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Advanced SEO Strategies,[object Object],Stuart McKeown, Product Director ,[object Object],Edward Lakman, Sales Director,[object Object],29th July 2009,[object Object]
Agenda,[object Object],[object Object]
Tactical SEO
Structural SEO
Promotional SEO
Analytics & Conversion Optimisation,[object Object]
Structural,[object Object],Promotional,[object Object],Tactical,[object Object],Fundamental Components,[object Object],Sub Domains vs Sub Folders ,[object Object],Meta Data,[object Object],Keyword Focus,[object Object],URL Structure,[object Object],Navigation Structure,[object Object],Accessibility,[object Object],Sitewide Optimisation,[object Object],Internal Linking Focus,[object Object],Social Media,[object Object],Video Syndication,[object Object],Press Releases,[object Object],Social Bookmarking,[object Object],Directory Submissions,[object Object],Article Submissions,[object Object],Competitive Analysis,[object Object],Keyword Research,[object Object],Keyword Gaps,[object Object],Content Gaps,[object Object],User Generated Content,[object Object],Segmenting Content,[object Object]
Tactical,[object Object],Preparation / Planning / Execution,[object Object],Improved rankings = more targeted traffic = more sales,[object Object]
Advanced Keyword Research,[object Object],Research,[object Object],Tools,[object Object],Actions,[object Object],Goals & Objectives,[object Object],Opportunities,[object Object],Permutations (i.e. cheap),[object Object],Gaps in current Content,[object Object],Internal Search,[object Object],Competitor Search Terms,[object Object],Industry Search Terms,[object Object],Seasonal Fluctuations,[object Object],Commercial or Informational ,[object Object],Hitwise CI,[object Object],Search Intelligence,[object Object],Clickstream Data,[object Object],Google Keyword Tool,[object Object],Google SK Tool,[object Object],Analytics Data,[object Object],MSN Keyword Estimate,[object Object],MSN Forecaster,[object Object],Optimise Meta Data,[object Object],Generate New Content,[object Object],Restructure Site,[object Object],Segment Customers,[object Object],Plan Seasonal Offers,[object Object],Increase Conversions,[object Object],Improved rankings = more targeted traffic = more sales,[object Object]
Compare Data Sources,[object Object],Data sources can be wildly different, always include multiple sources during the keyword research & selection process.,[object Object],Improved rankings = more targeted traffic = more sales,[object Object]
Prepare in Advance,[object Object],Plan SEO Activity & SEO,[object Object],Promotions Early.,[object Object]
Bring your Best Content Forward,[object Object],[object Object]
The homepage is often one of the most underused SEO advantages
What are your top converting or performing pages? Bring them closer to the homepage to take advantage of that link juice
Use descriptive anchor text, avoid using language like click here or more infoImproved rankings = more targeted traffic = more sales,[object Object]
Identifying Tactical Content,[object Object],[object Object]
Can you use your existing content better by segmenting it towards a different keyword focus?
Can you break keywords down to a city or suburb level (i.e. real estate melbourne)
Are you showing too much content on one page that could be split out into multiple pages?
Does your keyword research identify keyword gaps that can easily be filled?,[object Object]
Structure static pages for the content variations (i.e. yoursite.com/holidays-homes/lorne/
Template your ,[object Object]
Include key terms in H1 tags & content
Bring the content closer to the homepage
Include your top converting content as sitewide links in your navigationImproved rankings = more targeted traffic = more sales,[object Object]
Use Descriptive Internal Linking,[object Object],[object Object]
Use product names as internal anchors
Identify pages with similar content themes & use varying anchor text between them.
Good internal linking also increases pageviews per user (more banner impressions)
Use internal linking to silo pagerank into your content themes & tactical content Improved rankings = more targeted traffic = more sales,[object Object]
Comparing SEO to other Channels,[object Object],[object Object]
Compare Organic against Paid, Search against Display & Search/Display against Email
Use this data to remove non-converting sources for each campaign type & improve ROI
This can easily help you win more budget for search when you show how it outperforms more traditional methods

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Advanced SEO Strategies

Editor's Notes

  1. SEO is a monster, there’s thousands of:Onpage Factors to considerLink Building Avenues & methodsSEO is constantly evolvingThe game is changing, things are becoming more socialCompetition is growingWebsites need to have unique value propositionBecoming more transparent, more people are tracking ROI
  2. We break SEO down internally into 3 segments:Tactical (40%) – Your research, the most important part imoStructucal (20%) – The onpage changes that have the impact (these cannot be executed without the Research)Promotional (40%)– Using PR/Social/Link Building to propel your content into the web
  3. Tactical SEO is about preparation, how do you know which keywords to target or execute upon without the correct research?You do the research, use the tools then decide which actions to take.Goals & Objectives – What are the goals & objectives of your site?Opportunities – What are the opportunities for growth & keyword developmentPermutations – What language are people using to find your products & services?Gaps – Do you have long tail gaps in your current content or is your content too thin/not engagingInternal Search – What are YOUR users looking for when they use your site. Are they not finding what they’re looking for?Competitors – What search terms are your Competitiors targeting & why?Industry – What search terms are key in your industry?Seasonal Terms – Do terms for holiday accommodation in byron bay peak at certain times of the year? Are you planning around this? Do you have a content or SEO schedule?What’s the intent? Are people using commercial or informational terms to find your site Microsoft Adlabs has a commerical intent tool
  4. During the process of Keyword Research you’ll need to compare data sources, DO NOT rely on a single source for all your data. The above example shows how Google’s Keyword data varies differently to Hitwise CI data (there’s no download related keywords, preorder keywords or price related keywords?). If you ran a price comparison website then the data on the left wouldn’t be very actionable for you?
  5. Unfortunately the homepage is often the most underused pageQuick Exercise:Look in your analytics at the top performing productsLook at the top things people search for internallyResearch the keywords around these productsFor example you notice that you sell a lot of digital SLR cameras, you do your research & see the term “digital slr camera” & “digital slr cameras” are the top traffic permutations of digital cameras. You can now bring this content forward & link via the homepage using the anchor text.
  6. Tactical content is the art of using existing content that you have in your database & segmenting it towards a tighter or more targeted keyword focus.Lets use the example above, you have a generic real estate site that lists everything at once when you search. Land, Apartments, Rentals etc. It’s easy to segment this data & create static pages for each group of terms. Have a static landing page that just shows apartments, one that shows land, one that shows rentals. You can then take the tactical content even further by generating location specific & state specific permutations.
  7. Once you identify any tactical content area’s it’s pretty easy to bring this content forward & promote it. Homehound is a great example of this break things right down to a granular level. If you don’t have content around a specific term then how do you expect to rank for it?
  8. Internal linking & navigation is key to good rankings. The Adobe reader example is a great example of the power of anchor text.