Big Site Seo Strategies
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Big Site Seo Strategies

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    Big Site Seo Strategies Big Site Seo Strategies Presentation Transcript

    • David Naylor www.davidnaylor.co.uk 29 th April 2009 Big Site SEO Strategies for A4UExpo 2009
    • About Me
      • Owner of Bronco Ltd www.bronco.co.uk
      • Leading UK Search Marketing & Web Development agency
      • Service local, national and international clients
      • Industry leader in SEO for 12 years
      • Regular speaker at leading search conferences
    • What is a Big Site?
      • Is a Big site one with 100,000+ ?
      • Same principles can be applied to any large inventory / content site
      • SEO very important for big sites who don’t have a brand name
    • SEO – It’s Not Easy
      • Successful SEO involves a long term strategy, it is not quick, easy or cheap!
      • Or....
      • You could just pull some feeds together on a website, buy loads links to it, but guess what...
      • You’ll get banned!
    • Choosing Your Affiliate Products
      • Avoid saturated markets
        • Makes SEO more difficult
        • Hard to differentiate between yourself and other affiliates
      • Choose niche markets
        • Makes SEO sustainable – it pays for the high cost
        • Less competing affiliates
    • CONSTRUCTING YOUR SITE
      • David Naylor – Big Site SEO Strategies
    • Choosing your domain name
      • Good SEO starts with a Good site
      • Ranking is more important than your brand name
      • Domain to include biggest keyword - costly
      • Try to pickup a clean dropped domain
      • Alternatively a domain with keyword and brand in - cheaper
    • Seeding your domain name
      • Expired domains -
      • Ensure your domain is in Google
      • If domain is brand new –
      • Get relevant content on it
      • Get it seeded in Google
      • Start link building to domain while main site being developed
    • Constructing the Site
      • Get the structure & template right
        • Use CSS to get the content at the top
        • H1’s in the right place
        • All good on page attributes
      • Ensure title tags are unique
      • URL structure to be keyword rich and canonical
    • Site Structure
      • All pages to be reached via the home page
      • Avoid orphan pages
      • Good internal linkage with good anchor text
      • Try to even out the structure – like a tree
      • Breadcrumbs to organise the site structure
      • Include Blog / News for additional content
    • Invest time in a Product Feed
      • Make it not look like a product feed
      • Add value to secure long term profits
      • Product pages need unique description and UGC
      • Import XML feed into your own database and add to it (developer required)
    • Disguising Product Feeds
      • Add uniqueness to product page and site
      • Differentiate yourself
      • Hire content writers for info pages
      • Content Spinning for product descriptions
    • Writing for Content Spinning
      • {DaveN’s Big Sites SEO, a Review| Review of Dave Naylor’s a4u expo presentation on SEO| David Naylor’s talk on SEO at the a4u expo – my views}
      • All these titles mean the same thing, but are all unique. Can use similar techniques for re-writing title tags/product descriptions
    • Advanced Content Spinning
      • Can embed “ors” within “ors”
        • e.g. {{DaveN|Dave Naylor} delivered a {informative|boring} speech on SEO at a4u|At a4u, {DaveN|David Naylor} gave an {excellent|long} {talk|rant} on Big Sites SEO}
      • Can go one step further and incorporate product names – this makes it more unique
        • e.g. {Review of the $product|$product reviewed|My $product review}
    • Content Spinning Software
      • Fairly simple to create yourself or free software
      • Don’t rely on ones that automatically replace words
      • Ideally you want 3 word strings to be unique
      • Write software that integrates with your site
    • Pretend NOT to be an Affiliate Site
      • Search engines prefer original content over affiliates’ content
      • Important to not appear like an affiliate site:
        • 301 redirect to the affiliate link on the site
        • Bounce the user through while still getting affiliate revenue
        • Re-write descriptions
        • Re-write categories
        • Add your own content (general content on site too)
    • MANAGING YOUR SITE
      • David Naylor – Big Site SEO Strategies
    • Managing Product Feeds
      • Good system for updating the feed + site
      • Avoid overwriting product descriptions
      • Don’t discard old pages
      • 301 discontinued products to relevant new product
    • Tracking Visitors
      • Track user’s clicks and “conversions”
      • Use Google Analytics to see traffic, keywords and analyse the funnels
      • Set up advanced segments to improve site
      • Entry pages, bounce rates, exit pages
      • Usability and Conversion Rates
    • SITE OPTIMISATION
      • David Naylor – Big Site SEO Strategies
    • Manage your site in SERPS
      • Build a tool to track spiders accessing your site
      • Are all your pages being spidered?
      • Use Webmaster tools to keep an eye on 404’s
    • Sitemaps
      • Breakdown your sitemaps into smaller ones
      • Use a sitemap index file
      • Ensure all pages in the site can be reached
    • Know your Rankings
      • Check traffic driving terms
      • Check rankings – be careful
      • Target keyterms
      • Aim for long tail – large volume, targeted traffic, lower risk
    • External Links
      • 1 st wave to homepage for the domain name from authoritative websites
      • 2 nd wave Page Rank links to home & internal
      • 3 rd wave deep links, keyword rich anchor text to many internal categories and pages
    • Long Tail Ranking
      • Long tail is about the millions of keyphrases out there that will bring you a few visitors
      • Bring in most of your traffic
      • Easier to rank for long tail keywords than it is for 1 or 2 word keywords
      • Based on product titles and helped by unique content on the page.
    • Make the most of SEO
      • Make sure you convert a high % of traffic
      • Split test landing pages
      • Test sales messages and calls to action
    • Any Questions?
      • David Naylor – Bronco Ltd.
      • Blog: www.davidnaylor.co.uk
      • Follow me on Twitter: @davenaylor