relevant to the requested search words

                 • 3) Increase long visits (stickiness)
Tuesday, February 1, 2011
                               Why optimize your site?
                 •          SEO is about showing search engines valuable
                            information that they should suggest to their clients as
                            being useful

                       • You see                        Search Engines see

Tuesday, February 1, 2011
   Trick 1
              Give Search engines text to read

                    • Here are some potential problems:
                            •   Having a (usually pointless, and irritating) Flash
                                intro on your site. Eliminate them.

                            •   Embedding much of the text on your site into
                                images, rather than relying on readable text

                            •   Banking on flashy visuals to hide the fact that
                                your site is light on content

                            •   Using the wrong keywords

Tuesday, February 1, 2011
                                               SEO goal
                    •       SEO is all about getting higher ranking (listing) for
                            your pages.
                            •   Search engine optimization affects only organic search results, not paid
                                or "sponsored" results such as Google AdWords.

Tuesday, February 1, 2011
         Organic (or Natural) versus Paid-For results

                    •       Maximizing your site to
                            perform well in the
                            natural or organic listings.
                                                                         33% Perceive
                                                                        top rankings as a
                    • Target:                                           major brand/player
                            •   Rank high naturally                       *iProspect search engine branding
                            •   Be featured within the AdWords
                                listings because two listings on page
                                1 of Google are always going to
                                look stronger than a single one.

Tuesday, February 1, 2011
                  42% Buying decisions web influenced
                     •      In 2009, Forrester found that 42 percent of all
                            retail purchases, worth $917 billion, were
                            influenced by the Web in some way.

                     • By 2014, that figure is likely to jump to 53

Tuesday, February 1, 2011
                            Research suggests...

                            Only   7% of websites employ any
                                Search Engine Optimization

                            Maybe that’s why your doing ok today, but you may

Tuesday, February 1, 2011
                             Have an on-line
                            Marketing Strategy

                            What focus is your web site?

                               Information          Communications

                                        Entertainment                LANDRY

Tuesday, February 1, 2011
    Trick 2
                                Forget Cool, Think Useful
                    •       The best sites portray quality.

                            •    The primary component of quality is      Usability.

                    • Become an authority                                          in your industry

                            •    Increases visibility on search engines

                    •       If you have a Flash Home Page it is considered SEO suicide. Spiders
     Tip                    don’t index content of Flash movies, so don’t forget to give it an alternative
                            textual description.

Tuesday, February 1, 2011
                                          Is your site useful?
              •       The more useful your site is, the greater the chance of
                    •       The more people talk about your site, the more likely journalists are to write about
                            it, the more likely it is to be mentioned on radio or TV, the more people will link to
                            it from their Web sites.

                            •   Search-engine marketing and non-search- engine marketing are both important because either form of
                                Web site promotion can lead to more links pointing to your site.

              •       Becoming Useful
                    •       Is your site a location to download industry white-papers, technical sheets,
                            comparison charts, cool links to respected sites or authors, industry calendars, top
       Tip                  10 reasons to buy..., opinions, recent powerpoint presentations, samples of your
                            work, case studies, on-line registration, rebate coupons, deal of the month,
                            contests, recommended accessories, helpful Tips, etc... (This is where you may want to call me
                            to work together for strategy).

                    •       If your website is the standard Home, About Us, Products, Services, and Contact,
                            chances it’s boring and you’re not giving anyone reason to return to your site and
                            you’re not attracting new visitors via reputed links. Why would someone suggest
                            you as an “connoisseur” in anythings?
Tuesday, February 1, 2011
    Trick 3
            Create a Website with purpose?
           • Four distinct mandates:
                 •          1) Your Customers

                       •      Continued business, facilitate document distribution & answer

                       •      Do you guys do....

                 •          2) Potential customers

                       •      New business, corporate portfolio, valuable assets (content)

                 •          3) Suppliers / Partners

                       •      Are you the right team player?

                       •      What are you doing for us?

                 •          4) Your employees

                       •      Appreciation (being noticed for what they bring the company)

                       •      Salesmen tool (it’s your corporate brochure, make sure salesmen guides customer on it’s use).

Tuesday, February 1, 2011
                            Did he just say employees?
                    • Our people make the difference!
                     • Prove it.....


                    • For the salesmen:
                            •   Go to our web site to find/for....... everything
                                (It’s a sales tool, use it)
Tuesday, February 1, 2011
    Trick 4
                       What our Team players can do for you

           Small team,
           huge talent

        Shows the
       personality of
       the company

      -we are human

Tuesday, February 1, 2011
                                        You’re Open 24/7
                   • Essential Rule of Web Success
                            •   “Make your site useful and then tell
                                people about it.”
                                •   Amazon’s success was not about finding them on a search engine. It was
                                    due to the press they got. Users go directly to it.

                            •   Create a long-term traffic solution for your
                                business (Engage in your industry).

Tuesday, February 1, 2011
                • Why would your target audience come
                        to your site.

                            •   Come up with ideas about what features and information might be useful
                                to them.

                            •   Come up with a lot of link pages, providing a directory of sorts for people
                                in your industry.

                            •   Consider using discussion groups and chat rooms as a way to build
                                community and pull the crowds into your site.

                            •   Create a huge repository of information to attract a particular type of

                            •   For some businesses, maybe you really need a cool and entertaining site.

                                •   ex.VJ services, Cirque du Soleil, entertainer, photographer, etc...

Tuesday, February 1, 2011
                       Tell search engines what is
                      important on each page with


Tuesday, February 1, 2011
                            Domain names (your URL):
                            What does do?

                    • Does your web site have to be your
                            company name?
                            •    Your domain name should incorporate
                                 your key deliverables.
                                • is seen as one word not individual words
                                • should come up more often in search


Tuesday, February 1, 2011
                                Your site’s First Words

                    •       A title tag tells both
                            users and search engines what the
                            topic of a particular page is. The
                            <title> tag should be placed
                            within the <head> tag of the
                            HTML document.

                    •       Ideally, you should create a unique
                            title for each page on your site.

                    •       Page title contents are displayed in
                            search results

                    •       Have around 40 to 60 characters
                            between the <TITLE> and </
     Tip                    TITLE> tags (including spaces)
                            and, perhaps, repeat the primary
                            keywords once.

Tuesday, February 1, 2011
    Trick 5
                Improve page titles, keywords in <title> Tag
                            •       Great opportunity to re-enforce your brand name :
                                •     Since our good friends at CEV were the first to show up for the “All Access Show 2011” in a Google Canada search, due to
                                      good marketing web practices, I will occasionally use their website as an example during the presentation

                                •     Their Title “Welcome to CEV” for the opening page should have been:

                                •     “CEV, Leader in multimedia technologies”

                                •     Stay away from “Welcome to”

       Actually every manufacturer can claim this

       Could consider something in the line of:

       Leading provider of multimedia solutions for
       production, post-production and your office
       needs :)

Tuesday, February 1, 2011
    Trick 6
                                Keywords in URL (titling)
                    •       You should try to have keywords in your URL
                            •   Keywords in URLs help a lot, but make sure they are also part of the page.

                                •   Do not use excessive keywords like"baseball-cards-baseball-cards-baseballcards.htm"

                    •       URL Length
                            •   Generally doesn’t matter, but too long, you could be considered a spam

     Tip                    •   So avoid having more than 10 words (3-4 for the domain name and 6-7 for the
                                rest of the address is acceptable).

                    •       Consider using punctuation in your URLs.

     Tip                    •   We recommend that you use hyphens (-) instead of underscores (_) in
                                your URLs. as well as files. It also help Search Engines

                                •   The URL is much more useful to us than http://

Tuesday, February 1, 2011
                                             Title mistakes
                    • Avoid:
                            •   Choosing a title that has no relation to the content on the page

                            •   Using default, generic or vague titles like "Untitled" or "New Page 1"

                            •   Using a single title tag across all of your site's pages or a large group of

                            •   Using extremely lengthy titles that are unhelpful to users

                            •   Having deep nesting of subdirectories like ".../dir1/dir/dir/dir4/dir5/dir6/
                                page.html" using directory names that have no relation to the content in

                            •   Having pages from subdomains and the root directory access the same
                                content - e.g. "" and ""

                            •   Using odd CAPITALIZATION of URLs - many users expect lower-case
                                URLs and remember them better

                            •   Using lengthy URLs with unnecessary parameters and session IDs

Tuesday, February 1, 2011
    Trick 7
                                 Describe each page
                               Use the meta description tag

                    •       If you don’t use the meta description tag, then
                            your forcing the search engines to invent one for

           Google described it as

             It should have been

Tuesday, February 1, 2011
                             Meta Description = your
                            • Summaries can be defined for each page
                              •      A page's description meta tag gives Google and other search engines
                                     a summary of what the page is about.

                              •      Keep it short, but descriptive of what’s on the page

                      In most cases these days, the major search engines usually don’t use the DESCRIPTION tag to provide the
                      description in the search results. Instead, they typically find the search words in the page, grab a snippet of
                      information from around the words, and use that as the description.
                      (In some cases, Google and MSN may grab the description from the Open Directory project, while Yahoo!
                      may use the description from the Yahoo! Directory.)

Tuesday, February 1, 2011
                             Meta Description = your
                            • Avoid
                             •   writing a description meta tag that has no relation to the content on
                                 the page

                             •   using generic descriptions like "This is a web page" or "Page about
                                 baseball cards"

                             •   filling the description with only keywords

                             •   copying and pasting the entire content of the document into the
                                 description meta tag

                             •   using a single description meta tag across all of your site's pages or a
                                 large group of pages
     Tip                     •   Note: Create a keyworded description of up to 250 characters including spaces. W3C
                                 doesn't specify the size of this description meta tag, but almost all search engines
                                 recommend it to be shorter than 155 characters of plain text.

Tuesday, February 1, 2011
                     In Search of Keywords


Tuesday, February 1, 2011
    Trick 8
                      Meta Keywords = your focus
                                           Except for Google, it’s dead

                            •   <meta name="keywords" content="keyword1,
                                keyword2....." />
                                •   Google might ignore the keyword meta tags but other search engines
                                    don't. You should place your main keywords along with popular
                                    variations on the homepage. In the inner pages, you should place the
                                    main keywords along with something specific about the page. Don't
                                    copy the same tags over different pages.

                                •   The keyword tag is useful in dynamic websites where content is
                                    continuously changing. This way,Yahoo, MSN and other search
                                    engines can use this tag to get an indication of the nature of the page.

                            •   Some websites, have no keyword tag on any
                                page except the homepage.
                                •   This is because they are static and already contain enough keywords
                                    in the content for indexing. Googlebot will scan your content.
Tuesday, February 1, 2011
                            Keyword stuffing

                            • The keywords attribute, was often
                               unreliable and misleading, and at
                               worst, used to draw users into spam
                              • September 2009 Matt Cutts of Google announced that they
                                  are no longer taking keywords into account whatsoever.

                              •   However,Yahoo! still makes use of the keywords meta tag in
                                  some of its rankings.Yahoo! itself claims support for the
                                  keywords meta tag in conjunction with other factors for
                                  improving search rankings

Tuesday, February 1, 2011
                                     Meta Keywords
                            •   In the old days you could have up to 1,000

                            •   Today, limit it to 10 to 12 words

                            •   You can use commas or a space (you don’t have
                                to use both)

                            •   Make sure the most of the keywords in the tag
                                are also in the page body

     Tip                    •   Don’t use the same KEYWORD tag in all your
Tuesday, February 1, 2011
    Trick 9
             Keywords page identification and
                    Ranking Order
                            •   When considering ranking order, the search
                                engine considers whether the keyword or
                                phrase is in:
                                •   Bold text

                                •   Italicized text

                                •   Bulleted lists

                                •   Text larger than most of the other text on the page
                                •   Heading text (<H> tags)

Tuesday, February 1, 2011
                                              In search for Keywords
                                Relevance: Can I relate to you
                            •    If a search engine can’t relate your Web site to
                                 the words that someone searches for, it has no
                                 reason to return your Web site as part of the
                                 search results.
                                •   As Woody Allen once said, “80%      of success is
                                    showing up.”             If you don’t play the game, you can’t win.
                                    And if you don’t choose the right keywords, you’re not even showing
                                    up to play the game.

                            •    Understanding how to search helps you
                                 understand the role of keywords.

Tuesday, February 1, 2011
                                                 In search for Keywords
                            Knowing how do you rank?

                    •       1) Type in your site name (address) but
                            no www, nor .com

                            •   What page are you on?

                            •   How many results?

                    •       2) Now type in your best selling
                            product, service , or industry

                            •   What page are you on? (referring to your
                                company and the service/product.

Tuesday, February 1, 2011
    Trick 10
                 Know your top-level keywords
                        for your industry
                  • How competition ranks?
                                •   No matter which search term I choose, my competitor is
                                    always #1 and I’m not even on the first page. How can I

                            •   There are top-level keywords in every

                                Know the top-level
                                keywords for your industry.

Tuesday, February 1, 2011
                                             In search for Keywords
                            What are your Keywords?

                            •   What are the top three keywords that you think
                                are important to your site?

                            •   Now create a list of 10 keywords that are the next
                                most important in the list (as far as you’re
                                •   These are the niche words, the important words; these words will make
                                    you rich.

Tuesday, February 1, 2011
       Trick 11
                                         In search for Keywords
                  Starting Your Keyword Analysis

                            •   Identifying the obvious keywords

                            •   Looking at your Web site’s access logs

                            •   Examining competitors’ keyword tags

                            •   Brainstorming with colleagues

                            •   Geo-specific terms

                            •   Your company name

                            •   Other companies’ names and product names

Tuesday, February 1, 2011
                               Know your customers
                                      Keywords: Go niche. Be Specific

      Tip                   • Determine exactly what your ideal buying
                              audience is searching for.
                             •       Toys’R’Us -Generic words don’t work: Toys
                                 •     We optimized our site on the specific, not the generic—Suddenly we
                                       were enjoying more traffic and, more important, a higher conversion
                                       ratio. In simple terms we were attracting the right sort of customer
                                       who was interested in our offering, and more of those customers were
                                       committing to purchase.

                                 •     Your customers are special

                                      •   in that they require extra attention and

                                      •   unique in that they really do think for themselves

                                 •     Don’t force them in to a specific category
Tuesday, February 1, 2011
                                                   In search for Keywords
                                Try a Keyword Assistant

                    •       Google offers this tool if you’re sign up for its
                            AdWords program

                    •       Free version: Go Yahoo’s Keyword Assistant; http://

                            •   Type in the keyword you are interested in tracking. The clever thing about
                                Keyword Assistant is that it also returns related results; this means that a single search can return
                                a lot of serious data about the keywords you were interested in exploiting and, often, keywords
                                you weren’t.

Tuesday, February 1, 2011
                                    In search for Keywords
                             Try a Keyword Assistant

                    • KeyWord Discovery (ex-Overture
                            Keyword Suggestion)

Tuesday, February 1, 2011
                                             In search for Keywords
                              Try a Keyword Assistant

                    • Keyword Research Tip
                    •       When doing keyword research, do you often see short, meaningless looking
                            acronyms in your lists? People often search with jargon or short forms
                            that may be specific to their industry.

                            Try using the tool to unscramble the
                            correct industry-related meaning.

                            EXAMPLE: Try entering the term: SEO
                            You might be surprised at how many different phrases this term relates to
                            out side of Search Engine Optimization.

Tuesday, February 1, 2011
                                                  In search for Keywords
                                          Finding Keywords

                    •                           -Charges based on how long you
                            want to search (keeps records for past 60 days) Fees: Day $8, Week $25,
                            Month $50 and Year $250 approx.

                    •       Enter a keyword or a phrases you are interested in and see what turns up.

                            •   Wordtracker will show you how many users searched for that word today and what the
                                competition is like for your selected keyword or phrase—and give the results a numerical score,

                                known as a KEI or keyword effectiveness index, so that you will know instantly whether you
                                are one of few or one of many competing for a keyword.

                            •   A KEI of more than 300, which means a word is a popular keyword with very little competition;
                                any score of more than 50 is well worth optimizing.You should focus your marketing attention on
                                these words.

Tuesday, February 1, 2011
                                             In search for Keywords
                                       Finding Keywords

                    • -Free (was free)
                    •       Nichebot takes its data from both Yahoo and
                            Wordtracker; it then merges the information and
                            displays the results accordingly.
                            •   Nichebot uses its own algorithm to display the data, and a good score on
                                Nichebot is a very low number, as opposed to the opposite system used
                                by Wordtracker.

                                    Do this exercise over time because
                                    search patterns change over time.
      Tip                           Example Britney Spears being replaced by Lady Gaga
Tuesday, February 1, 2011
                          Who’s cares about Google,
                     my target audience is more important?

                    •       Google Search engine or your user?

                            •       Your end user comes first

                    •       E-Commerce (dynamic sites) and session IDs
                            •   Google hates indexing session IDs (what identifies returning customers
                                for personalized treatment). Googlebot ignores a page when it spots an
                                “&” in the address

                            •   E-Commerce with enormous database of products (hundreds become
                                thousands once you ad colour, size, options, delivery options, etc.

                                •     May want to consider “cloaked” pages - a page that Google sees as being different that what
                                      the general public sees

Tuesday, February 1, 2011
                                              In search for Keywords
                   Keywords -What am I looking
                    • Finding key phrases to attract potential
                             customers is critical.
                            • Most businesses that decide to trade on the Internet establish
                                themselves offline first. They have created a brand and try to replicate
                                that brand online. But a brand is nontransferable as is.You have to work
                                on building both an offline and an online presence.

                            •   Example: Marlene + Cakes = as Number 1

                            •   But if you don’t know Marlene, users will search “cake”, “Wedding cake”,
                                “birthday cake” and no where does Marlene show up.

                            •   Some keywords are incredibly competitive: mortgage, insurance,
                                attorney, real estate, and so on, are highly competitive, with millions of
                                people wanting some of the action.

Tuesday, February 1, 2011
                  Keywords - Refining my search

                    • Search key phrases (terms) in quotation
                            marks, like this: “staging specialists” .
                    •       This time Google searches for the exact phrase, and comes back with a
                            different number.

                    •       Google ignores all the pages with the words scattered around the page, and
                            returns only pages with the exact phrase.

Tuesday, February 1, 2011
    Trick 12
              If your keywords are very competitive, look
                 for keywords that aren’t so sought after
                            •   Go local.
                                •   One common strategy is, of course, to focus on local keywords. If
                                    you’re a real estate agent, don’t target real estate. Instead, target real
                                    estate in your area: denver realtor, chicago real estate, dallas homes
                                    for sale, and so on.

                            •   Focus on more specialized search terms.
                                •   A realtor might target traffic on keywords related to commercial real
                                    estate, or condos, for instance.

                            •   Incorporate spelling mistakes.
                                •   Some realtors target the very common misspelling realator.

                                •   It will get you more visitors, but you don’t look professional

Tuesday, February 1, 2011
    Trick 13
                                   Keyword Proximity

                    • Do you sell or provide the information or
                            product I am looking for?
                            •   Get to the point in the first paragraph.

                            •   Focus your attention on your keywords.

                            •   It should be rich in keywords and phrases,
                                direct, clear, and constantly calling the user to

Tuesday, February 1, 2011
                            Keyword Prominence and

                    •       The top 25 percent of the page and the very
                            bottom of the page are the most important parts.
                            •   This is not to say that everything in between is ignored—far from it—
                                but Google wants to see prominence given to the critical or key words
                                and phrases by which you are looking to be ranked.

                            •   Start selling product both to the user and to Google. Let them all know
                                that you mean business.

Tuesday, February 1, 2011
                                         Keyword density

                    •       You should be looking for a density of about 4
                            •   which means that for every hundred words of text on your page, you
                                should mention your keyword four times.

                            •   Stick with this rule and the spiders, the bots, the crawlers, and even the
                                human users will regard your content as strong.

                                   4% Keyword page density
                                              is strong content

Tuesday, February 1, 2011
    Trick 14
                            Keyword Prominence and
                    •       Keywords at the bottom of each page
                            •   Does your page taper off with a couple of halfhearted links to the
                                privacy policy and a copyright statement?

                            •   Or does it include the pertinent navigational options repeated as text-
                                only links that will add both to the user’s ability to continue navigating
                                your site and to Google’s ability to notice yet another reference to a
                                certain type of T-shirt, thus helping you to rise up in the rankings because
                                of relevance and prominence?

Tuesday, February 1, 2011
    Trick 15
                      Placing keywords throughout
                                your site
                    •       Suppose that someone searches for LCD Monitors
                            and the search engine finds two sites that use the
                            •   One site has a single page in which the term occurs,

                            •   and the other site has dozens of pages containing the term.

                    •       Which site will the search engine think is most
                            •   The one that has many pages related to the subject, of course.

Tuesday, February 1, 2011


Tuesday, February 1, 2011
                    •       Make it easy and logical to explore your site
                            •   JavaScript looks nice but Google can’t see it.

                            •   Graphical representations of buttons look great, but Google can’t read it.

                    •       Keep navigation consistent throughout a site to
                            promote familiarity and ease of use,
                            •   Make sure you have a site map.

                            •   Consider a “bread crumb” navigation menu, showing customers where
                                they are.

                            •   The third click should be a purchase or contact page

Tuesday, February 1, 2011
                                Navigation Best Practices

                    • Use mostly text for navigation
                            •   Controlling most of the navigation from page to page on your site
                                through text links makes it easier for search engines to crawl and
                                understand your site.

                            •   Many users also prefer this over other approaches, especially on some
                                devices that might not handle Flash or JavaScript.

                            •   Use Keywords in your navigation menus as much as possible

                            •   HOME & INDEX means nothing to search engines

Tuesday, February 1, 2011
                                Web searchers are lazy
                                                            3 Click Rule

                    •       You have 3 clicks to give them what they were
                            looking for.

                    •       Consider adding a Search engine to your web site.
                            •   You can download Enterprise Solutions from
                                enterprise/ enterprise_search.html.

Tuesday, February 1, 2011
                                  Menu structures =
                                 Navigational systems
                    •           Sitemap.
                            •    This page links to the different areas of your site, or even to every page
                                 in the site.

                    •       Table of Contents or Index page.
                            •    You can sort the page thematically or alphabetically.

                    •       Navigation bars.
                            •    Most sites have navigation bars these days.

                    •       Navigation text links.
                            •    Little links at the bottom of your pages, or along the sides, can help
      Tip                        people find their way around . . . and the search engines, too.

Tuesday, February 1, 2011
                                 Menu structures =
                                Navigational systems
                    •       Adding simple text links near the top, rather than
                            the bottom, of the page.
                            •   Users with slow connections see these links quickly, and search engines
                                are sure to find them. (Sometimes, on large and complex Web pages,
                                search engines may miss links at the bottom of the page.)

                            •   Long links that explain what the referenced page is about are a great
                                thing not only for visitors but also for search engines. By using keywords
                                in the links, you’re telling the search engines what the referenced pages
                                are about.

                            •   You also have a problem if all the links on your site are on image buttons
                                — search engines can’t read images, so image buttons provide no
                                information about the referenced page.You can’t beat a well keyworded
                                text link for passing information about the target page to the search
Tuesday, February 1, 2011
                                    Browser compatibility

                    •       Not everyone uses Google

                            •   Test your pages (web site) on
                                •   Safari (MAC)

                                •   Firefox (Mozilla)

                                •   Netscape

                                •   Opera

                     - If it looks weird, users aren’t going to stick around
                     - Use CSS style for your fonts. Everyone knows how
                                         to reproduce it.
Tuesday, February 1, 2011
                         JavaScript Intolerance
                      Roll-over navigation graphics

                    •       JavaScript makes navigation sexy
                            •   All that funky navigation and all those roll-over graphics are wholly
                                dependent on JavaScript. Google recognizes how sexy JavaScript can be
                                but also recognizes in its benevolent heart that it might not be accessible
                                to every visitor (those too lazy or ignorant to download JavaScript

                    •       Google will always penalize JavaScript heavy sites
                            •   unless you have the foresight to incorporate a pure HTML or XML site
                                map, accessible from the home page, that will allow Google to index the
                                entire site regardless of the implementation of JavaScript.

Tuesday, February 1, 2011
                                  JavaScript Intolerance
                    •       An HTML cookie is nothing more than a packet of
                            text sent by the server (along with the page being
                            served up) that immediately is sent back to the

                            •   What it does is allow the site to remember a
                                customer’s behaviour, patterns, and actions.
                            •   Google can’t and won’t process cookies and therefore cannot access
                                these “members only”pages. Worse, Google won’t give you the benefit of
                                the doubt—it will assume that you are em- ploying cloaking techniques
                                (i.e., one page served up to human users and another served up to
                                Google). As far as Google is concerned, this is inherently wrong, and its
                                reaction is to penalize the site. Avoid cookies where you can.

Tuesday, February 1, 2011
                            Ranking in Country
                              Specific Search
                            -Engines & Website Host Location

Tuesday, February 1, 2011
    Trick 16
                                Host in targeted country:
                                      Your ip home
                    •       For SEO, Location is important
                            •    Search engines like to bring relevant results to a user, not only in the
                                 area of keywords and sites that give the user exactly what they are
                                 looking for, but also in the correct language as well.

                            •    Consider that many search engines, including Google, will determine
                                 country not only based on the domain name (like .ca,
                                 or, but also the country of a website's physical location
                                 based upon IP address. Search engines are programmed with
                                 information that tells them which IP addresses belong to which
                                 particular country, as well as which domain suffixes are assigned to which

Tuesday, February 1, 2011
                            Top-level domains (TLDs)
                    •       Everyone wants a .com
                            •   For every success story about a .tv or .bz, there
                                are 500 stories for .com

                    • Doing business only in Canada:
                            •   get a .ca and host your site in Canada. (Google
                                will favour you in your country).

                    •       International appeal
                            •   Manufacturers selling around the world get
                                a .com,

                            •   but if you have a county specific site like France
                                get a .fr and host in France, UK get .uk and host
                                in ....
Tuesday, February 1, 2011
                                         Multilingual sites

                    •       In Canada we easily deal with both English and

                    •       US can consider English and Spanish

                    •       How about other countries?
                            •   make them country specific and hosted in that country

                            •   Get the local team manage their content.

                            •   Register for Google Analytics for hosted country site (spain is es)

                            •   Are your competitors offering multi language sites? Maybe be you’ll be
                                the first?

Tuesday, February 1, 2011
                                Location management
                            Example: All Access Show
                                                  Searching “All Access Show”

                                                 Standard Google (.com),
                                                      we came out 5th

                                                    Canada only Google,
                                                      we came out 7th

                                                 Not really, a news article from
                                                 Burnside News 2009 came out.

Tuesday, February 1, 2011
                            Location management
                Example: All Access Show 2011
                                            Searching “All Access Show 2011”

                                                Standard GOOGLE,
                                                we came out 1, 2, and 3

                                                Canada only Google,
                                                  we came out 7th

                                            But from an exhibitor’s site CEV

                                              After 3 weeks of operation

Tuesday, February 1, 2011
    Trick 17
                         H Tags
              (Headers H1,H2, H3 and so on)
                    •       H tags are the way you tell the search engines
                            that this “H” (header) is worth paying attention
                            to. It’s like making a sentence bold; it gets

                    •       Though you may have altered the text physically
                            to be bold or italic or presented it in a larger
                            font, Google ignores this because it’s cosmetic.
                            It’s looking for H tags, and your job is to list them
                            in order of relevance. If more than six, ditch the

                    •       Equally, if there’s only one major topic or point
                            to the page, add your H1 tag but don’t be
                            tempted to add others for no real reason.

Tuesday, February 1, 2011
                            Site Analytics


Tuesday, February 1, 2011
                                 Understand your stats

                    •       Stats about;
                            •   your site

                            •   your traffic

                            •   your users

                            •   where they come from (Want to know which country your visitors are
                                coming from? Check out

                            •   what they do on your site

                            •   where they go afterwards

                    •       Google Analytics is great for Google searches but
                            not everyone uses Google. Use 3rd party services such as
Tuesday, February 1, 2011
                     Importance of server log files
                    •       Start reading your server log files
                            and actually try to make sense of
                            •   Look out for named robots such as
                                Googlebot and WebCrawler and see what
                                happened when they visited.

                            •   What pages were accessed?

                            •   How long did the robot spend on the site?

                            •   Most important, what pages were not

                                •   This will show you whether there are any holes in your
                                    navigation and site map and allow you to rationalize the
                                    site to be both user- and robot-friendly.

Tuesday, February 1, 2011
               Stats for other sites than Google
                      •     Google Analytics gives stats. for Google searches and
                            won’t give you info for other search engines.

                      •     StatCounter ( provides
                            performance overview from other search engines
                            such as AltaVista, Askjeeves and Yahoo.

                      •     You won’t get exit page analysis from Google.

                            •   This simply tracks the last page a visitor was reading before he or
                                she decided to abandon your Web site

                            •   One would hope that the highest-ranking exit page would be your
                                “contact us” page—indicating that the user has gleaned the
                                information required and then found your contact details and
                                either e-mailed you or picked up the phone.

Tuesday, February 1, 2011
                            I already have thousands of

                    •       Hits:   A hit refers to each file sent by the server to a Web browser—
                            therefore, if you have a page that contains seven images, chances are that
                            those images plus the HTML file supporting them will register as eight hits.

                    •       Page Views:       Page views are a more accurate measure, because the
                            figure disregards how many hits or files make up the Web page. It simply
                            measures how many times a Web page was served up. But it also has it’s
                            problem. One user looking at 10 pages or 10 people looking at 1 page?

Tuesday, February 1, 2011
                            I already have thousands of

                    •       Visitors/Uniques: This is what you pay attention

                    •       Truest representation of how popular your web
                            site is. How many actually came to your site.

                    •       Besides Google Analytics and your hosting
                            company, you can check out
                            which is a great tool for measuring activity.

Tuesday, February 1, 2011


Tuesday, February 1, 2011
    Trick 18
                                    List in Directories

                   •        Submit your URL to DMOZ ( in
                            the right category
                            •   Google’s own directory is nothing other than the DMOZ data.

                            •   A successful listing on DMOZ creates two important links to a Web site
                                —one from DMOZ and one from the Google Directory. Both DMOZ
                                and Google have a very high PageRank. Add to this the thousands of
                                links created by all the Web sites that are using the DMOZ directory and
                                it becomes obvious why a listing in DMOZ is so important. It’s often the
                                case that a DMOZ listing alone will raise your Page Rank by one or two
                                places! Run by volunteers so it may take a while.

                   •        Also submit your URL to Yahoo Directory (http://

Tuesday, February 1, 2011
        Constantly changing Search criteria

                    •       Truth about Google,

                            •   it’s simply a meeting place for Webmasters and
                                Web site owners to discuss their experiences
                                and concerns about search engine marketing and

Tuesday, February 1, 2011
                            •   Every city or county government will have a register
                                or list of companies and businesses in the area, and most offer a
                                chance for you to add yourself or at least alter the information held
                                on your business.

                            •   Local governments; the departments that look after social
                                issues are completely different from the ones that are interested in
                                promoting local businesses, local interests, and local innovation.

                            •   Use and talk to your local government about what it is you are doing
                                as they’re always eager to sing the praises of businesses within their
                                region. At worst they’ll add you to their directory, which is another
                                inbound link; at best, they will shower you with business advice and
                                assistance (possibly financial) and will try to sing your praises (to
                                make themselves look better) to the local press—which can only
                                mean good exposure.
Tuesday, February 1, 2011
                      Don’t forget to register with
                      industry related directories

                    • Trade magazines have who’s who in your
                            •   Register with them as well as your web site.

                            •   Helps in creating links.

Tuesday, February 1, 2011
    Trick 19
                                   List (registered) with
                                      Search Engines
                    •       Google is trying to keep up but likes us to flag a
                            major change or a new development.

                    •       Manually submit your web address to major search
                            •   Google: will visit you within 3 weeks

                            •   Yahoo:

                            •   AltaVista:

                            •   Lycos:

                            •   Do a search for “submit URL” for other directories. Make sure they are
                                relevant to you.

Tuesday, February 1, 2011
                            Be listed (registered) with
                                  Search Engines

                    •       Re-submit each 3 months: you’re going to need to
                            remind them to come again and check out what’s
                            •   Make sure there is something new.

                    •       If you have an optimized site, you won’t need to

Tuesday, February 1, 2011
      SE submission doesn’t increase rank
              •       It just advises the
                      Search Engines to
                      check you out. Only
                      submit when your site
                      is optimize.

              •       Some don’t even
                      submit, since if the site
                      is well done, the SE
                      will find you anyways.
                      If your relevant, they
                      will come back.

              •       Don’t pay companies
                      to provide automated
                      SE submissions.
                      Google and Yahoo
                      make it technically
                      impossible to do.

Tuesday, February 1, 2011


Tuesday, February 1, 2011
                            An image is worth a
                                1000 words

                                Not with search engines

Tuesday, February 1, 2011
                               Avoid embedded text in
                    • Great for graphic artists but bad for search
                             engines (they won’t index it).
                            • Page transfer is much longer (slower)
                            • Since the page contains no text, it won’t be indexed.

Tuesday, February 1, 2011
                                   Naming images “Alt”

                    • No matter how pretty a picture is, Google
                             can’t see it.
                            • logo.jpg doesn’t mean anything
                            • sony-xdcam-ex3-viewfinder.jpg says a lot more.
                            • You can place keywords in your ALT attributes like this:
                              • <IMG SRC=”sony-xdcam-ex3-viewfinder-1.jpg” ALT=”Sony EXCAM
                                   EX3 colour viewfinder open”>

                            •   More and more people use search images in google for specific products.

Tuesday, February 1, 2011
    Trick 20
                                Include image “Alt” text
                    •       You use the <IMG> tag to insert images into Web pages.
                            •   This tag can include the ALT= attribute, which means alternative text.(For a page to comply with HTML 4.01
                                standards, you must include this attribute.)

                    •       ALT text was originally text displayed if the browser viewing the page could not
                            display images.

                    •       These days, the ALT text is also used by programs that speak the page (for blind

                    •       In many browsers, the ALT text also appears in a little pop- up box when you
                            hold your mouse over an image for a few moments

                    •       Correct Use of ALT Tag

                            •   Do NOT stuff keywords into your image Alt tag. Use the Alt tag only for describing
                                what the image is. Keywords in the Alt tag do NOT influence relevancy at all.
                                It is important to use every tag for the purpose it was meant to be used.

Tuesday, February 1, 2011
    Trick 21
                        Create quick loading pages

                    • Improve page loading - Resolution
                            •   For the Web, 72 dots per inch (DPI) resolution
                                is all you require.
                                •   Big files (images) slow the loading process and annoy users. Faster
                                    Images? Reduce Their File Size

                                    •   Google is only going to serve up search results that will allow its customers to get to
                                        information quickly.

                                •   If you don't need sharp resolution, choose PNGs or GIFs over
                                    JPEGs, as PNGs and GIFs generally load quicker.

Tuesday, February 1, 2011
                  The danger of “Hidden” words

                    •       Don’t load your metadata with
                            words which are not in your text or

                    •       Text embedded as the same color as
                            your background (hidden content)
                            e. white on white.
                            •   The highest-profile case of Google throwing its toys out of the
                                playpen has to be the German BMW site in early 2006. had
                                created a load of keyword-heavy “doorway” pages that were visible
                                only to the Googlebot; human users would be redirected to a
                                different page.

                            •   Google’s response? was effectively removed from the
                                Google index; they no longer existed as far as searchers were
                                concerned. They were given a PageRank of 0, no cached versions of
                                the pages could be found, and there was no mention of
                                anywhere within Google. Pretty harsh.

Tuesday, February 1, 2011
                            Content is King


Tuesday, February 1, 2011
    Trick 22
              Have high quality, unique content

                    •       Writing good Web copy is hard, but the time you
                            spend perfecting your offering will result in a more
                            successful Web site.
                            •   Generally speaking there should be at least 250 to 300 words per page.

                            •   Support the text with images. This will help break up the page for users
                                and also offer you a chance to drop keywords into the HTML through
                                the naming of the images.

                    •       Update your Web pages regularly. Add content whenever and wherever you
                            can. This can involve alterations or additions to the body copy or the
                            inclusion of downloadable files such as PDF or Word documents—but note
                            that Google won’t index the copy within these files, so make sure the best
                            stuff is on the Web site itself.

Tuesday, February 1, 2011
             Content is King: Customer focus

                    •       Write customer focused content that appeals to
                            your audience.

                    •       Remember that your Web site should be focused on your audience first and
                            appeal specifically to a niche interest. When writing your Web copy, you need
                            to dialogue in an appropriate tone and format for the right audience.

                    •       Some of the most interesting content will have more appeal if it speaks to
                            your audience in terms like: you can, you might, you will, yours, your and
                            you're INSTEAD of we, ours, we're, we will, we can, etc.

                    •       This is extremely important when working on sales related copy.

Tuesday, February 1, 2011
                      Include strong calls to action

                    •       For effective search engine marketing, you need
                            more than just top rankings
                            •   Remember to include strong calls to action to compel a response from
                                the reader. What do you want the reader to do once they finish reading
                                your content? You need to clearly build these options into each page and
                                leave nothing to guess work.

                            •   Describe what action you would like them to take and never assume
                                that they will just know what to do, because they won't act unless you
                                spell it out.

Tuesday, February 1, 2011
    Trick 23
                      Frequency of content change

                    • Frequent changes are favoured.
                            •   It is great when you constantly add new content but it is not so great
                                when you only make small updates to existing content. Update your Web
                                pages regularly. Add content whenever and wherever you can.

                    •       This can involve alterations or additions to the
                            body copy or the inclusion of downloadable files
                            such as PDFs.
                            •   but note that Google won’t index the copy within these files, so make
                                sure the best stuff is on the Web site itself. (but if you we’re at the presentation, I
                                told you a big secret that know one talks about, that I discovered doing presentation
                       you remember)

Tuesday, February 1, 2011
      Content is King, even users content

                            •   Get your users to add to your content.
                                •   Offer them a chance to review products or post on a forum, as this
                                    will do wonders for your site.

                            •   If Google sees new content every time it pays a
                                visit, you’ll be rewarded with a higher ranking.

Tuesday, February 1, 2011
                            Get position


Tuesday, February 1, 2011
    Trick 24
      Get position 1,2,3,4,... with multiple
                    •       Going not for Position #1 but Page 1 results.

                    •       It’s important to buy and/or create keyword-heavy satellite Web sites to
                            capitalize on the words and phrases users actually type into a Google

                            •   Let’s say you’ve bought and built seven domains that all have been
                                optimized for their specific target keywords. Three individual Web pages
                                relating to that keyword have been noticed and ranked highly by Google.

                            •   7 satellite sites (domains) + 3 specific Web pages being returned when a
                                user types in a phrase = appears to the user as 10 separate and
                                independent Web sites.

                    •       You’ll have realized by now that your home page is not necessarily the most
                            relevant page for every visitor

Tuesday, February 1, 2011
                     Content is King, give it a page

                            •   Create a separate and distinct page for every
                                keyword you are interested in capturing.
                                •   For example, if you have settled on 15 phrases, you’ll need at least
                                    15 pages, and each one should be optimized for that one phrase,
                                    using the density rule of about 4 percent.

                                •   By optimizing each page for one keyword or phrase, you are
                                    giving Google a clear indication that each page has a clear and
                                    distinct message.

                                •   That results in individual pages having their own rank on the
                                    Google search.

Tuesday, February 1, 2011
                            Get position 1,2,3,4,...


                             Careful when you go on-line with text.
                             Check the text in the first description.
                                 Will correct itself with time.
Tuesday, February 1, 2011
                            Link Popularity


Tuesday, February 1, 2011
    Trick 25
                                 Create outbound links
                            PageRank, Relevance, and Are You Trustworthy?

                    •       Search engines read link text not only for clues
                            about the page being referred to, but also for hints
                            about the page containing the link.

                            •   Don’t create simple Click Here links or You’ll
                                Find More Information Here links. These words
                                don’t help you. Instead, create links like these:
                            •   For more information, see our BLA scores page. Our BLA background
                                page will provide you the information you’re looking for.

                            •   Visit our BLA events and BLA BLA events pages for more info.

Tuesday, February 1, 2011
                            Quantity of outbound links

                    •       Many outgoing links
                            •   Google does not like pages that consists mainly of links, so you'd better
                                keep them under 100 per page. Having many outgoing links does not get
                                you any benefits in terms of ranking and could even make your situation

                    •       Excessive linking, link spamming
                            •   It is bad for your rankings, when you have many links to/from the same
                                sites (even if it is not a cross- linking scheme or links to bad neighbours)
                                because it suggests link buying or at least spamming. In the best case only
                                some of the links are taken into account for SEO rankings.

Tuesday, February 1, 2011
  Trick 26
        Get inbound links (IBL) or also called Backlinks
                            PageRank, Relevance, and Are You Trustworthy?

                    •       The most               important factor for ranking and
                            •   The PageRank within your Web site is increased by pages from other
                                sites linking to it, and the higher the PageRank of those pages is, the
                                better it is for the recipient site—you.

                            •   Inbound links has to be relevance between the content on the Web site
                                that’s linking to you and your own site.

                                •   It’s not much good having a Web site with a PageRank of 7 linking to you if you sell T- shirts
                                    and the referring site is a hotel directory. There’s no connection, there’s no relationship, and
                                    basically there’s no point. . . .

Tuesday, February 1, 2011
                                        Get inbound links

                    •       Age
                            •   The older, the better. Getting many new links in a short time suggests
                                buying them.

                    •       Number of backlinks (inbound)
                            •   Generally the more, the better. But the reputation of the sites that link
                                to you is more important than their number. Also important is their
                                anchor text, is there a keyword in it, how old are they, etc.

                    •       Links from similar sites
                            •   Having links from similar sites is very, very useful. It indicates that the
                                competition is voting for you and you are popular within your topical

Tuesday, February 1, 2011
                                       Get inbound links
                            PageRank, Relevance, and Are You Trustworthy?

                    •       Getting (or exchanging) links
                            •   Type in one of your keywords or phrases and then type “add URL.” For
                                example, when I was look- ing to promote my book The Bloke’s Guide
                                to Pregnancy, I typed: “pregnancy add URL.” I then was presented with
                                numerous Web sites that had some connection to pregnancy and
                                accepted URL submissions. Priceless.

                            •   Some sites will want reciprocal links in exchange, some will want to
                                charge you, and some just won’t work. Ignore all except the sites that
                                allow you to add your URL with no strings attached—your perseverance
                                will be rewarded. Within 72 hours the number of inbound links will begin
                                to rise, and if any of those linking sites has a high PageRank, you could
                                notice an increase in your own rank the next time the Googlebot pays a
                                visit.You can repeat the exercise by searching for the keywords “add
                                link” and “guestbook” to ensure that you capture all the sites out there
                                offering you a chance to market your site.

Tuesday, February 1, 2011
    Trick 27
                            Get inbound links from .edu & .gov
                            PageRank, Relevance, and Are You Trustworthy?

                    • The best quality links are from .edu
                            and .gov sites
                            •   These links are precious because .edu and .gov
                                sites are more reputable than .com. .biz, .info,
                                etc. domains. Additionally, such links are hard to

                            •   Do anything you can to be linked from their site.

Tuesday, February 1, 2011
    Trick 28
              Name internal, inbound and outbound links

                    •       Getting (or exchanging) links

                            •   When you ask friends, colleagues, and relatives
                                to link to you, specify what you want the links to
                                say. No click here or company name links for
                                •   You want to place keywords into the link text. Something like:Visit
                                    this site for all your .........needs.

                                •   Keywords in links are a powerful way to tell a search engine what
                                    your site is about.

                                •   Make sure for both inbound and external links you name the link
                                    with anchor text

Tuesday, February 1, 2011
                                   Get inbound links
                            PageRank, Relevance, and Are You Trustworthy?

                    •       Example Free inbound
                            link which gives

                            According to...

Tuesday, February 1, 2011
                                   Get inbound links
                            PageRank, Relevance, and Are You Trustworthy?

                    •       Example Free inbound
                            link which gives

                            According to...

Tuesday, February 1, 2011
                                        Get inbound links
                      PageRank, Relevance, and Are THEY Trustworthy?

                    •       Beware of SEO companies which promise #1

                    •       Are you being posted on their directory pages
                            (Link Farms)?
                            •   The best....

                            •   Where to go for.....

                            •   Top companies in your region....

                            •   They have no relevance and you will eventual not be rank well.

Tuesday, February 1, 2011
                            Example of code from a
                                directory page

Tuesday, February 1, 2011
                 Last warnings concerning Links
                  • Inbound links from link farms and other suspicious sites
                            •   This does not affect you in any way, provided that the links are not reciprocal.
                                The idea is that it is beyond your control to define what a link farm links to, so
                                you don't get penalized when such sites link to you because this is not your
                                fault but in any case you'd better stay away from link farms and similar
                                suspicious sites.

                    •       IP address of inbound link
                            •   Google denies that they discriminate against links that come from the same IP
                                address or C class of addresses, so for Google the IP address can be considered
                                neutral to the weight of inbound links. However, Bing and Yahoo! may discard
                                links from the same IPs or IP classes, so it is always better to get links from
                                different IPs.

                    •       Cross-linking
                            •   Cross-linking occurs when site A links to site B, site B links to site C and site C
                                links back to site A. This is the simplest example but more complex schemes
      Tip                       are possible. Cross-linking looks like disguised reciprocal link trading and is
Tuesday, February 1, 2011
    Trick 29
                                              Local listings

                    • Google Places -Help customers find you on
                             Google Maps
                            • Millions of people search Google Maps every day. A free listing on
                                Google Maps makes it easy for them to find you.

                            •   Use Google Places to create your free listing.When potential customers
                                search Maps for local information, they'll find your business: your
                                address, hours of operation, even photos of your storefront or
                                products.It's easy, free, and you don't need a website of your own.
Tuesday, February 1, 2011
                 Follow design standards


Tuesday, February 1, 2011
    Trick 30
                                Follow web site design standards
                                                    Have clean code

                    • Validate your HTML with W3C
                     • If you pass, the validation logo you’ll
                                 display on your web site can earn a page
                                 rank jump.
                            •    Visit to, type in the URL of your Web site and
                                 await the results. If you pass, you’ll be provided with a little bit of code
                                 that allows you to display the W3C validation logo on your site—I
                                 suppose it’s the equivalent of ISO 9001 for Web de- sign: a huge accolade
                                 and one well worth shouting about. Of course, most of us won’t pass on
                                 the first try, and W3C kindly provides a comprehensive list of all the
                                 errors and, better yet, suggestions about how to fix them. Check out the
                                 following validation tools too: and http://

Tuesday, February 1, 2011
                     Framed sites don’t index well

                                                             • The pages in the internal
                                                                  frames get orphaned in
                                                                  the search engines;
                                                                  •   Each page ends up in
                                                                      search results alone,
                                                                      without the navigation
                                                                      frames with which they
                                                                      were intended to be
                            Scroll bar only moves right content       displayed.
                            Each frame has it’s own URL

Tuesday, February 1, 2011
                       Tabled sites don’t index well

                    • Tables like the excel spread sheets are
                            expected to have data and not text. Search
                            engines often over look the content

                                 About us Products              Services       Careers        Contact         Home

                                 Welcome to our great web      We take pride in our professionalism and we know we can
                                 site which was easy to        be a benefit to your organization if only you gave us a
                                 create                        chance.

                                                               To remain competitive, our IT manager created our web
                                 We have the best service in
                                                               site. Our new site will be created by my nephew who just
                                 the industry. That’s why we
                                                               graduated with a Fine Arts Degree. Wait until you see our
                                 don’t have a complaint page:)
                                                               new FLASH intros and great sound effects.

Tuesday, February 1, 2011
                             Have a clean code page

                    • Google likes clean code pages


Tuesday, February 1, 2011
                                Have a clean code page

                    •       For starters, check out what Google says at http://
                            •   which gives clear and uncompromising instructions on what Google’s
                                expecting from your site.

                    •       Less is more.

                    •       In an ideal world
                            •   header information,

                            •   content (including keywords, H tags, and Alt tags),

                            •   then the architecture—or the showy presentation bit.
Tuesday, February 1, 2011
                                Have a clean code page

                    •       Labelling is everything as far as Google is
                            •   The Googlebot is looking for flags that accurately represent and
                                showcase the body copy you’ve used on the page.

                    •       Tell Google how you’ve organized the page and
                            what importance you place on certain sections
                            •   H, or header, tags work if you prioritize them correctly, along with good
                                use of Alt tags on your images.

                            •   Rather than splitting text with a simple break (<BR>) command, use a
                                paragraph marker (<P>) and highlight to Google where it should be
                                looking and what the focus should be.

Tuesday, February 1, 2011
                            Don’t Copy & Paste from

                    • Word pasted text creates a lot of
                            unnecessary data, which clusters your page
                    • Save as a HTML and then have it cleaned up
                            (convert every font to normal text them let
                            CSS Styles take over).

Tuesday, February 1, 2011
                            Broken Links


Tuesday, February 1, 2011
    Trick 31
                                          Fix broken links

                    •       Error #404 “Page Cannot Be Found”

                            •   Search engines check your links (actually your
                                site map of your web site.

                            •   Internal (your quick access to other pages)

                            •   External (to your recommended sites)

                            •   You can use Xenu’s Link Sleuth ( tilman/xenulink.html).

                            •   NetMechanic (one page at a time) will provide performance feedback

Tuesday, February 1, 2011
                                Navigation Best Practices

                            •   Have a useful 404 page
                            •   Users will occasionally come to a page that doesn't exist on your site, either by
                                following a broken link or typing in the wrong URL. Having a custom 404 page
                                that kindly guides users back to a working page on your site can greatly improve
                                a user's experience.Your 404 page should probably have a link back to your
                                root page and could also provide links to popular or related content on your
                                site. Google provides a 404 widget that you can embed in your 404 page to
                                automatically populate it with many useful features.You can also use Google
                                Webmaster Tools to find the sources of URLs causing "not found" errors.

                            •   Avoid:
                            •   allowing your 404 pages to be indexed in search engines (make sure that your
                                webserver is configured to give a 404 HTTP status code when non-existent
                                pages are requested) providing only a vague message like "Not found", "404", or
                                no 404 page at all using a design for your 404 pages that isn't consistent with
                                the rest of your site
Tuesday, February 1, 2011
                            Beware of Dangling Pages

                    •       Do you have dangling pages — pages where a
                            visitor can’t find a link to get back into your main

                    •       Search engines don’t like dangling pages, and
                            consider what happens if someone on another site
                            links directly to the page:Visitors can get to the
                            page but not to the rest of your site.

Tuesday, February 1, 2011
                            Site Maps


Tuesday, February 1, 2011
    Trick 32
                                    Submit Site Maps

                    • Google can’t follow your JavaScript
                    •       Employing a site map ensures that there’s an
                            obvious link to every page, and the

                    •       Googlebot will take the easy route if a site map is
                            offered. If your site map is accurate, Google will
                            index every page that is presented.

                    •       Be sure that there is a direct link to the site map
                            from the home page or index page of your site.

Tuesday, February 1, 2011
                                                   Site Map

                    • Don’t have one?
                            •   Get one free at in return for advertising
                                their service.

                            •   Google also offers one:

                    •       If you already have a site map featured on your
                            site, make sure that the locations are clickable and
                            bring the user, and Google, to that page of the site.

Tuesday, February 1, 2011
                            How do you rank?


Tuesday, February 1, 2011
                                           How you rank?

                    •       Keyword verification report

                            •   You enter your URL and the keyword or phrase
                                you wish to be measured on, and the report
                                returns whether you rank in the top three pages
                                and on which of those pages you appear
                                •   Ideally, you want to see page 1 on all six search engines.

                                •   If your site ranks on page 4 or below, this is deemed as not ranking.

Tuesday, February 1, 2011
                                        How you rank?
                            •   Looking to monitor a large number of
                                keywords and phrases
                                • ‘s Internet Business Promoter (IBP)/Arelis
                                    (demo) software for a hard-core version of a keyword
                                    performance tool and much more.

                                •   IBP offers more than 15 professional Web site promotion tools,

                                    •   tools for keyword generation,

                                    •   a top 10 search engine ranking optimization,

                                    •   search engine submission,

                                    •   directory submission,

                                    •   ranking checking—and with the Arelis download you’ll benefit from highly targeted
                                        free traffic to your Web site, new business contacts, a higher link popularity, higher
                                        search engine rankings, and more sales.

Tuesday, February 1, 2011
                            How your site ranks?

                                       •   Checking competition
                                           and your own site
                                           • ‘s Toolbar
                                               (owned by and a
                                               partner with Google and
                                               Microsoft) shows how popular a
                                               visited web site is.

Tuesday, February 1, 2011
                      How many pages has Google
                                    •   From Google Search

                                    •   Enter


                                    •   Also works in MSN and

Tuesday, February 1, 2011
                            Anchor Text


Tuesday, February 1, 2011
    Trick 33
                                Write better anchor text

                    •       Suitable anchor text makes it easy to convey the
                            contents linked
                            •   Anchor text is the clickable text that users will see as a result of a link,
                                and is placed within the anchor tag <a href="..."></a>.

                    •       This text tells users and Google something about
                            the page you're linking to.
                            •   Links on your page maybe internal—pointing to other pages on your site
                                —or external—leading to content on other sites. In either of these
                                cases, the better your anchor text is, the easier it is for users to navigate
                                and for Google to understand what the page you're linking to is about.

Tuesday, February 1, 2011
                            What makes top


Tuesday, February 1, 2011
                            What makes top ranking?

                    •       The German company Sistrix took it upon itself to
                            analyze Web page elements of the top-ranked
                            pages in Google to find out which specific
                            elements lead to high Google rankings.

                    •       Sistrix analyzed the influence of the following
                            elements: Web page title, Web page body, headline tags, bold and strong
                            tags, image file names, images Alt text, domain name, path, parameters, file
                            size, inbound links, and PageRank.

                    •       Keywords in the title tag seem to be important for high rankings on Google.
                            It is also important that the targeted keywords be mentioned in the body
                            tag, although the title tag seems to be more important. *Source:
Tuesday, February 1, 2011
                            What makes top ranking?

                    •       Keywords in H2 to H6 headline tags seem to have an influence on the
                            rankings, whereas keywords in H1 headline tags don’t seem to have an

                    •       Using keywords in bold or strong tags seems to have a slight effect on the
                            top rankings. Web pages that used the keywords in image file names often
                            had higher rankings. The same seems to be true for keywords in image Alt

                    •       Web sites that use the targeted keyword in the domain name often had high
                            rankings. It might be that these sites get many inbound links with the domain
                            name as the link text.

                    •       Keywords in the file path did not seem to have a positive effect on the
                            Google rankings of the analyzed Web sites. Web pages that use very few
                            parameters in the URL (?id=123, etc.) or no parameters at all tend to get
                            higher rankings than do URLs that contain many parameters.
Tuesday, February 1, 2011
                            What makes top ranking?

                    •       The file size doesn’t seem to influence the ranking of a Web page on
                            Google, although smaller sites tend to have slightly higher rankings.

                    •       It’s no surprise that the number of inbound links and the PageRank have a
                            large influence on page rankings on Google. The top result on Google
                            usually has about four times as many links as does result number 11.

Tuesday, February 1, 2011
                   Testing and Monitoring


Tuesday, February 1, 2011
   A Amazon company:

   Metrics includes:
   Pageviews per User,
   Bounce Rate
   Time on Site
   Search Traffic stats.

Tuesday, February 1, 2011
Tuesday, February 1, 2011
           Please note
     that not all of the criteria is
    relevant for SEO nor ranking

    It is a good indicator to see
    how certain corrections will
     improve your ranking over

Tuesday, February 1, 2011
Tuesday, February 1, 2011
Tuesday, February 1, 2011

                    • Monitor your results
                            •   May want to consider 3rd party (someone who has
                                no invested interest in your site so they are not bias).

                            •   Have them test for different keyword-specific terms.

                            •   Have them in different locations

                            •   Don’t let them talk to each other

                            •   Collect their notes about what the find nice and not.

Tuesday, February 1, 2011
                                Finally keep your ranking

                            •   See how you can maintain your ranking

                            •   Improve on it

                            •   Find or adapt new keywords

                            •   Attract more users and stick time

Tuesday, February 1, 2011
                 Track ranking results over time

                    • #1 today,
                            •   but what about tomorrow,

                            •   next week,

                            •   next month?

                    •       Every six months evaluate and check performance.

Tuesday, February 1, 2011
                                Have you been visited?

                            •   If you see one of these, the Googlebot’s paid
                                you a visit:
                            •   64.68.80.#

                            •   64.68.81.#

                            •   64.68.82.#            Run a report through
                            •   64.68.84.#
                                                     and take a look at which
                            •   64.68.88.#           search engines have and
                            •   216.239.46.#          haven’t picked you up.
                            •   216.239.38.#

                            •   216.239.36.#

Tuesday, February 1, 2011
                            Who can you trust?


Tuesday, February 1, 2011

                    •       What Google has done with AdWords is essentially create an online auction
                            of every word and phrase in every language—pretty incredible.

                    •       No one’s obliged to take part, but human nature is competitive (and lazy);
                            therefore, when we see a competitor sitting proudly at the very top or on
                            the right side of a search results page, we want to be there too.

                    •       The more popular a keyword is, the more the price goes up—this is how
                            Google makes its money: Hundreds of thousands, if not millions, of
                            businesses around the world, big and small, are paying their pennies and
                            dollars for a little cameo in the top tier.

                    •       AdWords works by charging you a fee that you’ve decided on every time
                            someone clicks on your ad. The more you are willing to pay, the higher up
                            the sponsored links you will be placed, and the bigger your daily budget is,
                            the more users will be shown your advert and the more who will (one
                            hopes) click through.

Tuesday, February 1, 2011
                   Where there’s an opportunity,
                     there’s an opportunist.
                    •       Outsourced SEO can cost anywhere between $100 and $1,000 a month.

                    •       The question is, Do your returns justify this expenditure? How much of it
                            can you now do in-house and, more important, how much do you want to
                            do in-house?

                    •       Now that you’re armed with the knowledge, the techniques, and the lingo, it
                            may prove cost-effective to employ a third party on a monthly basis to look
                            after your SEO while you get on with whatever it is you do best, depending
                            on your turnover and staffing levels. Only you will know the answer to this.
                            For some businesses it does make financial sense to employ a third party.
                            Now you know the questions to ask and the language to use and have a
                            mental checklist of all the things you should, quite rightly, expect to be
                            delivered. The balance has altered. Although you may opt to remain a
                            customer, you are now a very informed customer.

Tuesday, February 1, 2011
                            Who can you trust?
                      •     Support web domains
                            (ex. Acai berry drink, MonaVie)

                      •     Yellow page directories
                            (with multiple owned directories
                            which help their paying customers
                            ranking (for now))

                      •     Growing number of
                            bloggers (which their opinions
                            you can’t take for cash)

                                                                Mostly MonaVie distributors
                                                                 with great domain names
Tuesday, February 1, 2011


Tuesday, February 1, 2011
                            I hope you enjoyed my presentation.

                   •        What I didn’t cover in this presentation:
                            •   How you can create relevant content. I did make many suggestions but there
                                is a lot more that can be done.

                            •   How to create a sticky (more time on ) pages and give customers a reason
                                to return to your site.

                            •   I didn’t talk about videos, Pods, blogs, chat posting and all types of social
                                media (like Facebook, Twitter, Linkedin) nor the upcoming HTML5 and the
                                optimization of honeycomb tablets as well as iPads.

                            •   SEO is an ongoing practice and owners need to budget adverting money to
                                the website. Chances it will be your best investment, with measurable ROI
                                and that you have complete control.

Tuesday, February 1, 2011
           Reasons your web designer didn’t do all this?

                   •        Some reasons can be:
                            •   Graphic Artists (web designers) concentrate on the user experience GUI.
                                Making the site beautiful. Not all are not business oriented (they’re artists).

                            •   My IT guy does our web site. Great guy for virus updates, issuing passwords and
                                creating email accounts, but very few are at ease with your corporate image and
                                marketing tasks?

                            •   SEO is an evolving field, which should be an on-going practice.

                            •   Was over whelmed with the number of pages and time requirements and we
                                needed to finally go on line.

                            •   You didn’t have a clue what to ask for or maybe how much to budget.

                            •   Most site developers don’t know your business or industry, so you end up doing
                                all the hard work anyways.

Tuesday, February 1, 2011
                            Need help with your site?

                    •       Landry Solutions can offer:
                            •   Site Audit (Status report of your present web site) with recommended
                                corrections to give to your web master $250.00

                            •   Competitive analysis (competitors not keywords like the Yellow Pages)

                            •   On line marketing services for organic growth, via keyword suggestions,
                                required content, strategic functionality, etc.

                            •   Web site optimization through structure and SEO tools.

                            •   Continued SEO campaigns over time

                            •   New web site creation -(yes Design creation using graphic artists)

Tuesday, February 1, 2011
                       Lets Get Competitive
                            Words of advice from Cameron Barrett, RJcom Creative, which I found fits the optimizing effort.

        •      #10: Think Community. The world has changed. Now, get with it and change, too – or get left behind.

        •      #09: Small is the New Big. Small business thrives in this economic environment.

        •      #08: Understand Competition. Are you it? Does someone offer the same solution, but with something you don’t?

        •      #07: Focus on Your Expertise. If you are an expert, flaunt it. If you aren’t one – become one.

        •      #06: Create Your Online Presence. If you aren’t online, in today’s world, you’re not open for business. It’s time to
               open the doors to the Web and use it for profit and gain.

        •      #05: Know What Your Customer Wants. ‘Nuf said.

        •      #04: Promote Your Business, On- and Off-line. If nobody knows you, your client base will be very small.

        •      #03: Build Your Brand. What makes you and your firm or service different? Tell everyone!

        •      #02: Reinvent Your Sales Team. Don’t just go back to the well with the same old pitch. Make it count. New ideas, or
               even new people, may be the answer.

        •      #01: Have a Plan. You’d be surprised at how many people – and companies do not.

Tuesday, February 1, 2011
                                Thank You
                               All comments are welcome

                            Pierre Louis Landry 514-913-4033


Tuesday, February 1, 2011

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