Everything You Need to Know about SEO

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A look at everything you need to know about Search Engine Optimization (SEO). A presentation given by Naoise Osborne at Journe Infopresse in Montreal on Oct. 15th 2009.


<ul><li> 1. INTERACTIVE STRATEGY -55, AV. MONT-ROYAL O., SUITE 999, MONTRAL (QC) H2T 2S6T514.524.7149NVISOLUTIONS.COM Search Engine Optimization: EverythingYouNeed to Know about SEO</li></ul> <p> 2. Ingredients for Successful SEO </p> <ul><li>The Holistic SEO Recipe: </li></ul> <ul><li>One Part Marketing </li></ul> <ul><li>One Part Editorial </li></ul> <ul><li>One Part Webmaster </li></ul> <ul><li>One Part SEO </li></ul> <p>Someone fromeach areashould learn the essentials of SEO then coordinate on its implementation. INTERACTIVE STRATEGYNVISOLUTIONS.COM 3. Marketing| Product Expertise, Keyword Research, Promo INTERACTIVE STRATEGYNVISOLUTIONS.COM 4. Editorial|Keywords to Content, Content to draw links INTERAE STRATEGYCTIV NVISOLUTIONS.COM 5. Webmasters| Link Tech, Sitemaps, Publishing, etc... INTERACTIVE STRATEGYNVISOLUTIONS.COM 6. SEO:: Inter-department Coordination, Strategy, Reporting INTERACTIVE STRATEGYNVISOLUTIONS.COM 7. EVERYBODYNEEDS TO GET THE SEO BASICS AND SEE THE SEO BIG PICTURE 8. What does EVERYBODY need to get? INTERACTIVE STRATEGYNVISOLUTIONS.COM 9. Information Architecture| Determine Page Relationships </p> <ul><li>Hierarchies imply information organization implement them with breadcrumbs navigation that always links up to parent pages: </li></ul> <ul><li><ul><li>Home Appliances &gt; Kitchens &gt; Stove Cook-tops &gt; Product Page </li></ul></li></ul> <p>INTERACTIVE STRATEGYNVISOLUTIONS.COM 10. InformationArchitecture| Content Grouping Similar pages link to other similar pages with breadcrumb and category-specific navigation links present at each level INTERACTIVE STRATEGYNVISOLUTIONS.COM 11. Information Architecture|Interlinking Each group of content links heavily to similar content and sparsely to other on-site content that is less similar INTERACTIVE STRATEGYNVISOLUTIONS.COM 12. Ranking Targets| Frequency Mirrors Hierarchy INTERACTIVE STRATEGYNVISOLUTIONS.COM 13. InformationArchitecture| Mapping Keywords to Levels Optimize pages higher up for more competitive keywordsINTERACTIVE STRATEGYNVISOLUTIONS.COM 14. ROLESAND THE SEO WORKFLOW 15. Marketings Role| Raking Goals, Converting traffic &amp; Popularity </p> <ul><li>Find &amp; Prioritize Relevant Keywords </li></ul> <ul><li>Evaluate for Searcher Intent </li></ul> <ul><li>Request Content from Editorial </li></ul> <ul><li>Contribute to Conversion Process </li></ul> <ul><li>Marketing for External Links </li></ul> <ul><li><ul><li>Direct Solicitation </li></ul></li></ul> <ul><li><ul><li>Contest &amp; Widgets </li></ul></li></ul> <ul><li><ul><li>Public Relations </li></ul></li></ul> <p>INTERACTIVE STRATEGYNVISOLUTIONS.COM 16. Keyword Research| Start Short &amp; Think Laterally INTERACTIVE STRATEGYNVISOLUTIONS.COM 17. KeywordResearch| Build Long Lists with a Narrow Focus INTERACTIVE STRATEGYNVISOLUTIONS.COM 18. Keyword Research| Dig Down &amp; Identify Searcher Intent INTERACTIVE STRATEGYNVISOLUTIONS.COM 19. Marketing &amp; Editorial| Working Together </p> <ul><li>Convert KW lists to prioritized ranking goals </li></ul> <ul><li>Brainstorm ideas for bridging searcher intent to conversion </li></ul> <ul><li>Identify quantity / quality / nature of editorial content required for keyword coverage </li></ul> <ul><li>Place content appropriately in I/A </li></ul> <ul><li>Brainstorm ideas for link-attracting or embedded promotion </li></ul> <ul><li><ul><li>Contest | Worst Vacation Ever Photo </li></ul></li></ul> <ul><li><ul><li>Viral article | Vacation Villas that Tailor to Ghost Hunting </li></ul></li></ul> <ul><li><ul><li>Widget | Last Minute Luxury Ticket Ticker</li></ul></li></ul> <p>INTERACTIVE STRATEGYNVISOLUTIONS.COM 20. Editorials Role| Keywords to Content, Titles, Interlinking </p> <ul><li>Proactively suggest content based on KWs </li></ul> <ul><li>Writehighly clickable tags</li></ul> <ul><li>Write keyword oriented on-page titles </li></ul> <ul><li>Link out from content to related areas of the website and to outside authority sites </li></ul> <p>INTERACTIVE STRATEGYNVISOLUTIONS.COM 21. EditorialsRole| Page Title, tag, and Interlinking INTERACTIVE STRATEGYNVISOLUTIONS.COM 22. Web-Techs Role| Integrate content, monitor indexation </p> <ul><li>Implement Information Architecture </li></ul> <ul><li>Integrate Content to Spec </li></ul> <ul><li>Responsible for spider accessibility </li></ul> <ul><li>Monitor indexation </li></ul> <ul><li>Fix duplicate content issues </li></ul> <ul><li>Thorough understanding of indexation control </li></ul> <ul><li>Understands and utilizesa number of tools </li></ul> <p>INTERACTIVE STRATEGYNVISOLUTIONS.COM 23. SEOs Role| Either in-house or consultants </p> <ul><li>Coordination of all efforts </li></ul> <ul><li>Define and manage goals </li></ul> <ul><li>Identify technical issues </li></ul> <ul><li>Train &amp; Assist Marketing and Editorial </li></ul> <ul><li>Ensure good interlinking </li></ul> <ul><li>Coordination of link building </li></ul> <ul><li>Utilize analytics regularly </li></ul> <ul><li>Reporting on SEO </li></ul> <p>INTERACTIVE STRATEGYNVISOLUTIONS.COM 24. </p> <ul><li>Two Free Tools| For Webmasters &amp; SEOs </li></ul> <ul><li>Google Webmaster Central: </li></ul> <ul><li><ul><li><ul><li>Identify Crawl problems (spider data over time!) </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Find duplicate titles and meta descriptions </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Quickly identify 404 pages </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>List your pages by internal or external links </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Manage and find errors in sitemaps </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Test your robots.txt file against specific URLs </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Basic domain canonicalization (www to non-www) </li></ul></li></ul></li></ul> <p>INTERACTIVE STRATEGYNVISOLUTIONS.COM 25. </p> <ul><li>Two Free Tools| For Webmasters &amp; SEOs </li></ul> <ul><li>Xenu Link Sleuth: </li></ul> <ul><li><ul><li><ul><li>Find broken links (sort by status) </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Find duplicate title tags (sort by title) </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Find heavy pages (sort by size) </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Find pages too many click from home (sort by level) </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Find pages with too few internal links (sort by In links) </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Find images without ALT text (sort by type, scan title field) </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Test non-canonical URLs (from a text file) and view status </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Find outgoing links to broken pages or expired content </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Find bot traps (like open ended calendars)</li></ul></li></ul></li></ul> <p>INTERACTIVE STRATEGYNVISOLUTIONS.COM 26. Reporting &amp;Evaluating|Non-Paid, Non-Branded Traffic Trends INTERACTIVE STRATEGYNVISOLUTIONS.COM 27. Reporting &amp;Evaluating| What Not to Look at Avoid judging SEO efforts based on: </p> <ul><li>Specific Rankings</li></ul> <ul><li>Brand-related SE traffic </li></ul> <ul><li>Portion of overall site traffic derived from organic</li></ul> <ul><li>Incorrectly defined conversions (e.g. contact form) </li></ul> <ul><li>Too little time </li></ul> <ul><li>Expectations of results without team involvement </li></ul> <ul><li>Incorrect time comparisons(e.g. compare Q4 09 with Q1 08) </li></ul> <p>INTERACTIVE STRATEGYNVISOLUTIONS.COM 28. </p> <ul><li>Summary| Dos and Don'ts </li></ul> <ul><li>Do: </li></ul> <ul><li><ul><li><ul><li>Define your IA and determine canonical URLs for all pages </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Write original content to accommodate your ranking targets </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Use breadcrumb style navigation Put all new content in it! (EG:Home&gt;Kitchen&gt;Major Appliances&gt;Stoves ) </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Include relevant category-specific navigation at each level </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Make interlinking of all editorial contentmandatory! </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Keep updated HTML and XML sitemaps for all new content</li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Learn all the ways to control indexation and link juice flow </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Be prepared to weight other priorities against SEO and make sacrifices </li></ul></li></ul></li></ul> <p>INTERACTIVE STRATEGYNVISOLUTIONS.COM 29. </p> <ul><li>Summary| Dos and Don'ts </li></ul> <ul><li>Dont: </li></ul> <ul><li><ul><li><ul><li>Let the same content appear on more than one URL </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Just throw content up without linking to it, or linking from it </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Spread your link juice thin over pages dont have unique content </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Leave open ended page scripts like calendars </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Archive poorly without respect to your IA </li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Return server headers other than 404 for error pages</li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li>Think you can fix link juice distribution issues with robots.txt </li></ul></li></ul></li></ul> <p>INTERACTIVE STRATEGYNVISOLUTIONS.COM 30. A CHEAT-SHEET FOR: Indexation and PageRank control methods Contact[email_address]for a PDF INTERACTIVE STRATEGYNVISOLUTIONS.COM 31. Link Juice and Indexation Cheat Sheet: Tag/Command Indexation Link Juice Robots.txt (file in root of site) EG: Disallow: /news/pdf-copies/ Stops pages or directoriesfrom appearing in Search Engine indexes (except uncrawled references ) Pagesblocked by robots.txt can still accumulate link-juice, but cannot pass it Block what you dont want indexed: Session IDs / dupe URLs:Disallow: *partner=*Entire directories:Disallow: /news/pdf-copies/Internal SERPs:Disallow: *car-search-query=* External affiliate links:Disallow: *redirect.cgi* If excluded pages have external links, expect 'URL-only' listings: No title, snippet, size or cache.For no listing at all, allow bots &amp; use Meta noindex On-Page MetaNo-Index ( of page) EG: Stops the page from appearing in Search Engine indexes entirely The page can still accumulate and pass link-juice You may want to use Meta Noindex if: you cant alter your robots.txt, or if robots.txt standard is not flexible enough, or if you dont want URL listings 32. Link Juice and Indexation Cheat Sheet: Rel=nofollow (in an link) EG: Stops spiders from following a specific link. They dont crawl or discover through nofollow links. Stops Link Juice from flowing through a specific link Can be used from one domain to another when a link does not imply trust. Lots of controversy recently on its use within a domain to sculpt PR flow 301 Redirection (many types of implementation) EG: redirect/old/page.php /new_page.php[301, permanent] Spiders follow redirect and discover new pages Search Engines transfer link juice from old pages to new pages If any URLs change, this is the best way to shift link juice from old to new. 301s are the only way to transfer link juice from one domain to another. Tag/Command Indexation Link Juice On-Page MetaNo-follow ( of page) EG: Stops spiders from following the links on the page (which may still get indexed via other links) The pages can still accumulate link-juice (and rank), but cant pass it on You may wish to nofollow an entire page like a list of paid sponsors. 33. Link Juice and Indexation Cheat Sheet: Tag/Command Indexation Link Juice Canonicalization tag ( of page) EG: Spiders go to referred page like a 301 redirect . Does not work across domains. Search Engines transfer link juice from variation pages to real page </p> <ul><li>A new approach to both indexation control and link juice control </li></ul> <ul><li>Supported by The Big Three: Google, Yahoo, MSN </li></ul> <ul><li>May be cheaper than redoing your entire site from scratch, for now </li></ul> <ul><li>May see faster results than redoing your entire site </li></ul> <ul><li>May become a maintenance nightmare </li></ul> <ul><li>Can turn out to be as or more complex than doing it right from scratch </li></ul> <p>Javascript Link EG: </p> <div> Google tries to crawl and index if URL is easily to access in onclick or href If crawlable, Google will try to pass link juice <ul><li>Before rel=nofollow, many SEOs used uncrawlable JS links for sculpting </li></ul><ul><li>May not carry as much weight, and should not be used as main navigation </li></ul> 34. OUR WEBSITE:NVISOLUTIONS.COM NVI BLOG EN: NVISOLUTIONS.COM/BLOG NVI BLOG FR: GO-REFERENCEMENT.ORG EMAIL ME: [email_address] FOLLOW ME ON TWITTER @NAOISEOSBORNE Thank you! Keep up with NVI. INTERACTIVE STRATEGYNVISOLUTIONS.COM</div>