Advanced SEO Rules & Tactics

Feb 2, 2016Download as PPT, PDF1 like559 views

Here are the secrets of thinking like an advanced SEO, so that you can get dramatically more search engine traffic and convert it markedly better!

Critical Thinking Defines Advanced
SEO
by Gab Goldenberg

Critical Thinking?Yawn! Why Learn That?
For The Incredible CreativeValue:
•SEO is problem solving
•Beginners ltd to known solutions
•Experts solve any problem -
Ranking penalties, how to get links, world peace
•It’s fun

6+Years in SEO
Wrote The Advanced SEO Book
Trained advanced SEOs in the US, Israel
Why Am I Qualified To Teach You This?

Start With The RulesThen See Cases
1. Gather Information
2. Define the Problem
3. Research Existing Solutions
4. Question The Logic
5. Make a Decision
+ Why GoogleWebsite Optimizer Is Bad for SEO
+ Advanced SEO Conversion Tactics

Gather Information
1. Start With Public Info
+ Books
+ Conference materials
+ Membership sites?
2. Network for Private Info

Gather Information
3. Teach Yourself
a. Self Awareness
b. Gain Experience
+ Intern [free]
+ Build your own
+ Review mistakes
+ Test & log actions/results
4. Look for relationships in data

Define the Problem
• What is bothering us?
• Root problem vs symptom?
• 5x “Why?”
• Reframe the question
• Can we redefine the terms
we’re using?

Research Existing Solutions
Why so many WP SEO plugins?
=> Don’t reinvent the wheel
Repeat “Gather Info”

Question Assumptions & Logic
How to find assumptions
1. What is the paradigm situation?
2. Change a fact - see the impact
Practice Examples:
+ Build sites for users, not for
search engines
+ Don’t use Flash for your site
+ You need links to succeed online
+ Suggest some scenarios!

Make a Decision: Expected Value (EV)
ROI after infinite repetitions = EV
Probability of Win x Value of Win + Probability of Loss x Cost of Loss
Odds of Winning % Pot Size $ Cost of Bet $ Bet’s EV $
10 200 10 0.1 x $210 + 0.9 x -$10
=$21 - $9 = $12 EV
= $2 Profit
60 200 1000 $720 - $400 = $320 EV
= $120 Profit
Unknown 0 - 50,000 5000 Crap, reality struck!

Expected Value Has Limits
Useful When
1.Fair Idea of pot, odds, bet cost
2.Have the bankroll & repeat
opportunities
3.Need to prioritize investments
and ROI is decisive
Useless When
1.Unknown pot, odds, bet cost
2.Lack bankroll & repeat
opportunities
3.Other factors at play, like
ethics

Officially:
Google Website Optimizer (Content Experiments)
Is Totally Safe For Your Rankings

Truthfully:
It Wasn’t SEO-Safe Then, Dubious Today.
- Google Only Admitted The Truth [Discretely] For Years
Rankings Effect
Time
Rank

1. Sometimes, even Google doesn’t understand Google.
2. Eat your own dog food (- via Guy Kawasaki)
3. Question Google’s statements. Motives?
4. NOT EXCUSED from testing SEO landing pages:
+ Separate URLs ... rel=canonical and meta=noindex
+ For Experimental page, use Flash, JS, Frames, cookies
+ If non-separate URLs - test within lightboxes
Lessons Learned:

The FullWidth FullHeight Lightbox Landing Page:
A Case Study In Lateral Thinking
SEO Landing Pages (LPs) Make Believe They’re PPC LPs

Thanks!
- For a free chapter from The Advanced SEO Book, visit
Book.seoroi.com
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Advanced SEO Rules & Tactics

1. Critical Thinking Defines Advanced SEO by Gab Goldenberg

2. Critical Thinking?Yawn! Why Learn That? For The Incredible CreativeValue: •SEO is problem solving •Beginners ltd to known solutions •Experts solve any problem - Ranking penalties, how to get links, world peace •It’s fun

3. 6+Years in SEO Wrote The Advanced SEO Book Trained advanced SEOs in the US, Israel Why Am I Qualified To Teach You This?

4. Where We’re Going Today

5. Start With The RulesThen See Cases 1. Gather Information 2. Define the Problem 3. Research Existing Solutions 4. Question The Logic 5. Make a Decision + Why GoogleWebsite Optimizer Is Bad for SEO + Advanced SEO Conversion Tactics

6. Gather Information

7. Gather Information 1. Start With Public Info + Books + Conference materials + Membership sites? 2. Network for Private Info

8. Gather Information 3. Teach Yourself a. Self Awareness b. Gain Experience + Intern [free] + Build your own + Review mistakes + Test & log actions/results 4. Look for relationships in data

9. Define the Problem

10. Define the Problem • What is bothering us? • Root problem vs symptom? • 5x “Why?” • Reframe the question • Can we redefine the terms we’re using?

11. Research Existing Solutions

12. Research Existing Solutions Why so many WP SEO plugins? => Don’t reinvent the wheel Repeat “Gather Info”

13. Question Assumptions & Logic

14. Question Assumptions & Logic How to find assumptions 1. What is the paradigm situation? 2. Change a fact - see the impact Practice Examples: + Build sites for users, not for search engines + Don’t use Flash for your site + You need links to succeed online + Suggest some scenarios!

15. Make a Decision Like a Poker Ace

16. Make a Decision: Expected Value (EV) ROI after infinite repetitions = EV Probability of Win x Value of Win + Probability of Loss x Cost of Loss Odds of Winning % Pot Size $ Cost of Bet $ Bet’s EV $ 10 200 10 0.1 x $210 + 0.9 x -$10 =$21 - $9 = $12 EV = $2 Profit 60 200 1000 $720 - $400 = $320 EV = $120 Profit Unknown 0 - 50,000 5000 Crap, reality struck!

17. Expected Value Has Limits Useful When 1.Fair Idea of pot, odds, bet cost 2.Have the bankroll & repeat opportunities 3.Need to prioritize investments and ROI is decisive Useless When 1.Unknown pot, odds, bet cost 2.Lack bankroll & repeat opportunities 3.Other factors at play, like ethics

18. Officially: Google Website Optimizer (Content Experiments) Is Totally Safe For Your Rankings

19. Truthfully: It Wasn’t SEO-Safe Then, Dubious Today. - Google Only Admitted The Truth [Discretely] For Years Rankings Effect Time Rank

20. 1. Sometimes, even Google doesn’t understand Google. 2. Eat your own dog food (- via Guy Kawasaki) 3. Question Google’s statements. Motives? 4. NOT EXCUSED from testing SEO landing pages: + Separate URLs ... rel=canonical and meta=noindex + For Experimental page, use Flash, JS, Frames, cookies + If non-separate URLs - test within lightboxes Lessons Learned:

21. The FullWidth FullHeight Lightbox Landing Page: A Case Study In Lateral Thinking SEO Landing Pages (LPs) Make Believe They’re PPC LPs

22. Thanks! - For a free chapter from The Advanced SEO Book, visit Book.seoroi.com by Gab Goldenberg

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