Advanced SEO Tactics: On Beyond  Keyword Research (GF401) Professor:  Rand Fishkin ,  SEOmoz
Beyond Keyword Research: Advanced SEO Tactics Rand Fishkin – June 2009
Expert Opinion: Search Ranking Factors Survey Answered by 70 Top SEOs Worldwide
Data Correlations: SEOmoz Research on Several Hundred Search Result Sets Conducted Feb-May 2009
Google's Ranking Algorithm
Expert Opinion: Relative Importance of Algo Components in Google
Correlation Data: Relative Importance of Algo Components in Google
Takeaways: Links, as they pertain to both the domain and the individual page, are vastly superior in importance to the pag...
Keyword Usage
Expert Opinion
Expert Opinion
Correlations
Correlations Importance of KW Usage in Various Parts of the URL
Correlations Importance of KW Usage Positions of the Title Tag
Substantive Disagreement: H1 Tags (Low Correlation w/ Rankings) Alt Text (Higher Correlation w/ Rankings) Keyword in URL (...
Non-Link Factors
Expert Opinion
Expert Opinion
Takeaways: Substantive, Unique Content is Very Important W3C Validation Not Very Important Code to Text Ratio Not Very Imp...
Importance of Link Metrics
Expert Opinion
Correlation with Specific Metrics Across the Engines
 
Takeaways: PageRank may be important, but TBPR not a great predictor Domain Authority may be important, but metrics need w...
Consideration of Subdomains vs. Root Domains
 
Importance of Link Popularity Features on Root Domains, Subdomains & Pages
Takeaways: Subdomains likely DO NOT inherit all of the ranking benefits of the Root Domain, but neither are they completel...
Geographic Ranking Factors For Country-Specific Targeting
 
 
Takeaways: 1) Country TLD 2) Language 3) Links 4) Host IP Address 5) Manual Review 6) GG WM Tools Geographic Target Settin...
Future of Ranking Signals
 
Tactical Advice
Site Architecture Tactics
Imitating the Ideal Link Structure
The PageRank Pyramid
Using the Pyramid on Real Sites
New Rules for Link Sculpting
New Rules for Link Sculpting
New Rules for Link Sculpting
Content Tactics
<ul><li>Keyword Usage </li></ul><ul><li>Unique Content </li></ul><ul><li>Provides Value to Visitors </li></ul><ul><li>Rele...
“ Great” Content is Useless Unless...
It Makes People Link
#1 – Target the Linkerati
#2 – Leverage Emotions that Make Us Link
Link Building Tactics
What the Experts Like:
What the Experts Like:
What the Experts Like:
What the Experts Like:
Recommended Reading
<ul><li>www.seomoz.org/blog  </li></ul><ul><li>www.searchengineland.com </li></ul><ul><li>www.seobook.com/blog </li></ul><...
Email: Rand@SEOmoz.org
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#6 IMU: Advanced SEO Tactics: On Beyond Keyword Research (GF401)

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Class 6 of Inbound Marketing University:

Advanced SEO Tactics: On Beyond Keyword Research (GF401)

Presented by Rand Fishkin, SEOmoz

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#6 IMU: Advanced SEO Tactics: On Beyond Keyword Research (GF401)

  1. 1. Advanced SEO Tactics: On Beyond Keyword Research (GF401) Professor: Rand Fishkin , SEOmoz
  2. 2. Beyond Keyword Research: Advanced SEO Tactics Rand Fishkin – June 2009
  3. 3. Expert Opinion: Search Ranking Factors Survey Answered by 70 Top SEOs Worldwide
  4. 4. Data Correlations: SEOmoz Research on Several Hundred Search Result Sets Conducted Feb-May 2009
  5. 5. Google's Ranking Algorithm
  6. 6. Expert Opinion: Relative Importance of Algo Components in Google
  7. 7. Correlation Data: Relative Importance of Algo Components in Google
  8. 8. Takeaways: Links, as they pertain to both the domain and the individual page, are vastly superior in importance to the page's content.
  9. 9. Keyword Usage
  10. 10. Expert Opinion
  11. 11. Expert Opinion
  12. 12. Correlations
  13. 13. Correlations Importance of KW Usage in Various Parts of the URL
  14. 14. Correlations Importance of KW Usage Positions of the Title Tag
  15. 15. Substantive Disagreement: H1 Tags (Low Correlation w/ Rankings) Alt Text (Higher Correlation w/ Rankings) Keyword in URL (Very High Correlation) Keyword Location (Data Says Closer is Much Better)
  16. 16. Non-Link Factors
  17. 17. Expert Opinion
  18. 18. Expert Opinion
  19. 19. Takeaways: Substantive, Unique Content is Very Important W3C Validation Not Very Important Code to Text Ratio Not Very Important Static URLs Somewhat Better Than Dynamic
  20. 20. Importance of Link Metrics
  21. 21. Expert Opinion
  22. 22. Correlation with Specific Metrics Across the Engines
  23. 24. Takeaways: PageRank may be important, but TBPR not a great predictor Domain Authority may be important, but metrics need work TrustRank concepts may be important, but metrics need work Domain Diversity may be more important than experts think
  24. 25. Consideration of Subdomains vs. Root Domains
  25. 27. Importance of Link Popularity Features on Root Domains, Subdomains & Pages
  26. 28. Takeaways: Subdomains likely DO NOT inherit all of the ranking benefits of the Root Domain, but neither are they completely separate entities.
  27. 29. Geographic Ranking Factors For Country-Specific Targeting
  28. 32. Takeaways: 1) Country TLD 2) Language 3) Links 4) Host IP Address 5) Manual Review 6) GG WM Tools Geographic Target Settings 7) Registration with Google Local
  29. 33. Future of Ranking Signals
  30. 35. Tactical Advice
  31. 36. Site Architecture Tactics
  32. 37. Imitating the Ideal Link Structure
  33. 38. The PageRank Pyramid
  34. 39. Using the Pyramid on Real Sites
  35. 40. New Rules for Link Sculpting
  36. 41. New Rules for Link Sculpting
  37. 42. New Rules for Link Sculpting
  38. 43. Content Tactics
  39. 44. <ul><li>Keyword Usage </li></ul><ul><li>Unique Content </li></ul><ul><li>Provides Value to Visitors </li></ul><ul><li>Relevant to Query </li></ul><ul><li>Blah Blah Blah... </li></ul>
  40. 45. “ Great” Content is Useless Unless...
  41. 46. It Makes People Link
  42. 47. #1 – Target the Linkerati
  43. 48. #2 – Leverage Emotions that Make Us Link
  44. 49. Link Building Tactics
  45. 50. What the Experts Like:
  46. 51. What the Experts Like:
  47. 52. What the Experts Like:
  48. 53. What the Experts Like:
  49. 54. Recommended Reading
  50. 55. <ul><li>www.seomoz.org/blog </li></ul><ul><li>www.searchengineland.com </li></ul><ul><li>www.seobook.com/blog </li></ul><ul><li>www.seroundtable.com </li></ul><ul><li>www.mattcutts.com/blog </li></ul><ul><li>www.distilled.co.uk/blog </li></ul><ul><li>www.searchenginejournal.com </li></ul>
  51. 56. Email: Rand@SEOmoz.org
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