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http://www.JawadKhan.net Jawad Khan - 10 Steps to Effective SEO This presentation shows how SEO can benifit your business by increasing your organic traffic, online visibility and overall reach to your potential customers. Visit the site for more information about SEO, and Web marketing.
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10 Steps to Effective SEO & Great Rankings
How to make SEO work for your business?
Why is SEO so Important?
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
In Feb. 2011, Google said they had 2 Billion+ searches/day!
Mill
ion
s o
f Se
arch
es
(Mo
nth
ly)
Global Search Volume Growth
Data via Comscore Qsearch: http://www.comscore.com www.JawadKhan.net
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Search Engine Market Share
http://www.hitwise.com/uk/datacentre/main/dashboard-7323.html http://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_January_2011_U.S._Search_Engine_Rankings
Most of the World (except China, Russia, Korea + Czech
Republic) look like this
http://www.impactmedia.co.uk/blog/search-engine-news/google/search-engine-market-share-statistics-%E2%80%93-february-2011-18271/
www.JawadKhan.net
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Organic vs. Paid Search
Paid
Organic
www.JawadKhan.net
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Organic vs. Paid Search
~20% of Clicks
~80% of Clicks
www.JawadKhan.net
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Click-Through Rates
Ranking #2, #3 and #4 would send less traffic than
just ranking #1
www.JawadKhan.net
How Can My Website Compete?
Step 1: Good Isn’t Good Enough;
Make Your Content Great.
“Good” Content vs. “GREAT” Content
Satisfies the searcher’s basic information requirements
Written by a human and not duplicated elsewhere
Long enough to fulfill basic needs of engines for depth/uniqueness
Grammatically correct; free of spelling/punctuation errors
Surprises and delights the searcher by being remarkable
Produced by extraordinary writers/designers/producers
May leverage video, audio, graphics & photos to convey a unique, shareable experience
Produced by extraordinary writers/designers/producers
Searchers LOVE Great Content &
People SHARE Great Content
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
A Blog Alone Doesn’t Cut It.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
You Must Become a Hub for Great
Content in Your Niche
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Site that offers:• Unique Research
• Informed Opinions
• News/Trend Analysis
• Multimedia Content
• Authentic Expert Contributors
• Quality Discussion/Interaction
Referenced by industry
blogs
Mentioned in news
publications
Cited at conferences + events
Liked/Shared on Facebook
Links are Tweeted
Answers on Q+A sites reference its resources
Forum discussions link to its pages
People email links to each
other
www.JawadKhan.net
Step 2: Make that Great Content
Accessible to Search Engines.
Substantive, Descriptive, HTML Text Content
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.hipmunk.com/ is a great site, but there’s no real text content for engines to see!http://adioso.com doesn’t have a ton more, but there’s at least something for Google/Bing to grab onto. www.JawadKhan.net
Clean, Crawlable URLs
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Better
Worse
www.adioso.com/seattle/british-airways-flights
www.adioso.com/cat61/british
www.adioso.com/cat61/174
www.adioso.com/f?ID=174
www.adioso.com/f?cat=61&?ID=174
cdn6.fly.adioso.com/f?cat=61&?ID=174&CustID=5afsdf21
www.JawadKhan.net
Logical, Shallow Information Architecture
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
No Duplicate Content
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Rel Canonical to the Rescue (Sometimes)
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Proper Redirects (301 v. 302, etc.)
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
301 = Permanent Redirect
Good for Users
Good for Search Engines
Good for Web Servers
Javascript Redirect
Fails for non-JS Users (including many mobiles)
May not be counted by Search Engines
Slower on Web Servers
302 = Temporary Redirect
Meta Refresh
Fine for Users
Search Engines Don’t Always Treat as Permanent
Slower on Web Servers
Fine for Users
Bad for Search Engines (treated as temporary)
Good for Web Servers
Effective Error Handling
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Step 3: Delight Your Visitors with
Phenomenal Design + Usability.
Search Engines Finally Care About Design
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Panda/Farmer Update was a First Step
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Many Usability Basics are Intuitive
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Use Your Analytics to Establish Baselines
and Measure Progress
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Step 4: Use Words Your Customers Use;
Do Keyword Research.
The Best Keywords Are:
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
High Volume(many searches/month)
Low Competition(weak sites/pages in the top 10)
High Value(large % of visitors convert)
www.JawadKhan.net
Keyword Research Starts w/ the Right Brainstorming Process
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Researching Keyword Volume:
Google’s AdWords Tool
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Microsoft AdCenter Keyword Data
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Determining Keyword Difficulty
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Number of results is meaningless
We want to know how “strong” these sites/pages are
And how our site’s/page’s metrics compare
Determining a Keyword’s “Value”
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
1,000Visitors Searched “Usability
Testing” and Arrived at the Site
200Visitors Searched “User Testing
Software” and Arrived at the Site
20Visitors Took the Product Tour
40Visitors Took the Product Tour
2Visitors Bought the Software
10Visitors Bought the Software
5%
Conversion Rate:
0.2%
www.JawadKhan.net
Buying PPC is a Great Way to Test
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
How do these visitors perform?
www.JawadKhan.net
Put the Data Together and Start with
Low-Hanging Fruit
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Step 5: Optimize your Pages Properly;
Get Keyword Targeting Right.
Title Tags
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Better
Worse
Usability Testing Software | UserTesting.com
UserTesting.com | Usability Testing Software
Usability Testing Software
Usability Testing, Usability Test, User Testing, User Software
UserTesting.com
NA
www.JawadKhan.net
Keywords in the URL Help, Too
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Better
Worse
www.adioso.com/seattle/british-airways-flights
www.adioso.com/cat61/british
www.adioso.com/cat61/174
www.adioso.com/f?ID=174
www.adioso.com/f?cat=61&?ID=174
cdn6.fly.adioso.com/f?cat=61&?ID=174&CustID=5afsdf21
www.JawadKhan.net
Meta Description
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
TITLE: Low Cost Usability Testing - UserTesting.com
META DESCRIPTION: Usability testing has never been easier. UserTesting.com's online usability testing is the cheapest, fastest way to find out why visitors leave your website.
www.JawadKhan.net
Meta Keywords?
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
The search engines don’t use these at all (and haven’t since the early 2000s)
www.JawadKhan.net
Body Text Keyword Usage
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Keyword Density vs. TF*IDF vs. Topic Modeling
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Images & Alt Attributes
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Keywords in alt attributes are surprisingly well correlated
with higher rankings
H1, H2, H3 Headlines
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Keywords in H(x) tags are not particularly well correlated with high rankings, but may provide some, minor value.
www.JawadKhan.net
Step 6:
Make Search Engine Tools & Protocols
Work for You.
XML Sitemaps
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
HTML Sitemaps
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
RSS Feeds
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Google Webmaster Tools
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Crawl Errors & Error Sources
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Bing Webmaster Tools
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Step 7: Earn Citations Engines Can See;
Build Links, Tweets, Likes & Shares.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
From 1999 – 2008, What Page Ranked #1
for the Queries “Exit” and “Leave”?
www.JawadKhan.net
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
From 1999 – 2008, What Page Ranked #1
for the Queries “Exit” and “Leave”?
www.JawadKhan.net
Ahh… The Power of Links
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
What Makes a Great Link?
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Editorially given
From a trusted source
Uses descriptive anchor text
Points to the right page
www.JawadKhan.net
Google + Bing Now Counting Facebook & Twitter
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Danny Sullivan: If an article is retweeted or referenced much in
Twitter, do you count that as a signal outside of finding any non-
nofollowed links that may naturally result from it?
Google: Yes, we do use it as a signal. It is used as a signal in our
organic and news rankings. We also use it to enhance our news
universal by marking how many people shared an article
www.JawadKhan.net
SEO Properties of Classic HTML Links
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
<p><a href=http://www.seomoz.org rel=“nofollow”> SEOmoz’s Website </a> is a good resource for those seeking to learn more about search engine optimization.</p>
Anchor text(tells the engine what
this link is about)
URL(the link target)
Surrounding Text(may provide context on
the link’s relevance)
Rel=“Nofollow”(a tag that indicates search engines
shouldn’t trust/count this link)
www.JawadKhan.net
SEO Properties of Facebook Shares
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
URL(the link target)
Shares(how many users have
shared the link)
www.JawadKhan.net
Step 8: Don’t Go it Alone;
Help Your Community Help You.
Spread Your Message Across the Web
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Blogs + Blogging
Comment Marketing
News/Media/PRSEO
Social Networks
Word of Mouth
Q+A Sites
Forums
Online Video
Podcasting
Webinars
Research/White Papers
Infographics
Social Bookmarking
INBOUND MARKETING!(Find Your Audience Organically on the Web)
Direct/Referring Links
Type-In Traffic
Document Sharing
Blogs & Blog Comments
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Forums & Discussion Boards
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Social Profiles & Interaction
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Facebook Company Page
Twitter Profile
LinkedIn Company Page
YouTube Account
Crunchbase Page
Crunchbase Page
Quora Profile
About.me Page
Scribd Profile
SlideShare Profile
Reddit Account
StumbleUpon Account
StackExchange Account
Wikipedia Profile
Google Profile
www.JawadKhan.net
Answer Questions on Q+A Sites
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Syndicate Your Content
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Dozens of sites syndicate SEOmoz’s blog helping to
send links and traffic back to the site
www.JawadKhan.net
Step 9: Get Analytics Set Up Right;
Track What Matters.
Key SEO Metric #1:
Visits / Search Engine
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
These ones here!
www.JawadKhan.net
Key SEO Metric #2:
Keywords Sending 1+ Visits / Search Engine
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
This One!
www.JawadKhan.net
Key SEO Metric #3:
# of Pages Receiving Traffic from Each Engine
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
This One!
www.JawadKhan.net
Tracking Keyword Rankings
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Critical: Set Up “Goals” / “Conversions”
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlwww.JawadKhan.net
Understand Your Website’s Conversion Funnel
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Home Page List of Cheeses Hours + Directions
Hopefully, this means a customer is going to
come buy some cheese!
15% 10%
www.JawadKhan.net
Step 10: The Web is Not Static;
Test & Improve
More Traffic
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Home Page List of Cheeses Hours + Directions
More visits to the home page means more people will decide to visit
15% 10%
www.JawadKhan.net
A Better Funnel
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
Home Page List of Cheeses Hours + Directions
A better “conversion rate” means more people who already visit the site will come to the store!
25% 20%
www.JawadKhan.net
A/B Split Testing Resources:
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
http://www.google.com/websiteoptimizer - Free, but sometimes complex/confusing
http://visualwebsiteoptimizer.com/ - Awesome tool – easy to use, popular, good plugins
http://www.sitespect.com/ - Don’t personally have experience with this one
http://www.optimizely.com/ - Another great option with excellent visuals
http://unbounce.com/ - Hosted, so no dev required! Very easy to use and well made
Step #1: Discover
Step #2:Test
Step #3: Measure
Step #4: Repeat
Find inbound marketing paths that look promising and make a list.
Invest a few days/hours building authentic value in that niche/sector.
Use your web analytics to track primary + second-order impact
Throw out low ROI projects; repeat high ROI ones.
Test Marketing Channels
Ranking Well is Not Enough
We Must DESERVE to Rank in Order to
Win in the Long Run
www.JawadKhan.net