2010 10-09 seo the secret sauce (svcc-2010)
Upcoming SlideShare
Loading in...5
×
 

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

on

  • 1,447 views

 

Statistics

Views

Total Views
1,447
Views on SlideShare
1,444
Embed Views
3

Actions

Likes
0
Downloads
6
Comments
0

1 Embed 3

http://www.mpaolini.com 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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.