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

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  • Transcript

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

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