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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.

SEO for Bloggers for EVO 2011 SEO for Bloggers for EVO 2011 Presentation Transcript

  • SEO for Bloggersand other stuff
    Dennis Goedegebuure
    @thenextcorner
    Thenextcorner.net
  • Introduction
    Dennis Goedegebuure
    Director SEO eBay Inc
    Responsible for SEO Strategy for Global Platform
    9 years with eBay
    5 years in the US
  • What can SEO do for you?
    When successful, SEO can get you significant more traffic
    http://thenextcorner.net/wireless-switch-dell-latitude-e4300/
  • The Future Of Your Business
    SEO is NOT a business model
    SEO is NOT a business model
  • 5
  • 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
  • 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
  • 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
  • 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
  • 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
  • How Search Engines Work
    Indexing
    Ranking
    Crawling
    • Discover & follow links
    • Check robots rules
    • Bandwidth considerations
    • URL issues (infinite, redirects, dynamic)
    • Duplication
    • Content extraction
    • Topic association
    • Web-wide value
    • Relevance
    • Value
    • Uniqueness
    • Display
  • 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
  • Google is changing…Fast…
    Back-end Infrastructure
    Caffeine
    MayDay
    Panda
    Front-end UI
    One-Box
    Left Rail
    Instant Search
    Personalized
    Local
    Social
  • Front End UI Changes
  • 16
  • 17
  • 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
  • SEO Ranking Factors
  • SEO Ranking factors framework
    Discovery
    Relevance
    Tactic
    Projects to improve
    Linking
    • Internal links
    • External Links
    URL structure
    • Canonical URL
    • Keyword rich
    Meta Tags
    • Page title
    • Verification
    Page Content
    • Unique content
    • Semantic mark up
    Feeds
    • Sitemaps
  • Links
  • 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
  • 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
  • Link research Google Webmaster Tools
  • Referral traffic = External Link
  • Link Research Using Tools
    Yahoo Site Explorer
    Open Site Explorer
    MajesticSEO
  • Yahoo Site Explorer
    http://siteexplorer.search.yahoo.com/
    Demo
  • Open Site Explorer
    http://www.opensiteexplorer.org/
  • Open Site Explorer
  • MajesticSEO
    https://www.majesticseo.com/
  • MajesticSEO
  • MajesticSEO
  • MajesticSEO
  • 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
  • Link Magnets; using remarkable content to pull more links
    Sorts of link bait:
    • Contests
    • Lists
    • First time
    • Give value
    • Cool
    • Design
    • Shock
    • Controversy
    • Insult
    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/
  • 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/
  • Link Building through Pictures
    http://thenextcorner.net/sydney-night-photos/
  • Google Alert in GReader
  • Link Building through Pictures
  • 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/
  • SEO Ranking factors framework
    Discovery
    Relevance
    Tactic
    Projects to improve
    Linking
    • Internal links
    • External Links
    • Internal Link (Plugins)
    • External links
    • Link bait
    • Guest blogging
    URL structure
    • Canonical URL
    • Keyword rich
    Meta Tags
    • Page title
    • Verification
    Page Content
    • Unique content
    • Semantic mark up
    Feeds
    • Sitemaps
  • URL
  • URL structure – Control through Permalink settings
    http://thenextcorner.net/5000-miles-journey-of-a-keyboard/
  • 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/
  • URL structure – Control through Permalink settings
    http://www.thenextcorner.com/2010/03/fish-free-wifi.html
    VS
    http://thenextcorner.net/men-macro/
  • Date based URL’s vs keywords
    Through Advanced segments in Analytics, I can break out all traffic on publication dates
  • Date based URL’s vs keywords
  • 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
  • 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
  • SEO Ranking factors framework
    Discovery
    Relevance
    Tactic
    Projects to improve
    Linking
    • Internal links
    • External Links
    • Internal Link (Plugins)
    • External links
    • Link bait
    • Guest blogging
    URL structure
    • Canonical URL
    • Keyword rich
    • SEO-slug plugin
    • Canonical tag plugin
    • date vs. non date URL’s
    Meta Tags
    • Page title
    • Verification
    Page Content
    • Unique content
    • Semantic mark up
    Feeds
    • Sitemaps
  • Meta tags
  • 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>
  • Meta Tags
    Does the result inspire to click?
  • How to construct titles
    61
  • 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
    • RT @username: 12-15 characters
    • Twitter only allows 140 characters
  • Important Meta Tags – Page Title & Meta Description
    63
  • SEO for Wordpress by Yoast
    64
  • Site Verification
  • SEO Ranking factors framework
    Discovery
    Relevance
    Tactic
    Projects to improve
    • Internal Link (Plugins)
    • External links
    • Link bait
    • Guest blogging
    Linking
    • Internal links
    • External Links
    URL structure
    • Canonical URL
    • Keyword rich
    • SEO-slug plugin
    • Canonical tag plugin
    • date vs. non date URL’s
    Meta Tags
    • Page title
    • Verification
    • SEO for Wordpress from Yoast.com
    • Site verification
    Page Content
    • Unique content
    • Semantic mark up
    Feeds
    • Sitemaps
  • Content & Elements
  • People Scan Pages
  • Content Elements
    Use H1 – H6 where relevant
    Use Images
    http://customblogging.com/seomike/archives/seo-tips-tricks/strategically-placed-faces-help-conversion
  • Learn from Newspapers
    http://thenextcorner.net/uploads/2009/02/new-york-times-21-january-obama.jpg
  • Review Content through SEO-Plugin
  • Accidental Blogging Success
    http://thenextcorner.net/wireless-switch-dell-latitude-e4300/
  • Provide Value
  • Keyword Analytics
  • Follow up on Success
    http://thenextcorner.net/wireless-switch-dell-latitude-e6410/
  • Content Planning
    Unique for travel industry in The Netherlands
  • Image Optimization
  • #1
    #2
  • 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/
  • SEO Ranking factors framework
    Discovery
    Relevance
    Tactic
    Projects to improve
    • Internal Link (Plugins)
    • External links
    • Link bait
    • Guest blogging
    Linking
    • Internal links
    • External Links
    URL structure
    • Canonical URL
    • Keyword rich
    • SEO-slug plugin
    • Canonical tag plugin
    • date vs. non date URL’s
    Meta Tags
    • Page title
    • Verification
    • SEO for Wordpress from Yoast.com
    • Site verification
    Page Content
    • Unique content
    • Semantic mark up
    • Unique quality content
    • Be remarkable (what is your purple cow)
    Feeds
    • Sitemaps
  • Sitemaps
  • XML Sitemap
  • XML Sitemap
  • XML Sitemap
  • SEO Ranking factors framework
    Discovery
    Relevance
    Tactic
    Projects to improve
    • Internal Link (Plugins)
    • External links
    • Link bait
    • Guest blogging
    Linking
    • Internal links
    • External Links
    URL structure
    • Canonical URL
    • Keyword rich
    • SEO-slug plugin
    • Canonical tag plugin
    • date vs. non date URL’s
    Meta Tags
    • Page title
    • Verification
    • SEO for Wordpress from Yoast.com
    • Site verification
    Page Content
    • Unique content
    • Semantic mark up
    • Unique quality content
    • Be remarkable (what is your purple cow)
    Feeds
    • Sitemaps
    • Google sitemap (plugin)
  • Keyword research
  • 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
  • Keyword ResearchGoogle Webmaster Central
  • Keyword ResearchGoogle Webmaster Central
  • Keyword ResearchGoogle Webmaster Central
  • Keyword ResearchGoogle Webmaster Central
  • Keyword ResearchGoogle Webmaster Central
  • Keyword ResearchGoogle Webmaster Central
  • Keyword ResearchGoogle Webmaster Central
  • Keyword ResearchGoogle Webmaster Central
  • Keyword ResearchGoogle Webmaster Central
  • Keyword ResearchGoogle Analytics
  • Long Tail Keywords
    http://www.seo-orlando.com/long-tail-keywords-seo-budget/
  • Hittail
    Real-time keyword analytics tool
    Gives KW suggestions
    Actionable To-Do list
  • Social signals
    103
  • Social Media SuccessNick Reese story
    http://trafficandtrust.com/
    http://nicholasreese.com/
    104
  • Convergence SEO & Social
    Social Signals move into SEO territory
    Drive traffic & Brand mentions
    Link Building tool
    Reputation monitoring
    105
  • Get you content in front of social friends
  • 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
  • The Gift that keeps on Giving
    Since 2011, SU traffic has exploded
  • 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
  • StumbleUpon URL ShortnerSU.PR
  • 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
  • Google+ Promising
    http://techcrunch.com/2011/07/05/google-plus-sharing/
  • Google+
    http://searchengineland.com/report-google-ceo-page-ties-bonuses-to-social-success-reorganizes-google-mgmt-team-72197
  • Add the G+ button
    http://www.google.com/webmasters/+1/button/
  • Google+ WMC
  • Google+ WMC
  • Google+ WMC
  • Google+ WMC
  • Google+ WMC
  • G+ in G Analytics
    http://www.cmswire.com/cms/web-engagement/google-analytics-now-tracks-social-engagement-011868.php
  • Social Engagement in G Analytics
  • 404-errors
  • Spot 404 in G Analytics
    http://thenextcorner.net/how-to-use-google-analytics-to-look-for-404-errors-on-your-site/
  • Find the 404-errors
  • 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
  • Redirect Plug-in
    http://urbangiraffe.com/plugins/redirection/
  • Twitter: @TheNextCorner
    Blog: TheNextCorner.net
    StumbleUpon: DennisGNL.stumbleupon.com
    Flickr: dennis_goedegebuure