2010 10-09 seo the secret sauce (svcc-2010)


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2010 10-09 seo the secret sauce (svcc-2010)

  1. 1. SEO the secret sauce<br />Applied Search Engine Optimization<br />Presented by Massimo Paolini<br />MPThree Consulting Inc.<br />www.mpaolini.com<br />408-256-0673<br />
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  5. 5. What we will cover<br />Definition<br />Two Audiences<br />Architecture (or a plan)<br />Would you like to know who the audiences are?<br />
  6. 6. Definition<br />Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. <br />
  7. 7. Google’s technology is based on keywords that you type. Instantly giving you results.<br />
  8. 8. SEO<br />SEO is very time consuming, there are no shortcuts. Time = Money<br />
  9. 9. SEO<br />A word once on a page is a word on a page<br />A word twice is a mention<br />A word three times is a keyword<br />
  10. 10. Recency and Relevance<br />The search engines want to give you the customer the most recent and relevant content in their index related to your “keyword”<br />Recent is easy. If we both publish an article on the same subject but 2 minutes apart, if mine was the later one mine will be on top<br />Relevance is more complex.It’s a combination of votes in the form of links to your content, of keywords included in the content and other factors.<br />
  11. 11. Two audiences<br />Human<br />The most important<br />Pays the bills<br />More complex<br />Spots fakes<br />Pays the bills<br />Machine<br />Constantly changing<br />Very predictable<br />Very important<br />
  12. 12. Architecture<br />A foreword about architecture.<br />Ideally you would build your site from the ground up with SEO in mind.<br />Most of us don’t making the work harder and more expensive later.<br />Each main page has ONE keyword and stands on its own.<br />Each is supported by multiple pages/posts supporting the primary keyword.<br />Just like pillars supporting a structure, you need pages supporting each other.<br />More later with internal linking.<br />Blog<br />Home<br />About<br />Service<br />
  13. 13. What we covered<br />Definition<br />Two Audiences<br />Architecture<br />Next<br />Practical research – Google Search Engine<br />How to use Google’s Search Engine to start your research. <br />
  14. 14. The tools – Suggestion box<br />Use Google’s own search engine:<br /><ul><li>Suggestion box</li></ul>Is a powerful tool to help you understand what other people search for.<br />For the following slides we’ll use Search Engine Optimization as the example<br />
  15. 15. The Tools – Wonder Wheel<br />This is for both the human & machine<br />More tools are hidden from the default view on the SERP:<br />Note: This is only available with “Instant turned off”<br />Click “Search tools”<br />Click “Wonder Wheel”<br />
  16. 16. The Tools – Wonder Wheel<br />This is for both the human and machine<br />This shows relationships between keywords. <br />Filter the results with common sense:<br /><ul><li>SEO Tools doesn’t work since I don’t have tools
  17. 17. SEO Forum is for conversation, no
  18. 18. Meta tags, no
  19. 19. SEO tips, no
  20. 20. SEO pricing, no
  21. 21. Google SEO – YES
  22. 22. SEO Tutorial, no
  23. 23. SEO software, no</li></ul>THIS IS NOT A SCIENCE!<br />
  24. 24. The Tools – Wonder Wheel<br /><ul><li>Google Webmaster, no
  25. 25. Google Adwords, no
  26. 26. Google SEO tips, no
  27. 27. Google SE submission, maybe
  28. 28. Google SE, maybe
  29. 29. Google Meta tags, no
  30. 30. Google Sitemap, no
  31. 31. Google rankings, maybe</li></ul>Start a list.<br />
  32. 32. The Tools – Wonder Wheel<br />From the previous items and this one we have:<br /><ul><li>Google SEO
  33. 33. Google Rankings
  34. 34. Improve Google Rankings
  35. 35. Website Rankings
  36. 36. SE Rankings</li></li></ul><li>Definition<br />Two Audiences<br />Architecture<br />Practical research – Google Search Engine<br />Next:Use Google’s tools – Insight for search<br />
  37. 37. The Tools – Google Insights for Search<br />Google for Advertisers is a great site, lots of good tools.<br />We will work in the “Insights” area<br />http://services.google.com/advertisers/us/<br />
  38. 38. The Tools – Google Insights for Search<br />
  39. 39. The Tools – Google Insights for Search<br />This is a very powerful tool. <br />Start by simply typing your search.<br />You will need to do this for every keyword on your list<br />
  40. 40. The Tools – Google Insights for Search<br />If a search returns:<br />“Not enough search volume to show graphs.”<br />You are possibly looking at a long tail keyword.<br />
  41. 41. A little detour<br />
  42. 42. Keywords and the long tail<br />
  43. 43. Architecture<br />Remember the columns?<br />Long tail keywords are important for support<br />
  44. 44. The Tools – Google Insights for Search<br />I went to a higher level keyword and got some results.<br />The graph is NOT trending down showing the trend is steady<br />The graphs DO NOT represent the volume but the trend ONLY<br />
  45. 45. The Tools – Google Insights for Search<br />Geography is important if you are a local business and must do business locally or if you need to localize your software<br />Web Analytics<br />SEO<br />
  46. 46. The Tools – Google Insights for Search<br />Now the main course<br />Continue building your list.<br />Then click through to the next one and repeat<br />This research should take 2-3 hours minimum <br />Web Analytics<br />SEO<br />
  47. 47. Repeat for every keyword you have<br />
  48. 48. Definition<br />Two Audiences<br />Architecture<br />Practical research – Google Search Engine<br />Insight for search<br />Next:Use Google’s tools –Keyword Tool<br />
  49. 49. The Tools – Google Keyword Tool<br />Take the list from the keyword tool and insert it into the Google keyword tool.<br />
  50. 50. The Tools – Google Keyword Tool<br />Look at the traffic and competition for each and the suggestions.<br />Use the local numbers, unless you work globally.<br />Make sure you’re using broad match<br />
  51. 51. The Tools – Google Keyword Tool<br />Export the data for all the keywords and concatenate into one spreadsheet<br />Sort by estimated CPC<br />Use de-duplication tool in Excel<br />Apply common sense again<br />
  52. 52. Definition<br />Two Audiences<br />Architecture<br />Practical research – Google Search Engine<br />Insight for search<br />Keyword Tool<br />Next:Competitive analysis<br />
  53. 53. The Tools – Google Keyword Tool<br />Click on the top keywords and note who the competition is.<br />
  54. 54. The Tools – Plugins for Firefox & Chrome<br />Use a tool to ascertain what their PR is and what they are using for Title, Description, KW, and density.<br />
  55. 55. The Tools – Plugins for Firefox & Chrome<br />Here we are looking at their Meta Data and the Keyword Density<br />
  56. 56. The Tools – Google Keyword Tool<br />From the Google Search copy the top competition into the Website field of the tool<br />Google will dutifully give you a list of more keywords that are on that page.<br />Check them against your list<br />
  57. 57. The Tools – Google Keyword Tool<br />Add to your growing list if it meats the right criteria and strike if not (unless it’s along tail and can fit on the pillar)<br />Now repeat the process for all the items on your list<br />
  58. 58. The Tools – audience Intelligence<br />Use the MS tools to determine probability of conversion<br />http://adlab.microsoft.com/Online-Commercial-Intention/Default.aspx<br />
  59. 59. Keyword list and site<br />Take the list, with the audience intelligence added and your site’s architecture and create the columns we talked about.<br />ONE keyword per page.<br />You will need a lot of pages.<br />
  60. 60. Definition<br />Two Audiences<br />Architecture<br />The keyword list<br />Practical research – Google Search Engine<br />Insight for search<br />Keyword Tool<br />Competitive analysis<br />Next:Optimize your site<br />
  61. 61. Human and machine SEO<br />Two items for the SERP<br />Title<br />Description<br />Images<br />Content<br />URL<br />H1<br />KW 3 times<br />Alt tags<br />Clean code<br />Optimized page<br />Human<br />Machine<br />
  62. 62. The Human factor<br />The SERP is changing a lot.<br />You can control the title (blue link) and the description.<br />If I typed web analytics in the search (the keywords) I will want to see that KW on the title and in the description. <br />
  63. 63. The Human factor – Title & Description<br />In the Title field KW first, description, brand<br />In the description you need to do the same thing and give the searcher a compelling reason to click through<br />
  64. 64. Applying the results<br />I use WordPress with Thesis because among other things it gives me a very granular control of the SEO fields.<br />
  65. 65. How do I apply this?<br />Create a document template with the following :<br />Keyword<br />Title Tag<br />Description<br />URL<br />H1<br />Fills these before you start typing, having those items will take care of all the other mechanics you need.<br />
  66. 66. Definition<br />Two Audiences<br />Architecture<br />The keyword list<br />Optimize your site<br />Practical research – Google Search Engine<br />Insight for search<br />Keyword Tool<br />Competitive analysis<br />Next:mini-nets & other tools<br />
  67. 67. Mini-Net<br />Make your site the center of the universe and create an interlinked network of sites and pages all pointing to your site as the authority.<br />DO NOT buy links.<br />
  68. 68. Tools<br />Plenty of tools for SEO, all equally good.<br />SEOmoz<br />WEB CEO<br />HubSpot<br />SEO Chat<br />SEO Tools<br />and many more.<br />ULTIMATELY content is KING!<br />
  69. 69. I will be emailing this presentation to anyone who leaves me a business card.<br />