Week 4 Guest Speaker Roundup by Jessica Cohen

A Conversation with John Shiple, CEO of FreelanceCTO

Jessica Cohen

By UCLA X425 Student Jessica Cohen

This week focused on Search Engine Optimization (SEO) and Search Engine Marketing (SEM) – two terms students were eager to learn more about! And what a treat it was to have John Shiple, CEO of FreelanceCTO and the inventor of the first pop-up ad, come in and explain the best ways to set up your SEO. Here are the highlights:

The structure and interpretation of SEO is achieved in two parts:

  1. Setting it up
  2. Executing it

SEO is the best way to rank high in search results, but the process also includes:

  • Ad engine optimization
  • Site content optimization
  • Monetization optimization
  • Reputation optimization

Shiple also showed us the key elements to the structure of SEO, including page elements such as the actual HTML code and the H1 tag. He suggests putting the dominant title into the tag. He also talked about how inbound and outbound links help your SEO as well.

Some key SEO strategies include:

  • Buy one keyword or buy them all – use a resource like AdSense to see which one(s) might work best, but there’s rarely just one that works best overall
  • “Black Hat” vs “White Hat” – which approach do you usually take?
  • Work with an expert

Did you know website publishers can make their links either “follow” or “no-follow,” and this can affect your SEO? If you post a link to your website on a site that has no-follow code, Google will not give any authority to your link, so it will not help your SEO. Still confused? I was too, so click here to read more about it. It’s pretty interesting.

  • Online reputation management – It can be difficult to manage because you won’t be able to get rid of content on other websites, but you can bury it with favorable content, and therefore push the unwanted content down in your search results.

A big thank you to John Shiple for taking the time to speak and help us understand that we can navigate through the big scary unknown (the Internet) and utilize it for our own sites to maximize our SEO!

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