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SEO 101 deck for 3dCart webinar

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SEO 101 deck for 3dCart webinar

  1. 1. @duaneforrester Bing Webmaster Tools Speaks at shows, runs forums and blog, provides guidance on new WM tools www.bing.com/toolbox/webmasters Does he have a clue? 12+ years as an inhouse SEO; ran seo at MSN; has helped Disney, GAP, Walmart + http://www.linkedin.com/in/dforrester And this helps me how? Blogging since 2001; owns 150 domains; makes money online http://twitter.com/DuaneForrester what does duane do at bing Your data, always fully provided.
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  3. 3. Throwing rocks Smoke signals Mercantile shops Mail order catalogues Billboards Television Radio Social Email SEO PPCTrading goods Man’s History of Marketing Image credit: www.conducthq.comYour data, always fully provided.
  4. 4. Data credit: gossip.greenlightdigital.com/blog/the-history-and-evolution-of-seo/ • Keyword stuffing all the rage • SE submissions help rankings • Dawn of modern search engines w/Altavista • Death of SE submissions • SEO software works very well for #1 placements • cloaking makes its appearance • Google and MSN Search launch • Word spreads that links help rankings • DMOZ launches and starts directory movement • Google Toolbar shows PR – drives link requests • Google fights spam with Florida update; hurts legit sites • Blogging takes off • Text Link Ads creates network link buying • First paid link network appears • First SEO conference held: SE Strategies 1994 1999 201220112010 1995 1997 1998 2000 2002 2003 2004 2005 2006 2007 2008 2009 • Universal search appears • Text Link Ads banned by Google • Wikipedia shows the future – domain authority through content depth • Nofollow tags appear; PR sculpting follows • G Jagger/BigDaddy updates seek link spam • XML sitemaps jointly supported by all engines • Google notes the “sandbox” • Link Farms appear 2013 • Google’s “Brand” update uses “trust signals” to restack SERP around brands • Bing partners with Facebook to integrate social signals into SERPs • rich snippets starting to be used by sites • Canonical tag appears • Caffeine rolls out allowing faster indexing – “real time” search is here • Tweets integrated showing future of social influencing search • Social signals • Mobile • Gestures • Voice • Google launches G+ • G launches +1, tells sites they rank better displaying it • Bing expands social inclusion with FB, Twitter & 4Square • Rich Snippets impacting SERPs ? Your data, always fully provided.
  5. 5. Your data, always fully provided. Orange • Paid ads – you pay per click for traffic • Auction-based system • Higher bid; higher placement Green • Organic results • SEO works here • Trusted results • Clicks are free Red • Shopping results • Combination of organically sourced and paid inclusion results • Not as wide a net as organic, but more focused than paid ads M o r e O r g a n i c
  6. 6. Your data, always fully provided.
  7. 7. • Build social followers & fans organically • Wall posts/tweets with links are perceived as more credible and useful • Get the basics of SEO covered, then focus on content • Its worth repeating: unique, compelling content still works Your data, always fully provided.
  8. 8. • The engines really respond to unique, useful content • Your visitors respond to this as well • It’s a wise investment of your time • Don’t take shortcuts – limit syndicated content image credit: http://mashable.com/2011/01/10/social-content-strategy/Your data, always fully provided.
  9. 9. • The Internet is B.I.G. Slice and dice to find your niche. • Plenty of niche areas to explore/exploit – start your fight where you can dominate • Choose your voice wisely; don’t be afraid to express an informed opinion • Watch what users respond to, then amplify along those lines Your data, always fully provided.
  10. 10. • Know exactly what users are searching for • Data can help you uncover new niches or refine your focus • Helps keep you focused on creating compelling content • Got writers block? Check your keyword research for inspiration Your data, always fully provided.
  11. 11. • Start with your Home page, categories, products, etc… • Then…when you have numbers… • Every area of your site has a value - $, PV, Emails, etc. • Determine what the value is • Sort your site by value to see what really matters • Organize work around high-value areas first Your data, always fully provided.
  12. 12. • SEO is not just content • SEO can be affected by technical elements • You need both • Content can win, but technical SEO helps Your data, always fully provided.
  13. 13. • Crawlability – Xml sitemaps – Navigational structure – Rich media cautions – Graceful degradation – URL structure – Robots.txt • Site Structure – Internal Links – URL structure and keyword usage – Clean URLs – no extraneous parameters (sessions, tracking, etc.) – HTML & XML sitemaps – Content hierarchy – Rel-canonical usage to manage duplication issues – Rich media – don’t bury links in Javascript/flash /silverlight/AJAX – Responsive design for managing mobile & web • On-Page – Head copy • Titles – unique, relevant, 60 characters or so long • Descriptions – unique, relevant, grammatically correct, 160 or fewer characters – Body Copy • H1, H2 and other H tag usage • ALT tag importance & usage • Keyword usage within the content/text • Anchor text – using target keywords to support other internal pages • Content – Build based on keyword research – Down-level experience enhances discoverability – Keep out of rich media and images – Produce new content frequently – Make it unique – don’t reuse content from other sources – Content management – using 301s to reclaim value from retiring content/pages – <LINK> canonical to help engines understand which page should be indexed and have value attributed to it – 404 error page management to help cleanse old pages from search engine indexes • Links – Plan for incoming & outgoing link generation – Internal & external link management – Content selection – planning where to link to – Link promotion via social spaces – direct traffic & seo value – Managing anchor text properly – URL structure can help insert keywords where they are needed • Social – Be an authority – Build your community – Interact often – Share useful content – Be consistent and useful – Grow facebook, twitter, pinterest, etc. Your data, always fully provided.
  14. 14. • Skip m. domains • m. domains produce unwanted duplication • Responsive design is your friend • HTML5 can help Your data, always fully provided.
  15. 15. Authority Building Short List Know the topic inside out Engage your community Share useful content freely Be consistent and useful Market your strengths Be a go-to resource Learn to spot trends in data Your data, always fully provided.
  16. 16. Authority – engine-style • • • • • • • Your data, always fully provided.
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  18. 18. • What else will be considered “search”? • Mobile image capturing • Voice activated search • APPs are refined search experiences • Gestures could indicate search intent • Look at kids today and the habits they are developing to help understand what they will need in the future from technology Think about how people looking for your business will find you using the technologies available to them. Smart phones, in-car systems, tablets, xBox, etc. Your data, always fully provided.
  19. 19. Where does SEO fit in? Content Social User Experience Link Building SEO Your data, always fully provided.
  20. 20. Search – you’re trying to solve… QUALITY TIMELINESSPOPULARITYTRUST When optimizing your site for search, you invest in these major areas Content Links Appearance Authority Usefulness Resource Traffic Repeat Visits Links Current Fresh Relevant Your data, always fully provided.
  21. 21. Search – we're trying to solve… ComScore and Microsoft Internal Analysis 2010Your data, always fully provided.
  22. 22. A Changing Web of Your Objects Schema.org can help Mark up your content Your data, always fully provided.
  23. 23. Search - Evolved Deliver knowledge by computationally understanding user intent. “home gym” • Purchase • Install • Sell • Set fire to • Impress friends • Who • Where • Others • Semantic • Research Content Social Media Real Time + Signals “Linda” Query Intent Detection Task Derivation Your data, always fully provided.
  24. 24. • Signal of topical authority • Real-time – engines want fresh content, fast • Integrated social signals influence click actions of searchers • Social signals remain only a few of thousands of signals for organic ranking How users click on your results can impact rankings and when we show cues like your Facebook friends with results, click rates can be impacted. Your data, always fully provided.
  25. 25. Your data, always fully provided. • Different sources must be handled differently • Organic traffic is building trust • Paid traffic is ready to open their wallets • Email traffic is ready to buy…now • Ensure your conversion path is short and sweet • Off the shelf carts can usually be tweaked to gain improvements in conversions.
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Hinweis der Redaktion

  • So once we have all these objects, and begin to understand intent, we can do some magic