Big Site Seo Strategies


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Big Site Seo Strategies

  1. 1. David Naylor 29 th April 2009 Big Site SEO Strategies for A4UExpo 2009
  2. 2. About Me <ul><li>Owner of Bronco Ltd </li></ul><ul><li>Leading UK Search Marketing & Web Development agency </li></ul><ul><li>Service local, national and international clients </li></ul><ul><li>Industry leader in SEO for 12 years </li></ul><ul><li>Regular speaker at leading search conferences </li></ul>
  3. 3. What is a Big Site? <ul><li>Is a Big site one with 100,000+ ? </li></ul><ul><li>Same principles can be applied to any large inventory / content site </li></ul><ul><li>SEO very important for big sites who don’t have a brand name </li></ul>
  4. 4. SEO – It’s Not Easy <ul><li>Successful SEO involves a long term strategy, it is not quick, easy or cheap! </li></ul><ul><li>Or.... </li></ul><ul><li>You could just pull some feeds together on a website, buy loads links to it, but guess what... </li></ul><ul><li>You’ll get banned! </li></ul>
  5. 5. Choosing Your Affiliate Products <ul><li>Avoid saturated markets </li></ul><ul><ul><li>Makes SEO more difficult </li></ul></ul><ul><ul><li>Hard to differentiate between yourself and other affiliates </li></ul></ul><ul><li>Choose niche markets </li></ul><ul><ul><li>Makes SEO sustainable – it pays for the high cost </li></ul></ul><ul><ul><li>Less competing affiliates </li></ul></ul>
  6. 6. CONSTRUCTING YOUR SITE <ul><li>David Naylor – Big Site SEO Strategies </li></ul>
  7. 7. Choosing your domain name <ul><li>Good SEO starts with a Good site </li></ul><ul><li>Ranking is more important than your brand name </li></ul><ul><li>Domain to include biggest keyword - costly </li></ul><ul><li>Try to pickup a clean dropped domain </li></ul><ul><li>Alternatively a domain with keyword and brand in - cheaper </li></ul>
  8. 8. Seeding your domain name <ul><li>Expired domains - </li></ul><ul><li>Ensure your domain is in Google </li></ul><ul><li>If domain is brand new – </li></ul><ul><li>Get relevant content on it </li></ul><ul><li>Get it seeded in Google </li></ul><ul><li>Start link building to domain while main site being developed </li></ul>
  9. 9. Constructing the Site <ul><li>Get the structure & template right </li></ul><ul><ul><li>Use CSS to get the content at the top </li></ul></ul><ul><ul><li>H1’s in the right place </li></ul></ul><ul><ul><li>All good on page attributes </li></ul></ul><ul><li>Ensure title tags are unique </li></ul><ul><li>URL structure to be keyword rich and canonical </li></ul>
  10. 10. Site Structure <ul><li>All pages to be reached via the home page </li></ul><ul><li>Avoid orphan pages </li></ul><ul><li>Good internal linkage with good anchor text </li></ul><ul><li>Try to even out the structure – like a tree </li></ul><ul><li>Breadcrumbs to organise the site structure </li></ul><ul><li>Include Blog / News for additional content </li></ul>
  11. 11. Invest time in a Product Feed <ul><li>Make it not look like a product feed </li></ul><ul><li>Add value to secure long term profits </li></ul><ul><li>Product pages need unique description and UGC </li></ul><ul><li>Import XML feed into your own database and add to it (developer required) </li></ul>
  12. 12. Disguising Product Feeds <ul><li>Add uniqueness to product page and site </li></ul><ul><li>Differentiate yourself </li></ul><ul><li>Hire content writers for info pages </li></ul><ul><li>Content Spinning for product descriptions </li></ul>
  13. 13. Writing for Content Spinning <ul><li>{DaveN’s Big Sites SEO, a Review| Review of Dave Naylor’s a4u expo presentation on SEO| David Naylor’s talk on SEO at the a4u expo – my views} </li></ul><ul><li>All these titles mean the same thing, but are all unique. Can use similar techniques for re-writing title tags/product descriptions </li></ul>
  14. 14. Advanced Content Spinning <ul><li>Can embed “ors” within “ors” </li></ul><ul><ul><li>e.g. {{DaveN|Dave Naylor} delivered a {informative|boring} speech on SEO at a4u|At a4u, {DaveN|David Naylor} gave an {excellent|long} {talk|rant} on Big Sites SEO} </li></ul></ul><ul><li>Can go one step further and incorporate product names – this makes it more unique </li></ul><ul><ul><li>e.g. {Review of the $product|$product reviewed|My $product review} </li></ul></ul>
  15. 15. Content Spinning Software <ul><li>Fairly simple to create yourself or free software </li></ul><ul><li>Don’t rely on ones that automatically replace words </li></ul><ul><li>Ideally you want 3 word strings to be unique </li></ul><ul><li>Write software that integrates with your site </li></ul>
  16. 16. Pretend NOT to be an Affiliate Site <ul><li>Search engines prefer original content over affiliates’ content </li></ul><ul><li>Important to not appear like an affiliate site: </li></ul><ul><ul><li>301 redirect to the affiliate link on the site </li></ul></ul><ul><ul><li>Bounce the user through while still getting affiliate revenue </li></ul></ul><ul><ul><li>Re-write descriptions </li></ul></ul><ul><ul><li>Re-write categories </li></ul></ul><ul><ul><li>Add your own content (general content on site too) </li></ul></ul>
  17. 17. MANAGING YOUR SITE <ul><li>David Naylor – Big Site SEO Strategies </li></ul>
  18. 18. Managing Product Feeds <ul><li>Good system for updating the feed + site </li></ul><ul><li>Avoid overwriting product descriptions </li></ul><ul><li>Don’t discard old pages </li></ul><ul><li>301 discontinued products to relevant new product </li></ul>
  19. 19. Tracking Visitors <ul><li>Track user’s clicks and “conversions” </li></ul><ul><li>Use Google Analytics to see traffic, keywords and analyse the funnels </li></ul><ul><li>Set up advanced segments to improve site </li></ul><ul><li>Entry pages, bounce rates, exit pages </li></ul><ul><li>Usability and Conversion Rates </li></ul>
  20. 20. SITE OPTIMISATION <ul><li>David Naylor – Big Site SEO Strategies </li></ul>
  21. 21. Manage your site in SERPS <ul><li>Build a tool to track spiders accessing your site </li></ul><ul><li>Are all your pages being spidered? </li></ul><ul><li>Use Webmaster tools to keep an eye on 404’s </li></ul>
  22. 22. Sitemaps <ul><li>Breakdown your sitemaps into smaller ones </li></ul><ul><li>Use a sitemap index file </li></ul><ul><li>Ensure all pages in the site can be reached </li></ul>
  23. 23. Know your Rankings <ul><li>Check traffic driving terms </li></ul><ul><li>Check rankings – be careful </li></ul><ul><li>Target keyterms </li></ul><ul><li>Aim for long tail – large volume, targeted traffic, lower risk </li></ul>
  24. 24. External Links <ul><li>1 st wave to homepage for the domain name from authoritative websites </li></ul><ul><li>2 nd wave Page Rank links to home & internal </li></ul><ul><li>3 rd wave deep links, keyword rich anchor text to many internal categories and pages </li></ul>
  25. 25. Long Tail Ranking <ul><li>Long tail is about the millions of keyphrases out there that will bring you a few visitors </li></ul><ul><li>Bring in most of your traffic </li></ul><ul><li>Easier to rank for long tail keywords than it is for 1 or 2 word keywords </li></ul><ul><li>Based on product titles and helped by unique content on the page. </li></ul>
  26. 26. Make the most of SEO <ul><li>Make sure you convert a high % of traffic </li></ul><ul><li>Split test landing pages </li></ul><ul><li>Test sales messages and calls to action </li></ul>
  27. 27. Any Questions? <ul><li>David Naylor – Bronco Ltd. </li></ul><ul><li>Blog: </li></ul><ul><li>Follow me on Twitter: @davenaylor </li></ul>