Learn SEO in 5 Days

Search Engine
Optimization SEO
Training
Presenter:
Dushyant Verma
Marketing Manger
The Digital Group Inc.
SEO Guide
LinkedIn Profile - https://www.linkedin.com/in/dushyantverma/

Content in this Presentation
 The Search Landscape – Day 1
 How Search Engines Work - Day 2
 Building Accessible Sites - Day 3
 Conducting Keyword Research - Day 4
 Link Building Strategies
 Social Media & the Web’s Influencers
Day 5

SEO Guide
The Search Marketing Landscape
Day - 1

8
Introduction to the various ways in
which you can market your
business online.

Organic vs. Paid Search
Organic
Paid

Organic vs. Paid Search
90% of Clicks
10% of Clicks

Local Results
Probably doesn’t get traffic
like most “#1” results
Completely different ranking
algorithm than standard
search results

Instant Answers
News Results
Real Time Results
Local Results
Image Results

SEO Guide
How Search Engines Work
Day -2

Crawling & Indexing
Without links, the
engines might
never find this page

Calculating Query-Independent Metrics
Via www.opensiteexplorer.org

Many Domains vs. One Domain
VS.

PageRank is Split Evenly Between the
Links on a Page

PageRank is an Iterative Algorithm

Technically, Every External Link
“Leaks” PageRank

Nofollowing or Removing Links Can
Alter the Flow of PageRank

Or, at least it used to...
www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow

Google Says they use PageRank to Crawl

Query Deserves Freshness (QDF)
QDF
QDF
Normal Results

Query Deserves Diversity (QDD)

SEO Guide
Building Accessible Sites
Day -3

Crawlability / Link Architecture

Duplicate Content & Canonicalization

Duplicate Titles & Meta Descriptions

Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structure
with relevant words
Keywords in page name,
separated by hyphen

Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
Unnecessary
Subdomain Dynamic URLs don’t perform as well
as static and engines recommend
against more than two parameters
No keywords in the URL string

XML Sitemaps
www.sitemaps.org/protocol.php

Search Engine Guidelines
www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769

Anchor Text
<a href=“https://www.yourlandingpage.com”> Organic Blueberries are here </a>
Start of the
link tag Link referral location Visible/anchor of the link Closure of
the link tag

Image Alt Attributes
Good keyword
usage in the alt tag

Search Engine “Submission”

SEO Guide
Keyword Research + Targeting
Day -4

The Goals of Keyword Research ?
is to find keywords which are searched often
so they can bring enough traffic but are not too
competitive so you can rank well for these
keywords

Determine Relative Volume Levels

Predict the Effort Required to Rank Well

Choose the “Best”
Words/Phrases to Target

The Long Tail of Keyword Demand
Top 100 terms: 5.7% of the all search traffic
Top 500 terms: 8.9% of the all search traffic
Top 1,000 terms: 10.6% of the all search traffic
Top 10,000 terms: 18.5% of the all search traffic
Experian Hitwise is a division of Experian that measures website traffic by collecting
data directly from ISP networks
Head terms are high volume in
searches, But may be very
competitive to attain.
Tail terms are high volume in
searches, But may be very
competitive to attain.

Tools & Tactics for Brainstorming
& Refining Your Seed List

Google AdWords Tool
Be Wary of
Match Type
https://adwords.google.com/select/KeywordToolExternal

MS AdCenter Excel Plug-In
www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research

Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers

Competitive Keyword Research
Restrict query
to competitor’s
domain

Create Spreadsheet w/ these Columns

Get Google Search Demand Numbers

Add Keyword Difficulty Data for Top Terms
We like using a weighted average of
the Page Authority metric

Target High Volume, High Value,
Low Difficulty Terms First

Measuring Keyword
Difficulty & Competition

Run Queries for Desired Term + Engine
Watch for vertical
results, which can skew
CTRs & visibility

Conduct a Competitive Analysis of Metrics

Tools Can Help Provide Scores
www.seomoz.org/mozbar

SEO Guide
Link Building Strategies
Day 4-5

What Goals Can Link Building
Help Us Achieve?

Improve a Domain’s Ability to Rank Pages

Achieve More Complete Indexation

Drive Traffic & Branding Awareness

Send Converting Traffic
Image Credit: websiteoptimization.com

The 8 Basic Kinds of Link Building

#1 - Manual Link Submissions/Requests

#2 - Competitive Link Research/Acquisition

#3 - Links via Embedded Content

#4 - Linkbait & Viral Campaigns

#5 - Content, Technology & API Licensing

#6 - Partnerships, Exchanges & Trades

Matching the Right Link Building
Strategies
to Your Organization’s SEO Goals

Links for Domain “Authority”

Using Tools & Processes to Ease the
Challenges of Link Building

Tools for Competitive Link Research
• Yahoo! Site Explorer & Link Commands
• Open Site Explorer
• Top Pages

Yahoo! Site Explorer
Total num of links
coming to your
domain
Not necessarily followed & in
a somewhat random order

Yahoo! Link Commands
Less “accurate” than
Site Explorer
Lots of cool, useful modifiers
available

Open Site Explorer
Highly Correlation w/ Rankings
Data updates monthly from the
Linkscape web index (approx. 60% the
size of Yahoo!/Google/Bing)

Open Site Explorer
Poor Anchor Text Spells Opportunity

Top Pages
Find which pages are
earning links (your
own & competitors)
404s? Reclaim them!

Ways Search Engines Judge the
Value of a Link

#3 - PageRank
According to google if a webpage is giving away a link to another page then it is casting a
vote to another page. For example ,if a page A is linking back to page B then google sees it
as a vote from page A to page B

#13 - Link Type
Links can come in a variety of formats.
The big three are:
 Straight HTML Text Links
 Image Links
 Javascript Links

#13 - Link Type
Straight HTML Text Links
Image Links
Javascript Links

Tools for Quick Analysis
Get usable metrics
quickly as you surf

Social Media & the Web’s Influencers

Topic Areas of Interest for Web Influencers
The D S Simon 2014 Web Influencers Survey found technology, entertainment, food & beverage and healthcare were the most interesting topics for
web influencers. This clearly creates an opportunity for communicators as well as insight into how to target your outreach for specific campaigns.
The table below shows a comparison of the subject matter interest levels amongst the different types of media.

SEO Guide
“Why is Social Media
important for Business?”

Popularity of the Social Networks
(As of January 2013) – Source: Techi

Breakdown on how some of the most popular social media platforms have been helping businesses attain their goals:

SEO Guide
“Choosing the Right Social Media
Platform for Business”

Adopt a strategy that
reflects your brand
and your customers’
behavior
Decide what
platforms work best
for your business
Determine how much
you can commit to
regular updates
Go where your
customers are and
start a conversation
Social Statistics

Social Media
Paid Marketing Methodology

Algorithmic Ranking Factors
You have to do these
right, before you can
do these right

SEO Guide
Free SEO Tools
List of Tools:
Google Webmaster Tools
http://www.google.com/webmasters
Google Keyword Tool
www.adwords.google.com/select/KeywordTool
External
Website Grader
www.websitegrader.com
Check Backlinks & Anchor Text
www.bluebacklinks.com
Search Engine Spider Simulator
www.webconfs.com/search-engine-spider-
simulator.php
Alexa Ranking
www.alexa.com
SEO Book – Free SEO Tools
www.tools.seobook.com
Spy on Your Competitors
www.spyfu.com
Search Engine & Directory
Submission Tool
www.ubl.org
Press Release Article Distribution
www.prnewswire.com

Learn SEO in 5 Days

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Learn SEO in 5 Days

Similaire à Learn SEO in 5 Days (20)

Plus de Dushyant Verma

Plus de Dushyant Verma (7)

Dernier

Dernier (20)

Learn SEO in 5 Days