Danielle Leitch presented at Internet Retailer 2013 Conference in Orlando. These are the slides from the SEO Workshop on Day 1.

1. Danielle Leitch, MoreVisibilityDanielle Leitch, MoreVisibility
IRWD Orlando – February 11, 2013IRWD Orlando – February 11, 2013
10:30am – 11:15am10:30am – 11:15am
Search Engine Optimization WorkshopSearch Engine Optimization Workshop

2. Danielle Leitch
Executive Vice President
MoreVisibilityMoreVisibility
DLeitch@MoreVisibility.com
www.MoreVisibility.com
(561)620-9682

3. What is It?
– Competitive manipulation of website rankings based on garnering mass quantities of “spammy” links
to those sites.
Could it work?
– Yes … but…
Is it likely?
– Not usually.
A Word on Negative SEO
3

4. • Quality has always been the goal …. Now more than ever, it matters.
Updates Are Always Happening
Name: Panda
Launch: February 2011, continuous rollouts
since
Target: Low-quality, “thin” content
Who Was “Pandalized”?: Sites with large
amounts of duplicate content, poor quality
content, and/or ugc. Sites that scraped
content – article spinning / over syndication.
Name: Penguin
Launch: April 2012
Target: Spam / Over-Optimization
Who Was Impacted?: Sites with keyword
stuffing, unnatural inbound links / patterns,
over-optimized anchor text (read: over
duplicated / redundant / mechanical), etc.
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Quality Content Quality Content & Links

5. 5
SEO Fundamentals: Onsite & Offsite

6. Focus On Your Site FirstFocus On Your Site First
Danielle Leitch, MoreVisibilityDanielle Leitch, MoreVisibility
IRWD Orlando – February 11, 2013IRWD Orlando – February 11, 2013

7. 7
Keyword Research

8. How Do You Select a Page’s Keyword?
Tips for Keyword Decisions
1. Relevance: Selected word must “make sense”; content
needs to be able to “support” it.
2. Reach: Cast a wide net during research and then pick
and choose how to match as content is created.
3. Overlap: Review current targeting, current rankings,
and current organic traffic, and avoid overlap.
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9. How Do You Select a Page’s Keyword?
Tips for Keyword Decisions (Cont.)
4. Tone: Some words are more formal than others; match
words based on type of content. Formal =“regular”
pages; Informal = blog posts, offsite content, etc.
5. Navigation Level: Align word selections based on
placement on the site / within navigation; from broad to
most specific.
6. Intention: Selected word should mesh with user need.
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10. Stages of Search –
User Need & Keyword Selection
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Narrowing Choices /
Branded
Broad Research / Just
Getting Started
Ready to Buy

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Match one primary keyword/theme to each unique page / unique piece of
content based on navigation level, relevance, tone, etc.
Most broad / general
Informational and
Navigational
Transactional
Goal: Keyword-Page Matching

12. 1212
Goal: Keyword-Page Matching
• Target pages to a singular theme / keyphrase

13. 13
Keyword Research Tools
• Google Adwords External Keyword Tool:
https://adwords.google.com/select/KeywordToolExternal
• Google Insights for Search:
http://www.google.com/insights/search
• Keyword Discovery: http://keyworddiscovery.com/
• WordTracker: http://www.wordtracker.com/

14. 14

15. Now What?Now What?
Danielle Leitch, MoreVisibilityDanielle Leitch, MoreVisibility
IRWD Orlando – February 11, 2013IRWD Orlando – February 11, 2013

16. 16

17. Blogs Are Valuable
Search Engines Like Blogs:
– Link- and keyword-rich, descriptive content.
– Topical and informative.
– Relevance.
– Search engines are addicted to content.
– Blogs show up in the search results quickly and with high
volume. Why? Recency… pings and feeds allow search
engines not to have to “work” to find blog content.
• With an onsite blog your main domain benefits from any
inbound link value going to blog posts.

18. Sharing Options
Compelling Title
Tags
Author
List w/in a List
Paragraph & links
Compelling Images
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19. More Important
Less Important
19
Inbound Link Building
Search engines see links as “votes” that pass keyword relevance.
Other signs of
popularity …

20. Links That Matter
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21. Creating Inbound Links
Link May Be Based on:
• Industry – Vortals, “Hubs”
• Location
• Partnerships
• Content Published By You:
• Slideshare, Tumblr, Blog, Social Media, Press Releases,
etc.
• Content About You:
• Media, Listings, Blogs, etc.
• B2B vs. B2C Opens Different Opportunities
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Slow and Steady
Relevant
No Payment/Incentive

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Researching & Evaluating Inbound Link
Sources – AVOID Bad Neighborhoods
www.bad-neighborhood.com/text-link-tool.htm

23. Optimized Social Media
Social Media Can:
• Create More Organic Results Listings (Corporate Profiles) for
Branding / Top Category Keywords
• Help Increase Company’s “Digital Footprint” / Content
Proliferation
• Create Opportunities for Sharing and Links
• Include Content that Ranks Independently of the Main
Website … Videos, Images, etc.
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24. Tips:
• Use keywords based on targeted theme.
• Create a variety of content types / post types.
• Set up channels only as much as can be actively
supported.
• Use descriptive text, titles, headlines, tags, etc. with
multimedia content.
• Use descriptive file naming schema for multimedia
content.
• Interlink between your site and social media channels
Optimized Social Media

25. Measure & Monitor:Measure & Monitor:
Beyond Rankings!Beyond Rankings!
Danielle Leitch, MoreVisibilityDanielle Leitch, MoreVisibility
IRWD Orlando – February 11, 2013IRWD Orlando – February 11, 2013

26. Tools for Tracking
Google Analytics (GA)
• Onsite Content
• Link Building
• Social Media
• Other content
campaigns tagged for
GA tracking
Google Webmaster
Tools (GWT)
• Onsite content
• Link Building

27. Analyze Conversion Sources & Assists

28. Marketing Source ROI Analysis

29. Google Webmaster Tools (GWT)
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30. IRWD Attendee Special OfferIRWD Attendee Special Offer
Complimentary SEO Website Critique
www.MoreVisibility.com/IRWD
During our evaluation of your site, we will analyzeDuring our evaluation of your site, we will analyze:
Design Architecture Keyword Strategy
Content Management System (CMS)
Off-Site SEO Linking