Matt Cutts from Google
SEO = Marketing
SEO - Coaching SEO is becoming more about human Nature.
- Only Consistence is Change
- Change is going to Benefit you
- SEO 2010 big issue was hacked sites getting rid of them
- SEO 2011 Getting rid of Low Quality Sites (panda update)
- Communication with Google now is easier through webmaster tools. You can now ask google why you were booted.
- Long Term Google
- Mobile = Computer
- Social / Twitter Facebook and Open Web
- Local Search
- Closer View - Better Page understanding
- Google Bot will crawl facebook
- Google looks for the content above the fold
- If you have an ad above the fold this could be a problem
- Search will become more personal
- Google + Biz
- Toyota Business Page with Google + Check it out
- Communication and transparency for your software
- Things to do
- Webmaster tools
- In webmaster tools sign up for email alerts
- Fat Ping when you publish something new
- Subscribe to
- Q&A from Audience
- Trust is big thing for Google
- Now the search results is in SSL format. So when you go to google.com, it is https not http anymore. They did this for security reason but there was grumbling that some key word data is lost now.
- Search is more personal
- Download data from webmaster tools and use it.
- Press releases and duplicate content - They know about it.
- Is the author high quality - they look for that
- Backlinks are quality not quantity
- with the Panda update, they look at links and see which links are good and which are bad
- Look at your top landing pages and see how they do on webmaster tools
- Top queries - look at this
- You will know you have a high quality site if you are willing to send your child to it.
Personal - Meet this guy VegasVIP.com -- Personal to look at site
Conversion Class
- Plan where to Start
- Implement Operation - Using a framework for the change
- Improve interaction - what to change?
- Follow a methodology
- Trust
- Visitor
- Incentives
- Fears and uncertainties
- Buying
- Do this for Homepage, all listing, detail pages, and send away
- Urgency to act
- Do your best to take the pain away from the guest.
- Overture -- Tool
- Instead of checking Title, buttons, and Graphics, you need to change the lay out around to see what gets the best results.
Mobile Search
- 95% of mobile search is done on google search
- People want Immediacy and Location
- 53% on Mobile purchase
- Touch to call from the screen
- Ask what device - PC / Mobile
- Feature phones
- Smart phones
- Make sure site is touch friendly
- Tablets
- These results are similar to PC
- Firefox has a tool to see website on different phones/devices - Add on
- Mobi Ready another tester
- m.dot goes to feature phones
- smart phones and tablets get same URL
- The money is the question
- Built in HTML5
- Some apps to look at mint.com, find a place to stay
- Design is law , Bad user experience and loose customer. No 2nd chance.
- The consumer
- the mobile phone is to help drive conversion
- 70% of mobile use is for research
- A sale on mobile is usually within 1 hour.
- The big sector on mobile.
- Travel
- Coupons
- Mobile apps
- Keep these simple
- Deliver to the consumer
- Mobile website
- Streamline user experience
- Optimize for all devices
- test on all devices
- Mobile Marketing
- SMS/Texting
- QR Codes
- Coupons
- Mobile Apps
- Google started Android just to be able to get data from mobile users.
- Site Redesign
- Slide Share is where a lot of slides from the show will be
- Preparation
- Communication
- Goals
- Prioritze
- 1st, 2nd, 3rd
- Analysis
- Site performance
- URL Structure
- Navigation
- Design for User and for Google Bot
- Schema-Creator -- Tool
- Info Gathering
- Conversion by Key Word
- Conversion by Country/Launguage
- Top Converting Landing Pages
- Low converting landing pages
- Engagement Blogs / Posts
- Underperforming content - Exiting, bounce rates
- Revenue Generator - Key Words and Content
- Goal Abandonment
- Slow Page loads
- Design
- Keep a before and after for testing
- Testing
- So you can test new design
- To test your site - Usertesting.com a great tool!!
- conceptfeedback.com
- Silverbackapp.com
- Loop11
- Speed of your site GTmetrix
- Participation
- Benchmarking
- Google analytics annotation tool
- raven tools event manager
- detailed spreedsheet with roles
- Launch
- Engagement metrics
- Tracking
- Check for broken Links -
- Tool Screamfrog.com
- People find out
- Desires
- Needs
- Tasks
- Process and framework
- Seobook
- Audience Demographic
- Go to Fan Page
- Yahoo Clues
- Google insights
- Page by Page mapping
- Depth of Navigation
- Categories and internal linking
- Themed verticals
- Silos - Keep like things together
- URL directory structure - Page titles and keepwords
- Understand your audience behavior
- Group brainstorm
- Ease the users pain
- Content Creation
- Make a plan
- Twitter Loves Questions - Why? What? When?
- Start asking questions
- /Blog Post Title Length - shorter titles get more tweets
- Link dex
- Blog links to interesting events
- Email is still great way for social
- Inspire Trust
- content
- media
- awards and certificates
- association
- Authors creditability
- Authors Bios
- Authors accomplishments
- Authoritative site
- Where your peers to go to
- Where content is king
- Syndication and guest posting
Not sure where this came up but really cool tool for content -- Textbroker.com
- To get links here are some unique ideas
- Buy Websites and you can place your links on these web sites
- Go to Flippa.com to buy sites
- If you can, buy your competition sites
- Do a key word search on your topic and look on page 2 and 3 make an offer to buy the site.
- When buying a site and if the alexa score is not 300,000 or less, then don't buy.
- page rank does not mean much
- Forum for links
- Site buy price. Look at how many back links the site has and offer $10 per back link.
- Look at my link directory and prune it
- Get ride of bad links
- Get ride of links that are not recipricating
- Get ride of bad pages
God Bless,
John
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