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:
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:
Improve Google 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.