The SEO Business Guide pptx

[...]... snake oil The SEO Business Guide (www.sitepoint.com) Search 101 To help you discern perfectly okay advice from questionable suggestions—and from downright reprehensible misinformation—here’s a quick guide to the various SEO techniques and their credibility The Good: White Hat SEO White hat SEO is the most ethical form of search optimization Any practitioner who follows the principles of white hat SEO will... competitors 9 10 The SEO Business Guide SEO The rules of good SEO aren’t complicated—after all, we just learned what ethical SEO involves, and it isn’t rocket science! The techniques we’ll discuss here should be avoided if you’re focused on building rankings that will stand the test of time Many of these tactics will incur penalties from search engines if they’re discovered, and some might lead to the site... discuss the big advantages of adopting the white hat SEO approach The long-term benefits start with peace of mind: you’ll know that now, and in the future, you and your clients will avoid the penalties that are applied to sites that breach ethical guidelines These penalties can be severe—in some cases, all evidence of a site is removed from the search results! At the very least, the relevance of the site... and Figure 1.3 respectively—you should be able to identify each of these sections of the page Figure 1.1 The very famous Google SERP Outwit, outrank, and overtake your competitors 5 6 The SEO Business Guide Figure 1.2 Search engine results from long-term player Yahoo Figure 1.3 Newish kid on the block: Bing’s SERP The SEO Business Guide (www.sitepoint.com) Search 101 How Search Works Search engines... Wikipedia is the top website For the moment, let’s ignore Wikipedia—it’s not a true competitor in the commercial sense, and it receives a lot of external help as a result The first aspect that stands out on the first page of this search is that there are no big global brands such as Lipton, Twinings, or any other multinationals This is good for our site, as the competition consists The SEO Business Guide. .. below the search box are the natural search results or organic search results—those results that have been ranked purely on the basis of the search engine’s algorithms, that is, on their relevance These results are sorted on the basis of each search engine’s specific algorithms, and the goal of your SEO campaign should be to appear in the first position within this section Paid results Sitting to the. .. relevant to them, and the links between those sites The process by which a search engine spider works is illustrated in Figure 1.4 Within each site, the spider will follow internal links from the top-level index page down through all of the site’s other pages Figure 1.4 How a search engine spider works Outwit, outrank, and overtake your competitors 7 8 The SEO Business Guide Once the search engine spider... through the ongoing battle for more relevant search results Two key factors are: ■ the number and authority of related websites that link to the page ■ the relevance of the content on the page to the query Again, this is a highly simplified way of looking at SEO, as there are hundreds of different factors that can determine where a page will rank for a given search term You’ll learn these over time, but they’re... of your potential clients The conventional process worked like this: 1 You design the layout and information architecture of your website 2 You launch the site and wait for the traffic to start flowing 16 The SEO Business Guide 3 You start to panic because there’s little or no traffic from search engines 4 You hire a company to conduct an SEO campaign as an afterthought The problem with this method... other combinations or variations Phrase match Using the example of ”tennis shoes,” phrase matching would show volumes for phrases such as “red tennis shoes” and “buy tennis shoes,” because they include your phrase in the order you entered it The SEO Business Guide (www.sitepoint.com) Best-practice SEO However, terms like “tennis and basketball shoes” would be excluded, because they don’t include the . date, and other re- finements. The SEO Business Guide (www.sitepoint.com) The SEO Business Guide4 Organic results Located below the search box are the natural. return the most relevant site out of an index of 100 million documents was another story altogether. The SEO Business Guide (www.sitepoint.com) The SEO Business