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SEMpdx SearchFest 07 Slide 1
Overcoming The Top 10 SEO Mistakes
What To Do for Search Engine Success
www.Straight-On.com searchenginemkt.comSEMpdx SearchFest 07Slide 2
out of a Million
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AVOID The5 Deadly SEO Sins
Not Planning SEO from start Not Designing for search engines Not Providing enough content Not Optimizing pages thoroughly Not Continually improving
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Top 10 SEO Mistakes:
You Don’t
1. Start planning SEO when starting a new Web project2. Include “link bait” or “link magnets” content3. Define important messages using effective keywords4. Distribute keyword phrases across multiple pages5. Design with all HTML features needed to support SEO6. Include content concentrated enough for an SEO win7. Write <titles> unique to pages having relevant keywords8. Apply keywords in all right places on the page9. Optimize enough to win without overdoing it10. Have a continuous cycle of testing and improving
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Off-Page Strategy
Optimize for Organic Search Engines
Obtain incoming links to increase traffic and Page Rank, helping highly competitive keywords win
Pursue Pay for Click where we don’t expect good and timely results from organic search.
On-Page Strategy
You SHOULD Have
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Lay Foundation for Success
Keywords Content (Link Magnets) Keywords mapped to pages Navigation path for engines Page layout supporting SEO
Provide reasons for people to visit your site, revisit it, and link to it.
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Authoritative Source of Information Application Notes, Reports
Desirable Tool Calculator
Community Experience Forum, FAQ, Blogs
Valuable Information White Paper, E-book, Newsletter
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Select Right Keywords
Appropriate - Fit business goals for site Popular – Many searches performed Relevant - Used by buyers, not sellers Competitive – Capable of winning Targeted – Specific requests of buyers
Tools: WordTracker, Yahoo/Overture, Google
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Yahoo Search Marketing
To find, Google [overture suggestion]
frontpage shopping cart software 152 shopping cart software php 284 asp shopping cart software 341 ecommerce template 2048 shopping cart software 35524
Search TermCount
Searches done in August 2005
No results for [frontpage asp shopping cart software]
Free
(Overture Suggestion Tool)
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Design Site for search
Product Categories Articles
Customer Information
Home
Product Detail Pages
sitemap.htm, sitemap.xml
Link Magnets on Search Landing Pages
Tracking PagesPPC, Specials
Distribute Keywords
Forums, Blogs, Search
Navigation
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Optimize Page Elements <title> Meta Description Meta keywords Heads Text Image Alt Tags (and titles) Link names (anchor text)
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Waiting For Believers Page
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Optimization Cycle
Compare with SW
Design or Edit Web Page
Search Engine Rules
Metrics of Top Web pages
Or Selected Web Pages
?
Client Review
Too Weak
Just Right or Good enough
Too Strong
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Measure Web Position and Improve
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5 Keys to SEO Success!
1. Plan for SEO victory from the beginning
2. Design site and pages for search engines
3. Author valuable content rich with keywords
4. Optimize All SEO/HTML elements
5. Test and Continually Improve
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Use the 5 keys to SEO success and you may take first place, a heavenly experience indeed.
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Bonus Slides
More information on
www.straight-on.com
and
www.searchenginemkt.com
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Optimization Principles
Keyword Relevance Keyword Density Keyword Frequency Keyword Prominence Concentrated Theme Work for Google, Yahoo, MSN Valuable and sensible to people
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Keyword Density for [Shopping Cart]
Shopping Cart
FrontPage Shopping Cart
FrontPage Shopping Cart Software $105 to $175
100%
67%
15%
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Keyword Relevance
Anna Nicole Smith Shopping Cart Software The Very Best Solutions On the Internet
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Keyword Frequency (4)
Shopping Cart Software Shopping cart software for MS Windows or
Linux. Ecommerce templates with Shopping cart software is available for FrontPage or Dreamweaver. At $105 to $175 this is the most cost-effective shopping cart software solution on the market!
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Keyword Prominence
Shopping Cart Software
Shopping cart software with all the features you need, the look that you want and a price you can’t afford not to spend.
Ecommerce Value
All of the features you need with the look you want, at a price you can’t afford not to spend in our shopping cart software. Order your shopping cart software today!
High Prominence Low Prominence
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Elements of Top Scoring Pages
Link PopularityScore based on number of incoming links
Page ReputationScore based on what incoming links say
Page Importance – Google Page Rank associated with incoming link
Source: Planet Ocean Communications, www.planetocean.com
Google Page Rank
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Google Page Rank
Source: Google – http://www.google.com/corporate/tech.html
…perfect search engine" … "understands exactly what you mean and gives you back exactly what you want."
Google uses PageRank™ to examine the entire link structure of the web and determine which pages are most important. It then conducts hypertext-matching analysis to determine which pages are relevant to the specific search being conducted. By combining overall importance and query-specific relevance, Google is able to put the most relevant and reliable results first.
PageRank Technology: PageRank performs an objective measurement of the importance of web pages by solving an equation of more than 500 million variables and 2 billion terms. Instead of counting direct links, PageRank interprets a link from Page A to Page B as a vote for Page B by Page A. PageRank then assesses a page's importance by the number of votes it receives.
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Most Important Off-Page Factor
Google PageRank
The key to high placement for highly competitive keywords
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MysteriousGoogle PR Algorithm
PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))
PR = Page RankD = “damping constant” from 0 to 1, typically .85(Tn) = “citation,” or a vote for your site as an incoming linkPR(Tn) = Page Rank of citing pageC(Tn)=number of citations on the page that is linking to you
Source: The Anatomy of a Large-Scale Hypertextual Web Search EngineSergey Brin and Lawrence PageComputer Science Department, Stanford University, Stanford, CA 94305http://www-db.stanford.edu/~backrub/google.html
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Good and Bad Link Structures
Inbound anchor text varies Inbound link count
increases gradually Site links-out to only
reputable pages Links are rarely reciprocal Links come from pages
with few links
Inbound anchor text identical
Inbound link count increases suddenly
Site links – out to link farms or web rings
High percentage of links are reciprocal
Good Bad
Adapted From Source: Planet Ocean
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Directories and Registration
“If Yahoo or DMOZ.org thinks your site’s important enough to list, then we’ll list it when we find the link from them to you.
Planet Ocean Communications, www.planetocean.com paraphrasing Google
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Finding Good LinksFind out who is linking to your best competitors:
Yahoo search[linkdomain:www.your-compeititor.com
Google search[site:www.your-competitor.com]
Request a link from them
Sophisticated software tools are available to help with this
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Getting Good Links - DO
Get listed in directories Write Articles Swap links with partner companies Write press releases Participate in forums Learn what a Wiki is
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Avoiding Bad Links – DON’T
Participate in “Link Farms” Accept links from low PR pages Link to low PR pages Participate in Web Rings
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But Not Too Much!
Optimize Pages With Enough Ammunition to Defeat Opponent
Opponent
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Danger, Ethical Questions Keyword Spamming, Stuffing, Spamdexing Invisible or Semi Visible Text, or CSS abuse Doorway Pages Redirect Pages Optimizing for off topic words Phantom Pixel Bait and Switch via Cloaking Ring of Similar Websites or Duplicates
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References/Resources
Planet Ocean Unfair Advantage Book on Winning the Search Engine Wars.
http://www.planetocean.com/
http://searchenginewatch.com/
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Achieving High Rank and Position
Earn It Link Magnet Content Architecture and Page Design Author, Optimize, Get Links Measure and Improve
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