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  1. 1. SEO, Feed and Blog Prepared by: Murali Venkatesh Blog and Feed Search SEO
  2. 2. Optimizing for Blog & Feed Engines <ul><li>Yahoo News & Blog Search </li></ul><ul><ul><li>Sorted by relevance. Only top 4 get onto News SERPs </li></ul></ul><ul><li>Google Blog Search </li></ul><ul><ul><li>Sorted by relevance. No way to submit. Only a matter of time before it ends up in the “One Box” </li></ul></ul><ul><li>Technorati </li></ul><ul><ul><li>Sorted by date. Tagged posts featured in sidebar. </li></ul></ul><ul><li>Feedster </li></ul><ul><ul><li>Sorted by date. </li></ul></ul><ul><li>PubSub </li></ul><ul><ul><li>No immediate SERPs. Delivered only in RSS. </li></ul></ul>
  3. 8. Optimizing Your Feeds <ul><li>Full text, not summaries </li></ul><ul><li>20 or MORE items (not just 10) </li></ul><ul><li>Multiple feeds (by category, latest comments, comments by post) </li></ul><ul><li>Keyword-rich item <title> </li></ul><ul><li>Your brand name in the item <title> </li></ul><ul><li>Your most important keyword in the site <title> container </li></ul><ul><li>Compelling site <description> </li></ul><ul><li>Don’t put tracking codes into the URLs (e.g. &source=rss) </li></ul><ul><li>An RSS feed that contains enclosures (i.e. podcasts) can get into additional RSS directories & engines </li></ul>
  4. 10. Slashdot headlines syndicated on
  5. 16. Optimizing Your Blog <ul><li>Rejig your internal hierarchical linking structure </li></ul><ul><ul><li>Tag clouds & tag pages (e.g. UltimateTagWarrior plugin) </li></ul></ul><ul><ul><li>Related Posts (e.g. Contextual Related Posts plugin) </li></ul></ul><ul><ul><li>Top 10 posts </li></ul></ul><ul><ul><li>Next & Previous posts </li></ul></ul><ul><li>Build inbound links </li></ul><ul><ul><li>Add Technorati tags to your posts (must claim your blog first) </li></ul></ul><ul><ul><li>Get onto bloggers’ blogrolls </li></ul></ul><ul><ul><li>Trackbacks & comments won’t help with link gain </li></ul></ul>
  6. 24. Optimizing Your Blog <ul><li>Title tags </li></ul><ul><ul><li>Blog name at the end of the title, not at the beginning </li></ul></ul><ul><ul><li>Tag name should go in title on a tag page </li></ul></ul><ul><ul><li>Customize with additional keywords for display only on your home page </li></ul></ul><ul><ul><li>Override title tags w/ custom one (“SEO Title Tag” plugin) </li></ul></ul><ul><li>URLs </li></ul><ul><ul><li>Rewrite to contain keywords, hyphens not underscores </li></ul></ul><ul><ul><li>301 redirect from to </li></ul></ul><ul><ul><li>Maintain legacy URLs even after switching blog platforms </li></ul></ul>
  7. 28. “ SEO Title Tag” plugin for WordPress <ul><li>Free & open source </li></ul><ul><li>Allows you to override the title tag with a custom one (defined through a custom field in a post or a page) </li></ul><ul><li>Allows you to define a custom home page title </li></ul><ul><li>Reverses the order of the blog name and the title, or drop the blog name altogether, or replace it with a shorter nickname </li></ul><ul><li>Puts the tag in the title of (UltimateTagWarrior) tag pages </li></ul><ul><li>Uses category’s description as the title on category pages </li></ul><ul><li>Has an Options page in the admin to change settings </li></ul><ul><li>Download at </li></ul>
  8. 29. Optimizing Your Blog <ul><li>Anchor text </li></ul><ul><ul><li>Make the post’s title a link to the permalink page </li></ul></ul><ul><ul><li>Use Neat-o tool ( to look for opportunities to request revisions to anchor text on inbound links </li></ul></ul><ul><ul><li>Internally link back to old, relevant posts within the body of a blog post. Don’t use “here” or “previously” etc. as the anchor text! </li></ul></ul><ul><li>Heading tags </li></ul><ul><ul><li>category name on category page </li></ul></ul><ul><ul><li>Yes for post titles, no for dates! </li></ul></ul>
  9. 31. Optimizing Your Blog <ul><li>“ Sticky” posts </li></ul><ul><ul><li>Always appear at the top of the page </li></ul></ul><ul><ul><li>A way to add keyword-rich intro copy to a category page or tag page </li></ul></ul><ul><ul><li>e.g. Adhesive plugin </li></ul></ul><ul><li>Author profile pages & author links (for group blogs) </li></ul>
  10. 33. Optimizing Your Blog <ul><li>Emphasis tags within posts (bold, strong, etc.) </li></ul><ul><li>Rel=Nofollow </li></ul><ul><ul><li>All links in trackbacks, comments, and in posts where you don’t vouch for the site </li></ul></ul><ul><ul><li>Where the link would be reciprocal </li></ul></ul><ul><li>Pings </li></ul><ul><ul><li>Lets the feed search engines know you’ve updated </li></ul></ul><ul><ul><li>,,, </li></ul></ul>
  11. 35. #10 for “neopet cheats” within 2 weeks, and with only 1 link!
  12. 36. More Gritty Details about RSS <ul><li>1-click subscribe buttons </li></ul><ul><li>“ Add to My Yahoo” link in SERPs </li></ul><ul><li>Tracking </li></ul><ul><li>Customization </li></ul><ul><li>Link gain </li></ul>
  13. 37. Make It Easy to Subscribe <ul><li>1-click add to your favorite aggregator </li></ul><ul><ul><li>“ Add to ____” buttons </li></ul></ul><ul><ul><li>Link tags for autodiscovery </li></ul></ul><ul><ul><ul><li>e.g. <link rel=&quot;alternate&quot; type=&quot;application/atom+xml&quot; title=&quot;Atom 0.3&quot; href=&quot;; /> </li></ul></ul></ul><ul><ul><li>Make your listings in the Yahoo! SERPs display the “Add to My Yahoo!” link </li></ul></ul>
  14. 38. “ Add to My Yahoo!” link in SERPs <ul><li>Add your feed to your My Yahoo! Page </li></ul><ul><li>Ping Yahoo! with your updates </li></ul><ul><ul><li>e.g. u= </li></ul></ul><ul><ul><li>Or just use Pingomatic </li></ul></ul><ul><li>More info at </li></ul><ul><ul><li> .html </li></ul></ul>
  15. 39. Track Subscriber Behavior <ul><li>Subscribers from User-Agent field in log files </li></ul><ul><ul><li>e.g. User-Agent: Bloglines 2.0 (182 Subscribers) </li></ul></ul><ul><li>Reads through “web bugs” </li></ul><ul><ul><li>e.g. <img src=&quot;” border=0 size=1 width=1> </li></ul></ul><ul><li>Clickthroughs through clicktracked URLs </li></ul><ul><ul><li>e.g. 88288Cafaa903cf09ecafb231662ca053c4c56 </li></ul></ul>
  16. 40. Personalized/Customized Feeds <ul><li>Best practice for users </li></ul><ul><ul><li>Subscription form with interests tickboxes </li></ul></ul><ul><ul><li>Allow the user to stay anonymous if they so choose </li></ul></ul><ul><ul><li>Give them the option of subscribing via RSS, or email, or both </li></ul></ul><ul><li>Personalized feeds not ideal from an SEO standpoint </li></ul><ul><ul><li>Because you’re not reinforcing the same items across multiple sites. </li></ul></ul><ul><ul><li>Offer standardized feeds for your affiliates, other webmasters. Make keyword-rich as a value-add. </li></ul></ul>
  17. 41. Subscribe to a feed personalized to you
  18. 42. Capture the Link Gain <ul><li>Encourage links through RSS directories/engines submission (, trackbacks, pings (Technorati, Pingomatic,…), </li></ul><ul><li>Clicktrack your links and pass the link gain </li></ul><ul><ul><li>301 (“permanent”) redirect, not 302, or link gain may not flow </li></ul></ul><ul><ul><li>Most ads and affiliate links suffer this fate </li></ul></ul><ul><ul><li>Warning: Feedburner use 302, not 301 </li></ul></ul><ul><li>Pay attention to each item title; it’ll become link text </li></ul><ul><li>Keep your RSS feed URL at your own domain </li></ul>
  19. 43. Questions? Contact :