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Slide 1: Overcoming The Top 10 SEO Mistakes What To Do for Search Engine Success SEMpdx SearchFest 07 Slide 1
Slide 2: out of a Million www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 2
Slide 3: 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 www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 3
Slide 4: Top 10 SEO Mistakes: You Don’t 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Start planning SEO when starting a new Web project Include “link bait” or “link magnets” content Define important messages using effective keywords Distribute keyword phrases across multiple pages Design with all HTML features needed to support SEO Include content concentrated enough for an SEO win Write <titles> unique to pages having relevant keywords Apply keywords in all right places on the page Optimize enough to win without overdoing it Have a continuous cycle of testing and improving www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 4
Slide 5: 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. www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 5
Slide 6: 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. www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 6
Slide 7:     Authoritative Source of Information  Application Notes, Reports Calculator Forum, FAQ, Blogs White Paper, E-book, Newsletter www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 7 Desirable Tool  Community Experience  Valuable Information 
Slide 8: 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 www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 8
Slide 9: Yahoo Search Marketing (Overture Suggestion Tool) Free Searches done in August 2005 Count 35524 2048 341 284 152 Search Term  shopping cart software  ecommerce template  asp shopping cart software  shopping cart software php  frontpage shopping cart software To find, Google [overture suggestion] www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 9 No results for [frontpage asp shopping cart software]
Slide 10: Design Site for search Home Distribute Keywords Navigation Link Magnets on Search Landing Pages Product Categories Customer Information Articles Forums, Blogs, Search Product Detail Pages sitemap.htm, sitemap.xml Tracking Pages PPC, Specials www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 10
Slide 11: Optimize Page Elements        <title> Meta Description Meta keywords Heads Text Image Alt Tags (and titles) Link names (anchor text) www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 11
Slide 12: Waiting For Believers Page www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 12
Slide 13: Optimization Cycle Design or Edit Web Page Search Engine Rules Metrics of Top Web pages Or Selected Web Pages Compare with SW Too Weak ? Too Strong Just Right or Good enough Client Review www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 13
Slide 14: www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 14
Slide 15: Measure Web Position and Improve www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 15
Slide 16: 5 Keys to SEO Success! 1. 2. 3. 4. 5. Plan for SEO victory from the beginning Design site and pages for search engines Author valuable content rich with keywords Optimize All SEO/HTML elements Test and Continually Improve www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 16
Slide 17: Use the 5 keys to SEO success and you may take first place, a heavenly experience indeed. www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 17
Slide 18: Bonus Slides More information on www.straight-on.com and www.searchenginemkt.com www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 18
Slide 19: Optimization Principles        Keyword Relevance Keyword Density Keyword Frequency Keyword Prominence Concentrated Theme Work for Google, Yahoo, MSN Valuable and sensible to people www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 19
Slide 20: Keyword Density for [Shopping Cart] Shopping Cart FrontPage Shopping Cart FrontPage Shopping Cart Software $105 to $175 100% 67% 15% www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 20
Slide 21: Keyword Relevance    Anna Nicole Smith Shopping Cart Software The Very Best Solutions On the Internet www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 21
Slide 22: 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! www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 22
Slide 23: Keyword Prominence High Prominence Shopping Cart Software Shopping cart software with all the features you need, the look that you want and a price you can’t afford not to spend. Low Prominence Ecommerce Value All of the features you need with the look you want, at a price you can’t afford not to spend in our shopping cart software. Order your shopping cart software today! www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 23
Slide 24: 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 www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 24
Slide 25: Google Page Rank …perfect search engine" … "understands exactly what you mean and gives you back exactly what you want." Google uses PageRank™ to examine the entire link structure of the web and determine which pages are most important. It then conducts hypertextmatching 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 www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 25
Slide 26: www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 26
Slide 27: Most Important Off-Page Factor Google PageRank The key to high placement for highly competitive keywords www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 27
Slide 28: 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 www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 28
Slide 29: Good and Bad Link Structures Good      Bad     Inbound anchor text varies Inbound link count increases gradually Site links-out to only reputable pages Links are rarely reciprocal Links come from pages with few links Inbound anchor text identical Inbound link count increases suddenly Site links – out to link farms or web rings High percentage of links are reciprocal Adapted From Source: Planet Ocean www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 29
Slide 30: 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 www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 30
Slide 31: 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 www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 31
Slide 32: 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 www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 32
Slide 33: Avoiding Bad Links – DON’T     Participate in “Link Farms” Accept links from low PR pages Link to low PR pages Participate in Web Rings www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 33
Slide 34: Optimize Pages With Enough Ammunition to Defeat Opponent But Not Too Much! Opponent www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 34
Slide 35: 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 www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 35
Slide 36: www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 36
Slide 37: References/Resources Planet Ocean Unfair Advantage Book on Winning the Search Engine Wars. http://www.planetocean.com/ http://searchenginewatch.com/ www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 37
Slide 38: Achieving High Rank and Position      Earn It Link Magnet Content Architecture and Page Design Author, Optimize, Get Links Measure and Improve www.Straight-On.com searchenginemkt.com SEMpdx SearchFest 07 Slide 38