Advanced SEO Strategies


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  • SEO is a monster, there’s thousands of:Onpage Factors to considerLink Building Avenues & methodsSEO is constantly evolvingThe game is changing, things are becoming more socialCompetition is growingWebsites need to have unique value propositionBecoming more transparent, more people are tracking ROI
  • We break SEO down internally into 3 segments:Tactical (40%) – Your research, the most important part imoStructucal (20%) – The onpage changes that have the impact (these cannot be executed without the Research)Promotional (40%)– Using PR/Social/Link Building to propel your content into the web
  • Tactical SEO is about preparation, how do you know which keywords to target or execute upon without the correct research?You do the research, use the tools then decide which actions to take.Goals & Objectives – What are the goals & objectives of your site?Opportunities – What are the opportunities for growth & keyword developmentPermutations – What language are people using to find your products & services?Gaps – Do you have long tail gaps in your current content or is your content too thin/not engagingInternal Search – What are YOUR users looking for when they use your site. Are they not finding what they’re looking for?Competitors – What search terms are your Competitiors targeting & why?Industry – What search terms are key in your industry?Seasonal Terms – Do terms for holiday accommodation in byron bay peak at certain times of the year? Are you planning around this? Do you have a content or SEO schedule?What’s the intent? Are people using commercial or informational terms to find your site Microsoft Adlabs has a commerical intent tool
  • During the process of Keyword Research you’ll need to compare data sources, DO NOT rely on a single source for all your data. The above example shows how Google’s Keyword data varies differently to Hitwise CI data (there’s no download related keywords, preorder keywords or price related keywords?). If you ran a price comparison website then the data on the left wouldn’t be very actionable for you?
  • Unfortunately the homepage is often the most underused pageQuick Exercise:Look in your analytics at the top performing productsLook at the top things people search for internallyResearch the keywords around these productsFor example you notice that you sell a lot of digital SLR cameras, you do your research & see the term “digital slr camera” & “digital slr cameras” are the top traffic permutations of digital cameras. You can now bring this content forward & link via the homepage using the anchor text.
  • Tactical content is the art of using existing content that you have in your database & segmenting it towards a tighter or more targeted keyword focus.Lets use the example above, you have a generic real estate site that lists everything at once when you search. Land, Apartments, Rentals etc. It’s easy to segment this data & create static pages for each group of terms. Have a static landing page that just shows apartments, one that shows land, one that shows rentals. You can then take the tactical content even further by generating location specific & state specific permutations.
  • Once you identify any tactical content area’s it’s pretty easy to bring this content forward & promote it. Homehound is a great example of this break things right down to a granular level. If you don’t have content around a specific term then how do you expect to rank for it?
  • Internal linking & navigation is key to good rankings. The Adobe reader example is a great example of the power of anchor text.
  • Advanced SEO Strategies

    1. 1. Advanced SEO Strategies<br />Stuart McKeown, Product Director <br />Edward Lakman, Sales Director<br />29th July 2009<br />
    2. 2. Agenda<br /><ul><li>SEO Fundamentals
    3. 3. Tactical SEO
    4. 4. Structural SEO
    5. 5. Promotional SEO
    6. 6. Analytics & Conversion Optimisation</li></li></ul><li>SEO is Complex<br />
    7. 7. Structural<br />Promotional<br />Tactical<br />Fundamental Components<br />Sub Domains vs Sub Folders <br />Meta Data<br />Keyword Focus<br />URL Structure<br />Navigation Structure<br />Accessibility<br />Sitewide Optimisation<br />Internal Linking Focus<br />Social Media<br />Video Syndication<br />Press Releases<br />Social Bookmarking<br />Directory Submissions<br />Article Submissions<br />Competitive Analysis<br />Keyword Research<br />Keyword Gaps<br />Content Gaps<br />User Generated Content<br />Segmenting Content<br />
    8. 8. Tactical<br />Preparation / Planning / Execution<br />Improved rankings = more targeted traffic = more sales<br />
    9. 9. Advanced Keyword Research<br />Research<br />Tools<br />Actions<br />Goals & Objectives<br />Opportunities<br />Permutations (i.e. cheap)<br />Gaps in current Content<br />Internal Search<br />Competitor Search Terms<br />Industry Search Terms<br />Seasonal Fluctuations<br />Commercial or Informational <br />Hitwise CI<br />Search Intelligence<br />Clickstream Data<br />Google Keyword Tool<br />Google SK Tool<br />Analytics Data<br />MSN Keyword Estimate<br />MSN Forecaster<br />Optimise Meta Data<br />Generate New Content<br />Restructure Site<br />Segment Customers<br />Plan Seasonal Offers<br />Increase Conversions<br />Improved rankings = more targeted traffic = more sales<br />
    10. 10. Compare Data Sources<br />Data sources can be wildly different, always include multiple sources during the keyword research & selection process.<br />Improved rankings = more targeted traffic = more sales<br />
    11. 11. Prepare in Advance<br />Plan SEO Activity & SEO<br />Promotions Early.<br />
    12. 12. Bring your Best Content Forward<br /><ul><li>Typically 90% of the backlinks to a website are pointed at the homepage.
    13. 13. The homepage is often one of the most underused SEO advantages
    14. 14. What are your top converting or performing pages? Bring them closer to the homepage to take advantage of that link juice
    15. 15. Use descriptive anchor text, avoid using language like click here or more info</li></ul>Improved rankings = more targeted traffic = more sales<br />
    16. 16. Identifying Tactical Content<br /><ul><li>Use database driven templates to generate additional content or sections that target a specific keyword theme.
    17. 17. Can you use your existing content better by segmenting it towards a different keyword focus?
    18. 18. Can you break keywords down to a city or suburb level (i.e. real estate melbourne)
    19. 19. Are you showing too much content on one page that could be split out into multiple pages?
    20. 20. Does your keyword research identify keyword gaps that can easily be filled?</li></li></ul><li>Tactical Content Creation<br /><ul><li>Tactical content can be highly targeted for relevancy (i.e. Holiday Homes in Lorne)
    21. 21. Structure static pages for the content variations (i.e.
    22. 22. Template your <title> tags (i.e. Holiday Homes in Lorne
    23. 23. Include key terms in H1 tags & content
    24. 24. Bring the content closer to the homepage
    25. 25. Include your top converting content as sitewide links in your navigation</li></ul>Improved rankings = more targeted traffic = more sales<br />
    26. 26. Use Descriptive Internal Linking<br /><ul><li>Avoid language like more info or click here
    27. 27. Use product names as internal anchors
    28. 28. Identify pages with similar content themes & use varying anchor text between them.
    29. 29. Good internal linking also increases pageviews per user (more banner impressions)
    30. 30. Use internal linking to silo pagerank into your content themes & tactical content </li></ul>Improved rankings = more targeted traffic = more sales<br />
    31. 31. Comparing SEO to other Channels<br /><ul><li>Tag all your campaigns so you can get a holistic view of everything from your analytics suite (i.e. utm_source=banner)
    32. 32. Compare Organic against Paid, Search against Display & Search/Display against Email
    33. 33. Use this data to remove non-converting sources for each campaign type & improve ROI
    34. 34. This can easily help you win more budget for search when you show how it outperforms more traditional methods
    35. 35. Measure the impact that conversion optimisation can have across multiple channels not just search</li></li></ul><li>Leveraging SEO through PPC<br /><ul><li>You can run tests quicker on new products & offers – SEO could take months to run a test
    36. 36. You can run different messages in parallel
    37. 37. You know your top converting terms
    38. 38. You know the copy that works best
    39. 39. You know which landing pages convert best
    40. 40. SEO compliments your Paid results by reinforcing your position
    41. 41. PPC Cost can reduce over time as the campaign becomes optimised</li></li></ul><li>Structural<br />Accessibility / Layout / Navigation<br />Improved rankings = more targeted traffic = more sales<br />
    42. 42. Identify your SEO Red Flags<br />There’s over 100 structural factors that can impact SEO performance, some of these include:<br />URL Canocalisation<br />URL Structure<br />301 Redirects<br />Title Tags &lt;title&gt;<br />Javascript Menus & AJAX<br />Navigation, Category & Brand Structure<br />
    43. 43. Canocalisation<br />This page:<br />Can technically exist at 8 locations:<br /><br /><br /><br /><br /><br /><br /><br /><br />Not redirected properly & this can lead to duplicate content & usability problems<br />
    44. 44. URL Structure<br />!ut/p/kcxml/04_Sj9SPykssy0xPLMnMz0vM0Y_QjzKLd4x3tXAESYGYRq6m-pEoYgbxjgiRIH1vfV-P_NxU_QD9gtzQiHJHR0UAFwCmzg!!/delta/base64xml/L3dJdyEvd0ZNQUFzQUMvNElVRS82X0FfNENR<br /><br /><br /><br /><br />
    45. 45. 301 Redirects<br /><ul><li>Fixing URL Canocalisation
    46. 46. Changing URL Structure
    47. 47. Moving a Sub Domain
    48. 48. Moving to a new Domain
    49. 49. Redirecting an old domain</li></li></ul><li>Title Tags<br />Home<br />Cars, Car, Cars Online, Car Dealers, Buy a Car<br />Ebay Australia, Cars, Bikes, Electronics, DVD’s & More<br />Online Auctions, Buy & Sell Online at Ebay Australia<br />Title tags need to be relevant to the top traffic driving terms that are relevant to your site – keyword research is key here. <br />
    50. 50. Javascript Menus & AJAX<br />Search Engines can’t execute Javascript<br />
    51. 51. Navigation & Category Structure<br />‘Grab the handle & spin the cup for navigation’<br />Clear, usable & search engine crawlable navigation with rich anchor text<br />
    52. 52. Promotional<br />Link Building / PR / Social Media<br />Improved rankings = more targeted traffic = more sales<br />
    53. 53. Is it Natural?<br /><ul><li>Spiky link profile – indicates either paid links or heavy social media activity, highly dependant on how big the spike is in links but Google can detect this. Penalises untrusted sites quicker.
    54. 54. Linear link profile – Link growth is never this linear
    55. 55. Logarithmic / Geometric – Typical link profiles look like this, slow to start and build up over time at the site becomes a more trusted source of content.</li></ul>Improved rankings = more targeted traffic = more sales<br />Image Copyright<br />
    56. 56. Link Quality Factors<br />“Backlink profiles are being scrutinised more than ever & paid links are easy to detect.”<br />Permanance<br />Named Anchor Text<br />Anchor Text Spread<br />Contextually Relevant<br />Domain Authority<br />In Content<br />Surrounded by Relevant Content<br />Temporary links indicate paid links or low trust<br />Does the link have relevant anchor text (i.e. Car Hire Melbourne)<br />Natural link profiles have varied anchor text<br />Is the domain linking in highly relevant to yours?<br />Is the domain linking in Strong / High Authority / Backlinks<br />Is the link within content or in the sidebar (could indicate paid)<br />Is the content surrounding the link relevant?<br />Improved rankings = more targeted traffic = more sales<br />
    57. 57. Outside the Box Link Building<br />Hiring journalists to write eye grabbing, sharable content<br />Bookmark the content on Digg, Stumbleupon, Tweetmeme & Reddit<br />Contact blogs and websites and promote the content (hint: offer incentives)<br />Create useful tools that your industry will use and link to (i.e. mortgage calculators)<br />Offer prizes and incentives to get people talking about your content<br />Improved rankings = more targeted traffic = more sales<br />
    58. 58. Analytics & Conversion Optimisation<br />Analysis / Actionable Data<br />Improved rankings = more targeted traffic = more sales<br />
    59. 59. Channel Conversion Rates<br />0.5%<br />TV<br />1%<br />Display<br />Conversion Optimisation<br />2.5%<br />3.1%<br />PPC<br />1.2% Increase to Conversion Rates<br />2.5%<br />Organic SEO<br />Huge increase to bottom line<br />3%<br />Email<br />2%<br />XML Feeds<br />
    60. 60. Segmentation Analysis<br />News visits up 50.85%<br />Lead visitation down by 20.35%<br /><ul><li>Aggregated data rarely provides the insights that you need
    61. 61. Use segments & filters to split up sections of your site for deeper analysis
    62. 62. Notice trends within specific product categories that aren’t apparent with unfiltered data
    63. 63. Identify areas of your site that underperform against any metric that you set</li></li></ul><li>A/B Testing<br /><ul><li>You can run tests quicker on new products & offers – SEO could take months to run a test.
    64. 64. You can run different messages in parallel
    65. 65. You know your top converting terms
    66. 66. You know the copy that works best
    67. 67. You know which landing pages convert best
    68. 68. SEO compliments your Paid results by reinforcing your position
    69. 69. PPC Cost can reduce over time as the campaign becomes optimised</li></ul>Image Source -<br />
    70. 70. Multivariate Testing<br /><ul><li>Test multiple colours, variations and combinations across your user base
    71. 71. Multivariate tests allow hundreds of thousands of combinations to be tested</li></li></ul><li>Improving Conversion Rates<br />58% Conversion rate increase<br /><ul><li>Thousands of potential variations can be tested
    72. 72. Having controlled testing environments is the key to success – change, test, analyse, action
    73. 73. Layout is just one part of the equation, notice in the example above how use of language can also have a huge impact on conversion rates
    74. 74. Other factors to consider – removing noise on the page (navigation etc), adding testimonials, reducing ‘barrier to entry’</li></ul>Image Copyright<br />
    75. 75. Questions?<br />
    76. 76. Now You Know<br /><br />