SEO Simpler than You Think (A Step-by-Step Guide to Ranking on Google)

SEO Simpler than You Think

(A Step-by-Step Guide to Ranking on Google)

SEO – Simpler than You Think

What we’ll cover…• Why SEO?• Why Google?• How it Works• What’s Changed• Running Your SEO Campaign

SEO – Simpler than You Think

Why SEO? (Search Engine Optimization)

• Traffic from Search versus traffic from other sources– Traffic from Search converts better

• SEO is one way to get search traffic.– Consider it a large tool in your business toolbox.– Its biggest advantage – free traffic– It’s biggest disadvantage – it takes time – it takes some

skill

SEO – Simpler than You Think

Why Focus on Google• Now more than ever the three major

search engines are behaving differently in how they rank sites.

• Google is the main source of search traffic.

SEO – Simpler than You Think

Why Focus on Google?

SEO – Simpler than You Think

Why Focus on Google• Hitwise says 64%• Rich Skrenta’s analysis – 70%• Our own analysis – 70%It’s safe to say that positions on Google will

bring 65% - 70% of available search traffic.

SEO – Simpler than You Think

How It WorksStart with Goals…• Keyword Research to find competitive

(high traffic)phrases• Niche Markets Produce Niche Money• You can beat the top dogs

SEO – Simpler than You Think

How It WorksWhen SEO’ing a site, plan on spending 80%

of your efforts on competitive phrases.

SEO – Simpler than You Think

How It WorksThe top site returned is the one deemed by the ranking

algorithm to be the most relevant, the most important and the most trustworthy.

These determinations are made based on:• On-page factors• Site factors• Off-page factors• Visitor Behavior

SEO – Simpler than You Think

On Page Factors

Site Factors Off Page Factors

Visitor Factors

•Title Tag

•Description & Keyword Meta Tags

•Visible Page Content

•On Page Trust Factors

•Age

•Size

•Deep Link Ratio

•Theme Development

•Link Reputation

•Quality of Backlinks

•“Critical Mass”

•Visits

•Length of Stay

SEO – Simpler than You Think

How It WorksThe more competitive the phrase, the

more you’ll rely on off page factors and site factors to obtain the ranking.

Less competitive (low traffic – ‘long tail’) phrases can be obtained by proper on page factors plus 1 or 2 backlinks

SEO – Simpler than You Think

How It Works – On PageTitle Tag• Announces what the page is all about.• Pulled as the top line in SERP listings (usually).• When properly constructed can significantly

improve SERP positions.

SEO – Simpler than You Think

How It Works – On Page – Title Tag ExamplesBefore: Sterling Silver Jewelry - Animal Jewelry by the Magic Zoo

After: TheMagicZoo.com - Silver Jewelry Gifts - Sterling Silver Animal Jewelry

Positions B/4 Change: Silver Jewelry #178; Sterling Silver Jewelry #160; Animal Jewelry #2

Positions Immediately After Change: Silver Jewelry #100; Sterling Silver Jewelry #113; Jewelry Gifts #110; Animal Jewelry #2

SEO – Simpler than You Think

How It Works – On Page – Title Tag ExamplesBefore: Designer Dog Beds | Luxury Dog Beds | Small Dog Beds

After: BlingBlingPuppy.com – Dog Beds – Dog Collars & Jewelry

Positions B/4 Change: Dog Beds #53; Dog Jewelry #21Positions Immediately After Change: Dog Beds #22; Dog Collars

#160; Dog Jewelry #22

SEO – Simpler than You Think

How It Works – On Page – Title Tag Summary• For competitive phrases, use a ‘toss away’ word (from

and SEO perspective) to reduce keyword prominence. • Recommend you use your URL for the ‘toss away’ word

as it promotes branding and potentially increases click through on SERP pages.

• Do not keyword stuff. A keyword phrase density of 30% - 40% is sufficient.

SEO – Simpler than You Think

How It Works – On PageDescription Meta Tag• Provides a description of what the page is about

(near the top of the page) to search engine spiders. • Is typically pulled for the 2 line SERP listing

description.• When constructed properly can improve visitor click

through and position page for variations on the main phrase.

SEO – Simpler than You Think

How It Works – On PageDescription Meta Tag• Write good ‘sales’ copy.• Do not keyword stuff.• Try to get in at least 75 words in the description tag.• Make good use of modifiers for additional secondary

and long tail listings without significant effort.

SEO – Simpler than You Think

How It Works – On Page – Description TagExample from BlingBlingPuppy.comFind luxury and designer pet beds for large and small dogs at discount prices.

If your precious puppy is deserving of the finest dog jewelry, shop our wide selection of fancy collars. Our dog toys & collars are great quality gifts and your pal will love them. They will also enjoy our treats and toys. And if your faithful companion prefers to bed outside, shelter your puppy with one of our outdoor designer dog houses. Dog collars, jewelry and pet beds for large and small dogs.

Word count: 85Good use of modifiers: luxury, designer, large, small, discount fancy,

outdoors, puppy

SEO – Simpler than You Think

How It Works – On Page FactorsA discussion of Modifiers• For example the words: designer, luxury, outdoor, small and

cute make good modifiers for the phrase ‘dog beds’.• Check out SEOBook’s tool (

http://tools.seobook.com/keyword-tools/seobook/index.php)• Use Google’s suggestions:

SEO – Simpler than You Think

How It Works – On Page – Description TagExample from BlingBlingPuppy.com

SEO – Simpler than You Think

How It Works – On Page – Description TagExample from BlingBlingPuppy.com

SEO – Simpler than You Think

How It Works – On Page – Description TagExample from BlingBlingPuppy.com

SEO – Simpler than You Think

How It Works – On PageKeywords Meta Tag• May not help you – can hurt you.• Do not keyword stuff.• Keep it short.

SEO – Simpler than You Think

How It Works – On PageVisible on page content• Keep it natural. If ecommerce site, use good copy for sales. If

an informational page, provide good information.• H1 tag – don’t use more than once.• Bolding – Another tactic to emphasize keywords and make

the copy pop to humans.• Text links within content, even when pointing to another site

can sometimes help also.

SEO – Simpler than You Think

How It Works – On PageOn page trust factors*• Price/Product comparisons• Wish list or gift registry• Actionable ‘add to cart’ function• Quotes• Recipes• Coupons• Contact Information

* From Google’s 2007 Quality Guideline Document

SEO – Simpler than You Think

How It Works – On PageOn page spam factors*• PPC Ads• Parked Pages• Thin Affiliates• Hidden Text – Hidden Links• Java script and/or Sneaky Redirects• 100% Framed Pages• Keyword Stuffing

* From Google’s 2007 Quality Guideline Document

SEO – Simpler than You Think

How It Works – Site FactorsAge• Older is better – Over 2 years preferred

Size• Bigger is better – Over 500 indexed pages

preferred

SEO – Simpler than You Think

How It Works – Site FactorsDeep Link Ratio• The % of total links pointed at a domain that

link to interior pages.– Considered More Natural.– Higher Deep Link Ratios are Better.– Target a 30% Minimum DLR

SEO – Simpler than You Think

How It Works – Site FactorsTheme Development• A more unified theme is a boost.• Multiple related themes can exist within a

site.• Build your site emphasizing and unifying

themes with link structure.

SEO – Simpler than You Think

How It Works – Site FactorsSite Structure• Flatter structure is better than a deep one.• Focus & Funnels vs. Silo Building

SEO – Simpler than You Think

How It Works – Visitor Behavior Factors

• Visits• Duration of Visit

These metrics have been specifically referenced by Google in Patent Application Document #7346839 published March 2008.

Not likely to be big factors until you are on page 1 of Google.

SEO – Simpler than You Think

How It Works – Off Page FactorsLink Reputation• What does the link say? (Anchor Text)• For competitive phrases you need to keep your

anchor text weighting on the major Keywords to under 35%.– If you are going after the term ‘dog beds’ do not have

more than 1 in three links use the word ‘dog’ or ‘beds’.

SEO – Simpler than You Think

How It Works – Off Page FactorsLink Reputation – More on Link Anchor Text• Use modifiers in anchor text to rank quickly on

secondary terms.– Using our dog bed site get links that say things

like:‘discount dog beds’, luxury pet beds’, ‘designer puppy blankets’, ‘fancy dog collars’

SEO – Simpler than You Think

How It Works – Off Page FactorsLink Quality• Google looks for ‘Linkage of Independent

Peers’– Growth rates should not spike up quickly

SEO – Simpler than You Think

How It Works – Off Page FactorsLink Quality• Importance of the page providing the link– Used to be page rank only– Now freshness is highly important

• Relativity of the page providing the link– How theme related is it?

• Links embedded in good content count more.

SEO – Simpler than You Think

How It Works – Off Page FactorsCritical Mass• The more competitive the phrase you are

after, the more backlinks you will need.

However this does not need to be anywhere near as many as you might think.

SEO – Simpler than You Think

Conducting an SEO Campaign• Review or establish goals for your

business.• Keyword research to determine whether

your keywords, once attained, will generate enough traffic to get you to your financial goal.

SEO – Simpler than You ThinkConducting an SEO Campaign – Traffic by Position

SEO – Simpler than You Think

Conducting an SEO Campaign• Traffic by Position– Value of # 1: 55% - 60%– Value of #10: about 2%

All the ‘money’ on any phrase is in top of page 1.

SEO – Simpler than You Think

Conducting an SEO CampaignEstablish Your Rank• Use a tool that can measure the top 1000 and store

history.• Don’t worry if you are not in the top 1000 if you are

just beginning. Can take up to 90 days to get on the ‘scoreboard’.

If you can measure it you can move it.

SEO – Simpler than You Think

Conducting an SEO CampaignCreate a Portfolio of

Sites/Keywords/Positions you watch.• Helps you determine if there is an algorithm

change or if it’s your site alone that’s moving.• Run the portfolio every day.

SEO – Simpler than You Think

Conducting an SEO CampaignReview Your Site for On Page and Site

Structure Changes• Do this first – build or fine tune the

engine before adding fuel (links).

SEO – Simpler than You Think

Conducting an SEO CampaignSet up network sites to facilitate the acquisition

of links from ‘independent peers’.Use a blog. I recommend Wordpress.• It’s easy• It’s free software• Content is fresh– ‘Rank a page in 10 minutes’ tactic used a Wordpress blog.

SEO – Simpler than You Think

Conducting an SEO CampaignFor Instant Age and Backlinks for a network site,

consider the Expired Domain market.• Tdnam.com – owned by Godaddy.• Over 1,500,000 expired domains on any given day.• Look carefully and you can find domains with .EDU or

even .GOV backlinks.

SEO – Simpler than You Think

Conducting an SEO CampaignArticle Marketing• Still works• Use only original content• Submit only to High Authority Directories

SEO – Simpler than You Think

Conducting an SEO CampaignDirectory Submissions• Not as effective as they once were.• Some good directories still exist• Consider using a reliable directory submission service

to gain ‘critical mass’ links.

SEO – Simpler than You Think

Conducting an SEO Campaign

“Just Do It”

SEO – Simpler than You Think

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SEO – Simpler than You Think

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