seo-high traffic routing


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  • 1.SEO HIGH TRAFFIC ROUTING Global Information InternshipProgram from BUDNET

2. Todays Agenda What is SEO? The Seven Steps to Higher Rankings Get Your Site Fully Indexed Get Your Pages Visible Build Links & PageRank Leverage Your PageRank Encourage Clickthrough Track the Right Metrics Avoid Worst Practices 3. Part 1: What Is SEO? 4. EverythingRevolvesAround Search 5. Search Engine Optimization 6 times more effective than a banner ad Delivers qualified leads 80% of Internet user sessions begin at thesearch engines (Source: 55% of online purchases are made on sitesfound through search engine listings(Source: 6. SEO is NOT Paid Advertising SEO Search Engine Optimization seeks toinfluence rankings in the natural (, a.k.a. algorithmic) search results PPC paid search advertising on a pay-per-clickbasis. The more you pay, the higher yourplacement. Stop paying = stop receiving traffic. SEM encompasses both SEO and PPC 7. PaidNatural Paid 8. Google Listings Your VirtualSales Force making 6-7 figures a month from Savvy retailersnatural listings Savvy MFA (Made for AdSense) site ownersmaking 5-6 figures per month Most sites are not SE-friendly Google friendliness = friendly to other engines First calculate your missed opportunities 9. Not doing SEO? Youre Leaving Money on the Table Calculate the missed opportunity cost of not ranking well for products and services that you offer?# of people engine shareexpected click- average averagesearching for (Google = through rateconversion rate transactionyour keywords x 60%)x x x amount E.g.10,000/day x 60% x 10% x 5% x $100 = $3,000/day 10. Most Important SearchEngines Google (also powers AOLSearch,, iWon, etc.) 60.29%market share (Source: Hitwise) Yahoo! (also powersAlltheweb, AltaVista, Hotbot, Lycos, CNN, A9) 22.58% Live Search (formerly MSN Search) 11.56% Ask 3.63% 11. People Are Googling Are YouThere? 12. What Are Searchers LookingFor? Keyword Research Target the wrong keywords and all your efforts willbe in vain. The right keywords are relevant to your business popular with searchers 13. Keyword Research Tools to check popularity of keywordsearches Trellians Googles Keyword Tool Google Trends Google Suggest 14. Pros Based on last 60 days worth of searches Singular vs plural, misspellings, verb tenses all separated out Advanced functionality: keyword projects, import data intoExcel, synonyms, Cons Requires subscription fee ($260/year) Data is from a small sample of Internet searches (from the minor searchengines Dogpile and MetaCrawler) Contains bogus data from automated searches No historical archives 15. KeywordPopularity According toWordTracker 16. Pros Full year of historical archives Data is from a large sample of Internet searches (9 billion searches compiled from 37 engines) Singular vs plural, misspellings, verb tenses all separated out Can segment by country Advanced functionality: keyword projects, import data into Excel, synonyms, Cons Access to the historical data requires subscription fee (~$30/month) Contains bogus data from automated searches 17. Keyword PopularityAccording toKeywordDiscovery 18. Google AdWords Keyword Tool Pros Free! (Must have an AdWords account though) Data is from a large sample of Internet searches (from Google) Singular vs plural, misspellings, verb tenses all separated out Can segment by country Synonyms Cons No hard numbers Augment this tool with other free Google tools: Google Suggest ( Google Trends ( 19. Keyword Popularity According to GoogleAdWordsKeyword Tool 20. Keyword Popularity According to GoogleAdWordsKeyword Tool 21. Keyword Popularity According toGoogle Trends 22. KeywordPopularity According toGoogleSuggest 23. Keyword Research Competition for that keyword should also beconsidered Calculate KEI Score (Keyword EffectivenessIndicator) = ratio of searches over number ofpages in search results The higher the KEI Score, the more attractive thekeyword is to target (assuming its relevant toyour business) 24. SEO. A Moving Target. A lot is changing Personalization & customization Vertical search services (Images, Video, News, Maps, etc.) Blended Search aka Universal Search Fortunately, the tried-and-true tactics still work Topically relevant links from important sites Anchor text Keyword-rich title tags Keyword-rich content Internal hierarchical linking structure The whole is greater than the sum of the parts 25. The Search Engines Are YourFriend Webmaster tools (e.g. Google Webmaster Central, LiveSearch Webmaster Center, Yahoo Site Explorer) Rel=nofollow tag Meta NOODP tag Speaking at search engine conferences Publishing blogs dedicated to helping webmasters Participating on SEO forums Weather reports 26. SEO Can Dramatically ImproveTraffic/SalesNon-optimal site withOptimized site with manyfew pages indexedpages indexed=$Few visits/sales per day Many visits/sales per day! 27. Part 2: Seven Steps to HighRankings 28. Begin The 7 Steps1) Get Your Site Fully Indexed2) Get Your Pages Visible3) Build Links & PageRank4) Leverage Your PageRank4) Encourage Clickthrough6) Track the Right Metrics7) Avoid Worst Practices 29. 1) Get Your Site Fully Indexed Search engines are wary of dynamic pages - they fear spider traps Avoid stop characters (?, &, =) cgi-bin, session IDs and unnecessary variables in your URLs; frames; redirects; pop-ups; navigation in Flash/Java/Javascript/pulldown boxes If not feasible due to platform constraints, can be easily handledthrough proxy technology (e.g. GravityStream) The better your PageRank, the deeper and more often your site will be spidered 30. Common Barriers to Spidering:! Lack of links down into allcontent pages; navigation; Non-textlink sitewide Search-form-only; Javascript/Java-only (ie: dynamic menus); Flash apps / Splash pages; Non-optimal URL formats of pages; URL Framed Content 31. 1) Get Your Site Fully Indexed(contd) Page # estimates are wildly inaccurate, and include non-indexed pages (e.g. ones with no title or snippet) Misconfigurations (in robots.txt, in the type of redirects used, requiring cookies, etc.) can kill indexation Keep your error pages out of the index by returning 404 status code Keep duplicate pages out of the index by standardizing your URLs, eliminating unnecessary variables, using 301 redirects when needed 32. Results inSupplemental Hell 33. Example of Non-Optimal Site Design:PR 8 site has META refresh redirect on homepage spiders notredirected to destination page:Also, indexed shell page doesnt contain any text content! 34. Not Spider-Friendly GET --> 302 Moved Temporarily GET --> 302Moved Temporarily GET --> 302 Moved Temporarily GET --> 200OK 35. 2) Get Your Pages Visible 100+ signals that influence ranking Title tag is the most important copy on the page Home page is the most important page of a site Every page of your site has a song (keyword theme) Incorporate keywords into title tags, hyperlink text, headings(H1 & H2 tags), alt tags, and high up in the page (wheretheyre given more weight) Eliminate extraneous HTML code Meta tags are not a magic bullet Have text for navigation, not graphics 36. Pretty good title 37. Not so good title wheres the phrasecredit card? 38. Dynamic Site Leaves Session IDs inURLs:Titles not specific to page (jewelry)Main text on page just nav labels Little text/keyword content 39. Good link textand body copy 40. Good link textand body copy 41. No link text orbody copy 42. No link text orbody copy 43. Take a peekunder thehood 44. The meta tags 45. Unnecessarilybloated HTML 46. 3) Build Links and PageRank Link popularity affects search engine rankings PageRank - Links from important sites have more impact onyour Google rankings (weighted link popularity) Google offers a window into your PageRank PageRank meter in the Google Toolbar ( Google Directory ( category pages 3rd party tools like SEOChat.coms PageRank Lookup & PageRank Search Scores range from 0-10 on a logarithmic scale Live Search and Yahoo have similar measures to PageRank 47. Googles Toolbar with handy PageRankMeter 48. GoogleDirectory listings areorganized byPageRank 49. Conduct anyGoogle queryand get resultsorganized byPageRank 50. 4) Leverage Your PageRank Your home pages PageRank gets distributedto your deep pages by virtue of yourhierarchical internal linking structure (e.g.breadcrumb nav) Pay attention to the text used within thehyperlink (Google bombing) Dont hoard your PageRank Dont link to bad neighborhoods 51. Ideal internal site linkinghierarchies: Homepages often will beGood link trees informhighest-ranking site search engines about pages since theywhich site pages are typically have most most important.inbound links.*Sitemaps can also be used to tell SEs about pages, & to definerelative priority. 52. 4) Leverage Your PageRank Avoid PageRank dilution Canonicalization ( vs. Duplicate pages: (session IDs, tracking codes,superfluous parameters) In general, search engines are cautious of dynamicURLs (with ?, &, and = characters) because of spidertraps Rewrite your URLs (using a server module/plug-in) or usea hosted proxy service (e.g. GravityStream) See 53. Duplicatepages 54. Googlebot gotcaught in aspider trap 55. Search enginespiders turntheir noses upat such URLs 56. Thus, importantcontent doesntmake it into thesearch engineindices 57. 5) En