seo demystified
TRANSCRIPT
SEO Demystified:Practical Techniques that produce awesome results
Dave Collins, SoftwarePromotions
@TheDaveCollins
@TheDaveCollins
Saying “awesome”
is unimaginative.
Do better you can.
SEO Demystified:Practical Techniques that produce astonishing results
Dave Collins, SoftwarePromotions
@TheDaveCollins
301
algorithm
alt text
analytics
anchor text
astroturfing
authority
back link
bot
bounce rate
bread crumbs
canonical issues
cloak
crawler
doorway
duplicate content
FFA
gateway
Google bomb
Google bowling
Google dance
Google juice
Googlebot
GYM
indexed Pages
inlink
keyword
keyword cannibalization
keyword density
keyword spam
keyword stuffing
landing page
latent semantic indexing
link bait
link building
link condom
link text
LSI
META tags
natural search results
nofollow
noindex
non reciprocal link
organic link
outlink
pagerank
proprietary method
reciprocal link
70%of SEO is
simple
of SEO is
simple
60%
50%of SEO is
simple
SEOs actually deserve this
You can always
trust a Brit.
@TheDaveCollins
SEO: local or international?
Asked for cash from audience…
You just gave
cash to an SEO?
R€ALLY?
SEO is really ______ ____.
@TheDaveCollins
For every person who
knows what they’re talking
about with SEO, there are
_________ who are talking
out of their _____.
@TheDaveCollins
Flashback to MicroConf 2012…
You want relevant visitors.
Google want relevant visitors to find
you.
SEO
What do users want?
HELP!
60 TRILLIONINDIVIDUAL PAGES
What do Google want?
Google’s role
The SEO’s role
Guiding – not manipulating
Brute
force
doesn’t
work
The user’s role
SEOs
Users
The SEO cycle aligns itself only
when SEOs give Google
what the user is looking for.
@TheDaveCollins
WE DID THIS:
“Looking for a software marketing company?
SoftwarePromotions are the software marketing company that
can produce results. No other software marketing company know
software marketing like SoftwarePromotions know software
marketing.
If you value your software marketing, and you should value your
software marketing, then have SoftwarePromotions handle
software marketing, and see what makes us the software
marketing experts.
Software Promotions: the software marketing company who know
software marketing.”
Why fear a slap?
That’s what a slap really feels like
So an SEO walks into a bar, pub,
public house, Irish bar, drinking
establishment, restaurant serving
alcohol, beer, whiskey, wine, liquor,
Irish whiskey, sex, naked women,
twerking, free sex
@TheDaveCollins
Not (ever) like this!
Panda, Penguin & friends
Q: How do Google decide who to hit
hardest with Penguin updates?
A: Flip a coin
Q: How do Google decide who to hit
hardest with Penguin updates?
A: Flipper coin
$50,200,000,000
(2012 revenue)
Organic listings may have become
a platform for ad delivery.
But this doesn’t detract
from their value.
@TheDaveCollins
Realism
#1 search engine:
#1 browser:
#1 mobile OS:
#1 ad display network:
#1 web analysis tool:
If the odds of defeating your foe
are insurmountable, it may be
time to try a different approach.
@TheDaveCollins
As if that wasn’t enough…
(not provided)
(not provided)
(not provided)
How do I
deal with
(not provided)?
1: Google Webmaster Tools
2: Google Analytics
3: Keyword rank tracking
4: Keyword research
At this point it begins to get bad
“Google’s results are not the end
of the process. They’re part of
the algorithm.”
@TheDaveCollins
And now there’s Hummingbird
“So what lies ahead, Dave?”
Pain
Less accuracy, more extrapolation
It’s all (mostly) about keywords
85
The keyword research process
1. Brainstorm (pen & paper)
2. Analytics *
3. Competition
4. Keyword planner
5. Identify primary keyword
6. Identify supporting keywords
7. Analytics (existing)
8. Analysis
9. Decision: optimise or create
10. Link in.
Places to See in Prague
Prague is filled with beauty and can be enjoyed and explored for days, months, or a lifetime.
Prague weather is sometimes unpredictable, but the city has its charm at any time of the
year. The average visitor will only have a few days to discover Prague's many faces, so let's
not get carried away...
We recommend spending at least three days in Prague. This amount of time will allow you to
get to know Prague's main sights and historical areas without feeling rushed. If you've never
been to Prague, you shouldn't miss the Prague Castle and Charles Bridge, which can both be
easily covered in a day. If you have more than three days available, you can explore Prague in
more detail. There are always things to do and places to go and it is a pleasure to just stroll
the streets of Lesser Town, Old Town and Hradcany. You can get outside of the historical
center and see more of the New Town. A lunch or dinner out in the pleasant residential area
of Vinohrady will let you experience the less touristy side of Prague.
Prague is a great walking city and we recommend that you bring comfortable shoes and hit
the cobblestones. Three days are a good minimum to enjoy Prague's sights and magical
atmosphere. Additional time will allow you to head out of Prague and visit some of the other
wonderful places in the Czech Republic.
Looking for more active things to do in Prague? The main sightseeing areas of Prague are
separated by the Vltava River. On the left bank there is the Prague Castle area and Lesser
Town. The right bank is home to the Old Town, the Jewish Quarter, and the New Town.
Spanning the Vltava River and connecting the Old Town and Lesser Town is the beautiful
Charles Bridge.
Places to See in Prague
Prague is filled with beauty and can be enjoyed and explored for days, months, or a lifetime.
Prague weather is sometimes unpredictable, but the city has its charm at any time of the
year. The average visitor will only have a few days to discover Prague's many faces, so let's
not get carried away...
We recommend spending at least three days in Prague. This amount of time will allow you to
get to know Prague's main sights and historical areas without feeling rushed. If you've never
been to Prague, you shouldn't miss the Prague Castle and Charles Bridge, which can both be
easily covered in a day. If you have more than three days available, you can explore Prague in
more detail. There are always things to do and places to go and it is a pleasure to just stroll
the streets of Lesser Town, Old Town and Hradcany. You can get outside of the historical
center and see more of the New Town. A lunch or dinner out in the pleasant residential area
of Vinohrady will let you experience the less touristy side of Prague.
Prague is a great walking city and we recommend that you bring comfortable shoes and hit
the cobblestones. Three days are a good minimum to enjoy Prague's sights and magical
atmosphere. Additional time will allow you to head out of Prague and visit some of the other
wonderful places in the Czech Republic.
Looking for more active things to do in Prague? The main sightseeing areas of Prague are
separated by the Vltava River. On the left bank there is the Prague Castle area and Lesser
Town. The right bank is home to the Old Town, the Jewish Quarter, and the New Town.
Spanning the Vltava River and connecting the Old Town and Lesser Town is the beautiful
Charles Bridge.
Places to See in Prague
Prague sightseeing is a great idea as Prague is filled with beauty and can be enjoyed and
explored for days, months, or a lifetime. Prague weather is sometimes unpredictable, but the
city of Prague has its charm at any time of the year. The average visitor will only have a few
days to discover Prague's many faces, so let's not get carried away...
We recommend spending at least three days in Prague for Prague sightseeing. This amount
of time will allow you to get to know Prague's main sights and historical areas without feeling
rushed. If you've never been to Prague, you shouldn't miss the Prague Castle and Charles
Bridge, two Prague sightseeing options which can both be easily covered in a day. If you have
more than three days available, you can do Prague sightseeing in more detail. There are
always things to do and places to go and it is a pleasure to just stroll the streets of Lesser
Town, Old Town and Hradcany. You can get outside of the historical center and see more of
the New Town of Prague. A lunch or dinner out in the pleasant residential area of Vinohrady
will let you experience the less touristy side of Prague.
Prague is a great walking city and we recommend that you bring comfortable shoes and hit
the cobblestones. Three days are a good minimum to enjoy Prague's sights and magical
atmosphere. Additional time will allow you to head out of Prague and visit some of the other
wonderful places in the Czech Republic.
Looking for more active things to do in Prague? The main sightseeing areas of Prague are
separated by the Vltava River. On the left bank there is the Prague Castle area and Lesser
Town. The right bank is home to the Old Town, the Jewish Quarter, and the New Town.
It’s also all about content
It’s also about
reputation & authority
The big secret:
How to get good rankings.
112
Google Webmaster Tools
Familiar?
Keyword tools
Power tools
Watch your competition
Open Site Explorer
@TheDaveCollins
SEO just works…
@TheDaveCollins
SEO is almost
awesome...
SEO is really really easy.
@TheDaveCollins
For every person who
knows what they’re talking
about with SEO, there are
thousands who are talking
out of their zone of knowledge.
@TheDaveCollins
