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SEO Auditing<br />Post Panda and Best Practices<br />Fionn Downhill<br />CEO, Elixir Interactive<br />@fionnd<br />6/16/20...
What Happened?<br />
Back to Basics<br />What makes a page successful?<br />
On-Site Improvements<br />
Keyword Research<br />
HTML Title Tag<br /><ul><li> Most important optimization element
 First thing users see
 Should be unique for each page </li></li></ul><li>Meta Description<br /><ul><li> Provides search engines with context
 Used in results page listings
 Should be unique for each page </li></li></ul><li>Meta Keywords<br /><ul><li> Mostly deprecated tag
 No more than 3 per page</li></li></ul><li>Header Tag - <H1><br /><ul><li>Reinforces  theme of page
Provides additional context
Use keyword variations here</li></li></ul><li>ALT Text<br /><ul><li> Be descriptive and accurate of the image
 Do not keyword stuff
 Assists visually impaired users
 Can provide additional context to the spiders</li></li></ul><li>Copy<br /><ul><li> Be concise and use proper grammar/spel...
 Break up large chunks with lists
 “Sprinkle” targeted keywords – no stuffing
 Incorporate relevant links</li></li></ul><li>Site Auditing<br />
Auditing Basics<br /><ul><li>Robots.txt
XML Site Maps
CSS & JS
Meta Tags
HTML Syntax
SEO Optimization
Usability
Programming Issues
On Site Linking</li></li></ul><li>SEO Tools<br />
Google WMT<br />
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Site Auditing and Panda Survival tips

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Site Auditing and Panda Survival tips

  1. 1. SEO Auditing<br />Post Panda and Best Practices<br />Fionn Downhill<br />CEO, Elixir Interactive<br />@fionnd<br />6/16/2011<br />
  2. 2. What Happened?<br />
  3. 3. Back to Basics<br />What makes a page successful?<br />
  4. 4. On-Site Improvements<br />
  5. 5. Keyword Research<br />
  6. 6. HTML Title Tag<br /><ul><li> Most important optimization element
  7. 7. First thing users see
  8. 8. Should be unique for each page </li></li></ul><li>Meta Description<br /><ul><li> Provides search engines with context
  9. 9. Used in results page listings
  10. 10. Should be unique for each page </li></li></ul><li>Meta Keywords<br /><ul><li> Mostly deprecated tag
  11. 11. No more than 3 per page</li></li></ul><li>Header Tag - <H1><br /><ul><li>Reinforces theme of page
  12. 12. Provides additional context
  13. 13. Use keyword variations here</li></li></ul><li>ALT Text<br /><ul><li> Be descriptive and accurate of the image
  14. 14. Do not keyword stuff
  15. 15. Assists visually impaired users
  16. 16. Can provide additional context to the spiders</li></li></ul><li>Copy<br /><ul><li> Be concise and use proper grammar/spelling
  17. 17. Break up large chunks with lists
  18. 18. “Sprinkle” targeted keywords – no stuffing
  19. 19. Incorporate relevant links</li></li></ul><li>Site Auditing<br />
  20. 20. Auditing Basics<br /><ul><li>Robots.txt
  21. 21. XML Site Maps
  22. 22. CSS & JS
  23. 23. Meta Tags
  24. 24. HTML Syntax
  25. 25. SEO Optimization
  26. 26. Usability
  27. 27. Programming Issues
  28. 28. On Site Linking</li></li></ul><li>SEO Tools<br />
  29. 29.
  30. 30. Google WMT<br />
  31. 31. Google WMT<br />
  32. 32. Google WMT<br />
  33. 33. Bing -Tools for Webmasters<br /><ul><li>adCenter Keyword research tool
  34. 34. Plugin for Excel 2010
  35. 35. Video tutorials
  36. 36. Bing’s Webmaster Tools
  37. 37. Inbound links tracking
  38. 38. Integrated into Webmaster Tools account
  39. 39. Up to 20,000 inbounds/URL tracked
  40. 40. Shows external links to your site
  41. 41. Export all data
  42. 42. Bing Index Explorer
  43. 43. See what URLs we have in our index from your website
  44. 44. See Page Details
  45. 45. Discovery and crawl dates
  46. 46. Header responses
  47. 47. Number of external links pointing to page
  48. 48. Keywords and traffic to page
  49. 49. Average rank of page in SERPs
  50. 50. RecrawlURL request
  51. 51. Block cache and/or URL function
  52. 52. Export all data
  53. 53. Submit URL tool
  54. 54. Crawl Management
  55. 55. Manage query string parameter handling
  56. 56. IIS SEO Toolkit – integrated with IIS for Windows servers
  57. 57. Crawls your site, tells you what needs attention
  58. 58. Submit sitemaps directly to Bing via your account
  59. 59. Webmaster Tools and Features request forum
  60. 60. Tell us what you want and what we should revise
  61. 61. Paid Search Tools
  62. 62. Keyword research</li></ul>Microsoft Advertising Intelligence is a keyword research and optimization tool that operates seamlessly in Microsoft Office Excel 2010. It provides keyword expansion, research, pricing, KPI data and more<br /><ul><li>Desktop bid management</li></ul>Save time by managing your Microsoft adCenter campaigns in an easy-to-use desktop application. Work faster, edit and create campaigns with ease, get performance alerts and research new keywords<br /><ul><li>Bid management</li></ul>Atlas Search is a web-based tool that allows you to manage your pay-per-click bids and listings in the top-tier search engines and shopping portal sites, all in one place, with measurable results<br />
  63. 63. Bing-SEO Documentation<br />This five part series walks you through a detailed approach to performing an SEO review for any site.<br />Bing Webmaster Toolsalso offers deep content coverage on the following important topics and information related to our data.<br />Part 1Part 2 Part 3Part 4Part 5<br /><ul><li>Using Bing Webmaster Tools – overview
  64. 64. Webmaster Tools Data: Dashboard
  65. 65. Webmaster Tools Data: Crawl
  66. 66. Webmaster Tools Data: Index
  67. 67. Webmaster Tools Data: Traffic
  68. 68. Link Building
  69. 69. Removing or blocking a page from our index
  70. 70. Blocking content from Bing (robots.txt)
  71. 71. Search Engine Optimization (SEO) guidance
  72. 72. Tell us how to handle URL parameters
  73. 73. Rich Snippets (www.schema.org)
  74. 74. Tell Bing your Site's locale
  75. 75. Managing Canonicalization (duplicate content)
  76. 76. Using the <rel="nofollow"> tag
  77. 77. AJAX management for Webmasters
  78. 78. Managing redirects
  79. 79. 404 page management
  80. 80. Rich Media and Search
  81. 81. …and much more…</li></ul>This four part series helps you understand how to approach optimizing a large website.<br />Part 1Part 2Part 3Part 4<br />Bing Webmaster Center FAQs <br />Guide to Using Bing Webmaster Tools<br />Link Building Overview<br />Keyword Research Guide<br />SEO Links and Guidance<br />
  82. 82. Linking Tools<br />
  83. 83. Were you “Pandalized”<br />
  84. 84. If you think you were fine before and you are not now, you have done something wrong or in Google’s view you have breached their guidelines. Get over it and start auditing.<br />
  85. 85. Panda-Case Study<br />http://www.practicalecommerce.com/articles/2657-SEO-Case-Study-One-Store-s-Struggle-with-Google-Updates<br />
  86. 86. <ul><li>Content on product pages pulled from publishers description
  87. 87. Traffic dropped 38%
  88. 88. Pages with pulled content all dropped
  89. 89. This was okay before not now</li></li></ul><li>
  90. 90.
  91. 91. Other Spam Signals <br />Check for:<br /><ul><li>Duplicate content from pages in your own site.
  92. 92. Oversaturating for keywords.
  93. 93. Excessive grammar, spelling, and punctuation errors.
  94. 94. Missing meta titles and descriptions.
  95. 95. Duplicate content from off-site (including checking whether off-site pages have duplicated your pages).
  96. 96. Poor user performance (time on site, bounce rate, etc.).
  97. 97. An excessively high “ad to content” ratio.
  98. 98. Read more: http://www.searchenginejournal.com/google-panda-2-2-why-the-pandobsession-has-to-stop/30480/#ixzz1PBdIugvV</li></li></ul><li>Key Take Away….<br />Before you worry about Panda you must audit your site first. <br />On Site SEO is vital to success<br />Do not forget Bing now 30% of traffic<br />Broaden your reach with digital assets<br />Google is great until it goes away, follow their rules or perish in their updates<br />Panda is an ongoing iteration of the Google algorithm to improve quality<br />
  99. 99. Thank You<br />SEO Auditing<br />Fionn Downhill<br />CEO, Elixir Interactive<br />fionn@elixirinteractive.com<br />(602) 494-6326<br />@fionnd<br />www.linkedin.com/in/fionndownhill<br />SEO Auditing<br />

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