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SEO presentation by Max Thomas of Thunder SEO given at Drupal SandCamp San Diego on Sunday, January 24, 2010.

SEO presentation by Max Thomas of Thunder SEO given at Drupal SandCamp San Diego on Sunday, January 24, 2010.

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    Drupal SandCamp San Diego - Thunder SEO Presentation Drupal SandCamp San Diego - Thunder SEO Presentation Presentation Transcript

    • Max Thomas max@thunderseo.com @ThunderMax (800) 819-6894
      SEO
      Sunday, January 24, 2010
    • Why Online Matters
    • SEO – Why Ranking Matters?
      Ranking = Traffic
      Ranking for Target Keywords = Sales
      Recent Site Example:
    • SOM – Strategic Online Marketing
      Think strategically.
      Search and Social Media are separate channels, but they do overlap.
      SEO is not Online Marketing – that’s short sighted.
      Look at your market – sometimes Search is better than social, sometimes email, etc.
      Be on lookout for new media, like Mobile.
      SEO = turtle (steady, slow, wins in the end)
      Social = hare (fast, fun, unpredictable)
    • SEO & Google
      White vs Black Hat SEO
      “A lot of people think Google hates SEO and nothing could be further from the truth. SEO when done well and done in a white hat way, can make your site more crawlable, more accessible and help users find useful content on your site.”Matt CuttsSee State of the Index 2009 on GoogleWebmasterHelpYoutube.com
    • Track – Track - Track
      “We can’t manage what we don’t measure.”
      Keyword Ranking Reports
      SEO Stat’s (key indicators)
      Webmaster Tools, site performance, etc.
      Site Traffic (Analytics)
      Call Tracking (Dynamic Call Tracking)
      Conversions/Sales (Forms & Purchases)
      Frequency:
      Daily: Conversions & Call Tracking
      Weekly/Bi-Weekly: Keyword Ranking, Site Traffic
      Monthly: SEO Stat’s, Site Performance
    • Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894
      Track – Keyword Ranking Report
      Use Proxy Servers Rotate to prevent Google from serving “personalized” search results, or identifying KW software.Example here fromwww.AdvancedWebRanking.com
    • Track – SEO Stat’s
      GI = Google Indexed Content
      YI = Yahoo! Indexed Content
      Inb = Inbound Links
      Int = Internal Links
      PR = PageRank
      Alexa = Site Traffic Comparison
      Age = Age Domain Registered
      mR = URL Rank (SEOmoz)
      mT = URL Trust (SEOmoz)
      DmR = Domain Rank (SEOmoz)
      DmT = Domain Trust (SEOmoz)
    • Track – Site Performance
      Webmaster Tools – this is how Google “sees” your website. Very important to be aware of this.
      Reference Webmaster Tools for:
      Crawl Errors (404 errors)
      Crawl Stats (how frequently G bots crawl)
      Site Performance (see Resources regarding PageSpeed)
      http://code.google.com/speed/page-speed/
      webpagetest.org
    • Track – Site Traffic
      Using Analytics, consider (at minimum):
      Change in Visitors (month to month)
      Traffic Sources
      Organic Keywords
    • Track – Conversion/Call Tracking
      Conversions:
      Use Analytics for sales & “form submits”
      Call Tracking/Leads:
      Dynamic call tracking enables tracking by source
      See VoiceStar example
    • Track – Conversion/Call Tracking
    • What Impacts Rankings
      SEO’s Three-Legged Stool:
    • 1. Content – Site Structure
      Keyword Relevancy
      Onpage Keyword Optimization (SEO Elements)
      PageRank and Navigation
    • 1. Content – Site Structure
      A. Keyword Relevancy
      • Start with “Conversational Terms” – talk with customers to learn what they search for.
      • Research Keywords - research keywords and historical searches using Google’s Keyword Tool and Wonder Wheel .
      • Create Keyword Map – prioritize terms in order of importance (e.g., “conversions”), group terms by “theme” (or user experience), then merge with site’s navigation.
    • 1. Content – Site Structure
      A. Keyword Relevancy – Keyword Map Example
    • 1. Content – Site Structure
      B. Onpage SEO/Keyword Optimization
      • Organize/Optimize page for target keyword(s)
      • Don’t try to rank homepage for multiple terms; target keyword-specific pages (the sub-pages)
      • Key Elements for Onpage Keyword Optimization:
      • URL
      • Title Tag
      • Description Tag (for user, not for SEO)
      • Header

      • Keyword placement close to top of page
      • Use of terms related to keyword in copy
      • Reference: SEOmoz Term Target Tool
    • 1. Content – Site Structure
      C. PageRank and Navigation (Internal Linking)
      • PageRank Primer
      • Google’s quantitative measure of a site’s “Authority”
      • PR’s influence has wavered over time; Cutts now “says” it’s important
      • Highly relevant and quality inbound links are primary determinant of PR; links help determine a site’s Authority.
      • Site Goal: Maximize the flow of PR throughout site to important pages.
    • 1. Content – Site Structure
      C. PageRank and Navigation (Internal Linking)
      • PageRank Sculpting – by Scott Smigler
      PageRank sculpting is the application of rules regarding the quantity, prioritization and relevance of links on pages throughout a site to efficiently distribute PageRank. For example, suppose a page on my site has 100 PageRank “points” to pass on to the pages that it links to. I will want to be strategic about how those points are distributed rather than squander them indiscriminately.
      Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
    • 1. Content – Site Structure
      C. PageRank and Navigation (Internal Linking)
      • PageRank Sculpting – by Scott Smigler
      • This is our made-up page called “Page 0” with links to 35 pages:
      Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
    • 1. Content – Site Structure
      C. PageRank and Navigation (Internal Linking)
      • PageRank Sculpting – by Scott Smigler
      • “Page 0” has 70 PR points to share. According to Matt Cutts, each of the 35 pages it links to receives two points of PageRank. :
      Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
    • 1. Content – Site Structure
      C. PageRank and Navigation (Internal Linking)
      • PageRank Sculpting – by Scott Smigler
      • “Page 0” has 70 PR points to share. According to Matt Cutts, each of the 35 pages it links to receives two points of PageRank. :
      Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
    • 1. Content – Site Structure
      C. PageRank and Navigation (Internal Linking)
      • Rel=nofollow
      • Google introduced rel=nofollow in 2005 so that NoFollowed links “won’t get any credit when we [Google] rank websites in our search results.”
      • This made it possible to shape (or “optimize”) the flow of PR through a site by using rel=nofollow on internal links that are secondary. Result: PR would be divided only across dofollow links
      • What changed: About a year ago, Google started dividing PR across links on a page (regardless of rel=nofollow) thus undoing SEO’s “PR Shaping”.
    • 1. Content – Site Structure
      C. PageRank and Navigation (Internal Linking)
      • PageRank Sculpting – by Scott Smigler
      • Prioritize pages by User Experience and SEO impact:
      Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
    • 1. Content – Site Structure
      C. PageRank and Navigation (Internal Linking)
      • PageRank Sculpting – by Scott Smigler
      • Revised “Page 0” with links to 10 primary pages:
      Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
      Previous “Page 0”
    • 1. Content – Site Structure
      C. PageRank and Navigation (Internal Linking)
      • PageRank Sculpting – by Scott Smigler
      • Revised “Page 0” PageRank points allocation now shared 7 points with each page, versus 2 points previously:
      Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
    • 1. Content – Site Structure
      C. PageRank and Navigation (Internal Linking)
      • Techniques to Reduce Number of Pages HP Links to
      • Reorganize Links – there may be links from homepage to low-value sub-pages that can be consolidated under a high-value page; link from homepage to primary page, include links to low-value pages on primary page.
      • Remove Low SEO Pages – remove pages from primary navigation that have low value for users and SEO; move them to the blog.
      • Drupal Modules & Tools –
      • -------------
      • -------------
    • 1. Content – Creating
      • Blog
      • Video
      • Feeds (RSS, Twitter, Blog Updates, etc.)
      • “Organic Content” What content can be created by organic process of doing business?
      • Ecommerce easy example – new products daily
      • See if content hosted on 3rd party sites can be brought into the primary domain (not via frames)
      • Sign-up Forms – keep them on domain
    • 2. Freshness
      • New Content (Frequency)
      • The more frequently site is updated, the more frequently Google crawls, updates index and changes rankings.
      • How often should I add new content?
      • As often as possible; depends on ranking goal; local map listings – weekly okay; regional/national organic listings – daily.
      • Blogging
      • Easy and effective way to add content
      • Blog posts are crawled and indexed quickly by Google
      • Fast and easy way to add internal links
      • Expensive because of human involvement – original, non-duplicate content
    • 3. Inbound Links
      • PageRank
      • Quality Over Quantity
      • Edu/gov myth
      • Reciprocal links
      • Viral links
      • Tools
    • 3. Inbound Links – Sample Methods
      • Manual Link Submissions/Requests
      • Competitive Link Research/Acquisition
      • Links via Embedded Content (Widget, Badges, etc.)
      • Linkbait& Viral Campaigns
      • Content, Technology & API Licensing
      • Paid Links (Typically poor quality)
    • 3. Inbound Links – SEO Tools
      • SEOmoz.com
      • Linkscape and others
      • OpenSiteExplorer.com
      • SiteExplorer.Search.Yahoo.com
      • Google Webmaster Tools
      • Goolge Search/Experimental
      • Social search (google.com/experimental)
      • Wonder Wheel
    • 3. Internal Links
      Guidelines for Building Internal Links for Ranking:
      • Use target keyword for anchor text
      • Consistency is key
      • Target same words as for inbound links
      • Setup internal tracking – Internal Linking Map (see Keyword Map example)
      • Show Sitbetter example
    • 3. Internal Links
      Internal Linking Map (ILM)
      • Confirm target keyword correlates with onpage and code optimized terms.
      • Use ILM for all internal links (including navigation)
      • First link on page to any URL is the only one that Google counts.
    • 3. Internal Links – Example
      Blogging Example for Online Retail Site
      • Site posts blog “product review” – including target keyword in post title (and blog url) and product name
      • Here, target keyword = office chair
      • Reviewurl = http://www.sitbetter.com/blog/2009/06/22/office-chair-preview-the-ray-leather-office-chair/
    • 3. Internal Links – Example
      Blogging Example for Online Retail Site
      • Google SERP after 2-3 days for “ray leather office chair”
      Blog Review URL
    • 3. Internal Links – Example
      Blogging Example for Online Retail Site
      • Google SERP after 3-4 days
      Product URL
      Blog Review URL
    • 4. Site Speed
      • Go Drupal!
      • Caffeine / Google –What is it?
      • Update to how Google indexes urls and displays them in search.
      • Google PageSpeed Tool
      • Other Google Webmaster Tools
      • Code.google.com/closure
      • Compiler – make javascript compact
      • Library – for code
      • Google Web ToolKit – easy to write code
    • CRO – Conversion Rate Optimization
      • It’s not only about the traffic – what happens when they get to the site? Sometimes the best strategy is to rethink onpage factors to increase conversions from existing traffic.
      • Resources/links:
      • Conversion Optimization - http://www.seerinteractive.com/conversion-maximization/
      • 11 Conversion Rate Optimization Lessons Learned 2009 http://www.seomoz.org/blog/11-conversion-lessons-learned-2009
    • SEO Resources
      • Google Webmaster Tools
      • GoogleWebmasterHelp’s Channel on YouTube
      • Matt Cutts – posts and videos
      • SEOmoz – blog and tools
      • SearchEngineLand
      • Local Search – David Mihm
      • Local Search/Technical – Mike Blumenthal
      • SEO/Technical – Stephan Spencer
    • Thank You!
      To Contact Max or Ask Questions:
      • max@thunderseo.com
      • #ThunderMax
      - or –
      • #ThunderSEO