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

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

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

  • SEO 101 presented by Stephan Spencer, Founder & President, Netconcepts
  • 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
  • Part 1: What Is SEO?
  • Everything Evolves Around Search
  • 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)
  • 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
  • Natural Paid Paid
  • 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
  • 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
  • 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%
  • People Are Googling… Are You There?
  • 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
  • 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
  • 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.
  • Keyword Popularity – According to Yahoo!
  • 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
  • Keyword Popularity – According to WordTracker
  • 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
  • Keyword Popularity – According to KeywordDiscovery
  • 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)
  • Keyword Popularity – According to Google AdWords Keyword Tool
  • Keyword Popularity – According to Google AdWords Keyword Tool
  • Keyword Popularity – According to Google Trends
  • Keyword Popularity – According to Google Suggest
  • 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)
  • 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
  • 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”
  • My daughter, SEO-in-training. She makes $1000 / month passive income SEO – Easy Enough a Child Could Do It!
  • Part 2: Seven Steps to High Rankings
  • 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
  • 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
  • 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
  • Results in “Supplemental Hell”
  • 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
  • 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
  • Pretty good title
  • Not so good title – where’s the phrase “credit card”?
  • Good link text and body copy
  • Good link text and body copy
  • No link text or body copy
  • No link text or body copy
  • Take a peek under the hood
  • The “meta tags”
  • Unnecessarily bloated HTML
  • 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™
  • Google’s Toolbar – with handy PageRank Meter
  • Google Directory – listings are organized by PageRank
  • Conduct any Google query and get results organized by PageRank
  • 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”
  • 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/
  • Duplicate pages
  • Googlebot got caught in a “spider trap”
  • Search engine spiders turn their noses up at such URLs
  • Thus, important content doesn’t make it into the search engine indices
  • 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
  • Where do searchers look? (Enquiro, Did-it, Eyetools Study)
  • Search listings – 1 good, 1 lousy
  • 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
  • Indexation tool – www.netconcepts.com/urlcheck
  •  
  • Link popularity tool – www.netconcepts.com/linkcheck
  •  
  • ROI – Sales by keyword
  • ROI – Sales by referrer
  • 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
  • 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
  • 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)
  • BMW.de hosted many “doorway pages” like this one
  • “ Sneaky redirect” sent searchers to this page
  • 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
  • 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”?
  • 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
  • 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
  •  
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  • 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
  • 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
  • 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