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Max Thomas  max@thunderseo.com  @ThunderMax  (800) 819-6894<br />SEO <br />Sunday, January 24, 2010<br />
Why Online Matters<br />
SEO – Why Ranking Matters?<br />Ranking = Traffic<br />Ranking for Target Keywords = Sales<br />Recent Site Example:<br />
SOM – Strategic Online Marketing<br />Think strategically.<br />Search and Social Media are separate channels, but they do...
SEO & Google<br />White vs Black Hat SEO<br />“A lot of people think Google hates SEO and nothing could be further from th...
Track – Track - Track<br />“We can’t manage what we don’t measure.”<br />Keyword Ranking Reports<br />SEO Stat’s (key indi...
Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Track – Keyword Ranking Report<br />Use Proxy Servers ...
Track – SEO Stat’s<br />GI = Google Indexed Content<br />YI = Yahoo! Indexed Content<br />Inb = Inbound Links<br />Int = I...
Track – Site Performance<br />Webmaster Tools – this is how Google “sees” your website. Very important to be aware of this...
Track – Site Traffic<br />Using Analytics, consider (at minimum):<br />Change in Visitors (month to month)<br />Traffic So...
Track – Conversion/Call Tracking<br />Conversions:<br />Use Analytics for sales & “form submits”<br />Call Tracking/Leads:...
Track – Conversion/Call Tracking<br />
What Impacts Rankings<br />SEO’s Three-Legged Stool:<br />
1. Content – Site Structure<br />Keyword Relevancy<br />Onpage Keyword Optimization (SEO Elements)<br />PageRank and Navig...
1. Content – Site Structure<br />A. Keyword Relevancy<br /><ul><li>Start with “Conversational Terms” – talk with customers...
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 experi...
1. Content – Site Structure<br />B. Onpage SEO/Keyword Optimization<br /><ul><li>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)
<h1> Header
Keyword placement close to top of page
Use of terms related to keyword in copy
Reference: SEOmoz Term Target Tool</li></li></ul><li>1. Content – Site Structure<br />C. PageRank and Navigation (Internal...
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.</li></li></ul><li>1. Content – Site Structure<br />...
1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>PageRank Sculpting – by Scott ...
This is our made-up page called “Page 0” with links to 35 pages: </li></ul>Reference: http://searchengineland.com/pagerank...
1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>PageRank Sculpting – by Scott ...
“Page 0” has 70 PR points to share. According to Matt Cutts, each of the 35 pages it links to receives two points of PageR...
1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>PageRank Sculpting – by Scott ...
“Page 0” has 70 PR points to share. According to Matt Cutts, each of the 35 pages it links to receives two points of PageR...
1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>Rel=nofollow
Google introduced rel=nofollow in 2005 so that NoFollowed links “won’t get any credit when we [Google] rank websites in ou...
This made it possible to shape (or “optimize”) the flow of PR through a site by using rel=nofollow on internal links that ...
What changed: About a year ago, Google started dividing PR across links on a page (regardless of rel=nofollow) thus undoin...
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Sandcamp SEO Presentation 1/24/10

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SEO presentation given on January 24, 2010, at the Drupal SandCamp conference in San Diego.

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Transcript of "Sandcamp SEO Presentation 1/24/10"

  1. 1. Max Thomas max@thunderseo.com @ThunderMax (800) 819-6894<br />SEO <br />Sunday, January 24, 2010<br />
  2. 2. Why Online Matters<br />
  3. 3. SEO – Why Ranking Matters?<br />Ranking = Traffic<br />Ranking for Target Keywords = Sales<br />Recent Site Example:<br />
  4. 4. SOM – Strategic Online Marketing<br />Think strategically.<br />Search and Social Media are separate channels, but they do overlap.<br />SEO is not Online Marketing – that’s short sighted.<br />Look at your market – sometimes Search is better than social, sometimes email, etc.<br />Be on lookout for new media, like Mobile.<br />SEO = turtle (steady, slow, wins in the end)<br />Social = hare (fast, fun, unpredictable)<br />
  5. 5. SEO & Google<br />White vs Black Hat SEO<br />“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<br />
  6. 6. Track – Track - Track<br />“We can’t manage what we don’t measure.”<br />Keyword Ranking Reports<br />SEO Stat’s (key indicators)<br />Webmaster Tools, site performance, etc.<br />Site Traffic (Analytics)<br />Call Tracking (Dynamic Call Tracking)<br />Conversions/Sales (Forms & Purchases)<br />Frequency:<br />Daily: Conversions & Call Tracking<br />Weekly/Bi-Weekly: Keyword Ranking, Site Traffic<br />Monthly: SEO Stat’s, Site Performance<br />
  7. 7. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894<br />Track – Keyword Ranking Report<br />Use Proxy Servers Rotate to prevent Google from serving “personalized” search results, or identifying KW software.Example here fromwww.AdvancedWebRanking.com<br />
  8. 8. Track – SEO Stat’s<br />GI = Google Indexed Content<br />YI = Yahoo! Indexed Content<br />Inb = Inbound Links<br />Int = Internal Links<br />PR = PageRank<br />Alexa = Site Traffic Comparison<br />Age = Age Domain Registered<br />mR = URL Rank (SEOmoz)<br />mT = URL Trust (SEOmoz)<br />DmR = Domain Rank (SEOmoz)<br />DmT = Domain Trust (SEOmoz)<br />
  9. 9. Track – Site Performance<br />Webmaster Tools – this is how Google “sees” your website. Very important to be aware of this.<br />Reference Webmaster Tools for:<br />Crawl Errors (404 errors)<br />Crawl Stats (how frequently G bots crawl)<br />Site Performance (see Resources regarding PageSpeed)<br />http://code.google.com/speed/page-speed/<br /> webpagetest.org<br />
  10. 10. Track – Site Traffic<br />Using Analytics, consider (at minimum):<br />Change in Visitors (month to month)<br />Traffic Sources<br />Organic Keywords<br />
  11. 11. Track – Conversion/Call Tracking<br />Conversions:<br />Use Analytics for sales & “form submits”<br />Call Tracking/Leads:<br />Dynamic call tracking enables tracking by source<br />See VoiceStar example<br />
  12. 12. Track – Conversion/Call Tracking<br />
  13. 13. What Impacts Rankings<br />SEO’s Three-Legged Stool:<br />
  14. 14. 1. Content – Site Structure<br />Keyword Relevancy<br />Onpage Keyword Optimization (SEO Elements)<br />PageRank and Navigation<br />
  15. 15. 1. Content – Site Structure<br />A. Keyword Relevancy<br /><ul><li>Start with “Conversational Terms” – talk with customers to learn what they search for.
  16. 16. Research Keywords - research keywords and historical searches using Google’s Keyword Tool and Wonder Wheel .
  17. 17. 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.</li></li></ul><li>1. Content – Site Structure<br />A. Keyword Relevancy – Keyword Map Example<br />
  18. 18. 1. Content – Site Structure<br />B. Onpage SEO/Keyword Optimization<br /><ul><li>Organize/Optimize page for target keyword(s)
  19. 19. Don’t try to rank homepage for multiple terms; target keyword-specific pages (the sub-pages)
  20. 20. Key Elements for Onpage Keyword Optimization:
  21. 21. URL
  22. 22. Title Tag
  23. 23. Description Tag (for user, not for SEO)
  24. 24. <h1> Header
  25. 25. Keyword placement close to top of page
  26. 26. Use of terms related to keyword in copy
  27. 27. Reference: SEOmoz Term Target Tool</li></li></ul><li>1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>PageRank Primer
  28. 28. Google’s quantitative measure of a site’s “Authority”
  29. 29. PR’s influence has wavered over time; Cutts now “says” it’s important
  30. 30. Highly relevant and quality inbound links are primary determinant of PR; links help determine a site’s Authority.
  31. 31. Site Goal: Maximize the flow of PR throughout site to important pages.</li></li></ul><li>1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>PageRank Sculpting – by Scott Smigler</li></ul>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.<br />Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120<br />
  32. 32. 1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>PageRank Sculpting – by Scott Smigler
  33. 33. This is our made-up page called “Page 0” with links to 35 pages: </li></ul>Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120<br />
  34. 34. 1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>PageRank Sculpting – by Scott Smigler
  35. 35. “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. : </li></ul>Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120<br />
  36. 36. 1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>PageRank Sculpting – by Scott Smigler
  37. 37. “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. : </li></ul>Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120<br />
  38. 38. 1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>Rel=nofollow
  39. 39. Google introduced rel=nofollow in 2005 so that NoFollowed links “won’t get any credit when we [Google] rank websites in our search results.”
  40. 40. 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
  41. 41. 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”.</li></li></ul><li>1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>PageRank Sculpting – by Scott Smigler
  42. 42. Prioritize pages by User Experience and SEO impact: </li></ul>Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120<br />
  43. 43. 1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>PageRank Sculpting – by Scott Smigler
  44. 44. Revised “Page 0” with links to 10 primary pages: </li></ul>Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120<br />Previous “Page 0”<br />
  45. 45. 1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>PageRank Sculpting – by Scott Smigler
  46. 46. Revised “Page 0” PageRank points allocation now shared 7 points with each page, versus 2 points previously: </li></ul>Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120<br />
  47. 47. 1. Content – Site Structure<br />C. PageRank and Navigation (Internal Linking)<br /><ul><li>Techniques to Reduce Number of Pages HP Links to
  48. 48. 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.
  49. 49. Remove Low SEO Pages – remove pages from primary navigation that have low value for users and SEO; move them to the blog.
  50. 50. Drupal Modules & Tools –
  51. 51. -------------
  52. 52. -------------</li></li></ul><li>1. Content – Creating<br /><ul><li>Blog
  53. 53. Video
  54. 54. Feeds (RSS, Twitter, Blog Updates, etc.)
  55. 55. “Organic Content” What content can be created by organic process of doing business?
  56. 56. Ecommerce easy example – new products daily
  57. 57. See if content hosted on 3rd party sites can be brought into the primary domain (not via frames)
  58. 58. Sign-up Forms – keep them on domain</li></li></ul><li>2. Freshness <br /><ul><li>New Content (Frequency)
  59. 59. The more frequently site is updated, the more frequently Google crawls, updates index and changes rankings.
  60. 60. How often should I add new content?
  61. 61. As often as possible; depends on ranking goal; local map listings – weekly okay; regional/national organic listings – daily.
  62. 62. Blogging
  63. 63. Easy and effective way to add content
  64. 64. Blog posts are crawled and indexed quickly by Google
  65. 65. Fast and easy way to add internal links
  66. 66. Expensive because of human involvement – original, non-duplicate content</li></li></ul><li>3. Inbound Links<br /><ul><li>PageRank
  67. 67. Quality Over Quantity
  68. 68. Edu/gov myth
  69. 69. Reciprocal links
  70. 70. Viral links
  71. 71. Tools</li></li></ul><li>3. Inbound Links – Sample Methods<br /><ul><li> Manual Link Submissions/Requests
  72. 72. Competitive Link Research/Acquisition
  73. 73. Links via Embedded Content (Widget, Badges, etc.)
  74. 74. Linkbait& Viral Campaigns
  75. 75. Content, Technology & API Licensing
  76. 76. Paid Links (Typically poor quality)</li></li></ul><li>3. Inbound Links – SEO Tools<br /><ul><li>SEOmoz.com
  77. 77. Linkscape and others
  78. 78. OpenSiteExplorer.com
  79. 79. SiteExplorer.Search.Yahoo.com
  80. 80. Google Webmaster Tools
  81. 81. Goolge Search/Experimental
  82. 82. Social search (google.com/experimental)
  83. 83. Wonder Wheel</li></li></ul><li>3. Internal Links<br />Guidelines for Building Internal Links for Ranking:<br /><ul><li>Use target keyword for anchor text
  84. 84. Consistency is key
  85. 85. Target same words as for inbound links
  86. 86. Setup internal tracking – Internal Linking Map (see Keyword Map example)
  87. 87. Show Sitbetter example</li></li></ul><li>3. Internal Links<br />Internal Linking Map (ILM)<br /><ul><li>Confirm target keyword correlates with onpage and code optimized terms.
  88. 88. Use ILM for all internal links (including navigation)
  89. 89. First link on page to any URL is the only one that Google counts.</li></li></ul><li>3. Internal Links – Example<br />Blogging Example for Online Retail Site<br /><ul><li>Site posts blog “product review” – including target keyword in post title (and blog url) and product name
  90. 90. Here, target keyword = office chair
  91. 91. Reviewurl = http://www.sitbetter.com/blog/2009/06/22/office-chair-preview-the-ray-leather-office-chair/</li></li></ul><li>3. Internal Links – Example<br />Blogging Example for Online Retail Site<br /><ul><li>Google SERP after 2-3 days for “ray leather office chair”</li></ul>Blog Review URL<br />
  92. 92. 3. Internal Links – Example<br />Blogging Example for Online Retail Site<br /><ul><li>Google SERP after 3-4 days</li></ul>Product URL<br />Blog Review URL<br />
  93. 93. 4. Site Speed<br /><ul><li>Go Drupal!
  94. 94. Caffeine / Google –What is it?
  95. 95. Update to how Google indexes urls and displays them in search.
  96. 96. Google PageSpeed Tool
  97. 97. Other Google Webmaster Tools
  98. 98. Code.google.com/closure
  99. 99. Compiler – make javascript compact
  100. 100. Library – for code
  101. 101. Google Web ToolKit – easy to write code</li></li></ul><li>CRO – Conversion Rate Optimization<br /><ul><li>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.
  102. 102. Resources/links:
  103. 103. Conversion Optimization - http://www.seerinteractive.com/conversion-maximization/
  104. 104. 11 Conversion Rate Optimization Lessons Learned 2009 http://www.seomoz.org/blog/11-conversion-lessons-learned-2009</li></li></ul><li>SEO Resources<br /><ul><li>Google Webmaster Tools
  105. 105. GoogleWebmasterHelp’s Channel on YouTube
  106. 106. Matt Cutts – posts and videos
  107. 107. SEOmoz – blog and tools
  108. 108. SearchEngineLand
  109. 109. Local Search – David Mihm
  110. 110. Local Search/Technical – Mike Blumenthal
  111. 111. SEO/Technical – Stephan Spencer</li></li></ul><li>Thank You!<br />To Contact Max or Ask Questions:<br /><ul><li>max@thunderseo.com
  112. 112. #ThunderMax</li></ul>- or –<br /><ul><li>#ThunderSEO</li>
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