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Search engine optimization (seo) workshop 2

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Gab Goldenberg's class on SEO

Gab Goldenberg's class on SEO

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  • Ask how many people are in class and send half out Have remaining half open a click test page and show where they would click. Send them out and have other half come back in, and open a second test, showing where they would click. “ We’ll come back to the results in a moment. First, we need to discuss permission marketing.” Go back and forth between results pages, show similarity
  • Transcript

    • 1. Search Engine Optimization (SEO) Workshop By Gabriel Goldenberg Gab @seoroi.com
    • 2. Where We’re Going Today
    • 3. Where We’re Going Today
      • Where does SEO fit in marketing?
        • Interruption vs permission marketing
        • Who finds ads annoying? Who ignores ads?
        • Why do SEO?
    • 4. Where We’re Going Today
      • Under The 600 HP Hoods of Modern Search Engines:
        • - Content discovery
        • - Crawling
        • - Indexing
        • - Ranking
        • - Filtering and Penalizing
    • 5. Where We’re Going Today
      • How do we do SEO?
        • Same as offline marketing campaign:
          • Research
          • Plan
          • Execute
          • Measure
          • Optimize
    • 6. Where We’re Going Today
      • We will do group work to:
        • Research – Keyword ideas and value
        • Measure – Link building efforts
    • 7. INTRO Image: PropsUnlimited.com
    • 8. Interruption Marketing Via 10steps.sg
    • 9. Via DimensionsGuide.com
    • 10. Via Hongkiat.com
    • 11. SearchEngineLand.com
    • 12. An Experiment With Fonts & Font Size
      • Group M, please visit seoroi.com/test-1
      • Group R, please visit seoroi.com/test-2
    • 13. Do Ads Annoy You? Scam ads. Screenshot via BattelleMedia.com
    • 14. Permission Marketing Via B2HMarketing.com
    • 15. Via Calgary-city-maps.com
    • 16.  
    • 17. Search: The New Yellow Pages
    • 18. Why do SEO?
      • Highly Effective - Permission
      • 98% of clicks on page 1. When did you last click # 53?
    • 19. Under Search Engines’ Hoods
    • 20. How Search Engines Work
      • Finding out about content
      • Visit
      • Decide what it’s about
      • Store it
      • Rank it against other sites on the topic
      • Get the query and add query-based filters:
        • Geo, personalized search, video, news etc
    • 21. Finding Content
      • There are over a dozen different ways that search engines will discover new content
        • Links
        • Chrome / toolbar visits
        • Searches
        • Tweets
        • Submissions
        • PPC
        • More ways: http://seoroi.com/shotland-index
    • 22. IsMarkDavidsonReal.com Full case study: http://www.seomoz.org/ugc/how-i-got-16-links-in-20-minutes-with-9
    • 23. Crawling Content
      • Q: How do search engines know what is on a webpage?
      • A: With spiders and robots.
      Via Examiner.com
    • 24. The Index
      • Where information on the web is stored.
    • 25. Rankings
      • Rankings depend on Relevance and Importance.
    • 26. Relevance
      • Relevance is the minimum threshold for a page to be considered to be shown.
      Image via: StuartDuncan.name
    • 27. Relevance Signals
      • Signals of a page’s relevance include
      • Content on the page
      • Clickable text (aka anchor text) in
        • internal links
        • external links
      • The relevance of pages and sites that link to the page
    • 28. Rankings
      • Rankings depend on
      • Relevance and
      • Importance
      Via Topspots003.blogspot.com
    • 29. Rankings
      • It’s not enough to have a relevant page…
      • You need to be The. Most. Important. Page.
    • 30. What’s The Most Important Page?
    • 31. The most visitors? Via VisualPhotos.com
    • 32. The most known brand? Good analysis here: http://www.seobook.com/potential-brand-signals Via BrandXCulture.com
    • 33. The one paying Google the most?
    • 34. The hottest designed page? Via Visual-Blast.com
    • 35. Importance
      • Importance in rankings depends on what others say.
    • 36. Links Via Wasauna.com IPL.org
    • 37. Factors In Link Building
      • Amount
      • Prominence and location
      • Authority
      • Relevance of linking site, page, person
    • 38. Social Signals
      • Importance depends on social media signals like tweets and Facebook shares
    • 39. Visitor Data
      • Browsers and toolbars
    • 40. Rankings Cat & Mouse
    • 41. Penalties and Filters
      • Penalties for guideline violations
      • Filters for geo, language, news etc.
      Via J-walkblog.com
    • 42. How do we do SEO?
    • 43. How do we do SEO? Step 1: Research
    • 44. Research: Keyword Ideas
      • Tools
      • Get 2-3 partners
      • Pick 3 products you’ve all researched or bought online (suggest: not CPG)
      • Visit Google’s general keyword tool:
        • http://seoroi.com/google-kw-tool
      • Enable Cost Per Click columns, months, and brainstorm keywords for each product
    • 45. Research: Keyword Ideas
      • People
      • Switch products with the group sitting next to you
      • Brainstorm & write down all keywords and modifers – 15 mins – note who came up with each keyword
      • Good work gets candy!
      Via layoutsparks.com
    • 46. Research: Keyword Ideas
      • Competitors
      • Google some keywords
      • Visit sites
      • Read navigation / sitemaps
    • 47. Research: Keyword Value
      • Individually: Write answers to these questions about your group’s products:
        • Have you bought this product/service before? If so, how many times?
        • How often do you buy this product/service?
        • Are you a new or returning client to the last place you bought from?
      • Put answers aside- we’ll return to them soon.
    • 48. Research: Keyword Value
      • Lego: Big mistake or PPC intricacies?
    • 49. Research: Keyword Value
      • CPC data, Surveys and Competitor Review
      • Compare keyword ideas with keyword value info from surveys and G CPCs
    • 50. Designing Sites for SEO
    • 51. Keep It Simple
      • Text links
      • Avoid Flash & Frames
      • Use keywords liberally
      • Answer the query
      • Organize for users
      • When in doubt, delete.
    • 52. Clinique Revolution Full disclosure: They are a current client.
    • 53. Link Building
      • ‘ Why would anyone link to me?’
    • 54. That’s What They Do
      • Directories of websites and resources:
        • General: Yahoo
        • Niche: Hockey-Community’s Hockey Blogs
        • Discounts for students
    • 55. What is a “Hub”? It’s the center of a wheel.
    • 56. What is a “Hub”? A wheel made up of pages and links.
    • 57. Why Hubs Matter To SEO
      • A Partial History of Google’s Algos
      • PageRank: Absolute scores
      • Offtopic pages can rank with high PR
      • Hilltop: Relevance within a field
    • 58. Hubs Link Within A Field So Hub Links And Relevance Correlate
      • Topical relevance can be measured using hub links
      Larry King Bob Vila PageRank: General Fame HillTop: Niche Expertise
    • 59. Tool: Competitive Link Finder
    • 60. Tool: Competitive Link Finder
      • Pros:
      • See actual linking pages
      • Sorted by SEOmoz’s mozRank and mozTrust
        • Saves time
      • Cons:
      • Starts at $99/mo > competitors
      • Fewer results than competitors
    • 61. And Sites With Other Purposes’ Motivation?
      • Sweeeeeeet content.
    • 62. News 500K links, per OpenSiteExplorer.org
    • 63. Tutorials
    • 64. Studies
    • 65. Compliments or Controversy
      • Jason Cherniak from Liblogs
      • Jason Calacanis of Weblogs Inc.
      Via DigitalTechNews.com Via Liberal.ca
    • 66. Practice: Link Analysis
      • In groups, download these four CSV files and visit the URLs.
      • Why did they get each link? What was remarkable?
      • http://seoroi.com/links-oatmeal
      • http://seoroi.com/links-wordpress
      • http://seoroi.com/links-degrees
      • http://seoroi.com/links-seomoz
    • 67. And If You Don’t Create Content?
      • Suppliers
      • Customers
      • Friends
    • 68. Assumed: Initial Attention Distribution doesn’t happen on its own. You have to ask. And for many of us, that’s uncomfortable.
    • 69. Why is it uncomfortable?
    • 70. Why is it uncomfortable? Typically because we’re interrupting. Via 10steps.sg
    • 71. The solution? Permission.
        • Relationships: BuzzStream, ConnectedHQ
        • Social Media & Reciprocity
        • Subscribers – RSS and Email