Webmarketing123 The Myth and Math of SEO

The Myth and Math of SEO

Alex Dunks
Today’s Host: Senior Search Marketing Expert

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Myth vs. Truth
There are various myths about SEO out there –
How do you know what to believe?

1 Know your trusted resources

Myth vs. Truth


2 Stay up to date with the latest SEO news
• Search Engine Land: http://searchengineland.com/
• SEOmoz: http://www.seomoz.org/
• Search Engine Roundtable: http://www.seroundtable.com/

www.seomoz.org/google-algorithm-change

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Myth vs. Truth


2 Stay up to date with the latest SEO news
• Search Engine Land: http://searchengineland.com/
• SEOmoz: http://www.seomoz.org/
• Search Engine Roundtable: http://www.seroundtable.com/
• SEOmoz Algorithm Change History: www.seomoz.org/google-algorithm-change

3 Know that your competitors aren’t standing still.

1 Inbound Links
How many links do I need? Are all links created equal?

2 Website Content
Should I “stuff” keywords into my meta content and site content?

3 Keywords
How do you choose the right keywords? Are broad keywords good?

4 SEO Results
How long does SEO take before I can see results? What should I expect?

5 Long Term Sustainment
How much time per month do I need to dedicate to my SEO campaign?

1 Inbound Links

Myth:
All links are equal.

1 Inbound Links
Truth:
All links are NOT the same in value.

Develop natural, relevant inbound links over time:

1 Inbound Links
Truth:

• Do not use reciprocal links
• There is a key difference between 1-way (good) and reciprocal links (bad)
• Create high quality links from different reputable sources
o Directories, Articles, Syndications, Press Release sites, Blogs

1 Inbound Links
Truth:

• Do not use reciprocal links
• There is a key difference between 1-way (good) and reciprocal links (bad)
• Create high quality links from different reputable sources
o Directories, Articles, Syndications, Press Release sites, Blogs
• Build ~ 30-50 inbound links/month
• You’ll avoid search engine penalties!

1 Inbound Links
Math Behind the Truth:
• Tool to Use: Google Webmaster Tools
o See which links are going to your site
o Run a ranking report to check on
keyword performance

1 Inbound Links
• Tool to Use: Google Webmaster Tools
o See which links are going to your site
o Run a ranking report to check on
keyword performance

• Reciprocal links are useless;
they do not help and can only hurt

• Best Practices:
o Create links within your rich content
o Create anchor text
o Create links out of keywords
o Create links from outside sources, serving as relevant references to your
site

2 Website Content

Myth:
Your site content should be packed with keywords.

2 Website Content
Truth:
Your content should be developed naturally, with a focus on
only a few keywords per page.

2 Website Content
Truth:

Create a well-developed home for your keywords in site content:

2 Website Content
Truth:

Create a well-developed home for your keywords in site content:

• “Stuffing” keywords is not helpful,
though “Stemming” is recommended.

• To sustain a positive, easy-to-use
interface,
employ a dropdown on the page

Ex: Salesforce

• Include more instances of your keyword

2 Website Content
• Tool to Use: Your website pages, source code.

• Naturally written copy, free of errors, builds SEO strength, and is a
favorite to Google spiders.

2 Website Content
• Tool to Use: Your website pages, source code.

• Naturally written copy, free of errors, builds SEO strength, and is a
favorite to Google spiders.

• Best Practices:
o Implement unique, routinely updated, keyword-rich 300 – 500 words per page

o Include 2-3 instances of a keyword on each page of your site for optimal results

o Google spiders don’t spend much time
crawling content in the meta tags anymore

3 Keywords

Myth:
You should focus on a few general keywords to rank #1 on.

3 Keywords
Truth:
Broad keywords are very competitive and may get you less
qualified traffic.

Target unique keywords and keyword phrases to distinguish your
product / service:

3 Keywords
Truth:
qualified traffic.

product / service:
• The percentage of long-tail search traffic is increasing
• Use the “drill up” method instead of “drill down”
o Optimize from Specific/Exact  Broad

3 Keywords
Truth:
qualified traffic.

product / service:
• The percentage of long-tail search traffic is increasing
• Use the “drill up” method instead of “drill down”
o Optimize from Specific/Exact  Broad
• Not all traffic is good traffic
o Qualified visitors are the key
o Average Time on Site
o Bounce Rate
o Page Visits
• Don’t miss the boat by optimizing on broad keywords first – big mistake!

3 Keywords

• Tool to Use: Google External
Keyword Tool

• Long-tail keywords are best to
start with, then move up to
broader terms

3 Keywords

• Tool to Use: Google External
Keyword Tool

• Long-tail keywords are best to
start with, then move up to broader
terms

• Best Practices:

o Long-tail keywords will bring
more qualified traffic to your site

o Closely analyze the trends
in page visits, bounce rate,
and average time on site

3 Keywords

3,000 30

2,500 25

2,000 20

Non-Branded Visits

1,500 15 # of Non-Branded, Traffic-Driving
Keywords
# of Campaign Keywords on First
Page
1,000 10

500 5

0 0
1 2 3 4 5 6

4 SEO Results

Myth:
I can expect results from my SEO strategy within 1 month.

4 SEO Results

Myth:
I can expect results from my SEO strategy within 1 month.

**Food for Thought**
How long would it take you to memorize a report, fully understand it, and file it
correctly in an incredibly large database?

4 SEO Results
Truth:
SEO work is never finished.
Turnaround time to see real results is about 3-6 months.

4 SEO Results
Truth:

Google is always learning and the world is always changing:

4 SEO Results
Truth:

Google is always learning and the world is always changing:

• Your competitors are creating new
content and links (new products, services,
updates). This can affect your results!

• Google likes to read new content and
come back for more visits to learn your
full site “theme”.

• Your goal should be to consistently
improve qualified traffic to your site and
grow your conversion rates.

4 SEO Results
• Tool to Use: Google Analytics

• In your Analytics, you can interpret you goal health and measurable data

4 SEO Results
• Tool to Use: Google Analytics

• In your Analytics, you can interpret you goal health and measurable data

• Best Practices

o Identify your trends

o Focus in on your wins

o Investigate your weak spots

o Make hypotheses

o Take action

Myth:
SEO is a project that has a starting and ending point.

Truth:
To become the king of your castle and
maintain your standing with the search engines,
you need to keep SEO going.

• Tool to Use: Website cache

• In your cache, the date and time that
Google last crawled your site is recorded.

• Tool to Use: Website cache

• In your cache, the date and time that
Google last crawled your site is recorded.

• Best Practices:

o Google visits your site generally once a
week.

o Google needs time to absorb information
about your site.

o Your competitors are doing the same thing
- thus, improvements in
your ranking movement will take time.

o SEO is a natural process.

Key Takeaways

1 Myth – There are many myths out there that can be misleading.

Key Takeaways


Truth – It is important to demystify the false beliefs in order to get
2
real results.

Key Takeaways


Truth – It is important to demystify the false beliefs in order to get
2
real results.

Math – Take advantage of the tools and knowledge you have
3 at your fingertips (most of it is free!) to give you the insight
you need to move forward and closer to achieving online
success.

• Request a Customized SEO Assessment Today.
You May Qualify for a $50 Amazon.com Gift Card!

• Email seo@webmarketing123.com

• Or visit bit.ly/wm123seo

What can you expect from speaking with one of our analysts?

- “Cost of the Problem” Analysis: Discover the cost of not ranking
in the top positions on search engines. How much revenue is being
lost to competitors with the best rankings?

- Take a hard look at your competitors: Find out where you rank
against your top competitors and what tactics they’re employing.

- Comparison of different digital strategies: Paid Search, Organic
Search, Display Advertising, Social Media Marketing.

Or visit bit.ly/wm123seo

Next week:
4 Secrets of Brilliant SEO Copywriting

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Webmarketing123 The Myth and Math of SEO

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