seo pitfalls and how to avoid them

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  • 1.SEO Pitfalls and How to Avoid Them Presented by Nate Dame Founder/President, SEOperks

2. Agenda Panda and Penguin updates Link building - what works today & forever Googles new Disavow Tool Social Media & Content Marketing Next steps 3. Overview: The Panda Updates 4. Panda Update Explained 5. Penguin UpdateWatch the SEOperks blog for more about Penguin. 6. Todays SEO LandscapePanda: Focus on user experience.Penguin: Dont break the rules. 7. Pitfall #1: Questionable Link Building 8. Real Links 9. Link Building the Right Way Do meaningful stuff Build authentic relationships (new and old) PR (both ways) 10. How Links are EarnedNoYes 11. BREAKING NEWS: Disavow Tool 12. Pitfall #2: Thin Content 13. Answer, Please?!? 14. Impact of a Content Buildout 15. Deep Content Example 16. Deep Content Example 17. Content: Where to StartCreate Content That: Addresses your industrys pain points. Informs your niches buyer keywords. Focuses on real people.Stalk your competitors for ideas, too.Next: Link bait campaigns. Broader Content Marketing. 18. Pitfall #3: On-site Manipulation 19. Pitfall #4: Rely on Social Media for theWrong Things Link Building (42% total)Social Media(7% total)Source: SEOmozs Search Ranking Factorshttp://www.seomoz.org/article/search-ranking-factors 20. Use Social Media to Earn Links!More fun: http://www.bitrebels.com/social/how-social-media-is-making-us-awkward-infographic/ 21. From http://www.washingtonpost.com/blogs/compost/post/social-media-is-making-us-awkward--some-graphs/2012/06/26/gJQAL0ZT4V_blog.html 22. From: http://www.washingtonpost.com/blogs/compost/post/social-media-is-making-us-awkward--some-graphs/2012/06/26/gJQAL0ZT4V_blog.html 23. Dont Forget Google+ 24. Pitfall #5: Ignore Content Marketing 25. Content Marketing at its Best 26. Pitfall #6: Cheap SEO 27. Pitfall #7: Stop Learning 28. So What Now? 29. Identify SEO GoalsWhere are we going? Who is your target customer? What buyer keyword are they using? What research keywords are they using? What are the steps in our sales funnel? What are the steps we can measure on ourwebsite (lead form, Add to Cart button, etc.)? What reporting methods are we using? 30. On-site SEO (technical)Do search engines see my site? Is your site accessible to search engines? Is your site easy for search engines to navigate? Is your site performance an issue? Duplicate content: Do search engines dont seeyour site doubled? (surprisingly common) Etc. 31. Content Strategy FoundationsContent is the foundation. Do you have helpful, resourceful andinformative content on your website for yourtarget keywords? Is your content user focused? Is your content strategy fresh - frequentlyupdated? Do you have an active social media presence? 32. User ExperienceDoes my site convert? Is your site structure and layout designed with realpeople in mind first, search engines second? Does your site have a modern, uncluttered design? Does your site have a trustworthy look and layout? Does your site generate leads and sales? Have I identified and addressed the drop points in myconversion funnel? 33. Content Marketing StrategyDoes my content strategy pull my marketing, sales andSEO together for maximum return? Have you identified your industries pain points? Have you developed deep content to address thosepain points? Is your content strategy coordinated with your salesand marketing funnel to increase leads and close sales? Does your content strategy have the potential to goviral? Is your content received favorably and spreadthroughout relevant social networks? 34. Link BuildingIs my site earning links? Have you established realistic link building goals? Have you identified your target partners? Do you monitor your target link partners websites for linking opportunities? Have you setup Google Alerts to identify new linking opportunities? Do you have an outreach strategy integrated with your editorial calendar to maximize new link opportunities? Is your outreach team equipped with the research, tracking and reporting tools they need? 35. Questions to ask your SEO company. What is your approach to link building?Listen for words that you want to hear such as natural linkdevelopment, content strategy / content marketing, and aboveall relational link building. How does SEO fit in the bigger picture of online marketing?SEO is inseparable from practically every aspect of online marketingand is even impacted by offline marketing. Be concerned if they saythat SEO can work effectively as a siloed approach, or if they dontneed any coordination with you to be effective. Can you promise me #1 rankings for my priority keywords?This is a trick question. You want to hear no because no SEOcompany can guarantee those results. 36. Questions?Like us! www.facebook.com/seoperksNate Dame (@seonate)Founder / Presidentnate@seoperks.com(312) 870-0056Peter RyanDirector of Salespeter.ryan@seoperks.com(262) 894-6360