3. SEO – Why Ranking Matters? Ranking = Traffic Ranking for Target Keywords = Sales Recent Site Example:
4. SOM – Strategic Online Marketing Think strategically. Search and Social Media are separate channels, but they do overlap. SEO is not Online Marketing – that’s short sighted. Look at your market – sometimes Search is better than social, sometimes email, etc. Be on lookout for new media, like Mobile. SEO = turtle (steady, slow, wins in the end) Social = hare (fast, fun, unpredictable)
5. SEO & Google White vs Black Hat SEO “A lot of people think Google hates SEO and nothing could be further from the truth. SEO when done well and done in a white hat way, can make your site more crawlable, more accessible and help users find useful content on your site.”Matt CuttsSee State of the Index 2009 on GoogleWebmasterHelpYoutube.com
6. Track – Track - Track “We can’t manage what we don’t measure.” Keyword Ranking Reports SEO Stat’s (key indicators) Webmaster Tools, site performance, etc. Site Traffic (Analytics) Call Tracking (Dynamic Call Tracking) Conversions/Sales (Forms & Purchases) Frequency: Daily: Conversions & Call Tracking Weekly/Bi-Weekly: Keyword Ranking, Site Traffic Monthly: SEO Stat’s, Site Performance
7. Max Thomas | max@thunderinternetmarketing.com | (800) 819-6894 Track – Keyword Ranking Report Use Proxy Servers Rotate to prevent Google from serving “personalized” search results, or identifying KW software.Example here fromwww.AdvancedWebRanking.com
8. Track – SEO Stat’s GI = Google Indexed Content YI = Yahoo! Indexed Content Inb = Inbound Links Int = Internal Links PR = PageRank Alexa = Site Traffic Comparison Age = Age Domain Registered mR = URL Rank (SEOmoz) mT = URL Trust (SEOmoz) DmR = Domain Rank (SEOmoz) DmT = Domain Trust (SEOmoz)
9. Track – Site Performance Webmaster Tools – this is how Google “sees” your website. Very important to be aware of this. Reference Webmaster Tools for: Crawl Errors (404 errors) Crawl Stats (how frequently G bots crawl) Site Performance (see Resources regarding PageSpeed) http://code.google.com/speed/page-speed/ webpagetest.org
10. Track – Site Traffic Using Analytics, consider (at minimum): Change in Visitors (month to month) Traffic Sources Organic Keywords
11. Track – Conversion/Call Tracking Conversions: Use Analytics for sales & “form submits” Call Tracking/Leads: Dynamic call tracking enables tracking by source See VoiceStar example
30. Highly relevant and quality inbound links are primary determinant of PR; links help determine a site’s Authority.
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33. This is our made-up page called “Page 0” with links to 35 pages: Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
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35. “Page 0” has 70 PR points to share. According to Matt Cutts, each of the 35 pages it links to receives two points of PageRank. : Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
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37. “Page 0” has 70 PR points to share. According to Matt Cutts, each of the 35 pages it links to receives two points of PageRank. : Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
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39. Google introduced rel=nofollow in 2005 so that NoFollowed links “won’t get any credit when we [Google] rank websites in our search results.”
40. This made it possible to shape (or “optimize”) the flow of PR through a site by using rel=nofollow on internal links that are secondary. Result: PR would be divided only across dofollow links
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42. Prioritize pages by User Experience and SEO impact: Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
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44. Revised “Page 0” with links to 10 primary pages: Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120 Previous “Page 0”
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46. Revised “Page 0” PageRank points allocation now shared 7 points with each page, versus 2 points previously: Reference: http://searchengineland.com/pagerank-sculpting-leaves-nofollowed-tags-behind-34120
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48. Reorganize Links – there may be links from homepage to low-value sub-pages that can be consolidated under a high-value page; link from homepage to primary page, include links to low-value pages on primary page.
49. Remove Low SEO Pages – remove pages from primary navigation that have low value for users and SEO; move them to the blog.