webmarketing123 your toughest seo questions, answered! 5-08-2012

Your Toughest SEO Questions, Answered!

Today’s Host:

Alex Dunks

Senior SEO Strategist

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Some Practical Matters

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Connect with us

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Want to learn more?


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Connect with us

on Social Media

Want to learn more?


Yes! Just email

[email protected]

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Connect with us

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Want to learn more?


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Request a Customized SEO Assessment Today.


visit bit.ly/wm123seo

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1 How does Google rank websites? How does Google discover, index, and rank webpages?

2 Choosing the Right Keywords Understand your target audience for B2B and B2C sales

3 Links: Inbound and Internal Demystify the rumors about link building

4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, Duplicate content, Image SEO

5 Tracking Results and Measuring ROI 360 tracking from keyword search to closed deal

Webinar Agenda

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4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, Duplicate content, Image SEO,


Webinar Agenda

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THERE ARE 4 BILLION SEARCHES ON GOOGLE EVERY DAY

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Q: How do search spiders crawl the web?

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Search bots follow links to get from page to page

Q: How Do Search Spiders Crawl the Web?

Home Page

Category Level Page

Product Level Page1

Product Level Page2

Data Center

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• Crawling:

• Discovering new and updated pages on the web • Daily, weekly, monthly



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• Crawling:


• Indexing:

• Compiling data from crawls into data centers



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• Crawling:


• Indexing:

• Compiling data from crawls into data centers

• Serving Results:

• Based on relevancy • Over 200 factors considered • Content, keywords, links



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Q: How do I influence how often Google crawls my

website?

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Several ways to positively influence search spiders to visit your site

Q: How Do I Influence Google to Crawl My Site?

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• Regularly generate fresh and unique content

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• Submit and verify an XML Sitemap through

Webmaster Tools

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Webmaster Tools

• Reduce the click-depth required to visit deeper

pages

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Webmaster Tools

• Reduce the click-depth required to visit deeper

pages

• Earn more links!

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4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, Duplicate Content, Image SEO


Webinar Agenda

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Q: What keywords should I optimize for?

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Investigate Google Insights to compare long-term trends: www.google.com/insights/search

Keyword Optimization

http://www.google.com/insights/search

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Select a mix of both “head match” and “long tail” keywords


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• Best Practices

• Have a mix of both generic and

“long-tail” terms

• It’s not just about search volume

• Google your proposed search terms

to see if the sites ranking on page 1

are relevant to what your business

offers

• Look at search trends & social media

for your proposed keywords

• Expand on your keywords by finding

variations

Keyword Optimization Keyword selection is important because it determines the course of your campaign

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Let’s look at a real working keyword list

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Q: How long does it take to advance in rankings?

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# of Keywords on the First Page over Time

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Q: How many keywords do I target per page?

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Develop a “mapping” document that targets 3-5 keywords per page

Q: How Many Keywords To Target Per Page?

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A: Develop Content Silos Consider your site’s thematic structure

• Thematically Group Pages

Around Keywords

• Link Pages Within The Same

Groups To Further Strengthen

Theme of Website

• Search Engine Spiders Can

See a Theme Across Your Site

That Makes Sense

Mobile

Enterprise

SMB

Other Relevant Internal Pages

Mobile SMB Enterprise

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Q: How to write about keywords without overdoing

it?

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Develop naturally written, “non-spammy” content

Q: How to Include Keywords Without Overusing?

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• Best Practices

• Write for humans

• Proofread

• Grammar

• Tone of voice / natural writing style



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• Best Practices

• Write for humans

• Proofread

• Grammar

• Tone of voice / natural writing style

• Avoid Doing These

• Try to trick search engines with manipulative tactics

• Using Flash (you exclude your iphone & ipad users)

• Overusing your keywords: Read it out loud!



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4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO,


Webinar Agenda

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Q: Why do links matter?

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Serve as “votes” for your website

Q: Why do links matter?

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Q: How do I acquire inbound links?

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On-page content needs to be supported by other content channels

Q: How Do I Get More Inbound Links?

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• Support your content with other

relevant sources such as:

• Company blog

• Newsletters

• Facebook posts

• Tweets

• White papers

• Case studies

• Infographics

On-page content needs to be supported by other content channels

Q: How Do I Get More Inbound Links?

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Become a trusted source Is your content worthy of being shared?

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Become a trusted source Is your content worthy of being shared?

What You Need to Offer:

• Unique Research

• Informed Opinions

• News/Trend Analysis

• Authentic Expert Contributors

Industry relevant

blogs

Mentioned in news

publications

Cited at conferences +

events

Liked/Shared on

Facebook

Links are

Tweeted/Retweeted

Links from Forums

Courtesy: SEOmoz

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4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO


Webinar Agenda

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Mobile, Tablet & Voice Search

All encourage the user to focus on top 3-4 results, “above the fold”

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Google Algorithm Updates - Panda

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Google Algorithm Updates - Penguin

• Penguin

• Targeting “webspam” and “overoptimization”

• Black Hat Techniques

• Link Schemes / Spam

• Keyword Stuffing

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Q: What are best practices for dealing with duplicate

content?

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Best practices for handling duplicate content issues

Q: How Do I Deal With Duplicate Content?

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Image courtesy of:

http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/A

AAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg

http://bp2.blogger.com/_o5Na_9269nA/RuleCxWoOXI/AAAAAAAAAuU/akzGuAnW5nQ/s1600-h/swedish-fish.jpg






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• Recognize duplicate content

Image courtesy of:









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• Use 301 redirects where possible

Image courtesy of:









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Image courtesy of:



• Implement rel=canonical







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Image courtesy of:



• Implement rel=canonical

• URL parameter handling







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Q: How do I optimize a site with lots of images?

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Best practices for media-rich websites

Q: How Do I Optimize a Site with Many Images?

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Alt Tag

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Alt Tag

Descriptive

File Name

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Alt Tag

Descriptive

File Name

Captions

around/near

images

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Alt Tag

Descriptive

File Name

Captions

around/near

images XML

Sitemap

Extension

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4 Key Trends for 2012 & Beyond Mobile, Tablet & Voice Search, Page load speed, duplicate content, image SEO


Webinar Agenda

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Q: How do I invest in something that is constantly

changing?

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Q: How do you measure ROI?

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Set up Goals

• Define conversions for your business goals

• Set your goal values

• Analyze which keywords are leading to more

conversions and work to strengthen them in your

links and content

• Consider removing poor-performing keywords from

your campaign

• Observe where visitors abandon the goal path and

analyze the data to determine why

Use website analytics to track goal completions

Q: How Do I Measure ROI?

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Dig into the market trends to determine your strengths and focus on continually improving your position

• Compare your metrics to past data

• Observe possible seasonality factors

• Track your progress through non-paid, non-branded traffic trends


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Online attribution management tools can close the loop from first touch to closed deal


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Online attribution management tools can close the loop from first touch to closed deal


Allows for 360 tracking from initial keyword search to closed opportunity by uncovering

data from Analytics and CRM into unified view.

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Key Takeaways

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Key Takeaways

1 SEO is Constantly Evolving: Take advantage of tools and resources

(many of them free!) to stay up to date on latest search marketing trends.

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Key Takeaways

1

2

SEO is Constantly Evolving: Take advantage of tools and resources


Know Your Goals: Regardless of tactics utilized, don’t lose site of

overall strategy and expected outcomes.

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Key Takeaways

1

2

3

SEO is Constantly Evolving: Take advantage of tools and resources


Know Your Goals: Regardless of tactics utilized, don’t lose site of

overall strategy and expected outcomes.

Prove the ROI: Continue to demonstrate the ROI of digital marketing

by measuring outcomes and reallocating budget to highest performing

channels.

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• Request a Customized SEO Assessment Today.


• Email [email protected]

• Or visit bit.ly/wm123seo

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- “Cost of the Problem” Analysis: Discover the cost of not ranking

in the top positions on search engines. How much revenue is being

lost to competitors with the best rankings?

- Take a hard look at your competitors: Find out where you rank

against your top competitors and what tactics they’re employing.

- Comparison of different digital strategies: Paid Search, Organic

Search, Display Advertisiing, Social Media Marketing.

Request a Consultation: bit.ly/wm123seo

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webmarketing123 your toughest seo questions, answered! 5-08-2012

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