3 seo-fundamentals-establishing a domain strategy-slides

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3 seo-fundamentals-establishing a domain strategy-slides

  1. 1. SEO Fundamentals Establishing A Domain Strategy Paul Wilson http://search.cx paul@search.cx
  2. 2. Building the Right Domain Strategy
  3. 3. Picking the Right Picking the Right Domain for SEO Domain for SEO
  4. 4. Things to Consider When Buying a Domain Brand domains vs keyword domains Generic Top Level Domains (gTLDS) Have your domain under 15 characters Avoid-Lots-of-HyphensAt-All-Cost
  5. 5. Does an Old Domain Help? source: http://plw.me/14t0Yo3
  6. 6. Personal Case Study Site A: Brand New Similarities • Vertical • Keywords • Content • Backlinks Problems • Correlation not Causation • Algorithm Changes • 1 – 2 year efforts changed • Deprecation of backlink similarity Site B: 10 Years Old 6 Month Results Monthly Revenues Site A = Some Long tail Site B = Ranked on all Site A = less than $100 Site B = $1,000 - $1,500 1 Year Results Site A = Ranked on all Site B = Ranked top 3 for difficult keywords 2 Year Results Site A = Ranked on 1st page for most keywords Site B = Considered a brand Monthly Revenues Site A = $300 - $400 Site B = $4,000 - $5,000 Monthly Revenues Site A = $800 - $1,200 Site B = $16,000 - $20,000
  7. 7. Case Study: Take Aways 2.5 years 5 years
  8. 8. How to Find an Old Domain Resource Sheet • SEDO (http://plw.me/14Ruw3r) • GoDaddy Auctions (http://plw.me/XaLBfu) • Afternic (http://plw.me/14RuBnE) • DomainTools (http://plw.me/Vy4d5j) • NameCheap Marketplace (http://plw.me/XMiy1R) • Flippa (http://plw.me/12naLMG) • DomCop (http://plw.me/12naRUB)
  9. 9. Pros & Cons of a New Domain Cheap No Strength Clean No Trust Brandable Not Indexed
  10. 10. Tools for Brainstorming Resource Sheet • Psychic Whois (http://plw.me/12uOCM9) • Panabee (http://plw.me/12uOHzm) • Dot-o-mator (http://plw.me/12uORqA) • Blungr (http://plw.me/12uOV9T) • BustaName (http://plw.me/12uP25c) • Domize (http://plw.me/12uP1hI) • IWMN (http://plw.me/12uP8tM)
  11. 11. Subdomains or Subfolders? Root Association Off Topic Social Metrics Easy to Replace Fresh Content Segment Traffic Better User Experience Dominate rankings Synergy Separation
  12. 12. Does Hosting Matter to SEO? "You may have heard that here at Google we're obsessed with speed, in our products and on the web. As part of that effort, today we're including a new signal in our search ranking algorithms: site speed. Site speed reflects how quickly a website responds to web requests." (Google Blog) Search Engine Land Article: Sample IP: 192.0.2.0 Google Webmaster http://plw.me/11JU27A Code to Speed Up HerbalDoc www.example.co.uk Backlinks www.example.ca “[Server speed] has a direct impact on the satisfaction a user has when they visit your website. Slow load times can lead to a visitor simply leaving your website, seeking their information elsewhere. If they came from our search results that may appear to us to be an <meta name="geo.region" content="US-CO" /> unsatisfactory result that we showed. Faster is <meta name="geo.placename" balance absolute better, but take care to content="Denver" /> page <meta name="geo.position" content="39.740045,load speed with a positive, useful user 104.984416" /> experience." (Bingcontent="39.740045, -104.984416" /> <meta name="ICBM" Webmaster) Speed Shared Uptime Location
  13. 13. Using Search Engine Webmaster Tools www.google.com/webmasters/tools SELECT PREFERRED ADD OR TEST ADD GEOGRAPHIC VERIFY DOMAIN SUBMIT TO INDEX SITEMAP.XML DOMAIN TARGET www.bing.com/toolbox/webmaster SITEMAP ADDED UPON NO NO GEOGRAPHIC PREFERRED DOMAIN SEO ANALYZER SUBMIT URLS VERIFY DOMAIN DOMAIN VERIFICATION TARGETING SETTING SETTING GOOGLE WEBMASTERDASHBOARDSITE >> CONFIGURATION SUBMIT URLS BING WEBMASTER >> >> YOUR WEBSITE >> HEALTH >> FETCH SETTINGS GOOGLE http://ww1.herbaldoc.com/sitemap.xml.gz AS GOOGLE WEBMASTER >> YOUR >> CONFIGURE MY SITE >> >>
  14. 14. The Power of your .htaccess WWW http://www.example.com/productus.php?blue=101 http://www.example.com/products/blue/101 Move Pages URL Rewrite Server Speed
  15. 15. Understanding Robots.txt A Guide For Search Bots Everything Indexed User-agent: * Disallow: Block Google from Specific Folder User-agent: googlebot Disallow: /folder1/ Ignore Everything User-agent: * Disallow: / Ignore any URL with a question mark in it User-agent: * Disallow: /*? Specific Folder Ignored User-agent: * Disallow: /folder/ Except URLs ending with question marks User-agent: * Allow: /*?$ Disallow: /*?
  16. 16. Predetermine Your Site’s Overall Theme HOLISTIC DEPRESSION HEALTH REMEDIES DEPRESSION HOLISTIC REMEDIES HEALTH HERBAL DETOX ARTHRITIS REMEDIES
  17. 17. Building the Right Architecture Authority Bad Example
  18. 18. Looking at Flat Architecture Only 3 Clicks Away from the Home source: http://plw.me/TS9A7c
  19. 19. Key Take Aways AGE ALLOWS A DOMAIN TO REACH BRAND STATUS QUICKER USE .HTACCESS TO 301 NON-WWW TO WWW (OR VICE VERSA) REMEMBER THAT YOUR ROBOTS FILE IS PUBLIC FOR ANYONE TO SEE SPEND TIME CREATING A SOLID SITE HIERARCHY
  20. 20. SEO Fundamentals Establishing A Domain Strategy Paul Wilson http://search.cx paul@search.cx

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