SEO Mistakes and Success Keys

Overcoming The Top
10 SEO Mistakes
What To Do for
Search Engine Success

SEMpdx SearchFest 07
Slide 1

out of a Million

www.Straight-On.com searchenginemkt.com
Slide 2

AVOID The
5 Deadly SEO Sins

Not Planning SEO from start


Not Designing for search engines


Not Providing enough content


Not Optimizing pages thoroughly


Not Continually improving


Slide 3

Top 10 SEO Mistakes:
You Don’t
Start planning SEO when starting a new Web project
1.
Include “link bait” or “link magnets” content
2.
Define important messages using effective keywords
3.
Distribute keyword phrases across multiple pages
4.
Design with all HTML features needed to support SEO
5.
Include content concentrated enough for an SEO win
6.
Write <titles> unique to pages having relevant keywords
7.
Apply keywords in all right places on the page
8.
Optimize enough to win without overdoing it
9.
Have a continuous cycle of testing and improving
10.

Slide 4

You SHOULD Have
On-Page Strategy
Optimize for Organic Search Engines


Off-Page Strategy
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.

Slide 5

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.

Slide 6

Authoritative Source of Information

Application Notes, Reports


Desirable Tool

Calculator


Community Experience

Forum, FAQ, Blogs


Valuable Information

White Paper, E-book, Newsletter


Slide 7

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

Slide 8

Yahoo Search Marketing
(Overture Suggestion Tool)

Free
Searches done in August 2005
Count Search Term
shopping cart software
35524
ecommerce template
2048
asp shopping cart software
341
shopping cart software php
284
frontpage shopping cart software
152
No results for [frontpage asp shopping cart software]

To find, Google [overture suggestion]

Slide 9

Design Site
for search
Distribute
Keywords
Home
Link Magnets on Search Landing Pages
Navigation

Product Customer Forums,
Articles
Categories Information Blogs, Search

Product
Tracking Pages
Detail Pages
PPC, Specials

sitemap.htm,
sitemap.xml

Slide 10

Optimize Page Elements
<title>


Meta Description


Meta keywords


Heads


Text


Image Alt Tags (and titles)


Link names (anchor text)


Slide 11

Waiting For Believers Page

Slide 12

Optimization Cycle

Design or Edit
Web Page

Metrics of
Search Engine Top Web pages
Compare
Rules Or
with SW
Selected Web Pages

?
Too Weak Too Strong

Just Right or Good enough

Client Review
Slide 13

Slide 14

Measure Web Position and Improve

Slide 15

5 Keys to SEO Success!

Plan for SEO victory from the beginning
1.

Design site and pages for search engines
2.

Author valuable content rich with keywords
3.

Optimize All SEO/HTML elements
4.

Test and Continually Improve
5.

Slide 16

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

Slide 17

Bonus Slides
More information on

www.straight-on.com
and
www.searchenginemkt.com

Slide 18

Optimization Principles
Keyword Relevance


Keyword Density


Keyword Frequency


Keyword Prominence


Concentrated Theme


Work for Google, Yahoo, MSN


Valuable and sensible to people


Slide 19

Keyword Density
for [Shopping Cart]
Shopping Cart 100%

FrontPage Shopping Cart 67%

FrontPage Shopping Cart 15%
Software $105 to $175

Slide 20

Keyword Relevance

Anna Nicole Smith


Shopping Cart Software


The Very Best Solutions On the Internet


Slide 21

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!

Slide 22

Keyword Prominence
Low Prominence
High Prominence
Shopping Cart Software Ecommerce Value

Shopping cart software with All of the features you need with
all the features you need, the the look you want, at a price you
look that you want and a price can’t afford not to spend in our
you can’t afford not to spend. shopping cart software. Order
your shopping cart software
today!

Slide 23

Elements of Top Scoring Pages
Google Page Rank
Link Popularity

Score based on number of incoming links
Page Reputation

Score based on what incoming links say
Page Importance – Google Page Rank

associated with incoming link
Source: Planet Ocean Communications, www.planetocean.com
Slide 24

Google Page Rank
…perfect search enginequot; … quot;understands exactly what you mean and
gives you back exactly what you want.quot;
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.

Source: Google – http://www.google.com/corporate/tech.html
Slide 25

Slide 26

Most Important
Off-Page Factor

Google PageRank

The key to high placement for
highly competitive keywords

Slide 27

Mysterious
Google PR Algorithm
PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))

PR = Page Rank
D = “damping constant” from 0 to 1, typically .85
(Tn) = “citation,” or a vote for your site as an incoming link
PR(Tn) = Page Rank of citing page
C(Tn)=number of citations on the page that is linking to you

Source: The Anatomy of a Large-Scale Hypertextual Web Search Engine
Sergey Brin and Lawrence Page
Computer Science Department, Stanford University, Stanford, CA 94305
http://www-db.stanford.edu/~backrub/google.html

Slide 28

Good and Bad Link Structures
Good Bad
Inbound anchor text varies Inbound anchor text
 
identical
Inbound link count

increases gradually Inbound link count

increases suddenly
Site links-out to only

reputable pages Site links – out to link

farms or web rings
Links are rarely reciprocal

High percentage of links

Links come from pages

are reciprocal
with few links

Adapted From Source: Planet Ocean
Slide 29

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

Slide 30

Finding Good Links
Find 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

Slide 31

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


Slide 32

Avoiding Bad Links – DON’T
Participate in “Link Farms”


Accept links from low PR pages


Link to low PR pages


Participate in Web Rings


Slide 33

Optimize Pages With Enough
Ammunition to Defeat Opponent

But Not Too Much!

Opponent

Slide 34

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


Slide 35

Slide 36

References/Resources
Planet Ocean Unfair Advantage
Book on Winning the Search
Engine Wars.
http://www.planetocean.com/

http://searchenginewatch.com/

Slide 37

Achieving
High Rank and Position
Earn It


Link Magnet Content


Architecture and Page Design


Author, Optimize, Get Links


Measure and Improve


Slide 38

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