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

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

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