Jawad Khan - 10 Steps to Effective SEO

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Jawad Khan - 10 Steps to Effective SEO

This presentation shows how SEO can benifit your business by increasing your organic traffic, online visibility and overall reach to your potential customers.

Visit the site for more information about SEO, and Web marketing.

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Jawad Khan - 10 Steps to Effective SEO

  1. 1. 10 Steps to Effective SEO & Great Rankings How to make SEO work for your business?
  2. 2. Why is SEO so Important?
  3. 3. In Feb. 2011, Google said they had 2 Billion+ searches/day! Global Search Volume GrowthMillions of Searches (Monthly) http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Data via Comscore Qsearch: http://www.comscore.com www.JawadKhan.net
  4. 4. Search Engine Market Share Most of the World (except China, Russia, Korea + Czech Republic) look like this http://www.hitwise.com/uk/datacentre/main/dashboard-7323.html http://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_Januar y_2011_U.S._Search_Engine_Rankingshttp://www.impactmedia.co.uk/blog/search-engine-news/google/search-engine-market-share-statistics-%E2%80%93-february-2011-18271/ http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  5. 5. Organic vs. Paid SearchPaidOrganic http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  6. 6. Organic vs. Paid Search~20% of Clicks~80% of Clicks http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  7. 7. Click-Through Rates Ranking #2, #3 and #4 would send less traffic than just ranking #1http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  8. 8. How Can My Website Compete?
  9. 9. Step 1: Good Isn’t Good Enough; Make Your Content Great.
  10. 10. “Good” Content vs. “GREAT” ContentSatisfies the searcher’s basic Surprises and delights the information requirements searcher by being remarkableWritten by a human and not Produced by extraordinary duplicated elsewhere writers/designers/producers Long enough to fulfill basic May leverage video, audio, needs of engines for graphics & photos to convey a depth/uniqueness unique, shareable experienceGrammatically correct; free of Produced by extraordinary spelling/punctuation errors writers/designers/producers
  11. 11. Searchers LOVE Great Content & People SHARE Great Content http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  12. 12. A Blog Alone Doesn’t Cut It.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  13. 13. You Must Become a Hub for Great Answers on Q+A Content in Your Niche Referenced sites reference by industry its resources Site that offers: blogs • Unique ResearchForum discussions Mentioned in • Informed Opinions link to its pages news • News/Trend Analysis publications • Multimedia ContentLinks are Tweeted People email • Authentic Expert Contributors links to each • Quality Discussion/Interaction otherLiked/Sharedon Facebook Cited at conferences + events http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  14. 14. Step 2: Make that Great ContentAccessible to Search Engines.
  15. 15. Substantive, Descriptive, HTML Text Contenthttp://www.hipmunk.com/ is a great site, but there’s no real text content for engines to see! http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.nethttp://adioso.com doesn’t have a ton more, but there’s at least something for Google/Bing to grab onto.
  16. 16. Clean, Crawlable URLsBetter www.adioso.com/seattle/british-airways-flights www.adioso.com/cat61/british www.adioso.com/cat61/174 www.adioso.com/f?ID=174 www.adioso.com/f?cat=61&?ID=174Worse cdn6.fly.adioso.com/f?cat=61&?ID=174&CustID=5afsdf21 http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  17. 17. Logical, Shallow Information Architecture http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  18. 18. No Duplicate Contenthttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  19. 19. Rel Canonical to the Rescue (Sometimes) http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  20. 20. Proper Redirects (301 v. 302, etc.) Good for Users301 = Permanent Redirect Good for Search Engines Good for Web Servers Fine for Users302 = Temporary Redirect Bad for Search Engines (treated as temporary) Good for Web Servers Fails for non-JS Users (including many mobiles) Javascript Redirect May not be counted by Search Engines Slower on Web Servers Fine for Users Meta Refresh Search Engines Don’t Always Treat as Permanent http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Slower on Web Servers
  21. 21. Effective Error Handlinghttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  22. 22. Step 3: Delight Your Visitors withPhenomenal Design + Usability.
  23. 23. Search Engines Finally Care About Design http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  24. 24. Panda/Farmer Update was a First Step http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  25. 25. Many Usability Basics are Intuitive http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  26. 26. Use Your Analytics to Establish Baselines and Measure Progress http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  27. 27. Step 4: Use Words Your Customers Use; Do Keyword Research.
  28. 28. The Best Keywords Are: High Volume (many searches/month) Low Competition (weak sites/pages in the top 10) High Value (large % of visitors convert)http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  29. 29. Keyword Research Starts w/ the Right Brainstorming Process http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  30. 30. Researching Keyword Volume: Google’s AdWords Toolhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  31. 31. Microsoft AdCenter Keyword Data http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  32. 32. Determining Keyword Difficulty Number of results is meaningless We want to know how “strong” these sites/pages are And how our site’s/page’s metrics compare http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  33. 33. Determining a Keyword’s “Value” 1,000 200 Visitors Searched “Usability Visitors Searched “User TestingTesting” and Arrived at the Site Software” and Arrived at the Site 20 40Visitors Took the Product Tour Visitors Took the Product Tour Conversion Rate: 2 0.2% 5% 10 Visitors Bought the Software Visitors Bought the Software http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  34. 34. Buying PPC is a Great Way to Test How do these visitors perform? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  35. 35. Put the Data Together and Start with Low-Hanging Fruit http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  36. 36. Step 5: Optimize your Pages Properly; Get Keyword Targeting Right.
  37. 37. Title TagsBetter Usability Testing Software | UserTesting.com UserTesting.com | Usability Testing Software Usability Testing Software Usability Testing, Usability Test, User Testing, User Software UserTesting.comWorse NA http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  38. 38. Keywords in the URL Help, TooBetter www.adioso.com/seattle/british-airways-flights www.adioso.com/cat61/british www.adioso.com/cat61/174 www.adioso.com/f?ID=174 www.adioso.com/f?cat=61&?ID=174Worse cdn6.fly.adioso.com/f?cat=61&?ID=174&CustID=5afsdf21 http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  39. 39. Meta Description TITLE: Low Cost Usability Testing - UserTesting.comMETA DESCRIPTION: Usability testing has never been easier.UserTesting.coms online usability testing is the cheapest, fastestway to find out why visitors leave your website. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  40. 40. Meta Keywords? The search engines don’t use these at all (and haven’t since the early 2000s)http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  41. 41. Body Text Keyword Usagehttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  42. 42. Keyword Density vs. TF*IDF vs. Topic Modeling http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  43. 43. Images & Alt AttributesKeywords in alt attributes are surprisingly well correlated with higher rankings http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  44. 44. H1, H2, H3 Headlines Keywords in H(x) tags are not particularly well correlated with high rankings, but may provide some, minor value.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  45. 45. Step 6:Make Search Engine Tools & Protocols Work for You.
  46. 46. XML Sitemapshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  47. 47. HTML Sitemapshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  48. 48. RSS Feedshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  49. 49. Google Webmaster Toolshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  50. 50. Crawl Errors & Error Sourceshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  51. 51. Bing Webmaster Toolshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  52. 52. Step 7: Earn Citations Engines Can See;Build Links, Tweets, Likes & Shares.
  53. 53. From 1999 – 2008, What Page Ranked #1 for the Queries “Exit” and “Leave”? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  54. 54. From 1999 – 2008, What Page Ranked #1 for the Queries “Exit” and “Leave”? http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  55. 55. Ahh… The Power of Linkshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  56. 56. What Makes a Great Link? Editorially given From a trusted source Uses descriptive anchor text Points to the right pagehttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  57. 57. Google + Bing Now Counting Facebook & TwitterDanny Sullivan: If an article is retweeted or referenced much inTwitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?Google: Yes, we do use it as a signal. It is used as a signal in ourorganic and news rankings. We also use it to enhance our newsuniversal by marking how many people shared an article http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  58. 58. SEO Properties of Classic HTML Links URL Rel=“Nofollow” (the link target) (a tag that indicates search engines shouldn’t trust/count this link) <p><a href=http://www.seomoz.org rel=“nofollow”> SEOmoz’s Website </a> is a good resource for those seeking to learn more about search engine optimization.</p> Anchor text Surrounding Text (tells the engine what (may provide context on this link is about) the link’s relevance) http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  59. 59. SEO Properties of Facebook Shares URL (the link target) Shares (how many users have shared the link) http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  60. 60. Step 8: Don’t Go it Alone;Help Your Community Help You.
  61. 61. Spread Your Message Across the Web News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! Webinars Forums (Find Your Audience Organically on the Web) Document SharingSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html Type-In Traffic Q+A Sites
  62. 62. Blogs & Blog Commentshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  63. 63. Forums & Discussion Boardshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  64. 64. Social Profiles & InteractionFacebook Company Page Google Profile SlideShare Profile Twitter Profile Crunchbase Page Reddit AccountLinkedIn Company Page Quora Profile StumbleUpon Account YouTube Account About.me Page StackExchange Account Crunchbase Page Scribd Profile Wikipedia Profile http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  65. 65. Answer Questions on Q+A Sites http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  66. 66. Syndicate Your Content Dozens of sites syndicate SEOmoz’s blog helping to send links and traffic back to the sitehttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  67. 67. Step 9: Get Analytics Set Up Right; Track What Matters.
  68. 68. Key SEO Metric #1: Visits / Search Engine These ones here!http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  69. 69. Key SEO Metric #2:Keywords Sending 1+ Visits / Search Engine This One! http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  70. 70. Key SEO Metric #3:# of Pages Receiving Traffic from Each Engine This One! http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  71. 71. Tracking Keyword Rankingshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  72. 72. Critical: Set Up “Goals” / “Conversions” http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  73. 73. Understand Your Website’s Conversion Funnel Home Page List of Cheeses Hours + Directions 15% 10% Hopefully, this means a customer is going to come buy some cheese! http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  74. 74. Step 10: The Web is Not Static; Test & Improve
  75. 75. More Traffic Home Page List of Cheeses Hours + Directions 15% 10%More visits to the home page means more people will decide to visit http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  76. 76. A Better FunnelHome Page List of Cheeses Hours + Directions 25% 20%A better “conversion rate” means more peoplewho already visit the site will come to the store! http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html www.JawadKhan.net
  77. 77. A/B Split Testing Resources:http://visualwebsiteoptimizer.com/ - Awesome tool – easyto use, popular, good pluginshttp://www.optimizely.com/ - Another great option withexcellent visuals http://unbounce.com/ - Hosted, so no dev required! Very easy to use and well made http://www.google.com/websiteoptimizer - Free, but sometimes complex/confusing http://www.sitespect.com/ - Don’t personally have experience with this one http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  78. 78. Test Marketing Channels Step #1: Discover Find inbound marketing paths that look promising and make a list. Step #2:TestInvest a few days/hours building authentic value in that niche/sector. Step #3: Measure Use your web analytics to track primary + second-order impact Step #4: Repeat Throw out low ROI projects; repeat high ROI ones.
  79. 79. Ranking Well is Not Enough
  80. 80. We Must DESERVE to Rank in Order to Win in the Long Run www.JawadKhan.net

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