Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site...
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Transcript of Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site...
![Page 1: Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site Fully Indexed Get Your Pages Visible Build Links.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d345503460f94a0b7c8/html5/thumbnails/1.jpg)
Mark BranomContinuing Studies CS 22
![Page 2: Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site Fully Indexed Get Your Pages Visible Build Links.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d345503460f94a0b7c8/html5/thumbnails/2.jpg)
Agenda
What is SEO? The Seven Steps to SEO
Get Your Site Fully Indexed Get Your Pages Visible Build Links & PageRank Leverage Your PageRank Encourage Clickthrough Track the Right Metrics Avoid Worst Practices
![Page 3: Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site Fully Indexed Get Your Pages Visible Build Links.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d345503460f94a0b7c8/html5/thumbnails/3.jpg)
Part 1: What Is SEO?
![Page 4: Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site Fully Indexed Get Your Pages Visible Build Links.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d345503460f94a0b7c8/html5/thumbnails/4.jpg)
Search Engine Optimization 6 times more effective than a banner
ad Delivers qualified leads Most user sessions begin at the
search engines Most online purchases are made on
sites found through search engine listings
![Page 5: Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site Fully Indexed Get Your Pages Visible Build Links.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d345503460f94a0b7c8/html5/thumbnails/5.jpg)
SEO is NOT Paid Advertising SEO – influence rankings in the
“natural” (a.k.a. “organic”, a.k.a. “algorithmic”) search results
PPC – paid search advertising on a pay-per-click basis. The more you pay, the higher your placement. Stop paying = stop receiving traffic.
SEM – encompasses both SEO and PPC
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Natural
Paid
Paid
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Most Important Search Engines Google – 67.6% market share Bing – 18.7% Yahoo – 10% Ask – 2.4% AOL – 1.3%
Source: searchenginewatch.com: http://searchenginewatch.com/sew/study/2345837/google-search-engine-market-share-nears-68
![Page 8: Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site Fully Indexed Get Your Pages Visible Build Links.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d345503460f94a0b7c8/html5/thumbnails/8.jpg)
What Are Searchers Looking For? Keyword Research
“Target the wrong keywords and all your efforts will be in vain.”
The “right” keywords are… relevant to your business popular with searchers
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Keyword Research
Tools to check popularity of keyword searches http://WordTracker.com http://KeywordDiscovery.com http://adwords.google.com/
KeywordPlanner http://www.google.com/trends/ http://ubersuggest.org/
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SEO. A Moving Target.
Lots is changing… Personalization & customization Vertical search services (Images, Video, News, Maps,
etc.) “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
![Page 11: Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site Fully Indexed Get Your Pages Visible Build Links.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d345503460f94a0b7c8/html5/thumbnails/11.jpg)
The Search Engines Are Your Friend Sitemaps.org Webmaster tools (e.g. Google Webmaster,
Bing Webmaster) Rel=“nofollow” tag
![Page 12: Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site Fully Indexed Get Your Pages Visible Build Links.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d345503460f94a0b7c8/html5/thumbnails/12.jpg)
Part 2: Seven Steps to SEO
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Begin The 7 Steps
1) Get Your Site Fully Indexed 2) Get Your Pages Visible 3) Build Links & PageRank4) Leverage Your PageRank4) Encourage Clickthrough6) Track the Right Metrics7) Avoid Worst Practices
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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 handled through proxy technology (e.g. GravityStream)
The better your PageRank, the deeper and more often your site will be spidered
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1) Get Your Site Fully Indexed 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
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Not Spider-Friendly
GET http://www.bananarepublic.com --> 302 Moved Temporarily
GET http://www.bananarepublic.com/browse/home.do --> 302 Moved Temporarily
GET http://www.bananarepublic.com/browse/home.do?targetURL=http%3A%2F%2Fwww.bananarepublic.com%2Fbrowse%2Fhome.do&CookieSet=Set --> 302 Moved Temporarily
GET http://www.bananarepublic.com/cookieFailure.do --> 200 OK
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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 (where they’re given more “weight”)
Eliminate extraneous HTML code “Meta tags” are not a magic bullet Have text for navigation, not graphics
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Pretty good title
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Not so good title – where’s the phrase “credit card”?
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Good link text and body copy
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Good link text and body copy
![Page 22: Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site Fully Indexed Get Your Pages Visible Build Links.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d345503460f94a0b7c8/html5/thumbnails/22.jpg)
No link text or body copy
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No link text or body copy
![Page 24: Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site Fully Indexed Get Your Pages Visible Build Links.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d345503460f94a0b7c8/html5/thumbnails/24.jpg)
Take a peek under the hood
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The “meta tags”
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Unnecessarily bloated HTML
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3) Build Links and PageRank “Link popularity” affects search engine rankings
PageRank™ - Links from “important” sites have more impact on your Google rankings (weighted link popularity)
Google offers a window into your PageRank PageRank meter in the Google Toolbar
(toolbar.google.com) Google Directory (directory.google.com) category pages 3rd party tools like SEOChat.com’s “PageRank Lookup” &
“PageRank Search”
Scores range from 0-10 on a logarithmic scale
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Google’s Toolbar – with handy PageRank Meter
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4) Leverage Your PageRank Your home page’s PageRank gets
distributed to your deep pages by virtue of your hierarchical internal linking structure (e.g. breadcrumb nav)
Pay attention to the text used within the hyperlink (“Google bombing”)
Don’t hoard your PageRank Don’t link to “bad neighborhoods”
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4) Leverage Your PageRank Avoid PageRank dilution
Canonicalization (www.domain.com vs. domain.com)
Duplicate pages: (session IDs, tracking codes, superfluous parameters)
http://company.com/Products/widget.html http://company.com/products/widget.html http://company.com/Products/Widget.html http://company.com/products/Widget.html
In general, search engines are cautious of dynamic URLs (with ?, &, and = characters) because of “spider traps” Rewrite your URLs (using a server module/plug-in) or
use a hosted proxy service (e.g. GravityStream) See
http://catalogagemag.com/mag/marketing_right_page_web/
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Duplicate pages
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Googlebot got caught in a “spider trap”
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Search engine spiders turn their noses up at such URLs
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Thus, important content doesn’t make it into the search engine indices
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5) Encourage Clickthrough Zipf’s Law applies - you need to be at the top
of page 1 of the search results. It’s an implied endorsement.
Synergistic effect of being at the top of the natural results & paid results
Entice the user with a compelling call-to-action and value proposition in your descriptions
Your title tag is critical Snippet gets built automatically, but you CAN
influence what’s displayed here
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Where do searchers look? (Enquiro, Did-it, Eyetools Study)
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Search listings – 1 good,1 lousy
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6) Track the Right Metrics Indexation: # of pages indexed, % of
site indexed, % of product inventory indexed, # of “fresh pages”
Link popularity: # of links, PageRank score (0 - 10)
Rankings: by keyword, “filtered” (penalized) rankings
Keyword popularity: # of searches, competition, KEI (Keyword Effectiveness Indicator) scores
Cost/ROI: sales by keyword & by engine, cost per lead
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Avoid Worst Practices
Target relevant keywords Don’t stuff keywords or replicate
pages Create deep, useful content Don't conceal, manipulate, or over-
optimize content Links should be relevant (no
scheming!) Observe copyright/trademark law &
Google’s guidelines
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Spamming in Its Many Forms… Hidden or small text Keyword stuffing Targeted to obviously irrelevant
keywords Automated submitting, resubmitting,
deep submitting Competitor names in meta tags Duplicate pages with minimal or no
changes Spamglish Machine generated content
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Spamming in Its Many Forms… Pagejacking Doorway pages Cloaking Submitting to FFA (“Free For All”)
sites & link farms Buying up expired domains with high
PageRanks Scraping Splogging (spam blogging)
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BMW.de hosted many
“doorway pages” like
this one
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“Sneaky redirect” sent searchers to
this page
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Not Spam, But Bad for Rankings Splash pages, content-less home page,
Flash intros Title tags the same across the site Error pages in the search results (eg
“Session expired”) "Click here" links Superfluous text like “Welcome to” at
beginning of titles Spreading site across multiple domains
(usually for load balancing) Content too many levels deep
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What Next? Conduct an SEO Audit! Is your site fully indexed? Are your pages fully optimized? Could you be acquiring more PageRank? Are you spending your PageRank wisely? Are you maximizing your clickthrough
rates? Are you measuring the right things? Are you applying “best practices” in SEO
and avoiding all the “worst practices”?
![Page 46: Mark Branom Continuing Studies CS 22. Agenda What is SEO? The Seven Steps to SEO Get Your Site Fully Indexed Get Your Pages Visible Build Links.](https://reader030.fdocuments.in/reader030/viewer/2022032800/56649d345503460f94a0b7c8/html5/thumbnails/46.jpg)
Before SEO
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Before SEO
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AfterSEO
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AfterSEO
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In Summary
Focus on the right keywords Have great keyword-rich content Build links, and thus your
PageRank™ Spend that PageRank™ wisely within
your site Measure the right things Continually monitor and benchmark