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the SeO hANDBOOKFrOm the mAKerS OF

In 164 packed pages, we show you how to get to the top of Google. From making your site

load faster and climbing the rankings to the latest SEO tricks and techniques, this handbook

contains everything you need to know to become a master of SEO. You’ll also learn all about

Analytics – from a wide range of industry experts and Google itself – and key marketing techniques

to drive your site or business to the top of the world’s favourite search engine.

The SEO Handbook

Visit www.myfavouritemagazines.co.uk/design for more information

Google’s guide to Analytics

INSIDER TIPS Google reveals how to best use Analytics to measure your business

HANDBOOK

THE

Don’t get blacklistedESSENTIAL! The 10 SEO ‘techniques’ that will get you in trouble with Google

Make your sites load fasterSTEP-BY-STEP Give your sites a performance boost and climb up the rankings

Get to the top of 164 pages of expert tutorials, tips and tricks

Top search tips from the pros

PLUS Unmissable advice in marketing, social and content strategy

CBZ92 2013 PRINTED IN THE UK £14.99

Contents The SEO Handbook

Getting started in SEO30 best new SEO toolsBuild the perfect toolkit for SEO 8

Top SEO mythsTen SEO myths destroyed 14

Search marketing trendsTop fi ve trends for 2013 18

20 best Drupal modulesA SEO toolkit for Drupal 20

Localising contentImprove rankings and traffi c 22

Post-Penguin SEO tipsFive restoration tips 23

Blacklisted tricksSEO tricks that get you backlisted 24

SEO for startupsA primer on SEO for startups 26

Contents

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Page 30

Page 8

Interview: Danny SullivanOn how search is evolving… 30

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Features and insight

Get to the top of GoogleBryson Meunier has the details 34

Reduce your bounce rateKeep your visitors longer 42

Google's Analytics guideThe insider's guide to Analytics 46

Optimise for mobileTwelve mobile techniques 54

Master mobile navigationContent for mobile devices 60

Understand your audienceTechniques to understand users 68

Beat Google link penaltiesTop techniques to tackle penalties 72

Content strategy in-depthSandi Wassmer's content series 76

Interview: Karen McGraneThe content strategist in profile 90

Contents

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Page 90 Page 76

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Contents The SEO Handbook

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Black hats were used to identify the bad guys in old Wild West movies. When it comes to search engine optimisation (SEO), the term is also associated with unethical cowboys. The white hats

were the good guys in Westerns, just as they are in SEO. Search Engine Law. The web has a sheriff. He’s big, he’s mean and he’s

quick-on-the-draw. His name is Google and if he was a character in a Western he’d be played by John Wayne. Sheriff Google keeps the internet frontier safe for law-abiding citizens and white hat content creators alike.

While white hat websites work within the law, search engines are locked in an ever-escalating shoot-out with black hat practitioners. Internet users get caught in the crossfire on a regular basis; unable to differentiate between reputable sites and those with harmful, spam-filled content.

This guide describes the best ways to get on sheriff Google’s bad side ...

Bad medicine1) Keyword stuffing is bad medicine. Proper keyword use is not the concern of this article, so for now we’ll focus only on the improper kind. Keyword overuse leads to synonym underuse, and makes for content that’s inaccessible to the average human user. Though people might not be able to read your content, search engine robots still will. Oversaturated pages will get you penalised.

The average safe density of keywords should be between two and eight per cent of your total word count. When creating copy you should think of your audience, not of your page ranking.

2) Hidden text is invisible to human eyes. Keywords or links can be camouflaged by colour-matching text to background leaving them unreadable to human visitors, but perfectly readable to search engine bots.

More complex methods employ cascading style sheets (CSS) or layering to hide text beneath surface copy. Such text is also readable to a search engine

spider and not a human user. Black hat operatives attempt to fill their sites with hidden content for the express purpose of achieving higher rankings in search lists, regardless of whether their pages are relevant to a user’s initial search request. Google law basically states that you should build your website for users, not for search engines. Ignoring this advice by including hidden text or links is one of the quickest ways to get your site blacklist bound.

3) Doorway/gateway/bridge/portal pages are created specifically for search engine bots. They are designed to target particular keywords or phrases and will usually be extremely user-unfriendly and/or difficult to read. Because they are simple devices used to trick people towards actual websites, they rarely contain anything useful (other than any prominent CLICK HERE links through to the real destinations). Black hat webmasters create portal or bridge pages that bypass the need to click on a link completely, using fast meta refresh commands that whisk you to another site (without so much as a by-your-leave). For this reason, many search engines now refuse to accept pages that use fast meta refresh.

4) Cloaking can be achieved either through IP address delivery or agent delivery. As with people, bots are identified by their user agent or their IP addresses. Two sets of content are created, one delivered to the Google-bot, the other to human visitors. The bot is deceived by the fake pages (the content of which is usually saturated with targeted keywords) and grants the website a higher relevancy ranking. When the user clicks on what they perceive to be a promising link, they’re promptly forwarded to a browser page that’s nothing to do with their original search.

5) Mirror websites are two or more separate sites that use identical content, but employ different keywords and meta tags to obtain rankings on

Glenn Alan Jacobs, managing director of consultancy SpeedySEO, rounds up the top 10 SEO tips you should never follow…

Google SEO tricks that will get you blacklisted

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“When attached backlinks to blog or forum posts, you should always keep your content relevant" Glenn Alan Jacobs

alternative searches. This technique violates the rules of many search engines, and will probably get one or all of your mirrored sites banned.

Bad neighbourhoods6) Link farms, specifically free-for-all link farms (FFAs), are to be avoided like the plague. When Google inevitably identifies an FFA link farm as a 'bad neighbourhood', it will infect also any linked pages and eventually deflate their values.

Link scheme participants obtain links from farm sites in exchange for fees or backlinks, but in either case it’s almost certainly an unsound investment.

7) Independent Backlinking Networks (IBLNs) are an entirely different kettle of fish. Black hatters with cash to burn and time to waste might choose to use IBLNs. A network of sites are set up solely to provide backlinks to the pages you wish to promote, in such a way as to increase your standing in

search engine rankings. The process is costly as well as time consuming and, if Google finds out, can lead to you getting your entire network dropped from the index (including the site that you’re optimising).

8) Backlink generation is a good thing. However, generating backlinks too quickly is a bad thing. A new website that suddenly surfaces with an inordinate number of backlinks looks suspicious, and spamming will be suspected by Google. Therefore, you should build backlinks at a natural pace to avoid incurring penalties.

When attaching backlinks to blog or forum posts, you should always keep your content relevant and attempt to bring something to the conversation. If you don’t do this, you will be recognised as the spammer you are and rightfully punished.

9) Scraper sites are the online equivalent of a chop-shop. They are spam websites that steal existing content using web scraping, often to generate advertising revenue or to manipulate search engine ranks. Web scraping works in a similar way to web indexing, which is the process employed by most search engines to create ranking lists.

Unscrupulous black hat webmasters use scraping to gather content, before repackaging it for their own purposes. Using someone else’s content (even open content) can constitute copyright violation if you fail to adequately reference it.

10) Phishing pages are (according to Google) “a page designed to look like another page in an attempt to steal users’ personal information”. The reasons why phishing will get you blacklisted should be obvious, so don’t even think about doing it. l

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Simplify pages

Defer resources

As mobile use is poised to overtake desktop use within the next year, there’s a serious disconnect between

users’ performance expectations and performance reality. Three out of four mobile users say they’re willing to wait five seconds or less for a page to load (Gomez, 2011), yet a recent survey of top ecommerce sites found that the average site took 8.9 seconds to load over an LTE network and 11.5 seconds over 3G (Strangeloop Networks, 2012).

Site owners have tried to offset this disconnect by offering mobile-only versions of their websites, with limited success. Up to one third of mobile users will opt to visit the full site when given the option. Shoppers who stay on the mobile site generate less revenue than those who visit the full site: just 14 per cent compared to 79 per cent generated by mobile shoppers on the full site, and seven per cent via the mobile app (Strangeloop Networks, 2011).

Clearly, the onus is on site owners to ensure a speedy user experience across the board, despite performance constraints that are outside their control, such as inconsistent networks and low-powered devices.

Five performance culpritsTo understand how to fix performance, first you understand the five primary performance culprits:

● Too many connections● Too many bytes● Too many server round trips● Poor resource caching in the browser● Third-party calls (marketing tags, analytics, ads)

These aren’t just mobile problems. Desktop users suffer, too. But the impact on mobile is felt much more deeply. While many of the solutions outlined in this article are good practices for any site served to desktop and mobile, some are unique (and hard-won) solutions developed specifically for mobile. All will deliver significant benefit to mobile visitors.

From keepalives to HTTP compression, follow Joshua Bixby’s 12 mobile techniques to make your mobile site 70 per cent faster

Optimise your site for mobile

Features Optimise your site for mobile

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User experience expert and content strategist Karen McGrane is a self-confessed ‘systems person’. She chats to Martin Cooper about Google Glass, lightning Martin Cooper about Google Glass, lightning Martin Cooperstrikes and the rarity of using the web industry’s front door

“Can you imagine if the ship’s computer in Star Trek was like ‘open tag, b, close tag?’ That’s not the future! I want to

make the Star Trek computer work really well. That’s my goal in life!” And that pretty much sets the tone for our chat with Karen McGrane.

A renowned speaker, author and practitioner in the field of content strategy, Karen is a high-voltage geek. What’s more, she has an utterly infectious love of technology and the web.

In the space of just over 30 minutes she laughs, waves and gallops through a truly amazing menu of technologies. One minute she’s talking Star Trek, the next Bletchley Park. Moments later she’s charged through speech recognition, Solaris workstations, punched cards, VAX, Apple, Gutenberg’s Press and AOL. It’s like being led at warp speed through the world’s biggest tech museum by the world’s most excitable guide.

“Google Glass? No I haven’t tried it,” she grins. “I think it’s going to be the Segway of mobile.”

Such quickfire quips come at you with complete spontaneity. It’s not for comedic effect, though. Every point she throws out there ties elegantly into her lifelong passions for information architecture and content strategy.

As such, she completes her take on Google Glass thus: “Looking at some of the UI guidelines and the publishing specs they released a couple of weeks ago, they’re going to give you these HTML templates and you’re going to funnel your content into them. Great! Is your content going to be structured to render appropriately on those screens? I’m not suggesting we all go out and restructure our content for Google Glass. What I am saying is: if you have that underlying content already, great! You’re better set up for the future.”

Bolt from the blueSo does McGrane believe that there’s a secret to content strategy?

“The idea that content is being published out of a database and it can go anywhere … [adaptive content] is a massive transformation,” she says. “You know, so much of what we do is trying to make the web behave like print. Content strategy is really helping the world understand what makes the web different from print and how we fully take advantage of this new medium. It’s exciting! It’s Gutenberg-level stuff.”

With that cleared up, we move to more biographical pastures: McGrane works as an

independent consultant and has been running her own company since 2006.

“I focus on assisting companies that need help with mobile, of which there are many,” she explains. “I work from home – it’s delightful. I’d say I’m in New York two weeks out of every month. Beyond that I do quite a bit of client travel and conference speaking.”

A decade before starting up her business, McGrane can recall first hearing the words ‘information architecture’ – which in effect, she says, kickstarted her career.

“It was in 1996. It was like I was hit by a lightning bolt,” she reminisces. “What I loved about it was the idea that it [information architecture] combined the linguistic with the categorical, the structural nature of findability with the physical, and the tactile with the look and feel side of design. It was right there in the name: information architecture.”

So after this epiphany, did McGrane follow the self-taught pathway, or go seeking more traditional training? “It’s kind of a truism in this industry: everybody started out doing something else and came in through a side entrance,” she says. “I’m one of the rare birds who came in right through the front door and I have never done anything else. I have a graduate degree in technical communication and human computer interaction from Rensselaer Polytechnic Institute. It’s an engineering school in upstate New York. Essentially, I have a graduate degree in being a UX designer, with a focus on information architecture and content strategy.”P

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”I can’t even ride anelevator without tryingto work out the logic” Karen McGrane http://karenmcgrane.com

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Search

Web pro Semantic search

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One of the hardest things for most website optimisers to come to grips with is the idea of using ‘Semantics’

when optimising their pages. In normal everyday conversation we all skip

over the details of what other people say and assume that they mean one thing when they actually say another.

Semantic search tries to understand the searcher’s intent and the meaning of the query rather than parsing through keywords like a dictionary. Currently the search engines give you results based solely on the text and the keywords that you put in that search. Essentially, they give you their best guess.

Semantic search will dive into the relationship between those words, how they work together, and attempt to understand what they mean.

When people search, they aim to answer a question. They just search in the truncated version of that question. So far keyword research has been largely data-driven around the popularity of the keywords/phrases in their question. Keyword research in semantic search focuses on what that person actually means when searching for that keyword.

What could people mean they search “Car?”

1 What is a car? 2 Where can I buy a new car? used car? 3 How do I drive a car? 4 What are the latest cars?

Anyone optimising their website for specific keywords needs to ask: “What is the searcher looking for when they type in this keyword?”

When the answer is many different things, then you know your conversion rate will be very low because a lot of the people searching for that keyword were never looking for your product. But when the answer to this question is clear and simple, you know your click through rate and conversion rate will be extremely high.

For example, if I’m optimising for Europcar (www.europcar.co.uk), I know that the keyword “Audi car rental London” will receive a high click through rate and a high conversion rate because that is exactly what Europcar does.

So, to improve your sales, think about what your visitors mean rather than what they say.

David Deutsch is CEO at New Epic Media

The purpose of the Penguin update, is to develop a better means of determining relevancy for every search. By recognising organic content, ‘real’ sites get rewards – affirming the golden rule of SEO: content is king.

The importance of unique visits to your sites and people going places knowing what they want and how they can get it

from you, resulting in a low bounce rate, goes beyond any SEO-related shortcut.

The time to look into branding your business and getting people to know it on a first name basis couldn’t be more critical. Much like Panda, getting around the Penguin update isn’t about finding new rabbits to pull out of the black hat of SEO. Businesses that

have people coming to them are beginning to rank above those who just specialise in spamming. This is more of a return to the old school.

Organic traffic showcasing users who go to your site and stay on your site, and exposure from links generated by users other than yourself, will always create for smoother sailing for your business. This

has proven true even before the Pandas and Penguins were let out of the zoo.

The top listings on the Google index mark the World Champion of that specific industry. You can try to do what you want behind the referee’s back, but a true champion will have to punch their way to the top like Pacquaio. May the better business, get the best business.

Expert advice Name Christian Bauman Job title Content manager Company SEO Brand URL www.seobrand.com

How to… Better your business for better SEO

Google’s Penguin update has seen the use of traditional SEO shortcuts take a huge hit. Originally, when search engines were just beginning to take off, you could

Good examples of semantics

Name Siri URL http://netm.ag/siri-230 Info Talk to Siri as you would to a person. Say something like, “Tell my wife I’m running late”, “Remind me to call the vet” or “Do I need an umbrella? and Siri answers you. This is a perfect example of semantics. Use it to optimise your site!

Name Search

Engine Land URL http://searchengineland.com/library/google/google-penguin-updateGreat article collection on the latest Google Update. Name SEOmoz URL http://moz.com/blog/how-wpmuorg-recovered-from-the-penguin-update Info An article about how to recover from the Penguin update.

Recommended…

Semantic search

simply hammer in the right keywords and generate loads of backlink traffic for your website, ranking above others regardless of the quality of the service on offer.

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Web pro 15 post-Penguin backlink tips

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The Penguin update is one of the most significant Google algorithm updates I have seen in my career to date. The

update focused on off-page optimisation aka link building, and was code named Penguin. It is one of the first updates I have seen that has affected some of the top agencies and practitioners who traditionally have been untouched for many years by Google updates.

For a number of years it had been possible (and sometimes surprisingly easy!) for sites to rank well using high volumes of low quality links and anchor text optimisation.

This backlink profile checklist is designed to help identify low quality links that may be pointing to your website, and help you to make informed decisions about the quality of websites that link to your site. I would recommend you gain a good knowledge of your backlink profile before trying to remove any bad backlinks:

01 Is the linking site reasonably well designed? 02 Is the content of the site high quality and

grammatically correct? 03 Are you happy having your brand associated

with this website? 04 Does the domain have any traffic at all when

reviewing in Alexa, Compete.com or any similar services?

05 Is the domain (or at least the page) relevant to your website? Relevant, high quality, industry blogs with traffic seem to be the safest links to build since Google Penguin.

06 Is the link sitewide? If so, it's probably best to be branded (for instance, does it have the company or website name?), and make sure you don’t have too many sitewide links, especially if part of an exchange, network or if they have been paid as these are all against Google Webmaster Guidelines.

07 Is the site indexed? Simply Google “site:example.com” and check that there are pages indexed.

08 What is the PageRank of the website’s

homepage? If there are a lot of links pointing to the domain, but the homepage has a PageRank of zero, there could be a penalty on the website. Sites that don’t have any pages indexed are exactly the kind of links you need to be really careful of.

09 If you aren’t sure about the quality of the link, make sure it links to a deep page to prevent a penalty on the homepage.

10 Does Googling site:example “viagra” return any results? If so it is often a red flag that the site has been spammed, and as a result, links are less likely to pass any value to your website.

11 Are there many domains hosted on the same server? This can sometimes also be a red flag. Using this tool (www.yougetsignal.com/tools/web-sites-on-web-server) can help you to identify lower quality websites if there are many hosted on the same address.

12 Emerging search engines like DuckDuckGo (https://duckduckgo.com) do a fantastic job at helping you find higher quality link prospects.

13 If you are trying to remove low quality links, save and screengrab emails to webmasters. This can be used as evidence to major search engines that you are trying to improve the quality of your backlink profile.

14 Start to consider authorship (Google+ and linked social accounts) as a quality signal for your backlink profile. You can bet your ass that Google is!

15 Consider backlinks and social signals together as a ratio. Are you in an industry with a lot of social activity? If so, you should be attracting both links and social engagement. Not doing so will also appear unnatural.

Useful SEO resources

Name You Get Signal URL www.yougetsignal.com/tools/web-sites-on-web-server Info A reverse IP domain check takes a domain name or IP address pointing to a web server and searches for other sites known to be hosted on that same web server.

Name Google Conversion Optimizer URL http://netm.ag/googleoptimiser-246 Info A fantastic tool for increasing the performance of your landing pages and your keywords.

Name Maxymiser URL www.maxymiser.com/landing-page-optimization Info If you want a more robust A/B testing software to use, then Maxymiser is a fantastic service and software that will increase the performance of your website by some way.

15 post-Penguinbacklink tips

Expert Advice

Name Stephen Lock Job title Former SEO product marketing manager Company Analytics SEO URL www.analyticsseo.com

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10 things you may have missed The SEO Handbook

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01 DON'T PAY FOR LINK BUILDINGWhat happens when you pay an ‘SEO firm’

to link build for you? More often than not, it will spam other websites on your behalf with automated tools. It’s a selfish tactic – you’re receiving negligible (if any at all) benefits at the expense of honest webmasters’ time – and they have to clean it up off their sites.This and more SEO tips for startups on page 26

03 RESPONSIVELY RETROFITTING OLDER SITES

Most of us probably agree that the web is never really done. The real-time nature of the beast is what makes our medium unique, yet we often choose File > New over a steady evolution of our sites. The truth is that we do not always get to start over.Ben Callahan on the first steps towards better small-screen experiences. See page 124

04 FASTER LOADING SITESOne of the first things to look at is the size

of your HTML code. This is probably one of the most overlooked areas, perhaps because people assume it’s no longer so relevant with modern broadband connections. Some contentmanagement systems are fairly liberal with the amount they churn out – one reason why it can be better to handcraft your own sites.Tom Gullen shows you how to make your sites load ultra-quick. See page 110

05 A GOOD CONTENT STRATEGYYou know, so much of what we do [as an

industry] is trying to make the web behave like print. Content strategy is really helping the world understand what makes the web different from print and how we fully take advantage of this new medium. It’s very exciting! It’s Gutenberg-level stuff.Check out more of Karen McGrane's content strategy advice in our interview on page 90

06 STRAIGHT FROM THE SOURCETo meet the growing needs of businesses,

Google Analytics (www.google.co.uk/analytics)

has changed from a web analytics solution to a business measurement platform. From websites to mobile apps, as well as for almost any other internet-connected device, you can use Google Analytics to measure your entire business.Measure your business's success with Google's own guide to Analytics on page 46

07 FORGET THE CHEAP SUITSIn cutting out the garbage, we start to see

what SEO is really good for (and has always been good for): connecting relevant content with relevant searchers, and making content discoverable through accessibility and marketing. For those of you who still think of SEOs as greasy algorithm-chasers in cheap suits or parents’ basements, consider the new reality.Get to the top of Google with our feature on page 34

08 GOOGLE DOESN'T ENDORSE SEO COMPANIES

Put simply, if you’re dealing with a firm who make any allusion that they’re “endorsed” or “approved” by Google for optimisation purposes, it’s likely they’re a fraud. The reality is that Google

does not endorse any SEO company. However, Google does have Analytics and AdWords certification, so providers in these areas can take tests for accreditation. This and other SEO myths debunked by Mark Buckingham on page 14

09 CONSTANT CHANGESearch is the second most important thing

we do on the web, after email. And it continues to reshape itself every few months. [...] You simply can’t say: ‘Oh, I understand it all, I’m done, there’s nothing more to read here.’ Because three months later you’re having to rewrite everything.Danny Sullivan on the evolution of SEO. Read the interview on page 30

10 HAVE PATIENCEBuilding an effective presence on social

media takes time, effort and patience. In the same way that you can’t rush new friendships offline, it’s virtually impossible to speed up the formation of your online community artificially.Katie Moffat on why social marketing takes time on page 158

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BOUNCE RATEA website with a high bounce rate from

good quality traffic sources is an indicator that the website isn’t performing up to its

visitors’ expectations.Reduce your bounce rate with our expert

guide beginning on page 42

02

Subscribe to .net and save up to 40%! See pages 52 and 67 for details

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