The document outlines bad SEO practices like overpromising results, using irrelevant broad keywords, employing blackhat techniques, and shady link building. It warns against changing metrics of success and notes these could be signs of poor SEO. The document advocates thorough keyword research, whitehat on-page optimization, building natural links, and consistent reporting to measure realistic goals.

1. SEO WORST PRACTICES
Or... How Bad SEO Can Happen to Good People.

2. “TORTURE NUMBERS AND THEY’LL
CONFESS TO ANYTHING”
GREGG EASTERBROOK

3. Selling: Over-Promising
Is it too good to be true?
Did they do market research?
Are there case studies of
existing clients?
Is there a Lack of Strategy?

4. The Right Way: Selling
We do thorough research to
determine potential for your
site.
We set realistic goals and
then recommend strategies.
Use Google Analytics and
Webmaster Tools to see
existing data.

5. Research: Wrong Keywords
Do the keywords have:
Relevance.....?
Volume........?
Specificity....?
Are the keywords broad or
long tail?
Did you audit the keywords?

6. The Right Way: Keywords
We create a keyword list with
good volume, appropriate
competition, and realistic
ranking potential.
Clients always edit and
amend the list. They know
their business better!
We monitor and improve
keywords based on
conversion rates.

7. On-Page: Using “Blackhat” SEO
Techniques
Hidden Text, Doorway
Pages, Keyword Stuffing, Oh
My!
Does your site pass a manual
review?
Is the User Experience
improving?

8. The Right Way: Techniques
We perform a full SEO audit
and determine on-page
changes to benefit the site.
We implement New: Titles,
Meta, Content, Pages if
Necessary
We only use Whitehat
techniques that will pass
manual review.

9. Off-Page: Shady Link Building
Techniques
Are the links just for search
engines or for referring traffic
too?
Spammy Links?
Links from a Link Network?
Purchased Links?

10. The Right Way: Link Building
We build “Hard Won Links”:
Guest Posting, Niche Sites,
Resource Sites, etc.
Blogger Outreach
Example: Badge Campaign

11. Reports: Changing Measures of
Success
Are the measurements
changing?
Are you getting more leads?
Are you getting more traffic?
How is your time on site and
pages per visit?

12. The Right Way: Reporting
Reporting should measure
the same variables each
month.
Monthly gains should go
along with strategy.
We use Raven Reports to
create unbiased and
recurring reports.

13. Should You be Worried?
Selling: Over-Promises & Too Good to Be True Statements
Research: No Keyword Insight & Overly Broad Keywords
On-Page: Uses Black Hat SEO Tactics
Off-Page: Employs Shady Link Building Practices
Reports: Shows Changing Measure of Success

14. SEO WORST PRACTICES
Or... How Bad SEO Can Happen to Good People.

15. LOCAL SEO QUICK TIPS
How to Dominate Local Search In One Day

16. What is Local Search?

17. Put Your Address on Every Page

18. Get 5 Reviews Right Away

19. Add Testimonials in hReview
Microformat

20. Ask for Best-Ever Rating

21. Upload Lots of Photos to Google

22. Ask People to Upload Photos
Too!

23. Add Coupons to Your Place Page

24. Add A QR Code as a Photo

25. Use WhiteSpark Citation Finder

26. What is a Structured Citation?

27. Use a Local Phone Number

28. LOCAL SEO QUICK TIPS
How to Dominate Local Search In One Day