SEO in 2012 And Beyond.

Transcription

1 SEO in 2012 And Beyond.

2

3 Copyright (C) 2011, Dejan SEO

4 Copyright (C) 2011, Dejan SEO

5 <title>dejan SEO</title> Copyright (C) 2011, Dejan SEO

6

7

8 OFF-SITE FACTORS Link Graph & Social Interactions

9 OFF-SITE FACTORS Inbound Links = Votes University Mum You You Copyright (C) 2011, Dejan SEO

10 OFF-SITE FACTORS Who You Link To & Link Context Mum University You Partner Copyright (C) 2011, Dejan SEO

11 OFF-SITE FACTORS Link Text (Anchor Text & Click Here ) You are about... Ah... Towing Linker Towing You Copyright (C) 2011, Dejan SEO

12 OFF-SITE FACTORS Rel= Nofollow = No link juice! No follow? No trust! No vote. Linker rel= nofollow You Copyright (C) 2011, Dejan SEO

13 OFF-SITE FACTORS Number of Outgoing Links They (1) Strength (3) Strength (3) They (1) You (3) You (1) Copyright (C) 2011, Dejan SEO

14 Copyright (C) 2011, Dejan SEO Adobe ranks #1 for click here

15

16

17 What s new and significant. Recent Changes (Note to self: Talk very fast!)

18 This is the path we re headed down: A single unified, beautiful product across everything. If you don t get that, then you should probably work somewhere else.

19 Link Graph

20 Social Graph

21 Knowledge Graph

22

23 Got 10,000 likes on Facebook And 50,000 followers on Twitter? That s nice. But...

24

25 Enhanced Search Quality Over-Optimisation, Networks, Penguin, Panda & UX

26

27 Personalisation & AuthorRank

28

29

30

31

32

33 Copyright (C) 2011, Dejan SEO

34 Re-Define: Product Product Image (ALT TAG) Product Title Generic product description supplied by manufacturer which describes product only vaguely and provides no additional information and value to other sites selling the same product. $ Shipping ADD TO CART Copyright (C) 2011, Dejan SEO

35 Product Image (ALT TAG) + Gallery ADD TO CART Price Trends Copyright (C) 2011, Dejan SEO

36

37

38 Do & Do not.

39

40 Panda 1.0 Panda 1.1 Panda 1.2 Copyright (C) 2011, Dejan SEO

41 Copyright (C) 2011, Dejan SEO

42 PAGINATION Copyright (C) 2011, Dejan SEO

43 Copyright (C) 2011, Dejan SEO

44

45 Duplicate Content: Canonicalisation Pagination URL Parameters Browsable Tags Browsable Search Results Full Posts in Categories (no excerpts)

46

47

48 Strategy & Decision Making Phrase Potential Calculation

49 Strategy: Phrase Research Define best keywords by search volume utilising Google Keyword Tools, Webmaster Tools and Analytics. Refine results using Dejan SEO phrase potential calculator to produce ROI-based phrase shortlist ready for campaign.

50 Google Webmaster Tools Copyright (C) 2011, Dejan SEO

51 Google Webmaster Tools Dejan Methodology Copyright (C) 2011, Dejan SEO

52 Research Stage Phrase Targeting Methodology Google Webmaster Tools / Analytics Ranking Phrases Google Keyword Tool Non-Ranking Phrases

53 Research Stage Phrase Targeting Methodology Google Webmaster Tools / Analytics Ranking Phrases Impression s CTR Position Clicks

54 Research Stage Phrase Targeting Methodology: Sort By Potential CR % GV $

55 Research Stage Phrase Targeting Methodology: Sort By Potential Google Keyword Tool Data Non-Ranking Phrases

56 Technical SEO Examples On-Site Technical Off-Site URL to Phrase Matching Define Linkable Assets Navigation & Canonicalisation Relationship Assessment Content Analysis Broken Link Analysis GWT Setup & Configuration Consolidation Potential

57 Set Up Google+ Page Engage, share, grow followers, get + ed Get your content + ed Authorship Signals Setup and verify all your authors Embed it in CMS On-Site Canonicalise. Trim. Rich snippets. Links Risk assessment. Cleanup.

58 Index Bloat Thin, automated, repetitive content pages Indexable search results and tags SEO keyword pages Over-Optimise Anchor Text On-Page Link Schemes Automated Blog Networks Spam Mass-Scale Clever Tactics Poor UX Navigation, Design & Layout

59 Questions or Bonus Goodies? Google+: dejanseo.com.au/+

60

61 Technical Wizardry for large-scale architecture challenges

62

63

64

65 Seed List of URLs Outgoing Links to Crawl Depth Level Crawl Type Max Number URLs to Crawl Max Pages Per Domain File Types to Crawl + Analysis

66 Large-Scale Visualisation Architecture Modelling PageRank Projection Internal / External Link Flow Advanced Statistics Hub / Authority Discovery + Export

67

68 Ten Awesome Tools 1. bubbl.us BONUS: 2. gephi.org 3. 80legs.com 4. graphviz.org 5. cytoscape.org 6. writemaps.com 7. smartdraw.com 8. astuteo.com/slickmap 9. nullpointer.co.uk/-/webtracer2.htm 10. home.snafu.de/tilman/xenulink.html 1. gomockingbird.com 2. pidoco.com/en 3. gliffy.com 4. diagram.ly 5. lovelycharts.com

69 Research Stage Backlink Profile Assessment Negative Impact Filtered Positive Impact

70

71 Research Stage Define Linkworthy Assets Linkworthy Assets Linkworthy Assets Linkworthy Assets Positive Impact

72 Research Stage Multiply Linkworthy Assets Linkworthy Assets Linkworthy Assets x2 Or maybe 3 Linkworthy Assets

73 Penguin Food

74

75 Research Stage Defining Top Liabilities Delete Correct Move Negative Impact

76 Competitive Link Analysis Total Backlinks (15) Shared (8) Competitor Backlinks Unique Backlinks (7)

77 Research Stage Qualitative Link Analysis Unique Backlinks (7) mr/mt/acrank/pr

78 Research Stage Competitive Analysis: Likelihood Assessment Link Value Likelihood Target Score

79 And Finally...Ten Awesome Tools ahrefs.com ontolo.com blekko.com linkdex.com raventools.com buzzstream.com majesticseo.com opensiteexplorer.org linkresearchtools.com wordtracker.com/linkbuilder

80 Thank you. Google+: dejanseo.com.au/+