Advanced SEO     Foundation & Deep Dive Techniques Etela Ivkovic, GM, DragonSearch - @Etela, +Etela Josepf Haslam, Biz Dev...
Background on SEO    What/Why• Context of SEO: looking at  it’s influence and history  and tying it all together  with  “H...
Context Slide from infographics2/19/2013               DRAGONSEARCH MARKETING I February 2013   3
97%                     of online consumers research products & services                                   online before b...
Promise of Google2/19/2013               DRAGONSEARCH MARKETING I February 2013   5
Context slide SEO/Social2/19/2013                   DRAGONSEARCH MARKETING I February 2013   6
Evolution2/19/2013               DRAGONSEARCH MARKETING I February 2013   7
0. Self Published Indexes/Directories1. Human Published SERPs (Yahoo)2. Counting Words on a Page (AltaVista/Lycos)3. Count...
Step back2/19/2013   DRAGONSEARCH MARKETING I February 2013   9
Why Social Recommendations2/19/2013             DRAGONSEARCH MARKETING I February 2013   10
What is SEO• We take a deeper dive into the technical side of SEO• Explaining how it has morphed from a three legged  stoo...
What is SEO?• Search Engine Optimization is the Art &  Science of helping your site be crawled,  indexed and be found in O...
Optimization The 3 legged stool of SEO just got another leg1. Site Content2. Site Code, Structure &   Performance3. Extern...
Learning Objectives• We will clear the major elements of SEO in this  order:2/19/2013                          DRAGONSEARC...
Learning Objectives•   The importance of and how to conduct advanced keyword research•   Advanced on-page optimization wit...
But first, the Goal• “Start with the end in mind” Dr. Stephen Covey2/19/2013                        DRAGONSEARCH MARKETING...
What’s The End Objective               THE MONEY!2/19/2013                   DRAGONSEARCH MARKETING I February 2013   17
Be Found Online, Drive Results!2/19/2013               DRAGONSEARCH MARKETING I February 2013   18
How Do I Get More (and Better)            Organic Traffic?• Understand keywords (search phrases) that  are important to yo...
Take a Deep Breath• A website is posted, linked to, or updates its  content• Search engine “spider” or “bot” crawls the pa...
Advanced Keyword Research• It all starts here, you have to understand what  people are searching for and how that is relat...
Advanced Keyword Research•   It starts with your own Analytics•   Track your internal site search•   Google Suggest•   AdW...
2/19/2013   DRAGONSEARCH MARKETING I February 2013   23
What is Google Analytics? • Free, easy-to-use web analytics tool • Provides reports showing how visitors found your websit...
What Answers Can Google Analytics              Provide?  Where are visitors   coming from?What keywords did   they use?  A...
Set goals and track performance
Multi Channel Funnels –            Tracking the Marketing Mix2/19/2013                    DRAGONSEARCH MARKETING I Februar...
Using AdWords for Keywords • How does Google make 98% of its revenue?     – PPC • Google’s AdWords will show you how Googl...
Image copyright: public domain2/19/2013   DRAGONSEARCH MARKETING I February 2013    29
Research     – Body Text here     – Body Text here     – This is a test     – 123 2/19/2013              DRAGONSEARCH MARK...
Focus                             Rumplestiltskin                         Big Bad Wolf            Cinderella   Sleeping Be...
Google Trends for Search   View what the world is searching for and gain insights for your business2/19/2013              ...
Applying Trends to Predict Product Sales• Compare interest between states or regions:    o What type of jeans should a Wyo...
Google Suggest               What people are searching for on Google• Drops down a list of suggestions as you type• People...
How to Use Google Suggest• Type s-l-o-w-l-y, pay attention, be creative• Keep typing letter by letter and the suggestions ...
Short Head – Long TailBeastMythical Beast        Mythical New York Beast                              Mythical New York Su...
Think in Neighborhoods2/19/2013                  DRAGONSEARCH MARKETING I February 2013   38
Checkout Competition2/19/2013                 DRAGONSEARCH MARKETING I February 2013   39
Recap of Keyword Research•   Start with your site’s analytics•   Study your internal site search•   Play with Google Sugge...
Advanced On-page Optimization (1)• Search engines rank pages also factoring    o   usability,    o   social signals,    o ...
Advanced On-page Optimization (2)• Research, benchmark, compare to competitors,  plan goals, prioritize• Continue on-page ...
Advanced on-page optimization (3)• Use Schema (more on this later)• Pay attention to your entire site’s theme• Create and ...
Doing Things the Right Way2/19/2013                DRAGONSEARCH MARKETING I February 2013   44
Spiders read the HTML        <HTML>        </HTML>2/19/2013                 DRAGONSEARCH MARKETING I February 2013   45
Organized HTML is Important!  <HTML>            <head>            </head>            <body>            </body>   </HTML>2/...
Dual view of code/SERP        <HTML>            <head>            <Title> My Title </Title>            <Meta Name=“Descrip...
<h1>My Top Header</h1>            <p>A bunch of paragraph text</p>            <h2>A Secondary Header</h2>            <p>An...
Schema.org• Structured data      o Helps search engines understand data & provide better search results•    Major search e...
Recap of On-page Optimization• Research, benchmark, plan• Make sure your site is accessible to spiders, loads fast, is wel...
Resources & ToolsTools• Webmaster Tools• Google Analytics• Google AdWords Keyword Tool• YouTube Keyword ToolBlogs• DragonS...
Advanced Off-site Factors• If you build it they will not come• Unless you are the only one in the world with  your unique ...
Advanced Off-site Factors• Off-site begins with “real”, great content• Get your great content in front of the target  audi...
The Back Link Portfolio             Link building changed but is still very important                                    H...
Not All Links are Equal2/19/2013                   DRAGONSEARCH MARKETING I February 2013   55
Why Links Are Important• Links to your pages confer authority and  relevancy to that page• The more important the page lin...
Why Links Are Important To Google•   Links tell Google what a website is about•   What keywords are relevant to your site•...
Old School vs. New School SEO        OLD SCHOOL                                           NEW SCHOOL      SHORT HAND OPTIM...
Google Webmaster Tools2/19/2013                DRAGONSEARCH MARKETING I February 2013   59
How to Evaluate the Health of Your            Backlink Portfolio• Walk-through SEOMOZ’s OpenSitExplorer.org• A tool to eva...
2/19/2013   DRAGONSEARCH MARKETING I February 2013   61
2/19/2013   DRAGONSEARCH MARKETING I February 2013   62
2/19/2013   DRAGONSEARCH MARKETING I February 2013   63
2/19/2013   DRAGONSEARCH MARKETING I February 2013   64
How to Assess the Strength of Your         Competitor Backlinks• We continue our walk-through SEOMOZ’s Open Sit  Explorer ...
Review Linking Domains & Anchor Text2/19/2013             DRAGONSEARCH MARKETING I February 2013   66
Local•   On-page     o Local signals - Address, local phone, geographical relevance, etc.     o Traditional SEO best pract...
Google Panda & Penguin• We focus on the big two named changes, but, Google has  fundamentally changed how they index the w...
Google Panda Updates• First released February 23, 2011• Panda #24 released January 22, 2013• Target:  thin content, conten...
Panda – What Do I Do?• Vision for your company and content. Differentiate yourself.• Create awesome, unique content. Good ...
Google Penguin Updates              • First released April 24, 2012              • Penguin #3 released October 5, 2012    ...
Penguin – What Do I Do?               •   Did your traffic drop right after 4/24/12? Hit.               •   Did your traff...
Do Not Do This! Please!             Resources             • Google’s Link Schemes Guidelines2/19/2013                     ...
Panda <3 PenguinWhy I think they got  married• Target spam, link  scheme• Low quality content,  keyword stuffing• Low qual...
Other Updates• June 2010 - Caffeine rollout      o Index freshness: nearly real time        crawling and indexing      o S...
How Do I Deal with Constant Updates?• They are here to stay and more is coming• Panda/Penguin changed the way many busines...
Overcoming CMS Problems• Wordpress example using an SEO Plug-in as a  best practice2/19/2013                      DRAGONSE...
2/19/2013   DRAGONSEARCH MARKETING I February 2013   78
2/19/2013   DRAGONSEARCH MARKETING I February 2013   79
2/19/2013   DRAGONSEARCH MARKETING I February 2013   80
2/19/2013   DRAGONSEARCH MARKETING I February 2013   81
Not All CMS’s are Created Equal• Open Source platforms like WordPress typically  have a wider variety of options• SEO is c...
SEO & Social Media• “The answer my friend, is blowing in the wind, the  answer is blowing in the wind.” Bob Dylan• SEO & S...
Evidence of Social Influence• 71% to 83% of people   Social Influence on Purchasing  use “Reviews” to  influence purchase ...
Why Does Social Add so Much Value?              Revenue per Order % Difference            Social/Others    $   280.00     ...
What it looks like
McGinnis Example
McGinnis logged out
Virtuous Circle of Social Media for SEO
Enterprise Level Social Monitoring2/19/2013             DRAGONSEARCH MARKETING I February 2013   91
Sysomos2/19/2013             DRAGONSEARCH MARKETING I February 2013   92
Illustration from Ric Dragon’s Social Marketology book
How Do I Measure Success?    • Install Google Analytics    • Set up goals    • Set up Google and Bing Webmaster Tools    •...
The Future is?2/19/2013              DRAGONSEARCH MARKETING I February 2013   95
The Future• Google’s mission is to organize the world’s information and  make it universally accessible and useful• What G...
Q & A!Any and all questions entertained!Josepf Haslam, Etela Ivkovic |  DragonSearch.net/blogJosepf@dragonsearch.net |  Tw...
Appendix - Useful Links and Resources• DragonSearch’s blog• Josepf’s Scoop.it and Josepf’s Pinterest•   Keyword Rich Domai...
More Resources & ToolsTools• Webmaster Tools• Google Analytics• Google AdWords Keyword Tool• YouTube Keyword ToolBlogs• Dr...
Thank You!                                Social Marketology book                                  Available on Amazon!Jos...
Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic DragonSearch
Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic DragonSearch
Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic DragonSearch
Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic DragonSearch
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Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic DragonSearch

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Learning Objectives

- The importance of and how to conduct advanced keyword research
- Advanced on-page optimization with cross linking strategy
- Advanced off-site factors including link building and maintenance
- How to evaluate the health of your backlink portfolio
- How to assess the strength of your competitor backlinks and where their visitors come from
- Discover how to identify the demographics of your top competitor sites
- What is Google Panda & Penguin updates and how to use them to your advantage
- How to overcome common problems associated with CMS driven sites such as duplicate
content, spider traps
- SEO & Social Media
- Understand Google’s vision for the future of search to gain a competitive advantage.

Search Engine Optimization is the Art & Science of helping your site be crawled, indexed and be found in Organic/Natural (nonpaid) Search Results.
SEO is a process & a mindset
Expands into site architecture, coding performance, usability, content quality, user interaction, sharing and conversion.

How Do I Get More (and Better) Organic Traffic?
Understand keywords (search phrases) that are important to you
Understand how Google determines relevance
Build and optimize your site based on keyword research for all 4 elements of SEO (later)
Get citations / shares / back-links to improve positions over time
Measure, tweak and test based on Analytics

Why Web Back-links are important
Links to your pages confer authority and relevancy to that page
The more important the page linking to you, the more beneficial for you
The more relevant the page linking to you is, the better
The more relevant the wording that people use to link to your site, the better
Links tell Google what a website is about
What keywords are relevant to your site
How important your site is
Where your site is
What content niche the site occupies – what the context of your site is

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  • Search engines aren’t just a tool to help us find news articles or guacamole recipes. Search engines are running a business—a business whose success relies on providing you legitimate, relevant results.
  • Evolution of Search
  • Transition to Spiders, Bots, Math Hash, Neo trying to bring the human back into it
  • What we really want, personal timely reviews from trusted sources
  • E
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  • To  begin to understand why some visitors aren’t converting on your website, you need to understand what they did on your website. This is called website analytics data  -- and you can use it to better understand the strengths and weaknesses of your website. This helps you get into your customer’s mind set. ** stress that point.Google provides a free, hosted analytics solution called Google Analytics, GA for short.GA may be free, but it’s powerful.  Some of the largest brands and websites in the world have opted to use this solution, and hundreds of thousands of websites now rely on GA for web analytics.With more than 80 highly customizable reports, GA helps answer questions about the effectiveness of your website’s content, how engaged your users are with the site, where they abandon your shopping cart and much more.Using this data, you can make smart decisions and make sure that the money spent on AdWords is delivering the results you want.
  • http://www.youtube.com/watch?v=Cz4yHOKE5j8
  • Let’s look at what it means to do research.
  • 5:18 ||
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  • Clay Shirkey, Chris Anderson…Vilfredo Pareto – recognized by Joseph M. Juran – Quality consultant to the Japanese auto makers:Google: “20 to 25% of the queries we see today, we have never seen before”
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  • http://www.scoop.it/t/social-search-seo/p/1181351503/80-percent-of-shoppers-change-purchase-decision-based-on-negative-reviews-research
  • http://www.scoop.it/t/social-search-seo/p/1181351539/social-marketing-drives-higher-value-revenues-seo-social-marketing
  • Review a SERP changing to reflect Social, transition to World of Engagement
  • http://www.youtube.com/watch?v=agVOpF1VtV8&amp;feature=plcp
  • E
  • Advanced SEO Workshop presented to Webgrrls by Josepf Haslam & Etela Ivkovic DragonSearch

    1. 1. Advanced SEO Foundation & Deep Dive Techniques Etela Ivkovic, GM, DragonSearch - @Etela, +Etela Josepf Haslam, Biz Dev, DragonSearch - @Josepf2/19/2013 DRAGONSEARCH MARKETING I February 2013 1
    2. 2. Background on SEO What/Why• Context of SEO: looking at it’s influence and history and tying it all together with “How to grow your business online” infographResource• The Complete Walk-Through to Grow Your Business Online #Infographic• The DragonSearch Online Marketing Manual 2/19/2013 DRAGONSEARCH MARKETING I February 2013 2
    3. 3. Context Slide from infographics2/19/2013 DRAGONSEARCH MARKETING I February 2013 3
    4. 4. 97% of online consumers research products & services online before buying Source: BIA/Kelsey Group, User View Wave VII, May 20102/19/2013 DRAGONSEARCH MARKETING I February 2013 4
    5. 5. Promise of Google2/19/2013 DRAGONSEARCH MARKETING I February 2013 5
    6. 6. Context slide SEO/Social2/19/2013 DRAGONSEARCH MARKETING I February 2013 6
    7. 7. Evolution2/19/2013 DRAGONSEARCH MARKETING I February 2013 7
    8. 8. 0. Self Published Indexes/Directories1. Human Published SERPs (Yahoo)2. Counting Words on a Page (AltaVista/Lycos)3. Counting Words & External Links (Google)4. PageRank and “Voting” with Links (Google/Bing)5. Social Voting, Site Authority, Awesome Content, Citations, Connectedness, Author Citations/Rank2/19/2013 DRAGONSEARCH MARKETING I February 2013 8
    9. 9. Step back2/19/2013 DRAGONSEARCH MARKETING I February 2013 9
    10. 10. Why Social Recommendations2/19/2013 DRAGONSEARCH MARKETING I February 2013 10
    11. 11. What is SEO• We take a deeper dive into the technical side of SEO• Explaining how it has morphed from a three legged stool to four legs and then turn to our learning objectives2/19/2013 DRAGONSEARCH MARKETING I February 2013 11
    12. 12. What is SEO?• Search Engine Optimization is the Art & Science of helping your site be crawled, indexed and be found in Organic/Natural (nonpaid) Search Results.• SEO is a process & a mindset• Expands into site architecture, coding performance, usability, content quality, user interaction, sharing and conversion2/19/2013 DRAGONSEARCH MARKETING I February 2013 12
    13. 13. Optimization The 3 legged stool of SEO just got another leg1. Site Content2. Site Code, Structure & Performance3. External Backlinks4. Social Signals2/19/2013 DRAGONSEARCH MARKETING I February 2013 13
    14. 14. Learning Objectives• We will clear the major elements of SEO in this order:2/19/2013 DRAGONSEARCH MARKETING I February 2013 14
    15. 15. Learning Objectives• The importance of and how to conduct advanced keyword research• Advanced on-page optimization with cross linking strategy• Advanced off-site factors including link building and maintenance• How to evaluate the health of your back-link portfolio• How to assess the strength of your competitor back-links and where their visitors come from• Discover how to identify the demographics of your top competitor sites• What is Google Panda & Penguin updates and how to use them to your advantage• How to overcome common problems associated with CMS driven sites such as duplicate content, spider traps• SEO & Social Media• Understand Google’s vision for the future of search to gain a competitive advantage2/19/2013 DRAGONSEARCH MARKETING I February 2013 15
    16. 16. But first, the Goal• “Start with the end in mind” Dr. Stephen Covey2/19/2013 DRAGONSEARCH MARKETING I February 2013 16
    17. 17. What’s The End Objective THE MONEY!2/19/2013 DRAGONSEARCH MARKETING I February 2013 17
    18. 18. Be Found Online, Drive Results!2/19/2013 DRAGONSEARCH MARKETING I February 2013 18
    19. 19. How Do I Get More (and Better) Organic Traffic?• Understand keywords (search phrases) that are important to you• Understand how Google determines relevance• Build and optimize your site based on keyword research for all 4 elements of SEO (later)• Get citations / shares / back-links to improve positions over time• Measure, tweak and test based on Analytics2/19/2013 DRAGONSEARCH MARKETING I February 2013 19
    20. 20. Take a Deep Breath• A website is posted, linked to, or updates its content• Search engine “spider” or “bot” crawls the page• Skims URL, page titles, meta data, text, images, etc.• Follow links, counts in/out• Indexes keywords, SEMANTICS, notes frequency• “Weighs” the page relative to others as well as based on user behavior for topical relevance & quality2/19/2013 DRAGONSEARCH MARKETING I February 2013 20
    21. 21. Advanced Keyword Research• It all starts here, you have to understand what people are searching for and how that is related to your business.2/19/2013 DRAGONSEARCH MARKETING I February 2013 21
    22. 22. Advanced Keyword Research• It starts with your own Analytics• Track your internal site search• Google Suggest• AdWords Keyword Tool• Google Trends• YouTube Keyword Tool• Keyword Spy2/19/2013 DRAGONSEARCH MARKETING I February 2013 22
    23. 23. 2/19/2013 DRAGONSEARCH MARKETING I February 2013 23
    24. 24. What is Google Analytics? • Free, easy-to-use web analytics tool • Provides reports showing how visitors found your website, and what they did when they got there • Measures the effectiveness of your online and offline marketing campaigns • You STILL may need to build a Marketing ROI Dashboard to integrate offline channels!!! www.google.com/analytics2/19/2013 DRAGONSEARCH MARKETING I February 2013 24
    25. 25. What Answers Can Google Analytics Provide? Where are visitors coming from?What keywords did they use? Am I creatingeffective content?Where are visitors abandoning my shopping cart? How can I improve site interaction?2/19/2013 DRAGONSEARCH MARKETING I February 2013 25 26
    26. 26. Set goals and track performance
    27. 27. Multi Channel Funnels – Tracking the Marketing Mix2/19/2013 DRAGONSEARCH MARKETING I February 2013 27
    28. 28. Using AdWords for Keywords • How does Google make 98% of its revenue? – PPC • Google’s AdWords will show you how Google evaluates your site for Paid Advertising2/19/2013 DRAGONSEARCH MARKETING I February 2013 28
    29. 29. Image copyright: public domain2/19/2013 DRAGONSEARCH MARKETING I February 2013 29
    30. 30. Research – Body Text here – Body Text here – This is a test – 123 2/19/2013 DRAGONSEARCH MARKETING I February 2013 30
    31. 31. Focus Rumplestiltskin Big Bad Wolf Cinderella Sleeping Beauty Mother Goose2/19/2013 DRAGONSEARCH MARKETING I February 2013 32
    32. 32. Google Trends for Search View what the world is searching for and gain insights for your business2/19/2013 DRAGONSEARCH MARKETING I February 2013 33
    33. 33. Applying Trends to Predict Product Sales• Compare interest between states or regions: o What type of jeans should a Wyoming retailer stock? o What about Oklahoma?2/19/2013 DRAGONSEARCH MARKETING I February 2013 34
    34. 34. Google Suggest What people are searching for on Google• Drops down a list of suggestions as you type• People are asking Google..2/19/2013 DRAGONSEARCH MARKETING I February 2013 35
    35. 35. How to Use Google Suggest• Type s-l-o-w-l-y, pay attention, be creative• Keep typing letter by letter and the suggestions will change• Try it signed out o Google pulls from your history (if signed in) and other users, indexed sites and ads.• Great way to get ideas to expand your topical relevance, attract new relevant traffic and consider paid ads• Write down the ideas and run them through the Google AdWords keyword research tool o Experiment by checking “Don’t show ideas for new keywords”o Compare the results, take them to Google Trendso Watch Suggest for reputation management purposesResources• How Google’s “Search Suggest” Works Video2/19/2013 DRAGONSEARCH MARKETING I February 2013 36
    36. 36. Short Head – Long TailBeastMythical Beast Mythical New York Beast Mythical New York Subway Beast 2/19/2013 DRAGONSEARCH MARKETING I February 2013 37
    37. 37. Think in Neighborhoods2/19/2013 DRAGONSEARCH MARKETING I February 2013 38
    38. 38. Checkout Competition2/19/2013 DRAGONSEARCH MARKETING I February 2013 39
    39. 39. Recap of Keyword Research• Start with your site’s analytics• Study your internal site search• Play with Google Suggest• Get search volume and competition data from AdWords• Check and compare key phrase performance over time in Google Trends• Map out your site and document your keyword strategy• Use the long tail• Pay close attention to related terms and synonyms2/19/2013 DRAGONSEARCH MARKETING I February 2013 40
    40. 40. Advanced On-page Optimization (1)• Search engines rank pages also factoring o usability, o social signals, o site authority, o user interaction with the site, o speed, etc.• Google factors in UX (User Experience) o Running a CRO (Conversion Rate Optimization) program will help focus on UX2/19/2013 DRAGONSEARCH MARKETING I February 2013 41
    41. 41. Advanced On-page Optimization (2)• Research, benchmark, compare to competitors, plan goals, prioritize• Continue on-page optimization best practices!• Use semantically related words and synonyms• Get UGC (user generated content) like reviews, comments, etc.• Enable and encourage social sharing2/19/2013 DRAGONSEARCH MARKETING I February 2013 42
    42. 42. Advanced on-page optimization (3)• Use Schema (more on this later)• Pay attention to your entire site’s theme• Create and publish awesome content on a regular basis• Make sure your site is structured well around your audience’s needs and your important pages• Use CRO to improve site performance and UX• Ensure your site was built with clean code, is fast, accessible, content is indexable2/19/2013 DRAGONSEARCH MARKETING I February 2013 43
    43. 43. Doing Things the Right Way2/19/2013 DRAGONSEARCH MARKETING I February 2013 44
    44. 44. Spiders read the HTML <HTML> </HTML>2/19/2013 DRAGONSEARCH MARKETING I February 2013 45
    45. 45. Organized HTML is Important! <HTML> <head> </head> <body> </body> </HTML>2/19/2013 DRAGONSEARCH MARKETING I February 2013 46
    46. 46. Dual view of code/SERP <HTML> <head> <Title> My Title </Title> <Meta Name=“Description” Content=“This is my page”> <Meta Name=“Keywords” Content=“this, that, other”> </head>2/19/2013 DRAGONSEARCH MARKETING I February 2013 47
    47. 47. <h1>My Top Header</h1> <p>A bunch of paragraph text</p> <h2>A Secondary Header</h2> <p>And a lot more paragraph text</p> <h3>A Tertiary Header</h3> <p>And perhaps some more text</p> <p>A List:</p> <ul> <li>A list item</li> <li>Another list item</li> <li>Yet another list item</li> </ul> <p>And this is a <a href="http://mylink.com">LINK </a></p>2/19/2013 DRAGONSEARCH MARKETING I February 2013 48
    48. 48. Schema.org• Structured data o Helps search engines understand data & provide better search results• Major search engines need and support it• Enhanced search display – stand out• Sites are already benefiting from it• Events, products, recipes, reviews, videos, etc.• Go through the list and use what applies to your site• Tag your data• Test your code, preview your snippetResources• Schema.org - Full Hierarchy• Schema.orgs FAQ and blog• Structured Data Testing Tool 2/19/2013 DRAGONSEARCH MARKETING I February 2013 49
    49. 49. Recap of On-page Optimization• Research, benchmark, plan• Make sure your site is accessible to spiders, loads fast, is well structured and coded• Keep your site’s theme focused• Follow traditional on-page optimization best practices: title, description, headers, copy, images, link out to high authority relevant sites, cross linking, URLs, call to action, etc.• Do not over-optimize pages, links• Use natural language: synonyms, related, relevant terms, stemming variations, singular/plural, etc.• Use Schema• Get UGC• Get social2/19/2013 DRAGONSEARCH MARKETING I February 2013 50
    50. 50. Resources & ToolsTools• Webmaster Tools• Google Analytics• Google AdWords Keyword Tool• YouTube Keyword ToolBlogs• DragonSearch Marketology Blog• SEOmoz – Blog and community• Matt Cutts – Head of Google’s Webspam team• Search Engine Land – News, insights2/19/2013 DRAGONSEARCH MARKETING I February 2013 51
    51. 51. Advanced Off-site Factors• If you build it they will not come• Unless you are the only one in the world with your unique content• We turn to off-site factors in SEO in this next section2/19/2013 DRAGONSEARCH MARKETING I February 2013 52
    52. 52. Advanced Off-site Factors• Off-site begins with “real”, great content• Get your great content in front of the target audience• Where are they?• Do real life stuff o Get involved with on and offline communities, sponsor, donate, help, etc.• Be a guest author2/19/2013 DRAGONSEARCH MARKETING I February 2013 53
    53. 53. The Back Link Portfolio Link building changed but is still very important High Special Sites Easy Difficult Low Directories2/19/2013 DRAGONSEARCH MARKETING I February 2013 54
    54. 54. Not All Links are Equal2/19/2013 DRAGONSEARCH MARKETING I February 2013 55
    55. 55. Why Links Are Important• Links to your pages confer authority and relevancy to that page• The more important the page linking to you, the more beneficial for you• The more relevant the page linking to you is, the better• The more relevant the wording that people use to link to your site, the better2/19/2013 DRAGONSEARCH MARKETING I February 2013 56
    56. 56. Why Links Are Important To Google• Links tell Google what a website is about• What keywords are relevant to your site• How important your site is• Where your site is• What content niche the site occupies – what the context of your site is2/19/2013 DRAGONSEARCH MARKETING I February 2013 57
    57. 57. Old School vs. New School SEO OLD SCHOOL NEW SCHOOL SHORT HAND OPTIMIZATION BROADER LONG TAIL Fueled BACKLINKS Reciprocal Linking RELATIONSHIPS by Social RELEVANT CONNECTIONS Media RELEVANT CONNECTIONS2/19/2013 DRAGONSEARCH MARKETING I February 2013 58
    58. 58. Google Webmaster Tools2/19/2013 DRAGONSEARCH MARKETING I February 2013 59
    59. 59. How to Evaluate the Health of Your Backlink Portfolio• Walk-through SEOMOZ’s OpenSitExplorer.org• A tool to evaluate your own site and your competition 2/19/2013 DRAGONSEARCH MARKETING I February 2013 60
    60. 60. 2/19/2013 DRAGONSEARCH MARKETING I February 2013 61
    61. 61. 2/19/2013 DRAGONSEARCH MARKETING I February 2013 62
    62. 62. 2/19/2013 DRAGONSEARCH MARKETING I February 2013 63
    63. 63. 2/19/2013 DRAGONSEARCH MARKETING I February 2013 64
    64. 64. How to Assess the Strength of Your Competitor Backlinks• We continue our walk-through SEOMOZ’s Open Sit Explorer to take a closer look at competitive back- links2/19/2013 DRAGONSEARCH MARKETING I February 2013 65
    65. 65. Review Linking Domains & Anchor Text2/19/2013 DRAGONSEARCH MARKETING I February 2013 66
    66. 66. Local• On-page o Local signals - Address, local phone, geographical relevance, etc. o Traditional SEO best practices – geo-modified• Off-site o Local links, listings, maps, proper categories, etc. o NAP – name, address, phone number consistency o Google+ - verification, accurate category, local address and phone number o Who is ranking for your terms? o What are they doing? o How can you be on their site?• Reviews• Ratings• Citations• Social mentionsResources• 2012 Local Search Ranking Factors• Glossary of Local Search Terms and Definitions2/19/2013 DRAGONSEARCH MARKETING I February 2013 67
    67. 67. Google Panda & Penguin• We focus on the big two named changes, but, Google has fundamentally changed how they index the web. Wake up and pay attention! 2/19/2013 DRAGONSEARCH MARKETING I February 2013 68
    68. 68. Google Panda Updates• First released February 23, 2011• Panda #24 released January 22, 2013• Target: thin content, content farms, sites with high ad-to-content ratios, quality, authority, trust, integrates user signals2/19/2013 DRAGONSEARCH MARKETING I February 2013 69
    69. 69. Panda – What Do I Do?• Vision for your company and content. Differentiate yourself.• Create awesome, unique content. Good content is not good enough.• Remove duplicate content• Remove low quality pages• Improve or merge shallow content into high-quality content• Low quality content will affect the high quality pages and the entire site’s rankings• Strategic cross linking strategy• Stop chasing the algorithm & focus on the user and long term business development – do #RCS: real company stuffResources:• Google’s guidance on building high-quality sites• Panda Update News• Google Panda Update, One Year Later, Infographic2/19/2013 DRAGONSEARCH MARKETING I February 2013 70
    70. 70. Google Penguin Updates • First released April 24, 2012 • Penguin #3 released October 5, 2012 • Target: webspam, link schemes, over optimized anchor text, keyword stuffing, cloaking, low quality content2/19/2013 DRAGONSEARCH MARKETING I February 2013 71
    71. 71. Penguin – What Do I Do? • Did your traffic drop right after 4/24/12? Hit. • Did your traffic increase? Benefited. • Clean up on-page spam • Remove spammy links – also check for WordPress plug-ins that may insert hidden links • Don’t stuff keywords in your anchor text for both internal and external links • Only use the Disavow Tool if you have to • Diversify and build high-quality, relevant links • Get social media love Resources • Report errors if you think you were penalized by mistake • Google’s Disavow Links Tool – To Use or Not to Use? • Link Building Strategies of Yosemite Sam Meet Google’s Disavow Tool • Penguin Recovery During Panda Update Case Study • Post-Penguin Anchor Text Case Study2/19/2013 DRAGONSEARCH MARKETING I February 2013 72
    72. 72. Do Not Do This! Please! Resources • Google’s Link Schemes Guidelines2/19/2013 DRAGONSEARCH MARKETING I February 2013 73
    73. 73. Panda <3 PenguinWhy I think they got married• Target spam, link scheme• Low quality content, keyword stuffing• Low quality links• Authority, trust• Social signals• Moving towards quality, unique content & authorship2/19/2013 DRAGONSEARCH MARKETING I February 2013 74
    74. 74. Other Updates• June 2010 - Caffeine rollout o Index freshness: nearly real time crawling and indexing o Set the stage for Panda and Penguin• May 2010 – Mayday; returning quality results for long-tail queries• February 2011 – Panda• April 2012 – Penguin• May 2012 - Knowledge Graph• August 2012— 7-Result SERPs• September 2012 – Exact Match Domain UpdateResources• Keyword Rich Domain Names – Should You Invest?• 7 Is The New 10? Google Showing Fewer Results & More From Same Domain• Search quality highlights: 65 changes for August and September2/19/2013 DRAGONSEARCH MARKETING I February 2013 75
    75. 75. How Do I Deal with Constant Updates?• They are here to stay and more is coming• Panda/Penguin changed the way many businesses approach online marketing• Understand your niche and audience; set yourself apart• Focus on doing real business development = be update proof• Google will crush algorithm manipulation efforts• Have a multi pronged approach2/19/2013 DRAGONSEARCH MARKETING I February 2013 76
    76. 76. Overcoming CMS Problems• Wordpress example using an SEO Plug-in as a best practice2/19/2013 DRAGONSEARCH MARKETING I February 2013 77
    77. 77. 2/19/2013 DRAGONSEARCH MARKETING I February 2013 78
    78. 78. 2/19/2013 DRAGONSEARCH MARKETING I February 2013 79
    79. 79. 2/19/2013 DRAGONSEARCH MARKETING I February 2013 80
    80. 80. 2/19/2013 DRAGONSEARCH MARKETING I February 2013 81
    81. 81. Not All CMS’s are Created Equal• Open Source platforms like WordPress typically have a wider variety of options• SEO is critical to your website being found and therefore your business results• You may want to consider a platform move before investing a lot of time into site optimization…2/19/2013 DRAGONSEARCH MARKETING I February 2013 83
    82. 82. SEO & Social Media• “The answer my friend, is blowing in the wind, the answer is blowing in the wind.” Bob Dylan• SEO & Social are merging in ways no-one can accurately predict, however…2/19/2013 DRAGONSEARCH MARKETING I February 2013 84
    83. 83. Evidence of Social Influence• 71% to 83% of people Social Influence on Purchasing use “Reviews” to influence purchase 17% decisions Does not use Uses Online Reviews 83%• 80% will change a decision based on negative reviews 2/19/2013 DRAGONSEARCH MARKETING I February 2013 85
    84. 84. Why Does Social Add so Much Value? Revenue per Order % Difference Social/Others $ 280.00 107% Social Primary $ 249.08 84% Paid/Org $ 230.07 70% Display $ 206.00 52% Organic $ 135.37• A study of 56 billion impressions, 2.7 billion clicks and $13 billion in revenue concludes that inclusion of Social Media increases revenue 84% over natural search alone.2/19/2013 DRAGONSEARCH MARKETING I February 2013 86
    85. 85. What it looks like
    86. 86. McGinnis Example
    87. 87. McGinnis logged out
    88. 88. Virtuous Circle of Social Media for SEO
    89. 89. Enterprise Level Social Monitoring2/19/2013 DRAGONSEARCH MARKETING I February 2013 91
    90. 90. Sysomos2/19/2013 DRAGONSEARCH MARKETING I February 2013 92
    91. 91. Illustration from Ric Dragon’s Social Marketology book
    92. 92. How Do I Measure Success? • Install Google Analytics • Set up goals • Set up Google and Bing Webmaster Tools • Your goal is not to RANK! • Increase in visitors to the site • Bounce rate • Visit length • Number of pages visited • Engagement and sharing • Comments, reviews, social sharing and mentions • Conversions • Sales, form submissions, leads, phone calls, etc. • Measure, tweak, test Resources • Website Search Engine Rankings Got You Down? Stop the Insanity!2/19/2013 DRAGONSEARCH MARKETING I February 2013 94
    93. 93. The Future is?2/19/2013 DRAGONSEARCH MARKETING I February 2013 95
    94. 94. The Future• Google’s mission is to organize the world’s information and make it universally accessible and useful• What Google believes: o #1: Focus on the user and all else will follow. o Knowledge Graph - "the semantic web", the system that has understanding as well as data o Moving from an information engine to a knowledge engine• The only constant is change• Information will come to you• Personalization, studying user behavior• Adapt early• Diversify your marketing efforts; don’t rely on Google only• … It may not be Google2/19/2013 DRAGONSEARCH MARKETING I February 2013 96
    95. 95. Q & A!Any and all questions entertained!Josepf Haslam, Etela Ivkovic | DragonSearch.net/blogJosepf@dragonsearch.net | Twitter: @JosepfEtela@dragonsearch.net | Twitter: @Etela 2/19/2013 DRAGONSEARCH MARKETING I February 2013 97
    96. 96. Appendix - Useful Links and Resources• DragonSearch’s blog• Josepf’s Scoop.it and Josepf’s Pinterest• Keyword Rich Domain Names – Should You Invest?• 7 Is The New 10? Google Showing Fewer Results & More From Same Domain• Search quality highlights: 65 changes for August and September• Report errors if you think you were penalized by mistake• Google’s Disavow Links Tool – To Use or Not to Use?• Link Building Strategies of Yosemite Sam Meet Google’s Disavow Tool• Penguin Recovery During Panda Update Case Study• Post-Penguin Anchor Text Case Study• Google’s Link Schemes Guidelines• Website Search Engine Rankings Got You Down? Stop the Insanity!• Google’s guidance on building high-quality sites• Panda Update News• Google Panda Update, One Year Later, Infographic• Schema.org - Full Hierarchy• Schema.orgs FAQ and blog• Structured Data Testing Tool2/19/2013 DRAGONSEARCH MARKETING I February 2013 98
    97. 97. More Resources & ToolsTools• Webmaster Tools• Google Analytics• Google AdWords Keyword Tool• YouTube Keyword ToolBlogs• DragonSearch Marketology Blog• SEOmoz – Blog and community• Matt Cutts – Head of Google’s Webspam team• Search Engine Land – News, insights2/19/2013 DRAGONSEARCH MARKETING I February 2013 99
    98. 98. Thank You! Social Marketology book Available on Amazon!Josepf Haslam, Etela Ivkovic | DragonSearch.net/blogJosepf@dragonsearch.net | Twitter: @Josepf, Google+: +JosepfEtela@dragonsearch.net | Twitter: @Etela, Google+: +Etela 2/19/2013 DRAGONSEARCH MARKETING I February 2013 102
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