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SEO from Soup to Nuts
Stephan Spencer VP of SEO Strategies, Covario
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2 © 2009 Stephan M Spencer Netconcepts www.netconcepts.com [email protected]
FirstOff...WhoAmI?
• VPofSEOStrategiesatCovario• FoundedNetconceptsLLCinMadisonWIin1995.SoldittoCovarioin2010.FoundedNetconceptsLtdinAucklandin1999.
• LivedinNewZealandfor8yrs,returnedtoUSin2007.
• InventorofGravityStream,apay‐for‐performanceSEOtechnology(rebrandedasOrganicSearchOpUmizer)
• Co‐authorofTheArtofSEO
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KeywordResearch
Toolsforbrainstormingaseedlist– Quintura– GoogleSuggest(nowintegratedintoGooglesearch)– YahooAssist– Soovle
Toolstocheckpopularityofkeywordsearches– Wordtracker– Trellian’sKeywordDiscovery– Google’sKeywordSuggesUonTool– GoogleTrends– GoogleInsightsforSearch
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Quintura
• Clickontermsonthele_torealignthedata.
• ShowsrelaUonsofterms&websiterelatedresults.
www.quintura.com
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Quintura
• Pros– Free!– DataisfromalargesampleofInternetsearches(includingallsearchesonYahoo!).
– ProvidesavisualrepresentaUon• Cons
– NoquanUfiabledata– InterconnecUons&relaUonsmaynotberelevant
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GoogleSuggest
• OriginallyaseparatetesUnglabinbeta,rolledintowebsearchAugust2008.
• Searchvolumeinferredbasedonorder,butnoquanUfiablevalue.
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GoogleSuggest
• Pros– Free!– DataisfromGooglesearchdata– ProvideslivesuggesUonsasyoutype
• Cons– NoquanUfiabledata– Basedontypingorder
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• PartofYahooSearch• Kicksinwhendelaywhileenteringsearchphrases
• Wordcanmatchanypartofsearchphrase
YahooAssist
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YahooAssist
• Pros– Free!– DataisfromYahoosearchdata– ProvideslivesuggesUonsasyoutype– TypedphrasescanmatchanywherewithinthesuggesUons
• Cons– NoquanUfiabledata
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Wordtracker
• Enterinkeywords&searchphrasestobeexpoundupon.
• Buildoutaprojectwithrelevantterms.
• Useforbrainstormingaswellasdrillingdownintospecificphrases.
• ObtainquanUfiablesearchnumbers. Freeversion:freekeywords.wordtracker.com
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Wordtracker
Pros– Basedonlast130daysworthofsearches– Singularvs.plural,misspellings,verbtensesallseparatedout– AdvancedfuncUonality:keyword“projects”,importdatainto
Excel,synonyms,… Cons
– RequiressubscripUonfee($59/monthor$329/year)– DataisfromasmallsampleofInternetsearches(fromthe
minorsearchenginesDogpileandMetaCrawler).– Containsbogusdatafromautomatedsearches– Nohistoricalarchives
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KeywordDiscovery
• SimilarfeaturesasWordtracker.
• Trendgraphsprovideavisualthatgoesbeyondtotalsearches.
• Varioussenngstorefinedata.
• Note:pluralsenngonlypluralizesthelastword.
Freeversion:www.keyworddiscovery.com/search.html
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KeywordDiscovery
Pros– Fullyearofhistoricalarchives– DataisfromalargersampleofInternetsearches– Singularvs.plural,misspellings,verbtensesallseparatedout
– Cansegmentbycountry– AdvancedfuncUonality:keyword“projects”,importdataintoExcel,synonyms,…
Cons– AccesstothehistoricaldatarequiressubscripUonfee($69.95/monthor$599.40/year).
– Containsbogusdatafromautomatedsearches
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• Enterinlistsofterms.
• Pulltermsfromawebpage.
• Searchvolume– SwitchtoExact
match– ShowSearchVolume
Trendscolumn.
GoogleAdWordsKeywordTool
Free version: adwords.google.com/select/KeywordToolExternal
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GoogleAdWordsKeywordTool
Pros– Free!– AccessingwithinGoogleAdWordsyieldsmorefeatures– DataisfromalargesampleofInternetsearches(fromGoogle)
– Singularvs.plural,misspellings,verbtenses– Cansegmentbycountry(withinAdWords)– Synonyms– Monthly&averagesearchvolumes
Cons– NumbersareapproximaUons
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• Providesagraphical,relaUvesearchvolumecomparison.
• Enterinupto5searchterms.
• Showsrelatednews.
• Sign‐intogetrelaUveranking.
GoogleTrends
www.google.com/trends
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GoogleTrends
Pros– Free!– SigningintoGoogleaccountprovidesaddiUonaldetail&features– DataisfromalargesampleofInternetsearches(fromGoogle)– Showsrelatednewssearches– Cansegmentbyregionorsubregion– FilterbyUmeframe– Canrunagainstwebsitesaswell
Cons– NumbersarepurelyrelaUonaltothequeryset– Nowaytoexport– Onlypresetdatafiltering– Limitedtobroad,popularsearchphrases
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GoogleInsightsforSearch
• SimilartoGoogleTrends• AddiUonaluniquefeatures
– Compareagainstacategory– Geographicsearchvolumemaps
– ProvidesarelaUveindexmeasureagainstallsearchesperformedonGoogleoverUme.
www.google.com/insights/search/
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GoogleInsightsforSearch
Pros– Free!– SigningintoGoogleaccountprovidesaddiUonaldetail&features– DataisfromalargesampleofInternetsearches(fromGoogle)– Showsrelatednewssearches– Showstopsearches– Showrisingsearchphrases– Cansegmentbyregion&subregion– FilterbyUmeframe,evencustomdateranges– ExportasCSV
Cons– Numbersareanormalizedindex– Limitedtobroad,popularsearchphrases
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SevenStepstoHighRankings
1)GetYourSiteFullyIndexed2)GetYourPagesVisible
3)BuildLinks&PageRank
4)LeverageYourPageRank
4)EncourageClickthrough
6)TracktheRightMetrics
7)FollowBestPracUces
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1)GetYourSiteFullyIndexed
Pagescan’trankiftheyaren’tindexed ThebereryourPageRank,thedeeper&moreo_enyoursitewillbecrawledbyGoogle.
IndexaUonchallengestypicallystemfrom:– Overly‐complexURLs– ContentduplicaUon– CannibalizaUon– Non‐canonicalizaUon(wwwvs.non‐www)
IndexaUon…toomuch,ornotenough?
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WhatShould&Shouldn’tBe
Page#esUmatesarewildlyinaccurate,&includenon‐indexedpages(e.g.oneswithnoUtleorsnippet).
MisconfiguraUons(inrobots.txt,inthetypeofredirectsused,requiringcookies,etc.)cankillindexaUon.
UUlizeXMLsitemapstohelpindexaUon&overcomecrawlinghurdles.
Makesureyour“404FileNotFound”pagereturnsahard404headerstatuscode.
KeepduplicatepagesoutoftheindexbystandardizingyourURLs,eliminaUngunnecessaryvariables,using301redirectswhenneeded,&CSSstylingforprinterfriendly.
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ComplexiUesCanKilltheCrawl
Searchenginesarewaryof“dynamic”pages‐theyfear“spidertraps.”
Avoid:– stopcharacters(?,&,=),‘cgi‐bin’– sessionIDsorlongnumericalstringsthatmightappear
likeasessionID.– unnecessaryvariablesinyourURLs,tracking
parameters.– frames– redirects– pop‐ups– navigaUoninFlash/Java/JavaScript/pulldownboxes– Ifnotfeasibleduetoplaxormconstraints,canbeeasily
handledthroughproxytechnology(e.g.,Netconcepts’GravityStream).
Tips:‐ Passparametersviacookies‐ Appendtrackingparametersasanamedanchorusing“#”insteadof“?”E.g.,ratherthantrackinglike?nav=footeruse#nav=footer.
‐ UseCSS&HTMLfordropdownmenus,onlyrelyingonJavaScriptfortheinteracUvity.
‐ Usehyphenstoseparatewordsinsteadofunderscores.
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AvoidComplexURLs
• Mayinhibitorevenpreventcrawling.
• WatchPageRank,checkcache&indexaUonofURLstodeterminewhereissuesmaylie.
One click in and cached: www.cdw.com/shop/search/hub.aspx?wclss=C
Two clicks, not cached: www.cdw.com/shop/search/hub.aspx?wclss=C3&cm_re=HubPA-_-Computers-_-notebook+computers+hub
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CanonicalizaUon
• Onesource–onedesUnaUon
• Atitssimplest,referstothehomepage.Example:– qvc.com– www.qvc.com
• RelatestoanycontentduplicaUon.
• “Canonical”tagcanhelp
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Robots.txt
• Protocolforblockingbots– KeepthemoutofspecificsecUons– Helpavoidduplicatecontent– Auto‐discoveryofXMLsitemap– Donewrong,canblockbotsfromenUresite– Unfortunately,tooo_en,implementedincorrectly
Tip: This will block all bots from your entire site User-agent: * Disallow: / Are you sure that’s what you want?
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InfiniteURLBloat
• InfiniteURLcombinaUonsdueto:– PaginaUon– SorUng– Filtering– DisplayopUons
http://www.circuitcity.com/ssm/LCD-Plasma-TVs/sem/rpsm/catOid/-12869/N/20012866+20012867+20012869+40001426+4589/link/ref/Ns/accm_num_unts_sld|1/link/ref/rpem/ccd/categorylist.do
http://www.circuitcity.com/ssm/LCD-Plasma-TVs/sem/rpsm/catOid/-12869/N/20012866+20012867+20012869+4589+40001426/link/ref/Ns/accm_num_unts_sld|1/link/ref/rpem/ccd/categorylist.do
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XMLSitemaps
Informthesearchenginesofyourpages.– Auto‐discoverythrough
robots.txt.– GoogleWebmasterCentral– YahooSiteExplorer– BingWebmasterCenter
NotasoluUonforbadURLs Google’sreporUngofindexed
URLscomparedtototalURLssubmiredmaybeanindicatorofURLorcontentquality.
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2)GetYourPagesVisible
100+“signals”thatinfluenceranking “Titletag”isthemostimportantcopy“onthepage” Homepageisthemostimportantpageofasite
Everypageofasitehasa“song”(keywordtheme) IncorporatekeywordsintoUtletags,hyperlinktext,headings
(H1&H2tags),altarributes,&highupinthepage(wherethey’regivenmore“weight”).
EliminateextraneousHTMLcode “Metatags”arenotamagicbullet
HavetextfornavigaUon,notgraphics Don’tletwhizz‐bang,oh‐ahbringyoudown
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MeaningfulTitles
• Keyword‐rich,withoutbeingspammy.
• Leadwithmostimportantkeywords.
• Looksgoodtohumans&bots.
• DPReview.com– #1for:digitalcamera– #1for:digitalcameras– Page‐1inGoogleforall
phrasevariaUonswithinUtle.
Digital Camera Reviews and News: Digital Photography Review: Forums, Glossary, FAQ
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NotSoMeaningfulTitles
• NotchangingUtlesisawastedopportunity.
• Checkyourownsiteforthiscostlymistake. site:www.domain.cominUtle:“UnUtledDocument”
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DuplicateTitleTags
• CheckforduplicaUon– Usespecialquerieswith
GoogletofindduplicaUon.
– Over9,000duplicatesofthisUtlealone…whatdoesitsaytoGoogle?
• PurelyduplicateUtles• CanonicalizaUon• Parameters&URLbloat
site:www.officedepot.com intitle:"Office Supplies: Office Products and Office Furniture: Office Depot"
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VisuallyAppealingtoHumans
• Textualbodycopy• TextualnavigaUon&
links.
• Doesn’tmeanasitecan’tbevisuallyappealing.
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TextuallyAppealingtoBots(&humans)
• Checkfortextvs.images:– Selectindividualtext– Ctrl‐Atoselectall– View“textonly”
versioninGooglecache.
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MetaTagsNoMagicBullet
• MetadescripUonsaresomewhatimportant,butonlyforclickthrough.
• Metakeywords–ignoredbyGoogle&Bing,nodiscernablevalueinYahooorAsk.
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CodeBloat–MoreCodeThanCopy
• Tables‐basedlayoutsvs.table‐less&CSS.
• Inline&embeddedCSSvs.external.
• EmbeddedJavaScriptvs.external.
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BewaretheWhizzBang
• FurtheryoumovefrompureHTML,thegreatertherisksofstoppingthebots,oreventurningawaythehumans.– JavaScriptpowereddropdown
navigaUons.– AJAXinteracUvity– Flash
• Progressiveenhancement–startwiththelowestcommondenominator,thenlayerontheeffects.
ThisNokiapagemaysUllbeloading…Ididn’twaittofindout.
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3)BuildLinks&PageRank
“Linkpopularity”affectssearchenginerankings PageRank–Linksfrom“important”siteshavemoreimpact
onyourGooglerankings(weightedlinkpopularity). GoogleoffersawindowintoyourPageRank
– PageRankmeterintheGoogleToolbar(toolbar.google.com)&3rdpartytoolslikeSEOforFirefox&SEOChat.comPageRankLookupareallpoweredbyGoogle’sToolbarServer
BingandYahoohavesimilarmeasurestoPageRank ExcellentalternaUvetoPageRankscore:mozRank
(Linkscape)
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LogarithmicNatureofPageRank
39
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4)LeverageYourPageRank
• Yourhomepage’sPageRankgetsdistributedtoyourdeeppagesbyvirtueofyourhierarchicalinternallinkingstructure(e.g.breadcrumbnavigaUon).
• PayarenUontothetextusedwithinthehyperlink(“Googlebombing”).
• UUlizerel=“nofollow”internally,butwithcare• Don’thoardyourPageRank• Don’tlinkto“badneighborhoods”
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AvoidPageRankDiluUon
• ManyofthestructuralissuesthatimpactindexaUon,canimpactPageRank.– CanonicalizaUon(www.domain.comvs.domain.com)
– Duplicatepages:(sessionIDs,trackingcodes,superfluousparameters).
– Ingeneral,searchenginesarecauUousofdynamicURLs(with?,&,and=characters)becauseof“spidertraps.”
• RewriteyourURLs(usingaservermodule/plug‐in)oruseahostedproxyservice(e.g.,GravityStream).
Read:catalogagemag.com/mag/markeUng_right_page_web/
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• 1product• 5differentURLs
– DiluUngPageRank– Duplicatedcontent– Self‐compeUng,cannibalizing
– Dilutedcrawlequity
EvenYouKnowWhoStruggles
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5)EncourageClickthrough
BeingontopofsearchresultscommandsarenUon.It’sanimpliedendorsement.
SynergisUceffectofbeingatthetopofthenaturalresults&paidresults.
EnUcetheuserwithacompellingcall‐to‐acUon&valueproposiUoninyourdescripUons.
YourUtletagiscriUcal SnippetgetsbuiltautomaUcally,butyouCANinfluencewhat’sdisplayedhere.SeemySELarUcle:searchengineland.com/anatomy‐of‐a‐google‐snippet‐38357
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PowerofPosiUon
• Wheredosearcherslook?– Enquiro,Did‐itEyetools
study.– GoldenTriangleor“F”shape
• Focuson– Naturalsearchvs.Paid– Abovethefold– Reinforcementbasedon
searchtermpresence.
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• Genngthereisonlyhalfthebarle.– DoUtlescapUvate?– Doesthe
descripUonreinforcethesearchterms?
– DoesthedescripUoncallthesearchertoacUon,leadingtoclickthrough?
DoYouSinginSearch?
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6)TracktheRightMetrics
• IndexaUon:#ofpagesindexed,%ofsiteindexed,%ofproductinventoryindexed,#of“freshpages.”
• Linkpopularity:#oflinks,PageRankscore(0‐10)
• Rankings:bykeyword,“filtered”(penalized)rankings
• Keywordpopularity:#ofsearches,compeUUon,KEI(KeywordEffecUvenessIndicator)scores.
• Cost/ROI:salesbykeyword&byengine,costperlead
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SEOMetrics
• Gobeyondrankings,referrals,conversions,andrevenue.
• AlsobeyondindexaUon,linkpopularity,keywordpopularity,KEI,PageRank
• UsealternaUvetrust&authoritymetricslikemozRank&mozTrust
• TrackandmeasurethehealthoftheLongTailoforganicsearch
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SEOMetrics
• Pageyield–%ofuniquepagesyieldingsearchengine‐deliveredtrafficinagivenmonth
• Keywordyield–raUoofkeywordstopagesyieldingsearchtraffic
• Brand‐to‐nonbrandraUo–%ofsearchtrafficcomingfrombrandkeywordsvs.nonbrandkeywords
• Uniquepages–non‐duplicatepagescrawled
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SEOMetrics
• Visitorsperkeyword–raUoofsearchenginedeliveredvisitorstosearchterms
• Index‐to‐crawlraUo–raUoofpagesindexedtouniquecrawledpages
• Engineyield–howmuchtraffictheenginedeliversforeverypageitcrawls
• Moreontheseathrp://www.pracUcalecommerce.com/arUcles/506/SEO‐Metrics‐That‐Marer/
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7)FollowBestPracUces
• Targetrelevantkeywords• Don’tstuffkeywordsorreplicatepages• Createusefulcontent• Don'tconceal,manipulate,orover‐opUmizecontent
• Linksshouldberelevant(noscheming!)• Observecopyright/trademarklaw&Google’sguidelines
• AndsomeUmesthebestpracUcesarejustavoidingtheworstpracUces…
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SpamminginItsManyForms…
• Hiddenorsmalltext
• Keywordstuffing• Targetedtoobviouslyirrelevantkeywords• Automatedsubminng,resubminng,deepsubminng• CompeUtornamesinmetatags
• Duplicatepageswithminimalornochanges
• Spamglish• Machinegeneratedcontent
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SpamminginItsDarkerForms…
• Pagejacking• Doorwaypages• Cloaking• SubminngtoFFA(“FreeForAll”)sites&linkfarms
• BuyingupexpireddomainswithhighPageRanks• Scraping• Splogging(spamblogging)
![Page 53: SEO: From Soup to Nuts (part 1)](https://reader033.vdocuments.net/reader033/viewer/2022051314/553dde174a795966358b4739/html5/thumbnails/53.jpg)
DoorwayPageExample
• BMW.dehostedmanydoorwaypageslikethisone,withlotsofkeywordstuffedtextforsearchenginespiders…
![Page 54: SEO: From Soup to Nuts (part 1)](https://reader033.vdocuments.net/reader033/viewer/2022051314/553dde174a795966358b4739/html5/thumbnails/54.jpg)
DoorwayPageExample
• Whichusedasneakyredirecttosendhumansearcherstothispage.
![Page 55: SEO: From Soup to Nuts (part 1)](https://reader033.vdocuments.net/reader033/viewer/2022051314/553dde174a795966358b4739/html5/thumbnails/55.jpg)
NotSpam,ButBadforRankings
• Splashpages,content‐lesshomepage,Flashintros• Titletagsthesameacrossthesite• Errorpagesinthesearchresults(e.g.,“Sessionexpired”)
• "Clickhere"links• Superfluoustextlike“Welcometo”atbeginningofUtles
• SpreadingsiteacrossmulUpledomains(usuallyforloadbalancing).
• Contenttoomanylevelsdeep
![Page 56: SEO: From Soup to Nuts (part 1)](https://reader033.vdocuments.net/reader033/viewer/2022051314/553dde174a795966358b4739/html5/thumbnails/56.jpg)
InSummary
• Focusontherightkeywords• Focusonsitearchitecture• Havegreatkeyword‐richcontent• Buildlinks,andthusyourPageRank• SpendthatPageRankwiselywithinyoursite• Measuretherightthings
• ConUnuallymonitor,benchmark,&don’tbeafraidtotest
![Page 57: SEO: From Soup to Nuts (part 1)](https://reader033.vdocuments.net/reader033/viewer/2022051314/553dde174a795966358b4739/html5/thumbnails/57.jpg)
NowWhat?
• Whatcanyoudotomorrowthatwillimproveyoursite’sSEO?Writedown3things.Get‘emdone!
• Remember:youeatanelephantonebiteataUme
• Tocontactme:[email protected]• ForanSEOBest&WorstPracUceswhitepaper&checklist,e‐mailme