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

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