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

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Class 6 of Inbound Marketing University: …

Class 6 of Inbound Marketing University:

Advanced SEO Tactics: On Beyond Keyword Research (GF401)

Presented by Rand Fishkin, SEOmoz

Published in: Business, Technology
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  • 1. Advanced SEO Tactics: On Beyond Keyword Research (GF401) Professor: Rand Fishkin , SEOmoz
  • 2. Beyond Keyword Research: Advanced SEO Tactics Rand Fishkin – June 2009
  • 3. Expert Opinion: Search Ranking Factors Survey Answered by 70 Top SEOs Worldwide
  • 4. Data Correlations: SEOmoz Research on Several Hundred Search Result Sets Conducted Feb-May 2009
  • 5. Google's Ranking Algorithm
  • 6. Expert Opinion: Relative Importance of Algo Components in Google
  • 7. Correlation Data: Relative Importance of Algo Components in Google
  • 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. Keyword Usage
  • 10. Expert Opinion
  • 11. Expert Opinion
  • 12. Correlations
  • 13. Correlations Importance of KW Usage in Various Parts of the URL
  • 14. Correlations Importance of KW Usage Positions of the Title Tag
  • 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. Non-Link Factors
  • 17. Expert Opinion
  • 18. Expert Opinion
  • 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. Importance of Link Metrics
  • 21. Expert Opinion
  • 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
  • 25. Consideration of Subdomains vs. Root Domains
  • 26.  
  • 27. Importance of Link Popularity Features on Root Domains, Subdomains & Pages
  • 28. Takeaways: Subdomains likely DO NOT inherit all of the ranking benefits of the Root Domain, but neither are they completely separate entities.
  • 29. Geographic Ranking Factors For Country-Specific Targeting
  • 30.  
  • 31.  
  • 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
  • 33. Future of Ranking Signals
  • 34.  
  • 35. Tactical Advice
  • 36. Site Architecture Tactics
  • 37. Imitating the Ideal Link Structure
  • 38. The PageRank Pyramid
  • 39. Using the Pyramid on Real Sites
  • 40. New Rules for Link Sculpting
  • 41. New Rules for Link Sculpting
  • 42. New Rules for Link Sculpting
  • 43. Content Tactics
  • 44.
    • Keyword Usage
    • Unique Content
    • Provides Value to Visitors
    • Relevant to Query
    • Blah Blah Blah...
  • 45. “ Great” Content is Useless Unless...
  • 46. It Makes People Link
  • 47. #1 – Target the Linkerati
  • 48. #2 – Leverage Emotions that Make Us Link
  • 49. Link Building Tactics
  • 50. What the Experts Like:
  • 51. What the Experts Like:
  • 52. What the Experts Like:
  • 53. What the Experts Like:
  • 54. Recommended Reading
  • 55.
    • www.seomoz.org/blog
    • www.searchengineland.com
    • www.seobook.com/blog
    • www.seroundtable.com
    • www.mattcutts.com/blog
    • www.distilled.co.uk/blog
    • www.searchenginejournal.com
  • 56. Email: Rand@SEOmoz.org

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