TOP 10 SEO MISTAKES AND 
HOW TO AVOID THEM 
1
TOP 8 SEO MISTAKES AND 
HOW TO AVOID THEM 
2
1. CREATING CONTENT WITHOUT 
A CONTENT STRATEGY 
• Keyword Research is Clutch 
• Includes: 
• Business Goals 
• Target Aud...
1. CREATING CONTENT WITHOUT 
A CONTENT STRATEGY 
• Content Gap Analysis 
• What keywords are we 
already ranking for? 
• W...
2. NOT HAVING A 
ROBOTS.TXT FILE 
PURPOSE OF A ROBOT.TXT FILE 
Block Specific Areas of a Website 
The robots.txt file is d...
2. NOT HAVING A 
ROBOTS.TXT FILE 
IMPORTANCE OF A ROBOT.TXT FILE 
• Decreasing Site “Bloat” 
• Discourage Crawlers from Vi...
2. NOT HAVING A 
ROBOTS.TXT FILE 
HOW TO CREATE A ROBOTS.TXT FILE 
SEO Tools Robots.txt Generator: 
http://tools.seobook.c...
2. NOT HAVING A 
ROBOTS.TXT FILE 
DON’T DISALLOW 
YOUR ENTIRE SITE 
! 
# robots.txt 
! 
User-Agent: * 
Disallow: /
3. NOT HAVING AN XML 
SITEMAP 
PURPOSE OF A XML SITEMAP 
• Designed for Search Engines 
• Provide a detailed roadmap 
of e...
3. NOT HAVING AN XML 
SITEMAP 
Example of XML Sitemap: http://generalassemb.ly/sitemap.xml 
(“view-source:https://generala...
3. NOT HAVING AN XML 
SITEMAP 
HOW TO: 
1. Generate sitemap at http://www.xml-sitemaps.com 
2. Upload to your directory of...
4. NOT HAVING AN HTML 
SITEMAP 
PURPOSE OF A HTML SITEMAP 
• Navigation Aid for Users 
• Help Search Engines Find and 
Ind...
4. NOT HAVING AN HTML 
SITEMAP 
EXAMPLE OF AN HTML SITEMAP - www.Apple.com
4. NOT HAVING AN HTML 
SITEMAP 
EXAMPLE OF AN HTML SITEMAP - www.Apple.com/sitemap
4. NOT HAVING AN HTML 
SITEMAP 
HOW TO CREATE AN HTML SITEMAP 
1. Create an HTML Page for your site map 
• www.apple.com/s...
5. CONTENT AMPLIFICATION 
WHY IS THIS IMPORTANT? 
http://moz.com/blog/weighting-the-clusters-of-ranking-factors-in-google-...
5. CONTENT AMPLIFICATION 
TYPES OF CONTENT AMPLIFICATION: 
• Social Media 
• Manual Outreach Link Building 
• Influencer O...
5. CONTENT AMPLIFICATION 
HOW TO DO SOCIAL MEDIA: 
• Include links in all posts 
• Use a solid link shortener, like 
bit.l...
6. SKETCHY LINKING 
PRACTICES 
• White Hat 
• Content 
• Community 
• Relevancy 
• Black Hat 
• Trying to “game the 
syste...
6. SKETCHY LINKING 
PRACTICES 
• Buying Links 
• $$$ Links 
• Goods/services Links 
• Sending a “free” product in 
exchang...
7. DUPLICATE CONTENT 
Problems with Duplicate 
Content 
1. Which version(s) to 
include in indexes? 
2. Direct link equity...
7. DUPLICATE CONTENT 
Causes of Duplicate Content 
• www vs non-www 
• www.widgets.com/blog vs 
widgets.com/blog 
• If bot...
7. DUPLICATE CONTENT 
Causes of Duplicate Content 
• URL Parameters 
www.widgets.com/blog?ref=123 
• Printer-Friendly 
www...
8. IGNORING 404S, ESPECIALLY 
SOFT 404S 
404: Not Found 
• “Regular” 404 
Dude, that page doesn't exist 
anymore 
! 
• “So...
8. IGNORING 404S, ESPECIALLY 
SOFT 404S 
How to Find These Blasted 404’s
8. IGNORING 404S, ESPECIALLY 
SOFT 404S 
How to Find These Blasted 404’s
TWO BUCKETS ‘O SEO 
• Technical 
• Robots. txt 
• HTML Sitemap 
• XML Sitemap 
• Duplicate Content 
• 404s 
• Content 
• L...
QUESTIONS?
Upcoming SlideShare
Loading in …5
×

9/18/14: Top 10 Mistakes in SEO and How to Avoid Them

793 views

Published on

Whitney Eden of GroupM joins us to share the top ten things to think about when approaching SEO.

Whitney is an Organic Search Manager at GroupM, where she develops and drives organic search strategy for Fortune 500 companies. After spending the a couple years being a freelance writer, she discovered SEO as a natural means of content amplification. When she’s not throwing around five-dollar words, she likes to spend her spare time cooking, walking her Corgi, and mixing up gin cocktails.

Follow: @WhitneyCEden

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
793
On SlideShare
0
From Embeds
0
Number of Embeds
354
Actions
Shares
0
Downloads
14
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

9/18/14: Top 10 Mistakes in SEO and How to Avoid Them

  1. 1. TOP 10 SEO MISTAKES AND HOW TO AVOID THEM 1
  2. 2. TOP 8 SEO MISTAKES AND HOW TO AVOID THEM 2
  3. 3. 1. CREATING CONTENT WITHOUT A CONTENT STRATEGY • Keyword Research is Clutch • Includes: • Business Goals • Target Audience • Keyword Volume • Keyword Competition • Website Content • User Intent http://moz.com/beginners-guide-to-seo/keyword-research
  4. 4. 1. CREATING CONTENT WITHOUT A CONTENT STRATEGY • Content Gap Analysis • What keywords are we already ranking for? • What are our competitors ranking for? • What are some frequently asked questions we receive from users? • Can we leverage current events to make our content newsworthy?
  5. 5. 2. NOT HAVING A ROBOTS.TXT FILE PURPOSE OF A ROBOT.TXT FILE Block Specific Areas of a Website The robots.txt file is designed to allow and disallow search engine robots access to files and folders throughout your website. • Allowing allows crawling • Disallowing prohibits crawling
  6. 6. 2. NOT HAVING A ROBOTS.TXT FILE IMPORTANCE OF A ROBOT.TXT FILE • Decreasing Site “Bloat” • Discourage Crawlers from Visiting Certain Pages • Disclaimer for Secure Information • Search crawlers request your robots.txt by default • Links to XML Sitemap
  7. 7. 2. NOT HAVING A ROBOTS.TXT FILE HOW TO CREATE A ROBOTS.TXT FILE SEO Tools Robots.txt Generator: http://tools.seobook.com/robots-txt/ generator/ Google Webmaster Tools Robots.txt Tester: https://support.google.com/webmasters/ answer/6062598 SEO Tools Robots.txt Analyzer: http://tools.seobook.com/robots-txt/ analyzer/ # robots.txt ! User-Agent: * Disallow: Disallow: /search Disallow: /style ! User-Agent: Googlebot Disallow: /css ! User-Agent: Slurp Disallow: / ! User-Agent: msnbot Disallow: /fun ! Sitemap: http://www.example.com/sitemap.xml
  8. 8. 2. NOT HAVING A ROBOTS.TXT FILE DON’T DISALLOW YOUR ENTIRE SITE ! # robots.txt ! User-Agent: * Disallow: /
  9. 9. 3. NOT HAVING AN XML SITEMAP PURPOSE OF A XML SITEMAP • Designed for Search Engines • Provide a detailed roadmap of each page’s • Location • Change Frequency • Priority
  10. 10. 3. NOT HAVING AN XML SITEMAP Example of XML Sitemap: http://generalassemb.ly/sitemap.xml (“view-source:https://generalassemb.ly/sitemap.xml”)
  11. 11. 3. NOT HAVING AN XML SITEMAP HOW TO: 1. Generate sitemap at http://www.xml-sitemaps.com 2. Upload to your directory of choice • Example: http://www.example.com/sitemap.xml 3. Submit to Google Webmaster Tools 4. Once uploaded, add sitemap URL to robots.txt file • Sitemap: http://www.example.com/sitemap.xml
  12. 12. 4. NOT HAVING AN HTML SITEMAP PURPOSE OF A HTML SITEMAP • Navigation Aid for Users • Help Search Engines Find and Index Content • An opportunity to increase the amount of keyword-rich links to preferred landing pages
  13. 13. 4. NOT HAVING AN HTML SITEMAP EXAMPLE OF AN HTML SITEMAP - www.Apple.com
  14. 14. 4. NOT HAVING AN HTML SITEMAP EXAMPLE OF AN HTML SITEMAP - www.Apple.com/sitemap
  15. 15. 4. NOT HAVING AN HTML SITEMAP HOW TO CREATE AN HTML SITEMAP 1. Create an HTML Page for your site map • www.apple.com/sitemap 2. Add a link to every IMPORTANT page on your site. • Limit to under 100 pages 3. Include keyword-rich anchor text 4. Make sure there’s a link to the HTML sitemap in your footer 5. Don’t forget to update the sitemap when you add new webpages.
  16. 16. 5. CONTENT AMPLIFICATION WHY IS THIS IMPORTANT? http://moz.com/blog/weighting-the-clusters-of-ranking-factors-in-google-analytics-whiteboard-friday
  17. 17. 5. CONTENT AMPLIFICATION TYPES OF CONTENT AMPLIFICATION: • Social Media • Manual Outreach Link Building • Influencer Outreach • Ego Bait • Broken Link Building • Organic/Editorial Links • Create shareable/viral content • Be newsworthy/current • Create an authoritative blog http://moz.com/beginners-guide-to-seo/growing-popularity-and-links
  18. 18. 5. CONTENT AMPLIFICATION HOW TO DO SOCIAL MEDIA: • Include links in all posts • Use a solid link shortener, like bit.ly (301 redirects, not 302) • Link to homepage in profile bio • Moar social media best practices www.socialmediaexaminer.com/ social-media-seo/ Does social media really effect rankings? http://moz.com/blog/do-tweets-still-effect-rankings
  19. 19. 6. SKETCHY LINKING PRACTICES • White Hat • Content • Community • Relevancy • Black Hat • Trying to “game the system” • Cloaking • Hidden text • Keyword Stuffing Moz.com Beginner’s Guide to Link Building: http://moz.com/beginners-guide-to-link-building/
  20. 20. 6. SKETCHY LINKING PRACTICES • Buying Links • $$$ Links • Goods/services Links • Sending a “free” product in exchange for writing about it (and linking to it) • Excessive Link Exchange • Guest Post Campaigns • An increasingly spammy practice Linking Schemes: Google Webmaster Tools: https://support.google.com/webmasters/answer/66356
  21. 21. 7. DUPLICATE CONTENT Problems with Duplicate Content 1. Which version(s) to include in indexes? 2. Direct link equity to one page or separate it between multiple? 3. Which version(s) should rank?
  22. 22. 7. DUPLICATE CONTENT Causes of Duplicate Content • www vs non-www • www.widgets.com/blog vs widgets.com/blog • If both www and non-www versions of the URL are 200, you’re splitting link equity. SOLUTION ! 301 Redirect!
  23. 23. 7. DUPLICATE CONTENT Causes of Duplicate Content • URL Parameters www.widgets.com/blog?ref=123 • Printer-Friendly www.widgets.com/print/blog • Session IDs www.widgets.com/blog? SESSID=123 SOLUTION ! Canonical Tags! <link href="http:// www.example.com/canonical-version- of-page/" rel="canonical" />
  24. 24. 8. IGNORING 404S, ESPECIALLY SOFT 404S 404: Not Found • “Regular” 404 Dude, that page doesn't exist anymore ! • “Soft” 404 = Dead-end pages It should be a 404. But it’s returning a 200. I’m so confused! Google: “Soft 404s can limit a site’s crawl coverage by search engines because these duplicate URLs may be crawled instead of pages with unique content.”
  25. 25. 8. IGNORING 404S, ESPECIALLY SOFT 404S How to Find These Blasted 404’s
  26. 26. 8. IGNORING 404S, ESPECIALLY SOFT 404S How to Find These Blasted 404’s
  27. 27. TWO BUCKETS ‘O SEO • Technical • Robots. txt • HTML Sitemap • XML Sitemap • Duplicate Content • 404s • Content • Linking • Content Amplification • Content Strategy
  28. 28. QUESTIONS?

×