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WageIndicator SEO, December 10, 2008Irene van Beveren

Today:0. Why SEO is important1. Keyword Strategies2. Title Tags3. Internal Links4. Duplicate Content5. SEO Tools

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1. Why SEO is importantTraffic and Conversion Paywizard Oct 06 - Nov 08

visits page-views

pv/visit start survey

timeout submit submit/start

submit/visit

Worklifewizard Oct-06 4,431 12,371 2.79 n/a n/a n/a n/a n/aNov-06 8,032 27,889 3.47 n/a n/a n/a n/a n/aDec-06 4,553 11,594 2.55 n/a n/a n/a n/a n/aJan-07 5,427 13,461 2.48 406 164 242 59.61% 4.46%Feb-07 4,967 11,766 2.37 362 162 200 55.25% 4.03%Mar-07 10,417 18,003 1.73 380 167 213 56.05% 2.04%Apr-07 7,783 14,435 1.85 306 130 176 57.52% 2.26%May-07 6,433 13,322 2.07 220 114 106 48.18% 1.65%Jun-07 5,047 10,201 2.02 174 86 88 50.57% 1.74%

Wlifewizard + Paywizard Jul-07 2,109 11,022 5.23 400 282 118 29.50% 5.60%Aug-07 3,609 18,707 5.18 689 488 201 29.17% 5.57%Sep-07 4,060 13,272 3.27 261 178 83 31.80% 2.04%Oct-07 4,936 15,452 3.13 208 123 85 40.87% 1.72%

Paywizard + Redirect WLW Nov-07 5,162 11,474 2.22 496 455 41 8.27% 0.79%Dec-07 4,280 9,179 2.14 363 329 34 9.37% 0.79%Jan-08 7,118 14,825 2.08 173 114 59 34.10% 0.83%Feb-08 10,590 24,387 2.30 187 126 61 32.62% 0.58%Mar-08 10,983 23,325 2.12 309 126 57 18.45% 0.52%Apr-08 9,844 20,183 2.05 932 874 58 6.22% 0.59%May-08 9,280 19,727 2.13 1828 1681 147 8.04% 1.58%Jun-08 7,801 16,433 2.11 407 276 131 32.19% 1.68%Jul-08 10,310 20,893 2.03 345 277 118 34.20% 1.14%

Aug-08 9,546 19,055 2.00 339 225 114 33.63% 1.19%Sep-08 10,290 21,428 2.08 484 308 176 36.36% 1.71%Oct-08 12,253 26,197 2.14 771 529 242 31.39% 1.98%Nov-08 11,225 24,277 2.16 764 528 236 30.89% 2.10%

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SEO key factors

• What is Search Engine Optimization?

The practice of designing web pages so that they rank as high as possible in search results from search engines like Google and Yahoo.

• Key elements of SEO approach Wageindicator– 1. Keyword Analysis through Google Trends– 2. Change title tags based on your Keyword Analysis– 3. Change the Internal Link structure– 4. Avoid Duplicate Content– Create fresh, relevant SEO content based on User Search Behavior and link

back to the relevant topic page– Build internal link structure / external link strategy based on Keyword Analysis– Improve Conversion

* today

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1: Keyword Analysis

www.google.com/trends - wage, salary or income?

Keyword Research• Invest in researching and defining your target keywords and phrases• Look for high "search volume" keywords• Make sure you know your top 50 keywords by Google search volume and optimize accordingly

Tools• Google Keyword Tool• Google Trends• (Word Tracker)• (Trellian)

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Example: keywords generating traffic 2008 ytd

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2: Change Title tags and Description for all your new and existing pages based on your keyword analysis

Title tagDescription Tag

Title tags• What is a title tag and what is a description tag?• Where can you edit these elements in Plone? (see next slide)• How do they show up in Google?Query: “site:www.loonwijzer.nl + keyword(s)” in GoogleExample Wageindicator• Include your main keywords within the first 60 characters of the Title tag, repeat them in the first line of your description tag• Use Caps for your keywords, to drive Click throughs

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Example: where to edit title tags and description tags in Plone

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Tip: Optimize title tags but don’t change the url’s, since they will lead to “dead links” in google

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3: Build internal link structure based on your high potential keywords and create topic pages for your top keywords

• For Paywizard.org 20+ topic pages have been created, eg:Minimum wageIncome taxVIP salariesCareer tipsEtc.• Every new content piece is linked to the related topic pages. In this way, the topic pages become the “high authority” pages within the site structure: every page is pointing to it.• Example: backlinks from the Salary News Selection

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4: Avoid Duplicate Content

• Avoid Content that is very similar or duplicate of existing content on the site, or on one of the sister sites within Wageindicator!• We risk to be penalized by Google, for dozens of similar pages in the index• We should avoid putting the same content across multiple URL's. Your content might be filtered out as duplicate.• Especially duplicate title tags will lead to lower ranking and limit the number of pages in the index.

Example: 13 results for the same review on variety.com

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5: SEO tools

• What Search Engine Spiders Seehttp://www.webconfs.com/search-engine-spider-simulator.php• FireFox SEO plug inhttp://tools.seobook.com/firefox/seo-for-firefox.html• Duplicate Content Toolshttp://www.duplicatecontent.net/http://www.dupecop.com/duplicate-content-checker.php• General SEO siteshttp://www.seomoz.orghttp://www.seochat.com

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Questions and Comments?

Thanks!