Seo mistakes911 fabella

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  • 1. SEO 911! 5 deadly SEO Mistakes (& solutions to fix or prevent them)
  • 2. Allison Fabella SEO / Social Media Manager @alli12
  • 3. Don’t let this happen to you!
  • 4. It Takes a Village ...To Mess Things Up
  • 5. 5 common OFFENDORS
    • Flash
    • Robots.txt
    • Canonical tag
    • Sitemaps
    • Link Farms
  • 6. “ Let’s Make THIS Site sizzle!” flash
  • 7. What Your Exec Sees
  • 8. What a Search Engine Sees
  • 9. Good Solution: Speak Geek
  • 10. Better Solution: Speak Money $$$ Dove’s Competitors
  • 11. “ NOTHING’S Getting Past me’” ROBOTS.TXT
  • 12. Yes. This STILL Happens
  • 13. Also Watch Out For
    • Placement errors
      • Root domain vs. sub
    • Character errors
      • Robot s .txt vs. Robot.txt
      • Extra spaces
      • Keystroke errors
    • Definition and command errors
      • NOINDEX vs. Disallow
      • Robots.txt vs. NOINDEX
      • Disallow vs. Allow
  • 14. “ let’s backup Those URL’s” CANONICAL TAGS
  • 15. Common Canonical Tag Errors
    • Pointing to wrong page
      • Home page
      • Different places in site
      • Inconsistency between www’s...
    • Incorrect formatting/coding
      • Extra spaces, bad characters
  • 16. “ I’LL TELL YOU WHERE TO GO” Sitemaps
  • 17. What Could Possibly Go Wrong?
    • Incorrect URL
      • www.abz.com VS . abz.com
    • Incorrect sitemap protocol
    • Invalid date, tags, URL...
    • Incorrect sitemap type in Google WMT
      • i.e. Sitemap, News, ...
  • 18. “ trust me. I can hook You up.” Link farms
  • 19. Link Building Gone Wrong
    • There are no short cuts
      • Link building is relationship building
    • Don’t fall for glitzy pitches
      • Beware of promises of “guaranteed” rankings
      • Tactic: Lots of links from “bad neighborhoods”
    • Paid links violate Google’s webmaster guidelines
      • Search engines could levy penalty
  • 20. “ No worries. I’ve got It covered” Be the detective WHEN THINGS GO WRONG:
  • 21. Start With What You Know
  • 22. Do Your Detective Work
  • 23. Culprit Caught rel=“canonical”
  • 24. Problem Solved
  • 25. “ we’ve got A situation here...” Crisis mode solutions
  • 26. Crisis Checklist
    • Development changes
    • Robots.txt
    • Sitemaps
    • Redirects
    • Canonical tags
    • Status Codes
    • NOINDEX tags
    • Server / Caching
    • Check w/SE user agent
    • Clues inWMT account
  • 27. Post-Crisis Actions
    • Written documentation
      • Summarize details of problem & solution
      • Include screen grabs
      • Save FOREVER
    • Post-mortem with ALL parties involved
    • Email summary to stakeholders
      • Ok to be the hero, but don’t throw anyone under the bus
        • You still have to work with these people!
  • 28. “ An ounce of Prevention...” Disaster prevention
  • 29. Regular Communication
      • Daily or weekly meetings
        • A daily 15 minute checkup is sufficient
      • Review upcoming & completed changes
      • Carefully review code BEFORE launch
      • Include ALL stakeholders
  • 30. Training for Stakeholders
      • C-Suite
        • High level 101’s
        • Value of SEO
        • Patience with results
      • Project/Product Mgrs .
        • Emphasize SEO timing in the development cycle
      • Designers
        • SEO consideration in wire frames
        • Consequences of FLASH
      • Content Managers
        • Keyword research
        • Keyword placement
        • Anchor text
      • Developers
        • URLs (length, dupe content, session IDs)
        • NOINDEX vs. robots.txt
        • Sitemaps
        • Rel = canonical
  • 31. Culture of Accountability
      • Make the stakeholders your SEO “partners”
      • Show examples of what could go WRONG
      • Discuss consequences of errors and poor communication
      • Provide developers with Google Webmaster Tools login
      • Regular meetings will help
  • 32. “ I need backup. Now!” reference
  • 33. Reference Desk
    • General Google Help
    • http://www.google.com/support/webmasters/?hl=en
    • Google Help Forum
      • http://www.google.com/support/forum/p/Webmasters?hl=en
    • Common Sitemap Errors
      • http://www.google.com/support/webmasters/bin/answer.py?answer=35738
    • Search Engines’ Viewpoint
      • http://www.seo-browser.com/
    • HTTP Checker
      • http://www.rexswain.com/httpview.html
  • 34. Articles
    • Canonical Link Element
      • “ Complete Guide to Rel Canonical - How To and Why (Not)”
        • SEOmoz Daily Blog; Lindsay Wassel
      • “ Why I Still Hate Rel=Canonical”
        • Search Engine Land; Ian Laurie
    • Robots.txt
      • “ A Deeper Look At Robots.txt”
        • Search Engine Land; Stephan Spencer
      • “ Serious Robots.txt Misuse & High Impact Solutions“
        • SEOmoz Daily Blog; Lindsay Wassel
    • In-House Processes
      • “ Where SEO Belongs In The Web Site Development Cycle”
        • Search Engine Land; Jessica Bowman
  • 35. Allison Fabella [email_address] 404-526-2246 TWITTER: @alli12 Thank You