SEO Demystified:
Practical Techniques that produce awesome results
Dave Collins, SoftwarePromotions

@TheDaveCollins
Saying “awesome”
is unimaginative.
Do better you can.

@TheDaveCollins
SEO Demystified:
Practical Techniques that produce astonishing results
Dave Collins, SoftwarePromotions

@TheDaveCollins
301

cloak

indexed Pages

link text

algorithm

crawler

inlink

LSI

alt text

doorway

keyword

META tags

analytics

d...
70%
of SEO is

simple
60%
of SEO is

simple
50%
of SEO is

simple
SEOs actually deserve this
You can always
trust a Brit.
@TheDaveCollins
SEO: local or international?

Asked for cash from audience…
You just gave
cash to an SEO?

R€ALLY?
SEO is really ______ ____.

@TheDaveCollins
For every person who
knows what they’re talking
about with SEO, there are
_________ who are talking
out of their _____.
@T...
Flashback to MicroConf 2012…
You want relevant visitors.
Google want relevant visitors to find
you.

SEO
What do users want?
HELP!

60 TRILLION
INDIVIDUAL PAGES
What do Google want?
Google’s role
The SEO’s role
Guiding – not manipulating
Brute
force
doesn’t
work
The user’s role
Google

SEOs

Users
The SEO cycle aligns itself only
when SEOs give Google
what the user is looking for.

@TheDaveCollins
WE DID THIS:
“Looking for a software marketing company?
SoftwarePromotions are the software marketing company that
can pro...
Why fear a slap?
That’s what a slap really fee
So an SEO walks into a bar, pub,
public house, Irish bar, drinking
establishment, restaurant serving
alcohol, beer, whiske...
Not (ever) like this!
Panda, Penguin & friends
Q: How do Google decide who to hit
hardest with Penguin updates?
A: Flip a coin
Q: How do Google decide who to hit
hardest with Penguin updates?
A: Flipper coin
$50,200,000,000
(2012 revenue)
Organic listings may have become
a platform for ad delivery.
But this doesn’t detract
from their value.

@TheDaveCollins
Realism
#1 search engine:
#1 browser:
#1 mobile OS:
#1 ad display network:
#1 web analysis tool:
If the odds of defeating your foe
are insurmountable, it may be
time to try a different approach.

@TheDaveCollins
As if that wasn’t enough…
(not provided)
(not provided)
(not provided)
How do I
deal with
(not provided)?
1: Google Webmaster Tools
2: Google Analytics
3: Keyword rank tracking
4: Keyword research
At this point it begins to get bad
“Google’s results are not the end
of the process. They’re part of
the algorithm.”

@TheDaveCollins
And now there’s Hummingbird
“So what lies ahead, Dave?”
Pain
Less accuracy, more extrapolation
It’s all (mostly) about keywords
The keyword research process
1. Brainstorm (pen & paper)
2. Analytics *
3. Competition
4. Keyword planner
5. Identify prim...
Places to See in Prague
Prague is filled with beauty and can be enjoyed and explored for days, months, or a lifetime.
Prag...
Places to See in Prague
Prague is filled with beauty and can be enjoyed and explored for days, months, or a lifetime.
Prag...
Places to See in Prague
Prague sightseeing is a great idea as Prague is filled with beauty and can be enjoyed and
explored...
It’s also all about content
It’s also about
reputation & authority
The big secret:
How to get good rankings.
Google Webmaster Tools

Familiar?

112
Keyword tools
Power tools
Watch your competition

Open Site Explorer
SEO just works…

@TheDaveCollins
SEO is almost
awesome...

@TheDaveCollins
SEO is really really easy.

@TheDaveCollins
For every person who
knows what they’re talking
about with SEO, there are
thousands who are talking
out of their zone of k...
SEO produces astonishing results
Dave Collins, SoftwarePromotions
dave@softwarepromotions.com

@TheDaveCollins
Seo Demystified
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Seo Demystified

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Adapted from my talk at MicroConf 2013 in Prague.

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Seo Demystified

  1. 1. SEO Demystified: Practical Techniques that produce awesome results Dave Collins, SoftwarePromotions @TheDaveCollins
  2. 2. Saying “awesome” is unimaginative. Do better you can. @TheDaveCollins
  3. 3. SEO Demystified: Practical Techniques that produce astonishing results Dave Collins, SoftwarePromotions @TheDaveCollins
  4. 4. 301 cloak indexed Pages link text algorithm crawler inlink LSI alt text doorway keyword META tags analytics duplicate content keyword cannibalization natural search results anchor text FFA keyword density nofollow astroturfing gateway keyword spam noindex authority Google bomb keyword stuffing non reciprocal link back link Google bowling landing page organic link bot Google dance latent semantic indexing outlink bounce rate Google juice link bait pagerank bread crumbs Googlebot link building proprietary method link condom reciprocal link canonical issues GYM
  5. 5. 70% of SEO is simple
  6. 6. 60% of SEO is simple
  7. 7. 50% of SEO is simple
  8. 8. SEOs actually deserve this
  9. 9. You can always trust a Brit.
  10. 10. @TheDaveCollins
  11. 11. SEO: local or international? Asked for cash from audience…
  12. 12. You just gave cash to an SEO? R€ALLY?
  13. 13. SEO is really ______ ____. @TheDaveCollins
  14. 14. For every person who knows what they’re talking about with SEO, there are _________ who are talking out of their _____. @TheDaveCollins
  15. 15. Flashback to MicroConf 2012…
  16. 16. You want relevant visitors. Google want relevant visitors to find you. SEO
  17. 17. What do users want? HELP! 60 TRILLION INDIVIDUAL PAGES
  18. 18. What do Google want?
  19. 19. Google’s role
  20. 20. The SEO’s role
  21. 21. Guiding – not manipulating
  22. 22. Brute force doesn’t work
  23. 23. The user’s role
  24. 24. Google SEOs Users
  25. 25. The SEO cycle aligns itself only when SEOs give Google what the user is looking for. @TheDaveCollins
  26. 26. WE DID THIS: “Looking for a software marketing company? SoftwarePromotions are the software marketing company that can produce results. No other software marketing company know software marketing like SoftwarePromotions know software marketing. If you value your software marketing, and you should value your software marketing, then have SoftwarePromotions handle software marketing, and see what makes us the software marketing experts. Software Promotions: the software marketing company who know software marketing.”
  27. 27. Why fear a slap?
  28. 28. That’s what a slap really fee
  29. 29. So an SEO walks into a bar, pub, public house, Irish bar, drinking establishment, restaurant serving alcohol, beer, whiskey, wine, liquor, Irish whiskey, sex, naked women, twerking, free sex @TheDaveCollins
  30. 30. Not (ever) like this!
  31. 31. Panda, Penguin & friends
  32. 32. Q: How do Google decide who to hit hardest with Penguin updates? A: Flip a coin
  33. 33. Q: How do Google decide who to hit hardest with Penguin updates? A: Flipper coin
  34. 34. $50,200,000,000 (2012 revenue)
  35. 35. Organic listings may have become a platform for ad delivery. But this doesn’t detract from their value. @TheDaveCollins
  36. 36. Realism
  37. 37. #1 search engine:
  38. 38. #1 browser:
  39. 39. #1 mobile OS:
  40. 40. #1 ad display network:
  41. 41. #1 web analysis tool:
  42. 42. If the odds of defeating your foe are insurmountable, it may be time to try a different approach. @TheDaveCollins
  43. 43. As if that wasn’t enough…
  44. 44. (not provided)
  45. 45. (not provided)
  46. 46. (not provided)
  47. 47. How do I deal with (not provided)?
  48. 48. 1: Google Webmaster Tools
  49. 49. 2: Google Analytics
  50. 50. 3: Keyword rank tracking
  51. 51. 4: Keyword research
  52. 52. At this point it begins to get bad
  53. 53. “Google’s results are not the end of the process. They’re part of the algorithm.” @TheDaveCollins
  54. 54. And now there’s Hummingbird
  55. 55. “So what lies ahead, Dave?”
  56. 56. Pain
  57. 57. Less accuracy, more extrapolation
  58. 58. It’s all (mostly) about keywords
  59. 59. The keyword research process 1. Brainstorm (pen & paper) 2. Analytics * 3. Competition 4. Keyword planner 5. Identify primary keyword 6. Identify supporting keywords 7. Analytics (existing) 8. Analysis 9. Decision: optimise or create 10. Link in. 85
  60. 60. Places to See in Prague Prague is filled with beauty and can be enjoyed and explored for days, months, or a lifetime. Prague weather is sometimes unpredictable, but the city has its charm at any time of the year. The average visitor will only have a few days to discover Prague's many faces, so let's not get carried away... We recommend spending at least three days in Prague. This amount of time will allow you to get to know Prague's main sights and historical areas without feeling rushed. If you've never been to Prague, you shouldn't miss the Prague Castle and Charles Bridge, which can both be easily covered in a day. If you have more than three days available, you can explore Prague in more detail. There are always things to do and places to go and it is a pleasure to just stroll the streets of Lesser Town, Old Town and Hradcany. You can get outside of the historical center and see more of the New Town. A lunch or dinner out in the pleasant residential area of Vinohrady will let you experience the less touristy side of Prague. Prague is a great walking city and we recommend that you bring comfortable shoes and hit the cobblestones. Three days are a good minimum to enjoy Prague's sights and magical atmosphere. Additional time will allow you to head out of Prague and visit some of the other wonderful places in the Czech Republic. Looking for more active things to do in Prague? The main sightseeing areas of Prague are separated by the Vltava River. On the left bank there is the Prague Castle area and Lesser Town. The right bank is home to the Old Town, the Jewish Quarter, and the New Town.
  61. 61. Places to See in Prague Prague is filled with beauty and can be enjoyed and explored for days, months, or a lifetime. Prague weather is sometimes unpredictable, but the city has its charm at any time of the year. The average visitor will only have a few days to discover Prague's many faces, so let's not get carried away... We recommend spending at least three days in Prague. This amount of time will allow you to get to know Prague's main sights and historical areas without feeling rushed. If you've never been to Prague, you shouldn't miss the Prague Castle and Charles Bridge, which can both be easily covered in a day. If you have more than three days available, you can explore Prague in more detail. There are always things to do and places to go and it is a pleasure to just stroll the streets of Lesser Town, Old Town and Hradcany. You can get outside of the historical center and see more of the New Town. A lunch or dinner out in the pleasant residential area of Vinohrady will let you experience the less touristy side of Prague. Prague is a great walking city and we recommend that you bring comfortable shoes and hit the cobblestones. Three days are a good minimum to enjoy Prague's sights and magical atmosphere. Additional time will allow you to head out of Prague and visit some of the other wonderful places in the Czech Republic. Looking for more active things to do in Prague? The main sightseeing areas of Prague are separated by the Vltava River. On the left bank there is the Prague Castle area and Lesser Town. The right bank is home to the Old Town, the Jewish Quarter, and the New Town.
  62. 62. Places to See in Prague Prague sightseeing is a great idea as Prague is filled with beauty and can be enjoyed and explored for days, months, or a lifetime. Prague weather is sometimes unpredictable, but the city of Prague has its charm at any time of the year. The average visitor will only have a few days to discover Prague's many faces, so let's not get carried away... We recommend spending at least three days in Prague for Prague sightseeing. This amount of time will allow you to get to know Prague's main sights and historical areas without feeling rushed. If you've never been to Prague, you shouldn't miss the Prague Castle and Charles Bridge, two Prague sightseeing options which can both be easily covered in a day. If you have more than three days available, you can do Prague sightseeing in more detail. There are always things to do and places to go and it is a pleasure to just stroll the streets of Lesser Town, Old Town and Hradcany. You can get outside of the historical center and see more of the New Town of Prague. A lunch or dinner out in the pleasant residential area of Vinohrady will let you experience the less touristy side of Prague. Prague is a great walking city and we recommend that you bring comfortable shoes and hit the cobblestones. Three days are a good minimum to enjoy Prague's sights and magical atmosphere. Additional time will allow you to head out of Prague and visit some of the other wonderful places in the Czech Republic. Looking for more active things to do in Prague? The main sightseeing areas of Prague are separated by the Vltava River. On the left bank there is the Prague Castle area and Lesser
  63. 63. It’s also all about content
  64. 64. It’s also about reputation & authority
  65. 65. The big secret: How to get good rankings.
  66. 66. Google Webmaster Tools Familiar? 112
  67. 67. Keyword tools
  68. 68. Power tools
  69. 69. Watch your competition Open Site Explorer
  70. 70. SEO just works… @TheDaveCollins
  71. 71. SEO is almost awesome... @TheDaveCollins
  72. 72. SEO is really really easy. @TheDaveCollins
  73. 73. For every person who knows what they’re talking about with SEO, there are thousands who are talking out of their zone of knowledge. @TheDaveCollins
  74. 74. SEO produces astonishing results Dave Collins, SoftwarePromotions dave@softwarepromotions.com @TheDaveCollins

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