SEO Diagnostics for the Skilled Search Mechanic SES Chicago 2012

Transcript

1. Chicago | November 12–16 Mission: SEO Diagnostics for the skilled Search Mechanic Grant Simmons The Search Agency Director, SEO & Social Product
2. Chicago | November 12–16, 2012 | #SESCHI Grant Simmons • The Search Agency @simmonet Search Agent, Father, Sailor But not necessarily in that order when there’s a fair wind • Agent “Algo”
3. Chicago | November 12–16, 2012 | #SESCHI Our Mission (should we decide to accept it) Provide answers to key problems that will singularly improve a site's performance using the right diagnostic steps and tools. @simmonet
4. Chicago | November 12–16, 2012 | #SESCHI Tools: Google SERP • Everyone has it • Familiar • Free • Lots of data points • No analytics access needed • From the horse’s mouth • Who’s going to argue with Google? @simmonet
5. Chicago | November 12–16, 2012 | #SESCHI Google SERP Sleuth – Pre-Briefing • Major issues • Site structure • Internal linking • Core optimization • Content issues • Social • Other cool stuff @simmonet
6. Chicago | November 12–16, 2012 | #SESCHI Let’s Go!
7. Chicago | November 12–16, 2012 | #SESCHI Brand • Suggest @simmonet a brand!
8. Chicago | November 12–16, 2012 | #SESCHI Brand Do they show up? • Suggest • # Results • Intent • Paid Ads • Title / Snippet
9. Chicago | November 12–16, 2012 | #SESCHI Instant Preview Do they show up? • Suggest • # Results • Intent • Title / (Rich) Snippets • Paid Ads • Preview
10. Chicago | November 12–16, 2012 | #SESCHI Brand • # Results • Intent • Paid Ads • Title / (Rich) Snippets • Instant Preview • Share of SERP • Universal • Subdomains • Sitelinks @simmonet Do they show up? • Suggest
11. Chicago | November 12–16, 2012 | #SESCHI The Click Through • How long to load? • Do I know what they do? • Do I know what to do? • Trust • Layout • Content • Navigation • Text / Internal links
12. Chicago | November 12–16, 2012 | #SESCHI A Primary Keyword Do they show up? • Suggest @simmonet opportunity
13. Chicago | November 12–16, 2012 | #SESCHI Do they show up? • Suggest A Primary Keyword • Intent • Title / (Rich) Snippets • Universal • Local • Competition • # Results • Paid Ads ? ?
14. Chicago | November 12–16, 2012 | #SESCHI Do they show up? • Suggest • Intent • Title / (Rich) Snippets • Universal • Local • Competition • # Results • Paid Ads • Shopping • Related Primary Keyword opportunity
15. Chicago | November 12–16, 2012 | #SESCHI Site: they sho … is an SEOs best friend
16. Chicago | November 12–16, 2012 | #SESCHI Site: Assume they show up • # Results • Order • Subdomains why? what? how?
17. Chicago | November 12–16, 2012 | #SESCHI Site: • Subdomains • URLs • Patterns @simmonet Assume they show up • # Results • Order ouch! oops!
18. Chicago | November 12–16, 2012 | #SESCHI Site: Assume they show up • # Results • Order • Subdomains • URLs • Patterns • Last page @simmonet similar? Photo credit: creative commons
19. Chicago | November 12–16, 2012 | #SESCHI Site:www Rinse & Repeat • # Results • Order • Patterns • Anything look strange? #
20. Chicago | November 12–16, 2012 | #SESCHI Exact Match Content Simple • Quoted content • Opportunity to differentiate feed from onsite content Unique?
21. Chicago | November 12–16, 2012 | #SESCHI Ancillary Missions • XML Sitemap • Robots.txt • HTML Sitemap
22. Chicago | November 12–16, 2012 | #SESCHI Advanced Search google.com/advanced_search • Terms appearing where • Last update date • Reading level • New top filter layout allintitle: allinurl: allintext:
23. Chicago | November 12–16, 2012 | #SESCHI Google SERP Diagnostics Step-by-Step • Brand • Click-through • Primary Keyword • Site: / Site:www • Ancillary searches • Advanced searches @simmonet
24. Chicago | November 12–16, 2012 | #SESCHI Thank you Grant Simmons grant@thesearchagency.com @simmonet linkedin.com/in/simmonet www.thesearchagency.com www.thesearchagents.com www.hseo.com @simmonet
25. Chicago | November 12–16 SERP Sleuth Mission: SEO Diagnostics for the skilled Search Mechanic Grant Simmons The Search Agency Director, SEO & Social Product
26. Chicago | November 12–16 SERP Sleuth Mission: SEO Diagnostics for the skilled Search Mechanic Grant Simmons The Search Agency Director, SEO & Social Product
27. Chicago | November 12–16, 2012 | #SESCHI One Stealth Tool SEM Rush • Keywords • Traffic • Links • Rankings • Competition • Winners & Losers @simmonet
28. Chicago | November 12–16, 2012 | #SESCHI Sitelinks > Internal Linking @simmonet
29. Chicago | November 12–16, 2012 | #SESCHI Brand Social Do they show up? • Authorship • Frequency (age) • Social optimization • Content / Links @simmonet
30. Chicago | November 12–16, 2012 | #SESCHI Brand Negative Do they show up? • Usual suspects • How bad? Brand + ripoff Brand + reviews @simmonet
31. Chicago | November 12–16, 2012 | #SESCHI Brand Media Do they show up? • Video • Images @simmonet