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Search Engine Strategies San Jose 2008

Search Engine Strategies San Jose 2008. Search Secrets. 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.

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Search Engine Strategies San Jose 2008

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  1. Search Engine StrategiesSan Jose 2008 Search Secrets

  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

  3. Syndicating Exact Copies = BAD Syndicate-NYTimes.com NYTimes.com

  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

  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!

  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”

  7. Seattle Pizza - Google

  8. Seattle Pizza - Yahoo

  9. Seattle Pizza - Microsoft

  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

  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and InfoUSA • Local Review Sites • Information you provide to them directly • Data provided is often inaccurate, or out of date

  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

  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

  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

  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

  16. Free Links Using Google WMT

  17. Free Links Using Google WMT

  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

  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)

  20. Find “Lost Links”

  21. What you really want

  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

  23. Results Sample

  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

  25. MSN Search Funnels - Outgoing

  26. MSN Search Funnels - Incoming

  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/

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

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