Download - 14 steps for successful seo ebriks infotech
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14 steps to successful SEO.
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“Think about what a user is going to type.” Matt Cutts, Google
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Intro
- I spent 2003-2007 at eBay, in part focused on user acquisition and SEO
- While the web has evolved, the basics of SEO
remain the same… and SEO is arguably more important today: - Google is dominant search engine, and - Paid acquisition gets more expensive by the day
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How it works: basic overview.
Google’s three steps: 1. Google must first FIND your content. 2. After CRAWLING your site, they INDEX the pages. 3. And ultimately RANK them within the greater index.
3. Ranking
2. Indexing
1. Crawling
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14 guidelines From very high level :)
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1. Content is King.
Google’s goal is to match each search query with the best, unique content. That can come from any site / author. (obviously NYT.com has advantage over ryanspoon.com)
But: the best content wins in the long term. It’s that simple :)
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1. Content is King.
Search “Nike Air Max 95” Nicekicks.com #1, #2. Nike.com #3, #4. Why? Better content.
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Search “Canon Rebel”. Amazon #1. Canon #2, #3. Why? Better content.
Page is huge! Product description, reviews, related products, etc
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2. Keyword Portfolio.
What queries do you want to target? Considerations: - How realistic & relevant is the query? - Will target customers search it?
- Is there enough volume for that query? - Is it already too competitive? - Who is the competition: big brands?
Once you target queries, build a corresponding keyword portfolio.
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2. Keyword Portfolio.
A great way to build the right keyword portfolio: 1. Use Google’s Traffic estimator 2. Then analyze results for those queries
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3. Findability.
Content is King…. But Google has to be able to find it! Best practices: - Link to content from high ranking / traffic pages - Feature mix of popular, recent & ‘random’ content - Create topical hubs, guides, and lists - Leverage header, footer and/or sidebars - Update robots.txt (overview coming, #4) - Create Google Sitemap (overview coming, #11)
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3. Example: Yelp
Best of lists: best content, continuously refreshes, easy to navigate.
Homepage content includes: popular and new places. Content & categories refresh.
Top locations linked right from the top. “More” links to sitemap.
Category list: each link goes to topical hubpages.
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3. Example: Wordpress.com
Content mix: popular, new and changing variety.
Each tile features specific blog post and blogger. Each linked respectively.
Links to topic pages (“posts about Cars”). This goes to a topical homepage.
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4. Accessibility.
- Not all content should be accessible to search engines. - Robots.txt files declare what should / shouldn’t be crawled. - Note: it’s a public file. Anyone can see what sections you ‘hide’. Learn more: - About: http://www.robotstxt.org/robotstxt.html - Robots.txt checker: http://www.robotstxt.org/checker.html
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5. URL Structure.
URLs are as important as the text! Should be descriptive and reflect the content.
Good Bad
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5. URL Structure: Tips
- Use keywords - not encoding! - For needed encoding, minimize and move towards end - URL keywords should reflect content & headers - shorter URLs put more weight on keywords (“pitchdeck”) - URLs that are too long appear spammy & dilute keywords
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6. Page Titles & Headers.
Similar strategy to URL structure: 1. Remember your query goal / keyword mix 2. URL + Page Title + Header should be related 3. Short and crisp > long and descriptive extra words are dilutive! 4. Headers should read like a newspaper: - most important (H1) go atop - declines left-to-right and top to bottom
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6. Example: HuffingtonPost.
URL: http://www.huffingtonpost.com/2012/01/10/mitt-romney-new-hampshire-primary-results-2012_n_1195638.html
Page Title: Mitt Romney Wins: New Hampshire Primary Results 2012
Header: Mitt Romney Wins: New Hampshire Primary Results 2012
Content: reflects the above
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7. Meta Tags.
- Less important than URLs, Titles and Headers… - But meta tags are easy, small wins and can impact conversions by improving search result content:
Notice the search title & description are same as meta tag. OPTIMIZED by Amazon.
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8. Anchor Tags.
Anchor Tags are important for two reasons: 1. They’re hyperlinks so they improve findability 2. They give context to links The same keyword targeting / optimization should apply to anchor tags as it does to URL, Title, Headers, Metas.
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9. Google Sitemaps
Google Sitemaps are automated feeds that alert Google of new, updated content. Particularly useful for: - large amounts of content (i.e. Yelp locations) - dynamic content (i.e. eBay listing pages) - tough-to-crawl sites (i.e. search driven, lots of AJAX) Improves findablity and crawling. …but does not affect rankings.
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10. Indexing Images
Images are integrated into core search & in Google Images Use Alt Tags to optimize images for surrounding target keyword(s)… and to provide another route to accessing that demand: <img src=”URL.gif” alt=”shawn marion” title=”shawn marion dallas mavericks”/>
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11. Blogging (Wordpress)
Blogging is a tremendously powerful. And under-utilized. Wordpress is a great tool for SEO, traffic acquisition. Tips: - install All in One SEO Pack Plugin - make sure site “visibility” & “pingomatic” are on - Optimize URL permalinks (per step #5!)
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11. Blogging (continued)
Other tips: Write about what’s currently being searched (Google Hot Trends is a great tool)
Distribute & spread Submitting to Twitter, Facebook (public), Reddit, etc helps with findability. Having other sites cover & link is better!
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11. blog.readyforzero.com
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11. blog.kissmetrics.com
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12. Adopt New Media, New Formats
Search results pages continue to change. Google wants the most relevant and current content & formats. It’s your advantage to be a first-mover and to adopt new platforms & formats: - Social: Twitter, Facebook, Google+, etc - Local: Yelp, Google Places, etc - Images & media: ie YouTube
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12. New Media (Example)
From images to videos to blogs to location – each format is a chance to optimize and drive traffic.
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13. Track, Track, Track.
Look at the data to determine what’s working & what to target: - Referring queries - Rankings for those keywords - Your competitors rankings - Related keywords, queries - Breakdown by source / search engine Tools: Google Analytics, KISSmetrics, SEOmoz, Seobook
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14. Bounce Rate.
Remember: Traffic from search is usually a first time visit. You must also optimize for retention, conversion. The landing page must be descriptive, welcoming and actionable. SEO is top of the funnel. Reducing bounce means increasing conversion.