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Alternative discovery and_seo_fee-stephan_spencer Alternative discovery and_seo_fee-stephan_spencer Presentation Transcript

  • Blog & Feed SEO By Stephan Spencer, Founder & President, Netconcepts
  • Blog SEO
    • So easy a child could do it
    • 16-year old blogger
    • Passive income: ~$1000/month from Google AdSense
    • Effort required: 1 hr/month
    • Thank you, Google!
    My daughter, SEO-in-training
  •   View slide
  • #5 for “neopets” #3 for “neopets cheats” #6 for “neo pets” etc. View slide
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  • Biggest SEO Mistakes
    • Leaving title tags to be auto-generated (from the post name, category name, etc.)
    • Squandering your “crawl equity” by letting pages get indexed that don’t deserve to be (“Email this page” etc.)
    • Having multiple “homes” for your blog
    • Not using unique “Optional Excerpt” to minimize duplicate content
    • Not using rel=nofollow to direct PageRank flow
  • Biggest SEO Mistakes
    • Over-reliance on date-based archives
    • No stability in keyword focus on category & tag pages
    • Suboptimal URLs (too long, too many words, too many directories)
    • Only one RSS feed, and it’s un-optimized
    • Hosting blog/feed URLs on a domain you don’t own
    • Using suboptimal anchor text when linking internally
  • What Are We Waiting For?? Let’s Fix Your Blogs & Feeds!
  • Rejig Internal Linking Structure
    • Tag clouds & tag pages & tag conjunction pages (e.g. “UTW Theme Compatibility Thing” WordPress plugin)
    • Related Posts (e.g. “Yet Another Related Posts” plugin)
    • Top 10 posts (e.g. “Popularity Contest” plugin)
    • Next & Previous / pagination (e.g. “WP-PageNavi” plugin)
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  • Tags point to Technorati tag pages Tags point to internal tag pages
  • A tag page
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  • Optimize Title Tags
    • Blog name at the end of the title, not at the beginning
    • Tag name should go in title on a tag page
    • Customize with additional keywords for display only on your home page
    • Override title tags w/ custom one ( “SEO Title Tag” WordPress plugin)
  • “ SEO Title Tag” plugin for WordPress
    • Allows you to override the title tag with a custom one on any post, static page, tag page, category page, etc.
    • Now updated to work with WordPress 2.6
    • Can even define a custom title on ANY url
    • Reverses the order of the blog name and the title, or drop the blog name altogether, or replace it with a shorter nickname
    • Can use category’s description as the title on category pages
    • Has a Mass Edit admin and an Options page to change settings
    • Download at www.netconcepts.com/seo-title-tag-plugin/
  • “ Thin Slicing”
    • Make quick decisions. Don’t overthink.
    • Only really works if you’re an expert
    • E.g. hand-optimize title tags across hundreds of pages quickly (prioritized)
    • Focus on your title tags, H1s and URLs
    • Don't obsess, doesn’t have to be perfect. Instead, iterate.
    • If you don’t have an admin interface, use a spreadsheet and do a database import
  • Thin slicing title tags
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  • Great name for the blog!
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  • Optimize URLs
    • URL affects searcher clickthrough rates
    • Short URLs get clicked on 2X long URLs (Source: MarketingSherpa, used with permission)
  • Optimize URLs
    • Further, long URLs appear to act as a deterrent to clicking, drawing attention away from its listing and instead directing it to the listing below it, which then gets clicked 2.5x more frequently.
      • http://searchengineland.com/080515-084124.php
  • Optimize URLs
    • Subdomain? Subdirectory? New domain? Domain of your blog host?
      • www.metlife.com/blog vs. StayingFitBlog.com
      • Got a blogspot.com or wordpress.com URL? You benefit from their domain authority, but you’re forever wedded to them!
    • Rewrite to contain keywords, hyphens not underscores
    • Maintain legacy URLs even after switching platforms
    • Keep post slugs relatively short (e.g. “Slug Trimmer” or “Clean Trunks” plugin)
  • Optimize URLs
    • Test and optimize URLs, but don’t lose link juice to previous URLs. 301 previous URLs to latest. No chains of 301s.
    • WordPress handles 301s automatically when renaming post slugs
    • Mass edit admin for URLs (post slugs) in WordPress – via the “SEO Title Tag” plugin (www.netconcepts.com/seo-title-tag-plugin)
  • Thin slicing URLs
  • Optimize Anchor Text
    • Make the post’s title a link to the permalink page
    • Use SEOMoz Backlink Anchor Text Analysis tool or BLA (tools.seobook.com/backlink-analyzer) to look for opportunities to request revisions to anchor text on inbound links
    • Internally link back to old, relevant posts within the body of a blog post. Don’t use “here” or “previously” etc. as the anchor text!
  • Post title is anchor text. “ Permalink” is yucky anchor text!
  • “ Sculpt” Your PageRank
    • My preference is to have rel=nofollow...
      • On links in trackbacks, comments (by default on most platforms)
      • Where the link would be reciprocal
      • On links to date-based archives, assuming you have category and tag hierarchy (noindexing/disallowing is not enough!)
  • Minimize Duplicate Content
    • Code your Main Index Template to display “Optional Excerpts” on everything but permalink page
    • For each post, write unique content (i.e. paraphrase), don’t just use the first couple paragraphs (i.e. Don’t use the <!--more--> tag!)
    • Meta robots noindex & rel=nofollow are your friends
      • Date-based archives
      • “ OR” Tag conjunction pages (e.g. netconcepts.com/tag/seo|articles)
      • Printer-friendly versions
  • Improve the Keyword Focus
    • Heading tags
      • category name on category page
      • Yes for post titles, no for dates!
    • Emphasis tags within posts (bold, strong, etc.)
    • “ Sticky” posts
      • Always appear at the top of the page
      • A way to add keyword-rich intro copy to a category page or tag page
      • e.g. “WP-Sticky” or “Adhesive” plugin
  • Sticky post
  • Optimize Your RSS Feeds
    • Full text, not summaries
    • 20 or MORE items (not just 10)
    • Multiple feeds (by category, latest comments, comments by post)
    • Keyword-rich item <title>
    • Your brand name in the item <title>
    • Your most important keyword in the site <title> container
    • Compelling site <description>
    • Don’t put tracking codes into the URLs (e.g. &source=rss)
    • An RSS feed that contains enclosures (i.e. podcasts) can get into additional RSS directories & engines
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  • Thank You!
    • For an ebook on Google power searching, SEO checklists & worksheets, and audio recording, executive summary & transcript of thought leaders teleconferences on SEO & blogging, drop me your business card or e-mail your request to [email_address]
    • To contact me: stephan@netconcepts.com
    • Download...
      • PPT: http://www.netconcepts.com/learn/seo-mistakes.ppt
      • Article: http://searchengineland.com/070823-082758.php