Alternative Discovery and SEO: PubCon Las Vegas 2008, Day 2

Nov 13, 2008 | 1,927 views | by Navneet Kaushal
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This session mainly focused on various optimization tools like Feeds, PDFs, and SEO Blog which, finally go on to improve a site ranking.


  • Joe Laratro


  • George Aspland, Founder & President, eVision, LLC
  • Greg Jarboe, President and co-founder, SEO-PR
  • Stephan Spencer, Founder & President, Netconcepts
  • Rick Klau, Strategic Partner Development, Google

Mr. George Aspland initiated the session by talking on various optimization techniques for PDFs in search engines. He suggested that to increase site's ranking and maximum click-throughs for pdfs, one needs to create active links within a pdf document. This method helps readers, going through the document, to visit your website and contact you online. The process also helps search engines to track-down your content and use them for further internal inking.

One needs to use a formatable text since, search engines like google can't read text from images. The content of a pdf document needs to be optimized as per the SEO best practices. Headline of the pdf document should be given special attention, as search engines create a list from the entire pdf document that are in bold. In the session, it was also suggested to rebuild old pdfs and update document titles. In case your document doesn't have a title, then google tries to extract text from the pdf and create the list. This method however isn't that helpful, as it won't attract user to click-through. At present, there are many applications available which help in creating titles for pdf documents. For instance, MS Word 2003 generally adds "Microsoft Word" to all untitled documents. This title then acts as a headline during the organic Google listing.

To improve click-through for your site which consists of pdf document, all their links need to be indexed and active hyperlinks should be added. To create active hyperlinks all you need to do is click on the Advanced option in the Acrobat document and then select Link option to Create Link. This procedure will convert any text or image into an active link. This technique helps search engines locate your site and think of ways to get other websites to link you.

The second speaker of the session was Greg Jarboe, who discussed various tips, tools, and techniques on non-traditional optimization, which can be applied for both indexing and ranking purposes. We all are aware of the fact that, GoogleNews often removes a month old content, at times, even corporate news gets dispersed as a Word Doc. In the session, he explained various ways for optimizing a Word Doc. Older the ranking of a website, the lesser would be its relevance. To avoid such situation try SEOSamba, which helps optimize website and create RSS feeds. This procedure would definitely help improve site's ranking.

Social networking sites like YouTube examine dozens of aspects, which also include hits and rating. Even YouTube videos counts is comparable to Yahoo! search count, they also shed light on the popularity of video search and YouTube. When we talk of Google's Universal search, it generally means the presence of blog posts, videos and other channels in the SERPs. The entire search process takes around 30% of the organic search results. Therefore, it becomes necessary to optimize even for that percentage.

Stephan Spencer was the nest speaker in the session. He mainly talked about his daughter's [famous] Neopets site. He also discussed some of the common SEO mistakes that bloggers make:

  • Title tags left to be auto-generated from the post name.
  • Undeserved pages being indexed by squander crawl equity.
  • Multiple homes for blogs (for example: http and http://www.)
  • Not applying WordPress feature like "optional excerpt" to minimize duplicate content.
  • Non-utilization of rel-nofollow to direct PageRank flow.
  • Over dependency on date base archives.
  • Unstable keyword focus especially on category and tag pages.
  • Sub-optimal URLs
  • Un-optimized RSS feed
  • Hosting blog/feed URLs on another's domain.
  • Usage of internal linking for suboptimal anchor text.

To override a title tag with a customized tag Plugin like SEO Title Tag can be used. It also permits "thin slicing," which refers to making quick decisions, without much thinking. If you are an SEO expert, the same concept can be applied by using the mass edit capabilities. To make a site keyword rich one can also use "Crank through".

The most common tactic is to use keywords as a title. One also needs to optimize URLs, as it has been proved that short URLs get twice clicked than the longer ones. One should also use sub domains, subdirectories, new domains as you tend to benefit from their domain authority. You should also optimize anchor text, create post's title linked to the permalink page. Mold your PageRank to decide where you want to send them. Do remember to minimize the duplicate content. Make sure to include optional excerpts" code in all your main index template except the permalink page. While writing content for any post make sure, they are unique. Try improving the keyword by focusing on heading tags, bold, strong, and sticky posts.

On following points an RSS feed can be optimized:

  • Complete text and not on summaries
  • Use 20 or more items instead of 10
  • Title need to be keyword rich
  • Use your brand name as a title
  • Apply the most crucial keyword in the title
  • Attractive site description
Alternative Discovery and SEO: PubCon Las Vegas 2008, Day 2, 5.0 out of 5 based on 1 rating
4.thumbnail Alternative Discovery and SEO: PubCon Las Vegas 2008, Day 2

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
4.thumbnail Alternative Discovery and SEO: PubCon Las Vegas 2008, Day 2
4.thumbnail Alternative Discovery and SEO: PubCon Las Vegas 2008, Day 2