advanced professional seo tactics

1 Copyright 2009, [email protected]

Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Taking Your Optimization To The Next LevelTaking Your Optimization To The Next Level

Presented by

Leslie CarruthersPresident of The Search Guru

February 24, 2009


Cover the basics first before moving on to Cover the basics first before moving on to advanced techniques. Advanced techniques only advanced techniques. Advanced techniques only work if the basics are covered.work if the basics are covered.


Optimization can be more than keyphrase Optimization can be more than keyphrase research, links from other websites and content. research, links from other websites and content. Aspects include: Aspects include:

Technical

Internal Linking

Web 2.0

Local Search


Advanced Search Optimization Tactics: TechnicalAdvanced Search Optimization Tactics: Technical

How a site is built can affect your optimization.



Canonical redirectionDefinition:

Canonical [kuh-non-i-kuhl] - a standard way of presenting that object

http://www.example.com = http://example.com

Search engines view this as two different URLs.

Improper canonicalization results in possible search engine confusion and inadvertently duplicating your entire site.

Related forms of canonical issues can come from improper handling of secure pages (https vs. http) and subdomains (sub.example.com vs. www.example.com)



Canonical tags

Insert this tag in the head of pages to indicate what you believe the URL for the page should appear as. This will help prevent mis-indexing.

<link rel="canonical" href="http://www.example.com/product.php?item=widget"/>



XML sitemaps

Should be a basic, but people still are not using them. Don’t have one? Get one. Add the proper command line to your robots.txt (sitemap: http://www.example.com/sitemap.xml) and submit to Google and Yahoo.



Spider management

Robots.txt – Does not keep a searchengine from indexing a site, it onlykeeps a search engine from indexingthe content. URLs can and do rankbased on folder & file names as wellas incoming anchor links and anchor text.

Robots META – Prevents both URL and content from being indexed.

Using regular expressions with robots.txt – Block content indexing of precise areas of your site to help with reducing duplicate content.


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Internal LinkingInternal Linking It is not just about external links - the search

engines look at all linking.


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Internal LinkingInternal Linking PageRank sculpting

Internal links are votes. Which pages are you voting for? The more internal links a page has, the more important you are indicating a page is. So, really, how important is your privacy page in your SEO strategy?

Linking to non search engine important pages drains small amounts of PageRank power from important pages. Nofollow non search engine important links. Privacy policy About us Terms of service Shopping carts Etc.


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Internal LinkingInternal Linking Navigational keyphrases

Internal anchor text influences ranking. Are you trying to rank for the word “Home” in the search engines?

Use descriptive, keyphrase-richanchor text on your own site.


Advanced Search Optimization Tactics: Web 2.0Advanced Search Optimization Tactics: Web 2.0

The new search engines



In August 2008, YouTube received more traffic than Yahoo. (ComScore)

In December 2008, 3 of the top 10 websites were social (Web 2.0) websites.

Google and Yahoo now incorporate “other” media, such as video, news and products for sale, into the normal search results.



Create videos about your products, services and people.

Educate your employees about how to communicate on social networks in a way that benefits your company.

Create content that will engage and delight a visitor to encourage them to pass it along.


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Local SearchLocal Search Reaching out to the customer next door


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Local SearchLocal Search There is a difference between optimizing for local

search and organic search for local terms.


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Local SearchLocal Search What is local search?

Local search occurs on sites that are geared towards a searcher searching for a service or business in a specific geographic location. Google Local Yahoo! Local Yellow Pages

Typically a listing is submitted – that listing then links to your site.


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Local SearchLocal Search Your local listing needs to be optimized.

Make sure to include:

Your business name with keyphrases

Your business description containing important keyphrases pertaining to your services

Your correct address

Your correct phone number


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Local SearchLocal Search Encourage customers to leave reviews for you

on these services.


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Local SearchLocal Search Organic search for local terms

Organic search for local terms means appearing in the normal search engines when someone searches for a product, business or service coupled with a geo related term.

Chicago widgets

45103 widgets

State St widgets


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Local SearchLocal Search Every page of your site should have:

Address (with zip)

Phone number (with area code)

Nearest major metropolitan area


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Local SearchLocal Search Have a directions page on your site that

provides directions from all major metropolitan areas around you using local language. Next to Kmart in the Cross Plaza

Across from Sherwood Mall

Near the intersection of Main Street and Park Avenue


Advanced Search Optimization Tactics:Advanced Search Optimization Tactics:Local SearchLocal Search A page on your site should include both areas

you serve and the services you provide.


Questionable tacticsQuestionable tactics

When advanced is not



CSS hidden content

Any time you create something on your site that is solely for search engine consumption, you are putting your site at risk.



CSS hidden content Suitable alternatives:

• CSS tabs

• Better design



Paid linksGoogle penalized its own site in Japan for buying links. What makes you think they won’t penalize you?



Paid links Suitable alternatives:

• Guest writing

• Good old fashioned link requests

• Link bait



Comment spamming

Unless you have something to add to a conversation on Web 2.0 media, don’t leave comments just to get your URL on a page. Not only does it make you look bad because it is rude, many times it is ineffective for link building as nofollow is added to comment links.



Comment spamming Suitable alternatives:

• Actually involve yourself in the conversation – not only will this give you legitimate reasons to insert your brand and links, but it will also help you develop a positive relationship with your customers and potential customers.


Free and low cost resourcesFree and low cost resources

Monthly Newsletter: http://www.TheSearchGuru.com/blog

Free Gift Session: http://www.thesearchguru.com/seo-gift-session.asp

Articles, tools, statistics: http://www.TheSearchGuru.com/resources.asp

DIY: http://www.TheSearchGuru.com/seo-store/seo-training-workbook.asp


Thank You from The Search Guru!Thank You from The Search Guru!

896 Arboretum CircleSagamore Hills, OH 44067

440-306-2418www.TheSearchGuru.com

[email protected]: @thesearchguru

advanced professional seo tactics

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