Downloaded 59 times
More Related Content
Similar to Search engine optimization (seo) workshop 2
![Governance, Deployment & Methodologies for Agentic Automation [2/3]](https://cdn.slidesharecdn.com/ss_thumbnails/agenticcommunityseries-day2-251112135038-a386476d-thumbnail.jpg?width=640&height=640&fit=bounds)
Search engine optimization (seo) workshop 2
- 1. Search Engine Optimization(SEO) Workshop By Gabriel Goldenberg Gab @seoroi.com
- 2. Where We’re GoingToday
- 3. Where We’re GoingToday Where does SEO fit in marketing? Interruption vs permission marketing Who finds ads annoying? Who ignores ads? Why do SEO?
- 4. Where We’re GoingToday Under The 600 HP Hoods of Modern Search Engines: - Content discovery - Crawling - Indexing - Ranking - Filtering and Penalizing
- 5. Where We’re GoingToday How do we do SEO? Same as offline marketing campaign: Research Plan Execute Measure Optimize
- 6. Where We’re GoingToday We will do group work to: Research – Keyword ideas and value Measure – Link building efforts
- 7.
- 8. Interruption Marketing Via10steps.sg
- 9.
- 10.
- 11.
- 12. An Experiment WithFonts & Font Size Group M, please visit seoroi.com/test-1 Group R, please visit seoroi.com/test-2
- 13. Do Ads AnnoyYou? Scam ads. Screenshot via BattelleMedia.com
- 14. Permission Marketing ViaB2HMarketing.com
- 15.
- 16.
- 17. Search: The NewYellow Pages
- 18. Why do SEO?Highly Effective - Permission 98% of clicks on page 1. When did you last click # 53?
- 19.
- 20. How Search EnginesWork Finding out about content Visit Decide what it’s about Store it Rank it against other sites on the topic Get the query and add query-based filters: Geo, personalized search, video, news etc
- 21. Finding Content Thereare over a dozen different ways that search engines will discover new content Links Chrome / toolbar visits Searches Tweets Submissions PPC More ways: http://seoroi.com/shotland-index
- 22. IsMarkDavidsonReal.com Full casestudy: http://www.seomoz.org/ugc/how-i-got-16-links-in-20-minutes-with-9
- 23. Crawling Content Q:How do search engines know what is on a webpage? A: With spiders and robots. Via Examiner.com
- 24. The Index Whereinformation on the web is stored.
- 25. Rankings Rankings dependon Relevance and Importance.
- 26. Relevance Relevance isthe minimum threshold for a page to be considered to be shown. Image via: StuartDuncan.name
- 27. Relevance Signals Signalsof a page’s relevance include Content on the page Clickable text (aka anchor text) in internal links external links The relevance of pages and sites that link to the page
- 28. Rankings Rankings depend on Relevance and Importance Via Topspots003.blogspot.com
- 29. Rankings It’s notenough to have a relevant page… You need to be The. Most. Important. Page.
- 30. What’s TheMost Important Page?
- 31. The most visitors?Via VisualPhotos.com
- 32. The most knownbrand? Good analysis here: http://www.seobook.com/potential-brand-signals Via BrandXCulture.com
- 33. The one payingGoogle the most?
- 34. The hottest designedpage? Via Visual-Blast.com
- 35. Importance Importance inrankings depends on what others say.
- 36. Links Via Wasauna.comIPL.org
- 37. Factors In LinkBuilding Amount Prominence and location Authority Relevance of linking site, page, person
- 38. Social Signals Importancedepends on social media signals like tweets and Facebook shares
- 39. Visitor Data Browsersand toolbars
- 40. Rankings Cat &Mouse
- 41. Penalties and FiltersPenalties for guideline violations Filters for geo, language, news etc. Via J-walkblog.com
- 42. How do wedo SEO?
- 43. How do wedo SEO? Step 1: Research
- 44. Research: Keyword IdeasTools Get 2-3 partners Pick 3 products you’ve all researched or bought online (suggest: not CPG) Visit Google’s general keyword tool: http://seoroi.com/google-kw-tool Enable Cost Per Click columns, months, and brainstorm keywords for each product
- 45. Research: Keyword IdeasPeople Switch products with the group sitting next to you Brainstorm & write down all keywords and modifers – 15 mins – note who came up with each keyword Good work gets candy! Via layoutsparks.com
- 46. Research: Keyword IdeasCompetitors Google some keywords Visit sites Read navigation / sitemaps
- 47. Research: Keyword ValueIndividually: Write answers to these questions about your group’s products: Have you bought this product/service before? If so, how many times? How often do you buy this product/service? Are you a new or returning client to the last place you bought from? Put answers aside- we’ll return to them soon.
- 48. Research: Keyword ValueLego: Big mistake or PPC intricacies?
- 49. Research: Keyword ValueCPC data, Surveys and Competitor Review Compare keyword ideas with keyword value info from surveys and G CPCs
- 50.
- 51. Keep It SimpleText links Avoid Flash & Frames Use keywords liberally Answer the query Organize for users When in doubt, delete.
- 52. Clinique Revolution Full disclosure: They are a current client.
- 53. Link Building ‘ Why would anyone link to me?’
- 54. That’s What TheyDo Directories of websites and resources: General: Yahoo Niche: Hockey-Community’s Hockey Blogs Discounts for students
- 55. What is a“Hub”? It’s the center of a wheel.
- 56. What is a“Hub”? A wheel made up of pages and links.
- 57. Why Hubs MatterTo SEO A Partial History of Google’s Algos PageRank: Absolute scores Offtopic pages can rank with high PR Hilltop: Relevance within a field
- 58. Hubs Link WithinA Field So Hub Links And Relevance Correlate Topical relevance can be measured using hub links Larry King Bob Vila PageRank: General Fame HillTop: Niche Expertise
- 59. Tool: Competitive LinkFinder
- 60. Tool: Competitive LinkFinder Pros: See actual linking pages Sorted by SEOmoz’s mozRank and mozTrust Saves time Cons: Starts at $99/mo > competitors Fewer results than competitors
- 61. And Sites WithOther Purposes’ Motivation? Sweeeeeeet content.
- 62. News 500K links,per OpenSiteExplorer.org
- 63.
- 64.
- 65. Compliments or ControversyJason Cherniak from Liblogs Jason Calacanis of Weblogs Inc. Via DigitalTechNews.com Via Liberal.ca
- 66. Practice: Link AnalysisIn groups, download these four CSV files and visit the URLs. Why did they get each link? What was remarkable? http://seoroi.com/links-oatmeal http://seoroi.com/links-wordpress http://seoroi.com/links-degrees http://seoroi.com/links-seomoz
- 67. And If YouDon’t Create Content? Suppliers Customers Friends
- 68. Assumed: Initial AttentionDistribution doesn’t happen on its own. You have to ask. And for many of us, that’s uncomfortable.
- 69. Why is ituncomfortable?
- 70. Why is ituncomfortable? Typically because we’re interrupting. Via 10steps.sg
- 71. The solution? Permission. Relationships: BuzzStream, ConnectedHQ Social Media & Reciprocity Subscribers – RSS and Email
Editor's Notes
- #14 Ask how many people are in class and send half out Have remaining half open a click test page and show where they would click. Send them out and have other half come back in, and open a second test, showing where they would click. “ We’ll come back to the results in a moment. First, we need to discuss permission marketing.” Go back and forth between results pages, show similarity