2. Where can you find me
@TheNextCorner
Thenextcorner.net
BloggerSpotlight.com
Don‟t forget to sign up for my Free Monthly
Newsletter for SEO & Traffic tips
http://bloggerspotlight.com/subscribe-
newsletter/
4. EVO „11
• 3 hour Workshop, we went 30 min over
• So much has changed in on year, complete
new presentation
• This year slightly different setup
– Theory
– Practice
• Last year presentation can be found here:
– http://thenextcorner.net/evo-speaking-
resources/
http://thenextcorner.net/evo-speaking-resources/
5. Agenda
• SEO - Basic concepts
• Tools & Setup – Hands on
• Changes in SEO
• Using the Tools – Hands on
• Interactive Site Review (if we have time)
6.
7. What is SEO
SEO stands for
“search engine optimization.”
It is the process of getting traffic from the
“free,” “organic,” “editorial” or “natural”
listings on search engines.
All major search engines such as Google, Bing & Yahoo have such
results, where web pages and other content such as videos or local
listings are shown and ranked based on what the search engine
considers most relevant to users.
8. What SEO is Not!
SEO is not a quick plan you slap onto your
website to start gaining Search Engine
Traffic.
SEO requires dedication in Content creation, Customer Insight in who is
your target audience, Technical knowhow on your website
infrastructure and Social Networking Skills to connect with real people
9. What can SEO do for you?
When successful, SEO can get you
significant more traffic
http://thenextcorner.net/wireless-switch-dell-latitude-e4300/
10. Search Engine Quality Guidelines
All Major Search
Engines have
documentation of
their guidelines
These include Guidelines:
- Design & Content
- Technical
- Quality
Bing: www.bing.com/community/site_blogs/b/webmaster/archive/2009/09/03/search-engine-optimization-
for-bing.aspx
Google: www.google.com/support/webmasters
11. Google Webmaster Guidelines
What To Do
• Make a site with a clear hierarchy and text links. Every page
should be reachable from at least one static text link
• Create a useful, information-rich site, and write pages that
clearly and accurately describe your content
• Think about the words users would type to find your pages, and
make sure that your site actually includes those words within it
• Make sure that your <title> elements and ALT attributes are
descriptive and accurate
• Offer a site map to your users with links that point to the important
parts of your site
12. Google Webmaster Guidelines
What To Avoid
• Don't deceive your users or present different content to search
engines than you display to users
• Don't participate in link schemes designed to increase your site's
ranking or PageRank
• Avoid hidden text or hidden links
• Don't load pages with irrelevant keywords
• Don't create multiple pages, subdomains, or domains with
substantially duplicate content
• Avoid "doorway" pages created just for search engines, or other
"cookie cutter" approaches such as affiliate programs with little or
no original content. If your site participates in an affiliate
program, make sure that your site adds value
13. SEO comes down to 2 Aspects
Discovery Relevance
If your pages don‟t get How relevant is your content
discovered, you won‟t get to the query a user is
any search traffic searching for
If you block access to your If your cooking site ranks for
site, crawlers won‟t Credit Card, you might be
discover your content considered a spammer
15. Tools we need to have!
• Google Webmaster Central (link)
• Google Analytics
• Google Chrome (link)
• Scraper for Chrome (link)
• Screaming Frog (link)
• Quirk Searchstatus 1.41 (link)
• Wordpress: SEO for Wordpress by Yoast
(link)
16. First Steps for Site Check
• Do a Site: search
• Set up XML sitemap in GWC
• Check the crawl times
• Check for Broken links
• Check for HTML errors
29. The Evolution of Search Spam
“The Internet is fast becoming a “cesspool” where
false information thrives”
- Eric Schmidt 2010 speaking with an audience of magazine
executives, he said their brands were increasingly important signals
that content can be trusted.
“Brandsare the solution not the problem. Brands
are how you sort out the cesspool”
http://adage.com/article/media/google-s-schmidt-internet-cesspool-brands/131569/
31. What is Google Panda
Google Panda updates are aimed at Low Quality sites. The
algorithm is based on testing by human test groups which
classified websites as low quality. The update main focus
is on:
• Quality of Content
• Template
• Site Speed
32. What is Google Panda
Google Panda updates are aimed at Low Quality sites. The
algorithm is based on testing by human test groups which
classified websites as low quality. The update main focus
is on:
• Quality of Content
• Template
• Site Speed
33. What is Google Penguin
Google Penguin updates are aimed at sites
which violate the Google Guidelines.
The update main focus is on:
• Unnatural Backlink Profile
• Keyword stuffing
34. What is Google Penguin
Google Penguin updates are aimed at sites
which violate the Google Guidelines.
The update main focus is on:
• Unnatural Backlink Profile
• Keyword stuffing
39. The Web is Constantly Changing
In 2000, who would have thought we would
have:
• Facebook
• Twitter
• YouTube
• Pinterest
Where we spend ~20% of online time on
Social Network sites
http://blogs.wsj.com/tech-europe/2011/12/22/social-networks-account-for-20-of-time-spent-online/
40. The Web is Constantly Changing
Conversations & Content are more
decentralized…
…where your persona is identifiable through
your personal profile…
…you share what you find interesting or
valuable with your network…
41. The Rich get Richer
The disappearing of the Link Graph:
• Social Profile get more links
http://www.cypressnorth.com/blog/conferences/11-crucial-takeaways-from-smx-advanced-
42. The Rich get Richer
The disappearing of the Link Graph:
• Social Network Sites put no-follow on links
43. The Rich get Richer
The disappearing of the Link Graph:
• Social Network Sites put no-follow on links
44. The Future of SEO
PageRank AuthorRank
Google needs a better way to sift through and determine
quality in an age where content can be produced and
distributed with such ease
http://www.quora.com/What-kind-of-impact-will-Author-Rank-have-on-
SEO/answer/AJ-Kohn
47. Google+ Social Network?
Is Google+ a Facebook killer?
Google+ Real name policy gives strong hints
to what the service is being used for:
G+ was build primarily as an identity
service, so fundamentally, it depends on
people using their real names if they’re
going to build future products that
leverage that information
http://searchenginewatch.com/article/2105026/The-Google-Identity-Service-Project
48. G+ in Search Results
http://searchengineland.com/googles-results-get-more-personal-with-search-plus-your-world-
51. Your Footprint
The content you produce on the Internet
can be ranked on quality metrics
These include:
• Blog posts
• Twitter feed
• Facebook messages (if public)
• Blog comments
• Pinterest
• Quora answers
• G+
• Etc.
53. Get in the Spotlight
How will you be able to get more links in a
world with a disappearing link graph?
• Keep linking to each others projects
– For example: Get onto BloggerSpotlight. I will
Interview YOU, and you can link to your best
posts in the answers
http://bloggerspotlight.com/
54. Get in the Spotlight
http://bloggerspotlight.com/
55. Top Tips Boost Your Online Profile
• Create exceptional content
• Make it easy to share this content
• Make it easy to connect with you
• Build your network & followers
• Engage with your network
• Provide value
• Embrace the tools
57. Exceptional Example
Design of the product takes place in two
steps:
1. Designer create something cool and
beautiful
2. Product needs to be created around a
story
This allows the company to get free coverage and
traffic, as the story is injected in places where
conversations are happening
