SEO THE SECRET SAUCEApplied Search Engine Optimization
Presented by Massimo Paolini
MPThree Consulting Inc.
www.mpaolini.com
408-256-0673
WHAT WE WILL COVER
Definition Two Audiences Architecture (or a plan)
Would you like to know who the audiences are?
DEFINITION Search engine optimization (SEO) is the
process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.
Google’s technology is based on keywords that you type. Instantly giving you results.
SEO
SEO is very time
consuming, there are no shortcuts.
Time = Money
SEO
A word once on a page is a word on a
page
A word twice is a mention
A word three times
is a keyword
RECENCY AND RELEVANCE
The search engines want to give you the customer the most recent and relevant content in their index related to your “keyword”
Recent is easy. If we both publish an article on the same subject but 2 minutes apart, if mine was the later one mine will be on top
Relevance is more complex.It’s a combination of votes in the form of links to your content, of keywords included in the content and other factors.
TWO AUDIENCES
Human The most important Pays the bills More complex Spots fakes Pays the bills
Machine Constantly changing Very predictable Very important
AR
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A foreword about architecture.
Ideally you would build your site from the ground up with SEO in mind.
Most of us don’t making the work harder and more expensive later.
Each main page has ONE keyword and stands on its own.
Each is supported by multiple pages/posts supporting the primary keyword.
Just like pillars supporting a structure, you need pages supporting each other.
More later with internal linking.
AboutServic
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Blog
Home
WHAT WE COVERED
Definition Two Audiences Architecture
NEXT Practical research – Google Search EngineHow to use Google’s Search Engine to start your research.
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Use Google’s own search
engine:• Suggestion
box
Is a powerful tool to help you understand what other people search for.
For the following slides we’ll use Search Engine Optimization as the example
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This is for both the human & machine
More tools are hidden from the default view on the SERP:
Note: This is only available with “Instant turned off”
Click “Search tools”
Click “Wonder Wheel”
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This is for both the human and
machine
This shows relationships between keywords. Filter the results with common sense:• SEO Tools
doesn’t work since I don’t have tools
• SEO Forum is for conversation, no
• Meta tags, no• SEO tips, no• SEO pricing, no• Google SEO –
YES• SEO Tutorial, no• SEO software, no
THIS IS NOT A SCIENCE!
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• Google Webmaster, no
• Google Adwords, no
• Google SEO tips, no
• Google SE submission, maybe
• Google SE, maybe
• Google Meta tags, no
• Google Sitemap, no
• Google rankings, maybeStart a list.
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From the previous items and this one we have:• Google SEO• Google
Rankings• Improve
Google Rankings
• Website Rankings
• SE Rankings
NEXT:USE GOOGLE’S TOOLS – INSIGHT FOR SEARCH
Definition Two Audiences Architecture
Practical research – Google Search Engine
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Google for Advertisers is a great site, lots of good tools.
We will work in the “Insights” area
http://services.google.com/advertisers/us/
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This is a very powerful tool.
Start by simply typing your search.
You will need to do this for every keyword on your list
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If a search returns:
“Not enough search volume to show graphs.”
You are possibly looking at a long tail keyword.
A LITTLE DETOUR
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Remember the columns?
Long tail keywords are important for support
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I went to a higher level keyword and got some results.
The graph is NOT trending down showing the trend is steady
The graphs DO NOT represent the volume but the trend ONLY
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Geography is important if you are a local business and must do business locally or if you need to localize your software
Web Analytics
SEO
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Now the main courseContinue building your list.
Then click through to the next one and repeat
This research should take 2-3 hours minimum
Web Analytics
SEO
Repeat for every keyword you have
NEXT:USE GOOGLE’S TOOLS –KEYWORD TOOL
Definition Two Audiences Architecture
Practical research – Google Search Engine
Insight for search
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Take the list from the keyword tool and insert it into the Google keyword tool.
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Look at the traffic and competition for each and the suggestions.
Use the local numbers, unless you work globally.
Make sure you’re using broad match
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Export the data for all the keywords and concatenate into one spreadsheet
Sort by estimated CPC
Use de-duplication tool in Excel
Apply common sense again
NEXT:COMPETITIVE ANALYSIS
Definition Two Audiences Architecture
Practical research – Google Search Engine
Insight for search Keyword Tool
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Click on the top keywords and note who the competition is.
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Use a tool to ascertain what their PR is and what they are using for Title, Description, KW, and density.
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Here we are looking at their Meta Data and the Keyword Density
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From the Google Search copy the top competition into the Website field of the tool
Google will dutifully give you a list of more keywords that are on that page.Check them against your list
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Add to your growing list if it meats the right criteria and strike if not (unless it’s along tail and can fit on the pillar)
Now repeat the process for all the items on your list
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Use the MS tools to determine probability of conversionhttp://adlab.microsoft.com/Online-Commercial-Intention/Default.aspx
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Take the list, with the audience intelligence added and your site’s architecture and create the columns we talked about.
ONE keyword per page.
You will need a lot of pages.
NEXT:OPTIMIZE YOUR SITE
Definition Two Audiences Architecture The keyword list
Practical research – Google Search Engine
Insight for search Keyword Tool Competitive analysis
HUMAN AND MACHINE SEO
Two items for the SERP
Title Description Images Content
URL H1 KW 3 times Alt tags Clean code Optimized page
Human Machine
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The SERP is changing a lot.
You can control the title (blue link) and the description.
If I typed web analytics in the search (the keywords) I will want to see that KW on the title and in the description.
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In the Title field KW first, description, brand
In the description you need to do the same thing and give the searcher a compelling reason to click through
AP
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I use WordPress with Thesis because among other things it gives me a very granular control of the SEO fields.
HOW DO I APPLY THIS?
Create a document template with the following : Keyword Title Tag Description URL H1Fills these before you start typing, having those items will take care of all the other mechanics you need.
NEXT:MINI-NETS & OTHER TOOLS
Definition Two Audiences Architecture The keyword list Optimize your site
Practical research – Google Search Engine
Insight for search Keyword Tool Competitive analysis
MIN
I-NET
Make your site the center of the universe and create an interlinked network of sites and pages all pointing to your site as the authority.
DO NOT buy links.
TOOLS
Plenty of tools for SEO, all equally good. SEOmoz WEB CEO HubSpot SEO Chat SEO Toolsand many more.
ULTIMATELY content is KING!
I will be emailing this presentation to anyone who leaves me a business card.
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