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Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
Stephan Spencer - SEMPO Atlanta.  October 1, 2010.  Topic: Advanced SEO
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Stephan Spencer - SEMPO Atlanta. October 1, 2010. Topic: Advanced SEO

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Stephan Spencer - SEMPO Atlanta. October 1, 2010. Topic: Advanced SEO.

Stephan Spencer - SEMPO Atlanta. October 1, 2010. Topic: Advanced SEO.

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  • Stephan gave a great presentation! If you'd like to read my writeup (and put narrative to his slides), it's here: http://www.searchadvisory.net/advanced-seo-mind-blowing-advice/ (note that I changed the order of some of his topics around to group them into categories).
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  • Application Development with SQL Server 2005 and Visual Studio 2005
  • Transcript

    • 1. Advanced SEO: An Assortment of Tools, Tips & Tactics Stephan Spencer Founder, Netconcepts; Co-Author, Art of SEO
    • 2. Who Am I? <ul><li>Co-author of The Art of SEO </li></ul><ul><li>Founded Netconcepts LLC in Madison WI in 1995. Sold it to Covario in 2010. Founded Netconcepts Ltd in Auckland in 1999. </li></ul><ul><li>Lived in New Zealand for 8 yrs, returned to US in 2007. </li></ul><ul><li>Invented GravityStream, a pay-for-performance SEO technology (now Covario’s Organic Search Optimizer) </li></ul>© 2009 Stephan M Spencer Netconcepts www.netconcepts.com [email_address]
    • 3.
    • 4. A Blog is an Asset My daughter, blogger & SEO. $5 - $30 / day passive income. Started when she was 14. SEO: So simple even a child can do it!
    • 5. Making Assumptions about Customer Vocabulary? <ul><li>Your customer doesn’t use industry-speak </li></ul><ul><li>Just because it makes intuitive sense doesn’t mean it’s right </li></ul><ul><li>Example: home loan vs. mortgage </li></ul><ul><li>Example: kitchen electrics </li></ul><ul><li>Example: digital camera(s) </li></ul><ul><li>Example: hoodie vs hooded sweatshirt </li></ul>
    • 6. Soovle.com
    • 7. Soovle.com
    • 8. Soovle.com
    • 9. Soovle.com
    • 10. Keyword Brainstorming <ul><li>Keyword brainstorming should be integral to your content planning. Think laterally! </li></ul><ul><li>Example: Neopets </li></ul><ul><li>Example: baby furniture manufacturer </li></ul><ul><li>Soovle – autocompletes simultaneously from from Google, Bing, Yahoo, YouTube, Wikipedia, Amazon, Answers.com </li></ul>
    • 11. Soovle.com
    • 12. Soovle.com
    • 13. Soovle.com
    • 14. Soovle.com
    • 15. Soovle.com
    • 16. Soovle.com
    • 17.  
    • 18. Use the Tools Properly <ul><li>Log in (to Google Trends, Google AdWords Keyword Tool, etc.) </li></ul><ul><li>Log out (when searching) – turn off personalization </li></ul><ul><li>Broad matching is the default in AdWords Keyword Tool </li></ul><ul><li>Run the right Google queries </li></ul><ul><ul><li>Estimated results w/o including omitted results </li></ul></ul><ul><ul><li>Use “” or intitle: operator </li></ul></ul><ul><ul><ul><li>white noise vs. “white noise” vs. intitle:“white noise” </li></ul></ul></ul>
    • 19.  
    • 20.  
    • 21.  
    • 22.  
    • 23. Don’t Cannibalize Organic w/ Paid <ul><li>The so-called “synergy” of paid search with organic search is often manifested instead as cannibalization </li></ul>
    • 24. http://searchengineland.com/organic-search-paid-search-are-they-synergistic-or-cannibalistic-36444
    • 25. SEO Should Drive Your Social Media Strategy <ul><li>It’s not a social media “strategy” if it isn’t driven by SEO needs </li></ul><ul><li>Write “link bait” and seed it into social media like Digg.com </li></ul><ul><li>“ Power users” on social media get a lot more mileage out of their submissions </li></ul>
    • 26. http://searchengineland.com/the-social-media-underground-22030
    • 27.  
    • 28.  
    • 29.  
    • 30.  
    • 31.  
    • 32. Watch Out for Duplicate Content <ul><li>Multiple URLs leading to the same piece of content </li></ul><ul><li>Duplicate content triggers Google’s “duplicate content filter” – all but one gets filtered out </li></ul><ul><li>It also results in PageRank dilution </li></ul><ul><li>Technical reasons: </li></ul><ul><ul><li>Canonicalization (www.domain.com vs. domain.com) </li></ul></ul><ul><ul><li>Session IDs, tracking codes, superfluous parameters </li></ul></ul><ul><li>Indicators of (likely) duplicate content: duplicate title tags, duplicate meta description, duplicate page copy </li></ul>
    • 33. Canonical Tag Misfires <ul><li>Example #1: NorthernSafety.com </li></ul><ul><ul><li>Many thousands of non-canonical URLs of northernsafety.com are indexed, despite use of the canonical tag </li></ul></ul><ul><ul><li>For example, click on the listings on http://www.google.com/search?q=site:northernsafety.com/products/+inurl:protective-clothing and compare those URLs to what's listed as the canonical URL in the link tag in the HTML source of these pages </li></ul></ul><ul><ul><li>Canonical tags have been in place for many months </li></ul></ul><ul><ul><li>Why did it happen? Hint: it has to do with space characters </li></ul></ul><ul><li>Example #2: Wikipedia </li></ul><ul><ul><li>What’s the reason for this one? Hint: absolute vs. relative </li></ul></ul>
    • 34.
    • 35.
    • 36.
    • 37.
    • 38.
    • 39.
    • 40.
    • 41.
    • 42.
    • 43. XML Sitemaps <ul><li>An easy partial fix. Assists indexation of site. </li></ul><ul><li>Provides a canonicalization signal </li></ul><ul><li>Industry standards at: www.sitemaps.org </li></ul><ul><li>Google vertical specific sitemaps: news, video, mobile </li></ul><ul><li>Can obscure the true problems with your site </li></ul><ul><li>If using Sitemaps, use “autodiscovery” </li></ul><ul><li>Moving URLs around (e.g. redesign)? Submit all your old URLs, have 301 redirects to everything </li></ul>
    • 44. Robots.txt <ul><li>To bar crawlers from... </li></ul><ul><ul><li>non-public parts of your website </li></ul></ul><ul><ul><li>trying to index scripts, utilities, or other types of code </li></ul></ul><ul><ul><li>duplicate content, such as “print” versions of html pages </li></ul></ul><ul><li>For auto-discovery of XML Sitemaps </li></ul><ul><li>Syntax: </li></ul><ul><ul><li>User-agent: * </li></ul></ul><ul><ul><li>Disallow: /admin/ </li></ul></ul><ul><li>Read my primer on robots.txt: http://searchengineland.com/a-deeper-look-at-robotstxt-17573 </li></ul>
    • 45. Robots.txt <ul><li>Done wrong, can block bots from entire site </li></ul><ul><li>Too often implemented incorrectly, unfortunately </li></ul>Tip: This will block all bots from your entire site User-agent: * Disallow: / Are you sure that’s what you want?
    • 46. Rewrite Spider-Unfriendly URLs <ul><li>3 approaches: </li></ul><ul><ul><li>Use a “URL rewriting” server module / plugin – such as mod_rewrite for Apache, or ISAPI_Rewrite for IIS Server </li></ul></ul><ul><ul><li>Recode your scripts to extract variables out of the “path_info” part of the URL instead of the “query_string” </li></ul></ul><ul><ul><li>Or, if IT department involvement must be minimized, use a proxy server based solution (e.g. Covario’s Organic Search Optimizer) </li></ul></ul><ul><ul><li>With (1) and (2), replace all occurrences of your old URLs in links on your site with your new search-friendly URLs. 301 redirect the old to new URLs too, so no link juice is lost. </li></ul></ul>
    • 47. Eliminate the Low- (or No) Value Activities <ul><li>Meta keywords, anyone? </li></ul><ul><ul><li>Google never supported this worthless tag </li></ul></ul><ul><ul><li>http://googlewebmastercentral.blogspot.com/2009/09/google-does-not-use-keywords-meta-tag.html </li></ul></ul><ul><ul><li>Free info for your competitors </li></ul></ul><ul><li>Guaranteed there are items on your SEO to-do list that aren’t worth doing </li></ul><ul><li>Be outcome-focused, not activity-focused </li></ul>
    • 48.  
    • 49. URL Testing & Iterative Optimization <ul><li>URL affects searcher clickthrough rates </li></ul><ul><li>Short URLs get clicked on 2X long URLs (Source: MarketingSherpa, used with permission ) </li></ul>
    • 50. URL Testing & Iterative Optimization <ul><li>Further, long URLs appear to act as a deterrent to clicking, drawing attention away from its listing and instead directing it to the listing below it, which then gets clicked 2.5x more frequently. </li></ul><ul><ul><li>http://searchengineland.com/080515-084124.php </li></ul></ul><ul><li>Don’t be complacent with search-friendly URLs. Test and optimize. </li></ul><ul><li>Make iterative improvements to URLs, but don’t lose link juice to previous URLs. 301 previous URLs to latest. No chains of 301s. </li></ul>
    • 51. URL Testing & Iterative Optimization <ul><li>WordPress handles 301s automatically when renaming post slugs </li></ul><ul><li>Mass edit admin for URLs (post slugs) in WordPress – via the “SEO Title Tag” plugin (www.netconcepts.com/seo-title-tag-plugin) </li></ul>
    • 52.
    • 53. Tune Your Internal Linking Structure <ul><li>Make sure your most important pages (most profitable products etc.) are all linked to from your home page </li></ul><ul><li>Try to keep all pages no more than a couple of clicks away from an external link source </li></ul><ul><li>Move your important internal text links from blocks of &quot;SEO copy” at the bottom of the page or sidebar to more visible parts of the page. </li></ul><ul><ul><li>Think in terms of whether the link is likely to get clicked on by a typical surfer or not (i.e. Google's &quot;reasonable surfer&quot; patent). If it's not likely to get clicked on because of its placement, then it's probably getting discounted by Google </li></ul></ul>
    • 54. Run SEO Tests <ul><li>Vary only one thing at a time </li></ul><ul><li>With SEO, tests can’t be run in parallel </li></ul><ul><li>Try different synonyms, different verb tenses, different word order </li></ul><ul><li>Tighten the keyword focus of the title tag </li></ul><ul><li>H1 tags are no longer a strong signal. Don’t take my word for it, though. Test it for yourself. </li></ul><ul><li>Measure the success of tests based on multiple metrics - not just rankings. E.g. spidering activity, traffic, sales, page yield, keyword yield </li></ul>
    • 55. An Example Experiment <ul><li>Question: Is the site-wide home link that is full of keywords actually helping your home page rank higher in Google? </li></ul><ul><li>Hypothesis: It is not. </li></ul><ul><li>Run the test: Establish a baseline of rankings for the home page for the keywords in the anchor text. Then change that link to simply say &quot;Home&quot; and watch for the rankings impact. </li></ul><ul><li>Further confirmation: Then switch it back to the original keyword-rich link. Did it drop then rise again? </li></ul>
    • 56. SEO Metrics <ul><li>Page yield – % of unique pages yielding search engine-delivered traffic in a given month </li></ul><ul><li>Keyword yield – ratio of keywords to pages yielding search traffic </li></ul><ul><li>Brand-to-nonbrand ratio – % of search traffic coming from brand keywords vs. nonbrand keywords </li></ul><ul><li>Unique pages – non-duplicate pages crawled </li></ul>
    • 57. Sample KPIs Page Yield & Keyword Yield
    • 58. SEO Metrics <ul><li>Visitors per keyword – ratio of search engine delivered visitors to search terms </li></ul><ul><li>Index-to-crawl ratio – ratio of pages indexed to unique crawled pages </li></ul><ul><li>Engine yield – how much traffic the engine delivers for every page it crawls </li></ul>
    • 59. Score Your SEO <ul><li>On-page factors </li></ul><ul><ul><li>e.g. title tag, heading tags, anchor text, keyword prominence, meta description, etc. </li></ul></ul><ul><li>Off-page factors </li></ul><ul><ul><li>e.g. inbound links, trust, authority (harder to change quickly) </li></ul></ul><ul><li>Technologies: </li></ul><ul><ul><li>Enterprise level: Covario’s Organic Search Insight </li></ul></ul><ul><ul><li>Small business: HubSpot’s WebsiteGrader.com </li></ul></ul><ul><li>See http://searchengineland.com/the-science-of-scoring-your-seo-28769 </li></ul>
    • 60. Covario Organic Search Insight
    • 61. Real-Time Feedback <ul><li>No need to wait for crawling, indexing and re-ranking to see the likely impact of your content revisions/additions </li></ul><ul><li>Content analysis tools like Scribe, a WordPress plugin, that gives real-time feedback on the SEO of your content </li></ul><ul><li>Content analysis baked into enterprise-level tools like Compendium Blogware or Covario Organic Search Insight </li></ul>
    • 62. Scribe for WordPress
    • 63. Real-Time Feedback on Content Compendium Blogware: analyzes the blog post’s keyword strength on-the-fly
    • 64. Nonperforming Pages <ul><li>What percentage of your unique crawled pages aren’t driving traffic in a given month? </li></ul><ul><li>These are affectionately known as “freeloaders”! </li></ul><ul><li>This percentage is larger than you think </li></ul><ul><li>Target the most frequently crawled nonperforming pages. This is the “low-hanging fruit” </li></ul><ul><li>These pages are likely to have some good PageRank and changes will get picked up quickly. </li></ul><ul><li>If you can’t get them to perform after repeated attempts, consider dumping them from your site’s link graph (nofollow, noindex etc.) </li></ul>
    • 65. Non-performing pages report, sorted by crawler activity
    • 66. SEO Metrics <ul><li>Top converting/performing page 2 ranked pages </li></ul><ul><li>Top converting/performing keywords on one engine that are non-performing on another </li></ul><ul><li>Highest potential keywords you’re getting traffic for </li></ul><ul><li>Highest potential keywords you’re not getting traffic for, based on potential referrals, revenue, and ROI </li></ul>
    • 67. Don’t Buy into SEO Myths <ul><li>Myths are created inadvertently, unintentionally </li></ul><ul><ul><li>Easy to confuse correlation with causation </li></ul></ul><ul><li>Some myths are perpetuated by snake oil salesmen </li></ul><ul><ul><li>e.g. If some SEO consultant starts talking about how they’ll help you rank by optimizing your meta tags, turn and run! </li></ul></ul><ul><li>Bottom line: SEO is an experimental science </li></ul>
    • 68. Don’t Buy into SEO Myths <ul><li>Personalization means nobody’s #1 anymore </li></ul><ul><li>Meta tags will boost your rankings </li></ul><ul><li>Country sites are “duplicate content” </li></ul><ul><li>JavaScripted links will keep the spiders away </li></ul><ul><li>Googlebot doesn’t read CSS </li></ul><ul><li>You must update your home page daily </li></ul><ul><li>Linking out (such as to Google.com) helps rankings </li></ul><ul><li>SEO is a one-time activity </li></ul><ul><li>Using Flash will tank your SEO </li></ul><ul><li>SEO is free </li></ul><ul><li>Google penalizes for duplicate content </li></ul><ul><li>.edu links get extra weight </li></ul><ul><li>etc. </li></ul>
    • 69. http://searchengineland.com/36-seo-myths-that-wont-die-but-need-to-40076
    • 70. http://searchengineland.com/36-more-seo-myths-that-wont-die-but-need-to-41999
    • 71. http://searchengineland.com/seo-myths-reloaded-clarifcations-consensus-and-controversy-41816
    • 72. Let’s apply our knowledge to a real-world scenario...
    • 73. Here’s a super-important home page (PageRank 9)
    • 74. What’s up with the weak navigation?
    • 75. The lack of strong text-based navigation is a real missed opportunity
    • 76. Contrast this with the strong text nav on Yahoo’s home page
    • 77. Great that these are text links. Bad that these are uber-generic keywords.
    • 78. What’s the keyword focus?
    • 79. Google AdWords Keyword Tool https://adwords.google.com/select/KeywordToolExternal
    • 80. Sort by search volume and switch to exact match
    • 81. CTR: ~40% ~10% ~9% ~5%
    • 82. http://siteexplorer.search.yahoo.com
    • 83.  
    • 84.  
    • 85.  
    • 86. The SEO power of WordPress.com lies with their community. Let’s pick one of their blogs...
    • 87. Everything looks copasetic until you dig deeper...
    • 88. Duplicate content & canonicalization issues
    • 89. Uh oh. The redirect is a 302 instead of a 301, which doesn’t pass PageRank
    • 90. Now What? <ul><li>What can you do tomorrow that will improve your site’s SEO? Write down 3 things. Get ‘em done! </li></ul><ul><li>Remember: you eat an elephant one bite at a time </li></ul><ul><li>To contact me: [email_address] </li></ul><ul><li>For an SEO Best & Worst Practices whitepaper & checklist, e-mail me </li></ul>

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