Refer to this article for more details on each item in the list: http://prdaily.com/Main/Articles/10711.aspx The list on that page is older – I’ve removed dead links and added a couple new ones to this current list.
2014 SEO 101 - Solid Cactus
what does duane do at
bing Bing Webmaster Tools Speaks at shows, runs forums and blog, provides guidance on new WM www.bing.com/toolbox/webmasters tools Does he have a clue? 14+ years as an inhouse SEO; ran seo at MSN; has helped Disney, GAP, Walmart + http://www.linkedin.com/in/dforrester @duaneforrester And this helps me how? Blogging since 2001; owns 150 domains; makes money online http://twitter.com/DuaneForrester
Man’s History of Marketing Billboards
Throwing rocks Smoke signals Trading goods Mercantile shops Mail order catalogues Image credit: www.conducthq.com Radio Television Social Email SEO PPC
• • Keyword stuffing all
the rage SE submissions help rankings • • SEO software works very well for #1 placements cloaking makes its appearance • • • Google and MSN Search launch Word spreads that links help rankings DMOZ launches and starts directory movement • Dawn of modern search engines w/Altavista Death of SE submissions • • • First paid link network appears • • • Google Toolbar shows PR – drives link requests Google fights spam with Florida update; hurts legit sites Blogging takes off Text Link Ads creates network link buying • • First SEO conference held: SE Strategies • Google notes the “sandbox” Link Farms appear 1994 1995 1997 1998 1999 2000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 • • • XML sitemaps jointly supported by all engines Nofollow tags appear; PR sculpting follows G Jagger/BigDaddy updates seek link spam • • • Google’s “Brand” update uses “trust signals” to restack SERP around brands • Universal search appears Text Link Ads banned by Google Wikipedia shows the future – domain authority through content depth • • • Canonical tag appears Caffeine rolls out allowing faster indexing – “real time” search is here Tweets integrated showing future of social influencing search • • • • • Google launches G+ G launches +1, tells sites they rank better displaying it Bing partners with Facebook to integrate social signals into SERPs rich snippets starting to be used by sites • • • • • Social signals Mobile Gestures Voice Bing expands social inclusion with FB, Twitter & 4Square Rich Snippets impacting SERPs Data credit: gossip.greenlightdigital.com/blog/the-history-and-evolution-of-seo/ ?
Orange • Paid ads –
you pay per click for traffic • Auction-based system • Higher bid; higher placement Green • • • • Organic results SEO works here Trusted results Clicks are free Red M o r e O r g a n i c • • • Shopping results Combination of organically sourced and paid inclusion results Not as wide a net as organic, but more focused than paid ads
1. SEO isn’t an overnight
• Build social followers &
fans organically • Wall posts/tweets with links are perceived as more credible and useful • Get the basics of SEO covered, then focus on content • Its worth repeating: unique, compelling content still works
• The engines really respond
to unique, useful content • Your visitors respond to this as well • It’s a wise investment of your time • Don’t take shortcuts – limit syndicated content image credit: http://mashable.com/2011/01/10/social-content-strategy/
• The Internet is B.I.G.
Slice and dice to find your niche. • Plenty of niche areas to explore/exploit – start your fight where you can dominate • Choose your voice wisely; don’t be afraid to express an informed opinion • Watch what users respond to, then amplify along those lines
• Know exactly what users
are searching for • Data can help you uncover new niches or refine your focus • Helps keep you focused on creating compelling content • Got writers block? Check your keyword research for inspiration
• Start with your Home
page, categories, products, etc… • Then…when you have numbers… • Every area of your site has a value - $, PV, Emails, etc. • Determine what the value is • Sort your site by value to see what really matters • Organize work around high-value areas first
• SEO is not just
• Crawlability – – –
• Skip m. domains •
m. domains produce unwanted duplication • Responsive design is your friend • HTML5 can help
Authority Building Short List Know
the topic inside out Engage your community Share useful content freely Be consistent and useful Market your strengths Be a go-to resource Learn to spot trends in data
Search – you’re trying to
solve… When optimizing your site for search, you invest in these major areas QUALITY TRUST POPULARITY TIMELINESS Content Links Appearance Authority Usefulness Resource Traffic Repeat Visits Links Current Fresh Relevant
• Signal of topical authority
• Real-time – engines want fresh content, fast • Integrated social signals influence click actions of searchers • Social signals remain only a few of thousands of signals for organic ranking How users click on your results can impact rankings and when we show cues like your Facebook friends with results, click rates can be impacted.
• Different sources must be
handled differently • Organic traffic is building trust • Paid traffic is ready to open their wallets • Email traffic is ready to buy…now • Ensure your conversion path is short and sweet • Off the shelf carts can usually be tweaked to gain improvements in conversions.
6 seconds to start a
18 Social Media Management Tools
Alexa.com Board Reader Sysomos Facebook Insights Follower Wonk Google Insights How Sociable Ice Rocket trends Buffer • • • • • • • • • Klout Peerindex Kred Mention Map Social Mention Statigram Twitter Counter Tweetreach Visual.ly
Q&A Special Offer 20% off
any monthly SEO package. Scott Sanfilippo Co-Founder, Solid Cactus firstname.lastname@example.org Duane Forrester Senior Product Manager, Bing Webmaster Program @duaneforrester Call now! 855-886-3030 *with Years 12 four month contract Million $20.5 Experience In Sales 500% Average ROA 3+ Years Client Tenure