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best kept secrets for search marketing success

Best-Kept Secrets for Search Marketing Success

Stephan Spencer,

Founder & President, Netconcepts

advanced seo part art part science
Advanced SEO: Part Art, Part Science
  • Stay tuned for the tools and tactics that most search agencies won’t reveal…
  • These tools and tactics will be broken into three major categories
    • Technical Optimization
    • Content Optimization
    • Link Building
grouped google results
Grouped Google Results
  • Science:
    • Finding the true position of an indented result by appending &num=9 to the URL of the Google SERP, then &num=8 etc.
    • http://searchengineland.com/070705-123736.php
  • Art:
    • Knocking out your competitor’s indented second listing
slide8

SEO the title of #12 to bump it up to page 1 – it will be grouped to #2. Then link to #11 and bump it up to page 1 to knock #4 to page 2

indexation
Indexation
  • Science:
    • Essential tools: Yahoo Site Explorer, Netconcepts URL Checker, Netconcepts Product Page Checker (www.netconcepts.com/productcheck)
    • Set Google preferences to “English Only” to get a more realistic number, minus pages not crawled
    • XML Sitemaps generators
  • Art:
    • Figuring out the main indexation threshold for your level of PageRank/authority
flowing pagerank
Flowing PageRank
  • Science:
    • Using rel=nofollow on low-value internal links
    • SEOChat PageRank Search tool
    • SEOChat PageRank Lookup tool
    • SEO for Firefox tool
  • Art:
    • Knowing which of your pages to nofollow
    • Iterative testing
301 redirects
301 Redirects
  • Science:
    • When moving sites
    • For canonicalization
    • “Conditional” redirects?
  • Art:
    • When to use 301 and when to use 404 or 302
cloaking
Cloaking
  • Science:
    • Viewed cloaked content with Google Translate and translate it from English to English
      • http://translate.google.com/translate?hl=en&sl=en&u=URLGOESHERE&sa=X&oi=translate&resnum=9&ct=result
  • Art:
    • Good cloaking vs bad cloaking
      • For bots only, drop tracking tags and other superfluous parameters from the URLs of your links
      • Use “user agent” detection and don’t “noarchive” the pages to obscure what you’re doing
      • http://searchengineland.com/070301-065358.php
supplemental index
Supplemental Index
  • Science:
    • Figuring out which pages are and are not in “Supplemental hell”
      • http://www.mapelli.info/tools/supplemental-index-ratio-calculator/
      • site:www.xyz.com -allinurl:www.xyz.com
    • Popping pages out of supplemental with robots.txt disallow, rel=nofollow, internal linking, link building
duplicate content
Duplicate Content
  • Science:
    • Scanning for duplicate content
    • Blocking duplicate content without blackholing the PageRank (i.e. disallowing with rel=nofollow)
    • If using tracking parameters in URLs, use 301 redirects or JavaScript
    • http://www.practicalecommerce.com/articles/444/SEO-The-Duplicate-Content-Penalty/
  • Art:
    • Augment and/or revise duplicate content with APIs, unique titles/metadata,
slide18
CSS
  • Science:
    • Reordering content above navigation
    • Image replacement technique
    • Progressive enhancement for Flash & AJAX
    • http://www.practicalecommerce.com/articles/251/SEO-Harness-the-Power-of-CSS/
  • Art:
    • Design worthy of CSS Zen Garden
keyword research
Keyword Research
  • Science:
    • Mastering tools such as KeywordDiscovery, Google Suggest, Spyfu,WordTracker, Google Trends, Googspy, SEOSleuth, Yahoosearchranking.com
  • Art:
    • Working in misspellings without looking stupid
    • Thinking like a thesaurus - finding related words that machines can’t
keyword density prominence
Keyword Density/Prominence
  • Science:
    • Ranks.nl
  • Art:
    • Increasing keyword density and prominence in a way that looks natural to the engines and reads well
thin slicing
“Thin Slicing”
  • Science:
    • Mass edit admin
    • Mechanical Turk
  • Art:
    • Separating the wheat from the chaff
reverse engineer competitors
Reverse Engineer Competitors
  • Science:
    • Yahoo Site Explorer
    • link: on Google & on Google Blog Search
    • Backlink Analyzer or Neat-o tool
  • Art:
    • Negotiating links from the same sites
    • Outing competitors’ dodgy link schemes
high value link targets
High-Value Link Targets
  • Science:
    • Build spiders to find sites with super high PageRank, 1 click away from Google, .edu or .gov, high Alexa ranked
    • Avoiding situations that erode the value (e.g. reciprocal, in footer, site-wide, adjacent to paid links, too many links on page)
    • Use tools like SEOMoz Page Strength tool, SEO for Firefox, SEO-Links Firefox extension
  • Art:
    • Identifying sites with a propensity to give link love (e.g. acknowledging patrons/sponsors)
    • Crafting approaches & incentives
    • Buy them
mining your own links
Mining Your Own Links
  • Science:
    • Locating inbound links with poor anchor text with BLA or Neat-o
  • Art:
    • Negotiating with these linkers to change the anchor text. Pull some favors with friends who link to you. It helps to be a blogger when reaching out to other bloggers.
wikipedia
Wikipedia
  • Science:
    • Wikiscanner
    • Article monitoring (e.g. trackengine, changenotes, urlywarning, changedetect, watch function)
    • Building up a long & virtuous contribution history
    • Flowing pagerank internally with Disambiguation pages, Redirects, Categories
  • Art:
    • Negotiating with an article’s “owner”
    • Making friends who will back you up in AfDs
    • Earning Barnstar awards & adminship status
slide33
Digg
  • Science:
    • Stripping away all commercial links during the initial Digg swarm
    • Friending popular Diggers
    • Timing your presence on the Digg front page for daylight hours
  • Art:
    • Crafting a killer title
    • Getting a powerful Digger to submit your story
youtube
YouTube
  • Science:
    • Proper formatting
    • Tagging
    • Title and description
    • Channels
  • Art:
    • Entertainment value
    • Finding that viral hook
myspace
MySpace
  • Science:
    • Configuration of your profile and page (e.g. profile type)
    • Establishing critical mass with #s of Friends by targeting bands
  • Art:
    • Getting your brand in the URL
    • Creating a viral MySpace avatar, comment graphic, layout etc.
    • Having a profile layout that differentiates you without killing usability
flickr
Flickr
  • Science:
    • Tagging
    • Title and description
    • Albums / photosets
    • Creative Commons licensing
    • Commenting (note: links in comments no longer pass juice)
  • Art:
    • Photo quality
    • Viral hook
blogs
Blogs
  • Science:
    • Knowing which blogs pass PageRank to commenters (e.g. Mark Cuban’s)
    • Decoupling your blog’s title tags from the post titles (e.g. “SEO Title Tag” WordPress plugin)
    • Using “Sticky” posts to improve keyword prominence on your blog
  • Art:
    • Courting bloggers
    • Commenting in ways that add to the conversation so they get approved and stay
more seo tools
More SEO Tools
  • For link analysis and PageRank
    • TouchGraph
    • Live PageRank
    • WebmasterEyes
    • Google Webmaster Central
    • Thumbshots Ranking tool
    • SEOpen
more seo tools39
More SEO Tools
  • Technical optimization
    • User Agent Switcher
    • SwitchProxy
    • Scrutinizer
    • Copyscape
    • Poodle Predictor
    • Xenu Link Sleuth
    • Robot Replay
    • CrazyEgg
    • What’s That Site Running
    • Wayback Machine
more seo tools40
More SEO Tools
  • Other reporting
    • Alexa
    • DigitalPoint Keyword Rankings
    • Urltrends
    • Hitwise ($$)
  • List and links at
    • www.practicalecommerce.com/articles/368/SEO-Toolkit/
    • www.practicalecommerce.com/articles/176/SEO:-Tools-for-Link-Building/
slide41
Q&A!
  • For an ebook on Google power searching, SEO checklists & worksheets, and audio recording, executive summary & transcript of an SEO thought leaders teleconference, email seo@netconcepts.com or give me your business card
  • Any questions come to you later, contact me: stephan@netconcepts.com