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# Seo training

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### Transcript

• 1. Internet MarketingMichelle WilliamsOctober 10, 2012
• 2.  Overview The Algo (Recipe) Google Bots Keywords Keywords Research Keyword Grid Meta Data Content is King Page Rank Back Links Site Structure Webmaster Tools
• 3.  Google is the leader in search and famed theterm “Algo” as the search update methodologyreferencing a mathematical equation that usesmulti-variate analysis to determine the bestsearch results for the population at large basedon the ever growing number of variables madeavailable through technology. Most recent updates, PANDA is known forfrequency of updates and local variable as apriority or heavily weighted variable. PENGUIN isknown for devaluing sites that key-word stuff orSPAM.
• 4.  “What’s the most important piece of SEO – If Icould do 1 single thing, what would it be?”◦ This is the most common question I get from non-technical colleagues…◦ Because it is an algorithm, I liken it to a recipe. Youcan’t make cake with only flour, however we can agreethat chocolate is the most important ingredient in fudge. If we could visibly see the equation, there wouldbe (+/-) variable weights associated with eachingredient in the recipe. For example theequation used to give priority to content versuseCommerce sites so you would have a positiveweighting on our site that would be N(X) – Xbeing content. The new update punisheskeyword stuffing, so the weighting would be –N(X).
• 5. Positive Factors Unique Content Quantity of Content Content Updates / Refreshing Frequency of Content Posting Relevant Keywords Relevant Metatagging Alt Tagging Images Engaged Users (Time on Page) Sitemaps: Site, News, Video H1s and H2s Interesting Content – is itshared? Deep Linking Canonical Tag Content velocity Length of site being liveNegative Factors Thin Content Keyword Stuffing Using Hex# to Hide Words in BG Gateway Pages Irrelevant Content Link Spamming VIEW_STATE Javascript Duplicate Content High Site Bounce Rate
• 6. The google bot is the name of the spiders thatgoogle sends out to crawl all pageson the web.There is a file on your site called Robots.txt thattells the spiders which pages to crawl and whichpages not to crawl. You may have content that iscounter productive to the algo so you canexclude those from a crawl. Duplicate contentwould be the perfect purpose to “Disallow” afollow.Code: User-agent: * Disallow: /folder1/ User-Agent: Googlebot Disallow: /folder2/
• 7.  Keyword Defined: A word or words that are theprimary focus of content on a web page and what auser uses to search for that content in a searchengine. Keyword Density Defined: The percentage of whichyour selected keywords are used in contrast to theother words on the page. (e.g. 100 words on thepage and you used organic gardening 5X, then youhave a 5% Keyword Density) Too many keywords isconsidered spamming the search engines as of thePenguin algo update. Keyword usage/implementation: All words used inmeta data including title must be in the article toshow relevancy. All meta data must be unique.
• 8.  Keywords usage/ implementation: Sometimesthe correct terminology is not the mostfrequently searched, therefore your keywords inthe metadata will use the slang. Howeverkeywords in the title and deck will use editorialaccuracy. In order to ensure you use the metadata in the article as well, you will reference theslang at the bottom of the article. (e.g.Commonly used breed names: Pit Bull, Pitbull,Pitty, Bully Breed) Remember to also use theplural versions here as well. Ensure you usethese in your alt tags as well.
• 9.  Competitor Research◦ Find out what your competition is qualifying for andhow. Do you want to go after these? Continue down theanalysis road to see if you want to. Long Tail Research◦ Which pages are you on the precipice of qualifying to beon page 1 for. Power Pages Research◦ Which pages do you already qualify for page 1? Usethese pages to your advantage. Sweet Spot Research◦ Which pages “make sense” to optimize based on thecompetition, search volume and traffic potential.
• 10.  MotherEarthNews.com – View Source◦ Hold CtrlF on your keyboard and search for “Title”◦ Search Results: <title>Organic Gardening, ModernHomesteading, Renewable Energy, Green Homes,DIY Projects – MOTHER EARTH NEWS</title>◦ These are key words that MEN is trying to rank forin SERPs. Repeat this task across all index pagesand then several article pages.◦ Now search the source code for meta data.◦ MEN does not use Meta Data – bad SEO◦ Search for View_State, good sites will not have this.MEN does have this.
• 11.  Search thekeywords ingoogle that yourcompetitor istrying to rank for. Do they rank?Study what theydid.
• 12.  Login to Google Webmaster tools:◦ Webmaster.google.com◦ Username: SiteSupport@Bowtieinc.com◦ Password: BowTieinc\$1◦ Select your site from the list of sites Expand the “Search Queries” chart in the middleof the page by clicking this. Now you will see the keywords that drive themost traffic to your site. To the right you will seeyour average position. Any average positionbetween 15 – 25 is a good long-tail keyword orphrase to focus on.
• 13.  Impressions are the number of times your SERP is viewed by aGoogle searcher. Clicks are the number of referrers you get from people searching forthat term. Click on the search term and you will see the number of pages thathave SERPs associated with that term. (e.g. Bird Names) You will also see the rate of change and can positively impact thatpage by updating it and adding deep links from power pages.