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SEO - Blog _ Feed Search SEO Powered By Docstoc
					Blog & Feed Search SEO

© 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Optimizing for Blog & Feed Engines
 Yahoo News & Blog Search
– Sorted by relevance. Only top 4 get onto News SERPs

 Google Blog Search
– Sorted by relevance. No way to submit. Only a matter of time before it ends up in the “One Box”

 Technorati
– Sorted by date. Tagged posts featured in sidebar.

 Feedster
– Sorted by date.

 PubSub
– No immediate SERPs. Delivered only in RSS.
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Optimizing Your Feeds
         Full text, not summaries 20 or MORE items (not just 10) Multiple feeds (by category, latest comments, comments by post) Keyword-rich item <title> Your brand name in the item <title> Your most important keyword in the site <title> container Compelling site <description> Don’t put tracking codes into the URLs (e.g. &source=rss) An RSS feed that contains enclosures (i.e. podcasts) can get into additional RSS directories & engines
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com

Slashdot headlines syndicated on Nanodot.org sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Optimizing Your Blog
 Rejig your internal hierarchical linking structure
– – – – Tag clouds & tag pages (e.g. UltimateTagWarrior plugin) Related Posts (e.g. Contextual Related Posts plugin) Top 10 posts Next & Previous posts

 Build inbound links
– Add Technorati tags to your posts (must claim your blog first) – Get onto bloggers’ blogrolls – Trackbacks & comments won’t help with link gain
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Tags point to Technorati tag pages Tags point to internal tag sspencer@netconcepts.com pages

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com

This tag page contains post content

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

This tag page contains no post content

No tag cloud on sub pages

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Optimizing Your Blog
 Title tags
– Blog name at the end of the title, not at the beginning – Tag name should go in title on a tag page – Customize with additional keywords for display only on your home page – Override title tags w/ custom one (“SEO Title Tag” plugin)

 URLs
– Rewrite to contain keywords, hyphens not underscores – 301 redirect from yourblog.com to www.yourblog.com – Maintain legacy URLs even after switching blog platforms
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com

#8 for “web marketing blog” after creating a custom title for the home page sspencer@netconcepts.com

Great name for the blog!

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

“SEO Title Tag” plugin for WordPress
 Free & open source  Allows you to override the title tag with a custom one (defined through a custom field in a post or a page)  Allows you to define a custom home page title  Reverses the order of the blog name and the title, or drop the blog name altogether, or replace it with a shorter nickname  Puts the tag in the title of (UltimateTagWarrior) tag pages  Uses category’s description as the title on category pages  Has an Options page in the admin to change settings  Download at www.netconcepts.com/seo-title-tag-plugin.htm
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Optimizing Your Blog
 Anchor text
– Make the post’s title a link to the permalink page – Use Neat-o tool (webuildpages.com/neat-o) to look for opportunities to request revisions to anchor text on inbound links – Internally link back to old, relevant posts within the body of a blog post. Don’t use “here” or “previously” etc. as the anchor text!

 Heading tags
– category name on category page – Yes for post titles, no for dates!

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Neat-o tool

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Post title is anchor text

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Optimizing Your Blog
 “Sticky” posts
– Always appear at the top of the page – A way to add keyword-rich intro copy to a category page or tag page – e.g. Adhesive plugin

 Author profile pages & author links (for group blogs)

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Sticky post

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Author profile

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Optimizing Your Blog
 Emphasis tags within posts (bold, strong, etc.)  Rel=Nofollow
– All links in trackbacks, comments, and in posts where you don’t vouch for the site – Where the link would be reciprocal

 Pings
– Lets the feed search engines know you’ve updated – pingomatic.com, pingoat.com, pings.ws, feedshot.com
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Blog SEO
 It’s child’s play!

My daughter, SEO-in-training

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

#10 for “neopet cheats” within 2 weeks, and with only 1 link!
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

More Gritty Details about RSS
     1-click subscribe buttons “Add to My Yahoo” link in SERPs Tracking Customization Link gain

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Make It Easy to Subscribe
 1-click add to your favorite aggregator
– “Add to ____” buttons – Link tags for autodiscovery
• e.g. <link rel="alternate" type="application/atom+xml" title="Atom 0.3" href="http://feeds.stephanspencer.com/scatterings" />

– Make your listings in the Yahoo! SERPs display the “Add to My Yahoo!” link

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

“Add to My Yahoo!” link in SERPs
 Add your feed to your My Yahoo! Page  Ping Yahoo! with your updates
– e.g. http://api.my.yahoo.com/rss/ping? u=http://www.whatever.com/rss) – Or just use Pingomatic

 More info at
– http://my.yahoo.com/s/publishers .html
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Track Subscriber Behavior
 Subscribers from User-Agent field in log files
– e.g. User-Agent: Bloglines 2.0 (182 Subscribers)

 Reads through “web bugs”
– e.g. <img src="http:www.company.com/cp/.5424Cafaa903cf09ecafb23 1662ca053c4c56” border=0 size=1 width=1>

 Clickthroughs through clicktracked URLs
– e.g. http://www.company.com/rss.php? 88288Cafaa903cf09ecafb231662ca053c4c56
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Personalized/Customized Feeds
 Best practice for users
– Subscription form with interests tickboxes – Allow the user to stay anonymous if they so choose – Give them the option of subscribing via RSS, or email, or both

 Personalized feeds not ideal from an SEO standpoint
– Because you’re not reinforcing the same items across multiple sites. – Offer standardized feeds for your affiliates, other webmasters. Make keyword-rich as a value-add.

CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Subscribe to a feed personalized to you
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Capture the Link Gain
 Encourage links through RSS directories/engines submission (www.masternewmedia.org/rss/top55/), trackbacks, pings (Technorati, Pingomatic,…),  Clicktrack your links and pass the link gain
– 301 (“permanent”) redirect, not 302, or link gain may not flow – Most ads and affiliate links suffer this fate – Warning: Feedburner use 302, not 301

 Pay attention to each item title; it’ll become link text  Keep your RSS feed URL at your own domain
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com

Taking It Further
 Great ebook: Unleash the Marketing & Publishing Power of RSS (Marketingstudies.net)  MarketingProfs.com’ Thought Leaders Summit on blogs for marketing
– email me for a free copy of the executive summary, podcast, and transcript: sspencer@netconcepts.com

 Download the Powerpoint from
– http://www.netconcepts.com/learn/blog-feed-search-seo.ppt
CONFIDENTIAL © 2006 Stephan M Spencer Netconcepts www.netconcepts.com sspencer@netconcepts.com


				
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