SEO for Recipe and Food Blogs - Rand Fishkin

Food Blogs & SEO:
Marketing Made Delicious
Rand Fishkin, CEO, SEOmoz @randfish
http://bit.ly/foodbloggerseo

Let’s See What’s on the SEO Menu Today:
I. Why Search Matters So Much
II. Making an SEO-Friendly Site
III. Quick Setup Guide for Bloggers
IV. Choosing Keywords & Optimizing Your Pages
V. Link Building Dos & Don’ts
VI. 10 Actionable Tips for Your Blog
VII. Answers to Frequent Questions

The Growth of Search
Number of Searches/Day on Google

3 Billion Searches/Day
(announced Aug. 2012)

SEO vs. Paid Search Ads

75%+ of all clicks go to organic
results, not paid ads.

SEO vs. Paid Search Ads

More than 50% of search
queries have no paid ads at all.

Great SEO Builds On Itself

Done right, consistent, quality posts + solid
SEO lead to a natural growth in referrals

Using Wordpress? You’re 80% There!

“(Wordpress) is a fantastic piece of software, it makes your site easily
crawlable by search engines, solves some 80-90% of mechanics of
SEO and is the first big step anyone can take towards creating a
popular online business.”
Via: http://www.howtomakemyblog.com/seo/googles-matt-cutts-wordpress-the-best-blogging-platform-for-seo/

Wordpress Users: Read This Guide!

http://yoast.com/articles/wordpress-seo/ - I also recommend Joost’s plugin “Wordpress SEO”

Other SEO-Friendly Platforms Include:

http://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.

Less Ideal Platforms for SEO

I wouldn’t recommend these platforms as a first choice for SEO-friendly blogging, though some (like
TypePad and Expression Engine) can be customized with enough elbow grease.

Quick Setup Guide for Bloggers

Step 1: Google Webmaster Tools

http://google.com/webmasters - can help you diagnose and repair issues w/ your site

Step 2: Feedburner

http://feedburner.com – create RSS feeds and track your subscribers and clicks

Step 3: Google Analytics

http://google.com/analytics - track how visitors get to you and what they do on your site

Step 4: Bit.ly to Track Sharing

http://bit.ly – great for determining which shares your fans/followers really enjoy

Optional: SEOmoz PRO

http://pro.seomoz.org – good if you’re hardcore into SEO, otherwise less ideal

Choosing Keywords &
Optimizing Your Pages

Step 1: Go to Google AdWords

http://adwords.google.com/select/KeywordToolExternal is nice & free!

Step 2: Use “Exact Match”

Don’t Use This “Broad” as Numbers are Way Off

Use “Exact” - These are Much Better


Step 3: Choose Keywords Wisely


Step 4: Make Great Titles Using Your Keywords

Note the title doesn’t have to just be keywords, and that you can combine terms, too!

Step 5: Employ Keywords Wisely in Your Post

Keyword use in the first paragraph or two is smart, as is including a relevant picture or two

Choose Keywords that Aren’t Too Competitive

Strong, popular
sites w/ targeted
titles + content

Choose Keywords that Aren’t Too Competitive

Weaker, lesser
known sites and
non-targeted titles

Focus on the Long Tail & Chunky Middle First

A Few More General Keyword Rules
A) Don’t target more than 2 pgs on your site to a given keyword

B) Never use a keyword in a post more than what feels natural

C) Not every post needs to be keyword targeted

D) Choose keyword subjects that you have expertise in. Don’t
try to force a keyword+post combination that won’t be quality.

E) The better the post, the better your chances for ranking.
SEO is less about the perfect formula and more about people
loving & sharing your work.

Link Building Dos and Don’ts

Or This Magnificently Scary Crap

Chart of Link Tactics & Relative Risk

What Elements Matter in a Link?

URL Rel=“Nofollow”
(a tag that indicates search
(the link target)
engines shouldn’t trust/count
this link)

<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>

Surrounding Text
Anchor text
(may provide context on
(tells the engine what
the link’s relevance)
this link is about)

Tactics to Earn Great Links

• Beginner’s Guide: Chapter 7 – Growing Links & Popularity
• Link Building Blog Posts on SEOmoz
• Webinar on Link Building Strategies
• 101 Ways to Build Links from SEOBook
• Link Building Presentations on Slideshare
• The Science of Retweets from Dan Zarrella
• The Noob Guide to Link Building from Mike King
• 1000s of Link Building Tactics from the SEOmoz Blog

10 Actionable Tips for Your Blog

#1: Be Willing to Fail for a Long Time

Where Geraldine Started Her Blog


Where people usually give up.


2.5 years in, she finally reaches 1000s of daily visits

“The only thing that I see that is distinctly
different about me is that I’m not afraid to
DIE on a treadmill. You might have more
talent than me, you might be smarter than
me, but if we get on a treadmill
together, there are two things: 1- You’re
getting off first OR 2- I’m gonna DIE. It’s
really that simple”
- Will Smith

#2: Blog Posts Can Be More than Text & Photos

#3: Don’t Separate Into Multiple Sites or Subdomains

http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites

#4: Experiment with Lots of Different Networks

Users: 200mm 900mm 200mm 150mm 20mm

Users: 15mm 30mm 14mm 15mm 15mm

#5: Don’t Just Aim for Rankings, Go for CTR

Which one
would you click?

#6: Use Google Reader to Find Other Blogs
Whose Communities to Participate In

http://www.google.com/reader/view/#directory-search/travel%20blog//0

#7: Use Followerwonk to Find Twitter Influencers

http://followerwonk.com

#8: Use FindPeopleOnPlus for Google+

http://findpeopleonplus.com

#9: Your Followers Aren’t All Online at the
Same Time. Share More than Once.

Via http://followerwonk.com

#10: Use Rel=Author & Google+ to Get Your
Mugshot Next to Your Pages in SERPs

http://www.blindfiveyearold.com/how-to-implement-rel-author

What Was Google’s “Panda” Update? Do I
Need to Worry About That?

Check out http://www.seomoz.org/blog/how-googles-panda-update-changed-seo-best-practices-forever-
whiteboard-friday for more on how Panda imapcted SEO and http://www.seomoz.org/blog/beat-google-panda for
tips on how to beat it.

What About “Penguin”?

http://www.seomoz.org/blog/penguins-pandas-and-panic-at-the-zoo

Should I Worry About Spam Comments?

Can Links from Low Quality Sites Hurt Me?

http://www.seomoz.org/blog/what-if-my-competitors-point-spammy-links-to-my-site

What About Image Search SEO?

http://www.seomoz.org/blog/image-seo-basics-whiteboard-friday

What About Local SEO?

Normal
Algorithm

Maps
Algorithm

http://www.davidmihm.com/local-search-ranking-factors.shtml

What About Recipe SEO?

Rich
Snippets

Specific
Filters

http://googlesystem.blogspot.com/2
011/02/google-recipe-search.html

Google’s
smart, but
even they
f#$% up 

Really?

Thank you! Let’s do some Q+A!

Download this Webinar:
http://bit.ly/foodbloggerseo

Contacting Me:
@randfish or rand@seomoz.org

SEO for Recipe and Food Blogs - Rand Fishkin

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SEO for Recipe and Food Blogs - Rand Fishkin