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Common protocol for blocking bots to all or part of your site
Available at www.yoursite.com/robots.txt
Keeps spiders from specific sections of the site – scripts or user profiles
Done wrong, can block bots from entire site
Tip: Unless you need to block them always allow all bots access to all content User-agent: * Disallow: User-agent: * Disallow: /cgi-bin/ Disallow: /go/ Sitemap: http://www.mysite.com/google-sitemap-index.xml
Site Speed Testing Example Test indicates multiple areas of improving load speed
Sessions on Indexing Session Name Data/Time Info Architecture for Modern WebSite Today 1:30pm Intro to Information Retrieval on Web Today 1:30pm SEO 101 Wednesday 9:30am Technically Speaking Wednesday 3:45pm Duplicate Content & Multiple Site Issues Thursday 2:00pm Work Effectively with your IT Department Thursday 2:00pm
Relevance Ensuring that your pages are relevant to the query by placing keywords in locations that send strong signals to the search engines.
Optimize Templates for Scale & Global Reach Sony.de Sony.fr Etc. Page Title and Meta Data recommendations Fully indexable navigation? Ensure all parts of the page are indexable Correct use of Header tags Can search engine’s follow all of the links? Enhancement of cross-links to distribute link equity
Automated submitting, resubmitting, deep submitting
Competitor names in meta tags
Duplicate pages with minimal or no changes
Machine generated content
Spamming in Its Many Forms …
Sessions on Relevance Session Name Data/Time Info Architecture for Modern WebSite Today 1:30pm Intro to Information Retrieval on Web Today 1:30pm Developing Great Content Today at 3:00pm SEO 101 Wednesday 9:30am Panda, The Aftermath Wednesday 1:00pm Creative Keyword Research Thursday 12:45pm Duplicate Content & Multiple Site Issues Thursday 2:00pm
Authority Ensuring that your pages are considered relevant and authoritative by other authoritative sites via links and anchor text.
Link Popularity Analysis - Tools Subscription based tool from SEOMoz that gives you all of the details you need to analyze both a site or an individual page for link authority and link opportunities.
Link Popularity Analysis - Tools MajesticSEO – www.majesticseo.com Also a subscription-based too that allows for site and page level link analysis.
Review special deal partners, vendors, and channel partners
Conduct training or share linking best practices
Trade & Industry associations
Identify reputable industry associations, especially the ones where your currently a membership.
Review the links you get to ensure they are relevant
Participate in industry events to get content exposure and links
Bloggers and online bios are often great places to get links
Start with Google Review the top positions for key phrase and what links do they have!
Press Releases Prime the Pump Release sent via digital announcement – 11,300 sites pick it up and reference “exact” title of release – resulting in 100,000 references to “free online photo editor” in less than 3 months
Link Building is hard and cannot be faked or rushed – build links naturally
Quality content generates links
Clean up and fix current links
Find quality links from relevant sources
Leverage digital press releases
Leverage social media for real time impact
Sessions on Authority Session Name Data/Time Intro to Information Retrieval on Web Today 1:30pm Basics of Link Building Today 4:15pm SEO 101 Wednesday 9:30am Panda, The Aftermath Wednesday 1:00pm Search, PR & Social Butterfly Thursday 3:15pm
clickability Ensuring that your SERP Snippets are relevant and compelling to searchers to encourage more clicks.
The basic anatomy Paid Search Campaigns Ad Text Keywords “ best banking software ” bank software [banking software] -cheap Ad Management Tool Banking Software Campaign Ad Groups Ad Groups Ad Groups Ad Groups
Create an effective campaign Targeted Ad Higher Clickthrough Rates More Qualified Leads Better Conversions Good User Experience Relevance is the key to a successfulcampaign
Communication, appearance, and style are important
Be persuasive and informative
First thing the user sees
Optimize your landing pages
Goal: Attract, Engage & Retain Searchers
Keywords in Ad Text figurines Collector Dolls 40% Off The Anastasia Collection - Porcelain Dolls, Doll Stands, & More www.AdWordsExample.com Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! www.AdWordsExample.com Catch your customer’s eye by making sure your headlines match the keywords. Matching terms show up in bold text on the Google results page.
Include a Call to Action Examples: get info, research here, download free white paper, order our catalog, buy now, save money Avoid meaningless slogans and gimmicky language Click Here Visit Us
Send Chocolate Gifts Save 10% on all chocolate orders. Free shipping over $50.
Map your keywords to the buy cycle Search Users searching for solutions Awareness crm software crm software solutions crm software case studies Understand searcher intent to maximize their need to our content Interest Consider Purchase crm software vendors crm software consultants Automotive crm software IBM crm software best crm software crm software reviews crm software sale crm software wholesale crm software
Align Creative to Buy Cycle Search Example Keywords: Awareness Business printing Stages of the Buying Cycle Interest Consider Purchase Varieties of Laser printers Laser printing comparison HP LaserJet Printer Example Creative:
Keywords are the lifeblood of any search marketing program. It is essential that you understand the universe of keywords related to your products and services.
From this understanding you can understand the needs, wants and intent of the searcher to more effectively map your content with their query.
Generate Keyword Review Matrix Initial Keyword Research gives you related words Number of searches last month. How is are the words performing elsewhere Research? Purchase? Service? Good word? Bad? Issues? Recommend Landing page URL Keyword Related Keyword Demand Rank Data CPC Site Search Type Comments PLP diabetes 375,567 diabetes supply 58,731 Diabetes symptoms 48,148 Diabetes diet 22,133 Type 2 diabetes 21,393 Diabetes mellitus 21,038 Gestational diabetes 19,755 Diabetes treatment 18.999 Diabetes information 17,345 Juvenile diabetes 17,125
Brainstorming words are your starting point. We take these top-level, general keyword phrases and use them as the basis of the next set of actions.
Start the process by answering the following questions:
Make a list of your products, services and categories of each
What do your potential visitors search for when trying to find your product/services/information?
When you search for your own site, what do you search for
What do you want to be #1 in the search results for?
What terms are currently driving visits to your site (analytics)
What are people searching for currently on your site? (site search)
WordTracker Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. - www.wordtracker.com
Keyword Discovery Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. Can save and recall keyword research projects - www.keyworddiscovery.com
Google Keyword Results Select what you want and “download” to Excel or CSV
Organic Diagnostic Metrics Key Metrics Description Pages in Index By understanding how many pages you have in the index any increases or decreases can show improvement or problems Pages in Top 5 By understanding how many pages in the top 5 will help identify changes in the algorithm and on your site Traffic from Search Engines By understanding the traffic volumes from search engines you can detect problems in specific engines
Organic Performance Metrics Key Metrics Description Traffic by keywords Measure increased traffic volumes for each keyword to demonstrate the impact of specific optimization activities Conversions Measure conversions of visitors from organic search PPC vs. Organic Traffic Measure the collective traffic from paid and organic search. Analyze on a keyword level to find opportunities for improvement and cannibalization
PPC Performance Metrics Key Metrics Description Click Rate by keywords Measure click rate of paid search terms. The higher the rate the more relevant the message Bounce Rate What percentage of search visits did your page not connect with the searcher? Conversions Measure conversions of visitors from PPC visits. Average Cost Per Click What is the average cost per click across all of our words Cost Per Sale or Action What is it actually costing us to acquire a new customer?