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SEO for Bloggers for EVO 2011

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SEO for Bloggers workshop by Dennis Goedegebuure for EVO 2011 Conference

SEO for Bloggers workshop by Dennis Goedegebuure for EVO 2011 Conference

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  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • Meta tags do help you in the search engine results.The way your site is being presented is fully in your control through:Page titleMeta descriptionURLMeta tags check list:Make sure all pages have an unique page titleMeta description is the marketing message you can advertise your site in the SERP’sURL: short has a better user experience
  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • Transcript

    • 1. SEO for Bloggersand other stuff
      Dennis Goedegebuure
      @thenextcorner
      Thenextcorner.net
    • 2. Introduction
      Dennis Goedegebuure
      Director SEO eBay Inc
      Responsible for SEO Strategy for Global Platform
      9 years with eBay
      5 years in the US
    • 3. What can SEO do for you?
      When successful, SEO can get you significant more traffic
      http://thenextcorner.net/wireless-switch-dell-latitude-e4300/
    • 4. The Future Of Your Business
      SEO is NOT a business model
      SEO is NOT a business model
    • 5. 5
    • 6. Search Engine Quality Guidelines
      All major search engines have documentation
      Bing: www.bing.com/community/site_blogs/b/webmaster/archive/2009/09/03/search-engine-optimization-for-bing.aspx
      Google: www.google.com/support/webmasters
      Yahoo: help.yahoo.com/l/us/yahoo/search/basics/basics-18.html
    • 7. Google Webmaster Guidelines
      What To Do
      Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link
      Create a useful, information-rich site, and write pages that clearly and accurately describe your content
      Think about the words users would type to find your pages, and make sure that your site actually includes those words within it
      Make sure that your <title> elements and ALT attributes are descriptive and accurate
      Offer a site map to your users with links that point to the important parts of your site
      Make use of the robots.txt file on your web server
    • 8. Google Webmaster Guidelines
      What To Do
      Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link
      Create a useful, information-rich site, and write pages that clearly and accurately describe your content
      Think about the words users would type to find your pages, and make sure that your site actually includes those words within it
      Make sure that your <title> elements and ALT attributes are descriptive and accurate
      Offer a site map to your users with links that point to the important parts of your site
      Make use of the robots.txt file on your web server
    • 9. Google Webmaster Guidelines
      What To Avoid
      Don't deceive your users or present different content to search engines than you display to users
      Don't participate in link schemes designed to increase your site's ranking or PageRank
      Avoid hidden text or hidden links
      Don't use cloaking or sneaky redirects
      Don't load pages with irrelevant keywords
      Don't create multiple pages, subdomains, or domains with substantially duplicate content
      Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content. If your site participates in an affiliate program, make sure that your site adds value
      http://www.google.com/support/webmasters/bin/answer.py?answer=35769#1
    • 10. Google Webmaster Guidelines
      What To Avoid
      Don't deceive your users or present different content to search engines than you display to users
      Don't participate in link schemes designed to increase your site's ranking or PageRank
      Avoid hidden text or hidden links
      Don't use cloaking or sneaky redirects
      Don't load pages with irrelevant keywords
      Don't create multiple pages, subdomains, or domains with substantially duplicate content
      Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content. If your site participates in an affiliate program, make sure that your site adds value
      http://www.google.com/support/webmasters/bin/answer.py?answer=35769#1
    • 11. How Search Engines Work
      Indexing
      Ranking
      Crawling
    • SEO comes down to 2 Aspects
      Discovery
      If your pages don’t get discovered, you won’t get any search traffic
      If you block access to your site, crawlers won’t discover your content
      Relevance
      How relevant is your content to the query a user is searching for
      If your cooking site ranks for Credit Card, you might be considered a spammer
    • 23. Google is changing…Fast…
      Back-end Infrastructure
      Caffeine
      MayDay
      Panda
      Front-end UI
      One-Box
      Left Rail
      Instant Search
      Personalized
      Local
      Social
    • 24. Front End UI Changes
    • 25.
    • 26. 16
    • 27. 17
    • 28. SEOmoz Ranking Factors
      Yearly survey and data analytics to construct how search engines rank websites
      Survey among 130+ SEO professionals -> Opinion!
      Data study on 10K+ randomly sampled keywords
      http://www.seomoz.org/article/search-ranking-factors
    • 29. SEO Ranking Factors
    • 30. SEO Ranking factors framework
      Discovery
      Relevance
      Tactic
      Projects to improve
      Linking
      • Internal links
      • 31. External Links
      URL structure
      • Canonical URL
      • 32. Keyword rich
      Meta Tags
      • Page title
      • 33. Verification
      Page Content
      • Unique content
      • 34. Semantic mark up
      Feeds
      • Sitemaps
    • Links
    • 35. Links – Internal & external Links
      Links are still major ranking factor in SEO
      Internal Links; Site hierarchy & Taxonomy
      External Links; hard to get, no control over Anchor text
      Don’t buy Links! Earn editorial Links by being remarkable!
      22
    • 36. Webmaster Guidelines
      Make a site with a clear hierarchy and text links
      Use text instead of images to display important names, content and links
      Next step:
      Which pages have incoming links?
      Webmaster Central
      Referral traffic
      Rank pages with links from high to low
      Group pages on topics
      Interlink relevant pages
      Build strong hierarchy in site structure
      Use keyword rich anchor tags
    • 37. Link research Google Webmaster Tools
    • 38. Referral traffic = External Link
    • 39. Link Research Using Tools
      Yahoo Site Explorer
      Open Site Explorer
      MajesticSEO
    • 40.
    • 41. Yahoo Site Explorer
      http://siteexplorer.search.yahoo.com/
      Demo
    • 42. Open Site Explorer
      http://www.opensiteexplorer.org/
    • 43. Open Site Explorer
    • 44. MajesticSEO
      https://www.majesticseo.com/
    • 45. MajesticSEO
    • 46.
    • 47.
    • 48.
    • 49. MajesticSEO
    • 50. MajesticSEO
    • 51. Internal Cross Linking
      Wordpress SEO smart links
      Let’s you set up keywords that will automatically link to a location on your site
      http://www.prelovac.com/vladimir/wordpress-plugins/seo-smart-links
    • 52. Link Magnets; using remarkable content to pull more links
      Sorts of link bait:
      http://www.digital-photography-school.com/long-exposure-photography
      http://www.problogger.net/archives/2009/01/24/the-day-250000-people-showed-up-at-my-blog-case-study/
    • 61.
    • 62. Link Magnets
      90 links
      1,210 links
      http://www.digital-photography-school.com/long-exposure-photography
      http://www.problogger.net/archives/2009/01/24/the-day-250000-people-showed-up-at-my-blog-case-study/
    • 63.
    • 64. Link Building through Pictures
      http://thenextcorner.net/sydney-night-photos/
    • 65. Google Alert in GReader
    • 66. Link Building through Pictures
    • 67. Guest Blogging
      Build links through guest blogging
      Use your best content
      Link to relevant resources
      Pay attention to your Bio
      http://www.twitip.com/why-twitter-will-go-mainstream-in-2009/
    • 68.
    • 69. SEO Ranking factors framework
      Discovery
      Relevance
      Tactic
      Projects to improve
      Linking
      URL structure
      • Canonical URL
      • 75. Keyword rich
      Meta Tags
      • Page title
      • 76. Verification
      Page Content
      • Unique content
      • 77. Semantic mark up
      Feeds
      • Sitemaps
    • URL
    • 78. URL structure – Control through Permalink settings
      http://thenextcorner.net/5000-miles-journey-of-a-keyboard/
    • 79. common words like “what”, “you” or “can” out of your post slug to make it more search engine friendly
      http://www.vretoolbar.com/news/2007/04/01/seo-slugs-wordpress-plugin/
    • 80. URL structure – Control through Permalink settings
      http://www.thenextcorner.com/2010/03/fish-free-wifi.html
      VS
      http://thenextcorner.net/men-macro/
    • 81. Date based URL’s vs keywords
      Through Advanced segments in Analytics, I can break out all traffic on publication dates
    • 82. Date based URL’s vs keywords
    • 83. Canonicalization
      Each page should only have one URL
      Each specific combination of content should only have one URL
      http://www.example.com/?id=1&p=2
      http://www.example.com/?p=2&id=1
      55
    • 84. Rel Canonical
      If you cannot prevent duplicate content, pick a canonical version, and use Rel Canonical to point duplicates to the Canonical URL
      <link rel=“canonical” href=“http://example.com/canonical-url/”/>
      Solution: Canonical URL in Plug-in
      http://yoast.com/wordpress/seo/
      56
    • 85. SEO Ranking factors framework
      Discovery
      Relevance
      Tactic
      Projects to improve
      Linking
      URL structure
      • Canonical URL
      • 91. Keyword rich
      • 92. SEO-slug plugin
      • 93. Canonical tag plugin
      • 94. date vs. non date URL’s
      Meta Tags
      • Page title
      • 95. Verification
      Page Content
      • Unique content
      • 96. Semantic mark up
      Feeds
      • Sitemaps
    • Meta tags
    • 97. Meta Tags
      Meta tags are HTML elements used to provide structured metadata about a web page
      <head>
      <title>eBay Daily Deal: Great items, deep discounts, and free shipping</title>
      <meta name=“description” content=“Attention dealhunters: Save money on eBay with the Daily Deal. Check back every day for great items, deep discounts, and free shipping.”>
      <meta name=“keywords” content=“deal, deals”>
      </head>
    • 98. Meta Tags
      Does the result inspire to click?
    • 99. How to construct titles
      61
    • 100. Short inspiring titles70 Characters
      Google Title only shows 70 characters
      Viral spreading easier if you leave room for RT
      Canon 5200mm F14 SLR DSLR Lens http://bit.ly/8v140T What a BEAST! @problogger
      Think about:
      • Short URL: 20-26 characters
      • 101. RT @username: 12-15 characters
      • 102. Twitter only allows 140 characters
    • Important Meta Tags – Page Title & Meta Description
      63
    • 103. SEO for Wordpress by Yoast
      64
    • 104. Site Verification
    • 105. SEO Ranking factors framework
      Discovery
      Relevance
      Tactic
      Projects to improve
      Linking
      • Internal links
      • 109. External Links
      URL structure
      Meta Tags
      • Page title
      • 114. Verification
      • 115. SEO for Wordpress from Yoast.com
      • 116. Site verification
      Page Content
      • Unique content
      • 117. Semantic mark up
      Feeds
      • Sitemaps
    • Content & Elements
    • 118. People Scan Pages
    • 119. Content Elements
      Use H1 – H6 where relevant
      Use Images
      http://customblogging.com/seomike/archives/seo-tips-tricks/strategically-placed-faces-help-conversion
    • 120. Learn from Newspapers
      http://thenextcorner.net/uploads/2009/02/new-york-times-21-january-obama.jpg
    • 121. Review Content through SEO-Plugin
    • 122. Accidental Blogging Success
      http://thenextcorner.net/wireless-switch-dell-latitude-e4300/
    • 123.
    • 124. Provide Value
    • 125. Keyword Analytics
    • 126. Follow up on Success
      http://thenextcorner.net/wireless-switch-dell-latitude-e6410/
    • 127. Content Planning
      Unique for travel industry in The Netherlands
    • 128. Image Optimization
    • 129. #1
      #2
    • 130. Image Optimization
      File name: Graffiti-New-York_Usual-Suspects.jpg
      Alt text: Graffiti New York Usual Suspects New York fotos
      Text on page
      http://thenextcorner.com/2007/10/new-york-fotos/
    • 131. SEO Ranking factors framework
      Discovery
      Relevance
      Tactic
      Projects to improve
      Linking
      • Internal links
      • 135. External Links
      URL structure
      Meta Tags
      • Page title
      • 140. Verification
      • 141. SEO for Wordpress from Yoast.com
      • 142. Site verification
      Page Content
      • Unique content
      • 143. Semantic mark up
      • 144. Unique quality content
      • 145. Be remarkable (what is your purple cow)
      Feeds
      • Sitemaps
    • Sitemaps
    • 146. XML Sitemap
    • 147. XML Sitemap
    • 148. XML Sitemap
    • 149. SEO Ranking factors framework
      Discovery
      Relevance
      Tactic
      Projects to improve
      Linking
      • Internal links
      • 153. External Links
      URL structure
      Meta Tags
      • Page title
      • 158. Verification
      • 159. SEO for Wordpress from Yoast.com
      • 160. Site verification
      Page Content
      • Unique content
      • 161. Semantic mark up
      • 162. Unique quality content
      • 163. Be remarkable (what is your purple cow)
      Feeds
      • Sitemaps
      • 164. Google sitemap (plugin)
    • Keyword research
    • 165. Keywords
      Create a useful, information-rich site, and write pages that clearly and accurately describe your content
      Think about the words users would type to find your pages, and make sure that your site actually includes those words within it
    • 166. Keyword ResearchGoogle Webmaster Central
    • 167. Keyword ResearchGoogle Webmaster Central
    • 168. Keyword ResearchGoogle Webmaster Central
    • 169. Keyword ResearchGoogle Webmaster Central
    • 170. Keyword ResearchGoogle Webmaster Central
    • 171. Keyword ResearchGoogle Webmaster Central
    • 172.
    • 173. Keyword ResearchGoogle Webmaster Central
    • 174. Keyword ResearchGoogle Webmaster Central
    • 175. Keyword ResearchGoogle Webmaster Central
    • 176. Keyword ResearchGoogle Analytics
    • 177.
    • 178. Long Tail Keywords
      http://www.seo-orlando.com/long-tail-keywords-seo-budget/
    • 179. Hittail
      Real-time keyword analytics tool
      Gives KW suggestions
      Actionable To-Do list
    • 180. Social signals
      103
    • 181. Social Media SuccessNick Reese story
      http://trafficandtrust.com/
      http://nicholasreese.com/
      104
    • 182. Convergence SEO & Social
      Social Signals move into SEO territory
      Drive traffic & Brand mentions
      Link Building tool
      Reputation monitoring
      105
    • 183. Get you content in front of social friends
    • 184. StumbleUpon
      http://www.adweek.com/news/technology/stumbleupon-drives-more-us-web-traffic-facebook-133207
      http://gs.statcounter.com/#social_media-US-monthly-201007-201107
    • 185. The Gift that keeps on Giving
      Since 2011, SU traffic has exploded
    • 186. What does a StumbleUpon Outbreak look like?
      - Motors Blog, received +180K Visits in 1st month
      • Endless opportunities to tell stories based on eBay data
    • Get started with StumbleUpon
    • 187. StumbleUpon URL ShortnerSU.PR
    • 188.
    • 189. Facebook, Exploding Referral Traffic
      http://www.alexschultz.co.uk/weblog/2011/04/the-traffic-impact-of-facebook-social-plugins-on-my-cocktail-site.html
      113
    • 190. Google+ Promising
      http://techcrunch.com/2011/07/05/google-plus-sharing/
    • 191. Google+
      http://searchengineland.com/report-google-ceo-page-ties-bonuses-to-social-success-reorganizes-google-mgmt-team-72197
    • 192. Add the G+ button
      http://www.google.com/webmasters/+1/button/
    • 193. Google+ WMC
    • 194. Google+ WMC
    • 195. Google+ WMC
    • 196. Google+ WMC
    • 197. Google+ WMC
    • 198. G+ in G Analytics
      http://www.cmswire.com/cms/web-engagement/google-analytics-now-tracks-social-engagement-011868.php
    • 199. Social Engagement in G Analytics
    • 200. 404-errors
    • 201. Spot 404 in G Analytics
      http://thenextcorner.net/how-to-use-google-analytics-to-look-for-404-errors-on-your-site/
    • 202. Find the 404-errors
    • 203.
    • 204. 301 Redirect
      3
      0
      2
      Bad for SEO
      302 Redirect
      Sign on the front door reads:
      We Temporarily Moved to
      534 High Street
      Keep coming back to our
      old address each visit before going to 534 High Street to
      see if we’ve returned
      124 Main Street
      534 High Street
      Post Office NOT notified
      No history, New Page
      PageRank Stays Here
      3
      0
      1
      Good for SEO
      301 Redirect
      Sign on the front door reads:
      We Moved to
      534 High Street
      Post Office notified
      Please update your address book
      124 Main Street
      534 High Street
      PageRank Transfers
    • 205. Redirect Plug-in
      http://urbangiraffe.com/plugins/redirection/
    • 206. Twitter: @TheNextCorner
      Blog: TheNextCorner.net
      StumbleUpon: DennisGNL.stumbleupon.com
      Flickr: dennis_goedegebuure