My nice colleague put this SEO-basics presentation together. Enjoy! You'll find more of him on his swedish blog www.omstars.se.

1. SEO
Search Engine Optimization

2. History of SEO
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
RELATIVE IMPORTENCE OF FACTORS IN SEO OVER TIME
On pages SEO Domain Authority
Search Engine Submission Link context
Page Rank (or similar) User signals
Anchor text

3. SEO/PPC/SEM
SEM
SEO PPC
PPC

4. On site & off site relationen
On-site measures Links from other websites
20% 80%

5. i te
-s
ff
O
What’s a link to
Link = recommendation

6. i te
-s
ff
Linktext
O
I guess this
page is
about cars
Cars
Cool cars
New cars Cars

7. e
it
-s
ff
Are all links equally
O
valuable?
• Cybercom
<a href="http://www.cybercom.com">Cybercom</a>
• Cybercom – mobile application solutions
<a href="http://www.cybercom.com">Cybercom – mobile application solutions</a>
•C
<a href="http://www.cybercom.com"> <img src=“cybercom.jpg" alt=“Cybercom"/></a>
7

8. i te
-s
ff
Are links from all websites
O
equally important?
< ?

9. i te
-s
ff
How does Google value
O
link placement?
Right column
=
low value
Context link
=
high value
Footer link
=
low value

10. The power of Linkerati
Bloggers Forum posters
Web News Writers
Content Creators
Resource Editors Social
Viral
Taggers
Connectors
Browsers Customers Linkerati Journalists

11. e
sit
n-
/o
Domain strategy
i te
-s
ff
O
A
PageRank 2
B
C
PageRank 2
D
E
PageRank 2
F

12. ite
s
n-
/o
Domain strategy
i te
-s
ff
O
A
B
C
PageRank 6
D
E
F

13. te How do you build on-site
si
n-
O
relevance?
Title , meta description, meta keywords
Title tag ***** Menu
Meta description **** Bread crumb
H3
Meta keywords * H1 heading
heading
URL***** Preamble
Dynamic
Content
Bread crumb ** e.g. related
content
H1 Heading **** Copy
H2 Heading ****
H3 Heading **
Preamble ***
H2 heading
Image alt tag ***
Link text ***** Copy
Dynamic content **
Footer *
Footer

14. te
si
n-
Site structure
O
Great! I can
reach all the
pages easily
Home 1 Page
Topics 100 Pages
Subcategories 10,000 Pages
Detail 1 mil Pages

15. te Vertical search
si
n-
O

16. Instant answers
News Results
Real Time
Results
Local Results
Image Results
16

17. The SEO Pyramide
SOCIAL MEDIA
& PR
s
es
oc
pr
O
LINK BUILDING
SE
EDITORIAL REVIEW
KEYWORD RESEARCH & TARGETING
TECHNICAL REVIEW
ACCESSIBLE QUALITY CONTENT