Search engine optimization (seo) workshop 2


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Gab Goldenberg's class on SEO

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  • Ask how many people are in class and send half out Have remaining half open a click test page and show where they would click. Send them out and have other half come back in, and open a second test, showing where they would click. “ We’ll come back to the results in a moment. First, we need to discuss permission marketing.” Go back and forth between results pages, show similarity
  • Search engine optimization (seo) workshop 2

    1. 1. Search Engine Optimization (SEO) Workshop By Gabriel Goldenberg Gab
    2. 2. Where We’re Going Today
    3. 3. Where We’re Going Today <ul><li>Where does SEO fit in marketing? </li></ul><ul><ul><li>Interruption vs permission marketing </li></ul></ul><ul><ul><li>Who finds ads annoying? Who ignores ads? </li></ul></ul><ul><ul><li>Why do SEO? </li></ul></ul>
    4. 4. Where We’re Going Today <ul><li>Under The 600 HP Hoods of Modern Search Engines: </li></ul><ul><ul><li>- Content discovery </li></ul></ul><ul><ul><li>- Crawling </li></ul></ul><ul><ul><li>- Indexing </li></ul></ul><ul><ul><li>- Ranking </li></ul></ul><ul><ul><li>- Filtering and Penalizing </li></ul></ul>
    5. 5. Where We’re Going Today <ul><li>How do we do SEO? </li></ul><ul><ul><li>Same as offline marketing campaign: </li></ul></ul><ul><ul><ul><li>Research </li></ul></ul></ul><ul><ul><ul><li>Plan </li></ul></ul></ul><ul><ul><ul><li>Execute </li></ul></ul></ul><ul><ul><ul><li>Measure </li></ul></ul></ul><ul><ul><ul><li>Optimize </li></ul></ul></ul>
    6. 6. Where We’re Going Today <ul><li>We will do group work to: </li></ul><ul><ul><li>Research – Keyword ideas and value </li></ul></ul><ul><ul><li>Measure – Link building efforts </li></ul></ul>
    7. 7. INTRO Image:
    8. 8. Interruption Marketing Via
    9. 9. Via
    10. 10. Via
    11. 11.
    12. 12. An Experiment With Fonts & Font Size <ul><li>Group M, please visit </li></ul><ul><li>Group R, please visit </li></ul>
    13. 13. Do Ads Annoy You? Scam ads. Screenshot via
    14. 14. Permission Marketing Via
    15. 15. Via
    16. 17. Search: The New Yellow Pages
    17. 18. Why do SEO? <ul><li>Highly Effective - Permission </li></ul><ul><li>98% of clicks on page 1. When did you last click # 53? </li></ul>
    18. 19. Under Search Engines’ Hoods
    19. 20. How Search Engines Work <ul><li>Finding out about content </li></ul><ul><li>Visit </li></ul><ul><li>Decide what it’s about </li></ul><ul><li>Store it </li></ul><ul><li>Rank it against other sites on the topic </li></ul><ul><li>Get the query and add query-based filters: </li></ul><ul><ul><li>Geo, personalized search, video, news etc </li></ul></ul>
    20. 21. Finding Content <ul><li>There are over a dozen different ways that search engines will discover new content </li></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Chrome / toolbar visits </li></ul></ul><ul><ul><li>Searches </li></ul></ul><ul><ul><li>Tweets </li></ul></ul><ul><ul><li>Submissions </li></ul></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><li>More ways: </li></ul></ul>
    21. 22. Full case study:
    22. 23. Crawling Content <ul><li>Q: How do search engines know what is on a webpage? </li></ul><ul><li>A: With spiders and robots. </li></ul>Via
    23. 24. The Index <ul><li>Where information on the web is stored. </li></ul>
    24. 25. Rankings <ul><li>Rankings depend on Relevance and Importance. </li></ul>
    25. 26. Relevance <ul><li>Relevance is the minimum threshold for a page to be considered to be shown. </li></ul>Image via:
    26. 27. Relevance Signals <ul><li>Signals of a page’s relevance include </li></ul><ul><li>Content on the page </li></ul><ul><li>Clickable text (aka anchor text) in </li></ul><ul><ul><li>internal links </li></ul></ul><ul><ul><li>external links </li></ul></ul><ul><li>The relevance of pages and sites that link to the page </li></ul>
    27. 28. Rankings <ul><li>Rankings depend on </li></ul><ul><li>Relevance and </li></ul><ul><li>Importance </li></ul>Via
    28. 29. Rankings <ul><li>It’s not enough to have a relevant page… </li></ul><ul><li>You need to be The. Most. Important. Page. </li></ul>
    29. 30. What’s The Most Important Page?
    30. 31. The most visitors? Via
    31. 32. The most known brand? Good analysis here: Via
    32. 33. The one paying Google the most?
    33. 34. The hottest designed page? Via
    34. 35. Importance <ul><li>Importance in rankings depends on what others say. </li></ul>
    35. 36. Links Via
    36. 37. Factors In Link Building <ul><li>Amount </li></ul><ul><li>Prominence and location </li></ul><ul><li>Authority </li></ul><ul><li>Relevance of linking site, page, person </li></ul>
    37. 38. Social Signals <ul><li>Importance depends on social media signals like tweets and Facebook shares </li></ul>
    38. 39. Visitor Data <ul><li>Browsers and toolbars </li></ul>
    39. 40. Rankings Cat & Mouse
    40. 41. Penalties and Filters <ul><li>Penalties for guideline violations </li></ul><ul><li>Filters for geo, language, news etc. </li></ul>Via
    41. 42. How do we do SEO?
    42. 43. How do we do SEO? Step 1: Research
    43. 44. Research: Keyword Ideas <ul><li>Tools </li></ul><ul><li>Get 2-3 partners </li></ul><ul><li>Pick 3 products you’ve all researched or bought online (suggest: not CPG) </li></ul><ul><li>Visit Google’s general keyword tool: </li></ul><ul><ul><li> </li></ul></ul><ul><li>Enable Cost Per Click columns, months, and brainstorm keywords for each product </li></ul>
    44. 45. Research: Keyword Ideas <ul><li>People </li></ul><ul><li>Switch products with the group sitting next to you </li></ul><ul><li>Brainstorm & write down all keywords and modifers – 15 mins – note who came up with each keyword </li></ul><ul><li>Good work gets candy! </li></ul>Via
    45. 46. Research: Keyword Ideas <ul><li>Competitors </li></ul><ul><li>Google some keywords </li></ul><ul><li>Visit sites </li></ul><ul><li>Read navigation / sitemaps </li></ul>
    46. 47. Research: Keyword Value <ul><li>Individually: Write answers to these questions about your group’s products: </li></ul><ul><ul><li>Have you bought this product/service before? If so, how many times? </li></ul></ul><ul><ul><li>How often do you buy this product/service? </li></ul></ul><ul><ul><li>Are you a new or returning client to the last place you bought from? </li></ul></ul><ul><li>Put answers aside- we’ll return to them soon. </li></ul>
    47. 48. Research: Keyword Value <ul><li>Lego: Big mistake or PPC intricacies? </li></ul>
    48. 49. Research: Keyword Value <ul><li>CPC data, Surveys and Competitor Review </li></ul><ul><li>Compare keyword ideas with keyword value info from surveys and G CPCs </li></ul>
    49. 50. Designing Sites for SEO
    50. 51. Keep It Simple <ul><li>Text links </li></ul><ul><li>Avoid Flash & Frames </li></ul><ul><li>Use keywords liberally </li></ul><ul><li>Answer the query </li></ul><ul><li>Organize for users </li></ul><ul><li>When in doubt, delete. </li></ul>
    51. 52. Clinique Revolution Full disclosure: They are a current client.
    52. 53. Link Building <ul><li>‘ Why would anyone link to me?’ </li></ul>
    53. 54. That’s What They Do <ul><li>Directories of websites and resources: </li></ul><ul><ul><li>General: Yahoo </li></ul></ul><ul><ul><li>Niche: Hockey-Community’s Hockey Blogs </li></ul></ul><ul><ul><li>Discounts for students </li></ul></ul>
    54. 55. What is a “Hub”? It’s the center of a wheel.
    55. 56. What is a “Hub”? A wheel made up of pages and links.
    56. 57. Why Hubs Matter To SEO <ul><li>A Partial History of Google’s Algos </li></ul><ul><li>PageRank: Absolute scores </li></ul><ul><li>Offtopic pages can rank with high PR </li></ul><ul><li>Hilltop: Relevance within a field </li></ul>
    57. 58. Hubs Link Within A Field So Hub Links And Relevance Correlate <ul><li>Topical relevance can be measured using hub links </li></ul>Larry King Bob Vila PageRank: General Fame HillTop: Niche Expertise
    58. 59. Tool: Competitive Link Finder
    59. 60. Tool: Competitive Link Finder <ul><li>Pros: </li></ul><ul><li>See actual linking pages </li></ul><ul><li>Sorted by SEOmoz’s mozRank and mozTrust </li></ul><ul><ul><li>Saves time </li></ul></ul><ul><li>Cons: </li></ul><ul><li>Starts at $99/mo > competitors </li></ul><ul><li>Fewer results than competitors </li></ul>
    60. 61. And Sites With Other Purposes’ Motivation? <ul><li>Sweeeeeeet content. </li></ul>
    61. 62. News 500K links, per
    62. 63. Tutorials
    63. 64. Studies
    64. 65. Compliments or Controversy <ul><li>Jason Cherniak from Liblogs </li></ul><ul><li>Jason Calacanis of Weblogs Inc. </li></ul>Via Via
    65. 66. Practice: Link Analysis <ul><li>In groups, download these four CSV files and visit the URLs. </li></ul><ul><li>Why did they get each link? What was remarkable? </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    66. 67. And If You Don’t Create Content? <ul><li>Suppliers </li></ul><ul><li>Customers </li></ul><ul><li>Friends </li></ul>
    67. 68. Assumed: Initial Attention Distribution doesn’t happen on its own. You have to ask. And for many of us, that’s uncomfortable.
    68. 69. Why is it uncomfortable?
    69. 70. Why is it uncomfortable? Typically because we’re interrupting. Via
    70. 71. The solution? Permission. <ul><ul><li>Relationships: BuzzStream, ConnectedHQ </li></ul></ul><ul><ul><li>Social Media & Reciprocity </li></ul></ul><ul><ul><li>Subscribers – RSS and Email </li></ul></ul>