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How to Fix Failing SEO Efforts
 

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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    How to Fix Failing SEO Efforts How to Fix Failing SEO Efforts Presentation Transcript

    • Affiliate Summit West 2010
      Fixing Failing SEO efforts
      Wil Reynolds (@wilreynolds)
      SEER Interactive
    • Be a Tiger – Be Focused
    • Be a Tiger
      Regardless of transgressions, Tiger Woods is someone who always wants to be on top.
    • 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.
    • Always room for improvement
      • IDENTIFY Low Competition Opportunities
      • KILLING the Long Tail
      • ANALYZING Universal search impact
      • Analysis of relationship ranking/traffic
    • You all need an SEO…..
      Company?
    • SEO
    • Get off the SEO CRACK
    • No Crack?
      Good
      Lets get to work
    • How competitive is the space?
      • How do you determine “competitiveness”?
      • Homepages vs sub pages ranking on page 1?
      • # of links pointing in?
      • # of deep links?
      • Adwords competitiveness?
      • 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
    • Raw # of links - wrong
      • # of links vs # of unique linking domains – start
      • How do you find this?
      • Linkscape (paid)
      • Majestic SEO (paid)
      • Yahoo Site Explorer
      • Authority of linking sites?
      • Sometimes these get buried?
      • Links from NYT – Redbook – GQ – Shape – O Magazine can be useless
    • Raw # of links - wrong
      • Authority of linking sites?
      • Sometimes these get buried?
      • Links from NYT – Redbook – GQ – Shape – O Magazine can be useless
      • Develop strategies to maximize the impact
      • Deep links to these pages
      • Social site submissions / promotion
    • How Linkscape helped me
      • VERY competitive space
      • Client is consistently around 18 – 25 (started in 100’s)
      • Was on page 1 (3M searches / mo – highly commercial)
      • Had links from authority sites / magazines
      • Well respected CEO
      • Great tech team implementing our recommendations
      We’re not moving up anymore!!
    • Who to Analyze?
      • Sites that were clearly inferior but OUTRANKING us
      • Not a major brand / household name
      • Did not have keywords in the domain
      • Less domain age
    • Who to Analyze?
      Picking the wrong sites will render your research useless
    • Who to Analyze?
      • You learn about linking strategies much more from a site that is NOT a major brand
      • You can’t always replicate the ways big brands get links
      • Or their massive ad budgets
    • How I used Linkscape
      I was able to bring in the following data about back links:
      • Anchor text
      • Image or text link
      • # of links
      • No-followed?
      • IP Block
      • Domain Trust/Authority
      • PageRank (MozTrust)
      MUST bring this into Excel!!!
    • Linkscape Analysis – Common Trends
      Do competitors beat you on?
      Mozrank Passed?
      No followed links?
      Authority?
      Age?
      Raw # of links?
    • Greatest Findings
      • Authority links were not passing juice
      • Deep into archives (10-12 clicks away)
      • Never used target anchor text
      • 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
    • 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
    • Your Takeaways
      DEEP analysis of your competitors (who are ranking above you) is one of the first steps in SEO today.
    • 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
    • Affiliate Threat Level is Severe
    • Biggest Threat to affiliates – Shopping Results
    • Biggest Threat to Affiliates – Universal Search
    • Don’t WHINE about GOOGLE
    • Fight Back
    • Fight Back
      • Buying Guides
      • Review / Best / Top Content
      • Niche, Niche, Niche
    • Fight Back – Buying Guides
    • 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
    • Fight Back – Niche Content
    • Fight Back – Niche Content
    • Fight Back – Niche Content
      Minimal UNIVERSAL RESULTS
      Go where the big brands aren’t
    • Hit the long tail, HARD
      Athletic Shoes Site – Google Adwords Sandbox
    • Hit the long tail, HARD
      Athletic Shoes Site – Google Suggest (generate content ideas)
    • Hit the long tail, HARD
      Athletic Shoes Site – Yahoo Search Assist
    • Hit the long tail, HARD
      Athletic Shoes Site – Google Insights
    • Hit the long tail, HARD
      Athletic Shoes Site – Google Insights
    • Hit the long tail, HARD
      Athletic Shoes Site – Google Insights Rising Searches
    • Google Insights – Rising Searches
      Last 12 months
      2004 - Present
    • Know the options
      Insights is a powerful tool, but without setting the right options, you’ll be making decisions on wrong data
    • Impact of Threat
      Running in a panic is never a good thing
    • Panic = you become someone’s floor cover
      Ask these guys
    • Panicking Zebra’s become food or floors
      Ask these guys
    • Impact of Threat – Get Smart, Get Strategic
      What you’ll need
      Ranking Checker
      Capture the SERPS
      Analytics w/ Alerts
      Webmaster Tools
    • Determining the Impact
      My ranking checker of choice is Raven Tools
      • API
      • Captures SERPs
      • Tons of other features
    • 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
    • Impact of Threat – Google Analytics
      Analytics Alerts
      At least 2 weeks
      Traffic and/or conversions declines significantly
      Google Intelligence Report (Beta)
      Automatic Notification!!!!! 
    • Impact of Threat – Google Analytics – How-To
    • Impact of Threat – Google Analytics – How-To
    • Google Webmaster Tools
    • 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.
    • Never rest, Google isn’t!
    • Why Can’t We Be Friends?