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The Danger of Duplication in SEO
Whilst there’s nothing to suggest that you will receive any kind of major drop in rankings as a result of using duplicate content or code, you certainly shouldn’t expect too many favours either. For many, duplicating content that you’ve created for other pages of a site or seen elsewhere is the easy choice.
What could be [...]
SMX West 2010 - Man on the Street Interviews
Posted by jennita
Note: This post will make you smile, possibly even laugh. It won’t however teach you much about SEO. You’ve been warned.
Last week I attended SMX West in Santa Clara, California and took a couple flip video cameras along. I thought it would be fun to do "man on the street" interviews, somewhat along the lines of Jay Leno’s "Jaywalking" episodes on The Tonight Show. Another great idea I had was to employ the help of Dana Lookadoo from Yo! Yo! SEO to help with the interviews. Little did I know she’d be so great at it (ok, I lie. I knew she’d do much better than I would!). She did so well in fact that our video editor, none other than my (awesome) husband Rudy Lopez, mainly only used Dana’s interviews. A rockstar in the making!
Rather than keeping you from this awesome video any further… I present to you: SEOmoz "Man on Street" - A Who’s Who in Search Marketing.
Thanks to all our great participants!
I also had great intentions of getting several Whiteboard Friday’s with some of the speakers. Unfortunately I ended up just toting a mini whiteboard around with me all week instead. I’m sure I looked like quite the winner with my whiteboard in hand. I wonder if people think all mozzers are required to carry a whiteboard around just in case they get the urge to record a Whiteboard Friday. heh.
Thanks for watching along! I hope you had as much fun watching, as we had putting it together. Again a HUGE thanks to Dana Lookadoo and Rudy Lopez for all their help.
Optimizing Search Conferences: How Differing Incentives Create Audience vs. Organizer Issues
Posted by randfish
WARNING: Get ready to read with this one. There aren’t a ton of fun graphics or quick bullet points, but I do promise that if you read through, you’ll feel much more knowledgeable about the topic, and likely get more value from organizing, speaking or attending an event.
Over the past 6 years, I’ve attended nearly 100 conferences on search, online marketing, startups and technology. I’ve given presentations or sat on panels at nearly all of them. I’ve organized our own SEOmoz seminars here in Seattle and in London, built panels for a variety of other conference series and sat in the audience for many hundreds of sessions. Oddly, in the past 3 months, I’ve had more discussions about the conference format and the optimization of the experience than I can ever recall in previous years.
I don’t know whether it’s me thinking about the problem more or just stumbling into conversations that center around conference strategy and business models, but like Twitter and conversion rate optimization, it’s been finding its way into the nooks and crannies of every lunch, dinner, casual coffee or post-session beer.
Wow… Even Google Trends says this is a hot topic.
I consider the organizers of conferences like SMX, SES, Pubcon & many overseas events (RIMC, SMX Sydney, the SMX/SES shows in the UK & Europe, etc.) to be both good friends and good people. This blog post is in no way meant to denigrate or cast aspersions at their intents or achievements (which have been remarkable - SEO itself has gained tremendous legitimacy because of their efforts). Quite the opposite - it’s meant to highlight some of the reasons why things we, as conference goers and speakers, complain about continue and why it’s hard to change the status quo. I’m also going to try putting forward some ideas at the end of the post that I have seen work well and would love to see more of (or more experimentation with) in the future.
Competing Incentives
On one side, we have conference & event organizers. They have businesses to maintain, revenue and profits to grow and pressures from owners/investors/boards to meet certain goals. They have to please advertisers.
On the other, we have attendees (and, to a lesser extent, speakers) who want to learn, have an enjoyable experience and get personal and professional value from the event(s). Most attendees are not paying themselves - this is a business expense they need to justify and hence, managers and C-level types hold the pursestrings.
In the subsections below, I’ll try to walk through the competing incentives and goals of these two parties and why they make the conference experience so tough to perfect.
Venues, Locations & Timing
This is one of the easiest dichotomies to describe. In one corner, we have the organizers, who are optimizing on cost. In the other, we’ve got attendees, who want the best experience (particularly if they’re traveling). Not surprisingly, every organizer wants to hold their event at the best possible time in the most optimal location. That means, at least here in the US, winter events in warm weather climates like southern California, Las Vegas, Florida and Hawaii, summer events in mild climates like the Pacific Northwest or the Bay Area and events in extreme climates like the Northeast and Midwest in Fall/Spring.
Economics dictates that supply for these optimal locations at optimal times will be low because demand is high. This also means that prices will rise accordingly. Organizers know it’s hard to pass those costs on to attendees. Once a conference’s price has been set for a few years, fluctuating dramatically is challenging.
What many may not realize is some of the additional, behind-the-scenes inputs. For example, conference venues like to book 12-18 months in advance (sometimes more for very large/expensive/high demand events/locations). They require down payments and guarantees, since re-booking a space if an event cancels 3 or even 6 months ahead often proves impossible. In addition, advertisers, speakers, exhibitors and conference goers themselves get accustomed to certain events at certain times in specific places. Changing an established event always carries risk.
Next time you wonder why SES has a show in Chicago in December and New York in March or why RIMC hits Reykjavik in winter, remember that costs, momentum and contracts make those very hard things to change. If we were all willing to fly to Anchorage in January, you can bet the costs would be rock bottom.
Attendance Level
This one isn’t quite as clear cut. For some attendees, an intimate, small show experience is ideal. You get one-on-one time with the speakers, more opportunity for Q+A, a less stressful environment and, typically, easier times with everything from getting good food to booking hotels to scheduling meetings with other conference-goers/speakers. However…
The incentives are frequently the reverse for both speakers (who want large crowds so they can justify the travel expense and preparation time) and for organizers (who have a tough time charging enough to a small group to make up for what a larger base could bring). Organizers also want to signal that their event is "a big deal" and high attendance numbers is one of the best ways to do this.
So why not go for huge venues and trim the costs down to minimal levels I hear you ask? Good question.
The obvious answer is profit margins, but it’s not the whole reason. Advertisers, sponsors, exhibitors and even speakers want to be in front of "qualified" audiences. An audience of web marketers paying $100 to go to a show is hard to pitch as a compelling and potentially lucrative base to these groups. However, if tickets are $1,800 and 5,000 people show up, every speaker and sponsor in the world wants to make their voice heard and presence known to that group. Even the big industry players like Google, Microsoft, Facebook, etc. will be willing to lose their top notch talent for a week to get in front of the audience, mingle with the crowd and network with the best and brightest.
Some attendees are also more excited by large events. They provide greater opportunities to meet a high quantity of peers and help lend credibility to the value and importance of the event. They also tend to draw big name speakers and presenters, which means a perception of greater value from the learning aspects of the conference.
Of course, this is all balanced by the availability and affordability of venues. SMX Advanced happens in Seattle and for each of the past 2 years, it’s been completely sold out. The organizers could go to a larger facility, but Seattle doesn’t have many that support in excess of 2,000 people without dramatically raising the costs (and likely lowering quality). It can also be a positive signal to consistently sell out a show - every SEOmoz seminar we’ve thrown has sold out weeks before the event and this means more early bookings, greater consistency in attendance and revenue and an easier time planning (to be fair, SEOmoz’s seminars are a small fraction of the size - 150-250 attendees - of large conferences like Pubcon, SES, SMX or even OMS).
Speakers
Things get more contentious and thorny around the issue of speakers. Attendees and organizers alike can agree that in a perfect world, only speakers who consistently earn top ratings and attract large followings would present. Sadly, in virtually every industry, these individuals comprise only a handful of players. Google’s Matt Cutts and Avinash Kaushik are likely among them as is Danny Sullivan of Third Door and Seth Godin. However, I’m hard pressed to name many more that would attract paying audiences simply with their presence.
There’s also a large group of phenomenal speakers like Greg Boser, Dave Naylor, Vanessa Fox, Jessica Bowman, Marshall Simmonds and the like who are excellent presenters, incredibly valuable to the audience, and, together with other positive signals, are likely to draw in paying attendees. This is where the trouble starts, though. These individuals didn’t necessarily start out as remarkable presenters. In fact, I’ve personally seen speakers I’d consider "rock stars" today many years back and the same couldn’t always be said of them. It takes a trial-and-error, weeding-out process to determine who’s going to be great, and that means you need to try out new names and faces as an organizer.
Finally, you’ve got groups of new or nearly-new speakers, some of whom may be diamonds in the rough and others who may be complete duds. Organizers have little information to base this on other than their CV, a pitch form and possibly recommendations from previous events. Tragically, even great online writers/bloggers/personalities sometimes turn out to be less-than-amazing when placed in front of hot lights, a restless audience and 15 minutes of Powerpoint.
Organizers complain to me all the time about the necessity of finding the new stars, getting those diamonds-in-the-rough enough experience to shine and providing a diversity of speakers. Many technology conferences face the constant problem of gender imbalance and I’m certainly not immune to it. Last year, between Seattle and London events SEOmoz & Distilled had less than 15% women give talks - a shameful number, but one we definitely need to overcome.
Everyone can agree that we need more truly great speakers and fewer mediocre/poor ones. But when you’re trying to discover new talent, mature up-and-coming stars AND bring as many speakers into the event as possible (see the next section), it clashes with the goals of consistently excellent quality speakers and presentations.
Session Formats
This might be the toughest problem of all. More speakers = more attendees. And yes, that often holds true for even new speakers and those of low-middling quality. The reason is that speakers frequently invite clients, partners and colleagues as well as promote the event on their sites, blogs and social media accounts. If you want your event to have thousands of attendees, get 100+ speakers and they’ll (hopefully) help spread the word for you.
The problem is the session formats this creates. In order to maximize numbers of speakers while fixing the event length, you move from solo presentations to panels with increasingly larger number of participants.
Some organizers argue that panels are a good thing and I’d agree in moderation. For something like an "Ask the Search Engines" panel, having a representative from both Bing & Google makes sense. For Q+A sessions in general, 3-4 panelists can help to spark discussion and even get into vigorous and valuable debates (at SMX West last week, my friend Roger Monti and I got into a nice tiff that I think helped keep the audience on its toes - and yes, it was all in good fun and good humor).
However, when it comes to learning about an individual topic in a robust, in-depth fashion, not even conference organizers will argue that having a highly talented panel of 4 or 5 speakers give 10-14 minute slide decks can compare to a single 45-50 minute session with a single great speaker who can go both broad and deep (and then take questions). The highest rated panels (from my understanding and from direct experience with the ones I’ve seen) are always those where a remarkable presenter has the full time to dig into their subject matter. Three weeks ago I was at OMS San Diego where Dharmesh Shah spoke on Twitter and Tim Ash presented on Conversion Rate Optimization. The difference between that and a panel approach is night and day - there’s just no comparison.
But, as an organizer, if you optimize towards these highly rated sessions and kill the panels, you lose speakers which costs you reach and buzz and, likely, attendees. Happy attendees might rave about the value of the session in their reviews, but no one has the incentive to fill the seats like a speaker (even a bad one). Solving this issue might be a pipe dream.
Session Topics
What about the topic choices themselves? I hear attendees constantly complain about certain topics going missing while others get too much coverage. Organizers, meanwhile, struggle with how to fit in esoteric, but likely fascinating topics against tried-and-true (and in-demand) popular sessions.
The best thing an organizer can do is to survey their audience ahead of time and plan/prepare from that feedback. But, this is much easier said than done. Organizers don’t necessarily know who’s going to be at a show with enough lead time to arrange speaker schedules and build a topic plan. It’s also very hard to get commitments from a large number of speakers with a shorter deadline and nearly impossible to nail down keynotes and big names without months of advance notice.
When Will Critchlow and I do the planning for the SEOmoz/Distilled seminars, we get to cheat in a lot of ways. First off, we have the email addresses of all the PRO and registered (free) members on SEOmoz, so we can survey to our heart’s content ahead of time (and do). Second, we actually optimize to speakers - since we largely don’t use the panel approach, we pool together a list of the speakers we’ve seen in the last 12 months that have wowed us and then ask them to give performances that speak to their strengths and experiences. Since we only need 10-15 speakers per event, we can personally invite a handful of top-notch folks each time.
Can a larger conference use these tactics? Almost certainly not. Their audiences aren’t nearly as nicely packaged ahead of time, and panels are critical to growing the number of speakers, providing the diversity, giving experience to the "diamonds-in-the-rough," etc. Conferences like Pubcon, SMX, SES and OMS would also almost certainly take a huge amount of heat if they stopped accepting pitches and simply relied on a smaller contingent of consistently excellent speakers. Advertisers, exhibitors and sponsorships would likely drop too (even though they’re technically not at all tied to the editorial programming side of the equation), and these are a massive source of revenue.
Amenities
As an attendee, we probably think that things like reliable wifi, better food and comfortable seating with tables and power outlets in session rooms makes a big difference. The problem is, these don’t tend to correlate with how we actually choose conferences to attend and/or return to. I know organizers who’ve invested hugely in the attendee experience, only to see retention rates drop (despite the fewer numbers of tweeted/blogged complaints). When those dollars are re-invested in marketing the conference, drawing in bigger keynotes, or optimizing other aspects, the numbers get better (even when cardboard sandwiches and grade-school chairs are employed).
We, as conference goers, vote with our wallets, and we apparently don’t care as much about the amenities as we make out to (personal note - please, conference organizers, don’t use this knowledge against us too much; I love comfy chairs, good food and great wifi).
Press Passes & Guest Passes
Speaking of thorny issues - little in the conference world raises as much public ire as this one. For nearly every event it makes good sense to give bloggers and journalists press passes. However, when a big, expensive, popular event is thrown, these can quickly gobble into profit margins with questionable returns.
The problems are myriad - bloggers don’t often deliver the extent or quality of coverage they promise and traditional journalists frequently make no promise of coverage at all (and then write nothing). Feeding and seating them alone can run into the hundreds of dollars per day (trust me, you don’t want to know what a trade venue will charge for a cup of coffee or a bag of Cheetos). And, as savvy organizers know, some (possibly even many or most) bloggers would pay to attend the event if their press pass request was rejected. You don’t want to anger this vocal minority, but you also can’t afford to be taken advantage of.
For sold out events, it gets even harder. Longtime "friends" and traditional receivers of press passes may need to be sacrificed to make room for paying attendees, especially if the event relies on those last 1-200 seats for the majority of the profit margin.
Organizers know they need to be careful to be generous, but discerning, or risk becoming known for "giving free access to anyone who can set up Wordpress." They also want to try to give newcomers to the blogging/coverage scene a chance to make an impact, while being mindful of abuse and sensitive to the dangers of angering influencers. It’s a tough tightrope to walk and one that press pass requesters should be more sensitive to (I’m speaking from personal experience on this one, and know that we certainly owe some apologies for past requests and perceived slights).
Optimizing the Conference Experience
Now that we’re through some of the reasons events are so hard to get right, I’ll try to provide some recommendations for every participant in the process. This is personal opinion, and unlike SEO, it’s not based on thousands of hours of experience, but probably just a few hundred and my own observations. Still, I hope it’s valuable, or, at the least, worth considering.
Advice & Experiments for Organizers
- If possible, try to shave panels down to more reasonable sizes. Both speakers and attendees will appreciate it, and those nasty timing issues that can wreck schedules and hurt moderators will get better, too.
- Great networking events should be built into more conferences. Many attendees say that the most value they get is from the networking outside the sessions (which, to my mind means the sessions need help, but that’s another matter).
- This also speaks to the value of providing great areas to network during the event. Quiet areas with couches, tables, drinks and wifi can make for very happy conference goers (note: for some reason, putting these in/around the trade booths never seems to work very while, though perhaps I just haven’t seen an optimal configuration).
- Select speakers more carefully. Yes, it’s hard work, but it’s worthwhile. And consider optimizing topics to speakers rather than the other way around - if you know that a particular individual can give an amazing experience to attendees, block off 45 minutes, email and offer to pick up a flight and/or hotel. I’ve been consistently shocked by who will say yes (and then feel so guilty/thankful about having their expenses covered that they’ll put in twice the effort preparing and promoting) .
- Be harsh on returning speakers if their last presentation wasn’t up to standards. I understand having some new blood every time, but if someone under-delivered, you need to axe them, or make it clear that the next one needs to make the audience stand up and cheer.
- Likewise, bring back great speakers more often, but make them craft new content. In my experience, great speakers seem to do well no matter the topic (so long as they have some experience/relevance to it) far more so than experienced/talented professionals correlate with great presentations on those topic.
- Try playing with venues. OMS this year moved to a new location that was 10X better than their previous spot, and my understanding is that the cost was lower, too (SEMpdx’s Searchfest also had a new location in downtown Portland this year that was fantastic, though I don’t know the cost differential). When you find venues that will be accommodating, magic happens because your cost structure suddenly becomes less of a burden and more of an opportunity to do creative, interesting things attendees will remember.
- Big one - don’t let the room sizes dwarf the audience sizes. I was just at an event where the room could hold 1,500 people but only 200 were in the session. It feels to everyone - speakers, organizers, attendees - like there’s no energy or excitement. In comparison, I was at an event a few weeks back where the room could only hold 150 and 170 squeezed in. The air felt electric and every presentation, question and tip felt alive. Optimize this one carefully because it makes a huge difference.
- Make new speakers jump through a few hoops to sell you on being installed on a panel. An impressive CV, a good blog and a high ranking title do not correlate with great presentations, but the ability to make a compelling web video (YouTube, Vimeo, etc.) on the topic does.
Advice & Experiments for Attendees
- If you love an event, a speaker or a session, sing it from the rooftops. Tweet, blog, write reviews, tell friends and invite colleagues next time. So many of the incentive problems described above happen because as attendees, we don’t do the marketing or give the feedback we could and should.
- Don’t tolerate low quality speakers/presentations, but also don’t make it public. Tweeting nasty remarks about a speaker while they’re on a panel shouldn’t be any more acceptable than booing or throwing fruit. Make your voice heard to the organizers afterward - it will have a real impact (and if it doesn’t, don’t come back).
- You get out what you put in. Come with an open mind, a stack of business cards, openness to new ideas and a slough of great questions. Introduce yourself, don’t be shy and make the most of networking opportunities; they often end up producing the most memorable value.
- Be the change you want to see - make sure to let organizers and speakers know what you liked and didn’t via email and feedback forms. This includes venue/amenities/location/timing. None of us are clairvoyant (though Google’s working on something, I hear).
Advice & Experiments for Budget Authorizers
- Give your employees freedom to choose their own events. Great people will choose wisely, and that’s who you want to keep anyway.
- Let them stretch their budgets and time - at SEOmoz, we fix number of dollars and let our people do the rest. If they want to spend it all on one big trip to a conference in Fiji, go for it. If they’d prefer to optimize for multiple events closer to home, that’s great, too. You’ll often find employees are much more accountable if they know their budget really belongs to them.
- Ask attendees to record and share their experiences. Internal docs or wikis or a 20 minute PPT during a brown bag lunch from employees who attend events goes a long way. It will force them to take some notes and provide some actionable value back to the rest of the company and it lets the employee be the star - the one who’s been somewhere and learned something no one else knows.
Advice & Experiments for Speakers
- Be empathetic - imagine yourself in the audience or better yet, remember yourself in the audience in the last session or at the last conference. What impressed you? Do that. What sucked? Avoid that.
- Go advanced - I have almost never been asked to go more basic at a search marketing event, no matter how adavanced my presentation or content gets. My takeaway is either that everything I do is way too beginner level or that audiences just love more "down-the-rabbit-hole" material. If you’re on the fence, lean advanced.
- Don’t pitch or present if you can’t kick butt. You owe it to the audience, to the organizers and, for goodness sake, to yourself, to do an amazing job every time you’re up speaking. If you’re not funny or charismatic, don’t sweat it - let the material do the talking.
- Fewer bullet points, less text, less time talking about each slide and less.
- More images, more screenshots, more callouts (text boxes with arrows to important stuff on a slide/screenshot), more stories and more real life examples.
- Don’t ask for a business card to send someone a copy of your slide deck. Make it available online at a URL everyone can access. If your material is good enough, you’ll get plenty of warm leads.
- Prepare. I’m a busy guy - no, seriously, I mean really busy - and I still take hours putting together high quality decks for even small conferences and 12 minutes presentations in half-full rooms. If you don’t have the time to set aside and do great work on a presentation, you better either be incredibly naturally gifted on stage or have a team that makes great decks for you. If you can’t do any of these, don’t present.
- Remember you are why the event happens, you’re why everyone is there, and you have a massive responsibility to deliver something that will add value for the audience. Just one or two actionable tips can tilt the balance, but don’t settle for that. Do better than anyone would think possible and I promise the rewards will be tremendous. This industry is still craving excellence from its presenters and you have that chance - don’t waste it.
- Experiment with taking questions in the middle of your talk, particularly if you’re going longer than 20 minutes (which, sadly, is quite rare). It brings a liveliness and level of engagement that’s tough to match with a purely "I’m going to talk at you" presentation.
Your Thoughts
I don’t mean to be forward, but I suspect a lot of organizers, speakers and attendees in the search marketing conference space will check out this post. Please, please share your thoughts and feedback below, with one caveat - we like to keep this blog TAGFEE, so no harsh insults or personal attacks. That’s what YouTube comments are for 
p.s. I’m just back from Searchfest in Portland (which was a terrific event that continues to get better every year). I was originally asked to give a 20 minute presentation on SEOmoz’s toolset, but decided I couldn’t be quite that self promotional and created a deck that covers a wider range. I saw folks giving my co-presenter, Enquisite’s Richard Zwicky, a hard time over Twitter for talking all about Enquisite’s software, but in fact, that’s what we were asked to do and I was the one who went off-focus (so if anything, you should blame me). You can check out my slide deck here - SEO Problems and the Tool to Solve Them. Hope you enjoy and sorry about the weird formatting; Scribd didn’t import PPTx very well this time.
p.p.s. Please excuse my lack of links to appropriate sites/pages/people and probably spelling errors (drove back from Portland tonight and still not over my sinus infection). Jen, if you have time early tomorrow, maybe you can help add those in?
Don’t Let Your Web Host Undermine SEO
Nobody is perfect. Online, accidents do happen and sometimes servers malfunction. However, if you find your site’s host is faultier than most, it could be time to move on.
Unreliability is a pet hate for visitors and webmasters everywhere. Whether you’re already on the site or just trying to visit it, server failure will ensure that [...]
Targeting Multiple Keywords vs. Singular Keyword Focus
Posted by randfish
Despite being a seemingly simple topic, this one seems to stymie even experienced SEOs. There’s a natural conflict that creates the issue - the more keywords you target on a single page, the less you need to link build and optimize (for both search engines and user experience/conversion rate) on many pages.
To answer this question in a logical and truly optimal fashion, you need to start with the answer to two other important questions:
- How many of these keywords carry the same visitor intent?
- How competitive are the targeted terms/phrases?
When you answer the first question, you’ll be able to break up lists of keyword terms into buckets of "intent." Searches are almost always intended to discover information or take action. If there are too many pieces of information/actions you need to provide on a single page, your conversion will drop. Remember that a 10% conversion rate for position #10 is better than a 0.5% conversion rate for position #1 (assuming the avgs. from the leaked AOL data cited below).
NOTE: This data is from averages via AOL’s data release in 2007. New numbers have not been forthcoming from any of the engines or third-party studies.
For the second question, you need to know something about the competition levels. In a scenario where every shred of keyword usage matters a great deal, from the anchor text focus to the keyword being employed at the very start of the title tag, breaking up keyword targeting to multiple pages can make a great deal of sense. If you’re deep into research on this topic, you can do something like the image below, where I’ve taken stats and metrics for all of the top 25 ranking pages for the query "broadway tickets" on Google.com and run analysis:
NOTE: data in this graph via Open Site Explorer’s Backlink Analysis
If a keyword is highly competitive, I suggest single page targeting. This is not only because you can maximize on-page optimization, but also because it means that internal and external links that point to the page can focus more directly on the target term/phrase. It’s also likely that you’ll be competing against pages that are more highly targeted on that keyword phrase and could lose out if you don’t have that singular, pinpoint focus.
I wrote another post on a similar topic highlighting how to format titles, meta descriptions and keyword usage on pages that aim for multi-keyword targeting that may also be of help.
Look forward to your thoughts on the topic.
Why Do SEO Recommendations Change?
If you’ve been reading an old SEO manual, it’s probably best to discard much of what you’ve read. This is an evolutionary industry. It is also very much in its infancy. Therefore what worked a decade ago, might well be surplus to requirements today.
Fundamentals like a strong linking structure and good quality keyword optimised content [...]
Search Marketing Success Stories
Posted by RobOusbey
Search Engine Optimization covers a huge range of tactics - all of which can bring direct benefit to a website. In this post, I’ve shared examples of different tactics used at different websites, and the effects that have been seen. If you’re considering an SEO campaign for your site, or are trying to persuade someone else to invest in internet marketing, I hope this post will help demonstrate the potential of internet marketing.
The post includes real screen shots from Google Analytics (click any of them to enlarge) but the sites and data have been anonymized.
Target Your Target Terms
Remember that post about building a page with perfect keyword targeting? SEOmoz wasn’t kidding around.
A website that sells homewares had issues with site structure and on-page targeting. Their category level pages were at subdomains such as
- http://kitchenequipment.sitename.com
or
- http://livingrooms.sitename.com
whilst each sub-category was back on the main subdomain at:
- www.sitename.com/find_product2.asp?url1=living+room&url2=rugs+and+carpets
Category and sub-category pages had a distinct lack of semantic HTML or term targeting.
Getting appropriate H1 tags onto each page was a quick job, improving title tag structure took a bit longer, clean & friendly URLs and internal links with appropriate anchor text were also added.
The site saw ranking improvements across the board, which brought new traffic through head, mid and long tail terms. Can you guess when the changes were made? 
Getting sorted in Google Local
Before getting into the nitty-gritty of ranking factors for Local Search, dead simple tactics, etc, it’s important to get the basics right. A large chain of restaurants created a ‘bulk upload’ file with the correct data for each one of their locations. After uploading the file, they applied for it to be reviewed and ‘whitelisted’. Local data that’s been uploaded by the business owner and whitelisted is treated as authoritatively as locations that have been manually verified by postcard.
Despite various issues (Google’s best practice guidelines still aren’t quite the best solution in some cases) the traffic generated by visibility in Local Search has been significant and valuable. (The uploads were verified in late November when the traffic begins its steady rise.)
Architecture of Change
A current affairs magazine wanted to get more from their website. Because of falling advertising revenue, the publication was at risk of being closed down. They’d seen some growth from SEO already, but wanted to prove that the website had greater value.
Although the site had a good brand and some great content, it suffered from similar problems to many news-type websites, including badly archived content, duplicate issues and a CMS that hampered keyword targeting or promoting individual articles. Recommendations were made to improve the site’s architecture and migrate to the new structure.
The effect of the changes was immediate growth which took the organic traffic to 257% in three months. A month later, the magazine’s owner explained that the falling revenue from print advertising meant that they couldn’t continue to lose money publishing the mag, and closed it down.
Hook, Line, Sinker
An office cleaning company wanted to improve the profile of their site through SEO. Amongst other tactics, a member of staff spent a day writing a ‘linkbait’ post to publish on their blog. This generated huge amounts of traffic from social media sites (dwarfing their regular daily visitors) and was subsequently linked to from dozens of sites. This post, along with other content published on the site to attract links, helped the site grow in strength and authority, and it now ranks position 3 for ‘office cleaning’ in their country.
Paid In Full
This is SEOmoz, but I’d like to share a graph from a PPC colleague working on a site that sells scooters. They were initially bidding on very broad terms (scooter, scooters, buy a scooter, etc) but the campaign was adjusted to target more long tail terms, including descriptions, specifications, etc.
Over a period of around six weeks, the cost per click was reduced by 30% and the more targeted traffic converted increasingly well - this allowed the site owners to increase their ad budget and generated more sales than their paid search campaign ever had before.
If you’re new to SEOmoz and this post has inspired you to get involved in search marketing for your site, do browse the site for the PRO & free SEO guides and the SEO blog. If you’re a regular, do share any stories you’re particularly proud of in the comments.
Strategic Link Building: How to Productize Link Acquisition and Dominate Your Niche
Posted by randfish
This week, despite still being seriously under the weather (see this week’s sad WB Friday), I flew down to SMX West to speak on the Link Building Strategies panel. Although I’d wanted to put more work in and deliver a better presentation, I received some very kind words afterward and requests from folks to share the deck via the blog. Before I embed the actual deck, though, I need to provide some context (as this isn’t a wholly self-explanatory presentation).
Link building has, classically, been a tactic slapped on to a marketing campaign or website post-launch. I believe that those companies/sites that treat link acquisition as an afterthought, rather than building it into the product, will always lose out to those who treat link building strategically. In the deck below, I walk through a number of examples of sites, primarily startups, that have done this. These include:
- Twitter - every user of Twitter has an incentive to link to their profile so more people will follow them. This is also true of sites like Facebook, LinkedIn, DeviantArt, Etsy & others
- Vimeo - nearly everyone who uses Vimeo appreciates the beautiful aesthetic they’ve created. The embeddable versions of Vimeo videos look and feel more professional and high quality than nearly any other player, hence they get embedded (a lot). This embed action automatically drives links back to the video on Vimeo’s site, Vimeo’s homepage and the user’s profile, all with targeted anchor text.
- Urbanspoon - not only do they give badges to restaurants like Yelp and have started an online reservations system like OpenTable, Urbanspoon also features reviews from bloggers and foodies, who are then incentivized to promote their inclusion on the site.
- Last.fm - the widgets users embed on their site to share their favorite music automatically creates links back to the service.
- SurveyMonkey - a truly viral product (anyone who’s surveyed is automatically exposed to the site), SurveyMonkey is inherently link acquisitive through the product. In order to use the service, you need to link to SurveyMonkey’s site, where your form is hosted.
- Scribd - just look at the embed and the link below; ’nuff said.
- Miibeian.gov.cn - possibly the greatest link building strategy ever devised. The Chinese government requires that all websites in the country link to this site in order to operate legally; not too shabby, eh?
Here’s the deck:
As you can see, I’ve put in a shameless plug for Open Site Explorer at the end. If you haven’t seen the new features launched yesterday, you’re missing out. Tons of the data is completely free, and top pages is just about the easiest way to find traffic and link opportunities ever built (not that I’m biased or anything).
Look forward to your comments about the presentation and the concept of productizing link acquisition into a site.
Learning SEO: It Can Get Noisy
There is obviously no shortage of information on SEO.
But thanks for turning up here
The sheer avalanche of SEO information can be overwhelming, for beginners and experts alike. Who do you know who to listen to? What information do you need to know, and what information is filler?
Why should you even listen to SEOBook?
1. Most Information Published On SEO Is Filler
You can learn 80% of what you need to know about SEO pretty quickly. You don’t need the additional 20% in order to achieve, unless you’re a masochist - otherwise known as an SEO professional
Most of the information you’ll come across on the topic of SEO is written by, and for, a professional/enthusiast crowd. There is a massive echo chamber of opinion, constantly replenished, produced using publishing tools based on the notion of communicating something, often.
It can result in a lot of noise, and not much in the way of signal, especially when you’re learning. If you’re starting out, and want to focus on learning SEO, it’s a good idea to tune the industry chatter out. It’s more likely to confuse than help in the early stages.
2. Understand The Business Of Search
Search engines aren’t your friend. At best, they tolerate SEO, but only when it aligns with company goals.
The search engines have a business to run, and their goals aren’t the same as yours. Whilst search engine reps often come across as helpful and friendly, because they typically are helpful and friendly people, keep in mind that what they are saying serves their company first and foremost. Any advice they give you is, quite rightly, designed to further company goals.
That’s their job.
Chances are, your goals and the search engines goals will be aligned in many areas, but take their advice with a grain of salt. They don’t care if your site succeeds or not, as there are plenty of other sites to index.
3. Define Goals
Before you undertake SEO, define your website goals. Do you want to make more money? Get more attention? Get more leads?
The purpose of SEO is to get your site seen in the search engines. Your aim is to attract the visitors that help you achieve your goals. A high ranking for a certain keyword won’t necessarily help you achieve your goals unless your site matches visitor intent.
Think about the web from a visitors point of view. What do they want to find? What content will they engage with? What will they spend their money on?
There’s little point ranking well if the content you provide doesn’t make you money and/or gain audience. It’s getting increasingly difficult to rank pages that aren’t closely aligned with the searchers intent. So, the more you understand your audience, and the more content that matches their intent, the more you’ll get out of SEO.
4. Get A Credible, Well Organized Course
Like SEOBook’s course for example
This isn’t a sales pitch. There are a number of great courses out there. Choose one or two that suit your budget and objectives, and dive in. Chances are, you will need to shell out some money, but the cost of a decent, well structured course is nothing compared to the wasted effort spent heading in the wrong direction.
In a nutshell, SEO is about about publishing content people want to engage with, and linking. You need to create content that matches visitor intent, you need to be crawlable, and you need to have inbound links. Good SEO courses will have this message at their core.
Did I mention links enough?
5. Connect With People
It’s natural to want the secret sauce - those secret dark techniques that result in number one rankings.
Whilst this was characteristic of SEO years ago, it’s less true now. These days, SEO is more a holistic, strategic process aimed at connecting with people, as opposed to a dark, technical art aimed at tricking machines.
Focus on making connections with people. That means understanding what people want. You can do this by undertaking basic market research, using the search engines themselves!
6. Test
Don’t listen to me. Well, maybe just a bit. Don’t listen to the repeaters in forums.
Test and measure for yourself. It’s one of the best SEO courses you can do. It’s ongoing, and it’s free.
Start with a simple, focused well constructed site. What is a well constructed site in terms of SEO?
With every change you make, every new SEO strategy you adopt, test the results. Did the change help you achieve your website goals? Did you get more traffic? Better quality traffic? If your rankings improved, did this result in more/better traffic? It can be difficult to isolate variables at the best of times, but there is no chance of doing so if you try too many techniques all at once.
Make changes one step at a time. Test and measure repeat. Become at expert at measuring SEO against your goals.
Build up your own private knowledge base of SEO in your niche. Your niche may require different strategies to other niches, which is why well-meaning advice in forums and on blogs can hinder you. You’ll also become a better judge of who is offering you good advice, and who is just repeating something they heard.
Whiteboard Friday - Twitter as an SEO Research Tool
Posted by great scott!
Sure, you use Twitter as a social media tool, but have you ever considered it as an SEO research tool? No? Well watch and learn this week to find out how you can harness it in a whole new way.
Now that social signals (particularly Twitter) are becoming more important in the engines, they can help you pinpoint when a keyword is going to trip the ‘Query Deserves Freshness’ switch. If you can figure that out, you can gain a big competitive advantage by publishing fresh content in a targeted, timely manner.
Rand mentions a couple of tools for using Twitter to target and time your content. One is Trendistic, which helps you see trends in Twitter; another is our very own Blogscape Social Media Monitoring prototype (inside PRO Labs), which monitors and analyzes a few million key content providers across the fresh web, including over 250,000 influential Twitter accounts.