SEO for Bloggers for SNAP conference

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SEO for Bloggers prepared for SNAP conference 2012

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  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • Meta tags do help you in the search engine results.The way your site is being presented is fully in your control through:Page titleMeta descriptionURLMeta tags check list:Make sure all pages have an unique page titleMeta description is the marketing message you can advertise your site in the SERP’sURL: short has a better user experience
  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • Linking: Focus is to:1: use what we currently have in terms of link juice2: gain more juice through deep links into the siteURL structure: eBay needs to invest in core development to keep up with industry changesMeta content: Page title is still an important ranking factor. Through TFNS we can optimize each individual page title per keywordPage content: Leverage existing content, and especially where we have invested: Catalog content. Removing the PTS module from AMI, has resulted in burrying the PDP’s. These pages cannot be found by SE crawlersSitemaps: Sitemaps is a great tool to help the search engines to find our best content.
  • SEO for Bloggers for SNAP conference

    1. 1. SEO for Bloggers and other stuffDennis Goedegebuure @thenextcorner Thenextcorner.net
    2. 2. Intro
    3. 3. http://thenextcorner.net/free-software-mac/
    4. 4. What can SEO do for you? • When successful, SEO can get you significant more traffichttp://thenextcorner.net/wireless-switch-dell-latitude-e4300/
    5. 5. The Future Of Your Business SEO is NOT a business modelSEO is NOT a business model
    6. 6. 6
    7. 7. Search Engine Quality Guidelines All major search engines have documentationBing: www.bing.com/community/site_blogs/b/webmaster/archive/2009/09/03/search-engine-optimization-for-bing.aspxGoogle: www.google.com/support/webmasters
    8. 8. Google Webmaster GuidelinesWhat 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• Make use of the robots.txt file on your web server
    9. 9. Google Webmaster Guidelines What To Avoid • Dont deceive your users or present different content to search engines than you display to users • Dont participate in link schemes designed to increase your sites ranking or PageRank • Avoid hidden text or hidden links • Dont use cloaking or sneaky redirects • Dont load pages with irrelevant keywords • Dont 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 valuehttp://www.google.com/support/webmasters/bin/answer.py?answer=35769#1
    10. 10. SEO comes down to 2 Aspects Discovery RelevanceIf 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 forIf you block access to your If your cooking site ranks for site, crawlers won’t discover Credit Card, you might be your content considered a spammer
    11. 11. Google is changing…Fast…Back-end Infrastructure Front-end UI• Caffeine • SPYW• MayDay • One-Box• Panda • Instant Search • Personalized • Local
    12. 12. http://www.seomoz.org/google-algorithm-change
    13. 13. Google+http://searchengineland.com/report-google-ceo-page-ties-bonuses-to-social-success-reorganizes-google-mgmt-team-72197
    14. 14. http://searchengineland.com/googles-results-get-more-personal-with-search-plus-your-world-107285
    15. 15. Search Plus Your World
    16. 16. Rel=Authorhttp://yoast.com/wordpress-rel-author-rel-me/
    17. 17. Front End UI Changes
    18. 18. Front End UI Changes
    19. 19. 20
    20. 20. SEOmoz Ranking Factors Yearly survey and data analytics to construct how search engines rank websites • Survey among 130+ SEO professionals -> Opinion! • Data study on 10K+ randomly sampled keywordshttp://www.seomoz.org/article/search-ranking-factors
    21. 21. SEO Ranking Factors
    22. 22. SEO Ranking factors framework Tactic Projects to improve Discovery Relevance Linking• Internal links• External Links URL structure• Canonical URL• Keyword rich Meta Tags• Page title• Verification Page Content• Unique content• Semantic mark up Feeds• Sitemaps
    23. 23. LINKS
    24. 24. Links – Internal & external Links• Links are still major ranking factor in SEO• Internal Links; Site hierarchy & Taxonomy• External Links; hard to get, no control over Anchor text• Don’t buy Links! Earn editorial Links by being remarkable! – http://theoatmeal.com/comics/facebook_likes 25
    25. 25. Webmaster Guidelines Make a site with a clear hierarchy and text links Use text instead of images to display important names, content and linksNext step:• Which pages have incoming links? – Webmaster Central – Referral traffic• Rank pages with links from high to low• Group pages on topics• Interlink relevant pages – Build strong hierarchy in site structure – Use keyword rich anchor tags
    26. 26. Build My Rankhttp://searchengineland.com/google-eliminates-another-link-network-116513
    27. 27. Referral traffic = External Link
    28. 28. Link Magnets; using remarkable content to pull more linksSorts of link bait: • Shock• Contests • Controversy• Lists • Insult• First time• Give value• Cool• Design http://www.digital-photography-school.com/long-exposure-photography http://www.problogger.net/archives/2009/01/24/the-day-250000-people-showed-up-at-my-blog-case-study/
    29. 29. Link Magnets 90 links1,210 linkshttp://www.digital-photography-school.com/long-exposure-photographyhttp://www.problogger.net/archives/2009/01/24/the-day-250000-people-showed-up-at-my-blog-case-study/
    30. 30. Link Building through Pictureshttp://thenextcorner.net/sydney-night-photos/
    31. 31. Google Alert in GReader
    32. 32. Link Building through Pictures
    33. 33. Link Building through Pictures
    34. 34. Link Building through Pictures
    35. 35. Link Building through Pictures
    36. 36. Guest Blogging Build links through guest blogging • Use your best content • Link to relevant resources • Pay attention to your Biohttp://www.twitip.com/why-twitter-will-go-mainstream-in-2009/
    37. 37. SEO Ranking factors framework Tactic Projects to improve Discovery Relevance Linking • Internal Link (Plugins)• Internal links • External links• External Links • Link bait • Guest blogging URL structure• Canonical URL• Keyword rich Meta Tags• Page title• Verification Page Content• Unique content• Semantic mark up Feeds• Sitemaps
    38. 38. URL
    39. 39. URL structure – Control through Permalink settingshttp://thenextcorner.net/5000-miles-journey-of-a-keyboard/
    40. 40. • common words like “what”, “you” or “can” out of your post slug to make it more search engine friendlyhttp://www.vretoolbar.com/news/2007/04/01/seo-slugs-wordpress-plugin/
    41. 41. URL structure – Control through Permalink settings VS http://thenextcorner.com/2010/03/fish-free-wifi/ http://thenextcorner.net/men-macro/
    42. 42. Date based URL’s vs keywordsThrough Advanced segments inAnalytics, I can break out alltraffic on publication dates
    43. 43. Date based URL’s vs keywords
    44. 44. Canonicalization Each page should only have one URLEach specific combination of content should only have one URL1. http://www.example.com/?id=1&p=22. http://www.example.com/?p=2&id=1 49
    45. 45. Rel Canonical If you cannot prevent duplicate content, pick a canonical version, and use Rel Canonical to point duplicates to the Canonical URL<link rel=“canonical” href=“http://example.com/canonical-url/”/>Solution: Canonical URL in Plug-inhttp://yoast.com/wordpress/seo/ 50
    46. 46. SEO Ranking factors framework Tactic Projects to improve Discovery Relevance Linking • Internal Link (Plugins)• Internal links • External links• External Links • Link bait • Guest blogging URL structure• Canonical URL • SEO-slug plugin• Keyword rich • Canonical tag plugin • date vs. non date URL’s Meta Tags• Page title• Verification Page Content• Unique content• Semantic mark up Feeds• Sitemaps
    47. 47. META TAGS
    48. 48. Meta TagsMeta tags are HTML elements used to provide structured metadata about a web page <head> <title>eBay Daily Deal: Great items, deep discounts, and free shipping</title> <meta name=“description” content=“Attention dealhunters: Save money on eBay with the Daily Deal. Check back every day for great items, deep discounts, and free shipping.”> <meta name=“keywords” content=“deal, deals”> </head>
    49. 49. Meta TagsDoes the result inspire to click?
    50. 50. How to construct titles55
    51. 51. Short inspiring titles 70 Characters1. Google Title only shows 70 characters2. Viral spreading easier if you leave room for RTCanon 5200mm F14 SLR DSLR Lens http://bit.ly/8v140T What a BEAST! @probloggerThink about:• Short URL: 20-26 characters• RT @username: 12-15 characters• Twitter only allows 140 characters
    52. 52. http://www.copyblogger.com/magnetic-headlines/
    53. 53. Important Meta Tags – Page Title & Meta Description 58
    54. 54. SEO for Wordpress by Yoast 59
    55. 55. Site Verification
    56. 56. SEO Ranking factors framework Tactic Projects to improve Discovery Relevance Linking • Internal Link (Plugins)• Internal links • External links• External Links • Link bait • Guest blogging URL structure • SEO-slug plugin• Canonical URL • Canonical tag plugin• Keyword rich • date vs. non date URL’s Meta Tags • SEO for Wordpress from Yoast.com• Page title • Site verification• Verification Page Content• Unique content• Semantic mark up Feeds• Sitemaps
    57. 57. CONTENT & ELEMENTS
    58. 58. People Scan Pages
    59. 59. Content Elements • Use H1 – H6 where relevant • Use Imageshttp://customblogging.com/seomike/archives/seo-tips-tricks/strategically-placed-faces-help-conversion
    60. 60. Learn from Newspapershttp://thenextcorner.net/uploads/2009/02/new-york-times-21-january-obama.jpg
    61. 61. Review Content through SEO-Plugin
    62. 62. Accidental Blogging Successhttp://thenextcorner.net/wireless-switch-dell-latitude-e4300/
    63. 63. Provide Value
    64. 64. Follow up on Successhttp://thenextcorner.net/wireless-switch-dell-latitude-e6410/
    65. 65. Content PlanningUnique for travel industry in The Netherlands
    66. 66. Image Optimization
    67. 67. #1#2
    68. 68. Image Optimization• File name: Graffiti-New-York_Usual-Suspects.jpg• Alt text: Graffiti New York Usual Suspects New York fotos• Text on pagehttp://thenextcorner.com/2007/10/new-york-fotos/
    69. 69. SEO Ranking factors framework Tactic Projects to improve Discovery Relevance Linking • Internal Link (Plugins)• Internal links • External links• External Links • Link bait • Guest blogging URL structure • SEO-slug plugin• Canonical URL • Canonical tag plugin• Keyword rich • date vs. non date URL’s Meta Tags • SEO for Wordpress from Yoast.com• Page title • Site verification• Verification Page Content • Unique quality content• Unique content • Be remarkable (what is your purple cow)• Semantic mark up Feeds• Sitemaps
    70. 70. SITEMAPS
    71. 71. XML Sitemap
    72. 72. XML Sitemap
    73. 73. XML Sitemap
    74. 74. SEO Ranking factors framework Tactic Projects to improve Discovery Relevance Linking • Internal Link (Plugins)• Internal links • External links• External Links • Link bait • Guest blogging URL structure • SEO-slug plugin• Canonical URL • Canonical tag plugin• Keyword rich • date vs. non date URL’s Meta Tags • SEO for Wordpress from Yoast.com• Page title • Site verification• Verification Page Content • Unique quality content• Unique content • Be remarkable (what is your purple cow)• Semantic mark up Feeds • Google sitemap (plugin)• Sitemaps
    75. 75. KEYWORD RESEARCH
    76. 76. Keywords• 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
    77. 77. Keyword Research Google Analytics
    78. 78. http://searchengineland.com/google-to-begin-encrypting-searches-outbound-clicks-by-default-97435
    79. 79. Keyword ResearchGoogle Webmaster Central
    80. 80. Keyword ResearchGoogle Webmaster Central
    81. 81. Keyword ResearchGoogle Webmaster Central
    82. 82. Keyword ResearchGoogle Webmaster Central
    83. 83. Keyword ResearchGoogle Webmaster Central
    84. 84. Keyword ResearchGoogle Webmaster Central
    85. 85. Keyword ResearchGoogle Webmaster Central
    86. 86. Keyword ResearchGoogle Webmaster Central
    87. 87. Keyword ResearchGoogle Webmaster Central
    88. 88. SOCIAL SIGNALS 98
    89. 89. Convergence SEO & Social• Social Signals move into SEO territory – Drive traffic & Brand mentions• Link Building tool• Reputation monitoring 99
    90. 90. Get you content in front of social friends
    91. 91. StumbleUponhttp://www.adweek.com/news/technology/stumbleupon-drives-more-us-web-traffic-facebook-133207http://gs.statcounter.com/#social_media-US-monthly-201007-201107
    92. 92. The Gift that keeps on Giving• Since 2011, SU traffic has exploded
    93. 93. Facebook, Exploding Referral Traffic http://www.alexschultz.co.uk/weblog/2011/04/the-traffic-impact-of-facebook-social- plugins-on-my-cocktail-site.html 104
    94. 94. Add the G+ buttonhttp://www.google.com/webmasters/+1/button/
    95. 95. 404-ERRORS
    96. 96. Spot 404 in G Analyticshttp://thenextcorner.net/how-to-use-google-analytics-to-look-for-404-errors-on-your-site/
    97. 97. Find the 404-errors
    98. 98. 301 Redirect3 302 Redirect Sign on the front door reads: Bad for SEO We Temporarily Moved to0 534 High Street Keep coming back to our old address each visit before going to 124 Main Street 534 High Street to 534 High Street2 see if we’ve returned Post Office NOT notified No history, New Page PageRank Stays Here3 301 Redirect Good for SEO Sign on the front door reads:0 We Moved to 534 High Street 124 Main Street 534 High Street1 Post Office notified Please update your address book PageRank Transfers
    99. 99. Redirect Plug-inhttp://urbangiraffe.com/plugins/redirection/
    100. 100. Twitter: @TheNextCornerBlog: TheNextCorner.netStumbleUpon: DennisGNL.stumbleupon.comFlickr: dennis_goedegebuure

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