SEO techniques in 2013

SEO tips for 2013

The new face of SEO – how SEO has changed?

SEO, post panda and penguin

ON – SITE OPTIMISATION
KEYWORD TARGETING
Target Specific Keywords
Target a very specific set of keywords predominantly based on high search volume.
Target a Wider range of Keywords
Target a wider range of keywords that are likely to convert. Focus on intent & data from PPC conversions.

USER EXPERIENCE
Design Separate from SEO
Onsite UX & Usability usually came AFTER a site had been optimized for search engines.
Almost no focus on mobile devices
Prior for 2011, site speed didn’t matter
User Experience is # 1 Priority
Avoid poor site engagement increase average time on site, pages per visit and reduce bounce rates. Title tags must still be optimized!
Responsive Design – think mobiles, think tablets
Page Load Times are important to users & rankings

ON – SITE CONTENT
Write Content for Search Engines
Write content targeted to search engines and high volume search phrases.
Write Compelling Content for your Audience
Write naturally sounding engaging content targeted to humans and not search engines. Focus on your target audiences.

Keyword Density
A target ‘keyword density’ was the basis of the creation of on – site content.
Keyword Density Not Overly Important
Refrain from being repetitive with keywords as it can be flagged as content.

Text Content Focus
On – site content used to be viewed as predominantly text content.
Content is Diverse
Content is multi – faceted. A lot of trough is put into Videos, Infographics, Internet memes, Documents (white papers), Podcasts, Presentations (slideshare).

Stuff Title tags with Keywords
Target Title tag and meta description with target keyword. They didn’t need to read well – so long as your keywords were present.
‘’SELL’’ your Content with your Title Tags
Create compelling: title & meta description tags View them as ‘adverts’ that SELL your content.

Microformat Content Markup
Google started parsing hCard microformat mark – ups in May 2009.
Schema.org & a more Semantic Web
Bing, Google and Yahoo! launched SCHEMA.org: Rich snippets Reviews, Recipes, Video Markups in June 2011. Hugely important to On – Page SEO

WRITERS & CONTENT AUTHORSHIP
Ghost Writers
Ghost writing was the order of the day – authors and though leaders were not rewarded with more search engine exposure.
Rel: Authorship
The Rel: Autorship tag is critical for publishers – it humanizes the search results and adds a layer of trust.

LINK BUILDING & OFF PAGE OPTIMISATION

OFF – SITE CONTENT

Outsource Copy-writing & Spin Content
Off – site content was outsourced offshore, Spun and submitted to low quality article submission sites.
Generate Highly Creative Sharable Content
Focus on highly professional & creative content from writers, video producers/ editors, infographic designers. Promote your content through social media. Target quality sites rather than quantity.

ANCHOR TEXT
Aggressive Exact – Match Anchor Text
Link building with exact match anchor text got great rankings.
Link Diversity & Brand Links
Link Diversity is key – backlinks should comprise of branded anchor text, long – tail or partial match anchor text and occasional ‘’noise’’ anchors e.g. ‘’click here’’.

DOMAIN SELECTION
Aggressive Exact – Match Anchor Text Link
Domains with primary keywords or Exact match domains were gold – they required minimal amount of link building to get great rankings.
Build a Long Lasting Brand!
It’s all about branding now – focus almost all efforts on building traction to the core domain of your brand. Search engines ate looking at social signals to determine brand domains. They are looking at LinkedIn (employees accounts), Facebook, Twitter and of course Google +.

BLOG LINKS
Blog Network Links Worked
Links from fake blogs or ‘flogs’, paid blog link, made for AdSense of ‘MFA’ sites and blog network got rankings.
High Quality Guest Blogging
High quality guest blogging along with social signals from a dedicated and active audience count as legitimate links

DIRECTORY SUBMISSIONS
Automated Directory Submissions
Mass duplicated and automated directory submissions to free, low quality directories with no review process were rife.
Manual Quality Checked Submissions
Manual submission to carefully selected industry and local directories. Directories should be typically paid and human reviewed. Best Results from uniquely written descriptions tailored to the audience of each directory.

PRESS RELEASES
Online PR – write & submit
Used primarily for back link generation, regardless of whether the release was actually newsworthy.
Strategic PR – back to REAL PR

PR backlinks barely count. Real PR matters and only newsworthy press releases should be launched. Creativity is key.

BLOG COMMENTS
Xrumer Automated Blog Commenting
Automatic software blog commenting software sometimes improved rankings.

Talk & Connect with Real People
Blog comments links have no impact on rankings. They are used for building relationships and for gaining direct traffic.

SOCIAL MEDIA
Links More Important than Social Media
Articles were submitted to Digg, StumbleUpomn, Reddit, Del.icio.us & Yahoo Buzz. Facebook & Twitter were still emerging.

Social Traction Correlates with Links
Social Media is the core content promotional channel, Google+, Twitter, Facebook, LinkedIn and Pinterest are the most important SM platforms to SEO.

SEO TEAM
OLD SEO TEAM: Technical SEO

  • Link Builder
  • Low Level Link Builder
  • Copywriter
  • Offshore Copywriter

 

NEW 2013 SEO TEAM: Technical SEO

  • Creative Link Builder & Link Bait Strategist
  • SepCial – Social Media SEO
  • Local SEO Specialist
  • International SEO Specialist
  • Expert Industry Specialist Copywriter
  • Video Editor
  • Conversion Rate Optimiser {CRO}
  • SEO Analyst – for Web Analyst
  • Infographic Designer
  • Graphic Designer

DEFINITION OF SEO
SEO MINDSET ‘’WORK IN A SILO’’
Search Engine Optimization (SEO) is a website promotion strategy, the goal of which is to get your site to appear at the top of search engine results under keywords or phrases appropriate to your business.
SCOTT FISH – SEO CHAT, 2006

The goal of SEO is to attract potential content that is targeted for the keywords the user is using in his or her search. A search engine is merely a tool used to reach your audience: high rankings aren’t the end goal, but a first step.
IBM – 2006

Search Engine Optimization means ensuring that your Web pages are accessible to search engines and are focused in ways that help improve the chances they will be found.
SEARCH ENGINEWATCH – 2007

SEO MINDSET “MULTI – DISCIPLINARY APPROACH”
Search Engine Optimization is a multidisciplinary activity that seeks to generate productive organic traffic from search engines via technically sound and connected sites by matching query intent with relevance and value.
AJ KOHN, 2012

SEO is about knowing some of the general principles that help a site or page to rank well in search engines. Building the best quality site that can with content that meets the need of readers (and as a result attracts links from other sites). I guess I’ve come to learn that when you build a high quality website that SEO tends to largely look after itself.
DARREN ROWSE – 2008