Seo 2010
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Seo 2010 Seo 2010 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)
    • <h1> 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