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Advanced SEO Strategies
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Advanced SEO Strategies

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Free Webinar presented by Hitwise on 29th July 2009....

Free Webinar presented by Hitwise on 29th July 2009.

Agenda:

- SEO Fundamentals
- Tactical SEO
- Structural SEO
- Promotional SEO
- Analytics / Conversion Optimisation

Please note, this presentation has been updated to include image attribution.

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  • SEO is a monster, there’s thousands of:Onpage Factors to considerLink Building Avenues & methodsSEO is constantly evolvingThe game is changing, things are becoming more socialCompetition is growingWebsites need to have unique value propositionBecoming more transparent, more people are tracking ROI
  • We break SEO down internally into 3 segments:Tactical (40%) – Your research, the most important part imoStructucal (20%) – The onpage changes that have the impact (these cannot be executed without the Research)Promotional (40%)– Using PR/Social/Link Building to propel your content into the web
  • Tactical SEO is about preparation, how do you know which keywords to target or execute upon without the correct research?You do the research, use the tools then decide which actions to take.Goals & Objectives – What are the goals & objectives of your site?Opportunities – What are the opportunities for growth & keyword developmentPermutations – What language are people using to find your products & services?Gaps – Do you have long tail gaps in your current content or is your content too thin/not engagingInternal Search – What are YOUR users looking for when they use your site. Are they not finding what they’re looking for?Competitors – What search terms are your Competitiors targeting & why?Industry – What search terms are key in your industry?Seasonal Terms – Do terms for holiday accommodation in byron bay peak at certain times of the year? Are you planning around this? Do you have a content or SEO schedule?What’s the intent? Are people using commercial or informational terms to find your site Microsoft Adlabs has a commerical intent tool
  • During the process of Keyword Research you’ll need to compare data sources, DO NOT rely on a single source for all your data. The above example shows how Google’s Keyword data varies differently to Hitwise CI data (there’s no download related keywords, preorder keywords or price related keywords?). If you ran a price comparison website then the data on the left wouldn’t be very actionable for you?
  • Unfortunately the homepage is often the most underused pageQuick Exercise:Look in your analytics at the top performing productsLook at the top things people search for internallyResearch the keywords around these productsFor example you notice that you sell a lot of digital SLR cameras, you do your research & see the term “digital slr camera” & “digital slr cameras” are the top traffic permutations of digital cameras. You can now bring this content forward & link via the homepage using the anchor text.
  • Tactical content is the art of using existing content that you have in your database & segmenting it towards a tighter or more targeted keyword focus.Lets use the example above, you have a generic real estate site that lists everything at once when you search. Land, Apartments, Rentals etc. It’s easy to segment this data & create static pages for each group of terms. Have a static landing page that just shows apartments, one that shows land, one that shows rentals. You can then take the tactical content even further by generating location specific & state specific permutations.
  • Once you identify any tactical content area’s it’s pretty easy to bring this content forward & promote it. Homehound is a great example of this break things right down to a granular level. If you don’t have content around a specific term then how do you expect to rank for it?
  • Internal linking & navigation is key to good rankings. The Adobe reader example is a great example of the power of anchor text.

Advanced SEO Strategies Advanced SEO Strategies Presentation Transcript

  • Advanced SEO Strategies
    Stuart McKeown, Product Director
    Edward Lakman, Sales Director
    29th July 2009
  • Agenda
    • SEO Fundamentals
    • Tactical SEO
    • Structural SEO
    • Promotional SEO
    • Analytics & Conversion Optimisation
  • SEO is Complex
  • Structural
    Promotional
    Tactical
    Fundamental Components
    Sub Domains vs Sub Folders
    Meta Data
    Keyword Focus
    URL Structure
    Navigation Structure
    Accessibility
    Sitewide Optimisation
    Internal Linking Focus
    Social Media
    Video Syndication
    Press Releases
    Social Bookmarking
    Directory Submissions
    Article Submissions
    Competitive Analysis
    Keyword Research
    Keyword Gaps
    Content Gaps
    User Generated Content
    Segmenting Content
  • Tactical
    Preparation / Planning / Execution
    Improved rankings = more targeted traffic = more sales
  • Advanced Keyword Research
    Research
    Tools
    Actions
    Goals & Objectives
    Opportunities
    Permutations (i.e. cheap)
    Gaps in current Content
    Internal Search
    Competitor Search Terms
    Industry Search Terms
    Seasonal Fluctuations
    Commercial or Informational
    Hitwise CI
    Search Intelligence
    Clickstream Data
    Google Keyword Tool
    Google SK Tool
    Analytics Data
    MSN Keyword Estimate
    MSN Forecaster
    Optimise Meta Data
    Generate New Content
    Restructure Site
    Segment Customers
    Plan Seasonal Offers
    Increase Conversions
    Improved rankings = more targeted traffic = more sales
  • Compare Data Sources
    Data sources can be wildly different, always include multiple sources during the keyword research & selection process.
    Improved rankings = more targeted traffic = more sales
  • Prepare in Advance
    Plan SEO Activity & SEO
    Promotions Early.
  • Bring your Best Content Forward
    • Typically 90% of the backlinks to a website are pointed at the homepage.
    • The homepage is often one of the most underused SEO advantages
    • What are your top converting or performing pages? Bring them closer to the homepage to take advantage of that link juice
    • Use descriptive anchor text, avoid using language like click here or more info
    Improved rankings = more targeted traffic = more sales
  • Identifying Tactical Content
    • Use database driven templates to generate additional content or sections that target a specific keyword theme.
    • Can you use your existing content better by segmenting it towards a different keyword focus?
    • Can you break keywords down to a city or suburb level (i.e. real estate melbourne)
    • Are you showing too much content on one page that could be split out into multiple pages?
    • Does your keyword research identify keyword gaps that can easily be filled?
  • Tactical Content Creation
    • Tactical content can be highly targeted for relevancy (i.e. Holiday Homes in Lorne)
    • Structure static pages for the content variations (i.e. yoursite.com/holidays-homes/lorne/
    • Template your tags (i.e. Holiday Homes in Lorne </li> <li itemprop="text"> Include key terms in H1 tags & content </li> <li itemprop="text"> Bring the content closer to the homepage </li> <li itemprop="text"> Include your top converting content as sitewide links in your navigation</li></ul>Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> Use Descriptive Internal Linking<br /><ul><li>Avoid language like more info or click here </li> <li itemprop="text"> Use product names as internal anchors </li> <li itemprop="text"> Identify pages with similar content themes & use varying anchor text between them. </li> <li itemprop="text"> Good internal linking also increases pageviews per user (more banner impressions) </li> <li itemprop="text"> Use internal linking to silo pagerank into your content themes & tactical content </li></ul>Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> Comparing SEO to other Channels<br /><ul><li>Tag all your campaigns so you can get a holistic view of everything from your analytics suite (i.e. utm_source=banner) </li> <li itemprop="text"> Compare Organic against Paid, Search against Display & Search/Display against Email </li> <li itemprop="text"> Use this data to remove non-converting sources for each campaign type & improve ROI </li> <li itemprop="text"> This can easily help you win more budget for search when you show how it outperforms more traditional methods </li> <li itemprop="text"> Measure the impact that conversion optimisation can have across multiple channels not just search</li></li></ul><li>Leveraging SEO through PPC<br /><ul><li>You can run tests quicker on new products & offers – SEO could take months to run a test </li> <li itemprop="text"> You can run different messages in parallel </li> <li itemprop="text"> You know your top converting terms </li> <li itemprop="text"> You know the copy that works best </li> <li itemprop="text"> You know which landing pages convert best </li> <li itemprop="text"> SEO compliments your Paid results by reinforcing your position </li> <li itemprop="text"> PPC Cost can reduce over time as the campaign becomes optimised</li></li></ul><li>Structural<br />Accessibility / Layout / Navigation<br />Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> Identify your SEO Red Flags<br />There’s over 100 structural factors that can impact SEO performance, some of these include:<br />URL Canocalisation<br />URL Structure<br />301 Redirects<br />Title Tags &lt;title&gt;<br />Javascript Menus & AJAX<br />Navigation, Category & Brand Structure<br /> </li> <li itemprop="text"> Canocalisation<br />This page: http://www.ebay.com.au/cars/<br />Can technically exist at 8 locations:<br />http://www.ebay.com.au/cars/<br />http://www.ebay.com.au/cars<br />https://www.ebay.com.au/cars/<br />https://www.ebay.com.au/cars<br />http://ebay.com.au/cars/<br />http://ebay.com.au/cars<br />https://ebay.com.au/cars/<br />https://ebay.com.au/cars<br />Not redirected properly & this can lead to duplicate content & usability problems<br /> </li> <li itemprop="text"> URL Structure<br />http://www.alcatel-lucent.com/wps/portal/!ut/p/kcxml/04_Sj9SPykssy0xPLMnMz0vM0Y_QjzKLd4x3tXAESYGYRq6m-pEoYgbxjgiRIH1vfV-P_NxU_QD9gtzQiHJHR0UAFwCmzg!!/delta/base64xml/L3dJdyEvd0ZNQUFzQUMvNElVRS82X0FfNENR<br />http://www.alcatel-lucent.com/about/pr/<br />http://www.alcatel-lucent.com/about/pr.html<br />http://www.alcatel-lucent.com/about/pr.php<br />http://www.alcatel-lucent.com/about/pr.aspx<br /> </li> <li itemprop="text"> 301 Redirects<br /><ul><li>Fixing URL Canocalisation </li> <li itemprop="text"> Changing URL Structure </li> <li itemprop="text"> Moving a Sub Domain </li> <li itemprop="text"> Moving to a new Domain </li> <li itemprop="text"> Redirecting an old domain</li></li></ul><li>Title Tags<br />Home<br />Cars, Car, Cars Online, Car Dealers, Buy a Car<br />Ebay Australia, Cars, Bikes, Electronics, DVD’s & More<br />Online Auctions, Buy & Sell Online at Ebay Australia<br />Title tags need to be relevant to the top traffic driving terms that are relevant to your site – keyword research is key here. <br /> </li> <li itemprop="text"> Javascript Menus & AJAX<br />Search Engines can’t execute Javascript<br /> </li> <li itemprop="text"> Navigation & Category Structure<br />‘Grab the handle & spin the cup for navigation’<br />Clear, usable & search engine crawlable navigation with rich anchor text<br /> </li> <li itemprop="text"> Promotional<br />Link Building / PR / Social Media<br />Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> Is it Natural?<br /><ul><li>Spiky link profile – indicates either paid links or heavy social media activity, highly dependant on how big the spike is in links but Google can detect this. Penalises untrusted sites quicker. </li> <li itemprop="text"> Linear link profile – Link growth is never this linear </li> <li itemprop="text"> Logarithmic / Geometric – Typical link profiles look like this, slow to start and build up over time at the site becomes a more trusted source of content.</li></ul>Improved rankings = more targeted traffic = more sales<br />Image Copyright SEOBook.com<br /> </li> <li itemprop="text"> Link Quality Factors<br />“Backlink profiles are being scrutinised more than ever & paid links are easy to detect.”<br />Permanance<br />Named Anchor Text<br />Anchor Text Spread<br />Contextually Relevant<br />Domain Authority<br />In Content<br />Surrounded by Relevant Content<br />Temporary links indicate paid links or low trust<br />Does the link have relevant anchor text (i.e. Car Hire Melbourne)<br />Natural link profiles have varied anchor text<br />Is the domain linking in highly relevant to yours?<br />Is the domain linking in Strong / High Authority / Backlinks<br />Is the link within content or in the sidebar (could indicate paid)<br />Is the content surrounding the link relevant?<br />Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> Outside the Box Link Building<br />Hiring journalists to write eye grabbing, sharable content<br />Bookmark the content on Digg, Stumbleupon, Tweetmeme & Reddit<br />Contact blogs and websites and promote the content (hint: offer incentives)<br />Create useful tools that your industry will use and link to (i.e. mortgage calculators)<br />Offer prizes and incentives to get people talking about your content<br />Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> Analytics & Conversion Optimisation<br />Analysis / Actionable Data<br />Improved rankings = more targeted traffic = more sales<br /> </li> <li itemprop="text"> Channel Conversion Rates<br />0.5%<br />TV<br />1%<br />Display<br />Conversion Optimisation<br />2.5%<br />3.1%<br />PPC<br />1.2% Increase to Conversion Rates<br />2.5%<br />Organic SEO<br />Huge increase to bottom line<br />3%<br />Email<br />2%<br />XML Feeds<br /> </li> <li itemprop="text"> Segmentation Analysis<br />News visits up 50.85%<br />Lead visitation down by 20.35%<br /><ul><li>Aggregated data rarely provides the insights that you need </li> <li itemprop="text"> Use segments & filters to split up sections of your site for deeper analysis </li> <li itemprop="text"> Notice trends within specific product categories that aren’t apparent with unfiltered data </li> <li itemprop="text"> Identify areas of your site that underperform against any metric that you set</li></li></ul><li>A/B Testing<br /><ul><li>You can run tests quicker on new products & offers – SEO could take months to run a test. </li> <li itemprop="text"> You can run different messages in parallel </li> <li itemprop="text"> You know your top converting terms </li> <li itemprop="text"> You know the copy that works best </li> <li itemprop="text"> You know which landing pages convert best </li> <li itemprop="text"> SEO compliments your Paid results by reinforcing your position </li> <li itemprop="text"> PPC Cost can reduce over time as the campaign becomes optimised</li></ul>Image Source - http://www.kaushik.net/avinash/2008/11/excellent-analytics-tip-measuring-value-of-ecommerce-sales-tools.html<br /> </li> <li itemprop="text"> Multivariate Testing<br /><ul><li>Test multiple colours, variations and combinations across your user base </li> <li itemprop="text"> Multivariate tests allow hundreds of thousands of combinations to be tested</li></li></ul><li>Improving Conversion Rates<br />58% Conversion rate increase<br /><ul><li>Thousands of potential variations can be tested </li> <li itemprop="text"> Having controlled testing environments is the key to success – change, test, analyse, action </li> <li itemprop="text"> Layout is just one part of the equation, notice in the example above how use of language can also have a huge impact on conversion rates </li> <li itemprop="text"> Other factors to consider – removing noise on the page (navigation etc), adding testimonials, reducing ‘barrier to entry’</li></ul>Image Copyright SiteTuners.com<br /> </li> <li itemprop="text"> Questions?<br /> </li> <li itemprop="text"> Now You Know<br />stuart.mckeown@hitwise.com<br /> </li> </ul> </div><!-- .transcript --> </div><!-- .assets --> </div><!-- itemscope --> <footer> <div class="footer-leaderboard-ad"> <div class="transcriptAd"> <div id="transcriptAdHolder"><script type="text/javascript">slideshare_object._adQueue.push({ tile : 4, zone : 'slideview', dart_code: '%3Bkw%3DGoogle%3Bkw%3DWebsite%3Bkw%3DPay%2Bper%2Bclick%3Bkw%3DWeb%2Bsearch%2Bengine%3Bkw%3DWeb%2BDesign%2Band%2BDevelopment%3Bkw%3DPromotion%3Bkw%3DSearch%2Bengine%2Boptimization%3Bkw%3DSocial%2BBookmarking%3Bcat%3Dtechnology', width: 728, height: 90, appendTo: 'transcriptAdHolder', lazyLoad: true});</script></div> </div> </div> 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