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5 common mistakes in SEO (and 6 good ideas!)

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    I'm Maile Ohye.
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    I work at Google as a Developer
    Programs Tech Lead,
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    normally from our headquarters
    in Mountain View, California.
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    But today, I'm at home in San
    Francisco to talk about the
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    five most common mistakes I find in SEO.
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    Mistake number one is working on
    SEO before your site has a
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    value proposition.
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    Ask yourself, why would a user choose my
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    site and search results?
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    Let's say you have a site that promotes your offline
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    business, like a local bike repair shop.
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    What differentiates your business from your
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    competitors?
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    Are you a nonprofit organization?
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    Or perhaps you offer free estimates,
    a free demo, or
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    you're the oldest independent dealer in the city.
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    Or if you're an e-commerce site,
    what separates your site
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    from the others?
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    Do you have lower prices, free
    shipping, great customer
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    service, or better product
    descriptions?
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    Starting with a value
    proposition, simplifies SEO.
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    No matter where your site ranks in search results,
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    if you want to stay on top,
    searchers need a value prop to
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    click on your site, to come back and revisit your site,
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    and to recommend your site to their friends.
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    Start with a value prop, and
    then focus on a quality user
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    experience.
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    Let's move to mistake number two,
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    a segmented approach to SEO.
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    I call this the bento box
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    approach, because I'm Japanese.
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    And it's like your dinner plate, with every item
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    segmented and none of it working together.
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    It's great for your sushi and your salad.
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    It's not as great when there
    is no communication between
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    your marketing, bizdev, and SEO teams.
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    So mistake number two is
    about working on SEO in a silo.
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    A better, more holistic approach
    to SEO is to consider
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    the entire user experience,
    from marketing campaign all
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    the way to the actual conversion
    and potentially
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    repeat business.
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    Vanessa Fox, a consultant and
    author on search engine
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    strategy, wrote about this type
    of bento box approach
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    with respect to the Superbowl,
    when it's difficult for
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    companies to completely
    integrate their offline
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    television ads with their
    online SEO efforts.
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    She noted that a car company
    spent millions on TV ads to
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    lead users to a website,
    edityourown.com, where they
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    could then edit their
    own car video.
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    On Superbowl Sunday, this
    commercial probably not only
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    brought users to the website,
    but actually helped the query,
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    edityourown, to rank number
    36 on Google Hot Trends.
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    Now, imagine if this were your company.
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    As the SEO, you can't just focus
    on your regular keywords
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    that you do every day.
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    But you also need to integrate
    marketing campaigns and
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    optimize for the words "edityourown."
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    Mistake number three is putting effort into
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    time-consuming workarounds,
    rather than researching new
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    features or best practices that
    can simplify your tasks.
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    For example, for sites with paginated content,
    in the past
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    some webmasters tried the workaround of using
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    rel="canonical" on subsequent pages to their page one.
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    This unfortunately can cause a loss of
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    content in Google's index.
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    The good news is that there
    are new best practices.
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    We now support rel="next" and rel="prev" markup.
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    So your paginated article or
    product category is treated as
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    a single series, rather than
    having page rank diluted into
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    the various components.
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    Also in the past,
    to have several new or updated pages
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    crawled as quickly as possible,
    web masters might
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    have performed the lengthy task of updating their site
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    map with the new URLs,
    then uploading the new site map
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    file, and then submitting
    it to Google.
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    But in 2011, we expanded Webmaster Tools "Fetch as
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    Googlebot" so that, per week,
    you can submit up to 500 new
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    or updated URLs that you'd like to be crawled or up to 10
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    URLs that you'd like crawled,
    along with their linked pages.
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    When submitting through "Fetch
    as Gogglebot," most URLs are
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    crawled within 24 hours.
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    An easy way to stay in touch
    of new features and best
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    practices is to subscribe to
    the Webmaster Central Blog.
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    Now, while mistake number three
    is about time-consuming
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    workarounds, often because an
    SEO isn't as up to date,
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    mistake number four is along
    a similar spectrum.
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    But now it's getting caught in SEO trends.
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    In the early days of search engines,
    both webmasters and
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    search engines chased the user.
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    We were running the same race, get more users
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    to visit and convert.
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    Then, as the market matured,
    things went a little crazy.
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    It was as if this race split
    into two simultaneous races.
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    And rather than chasing users,
    some websites started chasing
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    search engine algorithms.
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    In over six years at Google,
    I've seen SEO trends take many
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    forms. Around 2005, SEOs lost
    focus and spent countless
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    hours editing their content
    for the optimal keyword
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    density, meaning key words per page.
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    Not a great use their time.
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    Instead, they could have better spent their time making
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    their content readable, compelling, and informative.
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    I'm sure you have a long list of tasks for your site.
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    Try to avoid the SEO trends, and instead prioritize the
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    tasks that will bring lasting value.
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    Finally, this brings us to mistake
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    number five, slow iteration.
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    At Google, we've been know to
    say that the main constant in
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    SEO is that it's constantly evolving.
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    The faster your team is able to iterate, the better.
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    A good recipe is to, one, define metrics for success.
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    Then two, implement improvements.
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    Next, measure the impact, and
    then create new improvements.
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    And then last, prioritize those improvements based on
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    the market and your team's personnel.
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    And then, of course, repeat.
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    The advantage to having an agile SEO
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    cycle is quite clear.
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    In 2009, we launched Rich Snippets.
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    Recipe or event sites that could iterate quickly and
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    implement the proper markup
    could now show much more
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    appealing search results.
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    The same was true of video sites that were able to
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    quickly create and submit video site maps.
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    Again, those who are agile could get the benefits.
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    Those are the five most common
    SEO mistakes that I find.
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    But now, let's cover good practices in SEO.
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    First, do something cool.
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    Have a value proposition that separates you from your
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    competitors.
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    Second, include relevant keywords in your copy.
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    There's no need to think about keyword density.
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    But make sure your content includes the keywords
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    people actually search for.
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    Three, be smart about your tags, title tags and
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    meta-description tags, and your site architecture.
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    Four, sign up for email forwarding in Webmaster Tools.
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    This allows important messages from Google, such as
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    notifications for crawl issues, to be forwarded
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    directly to the inbox you check regularly, whether
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    that's your work account inbox, Yahoo, or Gmail.
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    Five, attract buzz.
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    This helps bring natural links, great reviews, votes,
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    +1s, and follows.
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    And last, stay fresh
    and relevant.
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    Perhaps expand your reach to social media sites,
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    if that's a great place to reach your audience.
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    Or make sure your site is accessible on smartphones,
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    if your product is great on the go.
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    I hope this video helps you avoid the common SEO mistakes
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    and instead, focus on the good practices that can bring
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    lasting, positive benefits.
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    Thanks for watching.
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    [End]
Title:
5 common mistakes in SEO (and 6 good ideas!)
Description:

more » « less
Video Language:
English
Team:
Google Webmasters
Projekt:
WebmasterHelp
Duration:
08:41

English, British subtitles

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