Seo casualty - Gavin Walker


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This is the SEO casualty presentation by Gavin Walker for eBusiness Champions events in SEptember 2010 at DMU in Leicester and at Cape in Nottingham.

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Seo casualty - Gavin Walker

  1. 1. SEO Casualty
  2. 2. Aims <ul><li>Reassurance either that your SEO campaign in on the right track or that you can effectively identify and remedy any failings </li></ul><ul><li>A system of performance monitoring that enables continuous campaign enhancement and keyword refinement </li></ul><ul><li>An emergency plan of action for situations when your website's performance deteriorates either very quickly or seriously (or both) </li></ul>
  3. 3. Keyword Analysis Assess Site Keyword Implementation Link Building Adjust Campaign & Keywords Performance Monitoring Revisit KW Analysis Monitor Competitors The SEO Process for an Existing Website Site SEO
  4. 4. Desirable Keyword Characteristics
  5. 5. Data for your Selected Keywords <ul><li>Search Popularity </li></ul><ul><li>Wordtracker or Keyword Discovery search data for your target market </li></ul><ul><li>Target URL </li></ul><ul><li>The page(s) which you intend should rank highest for each keyword </li></ul><ul><li>Rank Expectation </li></ul><ul><li>The highest ranking position that is realistically achievable for the keyword </li></ul><ul><li>Timescale </li></ul><ul><li>How long will it take to achieve a pre-determined position? Top 10, top 5 or top 3 might be suitable initial targets. </li></ul><ul><li>Seasonality </li></ul><ul><li>Does a keyword need to perform only at a certain time of year. Holiday, gift and clothing sites are typically seasonal, with different keywords coming into play at different times of year. </li></ul>
  6. 6. Checking Keyword Implementation – Webmaster Tools
  7. 7. Checking Keyword Implementation – Webmaster Tools
  8. 8. Checking Keyword Implementation – Google Cache key phrase then select the cache of page to test
  9. 9. Checking Keywords – Google Page Cache
  10. 10. Checking Keywords – Google Text-only Cache
  11. 11. Monitoring IBLs - Yahoo Site Explorer
  12. 12. Monitoring IBLs – Google Webmaster Tools
  13. 13. Monitoring IBLs – Google Webmaster Tools
  14. 14. Monitor Your Impressions, Rankings and Traffic Rankings are mere vanity if they don't result in traffic
  15. 15. Old Style Interface Search results default to 'the web' setting Selection of 'the web' or 'pages from the UK' is by radio button below search box
  16. 16. New Style Interface Search results default to 'the web' setting Selection of 'the web' or 'pages from the UK' is by hyperlink in left side column
  17. 17. Geolocation Influences the Search Results in A search in conducted from the UK
  18. 18. Geolocation Query String Parameters in Adding &gl=us to the query string produces the same search results as those seen by users located in America
  19. 19. Google Webmaster Tool's Search Queries Interface
  20. 20. Google Webmaster Tool's Search Queries Interface
  21. 21. Who Clicks Where 42.1% 11.9% 8.5% 6.1% 4.9% 4.1% 3.4% 3.0% 2.8% 3.0% AOL
  22. 22. Poor Keyword Performance <ul><li>Lack of Impressions Get rid of the keyword and find a replacement </li></ul><ul><li>Low Click Through Rates from the Search Results Experiment with different titles and descriptions, but the issue may be to do with a mismatch between your site and visitor expectations for the keyword </li></ul><ul><li>High Bounce Rates and/or Low Conversions Rates Improve the site's usability, stickiness and appeal to visitors </li></ul>
  23. 23. SEO Disasters <ul><li>Is the damage to your site's rankings, traffic or both? </li></ul><ul><li>Is it just my site that is affected? </li></ul><ul><li>What changes have been made to the site in the preceding days or weeks? </li></ul><ul><li>Has anyone done anything that could have resulted in a search engine ban? </li></ul><ul><li>Visit Google webmaster tools for notification of site bans, malaware or server / crawling issues. </li></ul><ul><li>Use webmaster tools to check for issues with robots.txt files, sitemaps and page spiderability. </li></ul><ul><li>Seek help if you can't diagnose or resolve the issue quickly. </li></ul>
  24. 24. SEO Casualty
  25. 25. SEO for Firefox <ul><li>An extension to the Firefox browser which can display additional information about pages in the search engine results. </li></ul>
  26. 26. SEO Link Analysis Extension for Firefox <ul><li>A Firefox extension developed by Joost de Valk which displays the PR, anchor text (or alt text for image anchored links) and no follow status of links displayed in both Yahoo Site Explorer and Google Webmaster Tools. </li></ul><ul><li>Available from: </li></ul><ul><li>http:// -tools/link-analysis/ </li></ul>