How to Fix Failing SEO Efforts

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There are many misconceptions about search engine optimization. This session will detail five reasons SEO efforts fail.

There are many misconceptions about search engine optimization. This session will detail five reasons SEO efforts fail.

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  • 1. Affiliate Summit West 2010
    Fixing Failing SEO efforts
    Wil Reynolds (@wilreynolds)
    SEER Interactive
  • 2. Be a Tiger – Be Focused
  • 3. Be a Tiger
    Regardless of transgressions, Tiger Woods is someone who always wants to be on top.
  • 4. Be a Tiger
    Seriously, even when at the top of his game, he re-invented his swing. Its hard to change when you are #1.
  • 5. Always room for improvement
    • IDENTIFY Low Competition Opportunities
    • 6. KILLING the Long Tail
    • 7. ANALYZING Universal search impact
    • 8. Analysis of relationship ranking/traffic
  • You all need an SEO…..
    Company?
  • 9. SEO
  • 10. Get off the SEO CRACK
  • 11.
  • 12. No Crack?
    Good
    Lets get to work
  • 13. How competitive is the space?
    • How do you determine “competitiveness”?
    • 14. Homepages vs sub pages ranking on page 1?
    • 15. # of links pointing in?
    • 16. # of deep links?
    • 17. Adwords competitiveness?
    • 18. CPCs?
  • How competitive is the space?
    #1 – 1,200
    #2 – 1,250,000
    #3 – 355,000
    #4 – 4,000
    #5 – 13,000
    #6 – 3,200
    #7 – 300,000
    #8 – 1,240,000
    #9 – 186
    #10 – 4,400
    * Yahoo Site Explorer
    Searches
    Broad = 335,000
    Phrase = 275,000
    Advertiser Competition = Highest possible
    * Google Adwords Sandbox
  • 19. Raw # of links - wrong
    • # of links vs # of unique linking domains – start
    • 20. How do you find this?
    • 21. Linkscape (paid)
    • 22. Majestic SEO (paid)
    • 23. Yahoo Site Explorer
    • 24. Authority of linking sites?
    • 25. Sometimes these get buried?
    • 26. Links from NYT – Redbook – GQ – Shape – O Magazine can be useless
  • Raw # of links - wrong
    • Authority of linking sites?
    • 27. Sometimes these get buried?
    • 28. Links from NYT – Redbook – GQ – Shape – O Magazine can be useless
    • 29. Develop strategies to maximize the impact
    • 30. Deep links to these pages
    • 31. Social site submissions / promotion
  • How Linkscape helped me
    • VERY competitive space
    • 32. Client is consistently around 18 – 25 (started in 100’s)
    • 33. Was on page 1 (3M searches / mo – highly commercial)
    • 34. Had links from authority sites / magazines
    • 35. Well respected CEO
    • 36. Great tech team implementing our recommendations
    We’re not moving up anymore!!
  • 37. Who to Analyze?
    • Sites that were clearly inferior but OUTRANKING us
    • 38. Not a major brand / household name
    • 39. Did not have keywords in the domain
    • 40. Less domain age
  • Who to Analyze?
    Picking the wrong sites will render your research useless
  • 41. Who to Analyze?
    • You learn about linking strategies much more from a site that is NOT a major brand
    • 42. You can’t always replicate the ways big brands get links
    • 43. Or their massive ad budgets
  • How I used Linkscape
    I was able to bring in the following data about back links:
    MUST bring this into Excel!!!
  • 50. Linkscape Analysis – Common Trends
    Do competitors beat you on?
    Mozrank Passed?
    No followed links?
    Authority?
    Age?
    Raw # of links?
  • 51. Greatest Findings
    • Authority links were not passing juice
    • 52. Deep into archives (10-12 clicks away)
    • 53. Never used target anchor text
    • 54. Competitors were getting hundreds of anchor text links, from lower authority sites (blogrolls)
  • Biggest Findings
    1 authority link from NYT (buried) ≠ 15 anchor text links in blogrolls / homepage sponsors
    New link strategy was required
  • 55. New Link Strategy
    Not about one offs (guest blog posts)
    Not about authority
    Unless we can dictate anchor text
    Unless we can get placement in plain HTML
    IS about heavy anchor text
    IS about networks
  • 56. Your Takeaways
    DEEP analysis of your competitors (who are ranking above you) is one of the first steps in SEO today.
  • 57. Your Takeaways – Anchor Text
    # of links is no longer sufficient
    Authority links are not always better than ads / sponsorships where you can’t dictate anchor text.
    Watch anchor text rich links in blog posts (they get archived).
    Homepage anchor text links to something 4 clicks away = ranking fluctuations
  • 58. Affiliate Threat Level is Severe
  • 59. Biggest Threat to affiliates – Shopping Results
  • 60. Biggest Threat to Affiliates – Universal Search
  • 61. Don’t WHINE about GOOGLE
  • 62. Fight Back
  • 63. Fight Back
    • Buying Guides
    • 64. Review / Best / Top Content
    • 65. Niche, Niche, Niche
  • Fight Back – Buying Guides
  • 66. Fight Back
    Fight Back – Buying Guides
    Listing buying guides in shopping results is new
    Google is in a constant state of flux
    It is a hint that Google may like “guide” content
  • 67. Fight Back – Niche Content
  • 68. Fight Back – Niche Content
  • 69. Fight Back – Niche Content
    Minimal UNIVERSAL RESULTS
    Go where the big brands aren’t
  • 70. Hit the long tail, HARD
    Athletic Shoes Site – Google Adwords Sandbox
  • 71. Hit the long tail, HARD
    Athletic Shoes Site – Google Suggest (generate content ideas)
  • 72. Hit the long tail, HARD
    Athletic Shoes Site – Yahoo Search Assist
  • 73. Hit the long tail, HARD
    Athletic Shoes Site – Google Insights
  • 74. Hit the long tail, HARD
    Athletic Shoes Site – Google Insights
  • 75. Hit the long tail, HARD
    Athletic Shoes Site – Google Insights Rising Searches
  • 76. Google Insights – Rising Searches
    Last 12 months
    2004 - Present
  • 77. Know the options
    Insights is a powerful tool, but without setting the right options, you’ll be making decisions on wrong data
  • 78. Impact of Threat
    Running in a panic is never a good thing
  • 79. Panic = you become someone’s floor cover
    Ask these guys
  • 80. Panicking Zebra’s become food or floors
    Ask these guys
  • 81. Impact of Threat – Get Smart, Get Strategic
    What you’ll need
    Ranking Checker
    Capture the SERPS
    Analytics w/ Alerts
    Webmaster Tools
  • 82. Determining the Impact
    My ranking checker of choice is Raven Tools
  • Impact of Threat – Rank Checking
    Universal search can impact CTRs for your top traffic driving queries
    Rank Checker
    Open your historical ranking tracker
    Don’t look for a BIG ranking drop
    Look for inclusion of universal search
  • 85. Impact of Threat – Google Analytics
    Analytics Alerts
    At least 2 weeks
    Traffic and/or conversions declines significantly
    Google Intelligence Report (Beta)
    Automatic Notification!!!!! 
  • 86. Impact of Threat – Google Analytics – How-To
  • 87. Impact of Threat – Google Analytics – How-To
  • 88. Google Webmaster Tools
  • 89. Webmaster Tools – Identify Impact of Universal
    View Click through Percentage By Month
    If your position is similar yet your click through % decreases / increases that is an indication to look deeper into universal search factors impacting your CTR.
    Note: I have seen Google be way off in the ranking report, but it appears to be getting better.
  • 90. Never rest, Google isn’t!
  • 91. Why Can’t We Be Friends?