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How To Build Long Term SEO Strategy
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How To Build Long Term SEO Strategy


Marqui Web Marketing Consultant Dan Biggs discusses strategy and tools for building a solid, long-term SEO strategy.

Marqui Web Marketing Consultant Dan Biggs discusses strategy and tools for building a solid, long-term SEO strategy.

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  • WHAT IS SEO?SEO stands for Search Engine Optimization. It is the art of generating traffic to your website by making your site’s pages easily found and indexed by search engines. The goal is generating free traffic for your site by getting favourable positioning in the “organic” search results on search engines.. those that are not paid for.
  • The Search Engine WorldWhy I focus on Google and Bing – Google’s market share, what works for Google is good for others, Bing’s algo is similar. Why not focus on Yahoo? Because as of August 2010, all of Yahoo!s organic results come from Bing anyway.There are indications that Facebook may enter the market quite aggressively soon, but they don’t show up right now.
  • A bit about organic search results, why they’re importantHigher credibility because they’re not sponsoredNoticed more on Bing and Google, search users are getting more savvy about adsHigher ROI, but hard to predict results accurately
  • What do we mean by “long term SEO”? This means I won’t be telling you any tricks or quick fixes. White hat or “Long Term” SEOHaving a consistent, long-term strategy backed by good content, considerate reciprocal linking (spreading “link love”) and a well built, engaging site.At the most basic level, it’s making good web content a priority for your business and investing in some basic code changes to your site to make it as easy as possible for Google and Bing to find that content. “Short Term” or Black hat SEOChances are you’ve received email from companies that guarantee high rankings on Google for what seems to be a small amount of money. Google has clearly stated their policy regarding these types of companies – and that’s if you use them, your site could be banned from Google altogether.Black hat SEO is responsible for most “webspam” and why it is polluting the web – falsely representing companies as an authority for popular keyterms. Black hat SEO tactics will continue to be targeted by search engines for removal, and the more sophisticated search engines get at detecting it, the more sites get blacklisted.
  • I thought I’d suggest some steps that you can take towards putting a long-term SEO program together with the next group of slides here…
  • Sites that put out great content will always be rewarded in the long run.Why?Because search engines pay more attention to sites that they see are constantly updated.More people will link to great content than to boring stuff. Other websites linking to your site is the best way to get better rankings on search engines.Also, Bing and Google will be both adding social search weighting to their search engines, so the more people “like” or tweet about your site’s pages, the higher they’re going to rank. Having a good content strategy is very important I recommend this book if anyone is interested in learning more about it. I’ll provide the link at the end of the webinar. Make sure sites link to you. Explanation of pagerank, linking, incoming links.  Finding your niche: What is KEI and why is it important in finding a good niche?Deciding what search engines to target. Directories and their impact on rankings. Some demographic info.Blogging – scheduling blog topics, opportunistic blogging based on current eventsBlogs, content pages, social media, FAQs, product pages, preferred content, sitemapsExporting sitemaps to Google and Bing
  • The key element of a long-term SEO program is having people consistently working on it.What skillsets do staff need to able to implement your SEO program?Knows the business Knows the industryCan communicate brand valuesAble to write in constraints of SEO best practiceSome technical proficiencyThere are also freelance copywriters and technical writers that can provide the same service. If you have a writer that can’t be trained in SEO, there are online services such as http://scribeseo.com that will optimize your site’s content for you.
  • Content management system(not just saying that because Marqui is a content management software vendor!)A CMS is essential to running a long-term SEO program because it saves huge amounts of time in publishing content and ensures a more consistent site structure. They also allow you to makeGoogle webmaster tools, screenshot, URLBing webmaster tools http://www.bing.com/toolbox/webmasters/These tools let you see how search engine spider software like Googlebot, Bingbot are viewing your site. WebCEO or online alternative screenshot, what it can do, how it speeds things up, access to algorithm (sort of) Finding niche markets to go after, the long tail, doing competitor analysis, page structure and content analysis. Using Google AdWords’ free tools to estimate search traffic and competition, a simple formula to calculate a KEI
  • In the next slides I’ll be going through some of the elements of SEO and giving an overview of some of the areas you should be looking at. The major search engines provide information about what they look for in a website and how they rank them. That said, the search indexing algorithms of search engines are complex and secret, so pretty much all that we know that will give us an edge is from the leaked information or as a result of trial and error.Because of this, there are a vast number of different ways we can optimize websites for search engines. I’ve broken this into 3 parts for the purposes of this presentation.
  • Title: An essential thing to get right – this helps the search engine determine what the page contains. Google and Bing treat these slightly differently but as a rule, you should put the keyterms close to the start of the title wherever possible.A Note about Meta keyword and Meta descriptionBack in the day, these were the two central elements to SEO, but web spammers, keyword stuffers and black hat SEO bandits have considerably degraded the usefulness of them. Quite a few voices in the industry are saying that these are almost completely ignored by search engines. This is quite true for Google. It is good practice to get these right though, for the sake of Bing and other search engines.Meta Keywords: it’s difficult to know what difference they make, if any, but we should always go after any chance to improve the relevance for keywords on the page.Meta Description: a unique description for each page on the website is good practice. It should be no more than 125 characters long, with spaces. Something simple and concise is more likely to get included in the search engine results. These days the description is more likely to be used as a caption than the text snippet – which usually comes directly from the page content.Links: Anchors, headings, subheadings, content, content blocksKeyword densityImages
  • HTML/XHTML validation, clean codeExplain semantic code?Document Type Declaration (DOCTYPE, DTD), XHTML is stricter and cleaner that HTML.
  • Site structure, outgoing links, sitemaps. Be in a good position before you start, if you don’t have the foundation then you all of your efforts might be in vainURL formation – SEO friendly URLsOutgoing linksHTML and XML Sitemaps
  • Why image tagging mattersRedirects, www or no www, trailing slashes or not, moving to a new site, using permanent 301 server side redirectsRobots.txtWhat it’s for, why it’s importantFAQsThere is a growing trend towards “natural question-guided” search
  • Submitting to directoriesWebmaster tools, submitting xml sitemaps (how Marqui easily generates an xml sitemap)Google hates duplicate content on-site and off-site. If people are stealing your content, you can find out via Copyscape Plagiarism Checker http://www.copyscape.com and press releases via http://churnalism.comOriginal, fresh, interesting, optimized content.Incoming social media links, they matter a little bit and are weighted on the authority of users who post links on TwitterPress releasesRemoving URLs from Google
  • Paid search (Microsoft AdCenter and Google AdWords)URL purchasingWeb hosting, page load speedGeolocation of hosting
  •  Tips on attracting incoming linksTreat blog and site like a hub, encourage syndication to get as many impressions as you can.Clean up your incoming links and include link title attributes in all your incoming links <a href="http://www.marqui.com" title=” Search Engine Optimization”>Search Engine Optimization</a> Consistent link building is highly important Use online tools like PRWeb.com to distribute press releases containing links to your site. Contacting site owners, etiquette, some tips on effectively contacting peopleThe NoFollow links – is there such a thing as DoFollow links and publishing content to external sites to bait links  Finding your backlinks, reciprocal links, crosslinks (inside content) Don’t buy links! You get punished.
  • Analytics system like Google Analytics or Adobe/OmnitureSitecatalystURL shortening services offering tracking – goo.gl?Benchmarking reportsSEOMoz.org’s Open Site Explorer http://www.opensiteexplorer.org
  • Google “Panda” algorithmGoogle algorithm change 2011 “Farmer” or “Panda” algorithm, being rolled out in March and April – What are content farms and what are article directories? There is a definite crackdown on content farms that produce large amounts of highly search-optimized content, and also sites that “scrape” or copy articles and mash up content from multiple sites to aggregate them all together.The industry buzz has been that this update has had negative effects on search result quality, and we are starting to see some reports from various places suggesting that Google’s market share is flat and slowly losing to Bing. Duplicate content being punished?One development could indicate that Google will start to penalize sites that have duplicate content published on the web: a UK based price comparison site backed by Microsoft, ciao.co.uk lost 94% of their presence in search results on Google as a result of the update. The suspected reason for this is that the site aggregates product reviews from other sites and posts that content.Curated searchFacebook curated search, Google’s +1 button, Bing’s Facebook socially enhanced results (social search with Bing)BingThe search engine market share according to comScore as of April puts Google at 65.7% and Microsoft’s Bing at 29.6%.
  • R Q & A - need a few planted questionsContent management system – any recommendations?You mentioned keyword niche – can you go into more detail with that? I see in my blogging tools that I get notice about pingbacks and trackbacks – should I approve them? Do they matter? Does Google count reposting PR articles as duplicate content? Any tips on training staff on SEO? (lots of super valuable, free resources on Google and Bing’s webmaster tools help documents, if you’re into books The Art of SEO by Eric Engeis great for fundimentals but SEO changes so much so fast, that online is usually the best resource. WebmasterWorld.com forum is the best resource as far as I’m concerned. )


  • 1. 4/20/2011
    Webinar: How to Build a Long Term SEO Strategy
    April 21, 2011
  • 2. GoToWebinarControls
    Click the button with the arrows to minimize your GoToWebinar controls
    • Type your questions for us into the box at the bottom and press Send
  • Agenda
    What is SEO?
    The World of Search Engines
    Long-term vs. Short-term SEO
    Setting up a Long-term SEO Program
    On-page SEO
    On-site SEO
    Off-site SEO
    Measuring Success
    Future Trends
  • 3. What is SEO?
    SEO = Search Engine Optimization
    Getting “free” traffic through organic search results
    Making your site easy to index by search engines
  • 4. The Search Engine World
    Google has been the market leader for the past 10 years
    Bing & Yahoo! now represent nearly 30% of market
    Google is still as important as ever, Bing is gaining on them, Facebook may aggressively enter the market soon
  • 5. More People Notice Organic Search Results
    The importance of search engine ranking positions
    Organic results are noticed more
    Higher return on investment from SEO but..
    Lower predictability of results
    Source: User Centric, “Eye Tracking Study”, Jan 27, 2011 via eMarketer.com
  • 6. Long-term vs. Short-term SEO
    What is “Long Term” SEO?
    What is “Short Term” SEO?
  • 7. Setting up a Long-term SEO Program
    Get a Strategy
    Staff Resources
    Get the Tools
  • 8. Step 1: Strategy
    Get a Strategy
    Content (Get this book!)
    Incoming, outgoing links
    Keyword niche
    Which search engines to target?
    Social media
    Content pages
    Preferred content
  • 9. Step 2: Staff Resources
    Coach your in-house staff to build on your website’s SEO
    Commit staff resources to write content, blog, or create new pages
    Knows your business
    Knows your industry and competitors
    Can communicate brand values
    Able to write link-worthy content!
    Some understanding of the web
    External Resources
    Freelance copywriters
    ScribeSEO (I’ll provide the URL at the end of the webinar)
  • 10. Step 3: Get the Tools
    Content management system
    Google & Bing Webmaster Tools
    SEOmoz.org Open Site Explorer
    Google Analytics or
  • 11. Elements of SEO
    • Algorithm is complex and secret
    • 12. Vast number of ways to positively affect SEO
    • 13. On-page SEO
    • 14. On-site SEO
    • 15. Off-site SEO
  • On-page SEO
    Meta keywords
    Meta description
    Keyword density
    Text content: Links, anchors, headings, subheadings, paragraphs
  • 16. On-site SEO
    Nice clean code!
  • 17. On-site SEO
    Navigation structure
    URL structure
    Outgoing links
    XML sitemap
    HTML sitemap
  • 18. On-site SEO
    Image tagging
    Redirection methods
    Internal links or crosslinking
  • 19. Off-site SEO
    Directory submission (Yahoo!, DMOZ, Yellow Pages)
    Google and Bing Webmaster Tools
    Watch out for plagiarism
    Lots of original, fresh, interesting content
  • 20. Off-site SEO
    Paid search support for SEO
    URL purchasing
    Web hosting, page speed
    Geolocation of hosting
    Press releases
  • 21. Get More Incoming Links
    Encourage sharing and syndication through RSS and social media, social bookmarking
    Use Webmaster Tools to see who links to you
    Clean up your incoming links, add title attributes
    <a href=“http://www.marqui.com” title=“ Search Engine Optimization”>Search Engine Optimization</a>
    Contact site owners to set up reciprocal links
    Use online tools like PRWeb.com to distribute press releases
    Don’t buy incoming links.
  • 22. Measuring Success
    Analytics system
    URL shortening services
    Benchmarking reports
    SEOMoz’s Open Site Explorer
  • 23. Future Trends in SEO
    Google “Panda” Algorithm change
    Is duplicate content being punished?
    Curated/social search
  • 24. Summary
    No credible company with long-term business goals should consider short term SEO gains with black hat tactics, the risks are too high.
    Like everything on the web, content is king
    Contributing staff resources to ongoing SEO program is essential
    Don’t forget Bing!
  • 25. Q + A
    Dan Biggs, Web Marketing Consultant
    Feedback? Questions?
    Connect directly or DM us on Twitter at http://www.twitter.com/Marqui_CMS
  • 26. Links
    Marqui Content Management http://www.marqui.com
    Scribe SEO http://scribeseo.com
    Book: Erin Kissane - The Elements of Content Strategy http://www.abookapart.com/products/the-elements-of-content-strategy
    Google Webmaster Tools http://www.google.com/webmasters/tools
    SEOMoz.org tools http://www.seomoz.org/tools
    Google Analytics http://www.google.com/analytics
    Bing Webmaster Tools http://www.bing.com/toolbox/webmasters
    CopyscapePlagiarism Detector http://www.copyscape.com