<< by Mark Browner on October 20th, 2010
The first session that I attended on Day 2 was SEO 101, which took a look at the fundamentals of Search Engine Optimization (SEO). In this session, Bruce Clay discussed how SEO can be used to increase website rankings on organic searches.
Clay began by discussing factors that are important for getting top rankings for organic searches:
- On-Page Factors: The site’s actual content (including tags: title, description, keyword, headings, body copy)
- Expertness: Do others believe I am an expert? PageRank increases when others link to your site (inbound links, outbound links and internal links)
- Copy writing: Structural content, sentence structure, word usage and clarification words
- Architecture of site: Must match structure and content of the site to the intent of the search query (ex: Shopping sites have more bullets and lists, while research sites have more sentences).
- Engagement Objects: Pieces of content that help the site’s ability to be ranked (video, images, maps, books, news, blogs, etc). Popular videos can really help rankings, so use these in order to move to the top of organic results. The more engaging the site is, the higher it will rank.
- Server/ Software Performance: Slow servers discourage spiders . So faster sites will rank higher.