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Free Traffic Seo Smo 101 (Search Engine Social Media Optimization) Presentation 2

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    • 1. SEO 101 presented by Stephan Spencer, Founder & President, Netconcepts
    • 2. Today’s Agenda
      • What is SEO?
      • The Seven Steps to Higher Rankings
        • Get Your Site Fully Indexed
        • Get Your Pages Visible
        • Build Links & PageRank
        • Leverage Your PageRank
        • Encourage Clickthrough
        • Track the Right Metrics
        • Avoid Worst Practices
    • 3. Part 1: What Is SEO?
    • 4. Everything Evolves Around Search
    • 5. Search Engine Optimization
      • 6 times more effective than a banner ad
      • Delivers qualified leads
      • 80% of Internet user sessions begin at the search engines (Source: Internetstats.com)
      • 55% of online purchases are made on sites found through search engine listings (Source: Internetstats.com)
    • 6. SEO is NOT Paid Advertising
      • SEO – influence rankings in the “natural” (a.k.a. “organic”, a.k.a. “algorithmic”) search results
      • PPC – paid search advertising on a pay-per-click basis. The more you pay, the higher your placement. Stop paying = stop receiving traffic.
      • SEM – encompasses both SEO and PPC
    • 7. Natural Paid Paid
    • 8. Google Listings – Your Virtual Sales Force
      • Savvy retailers making 6-7 figures a month from natural listings
      • Savvy MFA (Made for AdSense) site owners making 5-6 figures per month
      • Most sites are not SE-friendly
      • Google friendliness = friendly to other engines
      • First calculate your missed opportunities
    • 9. Not doing SEO? You’re Leaving Money on the Table
      • Calculate the missed opportunity cost of not ranking well for products and services that you offer?
      # of people searching for your keywords x engine share (Google = 60%) x expected click-through rate average conversion rate average transaction amount x x
      • E.g.10,000/day x 60% x 10% x 5% x $100 = $3,000/day
    • 10. Most Important Search Engines
      • Google (also powers AOL Search, Netscape.com, iWon, etc.) – 60.29% market share (Source: Hitwise)
      • Yahoo! (also powers Alltheweb, AltaVista, Hotbot, Lycos, CNN, A9) – 22.58%
      • Live Search (formerly MSN Search) – 11.56%
      • Ask – 3.63%
    • 11. People Are Googling… Are You There?
    • 12. What Are Searchers Looking For?
      • Keyword Research
        • “ Target the wrong keywords and all your efforts will be in vain.”
      • The “right” keywords are…
        • relevant to your business
        • popular with searchers
    • 13. Keyword Research
      • Tools to check popularity of keyword searches
        • Overture’s Keyword Selector Tool (http://inventory.overture.com)
        • WordTracker.com
        • Trellian’s KeywordDiscovery.com
        • Google’s Keyword Tool
        • Google Trends
        • Google Suggest
    • 14. Overture’s Keyword Selector Tool
      • Pros
        • Free!
        • Data is from a large sample of Internet searches (including all searches on Yahoo!)
      • Cons
        • Variations of keywords are aggregated (e.g. verb tenses, plural & singular, misspellings)
        • Rife with bogus data from automated searches
        • Only a month’s data. No historical archives.
    • 15. Keyword Popularity – According to Yahoo!
    • 16. WordTracker.com
      • Pros
        • Based on last 60 days worth of searches
        • Singular vs plural, misspellings, verb tenses all separated out
        • Advanced functionality: keyword “projects”, import data into Excel, synonyms, …
      • Cons
        • Requires subscription fee ($260/year)
        • Data is from a small sample of Internet searches (from the minor search engines Dogpile and MetaCrawler)
        • Contains bogus data from automated searches
        • No historical archives
    • 17. Keyword Popularity – According to WordTracker
    • 18. Trellian’s KeywordDiscovery.com
      • Pros
        • Full year of historical archives
        • Data is from a large sample of Internet searches (9 billion searches compiled from 37 engines)
        • Singular vs plural, misspellings, verb tenses all separated out
        • Can segment by country
        • Advanced functionality: keyword “projects”, import data into Excel, synonyms, …
      • Cons
        • Access to the historical data requires subscription fee (~$30/month)
        • Contains bogus data from automated searches
    • 19. Keyword Popularity – According to KeywordDiscovery
    • 20. Google AdWords Keyword Tool
      • Pros
        • Free! (Must have an AdWords account though)
        • Data is from a large sample of Internet searches (from Google)
        • Singular vs plural, misspellings, verb tenses all separated out
        • Can segment by country
        • Synonyms
      • Cons
        • No hard numbers
      • Augment this tool with other free Google tools:
        • Google Suggest (labs.google.com/suggest)
        • Google Trends (www.google.com/trends)
    • 21. Keyword Popularity – According to Google AdWords Keyword Tool
    • 22. Keyword Popularity – According to Google AdWords Keyword Tool
    • 23. Keyword Popularity – According to Google Trends
    • 24. Keyword Popularity – According to Google Suggest
    • 25. Keyword Research
      • Competition for that keyword should also be considered
        • Calculate KEI Score ( K eyword E ffectiveness I ndicator) = ratio of searches over number of pages in search results
        • The higher the KEI Score, the more attractive the keyword is to target (assuming it’s relevant to your business)
    • 26. SEO. A Moving Target.
      • Lots is changing…
        • Personalization & customization
        • Vertical search services (Images, Video, News, Maps, etc.)
        • “ Universal Search”
      • Fortunately, the tried-and-true tactics still work…
        • Topically relevant links from important sites
        • Anchor text
        • Keyword-rich title tags
        • Keyword-rich content
        • Internal hierarchical linking structure
        • The whole is greater than the sum of the parts
    • 27. The Search Engines Are Your Friend
      • Sitemaps.org
      • Webmaster tools (e.g. Google Webmaster Central, Live Search Webmaster Center, Yahoo Site Explorer)
      • Rel=“nofollow” tag
      • Meta NOODP tag
      • Speaking at search engine conferences
      • Publishing blogs dedicated to helping webmasters
      • Participating on SEO forums
      • “ Weather reports”
    • 28. My daughter, SEO-in-training. She makes $1000 / month passive income SEO – Easy Enough a Child Could Do It!
    • 29. Part 2: Seven Steps to High Rankings
    • 30. Begin The 7 Steps
      • 1) Get Your Site Fully Indexed
      • 2) Get Your Pages Visible
      • 3) Build Links & PageRank
      • 4) Leverage Your PageRank
      • 4) Encourage Clickthrough
      • 6) Track the Right Metrics
      • 7) Avoid Worst Practices
    • 31. 1) Get Your Site Fully Indexed
      • Search engines are wary of “dynamic” pages - they fear “spider traps”
      • Avoid stop characters (?, &, =) ‘cgi-bin’, session IDs and unnecessary variables in your URLs; frames; redirects; pop-ups; navigation in Flash/Java/Javascript/pulldown boxes
        • If not feasible due to platform constraints, can be easily handled through proxy technology (e.g. GravityStream)
      • The better your PageRank, the deeper and more often your site will be spidered
    • 32. 1) Get Your Site Fully Indexed
      • Page # estimates are wildly inaccurate, and include non-indexed pages (e.g. ones with no title or snippet)
      • Misconfigurations (in robots.txt, in the type of redirects used, requiring cookies, etc.) can kill indexation
      • Keep your error pages out of the index by returning 404 status code
      • Keep duplicate pages out of the index by standardizing your URLs, eliminating unnecessary variables, using 301 redirects when needed
    • 33. Results in “Supplemental Hell”
    • 34. Not Spider-Friendly
      • GET http://www.bananarepublic.com --> 302 Moved Temporarily
      • GET http://www.bananarepublic.com/browse/home.do --> 302 Moved Temporarily
      • GET http://www.bananarepublic.com/browse/home.do?targetURL=http%3A%2F%2Fwww.bananarepublic.com%2Fbrowse%2Fhome.do&CookieSet=Set --> 302 Moved Temporarily
      • GET http://www.bananarepublic.com/cookieFailure.do --> 200 OK
    • 35. 2) Get Your Pages Visible
      • 100+ “signals” that influence ranking
      • “ Title tag” is the most important copy on the page
      • Home page is the most important page of a site
      • Every page of your site has a “song” (keyword theme)
      • Incorporate keywords into title tags, hyperlink text, headings (H1 & H2 tags), alt tags, and high up in the page (where they’re given more “weight”)
      • Eliminate extraneous HTML code
      • “ Meta tags” are not a magic bullet
      • Have text for navigation, not graphics
    • 36. Pretty good title
    • 37. Not so good title – where’s the phrase “credit card”?
    • 38. Good link text and body copy
    • 39. Good link text and body copy
    • 40. No link text or body copy
    • 41. No link text or body copy
    • 42. Take a peek under the hood
    • 43. The “meta tags”
    • 44. Unnecessarily bloated HTML
    • 45. 3) Build Links and PageRank
      • “ Link popularity” affects search engine rankings
      • PageRank™ - Links from “important” sites have more impact on your Google rankings (weighted link popularity)
      • Google offers a window into your PageRank
        • PageRank meter in the Google Toolbar (toolbar.google.com)
        • Google Directory (directory.google.com) category pages
        • 3rd party tools like SEOChat.com’s “PageRank Lookup” & “PageRank Search”
      • Scores range from 0-10 on a logarithmic scale
      • Live Search and Yahoo have similar measures to PageRank™
    • 46. Google’s Toolbar – with handy PageRank Meter
    • 47. Google Directory – listings are organized by PageRank
    • 48. Conduct any Google query and get results organized by PageRank
    • 49. 4) Leverage Your PageRank
      • Your home page’s PageRank gets distributed to your deep pages by virtue of your hierarchical internal linking structure (e.g. breadcrumb nav)
      • Pay attention to the text used within the hyperlink (“Google bombing”)
      • Don’t hoard your PageRank
      • Don’t link to “bad neighborhoods”
    • 50. 4) Leverage Your PageRank
      • Avoid PageRank dilution
        • Canonicalization (www.domain.com vs. domain.com)
        • Duplicate pages: (session IDs, tracking codes, superfluous parameters)
        • In general, search engines are cautious of dynamic URLs (with ?, &, and = characters) because of “spider traps”
          • Rewrite your URLs (using a server module/plug-in) or use a hosted proxy service (e.g. GravityStream)
          • See http://catalogagemag.com/mag/marketing_right_page_web/
    • 51. Duplicate pages
    • 52. Googlebot got caught in a “spider trap”
    • 53. Search engine spiders turn their noses up at such URLs
    • 54. Thus, important content doesn’t make it into the search engine indices
    • 55. 5) Encourage Clickthrough
      • Zipf’s Law applies - you need to be at the top of page 1 of the search results. It’s an implied endorsement.
      • Synergistic effect of being at the top of the natural results & paid results
      • Entice the user with a compelling call-to-action and value proposition in your descriptions
      • Your title tag is critical
      • Snippet gets built automatically, but you CAN influence what’s displayed here
    • 56. Where do searchers look? (Enquiro, Did-it, Eyetools Study)
    • 57. Search listings – 1 good, 1 lousy
    • 58. 6) Track the Right Metrics
      • Indexation : # of pages indexed, % of site indexed, % of product inventory indexed, # of “fresh pages”
      • Link popularity : # of links, PageRank score (0 - 10)
      • Rankings : by keyword, “filtered” (penalized) rankings
      • Keyword popularity : # of searches, competition, KEI (Keyword Effectiveness Indicator) scores
      • Cost/ROI : sales by keyword & by engine, cost per lead
    • 59. Indexation tool – www.netconcepts.com/urlcheck
    • 60.  
    • 61. Link popularity tool – www.netconcepts.com/linkcheck
    • 62.  
    • 63. ROI – Sales by keyword
    • 64. ROI – Sales by referrer
    • 65. Avoid Worst Practices
      • Target relevant keywords
      • Don’t stuff keywords or replicate pages
      • Create deep, useful content
      • Don't conceal, manipulate, or over-optimize content
      • Links should be relevant (no scheming!)
      • Observe copyright/trademark law & Google’s guidelines
    • 66. Spamming in Its Many Forms…
      • Hidden or small text
      • Keyword stuffing
      • Targeted to obviously irrelevant keywords
      • Automated submitting, resubmitting, deep submitting
      • Competitor names in meta tags
      • Duplicate pages with minimal or no changes
      • Spamglish
      • Machine generated content
    • 67. Spamming in Its Many Forms…
      • Pagejacking
      • Doorway pages
      • Cloaking
      • Submitting to FFA (“Free For All”) sites & link farms
      • Buying up expired domains with high PageRanks
      • Scraping
      • Splogging (spam blogging)
    • 68. BMW.de hosted many “doorway pages” like this one
    • 69. “ Sneaky redirect” sent searchers to this page
    • 70. Not Spam, But Bad for Rankings
      • Splash pages, content-less home page, Flash intros
      • Title tags the same across the site
      • Error pages in the search results (eg “Session expired”)
      • "Click here" links
      • Superfluous text like “Welcome to” at beginning of titles
      • Spreading site across multiple domains (usually for load balancing)
      • Content too many levels deep
    • 71. What Next? Conduct an SEO Audit!
      • Is your site fully indexed?
      • Are your pages fully optimized?
      • Could you be acquiring more PageRank?
      • Are you spending your PageRank wisely?
      • Are you maximizing your clickthrough rates?
      • Are you measuring the right things?
      • Are you applying “best practices” in SEO and avoiding all the “worst practices”?
    • 72. Case Study: Homestead.com
      • What worked
        • Comprehensive SEO & usability audit
        • Intensive on-site training sessions with their IT and marketing teams
        • 6 months of support
      • What didn’t work
        • No significant changes to the look of the home page were allowed for political reasons, significantly reducing the options available
    • 73. Case Study: Homestead.com
      • Results
        • Within 8 weeks of launch of some preliminary optimization work, on page 1 for “website hosting” in Google
        • With our audit as a blueprint, later that year launched an internally built site redesign which landed them the #1 Google position for “website hosting”
        • Consistently held #1 position for 2 years
    • 74.  
    • 75.  
    • 76.  
    • 77.  
    • 78. In Summary
      • Focus on the right keywords
      • Have great keyword-rich content
      • Build links, and thus your PageRank™
      • Spend that PageRank™ wisely within your site
      • Measure the right things
      • Continually monitor and benchmark
    • 79. Further Reading
      • blogs.cnet.com/seosearchlight
      • google.com/support/webmasters/bin/answer.py?answer=35769
      • www.google.com/webmasters/
      • www.mattcutts.com/blog
      • googlewebmastercentral.blogspot.com
      • blog.outer-court.com
      • www.searchengineland.com
      • www.seroundtable.com
      • www.naturalsearchblog.com
    • 80. Q&A!
      • For an ebook on Google power searching, SEO checklists & worksheets, and audio recording, executive summary & transcript of an SEO thought leaders teleconference, e-mail your request to [email_address]
      • To contact me: stephan@netconcepts.com

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