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Search Secrets - SES San Jose 2008

Web search results not even visible. Search engines are doing this because users are ... If you want traffic on

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Search Secrets - SES San Jose 2008

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    Slide 1:Search Engine Strategies San Jose 2008

    Search Secrets

    Slide 2:Five Quick Tips

    Using Syndicated Content to Get Links can Backfire How to Provide Accurate Data to Local Search Engines Get Free Links Using Google Webmaster Tools Recovering “Lost” Links MSN Search Funnels

    Slide 3:Syndicating Exact Copies = BAD

    NYTimes.com Syndicate-NYTimes.com

    Slide 4:The GOOD

    Great way to get links Lots of web sites starved for quality content Get to present yourself as an expert Many times you can even specify the anchor text

    Slide 5:The Bad and the Ugly

    The BAD: Search engines see duplicate content Search Engines only want to show one copy The UGLY: They USUALLY show the original author in preference to other copies BUT, not ALWAYS They do make mistakes Don’t want to syndicate your content and then not rank for it!

    Slide 6:The Solution

    Solution is simple: Pay a different writer to cover the same topic Guide them with key points to include Add new value, and new observations You will get a very different result Might cost you $40 or $50 Buys you “Safe Syndication”

    Slide 7:Seattle Pizza - Google

    Slide 8:Seattle Pizza - Yahoo

    Slide 9:Seattle Pizza - Microsoft

    Slide 10:Impact

    Results above the fold dominated by Local Search results Web search results not even visible Search engines are doing this because users are responding (by clicking on the map links) If you want traffic on “Seattle Pizza”, you better score well in Local search

    Slide 11:Search Engine Challenge

    Search engines have a big problem: Obtaining accurate data They use many sources Yellow page sites Syndicators such as LocalEze and InfoUSA Local Review Sites Information you provide to them directly Data provided is often inaccurate, or out of date

    Slide 12:Give Them the Data Directly

    All 3 major engines provide you a way to give them authenticated data directly: Google Local Business Center Google also uses KML files Yahoo accepts direct feeds for a fee Live Search Local Listing Center Give them accurate data These sources carry the most weight

    Slide 13:More on the Local Business Center

    Allows you to submit locations: Individually Or by feed Feed is useful for large numbers of locations Individual submissions are VERIFIED by Google Phone or mail Feed submissions are NOT verified Go individual, even for 100s of locations

    Slide 14:More on KML

    “Keyhole Markup Language” Language for geographic annotation Search engines find the location of your KML file using your sitemaps file This means it is authenticated Google uses this data So should you

    Slide 15:Last Notes on Local

    Good to be listed in many places Yellow page sites, review sites, directories, etc. Increases data accuracy problem Invest the time and effort to get this data right Services like Localeze help with this, but cost money Summary: Quality Data Drives Rankings

    Slide 16:Free Links Using Google WMT

    Slide 17:Free Links Using Google WMT

    Slide 18:Free Links Using Google WMT

    If you don’t have an account, get one Look at the Not Found Report in the Web Crawl Errors section Look for malformed URLs E.g. /stc_services.shtml is incorrect Should be: /STC_Services.shtml Add to your .htaccess file a 301 redirect from the incorrect to the right one

    Slide 19:.htaccess example

    redirect 301 /stc_services.shtml http://www.stonetemple.com/STC_Services.shtml Benefit: the link is now passed through to a real page on your site Presumes you are using an Apache based web server Process is different for IIS (Windows) servers (but it can be done)

    Slide 20:Find “Lost Links”

    Slide 21:What you really want

    Slide 22:Why and How

    Contact these people and ask them to make it a real link Let Yahoo tell you who they are Here is the query string: intext:stonetemple.com

    Slide 23:Results Sample

    Slide 24:Benefit

    2,042 potential links People who have already endorsed us Asking people who have already endorsed you has to be easier than asking people who don’t know who you are

    Slide 25:MSN Search Funnels - Outgoing

    Slide 26:MSN Search Funnels - Incoming

    Slide 27:How to use Search Funnels

    Use to determine searcher intent Use to isolate problems on your web site It’s advanced keyword analysis You can find Search Funnels here: http://adlab.msn.com/Search-Funnels/ For more great tools: http://adlab.msn.com/

    Slide 28:Contact Information

    Eric Enge President eenge@stonetemple.com (508) 485-7751

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