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2010 10-09 seo the secret sauce (svcc-2010)
 

2010 10-09 seo the secret sauce (svcc-2010)

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    2010 10-09 seo the secret sauce (svcc-2010) 2010 10-09 seo the secret sauce (svcc-2010) Presentation Transcript

    • SEO the secret sauce
      Applied Search Engine Optimization
      Presented by Massimo Paolini
      MPThree Consulting Inc.
      www.mpaolini.com
      408-256-0673
    • What we will cover
      Definition
      Two Audiences
      Architecture (or a plan)
      Would you like to know who the audiences are?
    • Definition
      Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.
    • Google’s technology is based on keywords that you type. Instantly giving you results.
    • SEO
      SEO is very time consuming, there are no shortcuts. Time = Money
    • SEO
      A word once on a page is a word on a page
      A word twice is a mention
      A word three times is a keyword
    • Recency and Relevance
      The search engines want to give you the customer the most recent and relevant content in their index related to your “keyword”
      Recent is easy. If we both publish an article on the same subject but 2 minutes apart, if mine was the later one mine will be on top
      Relevance is more complex.It’s a combination of votes in the form of links to your content, of keywords included in the content and other factors.
    • Two audiences
      Human
      The most important
      Pays the bills
      More complex
      Spots fakes
      Pays the bills
      Machine
      Constantly changing
      Very predictable
      Very important
    • Architecture
      A foreword about architecture.
      Ideally you would build your site from the ground up with SEO in mind.
      Most of us don’t making the work harder and more expensive later.
      Each main page has ONE keyword and stands on its own.
      Each is supported by multiple pages/posts supporting the primary keyword.
      Just like pillars supporting a structure, you need pages supporting each other.
      More later with internal linking.
      Blog
      Home
      About
      Service
    • What we covered
      Definition
      Two Audiences
      Architecture
      Next
      Practical research – Google Search Engine
      How to use Google’s Search Engine to start your research.
    • The tools – Suggestion box
      Use Google’s own search engine:
      • Suggestion box
      Is a powerful tool to help you understand what other people search for.
      For the following slides we’ll use Search Engine Optimization as the example
    • The Tools – Wonder Wheel
      This is for both the human & machine
      More tools are hidden from the default view on the SERP:
      Note: This is only available with “Instant turned off”
      Click “Search tools”
      Click “Wonder Wheel”
    • The Tools – Wonder Wheel
      This is for both the human and machine
      This shows relationships between keywords.
      Filter the results with common sense:
      • SEO Tools doesn’t work since I don’t have tools
      • SEO Forum is for conversation, no
      • Meta tags, no
      • SEO tips, no
      • SEO pricing, no
      • Google SEO – YES
      • SEO Tutorial, no
      • SEO software, no
      THIS IS NOT A SCIENCE!
    • The Tools – Wonder Wheel
      • Google Webmaster, no
      • Google Adwords, no
      • Google SEO tips, no
      • Google SE submission, maybe
      • Google SE, maybe
      • Google Meta tags, no
      • Google Sitemap, no
      • Google rankings, maybe
      Start a list.
    • The Tools – Wonder Wheel
      From the previous items and this one we have:
      • Google SEO
      • Google Rankings
      • Improve Google Rankings
      • Website Rankings
      • SE Rankings
    • Definition
      Two Audiences
      Architecture
      Practical research – Google Search Engine
      Next:Use Google’s tools – Insight for search
    • The Tools – Google Insights for Search
      Google for Advertisers is a great site, lots of good tools.
      We will work in the “Insights” area
      http://services.google.com/advertisers/us/
    • The Tools – Google Insights for Search
    • The Tools – Google Insights for Search
      This is a very powerful tool.
      Start by simply typing your search.
      You will need to do this for every keyword on your list
    • The Tools – Google Insights for Search
      If a search returns:
      “Not enough search volume to show graphs.”
      You are possibly looking at a long tail keyword.
    • A little detour
    • Keywords and the long tail
    • Architecture
      Remember the columns?
      Long tail keywords are important for support
    • The Tools – Google Insights for Search
      I went to a higher level keyword and got some results.
      The graph is NOT trending down showing the trend is steady
      The graphs DO NOT represent the volume but the trend ONLY
    • The Tools – Google Insights for Search
      Geography is important if you are a local business and must do business locally or if you need to localize your software
      Web Analytics
      SEO
    • The Tools – Google Insights for Search
      Now the main course
      Continue building your list.
      Then click through to the next one and repeat
      This research should take 2-3 hours minimum
      Web Analytics
      SEO
    • Repeat for every keyword you have
    • Definition
      Two Audiences
      Architecture
      Practical research – Google Search Engine
      Insight for search
      Next:Use Google’s tools –Keyword Tool
    • The Tools – Google Keyword Tool
      Take the list from the keyword tool and insert it into the Google keyword tool.
    • The Tools – Google Keyword Tool
      Look at the traffic and competition for each and the suggestions.
      Use the local numbers, unless you work globally.
      Make sure you’re using broad match
    • The Tools – Google Keyword Tool
      Export the data for all the keywords and concatenate into one spreadsheet
      Sort by estimated CPC
      Use de-duplication tool in Excel
      Apply common sense again
    • Definition
      Two Audiences
      Architecture
      Practical research – Google Search Engine
      Insight for search
      Keyword Tool
      Next:Competitive analysis
    • The Tools – Google Keyword Tool
      Click on the top keywords and note who the competition is.
    • The Tools – Plugins for Firefox & Chrome
      Use a tool to ascertain what their PR is and what they are using for Title, Description, KW, and density.
    • The Tools – Plugins for Firefox & Chrome
      Here we are looking at their Meta Data and the Keyword Density
    • The Tools – Google Keyword Tool
      From the Google Search copy the top competition into the Website field of the tool
      Google will dutifully give you a list of more keywords that are on that page.
      Check them against your list
    • The Tools – Google Keyword Tool
      Add to your growing list if it meats the right criteria and strike if not (unless it’s along tail and can fit on the pillar)
      Now repeat the process for all the items on your list
    • The Tools – audience Intelligence
      Use the MS tools to determine probability of conversion
      http://adlab.microsoft.com/Online-Commercial-Intention/Default.aspx
    • Keyword list and site
      Take the list, with the audience intelligence added and your site’s architecture and create the columns we talked about.
      ONE keyword per page.
      You will need a lot of pages.
    • Definition
      Two Audiences
      Architecture
      The keyword list
      Practical research – Google Search Engine
      Insight for search
      Keyword Tool
      Competitive analysis
      Next:Optimize your site
    • Human and machine SEO
      Two items for the SERP
      Title
      Description
      Images
      Content
      URL
      H1
      KW 3 times
      Alt tags
      Clean code
      Optimized page
      Human
      Machine
    • The Human factor
      The SERP is changing a lot.
      You can control the title (blue link) and the description.
      If I typed web analytics in the search (the keywords) I will want to see that KW on the title and in the description.
    • The Human factor – Title & Description
      In the Title field KW first, description, brand
      In the description you need to do the same thing and give the searcher a compelling reason to click through
    • Applying the results
      I use WordPress with Thesis because among other things it gives me a very granular control of the SEO fields.
    • How do I apply this?
      Create a document template with the following :
      Keyword
      Title Tag
      Description
      URL
      H1
      Fills these before you start typing, having those items will take care of all the other mechanics you need.
    • Definition
      Two Audiences
      Architecture
      The keyword list
      Optimize your site
      Practical research – Google Search Engine
      Insight for search
      Keyword Tool
      Competitive analysis
      Next:mini-nets & other tools
    • Mini-Net
      Make your site the center of the universe and create an interlinked network of sites and pages all pointing to your site as the authority.
      DO NOT buy links.
    • Tools
      Plenty of tools for SEO, all equally good.
      SEOmoz
      WEB CEO
      HubSpot
      SEO Chat
      SEO Tools
      and many more.
      ULTIMATELY content is KING!
    • I will be emailing this presentation to anyone who leaves me a business card.