Seo mistakes911 fabella


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Seo mistakes911 fabella

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