0
Overcoming The Top
   10 SEO Mistakes
           What To Do for
   Search Engine Success



                     SEMpdx Se...
out of a Million




www.Straight-On.com searchenginemkt.com
                          SEMpdx SearchFest 07
              ...
AVOID The
5 Deadly SEO Sins

    Not Planning SEO from start


    Not Designing for search engines


    Not Providing ...
Top 10 SEO Mistakes:
 You Don’t
      Start planning SEO when starting a new Web project
1.
      Include “link bait” or “...
You SHOULD Have
On-Page Strategy
    Optimize for Organic Search Engines




Off-Page Strategy
    Obtain incoming links ...
Lay Foundation for Success
                        Keywords
                    

                        Content (Link M...
Authoritative Source of Information

        Application Notes, Reports
    

    Desirable Tool

        Calculator
  ...
Select Right Keywords
    Appropriate - Fit business goals for site


    Popular – Many searches performed


    Releva...
Yahoo Search Marketing
             (Overture Suggestion Tool)

 Free
            Searches done in August 2005
 Count     ...
Design Site
for search
                   Distribute
                   Keywords
     Home
                               ...
Optimize Page Elements
    <title>


    Meta Description


    Meta keywords


    Heads


    Text


    Image Alt ...
Waiting For Believers Page




      www.Straight-On.com searchenginemkt.com
                                SEMpdx Search...
Optimization Cycle

                      Design or Edit
                        Web Page

                               ...
www.Straight-On.com searchenginemkt.com
                          SEMpdx SearchFest 07
                                   ...
Measure Web Position and Improve




               www.Straight-On.com searchenginemkt.com
                              ...
5 Keys to SEO Success!

     Plan for SEO victory from the beginning
1.

     Design site and pages for search engines
2.
...
Use the 5 keys to SEO success
and you may take first place, a
heavenly experience indeed.



          www.Straight-On.com...
Bonus Slides
More information on


 www.straight-on.com
 and
 www.searchenginemkt.com


               www.Straight-On.com...
Optimization Principles
     Keyword Relevance
 

     Keyword Density
 

     Keyword Frequency
 

     Keyword Promin...
Keyword Density
for [Shopping Cart]
Shopping Cart                100%

FrontPage Shopping Cart      67%

FrontPage Shoppin...
Keyword Relevance

    Anna Nicole Smith


    Shopping Cart Software


    The Very Best Solutions On the Internet



...
Keyword Frequency (4)
Shopping Cart Software
 Shopping cart software for MS Windows or
  Linux. Ecommerce templates with
 ...
Keyword Prominence
                                    Low Prominence
 High Prominence
Shopping Cart Software             ...
Elements of Top Scoring Pages
Google Page Rank
    Link Popularity

    Score based on number of incoming links
    Page ...
Google Page Rank
…perfect search enginequot; … quot;understands exactly what you mean and
gives you back exactly what you ...
www.Straight-On.com searchenginemkt.com
                          SEMpdx SearchFest 07
                                   ...
Most Important
Off-Page Factor


     Google PageRank


        The key to high placement for
        highly competitive k...
Mysterious
Google PR Algorithm
PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))

PR = Page Rank
D = “damping constant...
Good and Bad Link Structures
    Good                              Bad
    Inbound anchor text varies        Inbound ancho...
Directories and Registration

 “If Yahoo or DMOZ.org thinks your site’s
 important enough to list, then we’ll list it
 whe...
Finding Good Links
Find out who is linking to your best competitors:
Yahoo search
  [linkdomain:www.your-compeititor.com
G...
Getting Good Links - DO
    Get listed in directories


    Write Articles


    Swap links with partner companies


  ...
Avoiding Bad Links – DON’T
    Participate in “Link Farms”


    Accept links from low PR pages


    Link to low PR pag...
Optimize Pages With Enough
Ammunition to Defeat Opponent


    But Not Too Much!




                                     ...
Danger, Ethical Questions
    Keyword Spamming, Stuffing, Spamdexing


    Invisible or Semi Visible Text, or CSS abuse
...
www.Straight-On.com searchenginemkt.com
                          SEMpdx SearchFest 07
                                   ...
References/Resources
                   Planet Ocean Unfair Advantage
                   Book on Winning the Search
      ...
Achieving
High Rank and Position
    Earn It


    Link Magnet Content


    Architecture and Page Design


    Author,...
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Transcript of "10 Seo Mistakes"

  1. 1. Overcoming The Top 10 SEO Mistakes What To Do for Search Engine Success SEMpdx SearchFest 07 Slide 1
  2. 2. out of a Million www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 2
  3. 3. AVOID The 5 Deadly SEO Sins Not Planning SEO from start  Not Designing for search engines  Not Providing enough content  Not Optimizing pages thoroughly  Not Continually improving  www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 3
  4. 4. Top 10 SEO Mistakes: You Don’t Start planning SEO when starting a new Web project 1. Include “link bait” or “link magnets” content 2. Define important messages using effective keywords 3. Distribute keyword phrases across multiple pages 4. Design with all HTML features needed to support SEO 5. Include content concentrated enough for an SEO win 6. Write <titles> unique to pages having relevant keywords 7. Apply keywords in all right places on the page 8. Optimize enough to win without overdoing it 9. Have a continuous cycle of testing and improving 10. www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 4
  5. 5. You SHOULD Have On-Page Strategy Optimize for Organic Search Engines  Off-Page Strategy Obtain incoming links to increase traffic and Page  Rank, helping highly competitive keywords win Pursue Pay for Click where we don’t expect good  and timely results from organic search. www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 5
  6. 6. Lay Foundation for Success Keywords  Content (Link Magnets)  Keywords mapped to pages  Navigation path for engines  Page layout supporting SEO  Provide reasons for people to visit your site, revisit it, and link to it. www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 6
  7. 7. Authoritative Source of Information  Application Notes, Reports  Desirable Tool  Calculator  Community Experience  Forum, FAQ, Blogs  Valuable Information  White Paper, E-book, Newsletter  www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 7
  8. 8. Select Right Keywords Appropriate - Fit business goals for site  Popular – Many searches performed  Relevant - Used by buyers, not sellers  Competitive – Capable of winning  Targeted – Specific requests of buyers  Tools: WordTracker, Yahoo/Overture, Google www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 8
  9. 9. Yahoo Search Marketing (Overture Suggestion Tool) Free Searches done in August 2005 Count Search Term  shopping cart software 35524  ecommerce template 2048  asp shopping cart software 341  shopping cart software php 284  frontpage shopping cart software 152 No results for [frontpage asp shopping cart software] To find, Google [overture suggestion] www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 9
  10. 10. Design Site for search Distribute Keywords Home Link Magnets on Search Landing Pages Navigation Product Customer Forums, Articles Categories Information Blogs, Search Product Tracking Pages Detail Pages PPC, Specials sitemap.htm, sitemap.xml www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 10
  11. 11. Optimize Page Elements <title>  Meta Description  Meta keywords  Heads  Text  Image Alt Tags (and titles)  Link names (anchor text)  www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 11
  12. 12. Waiting For Believers Page www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 12
  13. 13. Optimization Cycle Design or Edit Web Page Metrics of Search Engine Top Web pages Compare Rules Or with SW Selected Web Pages ? Too Weak Too Strong Just Right or Good enough Client Review www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 13
  14. 14. www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 14
  15. 15. Measure Web Position and Improve www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 15
  16. 16. 5 Keys to SEO Success! Plan for SEO victory from the beginning 1. Design site and pages for search engines 2. Author valuable content rich with keywords 3. Optimize All SEO/HTML elements 4. Test and Continually Improve 5. www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 16
  17. 17. Use the 5 keys to SEO success and you may take first place, a heavenly experience indeed. www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 17
  18. 18. Bonus Slides More information on www.straight-on.com and www.searchenginemkt.com www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 18
  19. 19. Optimization Principles Keyword Relevance  Keyword Density  Keyword Frequency  Keyword Prominence  Concentrated Theme  Work for Google, Yahoo, MSN  Valuable and sensible to people  www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 19
  20. 20. Keyword Density for [Shopping Cart] Shopping Cart 100% FrontPage Shopping Cart 67% FrontPage Shopping Cart 15% Software $105 to $175 www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 20
  21. 21. Keyword Relevance Anna Nicole Smith  Shopping Cart Software  The Very Best Solutions On the Internet  www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 21
  22. 22. Keyword Frequency (4) Shopping Cart Software Shopping cart software for MS Windows or Linux. Ecommerce templates with Shopping cart software is available for FrontPage or Dreamweaver. At $105 to $175 this is the most cost-effective shopping cart software solution on the market! www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 22
  23. 23. Keyword Prominence Low Prominence High Prominence Shopping Cart Software Ecommerce Value Shopping cart software with All of the features you need with all the features you need, the the look you want, at a price you look that you want and a price can’t afford not to spend in our you can’t afford not to spend. shopping cart software. Order your shopping cart software today! www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 23
  24. 24. Elements of Top Scoring Pages Google Page Rank Link Popularity  Score based on number of incoming links Page Reputation  Score based on what incoming links say Page Importance – Google Page Rank  associated with incoming link Source: Planet Ocean Communications, www.planetocean.com www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 24
  25. 25. Google Page Rank …perfect search enginequot; … quot;understands exactly what you mean and gives you back exactly what you want.quot; Google uses PageRank™ to examine the entire link structure of the web and determine which pages are most important. It then conducts hypertext- matching analysis to determine which pages are relevant to the specific search being conducted. By combining overall importance and query-specific relevance, Google is able to put the most relevant and reliable results first. PageRank Technology: PageRank performs an objective measurement of the importance of web pages by solving an equation of more than 500 million variables and 2 billion terms. Instead of counting direct links, PageRank interprets a link from Page A to Page B as a vote for Page B by Page A. PageRank then assesses a page's importance by the number of votes it receives. Source: Google – http://www.google.com/corporate/tech.html www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 25
  26. 26. www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 26
  27. 27. Most Important Off-Page Factor Google PageRank The key to high placement for highly competitive keywords www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 27
  28. 28. Mysterious Google PR Algorithm PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn)) PR = Page Rank D = “damping constant” from 0 to 1, typically .85 (Tn) = “citation,” or a vote for your site as an incoming link PR(Tn) = Page Rank of citing page C(Tn)=number of citations on the page that is linking to you Source: The Anatomy of a Large-Scale Hypertextual Web Search Engine Sergey Brin and Lawrence Page Computer Science Department, Stanford University, Stanford, CA 94305 http://www-db.stanford.edu/~backrub/google.html www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 28
  29. 29. Good and Bad Link Structures Good Bad Inbound anchor text varies Inbound anchor text   identical Inbound link count  increases gradually Inbound link count  increases suddenly Site links-out to only  reputable pages Site links – out to link  farms or web rings Links are rarely reciprocal  High percentage of links  Links come from pages  are reciprocal with few links Adapted From Source: Planet Ocean www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 29
  30. 30. Directories and Registration “If Yahoo or DMOZ.org thinks your site’s important enough to list, then we’ll list it when we find the link from them to you. Planet Ocean Communications, www.planetocean.com paraphrasing Google www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 30
  31. 31. Finding Good Links Find out who is linking to your best competitors: Yahoo search [linkdomain:www.your-compeititor.com Google search [site:www.your-competitor.com] Request a link from them Sophisticated software tools are available to help with this www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 31
  32. 32. Getting Good Links - DO Get listed in directories  Write Articles  Swap links with partner companies  Write press releases  Participate in forums  Learn what a Wiki is  www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 32
  33. 33. Avoiding Bad Links – DON’T Participate in “Link Farms”  Accept links from low PR pages  Link to low PR pages  Participate in Web Rings  www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 33
  34. 34. Optimize Pages With Enough Ammunition to Defeat Opponent But Not Too Much! Opponent www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 34
  35. 35. Danger, Ethical Questions Keyword Spamming, Stuffing, Spamdexing  Invisible or Semi Visible Text, or CSS abuse  Doorway Pages  Redirect Pages  Optimizing for off topic words  Phantom Pixel  Bait and Switch via Cloaking  Ring of Similar Websites or Duplicates  www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 35
  36. 36. www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 36
  37. 37. References/Resources Planet Ocean Unfair Advantage Book on Winning the Search Engine Wars. http://www.planetocean.com/ http://searchenginewatch.com/ www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 37
  38. 38. Achieving High Rank and Position Earn It  Link Magnet Content  Architecture and Page Design  Author, Optimize, Get Links  Measure and Improve  www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 38
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