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SEO Pitfalls and How to Avoid Them

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Nate Dame
Nate Dame

The document discusses common SEO pitfalls and how to avoid them. It covers updates from Google like Panda and Penguin, as well as strategies for effective link building, content marketing, and social media. The presentation concludes by providing questions for clients to ask an SEO company to evaluate their approach and strategies. The key takeaways are to focus on user experience, build quality links naturally over time, create in-depth content, and view SEO as an integrated part of overall marketing.

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SEO Pitfalls and How to Avoid Them Presented by Nate Dame Founder/President, SEOperks
Agenda Panda and Penguin updates Link building - what works today & forever Googles new Disavow Tool Social Media & Content Marketing Next steps
Overview: The Panda Updates
Panda Update Explained
Penguin Update Watch the SEOperks blog for more about Penguin.
Todays SEO Landscape Panda: Focus on user experience. Penguin: Dont break the rules.
Pitfall #1: Questionable Link Building
Real Links
Link Building the Right Way Do meaningful stuff Build authentic relationships (new and old) PR (both ways)
How Links are Earned No Yes
BREAKING NEWS: Disavow Tool
Pitfall #2: Thin Content
Answer, Please?!?
Impact of a Content Buildout
Deep Content Example
Deep Content Example
Content: Where to Start Create Content That: Addresses your industrys pain points. Informs your niches buyer keywords. Focuses on real people. Stalk your competitors for ideas, too. Next: Link bait campaigns. Broader Content Marketing.
Pitfall #3: On-site Manipulation
Pitfall #4: Rely on Social Media for the Wrong Things Link Building (42% total) Social Media (7% total) Source: SEOmozs Search Ranking Factors http://www.seomoz.org/article/search-ranking-factors
Use Social Media to Earn Links! More fun: http://www.bitrebels.com/social/how-social-media-is-making-us-awkward- infographic/
From http://www.washingtonpost.com/blogs/compost/post/social-media-is-making- us-awkward--some-graphs/2012/06/26/gJQAL0ZT4V_blog.html
From: http://www.washingtonpost.com/blogs/compost/post/social-media-is-making- us-awkward--some-graphs/2012/06/26/gJQAL0ZT4V_blog.html
Dont Forget Google+
Pitfall #5: Ignore Content Marketing
Content Marketing at its Best
Pitfall #6: Cheap SEO
Pitfall #7: Stop Learning
So What Now?
Identify SEO Goals Where are we going? Who is your target customer? What buyer keyword are they using? What research keywords are they using? What are the steps in our sales funnel? What are the steps we can measure on our website (lead form, Add to Cart button, etc.)? What reporting methods are we using?
On-site SEO (technical) Do search engines see my site? Is your site accessible to search engines? Is your site easy for search engines to navigate? Is your site performance an issue? Duplicate content: Do search engines dont see your site doubled? (surprisingly common) Etc.
Content Strategy Foundations Content is the foundation. Do you have helpful, resourceful and informative content on your website for your target keywords? Is your content user focused? Is your content strategy fresh - frequently updated? Do you have an active social media presence?
User Experience Does my site convert? Is your site structure and layout designed with real people in mind first, search engines second? Does your site have a modern, uncluttered design? Does your site have a trustworthy look and layout? Does your site generate leads and sales? Have I identified and addressed the drop points in my conversion funnel?
Content Marketing Strategy Does my content strategy pull my marketing, sales and SEO together for maximum return? Have you identified your industries pain points? Have you developed deep content to address those pain points? Is your content strategy coordinated with your sales and marketing funnel to increase leads and close sales? Does your content strategy have the potential to go viral? Is your content received favorably and spread throughout relevant social networks?
Link Building Is my site earning links? Have you established realistic link building goals? Have you identified your target partners? Do you monitor your target link partners websites for linking opportunities? Have you setup Google Alerts to identify new linking opportunities? Do you have an outreach strategy integrated with your editorial calendar to maximize new link opportunities? Is your outreach team equipped with the research, tracking and reporting tools they need?
Questions to ask your SEO company. What is your approach to link building? Listen for words that you want to hear such as natural link development, content strategy / content marketing, and above all relational link building. How does SEO fit in the bigger picture of online marketing? SEO is inseparable from practically every aspect of online marketing and is even impacted by offline marketing. Be concerned if they say that SEO can work effectively as a siloed approach, or if they dont need any coordination with you to be effective. Can you promise me #1 rankings for my priority keywords? This is a trick question. You want to hear no because no SEO company can guarantee those results.
Questions? Like us! www.facebook.com/seoperks Nate Dame (@seonate) Founder / President nate@seoperks.com (312) 870-0056 Peter Ryan Director of Sales peter.ryan@seoperks.com (262) 894-6360

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SEO Pitfalls and How to Avoid Them

  • 1. SEO Pitfalls and How to Avoid Them Presented by Nate Dame Founder/President, SEOperks
  • 2. Agenda Panda and Penguin updates Link building - what works today & forever Googles new Disavow Tool Social Media & Content Marketing Next steps
  • 5. Penguin Update Watch the SEOperks blog for more about Penguin.
  • 6. Todays SEO Landscape Panda: Focus on user experience. Penguin: Dont break the rules.
  • 7. Pitfall #1: Questionable Link Building
  • 9. Link Building the Right Way Do meaningful stuff Build authentic relationships (new and old) PR (both ways)
  • 10. How Links are Earned No Yes
  • 12. Pitfall #2: Thin Content
  • 14. Impact of a Content Buildout
  • 17. Content: Where to Start Create Content That: Addresses your industrys pain points. Informs your niches buyer keywords. Focuses on real people. Stalk your competitors for ideas, too. Next: Link bait campaigns. Broader Content Marketing.
  • 18. Pitfall #3: On-site Manipulation
  • 19. Pitfall #4: Rely on Social Media for the Wrong Things Link Building (42% total) Social Media (7% total) Source: SEOmozs Search Ranking Factors http://www.seomoz.org/article/search-ranking-factors
  • 20. Use Social Media to Earn Links! More fun: http://www.bitrebels.com/social/how-social-media-is-making-us-awkward- infographic/
  • 24. Pitfall #5: Ignore Content Marketing
  • 27. Pitfall #7: Stop Learning
  • 29. Identify SEO Goals Where are we going? Who is your target customer? What buyer keyword are they using? What research keywords are they using? What are the steps in our sales funnel? What are the steps we can measure on our website (lead form, Add to Cart button, etc.)? What reporting methods are we using?
  • 30. On-site SEO (technical) Do search engines see my site? Is your site accessible to search engines? Is your site easy for search engines to navigate? Is your site performance an issue? Duplicate content: Do search engines dont see your site doubled? (surprisingly common) Etc.
  • 31. Content Strategy Foundations Content is the foundation. Do you have helpful, resourceful and informative content on your website for your target keywords? Is your content user focused? Is your content strategy fresh - frequently updated? Do you have an active social media presence?
  • 32. User Experience Does my site convert? Is your site structure and layout designed with real people in mind first, search engines second? Does your site have a modern, uncluttered design? Does your site have a trustworthy look and layout? Does your site generate leads and sales? Have I identified and addressed the drop points in my conversion funnel?
  • 33. Content Marketing Strategy Does my content strategy pull my marketing, sales and SEO together for maximum return? Have you identified your industries pain points? Have you developed deep content to address those pain points? Is your content strategy coordinated with your sales and marketing funnel to increase leads and close sales? Does your content strategy have the potential to go viral? Is your content received favorably and spread throughout relevant social networks?
  • 34. Link Building Is my site earning links? Have you established realistic link building goals? Have you identified your target partners? Do you monitor your target link partners websites for linking opportunities? Have you setup Google Alerts to identify new linking opportunities? Do you have an outreach strategy integrated with your editorial calendar to maximize new link opportunities? Is your outreach team equipped with the research, tracking and reporting tools they need?
  • 35. Questions to ask your SEO company. What is your approach to link building? Listen for words that you want to hear such as natural link development, content strategy / content marketing, and above all relational link building. How does SEO fit in the bigger picture of online marketing? SEO is inseparable from practically every aspect of online marketing and is even impacted by offline marketing. Be concerned if they say that SEO can work effectively as a siloed approach, or if they dont need any coordination with you to be effective. Can you promise me #1 rankings for my priority keywords? This is a trick question. You want to hear no because no SEO company can guarantee those results.
  • 36. Questions? Like us! www.facebook.com/seoperks Nate Dame (@seonate) Founder / President nate@seoperks.com (312) 870-0056 Peter Ryan Director of Sales peter.ryan@seoperks.com (262) 894-6360