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Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
Seo Demystified
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Seo Demystified

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Adapted from my talk at MicroConf 2013 in Prague.

Adapted from my talk at MicroConf 2013 in Prague.

Published in: Marketing, Travel, Technology
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  • 1. SEO Demystified: Practical Techniques that produce awesome results Dave Collins, SoftwarePromotions @TheDaveCollins
  • 2. Saying “awesome” is unimaginative. Do better you can. @TheDaveCollins
  • 3. SEO Demystified: Practical Techniques that produce astonishing results Dave Collins, SoftwarePromotions @TheDaveCollins
  • 4. 301 cloak indexed Pages link text algorithm crawler inlink LSI alt text doorway keyword META tags analytics duplicate content keyword cannibalization natural search results anchor text FFA keyword density nofollow astroturfing gateway keyword spam noindex authority Google bomb keyword stuffing non reciprocal link back link Google bowling landing page organic link bot Google dance latent semantic indexing outlink bounce rate Google juice link bait pagerank bread crumbs Googlebot link building proprietary method link condom reciprocal link canonical issues GYM
  • 5. 70% of SEO is simple
  • 6. 60% of SEO is simple
  • 7. 50% of SEO is simple
  • 8. SEOs actually deserve this
  • 9. You can always trust a Brit.
  • 10. @TheDaveCollins
  • 11. SEO: local or international? Asked for cash from audience…
  • 12. You just gave cash to an SEO? R€ALLY?
  • 13. SEO is really ______ ____. @TheDaveCollins
  • 14. For every person who knows what they’re talking about with SEO, there are _________ who are talking out of their _____. @TheDaveCollins
  • 15. Flashback to MicroConf 2012…
  • 16. You want relevant visitors. Google want relevant visitors to find you. SEO
  • 17. What do users want? HELP! 60 TRILLION INDIVIDUAL PAGES
  • 18. What do Google want?
  • 19. Google’s role
  • 20. The SEO’s role
  • 21. Guiding – not manipulating
  • 22. Brute force doesn’t work
  • 23. The user’s role
  • 24. Google SEOs Users
  • 25. The SEO cycle aligns itself only when SEOs give Google what the user is looking for. @TheDaveCollins
  • 26. WE DID THIS: “Looking for a software marketing company? SoftwarePromotions are the software marketing company that can produce results. No other software marketing company know software marketing like SoftwarePromotions know software marketing. If you value your software marketing, and you should value your software marketing, then have SoftwarePromotions handle software marketing, and see what makes us the software marketing experts. Software Promotions: the software marketing company who know software marketing.”
  • 27. Why fear a slap?
  • 28. That’s what a slap really fee
  • 29. So an SEO walks into a bar, pub, public house, Irish bar, drinking establishment, restaurant serving alcohol, beer, whiskey, wine, liquor, Irish whiskey, sex, naked women, twerking, free sex @TheDaveCollins
  • 30. Not (ever) like this!
  • 31. Panda, Penguin & friends
  • 32. Q: How do Google decide who to hit hardest with Penguin updates? A: Flip a coin
  • 33. Q: How do Google decide who to hit hardest with Penguin updates? A: Flipper coin
  • 34. $50,200,000,000 (2012 revenue)
  • 35. Organic listings may have become a platform for ad delivery. But this doesn’t detract from their value. @TheDaveCollins
  • 36. Realism
  • 37. #1 search engine:
  • 38. #1 browser:
  • 39. #1 mobile OS:
  • 40. #1 ad display network:
  • 41. #1 web analysis tool:
  • 42. If the odds of defeating your foe are insurmountable, it may be time to try a different approach. @TheDaveCollins
  • 43. As if that wasn’t enough…
  • 44. (not provided)
  • 45. (not provided)
  • 46. (not provided)
  • 47. How do I deal with (not provided)?
  • 48. 1: Google Webmaster Tools
  • 49. 2: Google Analytics
  • 50. 3: Keyword rank tracking
  • 51. 4: Keyword research
  • 52. At this point it begins to get bad
  • 53. “Google’s results are not the end of the process. They’re part of the algorithm.” @TheDaveCollins
  • 54. And now there’s Hummingbird
  • 55. “So what lies ahead, Dave?”
  • 56. Pain
  • 57. Less accuracy, more extrapolation
  • 58. It’s all (mostly) about keywords
  • 59. The keyword research process 1. Brainstorm (pen & paper) 2. Analytics * 3. Competition 4. Keyword planner 5. Identify primary keyword 6. Identify supporting keywords 7. Analytics (existing) 8. Analysis 9. Decision: optimise or create 10. Link in. 85
  • 60. Places to See in Prague Prague is filled with beauty and can be enjoyed and explored for days, months, or a lifetime. Prague weather is sometimes unpredictable, but the city has its charm at any time of the year. The average visitor will only have a few days to discover Prague's many faces, so let's not get carried away... We recommend spending at least three days in Prague. This amount of time will allow you to get to know Prague's main sights and historical areas without feeling rushed. If you've never been to Prague, you shouldn't miss the Prague Castle and Charles Bridge, which can both be easily covered in a day. If you have more than three days available, you can explore Prague in more detail. There are always things to do and places to go and it is a pleasure to just stroll the streets of Lesser Town, Old Town and Hradcany. You can get outside of the historical center and see more of the New Town. A lunch or dinner out in the pleasant residential area of Vinohrady will let you experience the less touristy side of Prague. Prague is a great walking city and we recommend that you bring comfortable shoes and hit the cobblestones. Three days are a good minimum to enjoy Prague's sights and magical atmosphere. Additional time will allow you to head out of Prague and visit some of the other wonderful places in the Czech Republic. Looking for more active things to do in Prague? The main sightseeing areas of Prague are separated by the Vltava River. On the left bank there is the Prague Castle area and Lesser Town. The right bank is home to the Old Town, the Jewish Quarter, and the New Town.
  • 61. Places to See in Prague Prague is filled with beauty and can be enjoyed and explored for days, months, or a lifetime. Prague weather is sometimes unpredictable, but the city has its charm at any time of the year. The average visitor will only have a few days to discover Prague's many faces, so let's not get carried away... We recommend spending at least three days in Prague. This amount of time will allow you to get to know Prague's main sights and historical areas without feeling rushed. If you've never been to Prague, you shouldn't miss the Prague Castle and Charles Bridge, which can both be easily covered in a day. If you have more than three days available, you can explore Prague in more detail. There are always things to do and places to go and it is a pleasure to just stroll the streets of Lesser Town, Old Town and Hradcany. You can get outside of the historical center and see more of the New Town. A lunch or dinner out in the pleasant residential area of Vinohrady will let you experience the less touristy side of Prague. Prague is a great walking city and we recommend that you bring comfortable shoes and hit the cobblestones. Three days are a good minimum to enjoy Prague's sights and magical atmosphere. Additional time will allow you to head out of Prague and visit some of the other wonderful places in the Czech Republic. Looking for more active things to do in Prague? The main sightseeing areas of Prague are separated by the Vltava River. On the left bank there is the Prague Castle area and Lesser Town. The right bank is home to the Old Town, the Jewish Quarter, and the New Town.
  • 62. Places to See in Prague Prague sightseeing is a great idea as Prague is filled with beauty and can be enjoyed and explored for days, months, or a lifetime. Prague weather is sometimes unpredictable, but the city of Prague has its charm at any time of the year. The average visitor will only have a few days to discover Prague's many faces, so let's not get carried away... We recommend spending at least three days in Prague for Prague sightseeing. This amount of time will allow you to get to know Prague's main sights and historical areas without feeling rushed. If you've never been to Prague, you shouldn't miss the Prague Castle and Charles Bridge, two Prague sightseeing options which can both be easily covered in a day. If you have more than three days available, you can do Prague sightseeing in more detail. There are always things to do and places to go and it is a pleasure to just stroll the streets of Lesser Town, Old Town and Hradcany. You can get outside of the historical center and see more of the New Town of Prague. A lunch or dinner out in the pleasant residential area of Vinohrady will let you experience the less touristy side of Prague. Prague is a great walking city and we recommend that you bring comfortable shoes and hit the cobblestones. Three days are a good minimum to enjoy Prague's sights and magical atmosphere. Additional time will allow you to head out of Prague and visit some of the other wonderful places in the Czech Republic. Looking for more active things to do in Prague? The main sightseeing areas of Prague are separated by the Vltava River. On the left bank there is the Prague Castle area and Lesser
  • 63. It’s also all about content
  • 64. It’s also about reputation & authority
  • 65. The big secret: How to get good rankings.
  • 66. Google Webmaster Tools Familiar? 112
  • 67. Keyword tools
  • 68. Power tools
  • 69. Watch your competition Open Site Explorer
  • 70. SEO just works… @TheDaveCollins
  • 71. SEO is almost awesome... @TheDaveCollins
  • 72. SEO is really really easy. @TheDaveCollins
  • 73. For every person who knows what they’re talking about with SEO, there are thousands who are talking out of their zone of knowledge. @TheDaveCollins
  • 74. SEO produces astonishing results Dave Collins, SoftwarePromotions dave@softwarepromotions.com @TheDaveCollins

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