10 seo mistakes

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


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


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


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


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.


Authoritative Source of Information Application Notes, Reports

Desirable Tool Calculator

Community Experience Forum, FAQ, Blogs

Valuable Information White Paper, E-book, Newsletter


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


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)

http://inventory.overture.com/d/searchinventory/suggestion/?term=frontpage%20shopping%20cart%20software&mkt=us&lang=en_US

http://inventory.overture.com/d/searchinventory/suggestion/?term=shopping%20cart%20software%20php&mkt=us&lang=en_US

http://inventory.overture.com/d/searchinventory/suggestion/?term=asp%20shopping%20cart%20software&mkt=us&lang=en_US

http://inventory.overture.com/d/searchinventory/suggestion/?term=shopping%20cart%20internet%20software&mkt=us&lang=en_US

http://inventory.overture.com/d/searchinventory/suggestion/?term=shopping%20cart%20software&mkt=us&lang=en_US


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


Optimize Page Elements <title> Meta Description Meta keywords Heads Text Image Alt Tags (and titles) Link names (anchor text)


Waiting For Believers Page


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


Measure Web Position and Improve


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


Use the 5 keys to SEO success and you may take first place, a heavenly experience indeed.


Bonus Slides

More information on

www.straight-on.com

and

www.searchenginemkt.com

http://www.straight-on.com/


Optimization Principles

Keyword Relevance Keyword Density Keyword Frequency Keyword Prominence Concentrated Theme Work for Google, Yahoo, MSN Valuable and sensible to people


Keyword Density for [Shopping Cart]

Shopping Cart

FrontPage Shopping Cart

FrontPage Shopping Cart Software $105 to $175

100%

67%

15%


Keyword Relevance

Anna Nicole Smith Shopping Cart Software The Very Best Solutions On the Internet


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!


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


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


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.


Most Important Off-Page Factor

Google PageRank

The key to high placement for highly competitive keywords


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

http://www-db.stanford.edu/~backrub/google.html


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


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

http://www.planetocean.com/


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


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


Avoiding Bad Links – DON’T

Participate in “Link Farms” Accept links from low PR pages Link to low PR pages Participate in Web Rings


But Not Too Much!

Optimize Pages With Enough Ammunition to Defeat Opponent

Opponent


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


References/Resources

Planet Ocean Unfair Advantage Book on Winning the Search Engine Wars.


http://searchenginewatch.com/


http://searchenginewatch.com/


Achieving High Rank and Position

Earn It Link Magnet Content Architecture and Page Design Author, Optimize, Get Links Measure and Improve

10 seo mistakes

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