Download - Search engine optimization (seo) workshop 2
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Where We’re Going Today
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Where We’re Going Today
• Where does SEO fit in marketing?– Interruption vs permission marketing– Who finds ads annoying? Who ignores ads? – Why do SEO?
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Where We’re Going Today
• Under The 600 HP Hoods of Modern Search Engines:
- Content discovery- Crawling - Indexing- Ranking- Filtering and Penalizing
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Where We’re Going Today
• How do we do SEO?– Same as offline marketing campaign:
• Research • Plan • Execute • Measure• Optimize
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Where We’re Going Today
• We will do group work to: – Research – Keyword ideas and value– Measure – Link building efforts
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INTRO
Image: PropsUnlimited.com
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Interruption Marketing
Via 10steps.sg
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Via DimensionsGuide.com
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Via Hongkiat.com
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SearchEngineLand.com
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An Experiment With Fonts & Font Size
• Group M, please visit seoroi.com/test-1
• Group R, please visit seoroi.com/test-2
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Do Ads Annoy You?
Scam ads. Screenshot via BattelleMedia.com
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Permission Marketing
Via B2HMarketing.com
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Via Calgary-city-maps.com
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Search: The New Yellow Pages
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Why do SEO?
• Highly Effective - Permission
• 98% of clicks on page 1. When did you last click # 53?
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Under Search Engines’ Hoods
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How Search Engines Work
1. Finding out about content
2. Visit
3. Decide what it’s about
4. Store it
5. Rank it against other sites on the topic
6. Get the query and add query-based filters:
– Geo, personalized search, video, news etc
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Finding Content
• There are over a dozen different ways that search engines will discover new content– Links– Chrome / toolbar visits– Searches– Tweets– Submissions– PPC– More ways: http://seoroi.com/shotland-index
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IsMarkDavidsonReal.com
Full case study:
http://www.seomoz.org/ugc/how-i-got-16-links-in-20-minutes-with-9
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Crawling Content
Q: How do search engines know what is on a webpage?
A: With spiders and robots.
Via Examiner.com
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The Index• Where information on the web is stored.
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Rankings
Rankings depend on Relevance and Importance.
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Relevance
Relevance is the minimum threshold for a page to be considered to be shown.
Image via: StuartDuncan.name
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Relevance Signals
Signals of a page’s relevance include
• Content on the page
• Clickable text (aka anchor text) in – internal links– external links
• The relevance of pages and sites that link to the page
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Rankings • Rankings depend on
Relevance and
ImportanceVia Topspots003.blogspot.com
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Rankings
• It’s not enough to have a relevant page…
• You need to be The. Most. Important. Page.
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What’s The Most Important Page?
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The most visitors?
Via VisualPhotos.com
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The most known brand?
Good analysis here: http://www.seobook.com/potential-brand-signals
Via BrandXCulture.com
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The one paying Google the most?
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The hottest designed page?
Via Visual-Blast.com
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Importance
Importance in rankings depends on what others say.
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Links
Via Wasauna.com IPL.org
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Factors In Link Building
• Amount
• Prominence and location
• Authority
• Relevance of linking site, page, person
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Social Signals
Importance depends on social media signals like tweets and Facebook shares
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Visitor Data
• Browsers and toolbars
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Rankings Cat & Mouse
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Penalties and Filters
• Penalties for guideline violations
• Filters for geo, language, news etc.
Via J-walkblog.com
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How do we do SEO?
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How do we do SEO?Step 1: Research
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Research: Keyword Ideas
Tools1. Get 2-3 partners2. Pick 3 products you’ve all researched or
bought online (suggest: not CPG)3. Visit Google’s general keyword tool:
http://seoroi.com/google-kw-tool
4. Enable Cost Per Click columns, months, and brainstorm keywords for each product
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Research: Keyword Ideas
People
• Switch products with the group sitting next to you
• Brainstorm & write down all keywords and modifers – 15 mins – note who came up with each keyword
• Good work gets candy!
Via layoutsparks.com
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Research: Keyword Ideas
Competitors
1. Google some keywords
2. Visit sites
3. Read navigation / sitemaps
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Research: Keyword Value
1. Individually: Write answers to these questions about your group’s products:
1. Have you bought this product/service before? If so, how many times?
2. How often do you buy this product/service?3. Are you a new or returning client to the last
place you bought from?
2. Put answers aside- we’ll return to them soon.
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Research: Keyword Value
• Lego: Big mistake or PPC intricacies?
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Research: Keyword Value
CPC data, Surveys and Competitor Review
1. Compare keyword ideas with keyword value info from surveys and G CPCs
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Designing Sites for SEO
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Keep It Simple
• Text links
• Avoid Flash & Frames
• Use keywords liberally
• Answer the query
• Organize for users
• When in doubt, delete.
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Clinique Revolution
Full disclosure: They are a current client.
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Link Building
‘Why would anyone link to me?’
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That’s What They Do
• Directories of websites and resources:– General: Yahoo– Niche: Hockey-Community’s Hockey Blogs– Discounts for students
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What is a “Hub”?It’s the center of a wheel.
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What is a “Hub”?A wheel made up of pages and links.
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Why Hubs Matter To SEO
• A Partial History of Google’s Algos
• PageRank: Absolute scores
• Offtopic pages can rank with high PR
• Hilltop: Relevance within a field
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Hubs Link Within A FieldSo Hub Links And Relevance Correlate
Topical relevance can be measured using hub links
Larry King Bob Vila
PageRank:
General Fame
HillTop:
Niche Expertise
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Tool: Competitive Link Finder
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Tool: Competitive Link Finder
• Pros:
• See actual linking pages
• Sorted by SEOmoz’s mozRank and mozTrust• Saves time
• Cons:
• Starts at $99/mo > competitors
• Fewer results than competitors
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And Sites With Other Purposes’ Motivation?
Sweeeeeeet content.
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News
500K links, per OpenSiteExplorer.org
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Tutorials
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Compliments or Controversy
• Jason Cherniak from Liblogs
• Jason Calacanis of Weblogs Inc.
Via DigitalTechNews.comVia Liberal.ca
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Practice: Link Analysis
• In groups, download these four CSV files and visit the URLs.
• Why did they get each link? What was remarkable?
• http://seoroi.com/links-oatmeal
• http://seoroi.com/links-wordpress
• http://seoroi.com/links-degrees
• http://seoroi.com/links-seomoz
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And If You Don’t Create Content?
• Suppliers
• Customers
• Friends
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Assumed: Initial Attention
Distribution doesn’t happen on its own. You have to ask. And for many of us,
that’s uncomfortable.
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Why is it uncomfortable?
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Why is it uncomfortable?Typically because we’re interrupting.
Via 10steps.sg
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The solution? Permission.
– Relationships: BuzzStream, ConnectedHQ– Social Media & Reciprocity– Subscribers – RSS and Email