SEO - Simpler Thank You Think


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What we’ll cover…
Why SEO?
Why Google?
How it Works
What’s Changed
Running Your SEO Campaign

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SEO - Simpler Thank You Think

  1. 1. SEO Simpler than You Think (A Step-by-Step Guide to Ranking on Google)
  2. 2. <ul><li>What we’ll cover… </li></ul><ul><li>Why SEO? </li></ul><ul><li>Why Google? </li></ul><ul><li>How it Works </li></ul><ul><li>What’s Changed </li></ul><ul><li>Running Your SEO Campaign </li></ul>SEO – Simpler than You Think
  3. 3. <ul><li>Why SEO? (Search Engine Optimization) </li></ul><ul><li>Traffic from Search versus traffic from other sources </li></ul><ul><ul><li>Traffic from Search converts better </li></ul></ul><ul><li>SEO is one way to get search traffic. </li></ul><ul><ul><li>Consider it a large tool in your business toolbox. </li></ul></ul><ul><ul><li>Its biggest advantage – free traffic </li></ul></ul><ul><ul><li>It’s biggest disadvantage – it takes time – it takes some skill </li></ul></ul>SEO – Simpler than You Think
  4. 4. <ul><li>Why Focus on Google </li></ul><ul><li>Now more than ever the three major search engines are behaving differently in how they rank sites. </li></ul><ul><li>Google is the main source of search traffic. </li></ul>SEO – Simpler than You Think
  5. 5. <ul><li>Why Focus on Google? </li></ul>SEO – Simpler than You Think
  6. 6. <ul><li>Why Focus on Google </li></ul><ul><li>Hitwise says 64% </li></ul><ul><li>Rich Skrenta’s analysis – 70% </li></ul><ul><li>Our own analysis – 70% </li></ul><ul><li>It’s safe to say that positions on Google will bring 65% - 70% of available search traffic. </li></ul>SEO – Simpler than You Think
  7. 7. <ul><li>How It Works </li></ul><ul><li>Start with Goals… </li></ul><ul><li>Keyword Research to find competitive (high traffic)phrases </li></ul><ul><li>Niche Markets Produce Niche Money </li></ul><ul><li>You can beat the top dogs </li></ul>SEO – Simpler than You Think
  8. 8. <ul><li>How It Works </li></ul><ul><li>When SEO’ing a site, plan on spending 80% of your efforts on competitive phrases. </li></ul>SEO – Simpler than You Think
  9. 9. <ul><li>How It Works </li></ul><ul><li>The top site returned is the one deemed by the ranking algorithm to be the most relevant, the most important and the most trustworthy. </li></ul><ul><li>These determinations are made based on: </li></ul><ul><li>On-page factors </li></ul><ul><li>Site factors </li></ul><ul><li>Off-page factors </li></ul><ul><li>Visitor Behavior </li></ul>SEO – Simpler than You Think
  10. 10. SEO – Simpler than You Think On Page Factors Site Factors Off Page Factors Visitor Factors <ul><li>Title Tag </li></ul><ul><li>Description & Keyword Meta Tags </li></ul><ul><li>Visible Page Content </li></ul><ul><li>On Page Trust Factors </li></ul><ul><li>Age </li></ul><ul><li>Size </li></ul><ul><li>Deep Link Ratio </li></ul><ul><li>Theme Development </li></ul><ul><li>Link Reputation </li></ul><ul><li>Quality of Backlinks </li></ul><ul><li>“ Critical Mass” </li></ul><ul><li>Visits </li></ul><ul><li>Length of Stay </li></ul>
  11. 11. <ul><li>How It Works </li></ul><ul><li>The more competitive the phrase, the more you’ll rely on off page factors and site factors to obtain the ranking. </li></ul><ul><li>Less competitive (low traffic – ‘long tail’) phrases can be obtained by proper on page factors plus 1 or 2 backlinks </li></ul>SEO – Simpler than You Think
  12. 12. <ul><li>How It Works – On Page </li></ul><ul><li>Title Tag </li></ul><ul><li>Announces what the page is all about. </li></ul><ul><li>Pulled as the top line in SERP listings (usually). </li></ul><ul><li>When properly constructed can significantly improve SERP positions. </li></ul>SEO – Simpler than You Think
  13. 13. <ul><li>How It Works – On Page – Title Tag Examples </li></ul><ul><li>Before: Sterling Silver Jewelry - Animal Jewelry by the Magic Zoo </li></ul><ul><li>After: - Silver Jewelry Gifts - Sterling Silver Animal Jewelry </li></ul><ul><li>Positions B/4 Change: Silver Jewelry #178; Sterling Silver Jewelry #160; Animal Jewelry #2 </li></ul><ul><li>Positions Immediately After Change: Silver Jewelry #100; Sterling Silver Jewelry #113; Jewelry Gifts #110; Animal Jewelry #2 </li></ul>SEO – Simpler than You Think
  14. 14. <ul><li>How It Works – On Page – Title Tag Examples </li></ul><ul><li>Before: Designer Dog Beds | Luxury Dog Beds | Small Dog Beds </li></ul><ul><li>After: – Dog Beds – Dog Collars & Jewelry </li></ul><ul><li>Positions B/4 Change: Dog Beds #53; Dog Jewelry #21 </li></ul><ul><li>Positions Immediately After Change: Dog Beds #22; Dog Collars #160; Dog Jewelry #22 </li></ul>SEO – Simpler than You Think
  15. 15. <ul><li>How It Works – On Page – Title Tag Summary </li></ul><ul><li>For competitive phrases, use a ‘toss away’ word (from and SEO perspective) to reduce keyword prominence. </li></ul><ul><li>Recommend you use your URL for the ‘toss away’ word as it promotes branding and potentially increases click through on SERP pages. </li></ul><ul><li>Do not keyword stuff. A keyword phrase density of 30% - 40% is sufficient. </li></ul>SEO – Simpler than You Think
  16. 16. <ul><li>How It Works – On Page </li></ul><ul><li>Description Meta Tag </li></ul><ul><li>Provides a description of what the page is about (near the top of the page) to search engine spiders. </li></ul><ul><li>Is typically pulled for the 2 line SERP listing description. </li></ul><ul><li>When constructed properly can improve visitor click through and position page for variations on the main phrase. </li></ul>SEO – Simpler than You Think
  17. 17. <ul><li>How It Works – On Page </li></ul><ul><li>Description Meta Tag </li></ul><ul><li>Write good ‘sales’ copy. </li></ul><ul><li>Do not keyword stuff. </li></ul><ul><li>Try to get in at least 75 words in the description tag. </li></ul><ul><li>Make good use of modifiers for additional secondary and long tail listings without significant effort. </li></ul>SEO – Simpler than You Think
  18. 18. <ul><li>How It Works – On Page – Description Tag </li></ul><ul><li>Example from </li></ul><ul><li>Find luxury and designer pet beds for large and small dogs at discount prices. If your precious puppy is deserving of the finest dog jewelry, shop our wide selection of fancy collars. Our dog toys & collars are great quality gifts and your pal will love them. They will also enjoy our treats and toys. And if your faithful companion prefers to bed outside, shelter your puppy with one of our outdoor designer dog houses. Dog collars, jewelry and pet beds for large and small dogs. </li></ul><ul><li>Word count: 85 </li></ul><ul><li>Good use of modifiers: luxury, designer, large, small, discount fancy, outdoors, puppy </li></ul>SEO – Simpler than You Think
  19. 19. <ul><li>How It Works – On Page Factors </li></ul><ul><li>A discussion of Modifiers </li></ul><ul><li>For example the words: designer, luxury, outdoor, small and cute make good modifiers for the phrase ‘dog beds’. </li></ul><ul><li>Check out SEOBook’s tool ( ) </li></ul><ul><li>Use Google’s suggestions: </li></ul>SEO – Simpler than You Think
  20. 20. <ul><li>How It Works – On Page – Description Tag </li></ul><ul><li>Example from </li></ul>SEO – Simpler than You Think
  21. 21. <ul><li>How It Works – On Page – Description Tag </li></ul><ul><li>Example from </li></ul>SEO – Simpler than You Think
  22. 22. <ul><li>How It Works – On Page – Description Tag </li></ul><ul><li>Example from </li></ul>SEO – Simpler than You Think
  23. 23. <ul><li>How It Works – On Page </li></ul><ul><li>Keywords Meta Tag </li></ul><ul><li>May not help you – can hurt you. </li></ul><ul><li>Do not keyword stuff. </li></ul><ul><li>Keep it short. </li></ul>SEO – Simpler than You Think
  24. 24. <ul><li>How It Works – On Page </li></ul><ul><li>Visible on page content </li></ul><ul><li>Keep it natural. If ecommerce site, use good copy for sales. If an informational page, provide good information. </li></ul><ul><li>H1 tag – don’t use more than once. </li></ul><ul><li>Bolding – Another tactic to emphasize keywords and make the copy pop to humans. </li></ul><ul><li>Text links within content, even when pointing to another site can sometimes help also. </li></ul>SEO – Simpler than You Think
  25. 25. <ul><li>How It Works – On Page </li></ul><ul><li>On page trust factors* </li></ul><ul><li>Price/Product comparisons </li></ul><ul><li>Wish list or gift registry </li></ul><ul><li>Actionable ‘add to cart’ function </li></ul><ul><li>Quotes </li></ul><ul><li>Recipes </li></ul><ul><li>Coupons </li></ul><ul><li>Contact Information </li></ul><ul><li>* From Google’s 2007 Quality Guideline Document </li></ul>SEO – Simpler than You Think
  26. 26. <ul><li>How It Works – On Page </li></ul><ul><li>On page spam factors* </li></ul><ul><li>PPC Ads </li></ul><ul><li>Parked Pages </li></ul><ul><li>Thin Affiliates </li></ul><ul><li>Hidden Text – Hidden Links </li></ul><ul><li>Java script and/or Sneaky Redirects </li></ul><ul><li>100% Framed Pages </li></ul><ul><li>Keyword Stuffing </li></ul><ul><li>* From Google’s 2007 Quality Guideline Document </li></ul>SEO – Simpler than You Think
  27. 27. <ul><li>How It Works – Site Factors </li></ul><ul><li>Age </li></ul><ul><li>Older is better – Over 2 years preferred </li></ul><ul><li>Size </li></ul><ul><li>Bigger is better – Over 500 indexed pages preferred </li></ul>SEO – Simpler than You Think
  28. 28. <ul><li>How It Works – Site Factors </li></ul><ul><li>Deep Link Ratio </li></ul><ul><li>The % of total links pointed at a domain that link to interior pages. </li></ul><ul><ul><li>Considered More Natural. </li></ul></ul><ul><ul><li>Higher Deep Link Ratios are Better. </li></ul></ul><ul><ul><li>Target a 30% Minimum DLR </li></ul></ul>SEO – Simpler than You Think
  29. 29. <ul><li>How It Works – Site Factors </li></ul><ul><li>Theme Development </li></ul><ul><li>A more unified theme is a boost. </li></ul><ul><li>Multiple related themes can exist within a site. </li></ul><ul><li>Build your site emphasizing and unifying themes with link structure. </li></ul>SEO – Simpler than You Think
  30. 30. <ul><li>How It Works – Site Factors </li></ul><ul><li>Site Structure </li></ul><ul><li>Flatter structure is better than a deep one. </li></ul><ul><li>Focus & Funnels vs. Silo Building </li></ul>SEO – Simpler than You Think
  31. 31. <ul><li>How It Works – Visitor Behavior Factors </li></ul><ul><li>Visits </li></ul><ul><li>Duration of Visit </li></ul><ul><li>These metrics have been specifically referenced by Google in Patent Application Document #7346839 published March 2008. </li></ul><ul><li>Not likely to be big factors until you are on page 1 of Google. </li></ul>SEO – Simpler than You Think
  32. 32. <ul><li>How It Works – Off Page Factors </li></ul><ul><li>Link Reputation </li></ul><ul><li>What does the link say? (Anchor Text) </li></ul><ul><li>For competitive phrases you need to keep your anchor text weighting on the major Keywords to under 35%. </li></ul><ul><ul><li>If you are going after the term ‘dog beds’ do not have more than 1 in three links use the word ‘dog’ or ‘beds’. </li></ul></ul>SEO – Simpler than You Think
  33. 33. <ul><li>How It Works – Off Page Factors </li></ul><ul><li>Link Reputation – More on Link Anchor Text </li></ul><ul><li>Use modifiers in anchor text to rank quickly on secondary terms. </li></ul><ul><ul><li>Using our dog bed site get links that say things like:‘discount dog beds’, luxury pet beds’, ‘designer puppy blankets’, ‘fancy dog collars’ </li></ul></ul>SEO – Simpler than You Think
  34. 34. <ul><li>How It Works – Off Page Factors </li></ul><ul><li>Link Quality </li></ul><ul><li>Google looks for ‘Linkage of Independent Peers’ </li></ul><ul><ul><li>Growth rates should not spike up quickly </li></ul></ul>SEO – Simpler than You Think
  35. 35. <ul><li>How It Works – Off Page Factors </li></ul><ul><li>Link Quality </li></ul><ul><li>Importance of the page providing the link </li></ul><ul><ul><li>Used to be page rank only </li></ul></ul><ul><ul><li>Now freshness is highly important </li></ul></ul><ul><li>Relativity of the page providing the link </li></ul><ul><ul><li>How theme related is it? </li></ul></ul><ul><li>Links embedded in good content count more. </li></ul>SEO – Simpler than You Think
  36. 36. <ul><li>How It Works – Off Page Factors </li></ul><ul><li>Critical Mass </li></ul><ul><li>The more competitive the phrase you are after, the more backlinks you will need. </li></ul><ul><li>However this does not need to be anywhere near as many as you might think. </li></ul>SEO – Simpler than You Think
  37. 37. <ul><li>Conducting an SEO Campaign </li></ul><ul><li>Review or establish goals for your business. </li></ul><ul><li>Keyword research to determine whether your keywords, once attained, will generate enough traffic to get you to your financial goal. </li></ul>SEO – Simpler than You Think
  38. 38. <ul><li>Conducting an SEO Campaign – Traffic by Position </li></ul>SEO – Simpler than You Think
  39. 39. <ul><li>Conducting an SEO Campaign </li></ul><ul><li>Traffic by Position </li></ul><ul><ul><li>Value of # 1: 55% - 60% </li></ul></ul><ul><ul><li>Value of #10: about 2% </li></ul></ul><ul><li>All the ‘money’ on any phrase is in top of page 1. </li></ul>SEO – Simpler than You Think
  40. 40. <ul><li>Conducting an SEO Campaign </li></ul><ul><li>Establish Your Rank </li></ul><ul><li>Use a tool that can measure the top 1000 and store history. </li></ul><ul><li>Don’t worry if you are not in the top 1000 if you are just beginning. Can take up to 90 days to get on the ‘scoreboard’. </li></ul><ul><li>If you can measure it you can move it. </li></ul>SEO – Simpler than You Think
  41. 41. <ul><li>Conducting an SEO Campaign </li></ul><ul><li>Create a Portfolio of Sites/Keywords/Positions you watch. </li></ul><ul><li>Helps you determine if there is an algorithm change or if it’s your site alone that’s moving. </li></ul><ul><li>Run the portfolio every day. </li></ul>SEO – Simpler than You Think
  42. 42. <ul><li>Conducting an SEO Campaign </li></ul><ul><li>Review Your Site for On Page and Site Structure Changes </li></ul><ul><li>Do this first – build or fine tune the engine before adding fuel (links). </li></ul>SEO – Simpler than You Think
  43. 43. <ul><li>Conducting an SEO Campaign </li></ul><ul><li>Set up network sites to facilitate the acquisition of links from ‘independent peers’. </li></ul><ul><li>Use a blog. I recommend Wordpress. </li></ul><ul><li>It’s easy </li></ul><ul><li>It’s free software </li></ul><ul><li>Content is fresh </li></ul><ul><ul><li>‘ Rank a page in 10 minutes’ tactic used a Wordpress blog. </li></ul></ul>SEO – Simpler than You Think
  44. 44. <ul><li>Conducting an SEO Campaign </li></ul><ul><li>For Instant Age and Backlinks for a network site, consider the Expired Domain market. </li></ul><ul><li> – owned by Godaddy. </li></ul><ul><li>Over 1,500,000 expired domains on any given day. </li></ul><ul><li>Look carefully and you can find domains with .EDU or even .GOV backlinks. </li></ul>SEO – Simpler than You Think
  45. 45. <ul><li>Conducting an SEO Campaign </li></ul><ul><li>Article Marketing </li></ul><ul><li>Still works </li></ul><ul><li>Use only original content </li></ul><ul><li>Submit only to High Authority Directories </li></ul>SEO – Simpler than You Think
  46. 46. <ul><li>Conducting an SEO Campaign </li></ul><ul><li>Directory Submissions </li></ul><ul><li>Not as effective as they once were. </li></ul><ul><li>Some good directories still exist </li></ul><ul><li>Consider using a reliable directory submission service to gain ‘critical mass’ links. </li></ul>SEO – Simpler than You Think
  47. 47. <ul><li>Conducting an SEO Campaign </li></ul><ul><li>“ Just Do It” </li></ul>SEO – Simpler than You Think
  48. 48. <ul><li>For ongoing information… </li></ul><ul><li>Go to </li></ul><ul><li>Sign up for vNews </li></ul>SEO – Simpler than You Think
  49. 49. <ul><li>Download this presentation at: </li></ul>SEO – Simpler than You Think