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

Search engine optimization (seo) workshop 2 Presentation 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