SEO Keyword Research and Content Mapping
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    SEO Keyword Research and Content Mapping SEO Keyword Research and Content Mapping Document Transcript

    • 9/23/2013 1 Part 1: SEO Keyword Research and Content  Mapping Search Post Intensive  Bill Hunt Keyword Research  • Keywords are the lifeblood of any search  marketing program.  It is essential that you  understand the universe of keywords related  to your products and services.  • From this understanding you can understand  the needs, wants and intent of the searcher to  more effectively map your content with their  query. 
    • 9/23/2013 2 Generate Keyword Review Matrix 3 Keyword Related Keyword Demand Rank Data CPC Site Search Type Comments PLP diabetes 375,567 diabetes supply 58,731 Diabetes symptoms 48,148 Diabetes diet 22,133 Type 2 diabetes 21,393 Diabetes mellitus 21,038 Gestational diabetes 19,755 Diabetes treatment 18.999 Diabetes information 17,345 Juvenile diabetes 17,125 Initial Keyword Research gives  you related words Number of  searches last  month. How is are the  words performing  elsewhere Research? Purchase?  Service? Good word? Bad?  Issues?  Recommend Landing page URL Brainstorming Keywords Brainstorming words are our starting point. We take these top‐ level, general keyword phrases and use them as the basis of the  next set of actions. Start the process by answering the following questions:  1. Make a list of your products, services and categories of each 2. What do your potential visitors search for when trying to find your  product/services/information? 3. When you search for your own site, what do you search for 4. What do you want to be #1 in the search results for? 5. What terms are currently driving visits to your site (analytics) 6. What are people searching for currently on your site? (site search)
    • 9/23/2013 3 www.mergewords.com Mine your Pages for Keywords - Manually • Review your site content for targeted keyword phrases. • Start with general words and dig deeper to get more specific phrases that are  exact matches.
    • 9/23/2013 4 Research Demand & Opportunity • Leverage one of the keyword research tools to  understand variations of keywords and  relative search volume for each phrase.  • Use “exact” or “phrase” match to get a closer  representation to a natural search query • Results are “averages” and not exact numbers 7https://adwords.google.com/select/KeywordToolExternal Google Keyword Planner 8 adwords.google.com/ko/KeywordPlanner
    • 9/23/2013 5 WordTracker 9 Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. - www.wordtracker.com Keyword Discovery 10 Subscription-based keyword research tool that offers a wide selection of keyword variations and relevance weightings for keywords. Can save and recall keyword research projects - www.keyworddiscovery.com
    • 9/23/2013 6 UberSuggest Scrapes variations of “auto suggest” for alphabet and some symbols http://ubersuggest.org/ Keyword Prioritization 12 Prioritization buckets words into High, Medium and Low categories •Categories used to: •Control SOV levels on specific segments in paid search •Identify priority words for SEO work • Advise content developers on best words to include in new content Awareness High Priority “Must Have” Keywords Medium Priority Keywords that are important but expensive or not targeted enough Low Priority “Nice to haves” • High Priority keywords get 60% of budget & effort • Medium Priority keywords get 30% of budget & effort • Low Priority keywords get 10% of budget & effort •Ensures important words get most exposure
    • 9/23/2013 7 Map to Specific Relevant Pages • Preferred Landing Pages (PLP’s) are used to match keywords to the best page for that word or phrase. 13 Map Keywords to Predefined Actions Segments • Use a brainstorming session to discuss and segment words into appropriate purchase lifecycle segments to understand how to better align messages. • This will be very helpful later when creating ad groups and messages for PPC
    • 9/23/2013 8 Current State Performance • Once you have your list of keyword phrases, a  Keyword Ranking Report can be run to  benchmark a site’s current position in the  search results for these phrases. • Knowing how well Preferred Landing Pages are  ranking for associated keyword phrases puts a  priority on which pages need to be audited for  optimization or added to your PPC campaign.  Additional Research Tools
    • 9/23/2013 9 • Provides a graphical,  relative search  volume comparison. • Enter in up to 5  search terms. • Shows related news. • Free but not  necessarily current Google Trends www.google.com/trendswww.google.com/trends Keyword Spy • Wide selection of keywords • Additional unique features – See paid and organic data – Export master list of words – Great for competitive  analysis and budget planning • Free and Subscription  versions www.keywordspy.comwww.keywordspy.com
    • 9/23/2013 10 Best Practices • Brainstorm your keywords with a wide team to  understand your base universe.  • Look at your content, site search data and  external tools for variations • Work to understand the intent of a searcher for  each phrase and map to the appropriate page  on your site.  • Repeat the process often to maximize your  keyword universe. Part 2:  Fundamentals and Best Practices of  SEO
    • 9/23/2013 11 SEARCH ENGINE OPTIMIZATION 21 Making changes to your site to ensure it maximizes the key elements used by search engines to score and rank pages How Search Engines Work 1. Spiders (crawlers, robots) crawl the Web and extract information from each page 2. Information helps to build an Index – What the page is about (number of times an important word appears) – Where on a page the word appears – How the word appears (capitalization, punctuation, bolded, etc.) – Who else links to the page (number of times, and rank, of other pages linking to it) 3. Encodes, weights, rank, then stores information Simple right? Search engines have many hurdles to overcome
    • 9/23/2013 12 How does the Algorithm Work • Spam and Inflation Detection – Verifying that no unethical tricks are being used – Verifying that there are not duplicates or redirections • Keyword Phrase Inclusion/Content Relevancy – Does the exact phrase occur on the page – Location and proximity of keyword and/or keyword phrase – What is the relationship of the keyword to the content? – How many other similar or relevant pages on the site are connected to this page? • Internet Relevancy – How many other sites/pages are linked to this site and page? – How “relevant” are the pages/sites linking to the page? – How are the other links references which point to the page? What is Search Optimization? • Ensuring your site is search friendly which allows spiders to index the  content on the site  • Ensuring your pages include the keyword phrases actually used by  searchers • Ensuring your pages offer “relevance signals” to the search engines to  help them understand what the page is about.   • Ensuring the pages of your website are as compliant as possible with the  search engine scoring algorithms • Ensuring your relevant pages are considered “authoritative” by other sites  via quality and contextually relevant links to them.  • Ensuring compelling and action oriented descriptions that encourage  visits 
    • 9/23/2013 13 4 Fundamentals of SEO 25 SEO Indexibility Relevance Authority Clickability INDEXABILITY 26 Ensuring that all of the pages on your site are able to be detected and indexed by the search engines.
    • 9/23/2013 14 Indexability • Is the site created in a way to enable the spiders to get to the site, into the site and capture all the pages within the site? • Do you have spider traps and barriers to indexing – Improper redirects – Incorrect robots coding – JavaScript and DHTML navigation – Multiple dynamic variables & Session ID’s – Session ID’s or cookie restrictions 27 Inclusion Test • Test how many pages in the indexed – site:yourdomain.com as well as site:www.yourdomain.com 28
    • 9/23/2013 15 Robots.txt Syntax • Common protocol for blocking bots to all or part of your site – Available at www.yoursite.com/robots.txt – Keeps spiders from specific sections of the site – scripts or user profiles – Done wrong, can block bots from entire site  Tip: Unless you need to block them always allow all bots access to all content User-agent: * Disallow: Tip: Unless you need to block them always allow all bots access to all content User-agent: * Disallow: User-agent: * Disallow: /cgi-bin/ Disallow: /go/ Disallow: /info/ Disallow: /support/ Disallow: /JumpData/ Sitemap: http://www.hp.com/google-sitemap-index.xml Complex URLs can be a challenge • Can inhibit or  prevent crawling • Can result in  duplicate pages for  same products with  different attributes • May not be linked  so no way to find  and index them  • Leverage XML site https://avnetexpress.avnet.com/store/em/EMController/Audio-Amplifier/Maxim-Integrated- Products/DS4420N/_/R-7392976/A-7392976/An-0?action=part&catalogId=500201&langId=- 1&storeId=500201&listIndex=-1 https://avnetexpress.avnet.com/store/em/EMController/Audio-Amplifier/Maxim-Integrated- Products/DS4420N/_/R-7392976/A-7392976/An-0?action=part&catalogId=500201&langId=- 1&storeId=500201&listIndex=-1
    • 9/23/2013 16 Complex URL Optimization Tips • Remove extraneous parameters that are no  longer necessary • Rename parameters like Category=400 to  Category=Blue‐Widgets to add keywords to the  URL.  • When possible, use a rewrite engine to make  complex URL’s “friendly URL’s”  • Leverage XML site maps for the different  categories of products and content to monitor  indexing rates and completeness.  • Reduce repetitive path elements that are not Canonicalization • Home pages can be accessed many ways. Example: – dell.com – www.dell.com – http://www.dell.com/us/en/gen/df.aspx?refid=df&s=gen • Results in link dilution and content duplication. • Use 301 redirect for non‐www to www redirect • Use “Canonical” tag for page to page   – V1 ‐ http://www.dell.com/us/p/inspiron‐r‐series.aspx?c=us&cs=19 – V2 ‐ http://www.dell.com/us/p/inspiron‐r‐series.aspx?c=us&cs=19&l=en&s=dhs – V3 ‐ http://www.dell.com/us/p/inspiron‐r‐series.aspx?c=us&cs=19&l=en&s=dhs&~ck=mn – Canonical Tag Selects one version as the primary page: – <link rel="canonical" href="http://www.dell.com/us/p/inspiron-r-series.aspx?cs=19" />
    • 9/23/2013 17 Design Issues Create Indexing  Challenges Design issues can impact ranking – educate developers on key challenges Evaluate impact when integrating the following when building a site – not  all are bad if integrated correctly – Flash – Frames – JavaScripts – Table Structures – Dynamic Content  – Redirects – Slow Loading Pages – Graphics vs. text – Image Maps Spider-Friendly Sites - Navigation • HyperText alternatives to GUIs • Footer Navigation • Hierarchical, link-based navigation (vs. dropdowns/input boxes) • Spiders love hierarchies, users prefer search (have both) • Always link back to your HomePage • ...so spiders can find the rest of your site • ...and lost users can re-orient • Use Site Maps • Link in footer of site with sitemap.html • Include links to key areas of the site • Maximum of 100 links on the page
    • 9/23/2013 18 Spider-Friendly Sites - Settings • Don’t require Cookies/Session IDs • If you “Soft 404” ....let the spider know • redirect to one generic page designed for that purpose (i.e. not the HomePage) • Title your page appropriately (e.g. “ERROR 404”) • If your site has moved, 301 the old URLs to point to the new ones • transfers in-link credit from the old site to the new one • keeps legacy in-links and user’s bookmarks from breaking • don’t be afraid to leave the 301s in place as long as necessary Spider-Friendly Site Hierarchy • Avoid excessive URL depth – Increases the chance that crawlers won’t find all your pages – Very-deep URLs typically don’t rank as well – Hard for users to e-mail • Example www.mybooks.com/order-of-the-phoenix (Depth 1, but may be hard to build a 50K page site this way!!) www.mybooks.com/uk/fiction/childrens/jkrawlings/harry-potter/order-of-the- phoenix (Depth 6, may not get crawled!!) www.mybooks.com/jkrawlings/harry-potter/order-of-the-phoenix (Depth 3, probably a reasonable balance)
    • 9/23/2013 19 XML Sitemaps Protocol to inform the search engines of your pages. – Auto‐discovery through robots.txt or submission via Webmaster Tool Accounts – Same format and file supported by all major search engines  Google and Bing report “issues” with URLs. Site Map Protocol ‐ www.sitemaps.org XML Site Map Best Practices • Build one sitemap category of business with a maximum of 10,000 records per site map. • Build one site map per country or language on the site to monitor inclusion • Append new pages and push new sitemap.xml nightly • Rebuild full Site Map set and Index monthly
    • 9/23/2013 20 Barrier Checking Tool FireFox Webmaster Tool https://addons.mozilla.org/en-us/firefox/addon/web-developer/ Check for cookies, page size, JavaScript and other key barriers Site speed... • How quickly do you deliver content? – Dirty code – Unnecessary files – No compression – Oversized images – Server speed & pipe Don’t waste the spiders time! Test with Speed tools  Yslow  Google Speed Tool 
    • 9/23/2013 21 Site Speed Testing Example Test indicates multiple areas of improving load speed which will help the spiders access the content quicker – this will also be helpful to visitors – especially on mobile phones. RELEVANCE 42 Ensuring that your pages are relevant to the query by placing keywords in location that send strong signals to the search engines.
    • 9/23/2013 22 Relevance Questions • Do your on-page elements align with the search industry’s understanding of the algorithm scoring model as represented by accepted best practices? • Is the desired keyword included on the page? • Is keyword included in key elements on page like title and heading? • Is the keyword phrase used in the body copy? How a user sees a website
    • 9/23/2013 23 How a spider sees the site Optimal Keyword Placement • Title Tags are the MOST IMPORTANT attribute – Supply Chain Management Consulting - TCS </title> • Heading Tags - <H1> and <H2> • Body Copy - Keywords appearing throughout page content • Anchor Text - The keyword phrase appearing in a hyperlink to your site or within it • Alt Attribute - In lieu of keyword rich content, engines will pull a page description from an images alt attribute.
    • 9/23/2013 24 Optimal Keyword Locations  Illustrated Overlay Source: SEO xRay from SEO for FireFox tool bar Not Spam, But Bad for Rankings • Splash pages, content‐less home page, Flash intros • Title tags the same across the site • Error pages in the search results (e.g., “Session  expired”) • "Click here" links • Superfluous text like “Welcome to” at beginning of  titles • Spreading site across multiple domains (usually for  load balancing). • Content too many levels deep
    • 9/23/2013 25 • Hidden or small text • Keyword stuffing • Targeted to obviously irrelevant keywords • Automated submitting, resubmitting, deep submitting • Competitor names in meta tags • Duplicate pages with minimal or no changes • Spamglish • Machine generated content Spamming in Its Many Forms … AUTHORITY 50 Ensuring that your pages are considered relevant and authoritative by other authoritative sites via links and anchor text.
    • 9/23/2013 26 Key Off‐Page Factors: Links  • Search Engines look for clusters of thematically similar content. To do this  they look at: – Link Popularity ‐ Number of links pointing to site – Link Authority – Quality of links pointing to site – Anchor Text or Link Text • The keyword phrase appearing in the hyperlink to your site – Title Tag • The keyword phrase appearing in the title of page linking to your  site • Think of inbound links as “votes of authority” between sites Votes – website backlinks A webpage with little or no authority A webpage with some authority A webpage with lots of authority Internal web pages Externally linked web pages
    • 9/23/2013 27 Types of Links • Reciprocal (Fig 1) – Less important today due to past abuse;  value of reciprocal links is usually discounted   • Triangular (Fig 2) – Attempt to hide reciprocal linking – easily  detectable  • One Way (Fig 3) – One way inbound links are usually most  valuable  Fig 2. B C A Fig 1. A B Fig 3. A B A Closer Look at Links • Popularity: 95 Pages linking to this page • Authority: 3.9% are quality links (PR>5) • Relevance: 74.7% of the links are relevant
    • 9/23/2013 28 Age – how old is your site? • Google gives great weight to sites that have been around for a few years or more. This makes them seem to be more legitimate. • New sites will find it very hard to compete in mature markets 5 Tips for Successful Link Building 1. Build Links Naturally 2. Get Links from Sites That Give Few. 3. Get Your Keywords into Your Link Text 4. Get Links from Relevant Sites 5. Go for Deep Links
    • 9/23/2013 29 CLICKABILITY 57 Ensuring that your SERP Snippets are relevant and compelling to searchers to encourage more clicks. Maximizing Click Opportunity 1. Relatively little risk 2. We are impatient and easily frustrated • 6.4 seconds before clicking on a link 3. There is a lot of information • Scan an average of 3.9 results • Assimilate an average of 140 words • Included in those words are between 35 to 60 factors we have to consider to make a decision
    • 9/23/2013 30 Review your Snippet Periodically • Review your snippet periodically especially if you get low click through • if you don’t rank well use the following syntax to review:  Keyword phrase site:yoururl.com Maximizing your Search Result  Listing • Description comes from one of the following: – Compiled from content on the page  – Taken from Meta Description – Open Directory Listing – Anything else the engines can find (Alt, navigation) to form a snippet • Optimize the Snippet by:  • Place keyword at the beginning of opening paragraph • Place benefit statements near your main keyword phrases at the top of  the page.  • When an engine takes a snippet for the SERP page, your description will  boost your benefits.
    • 9/23/2013 31 You cannot build a house in a day... • SEO takes time to identify the issues make the changes and wait for reindexing and scoring. • Often resources and Web Development team are not available or have conflicting ideas • Educate the wider team to help integrated into the existing content creation workflow • SEO must be done in line with Google standards • Never employ black hat solutions or risk the negative consequences • If you invest now SEO will deliver long term quality traffic for the future! SEO Best Practice Key Takeaways 1. Reduce barriers to entry for search spiders 2. Keyword phrase in far left of title tag 3. <H1> heading tag includes primary keyword phrase 4. Emphasize the primary keyword early in the content and include secondary phrases as you write 5. Create strong and relevant content 6. Use relevant keywords in the anchor text for all links 7. Contextually relevant inbound links from quality sites 8. Consolidate links and pages to form clusters 62
    • 9/23/2013 32 Part 3:  Using Project Management to  Manage SEO Projects What is SEO Project Management? • Embedding SEO into marketing strategy • Planning your SEO program • Making SEO operational 64
    • 9/23/2013 33 Direct marketers always think  metrics at the start • Target your first campaign • Assess your current situation • Calculate your opportunity 65 Define numeric objectives Get real feedback Constantly look at performance Try different approaches 66 Use SEO to drive conversions How many search visitors come to buy? The right search result puts the visitor in the “Learn” stage to view a product page. How many customers that view a product page put items in their carts? And how many check out? Multiply by your average revenue and you have the impact of search on revenue. Learn Buy Shop Use Get Search Increasing the success rate at any stage increases the overall conversion rate
    • 9/23/2013 34 SEO Project Management 67 Planning your SEO Program Choose the scope of your overall  SEO program • A single  product line? • Business  unit? • Country  market? • The entire  enterprise? 68 Digital Cameras Home Theatres DVD Players Televisions Time
    • 9/23/2013 35 What are the basic steps of each  campaign? • Make sure your pages are in  the search indexes • Identify the words that  searchers use to find you • Use those words in the right  places on your Web pages • Create content that others will  link to 69 Get Pages Indexed Choose Keywords Optimize Content Attract Links 70 Decide what tasks you must  centralize Task Functional Product- Oriented Multinational Conglomerate Targeting search engines Central Central Extended Central Planning keywords Central Extended Extended Central Reporting metrics Central Central Central Extended Defining standards Central Central Central Extended Organization type influences the right place for each task
    • 9/23/2013 36 How does a company plan an SEO  program? • Example: Snap Electronics • A fictional electronics manufacturer • Well‐known brand name • Large Web site with heavy online sales • High‐end, innovative, easy‐to‐use products • “Our products are a snap!” 71 Choose the target area of your site • Pick something high profile • Ensure the impact is measurable • Keep it simple • Make it practical 72
    • 9/23/2013 37 73 How much search traffic do you  already get? • Your metrics facility can tell you your current  traffic • You can project your missed opportunities: Check to see where your  competitors are • Competitors rank much higher for digital  camera than Snap does • That likely means you can improve 74
    • 9/23/2013 38 75 How much more traffic can you  get? Project the traffic improvement for each keyword 76 Then project the value of the  resulting conversions • To know what the value of search marketing  is worth, you must calculate the conversion  rate and its value • You can use this to justify the investment  and to check your return on investment later
    • 9/23/2013 39 Project your costs • You already projected your revenues • Now you need to see the other side 77 Put together your revenue and  expenses • Your mileage may vary, but the number will be  big for you • This won’t persuade everyone, but it’s a start 78
    • 9/23/2013 40 Put together your plan • Don’t skimp on  details for  execution • Anyone can cook  a spreadsheet to  forecast success • Make sure that  your plan is  detailed and  believable79 SEO Project Management 80 Making SEO Operational
    • 9/23/2013 41 Mike Moran © 2010 Mike Moran81 Make your search program  operational • Your central team handles everything you need to do in  one place in your organization • But their most important job is working with your  extended team—all of those specialists that already run  your Web site: – Copy writers – Product managers – IT folks – etc. Search Ecosystem An ecosystem approach to build a world‐class infrastructure • Knowledge platform • Thought leadership • Uniform KPI’s • Ridged Training Program • Content Prioritization • Searcher Intent Modeling • Keyword Page Mapping • Keyword Centralization • PPC/SEO Co‐Optimization • Keyword Level Performance • Always On Monitoring • Integration with IT & Content • Crawlable Infrastructure • Relevance built into templates • SEO into localization process Infrastructure Integration Keyword  Management &  Reporting Centre of  Excellence Content &  Social Media
    • 9/23/2013 42 Education Infrastructure Enhancement Force Multipliers Which are most effective techniques, tools and resources? Uniform KPI’s How do we compliment other teams for enhanced outcomes? Where can we intersect with current activities and technologies? What do we measure and why? T3 Rapid repairs T1 Fast & easy claims T2 Personalized coverage tool & same day assistance E2 Makes me feel valued & there with me every step of the way E1 Treats me as an individual Emotional F3 Fair prices & easy / upfront information F1 Personalized service, just right for me F2 Clear info, fair claims, sound advice Functional P2 Understanding, proactive, empathetic P1 Dynamic, fast, dependable, efficient R1 Known for effective & caring intermediaries R2 Known for good claims service & customer service Persona / Reputation Touchpoint Functional Benefits & Touchpoints Reputation & Persona Emotional Benefits Desired Outcome T2 Fast claims process P1 Dependable & Efficient .868 Insurance Company I Would Proactively Recommend T1 Has an easy to use website .333 F3 Responds quickly to my changing needs E2 Makes me feel reassured because they deliver when it really matters .839 .160 P2 Understanding .518 .812 43.3% 40.6% 43.5% 42.0% 40.5% 38.1% 27.8% 35.9% 25.2% 20.8% 43.3% 30.6% General Direct Life Helpful and Fair Claims Partner who Delivers • Ensures that claims will be resolved to our satisfaction • Has fair prices • Known for open and transparent dealings with customers • Has a dedicated relationship leader focused on my company's needs • Helps my business move on because they deliver when it really matters • Makes me feel like they are there with us every step of the way • Is a global thought leader known for analytical rigor • Dedicated, proactive and dynamic • Global view of reported and paid claims • Helps get my employees back to work quicker • Has a deep understanding of the unique needs of our business • Uses a thorough understanding of our business to tailor its risk management services to us Tailored Insight Deep Understanding • Has tools that help us identify and mitigate risks specific to our business • Offers a unique tailored solution that fits the needs of our business • Provides professional guidance that keeps me on top of my business Nice to Have But not Discriminating Must Have but not Discriminating 1 2 3 4 Best Practice – Center of Excellence IBM, Dell, P&G, Nestle and Coach have adopted COE to manage shared services, centralize best practices which have been leveraged to scale search globally resulting in exponential performance improvements. Mike Moran © 2010 Mike Moran Purpose • Lower operating costs of running global search programs • Increased leverage of portfolio site assets Search Council Responsibilities • Deploy best practices, standard metrics, and tools • Consistent process, reporting, and optimization methods • Coordinate with PR, other agencies, web dev, analytics • Evangelize and educate business units and geographies • Standardized in-sourcing / outsourcing delivery Coordinated Oversight Implemented At
    • 9/23/2013 43 • Incremental page audits – on demand page auditing via automation or agency resources to identify problems with pages outside the Top and Strategic Keywords Lists • Ad Hoc site and diagnostic audits – leverage agency resources to triage site segments for SEO performance beyond the page level • Link building and outreach – leverage external resources to identify and request relevant links from relevant third party sites • Localized and translated research & modeling – working with translation resources to conduct local language keyword research and page mapping • Market assessment modeling – using localized keyword data and keyword demand tools to develop opportunity models to understand missed opportunity in non-core markets Core deliverables (COE-funded) Incremental COE Obligations & Deliverables SEO Consulting • Support development of COE and GBU SEO strategies • Identify SEO tools and GBU optimization best practices • Create models aligning search interest and content • Review PLP relevance and actionable keywords • Sponsor “Lunch & Learn” sessions • Audit underperforming content • Integrate SEO models into COE workflows Basic SEO Services • Conduct org level keyword research • Develop keyword mappings/clusters • Publish text and XML site maps • Monitor blogs, podcasts, videos, pdfs, pages for best practice sharing and process improvement • Align SEO requirements with Global IT infrastructure • Maintain preferred landing page (PLP) keyword mappings for Top and Strategic Keywords SEO Reporting/Analysis • Monitor performance of top and strategic keywords • Provide reports and analysis - KPIs (rankings/ traffic/ conversions) - Compare SEO & PPC results - Compare SEO and social media keywords - Directional metrics • Establish diagnostic signals • Maintain Issue Tracker Mike Moran © 2010 Mike Moran86 Training the extended team is the  main job • Explain why search is important—they all want the site  to be successful and they all search themselves • The specialists on your extended search team need  different training in their own languages: – Copy writers: Keyword rich – Product Managers: Keywords – IT folks: Spider traps – etc.
    • 9/23/2013 44 Mike Moran © 2010 Mike Moran87 What levers do you pull? • If you use “processes” to your advantage, you can use the system against itself – Change existing standards – Leverage compliance systems to enforce • Training and Evangelizing  – Show the negative current situation – Offer focused training sessions Mike Moran © 2010 Mike Moran88 Fix your infrastructure to get your  pages indexed • Set standards to control spider traps: – Ban frames, pop‐ups, JavaScript links, etc. – Regulate Flash, cookies, dynamic pages – Correct robots directives – Redirect pages properly • Enforce standards with existing processes whenever possible
    • 9/23/2013 45 Enabler: Optimize Templates for Scale & Global Sony.de Sony.fr Etc. Page Title and Meta Data recommendations Fully indexable navigation? Ensure all parts of the page are indexable Correct use of Header tags Can search engine’s follow all of the links? Enhancement of cross-links to distribute link equity Data  Input Central Keyword Database Informed Output BASIC DATA •Keyword •Keyword Demand •Page/URL •Owner ADVANCED DATA •Organic Referral •Paid Clicks •Organic Conversions •Paid Conversions BASIC OUTPUT •Duplication Identification •Primary v Secondary  •Pages with multiple primary  keywords ADVANCED OUTPUT •PPC + SEO Co‐Optimization •Organic Keyword Opportunities •Page Optimization Opportunities •Keyword Overlap & Arbitration Provides a central resource combining all major data points for informed decision-making on Paid and organic search priorities Centralized Keyword Management
    • 9/23/2013 46 Is Your Keyword Data Aligned?  • Paid Search Spend $20 million US • Critical/Important Keywords – 1,120 • SEO Team ‐ 98 important keywords • Active Paid Search Keywords – 187,252 • Omniture Keywords – 397,832 (>20 visits) • SEO Tool – 298 keywords (allowance was 10k) • 4,887 keywords in PPC are Top 3 Organic • No coordination between teams After Coordination • 1 to 1 alignment of Tier 1 Keywords • Found 2,783 PPC keywords cannibalizing SEO • Shift saved $180k in first month  • Shift went to 1,016 important words not ranking • SEO revenue Increased 67% w/no loss from PPC • Weekly monitoring of Top 3/Top 3 keywords • Weekly monitoring of new and expensive • Co‐Optimization Monitoring 
    • 9/23/2013 47 Managing the Performance 93 94 Assess your content with metrics • Build or buy an automated program that  regularly inspects your content • Check compliance to all key standards:
    • 9/23/2013 48 Rank checking alerts you to sudden  movements • You can check manually, but automated rank  checking programs save you effort • Increasing personalization is making ranking  harder to measure than in the good old days • Observe changes in your rankings or your  competitors’ 95 96 Assess your referrals and  conversion metrics • Use the Web Conversion Cycle to use  your added search referrals to show the  revenue and costs for each conversion • Use this to compare to the projections  you made and to detect any changes  (positive or negative) that need  attention
    • 9/23/2013 49 Monitor search referrals and  conversions regularly • Overall • By keyword • By search engine • Organic vs. paid 97 If you see referrals and conversions out of sync, it can be worth examining Mike Moran © 2010 Mike Moran98 Use scorecards to “motivate”  teamwork  Keyword Google Rank MSN Rank Yahoo Rank AOL Rank AlltheWeb Ask Rank keyword 1 1,2 58 1 1,2 1,2 100 keyword 2 1,2,6 70 1,5 1,2,6 1,2,6 29 keyword 3 1,2 45 1 1,2 1,2 65 keyword 4 1,2 3 1 1,2 1,2,10 4 keyword 5 3,4 2 2 3,4 3,4 1 keyword 6 18 13 16 20 18 18 keyword 7 1,2,3,4,5,6,7 1,2,3,4,5 1,2,3,4 1,2,3,4,5,6,7 1,2,3,4,5,6,7 1,2,3 keyword 8 3,4 4,6 3 3,4 4,5 12 keyword 9 1,2,10 1,2,3 1,9 1,2,10, 1,2,10 2,4 keyword 10 1,9,10 100 1,7 1,9,10 2,3,4 50 keyword 11 2,3,4 0 2,3 2,3,4 0 0 keyword 12 1 100 1 1 1 0 keyword 13 1,2 20 1 1,2 1,2 47 keyword 14 10 100 9 10 27 100 keyword 15 8 100 11 7 7 100 Keywords with Top 10 Rankings 14 5 13 14 12 4 With KW List Size Factor 0.933333333 0.333333333 0.866666667 0.93333333 0.8 0.26666667 With Browser Share Factor 0.466666667 0.033333333 0.086666667 0.09333333 0.08 0.02666667 Number of Top 10 Rankings 34 12 20 34 31 7 Unit: XX URLs: URL1, URL2, URL3 Search Engine Brand Unit Scorecard Worksheet Current Missed Current Keyword Monthly Annual Visits Visits 10% 25% Google Rank Keyword 1 59,130 709,560 591 58,539 5,913 14,783 25 Keyword 2 41,580 498,960 416 41,164 4,158 10,395 45 Keyword 3 40,050 480,600 401 39,650 4,005 10,013 22 Keyword 4 31,560 378,720 316 31,244 3,156 7,890 88 Keyword 5 23,700 284,400 237 23,463 2,370 5,925 120 Keyword 6 19,860 238,320 199 19,661 1,986 4,965 75 Keyword 7 12,660 151,920 127 12,533 1,266 3,165 46 Keyword 8 7,740 92,880 77 7,663 774 1,935 82 Keyword 9 6,210 74,520 62 6,148 621 1,553 38 Keyword 10 1,230 14,760 12 1,218 123 308 98 Total Searches/Visitors 243,720 2,924,640 2,437 241,283 24,372 60,930 Results Current 10% 25% Visitors 2,437 24,372 60,930 # Leads @ 10%Conversion 244 2,437 6,093 Increased Traffic Potential Estimated Searches Potential Score each business unit every month and publicize the results internally
    • 9/23/2013 50 Create Missed Opportunity Performance Models 99 Create Cost of Not Ranking Models • 3.75% increase clicks would bring additional 111k visitors • Potential for $220k in PPC click costs reduction if ranked better 100
    • 9/23/2013 51 Enabler – Deploy BU Performance Metrics • Leverage Scorecards for governance to ensure consistent global performance goals are achieved. • Helps prioritize resource allocation • Effectively blend paid search and natural search for brand awareness and lead generation 101 IBM’s global search performance increased 500% when BU level performance metrics implemented Slowly change organizational  behavior • Change the rules • Set benchmarks • Review business unit scorecards • Demand improvement • Repeat 102
    • 9/23/2013 52 Summing up SEO Project  Management • Embed SEO into your marketing strategy • Plan your SEO program • Make SEO operational 103 Part 4:  Developing Efficient  Link‐Building Strategies
    • 9/23/2013 53 105 Links Defined • In basic terms, links are the underlined words people click on a website to go to  another.   Technically, they are called "hyperlinks" which is the foundation of how  the web works.  Text Link Image Link Why are links important? • Links are the foundation of the Internet – Links allow users to move site to site seamlessly – Links connect pages with similar and relevant information  • Links are a source of targeted traffic.  – Links from similar themed websites drive relevant and targeted traffic. – Links create exposure and a “referral” scenario from the other site.   • Relevant links raise your natural search engine rankings.  – Links connect you to search engines for inclusion.  – Search engines use links in their relevancy algorithms as a means of  determining “relevance” and “authority” of your site within the peer  sites of a similar topic. 
    • 9/23/2013 54 107 Importance Of Links For SEO Internal Links • Ensures all pages are connected and findable via crawling • Tells SE’s what each page is about and how relevant they are • Identifies primary keyword phrases • Highly relevant links often used at SERPS as “site links” to internal pages External/Incoming Links • Drives traffic from relevant site to your site • Allows SE spider to find pages naturally and in context • Identifies key authoritative pages and site sections • Creates a “contextual link” between similar content that increases relevance for search engines resulting in higher rankings
    • 9/23/2013 55 Google Penguin Updates • 4 Major Variations  • 36+ iterations to the algorithms  • Goal: Identify and remove any value derived  from unnatural links and spam link building  techniques • Reciprocal (Fig 1) – Less important today due to past abuse; value of reciprocal links is usually discounted • Triangular (Fig 2) – Attempt to hide reciprocal linking – easily detectable • One Way (Fig 3) – One way inbound links are usually most valuable Fig 2. B C A Fig 1. A B Fig 3. A B Types of Linking
    • 9/23/2013 56 Link Quality (Popularity + Authority) Important pages are either linked to by a lot of pages or by other important pages – Page A is more important than page B – Page C is more important than Page D B C A D 1 1 1 1 1 1 3 3 External “inbound” links Link Quality (Popularity + Authority) Page Importance (or “Link Value or “Link Juice”) counts… – Page B is more important than page A – Page D is more important than Page C B C A D 1 1 1 6 63 3 6 External “inbound” links
    • 9/23/2013 57 Google Page Rank • Google PageRank™  – Google’s Algorithm for measuring a page’s importance  based on the quantity, quality and contextual relevance  of links – Each “page” has its own score  – Scores are are from 0 – 10 – logarithmic scale • Tool Bar Page Rank – A simulation of Page Rank in the form of a “bar” and  “number 0 to 10”  – Not always accurate and should not be obsessed over  View Google PageRank in Chrome Browser with PageRank Viewer Plugin Current State Assessment IBM CONFIDENTIAL114
    • 9/23/2013 58 Current State Assessment • How many links do we have to the following:  – Home page (and variations) – Key categories – Specific pages  • How many links do we have that are:  – Linking to broken pages  – Linking to the home page vs. category or page Google Webmaster Tools https://www.google.com/webmasters/tools
    • 9/23/2013 59 Bing Webmaster Tools www.bing.com/toolbox/webmaster Open Site Explorer www.opensiteexplorer.com
    • 9/23/2013 60 MajesticSEO www.majesticseo.com Link Research Tools www.linkresearchtools.com
    • 9/23/2013 61 LINK BUILDING STRATEGIES “Give them a Reason to Link” IBM CONFIDENTIAL121 Why should they link?  • Why would anyone want or need to link to you? – Does your content provide topically relevant and trusted information to its audience? – Is your content solve a problem, save time or money? – Is your content interesting or relevant to an audience? – Is your content timely, relevant and/or entertaining? – Would you read your content if it was not yours? – If not, then you don’t deserve links! • Are you an Authority? – Are you well known in your field? – Are you active in committees, forums and blogs? – Have you been quoted in articles, press releases?
    • 9/23/2013 62 Popular Content Ideas • How to & Beginner Guides related to your products and services • Top 10 ways to... [Number + Adjective + Keyword Phrase] • Surveys & Polls and Survey Data • Handy Web Tools & applications that streamline tedious tasks. • Expert Interviews on relevant and timely topics • Awards or Recognition for your industry or customers • Develop your Asset Matrix of valuable content Develop Content to Satisfy Needs How To related searches 80,000 monthly
    • 9/23/2013 63 Content Distribution Strategy • Companies create “transportable” assets each year yet doesn’t always  maximize their portability • When using and distributing marketing assets, always ask yourself some key  questions – Is my content linkable?  • Does this product, news release, event create interest where someone  would link to it? • Have you clearly articulated the proper destination URL for more  information? – Is my content portable? • Do you have anything you can pass along?  PDF?  Video?  Widget? • Have you included “forward to a friend” or other social media capabilities  on  the page? – Have you syndicated your portable content? • Do you have it indexed in Google and/or White Paper aggregators like  Bitpipe? • Do you have videos in YouTube and Google with appropriate meta  information? • Have you included the content in your Pressroom? Digital Asset Distribution 101 • Enable RSS feeds. – Potent permission marketing tool, RSS feeds provide an avenue for ongoing  distribution of assets in context. • Enable social bookmarking. – Ensure you’re using social media tags in footers. – Submit the new page to social bookmarking sites with relevant tags so that others  can find it. • Ensure all digital assets have meta data. – Pull together your relevant words and develop a solid asset title and description. – Update the Meta properties of digital assets.  • Develop social media tags. – Pull together a list of most impactful and relevant tags for the individual asset. – Investigate Technorati, Delicious, and other social media referral sites to identify  which tags are garnering maximum traffic.
    • 9/23/2013 64 LINK BUILDING STRATEGIES “Fix the Ones You Have” IBM CONFIDENTIAL127 Consolidate or Migrate - Consolidate existing links from old or legacy pages or domains and properly redirect them to the proper page or primary domain - Free Management tools: Google & Bing Webmaster Tools Why are they linking here?
    • 9/23/2013 65 Fix Wasted Links Check and repair any broken links – Webmaster Tools Shows you pages that link to the Page Not Found. External Links – Portfolio Family domains Identify all the domains that your company owns as well as key partner sites and acquisitions. Example: http://symphony.lotus.com/software/lotus/symphony/home.nsf/home http://www.telelogic.com/ International Sites Identify your international sites and create links from them to each other for relevant content. Link “context to context” using your international site navigation in the footer or in a SEO friendly pull down
    • 9/23/2013 66 Maximize WW Link Architecture •Leverage enormous power of globally located sites to build link equity •Leverage Partners and Distributed content to increase link equity •Leverage different C block sites in your portfolio Leverage the links between your sites where they are hosted in separate environments. 132 IP & Class C Blocks • The IP address is a numeric address, providing a unique  identification of a computer and the network it resides,  written as  a set of four groups of  numbers separated by dots, for example  129.42.38.121   Typical IP Address 129.42.38.121 A block - 129 B block - 42 C block - 38 D block – 121 • Imaging “C block” as an apartment building and all of the apartments are all “D blocks” this means the potential for these people to know each other and “help” each other achieve a goal is pretty high.
    • 9/23/2013 67 Leverage Business Relationships Business partners Review special deal partners, vendors, and channel partners Conduct training or share linking best practices Trade & Industry associations Identify reputable industry associations, especially the ones where your currently a membership. Review the links you get to ensure they are relevant Industry Events Participate in industry events to get content exposure and links Bloggers and online bios are often great places to get links Business Partners Confirm reciprocation from business partners. Request your business partners to add a link on the relevant page and use the keyword in the anchor text pointing to the IBM small business resources page. Opportunity IBM Page
    • 9/23/2013 68 Industry Associations Industry associations are a great source of links but make sure they use the context in the anchor text. Request the association to add a link and use the keyword in the anchor text pointing to the Point-of-sale page. Opportunity IBM Page LINK Acquisition “Finding Relevance” IBM CONFIDENTIAL136
    • 9/23/2013 69 137 Key Link Acquisition Concepts Quality vs. Quantity • Better from Relevant sites & Authority sites than many non-related or poor quality. Contextual Relevancy • The measure of how well two sites are related in content and Theme Authority & Trustworthy Sites • A site highly rated by a search engine: size, importance, & relevance • Age and perceived “trustability” of the site 138 Choosing Quality Links Authority Sites Site Rated By Size, Importance, & Relevance • Unique content • Many inbound links, especially from other authority sites • Many of outbound links • Inbound links built gradually over time • Usually an older site. Avoiding A Bad Neighborhood • Has been banned • Under a penalty • From a link farm • From a shady industry
    • 9/23/2013 70 Start with Google Review the top positions for key phrase and what links do they have! Identify Quality Shared Links • Identify relevant links with a high PageRank that are linking to top sites in search results. Quality is more important than quantity. * Below are URLs currently linking to the top ranking pages in Google's results for a specific keyword phrase. Sort linking by Google PageRank and Link Score, which helps assess the validity of a site.
    • 9/23/2013 71 Quality Not Quantity of Links PR0 PR1 PR2 PR3 PR4 PR5 PR6 PR7 PR8 PR9 Total PR6+ %PR6+ app server 450 15 149 96 537 148 23 6 0 1 1425 30 2% Google #1 701 27 204 57 63 96 41 23 4 0 1216 68 6% Google #2 223 10 45 31 36 145 143 30 11 28 702 212 30% Google #3 613 38 120 191 100 121 35 3 0 0 1221 38 3% • While the IBM page as more links than anyone, only 2% were links from high-quality sites. Compare your links to those in the top positions of Google or Yahoo! Link Quality Worksheet http://ontolo.com/link-building-tools/link-building-worksheets
    • 9/23/2013 72 Search Modifiers • Leverage “search syntax” in engines to find  relevant content:  Syntax Term Location Results “digital camera reviews” Anywhere on page 1,180,000 allintext: “digital camera reviews” Body Text 1,150,000 allintitle: “digital camera reviews” Only Page Title 821,000 allinanchor: “digital camera reviews” Only In Anchor Text 922,000 allinurl: “digital camera reviews” Only in URL 85,500 Note: Helps find “contextual relevance but not quality” External Blogs/ Sites Google Blog Search Use target keywords to find topically relevant blogs. Sign up ‘Blog Alerts’ to stay updated on potential blogs.
    • 9/23/2013 73 Submission Opportunities Directories • General: Yahoo! & Open Directory Project (Google) Business.com Local Directories • Google • Yahoo! • City Search • AOL Yellow Pages • Super Pages • City Search • Info USA and Info USA Business • MSN Yellow Pages • Yahoo! Yellow Pages .Edu and .Gov Sites • These are valuable since they don’t just link to anyone • Ways to get .edu and .gov links – Provide valuable content to their audiences – Speak at their events, seminars and provide resources – Leverage memberships and alumni organizations 146
    • 9/23/2013 74 147 .Edu and .Gov Sites Provide high-value and relevant information to be linked as a resource 148 .Edu and .Gov Sites
    • 9/23/2013 75 Integrate Search and Social Media/PR 149 Priceline release announcing destinations for Valentines day and Presidents Weekend 1. 20,300 pick ups of digital release in Google 2. 2,589 inbound links to release 3. 3,043 new links to blog 4. 1,500+ new links to destination pages Caution: Google monitoring “excessive links” in releases Buying Links • Simple answer – Don’t buy them – Ever from a link broker or link builder  – If your business depends on traffic from Google • Complex answer – Buy them when: – You negotiated the direct link from a highly  relevant site where you would benefit primarily  from traffic and there is not mention of the sale or  tracking.
    • 9/23/2013 76 151 Avoid Link Spamming Techniques What to Avoid • Link farms • Reciprocal links • Republished or poorly written articles • Inconsequential or repeatedly used press releases • Paid links • Hidden image & text links • Blog spam • Forum spam • Site wide links Best Practices Recap • Link Building is hard and cannot be faked or  rushed • Quality and relevant content generates links • Clean up and fix current links  • Research quality links from relevant sources • Leverage digital press releases  • Leverage social media for real time impact
    • 9/23/2013 77 Part 5: Optimize your Search Program  through Research and Ongoing  Diagnostics What do I Need or Want to know?  1. How are we doing and how to benchmark? 2. How and what is my competition doing? 3. What opportunities am I missing? 4. Key SEO diagnostics to monitor your search health
    • 9/23/2013 78 Benchmarking Current State 1. What are my business goals? a. What do we want from our search program? b. What products and keywords do we need to perform? c. What would be a considered a success? 2. How are we doing today? a. How much traffic and for what keywords? b. What share of search am I getting? c. What are my most valuable words? 3. Where can I get improvements? Create a Traffic BaselineSelect a subset of important keywords related to your business & average traffic Baseline Options: • Average of 3, 6, 12 months • Average of seasonal variations – busy, slow, average • Average of advertising cycles – high advertising, low advertising and/or no advertising
    • 9/23/2013 79 Demonstrate Change over BaselineShow the % Change (Δ) over baseline for all important keywords Change Formula - (Current month divided by baseline) -1 Show overall improvement in your SEO traffic over some baseline period. Cost of Poor Performing SEOShow the incremental PPC budget to make of for organic search traffic Helps demonstrate to management why additional resources should be spent on SEO activities to capture a larger share of traffic that does not have a cost per click.
    • 9/23/2013 80 What is my competition doing? Who is your competition? • Named Competitors – Typically companies management really cares about that compete with you on sales and market share. – Who are your biggest direct competitors IBM vs. HP – The larger the company typically the poorer they do in SEO • Search Results Competitors – These are the companies that rank in the top positions of search engines and may not be a direct competitor – like Wikipedia or a Trade Journal – Need to understand “why they are ranking” and if you can leverage their ranking via advertising or links
    • 9/23/2013 81 What do you want to know? • PPC Advertising Spend – Insight on what your competition is spending on paid search – What keywords do they seem be be performing well for? – What ad messages are they using? • Keyword Lists – What keywords are they using in PPC and/or ranking well for in SEO – How are they performing for various keywords ? – What pages are ranking well – home page or deep pages • Inbound Links – What quality and relevant sites are linking to them? What do you need to know? • Team Size and Bench Strength – How do they manage program? In-house, agency – How many team members? Skills? – How big is the agency and their reputation? • Business & Actionability Value – Leverage their team size to increase mine – Expect lack or quality performance based on team
    • 9/23/2013 82 SEM Rush – www.semrush.com $  163 Keyword Spy – keywordspy.com $  164
    • 9/23/2013 83 PPC Ad Performance Monitoring 165 See which competitor ads are being clicked and converting and which are not! Spyfu– spyfu.com $  166
    • 9/23/2013 84 167 Compete – compete.com $  168
    • 9/23/2013 85 Open Site Explorer – opensiteexplorer.org $  169 Competitive Research Takeaways 1. Care about competitors once your house is in order 2. Monitor performance against your baselines 3. Use multiple tools to “Monitor” competition but don’t obsess over it 4. Spend time diagnosing site performance 5. Share any and all findings with wider audience! 170
    • 9/23/2013 86 Building the Business Case via Opportunity Research Why Calculate Your Opportunity? Calculating opportunity from the start helps… • Make the business case and justify the investment • Focus your activities and identify content gaps • Set expectations – Keeping it real • Prioritize resources to focus on the most value and greatest return
    • 9/23/2013 87 Search Influenced Revenue Keyword Global Demand SE Visits % of Global Demand SE Visits % of Global Demand Est % Visits Added Visits Added Visits Opp. Realized % Gain free mobile software 15,508 0 0.00% 53 0.34% 3% 465 465 53 -89% 100.00% nokia mobile software 3,195 18 0.56% 66 2.07% 7% 224 206 48 -77% 72.73% free nokia software download 1,850 0 0.00% 102 5.51% 8% 148 148 102 -31% 100.00% free nokia n70 software 1,448 0 0.00% 63 4.35% 10% 145 145 63 -56% 100.00% mobile search 1,320 4 0.30% 175 13.26% 3% 40 36 171 380% 97.71% Total 23,321 22 0.09% 459 1.97% 4.38% 1,021 999 437 -56% $1.00 SEVisits for Words Listed Monthly Annual Gain Beginning 22 $22 $264 Projected 1,021 $1,021 $12,255 $11,991 Current 459 $459 $5,508 $5,244 Projected RealizedStart Current 1986.36% Value of a Visit % Gain 4542.16% We may not be able to tie to exact sales but we have “influenced” the sale by brining traffic and matching to needs of searcher. Set time periods May not be very exciting but it does show an improvement that will focus efforts and attention. 6 Parts of the Opportunity MatrixTM 1. Identify your important target keywords (gold words) – These are the words that are critical to your business 2. Determine demand for your gold words – Get data from Keyword Discovery, WordTracker or Google AdWords Suggestion 3. Determine current gold word performance (rank and/or traffic share) 4. Estimate a share of search clicks for your brand 5. Estimate the value ($$) of a visitor to your site 6. Estimate the incremental sales or leads from SEO
    • 9/23/2013 88 SEO Diagnostics WHY ARE WE DIAGNOSING THE SITE? • Did traffic decline to whole site or specific page? • Did rank decline to whole site or specific page? • Did conversions decline for specific keywords? • Did one or more ranks increase or decrease? • Did your page inclusion count increase/decrease?
    • 9/23/2013 89 Webmaster Tools Messages/Alerts Due to ranking loss… Drop For All Keywords Is the site still indexed in the  engines?  Did you substantially change the  site content? Did you change the underlying  site infrastructure? Was there a large change in  linking behavior? Does the site rank for different  queries than before? Drop For Only Some Keywords Did the content of those pages  change?  Is the page(s) still indexed?  Do you syndicate this same  content?
    • 9/23/2013 90 Ranking Checklist Relevance Is the page related to the keyword phrase? Are the current pages ranking for the desired query more  relevant? Are keywords in the key relevance locations? Title,  headings? Authority How many relevant links (and how authoritative are they?) What’s the value of the page to a user? (do more useful  and authoritative pages rank above yours?) SERP display Are the title and snippet compelling and action oriented? Do Sitelinks appear for navigational queries are they  relevant? What universal elements appear on the page?  Are they  yours? Does the site rank for non‐branded queries? Penalty Warning Signs • Search Engine Referrals dropped drastically • Decreasing rankings • Drastic drop in PR (7 -> 1) in three months • Complete loss of page rank – “gray bar” • Loss of pages reported by Google; 500, 250, 50, 1 • Can only find website by URL search • No referrals from Google in previous months • Back links decrease each month, until none reported
    • 9/23/2013 91 Webmaster Tools Traffic Change Crawl Efficiency Checklist Ensure page load times aren’t slow as to reduce number of  pages crawled Ensure server is responsive Return a 304 for unchanged content Use compression Return a 404 for not found content Ensure each page has at least one link Avoid infinite redirects and redirect loops Ensure most important pages are linked from home page No JavaScript redirects or meta refresh redirects (if possible) Reasonable crawl‐delay setting (if used at all) Reasonable use of Google Webmaster Tools crawl setting
    • 9/23/2013 92 Inclusion Test • Test how many pages in the indexed site:www.yourdomain.com Robots.txt Syntax • Common protocol for blocking bots to all or part of your site – Available at www.yoursite.com/robots.txt – Keeps spiders from specific sections of the site – scripts or user profiles – Done wrong, can block bots from entire site  Tip: Unless you need to block them always allow all bots access to all content User-agent: * Disallow: Tip: Unless you need to block them always allow all bots access to all content User-agent: * Disallow: User-agent: * Disallow: /cgi-bin/ Disallow: /go/ Sitemap: http://www.mysite.com/google-sitemap-index.xml
    • 9/23/2013 93 Current Crawl Rate Changes? Using Google Webmaster Tools determine of the crawl rate has increased or decreased. Review Webmaster Tools Crawl Errors
    • 9/23/2013 94 XML Site Map Errors Protocol to inform the search engines of your pages. Google and Bing report “issues” with URLs. Site Map Protocol ‐ www.sitemaps.org Spam Domains (whois.sc or domain tools)
    • 9/23/2013 95 Hacked or Malware Inclusion? Design Challenges Have any of these items been added to  the site?  – Flash – JavaScript Navigation – AJAX & Flex – Dynamic Content  – Cookies, custom plugins – Slow Loading Pages – Graphics vs. text
    • 9/23/2013 96 Monitor HTML Issues • Hidden or small text • Keyword stuffing • Targeted to obviously irrelevant keywords • Automated submitting, resubmitting, deep submitting • Competitor names in meta tags • Duplicate pages with minimal or no changes • Spamglish • Machine generated content Spamming in Its Many Forms …
    • 9/23/2013 97 Manual Penalties Have you been penalized? To Many Links Too Soon Does it make sense this page got 40 new links in 10 days with nearly perfect link text?
    • 9/23/2013 98 Toxic Links www.linkresearchtools.com http://backlinks.webmasterworld.com/google-backlink-tool-penguin-disavow/ SEO Diagnostics Best Practices 1. Reduce barriers to entry for search spiders 2. Check diagnostic issues weekly 3. Monitor your key snippets 4. Monitor your links and link changes 5. Monitor paid and organic optimization 6. Monitor keywords ranking and not performing
    • 9/23/2013 99 Part 6: Getting the Best Results In Search  Through Effective Copywriting and  Optimized Social Media Content Writing for search… oh joy!
    • 9/23/2013 100 The Web is Task Oriented • The consumer is no longer surfing the Web aimlessly; They are on a quest to find, do or buy something! • Success on the Web is achieved when your site is focused on getting visitors to engage And the actions visitors take is the ultimate measure of your sites success Optimization Blend Searcher Business Goals/Content Search Engine
    • 9/23/2013 101 Optimization Blend Searcher Business Goals/Content Search Engine The Reality: An Imperfect Fit “If it can be searched on, it can be optimized for  better marketing performance.” Lee Odden Copywriting = Content Optimized Copywriting = Searchable Content
    • 9/23/2013 102 RELEVANCE Ensuring that your pages are relevant to the query by placing keywords in locations that send strong signals to the search engines. Relevance Questions • Do your on-page elements align with the search industry’s understanding of the algorithm scoring model as represented by accepted best practices? • Is the desired keyword included on the page? • Is keyword included in key elements on page like title and heading? • Is the keyword phrase used in the body copy? • Is the content engaging? • Does the content encourage the next step?
    • 9/23/2013 103 Content Is King • Feed the Spiders – Content is the food of search engine spiders.  – Keywords integrated into the page helps the spider to understand  the topic and relevance of the page. • Opening Paragraph – The first 25 words on a page are important to search engines as they  begin to formulate an idea about what the page is about.  – If there is interesting content at the beginning the user will be more  compelled to dig deeper. Start general and get specific.  How a user sees a website
    • 9/23/2013 104 How a spider sees the site Spiders ONLY care about the text and information on the page. They are not humans – they don’t interpret they only gather and segment patterns. • Identify 1‐2 most important keywords • Front load headline with Primary Keyword • Use keywords in headings, subheads and  throughout the copy • Add links to keywords • TIP: Think about what people are going to type  into a search to find your page. Make sure those  keywords are on that page.  – Matt Cutts, Head of Google Web Spam Team Keywords
    • 9/23/2013 105 Optimal Keyword Locations Illustrated Overlay Source: SEO xRay from SEO for FireFox tool bar Optimize Templates for Scale & Global Reach Sony.de Sony.fr Etc. Page Title and Meta Data recommendations Fully indexable navigation? Ensure all parts of the page are indexable Correct use of Header tags Can search engine’s follow all of the links? Enhancement of cross-links to distribute link equity
    • 9/23/2013 106 Title Tag: Your Secret Weapon • Every page should have a unique title • Each unique title is built around target phrase for that page – This will be a two or three word phrase – “Keep it short, attractive and enticing. – Relevance and Clickability • Most important phrase as far to the left as possible – <title>Absolut Raspberri – Raspberry Flavored Vodka</title> – <title>Laptop Computers – Dell</title> Relevance Best Practices 1. Keyword phrase in far left of title tag 2. <H1> heading tag includes primary keyword phrase 3. Emphasize the primary keyword early in the content and include secondary phrases as you write 4. Create strong and relevant content
    • 9/23/2013 107 Titles Serve a Dual Purpose <title> ABSOLUT RASPBERRI - Raspberry Flavored Vodka </title> Page Headings • Search engines consider Page Headings and related sub-headings to be important signals. • Headings act like a Table of Contents with sections and subsections. • Each page should have one main header tag marked as <H1> and may be followed by subdivision with <H2>
    • 9/23/2013 108 Not Spam, But Bad for Rankings • Splash pages, content‐less home page, Flash intros • Title tags the same across the site • Error pages in the search results (e.g., “Session  expired”) • "Click here" links • Superfluous text like “Welcome to” at beginning of  titles • Spreading site across multiple domains (usually for  load balancing). • Content too many levels deep Optimized Copywriting Steps
    • 9/23/2013 109 • Bullets • Short paragrapha • Easy reading • Lists • Break it up with headings Page Format/Style • What do you want them to do?  • Ask for the sale • You need to tell your searcher  exactly what to do, how to do it,  and that you want them to do it  right now. Add Calls to action
    • 9/23/2013 110 • Write for your target audience • Most  important above the fold – for  websites/blogs • At least 250‐300 words ‐ more is better • Break up copy with bold headings Optimizing Guidelines Page Level Audits • Identify all of the elements which are preventing the page from ranking for the desired keywords • Compare your page to top ranking pages t id tif
    • 9/23/2013 111 “THE” Cisco LAN Switches Page 1 mention of “lan switches” Cisco vs. Top 3 
    • 9/23/2013 112 • Hidden or small text • Keyword stuffing • Targeted to obviously irrelevant keywords • Automated submitting, resubmitting, deep submitting • Competitor names in meta tags • Duplicate pages with minimal or no changes • Spamglish • Machine generated content Spamming in Its Many Forms … Snippet Optimization
    • 9/23/2013 113 Factors Influencing How We Search 1. Relatively little risk 2. We are impatient and easily frustrated • 6.4 seconds before clicking on a link 3. There is a lot of information • Scan an average of 3.9 results • Assimilate an average of 140 words • Included in those words are between 35 to 60 factors and details we have to consider to make a decision How Searchers Search 1. Develop query: 75% of searchers search on 3-word phrases – or more 2. Search and Scan: Searcher filters SERP listing through collection of words in their head – semantic filter 3. Click, Scan, Repeat: Click on the first link that resembles what they are looking for, scan your site and… Engage with your site or go back to SERP
    • 9/23/2013 114 Review your Snippet Periodically • Review your snippet periodically especially if you get low click through • if you don’t rank well use the following syntax to review:  Keyword phrase site:yoururl.com Anatomy of a Listing • Link is pulled from the Title tag • Description comes from one of the following – Compiled from content – Taken from Meta Description – Open Directory Listing – Anything else the engines can find (Alt, navigation)
    • 9/23/2013 115 Maximizing your Search Result  Listing • Description comes from one of the following: – Compiled from content on the page  – Taken from Meta Description – Open Directory Listing – Anything else the engines can find (Alt, navigation) to form a snippet • Optimize the Snippet by:  • Place keyword at the beginning of opening paragraph • Place benefit statements near your main keyword phrases at the top of  the page.  • When an engine takes a snippet for the SERP page, your description will  boost your benefits. • Pinterest – Encourage people to “Pin” – Offer compelling images – Pin new images to relevant  categories – Name images logically Socializing,  Optimizing and Copywriting
    • 9/23/2013 116 • Twitter – Take time and write with the  purpose of getting RT – Use keywords and hashtags – Follow influencers and RT key  influencer tweets Socializing,  Optimizing and Copywriting • LinkedIn  – Profiles and Updates – Use relative keywords in profile – Share updates with links to relative  news with your network Socializing,  Optimizing and Copywriting
    • 9/23/2013 117 1. Findable 2. Readable 3. Understandable 4. Actionable 5. Shareable Not just any copy... great copy that makes  great content