SLIDE MASTER – COVERPAGESearch Engine Optimization:
Understanding the Engines & Building Successful Sites
Rand Fishkin – A...
SLIDE MASTER – COVERPAGE
Content in this Presentation
• The Search Landscape
• How Search Engines Work
• Building Accessib...
SLIDE MASTER – COVERPAGE
The Search Marketing Landscape
SLIDE MASTER – COVERPAGE
100 Billion Searches
Each Month!
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
Organic vs. Paid Search
Organic
Paid
SLIDE MASTER – COVERPAGE
Organic vs. Paid Search
90% of Clicks
10% of Clicks
SLIDE MASTER – COVERPAGE
Click-Through Rates
SLIDE MASTER – COVERPAGE
Vertical Search
SLIDE MASTER – COVERPAGE
Local Results
Probably doesn’t get traffic
like most “#1” results
Completely different ranking
al...
SLIDE MASTER – COVERPAGE
Image Results
SLIDE MASTER – COVERPAGE
Video Results
SLIDE MASTER – COVERPAGE
News & Blog Results
SLIDE MASTER – COVERPAGE
Shopping Results
SLIDE MASTER – COVERPAGE
Instant Answers
SLIDE MASTER – COVERPAGE
Instant Answers
SLIDE MASTER – COVERPAGE
Instant Answers
SLIDE MASTER – COVERPAGE
Instant Answers
News Results
Real Time Results
Local Results
Image Results
SLIDE MASTER – COVERPAGE
This Presentation Focuses on:
SLIDE MASTER – COVERPAGE
How Search Engines Work
SLIDE MASTER – COVERPAGE
Crawling & Indexing
Without links, the
engines might
never find this page
SLIDE MASTER – COVERPAGE
Calculating Query-Independent Metrics
Via www.opensiteexplorer.org
SLIDE MASTER – COVERPAGE
Many Domains vs. One Domain
VS.
SLIDE MASTER – COVERPAGE
Domain Authority
SLIDE MASTER – COVERPAGE
PageRank
SLIDE MASTER – COVERPAGE
The Flow of PageRank
SLIDE MASTER – COVERPAGE
PageRank is Split Evenly Between the
Links on a Page
SLIDE MASTER – COVERPAGE
PageRank is an Iterative Algorithm
SLIDE MASTER – COVERPAGE
Technically, Every External Link
“Leaks” PageRank
SLIDE MASTER – COVERPAGE
Nofollowing or Removing Links Can
Alter the Flow of PageRank
SLIDE MASTER – COVERPAGE
Or, at least it used to...
www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-y...
SLIDE MASTER – COVERPAGE
Google Says they use PageRank to Crawl
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
Algorithmic Ranking Factors
SLIDE MASTER – COVERPAGE
Query Deserves Freshness (QDF)
QDF
QDF
Normal Results
SLIDE MASTER – COVERPAGE
Query Deserves Diversity (QDD)
SLIDE MASTER – COVERPAGE
Algorithmic Ranking Factors
SLIDE MASTER – COVERPAGE
Building Accessible Sites
SLIDE MASTER – COVERPAGE
Crawlability / Link Architecture
SLIDE MASTER – COVERPAGE
Duplicate Content & Canonicalization
SLIDE MASTER – COVERPAGE
Duplicate Content & Canonicalization
SLIDE MASTER – COVERPAGE
Canonical URL Tag
SLIDE MASTER – COVERPAGE
301 Redirects
302s
SLIDE MASTER – COVERPAGE
Duplicate Titles & Meta Descriptions
SLIDE MASTER – COVERPAGE
Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow f...
SLIDE MASTER – COVERPAGE
Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
Unnecessary
Subdomain D...
SLIDE MASTER – COVERPAGE
Fixing Broken Links & 404s
SLIDE MASTER – COVERPAGE
Blocking Robots
SLIDE MASTER – COVERPAGE
Blocking Robots
SLIDE MASTER – COVERPAGE
XML Sitemaps
www.sitemaps.org/protocol.php
SLIDE MASTER – COVERPAGE
Webmaster Tools (Google)
SLIDE MASTER – COVERPAGE
Webmaster Tools (Bing)
SLIDE MASTER – COVERPAGE
Search Engine Guidelines
www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
SLIDE MASTER – COVERPAGE
Important Tags & Signals
SLIDE MASTER – COVERPAGE
Title Tags
SLIDE MASTER – COVERPAGE
Meta Descriptions
SLIDE MASTER – COVERPAGE
Tag Length Recommendations
SLIDE MASTER – COVERPAGE
Anchor Text
SLIDE MASTER – COVERPAGE
Page Copy
SLIDE MASTER – COVERPAGE
Image Alt Attributes
Good keyword
usage in the alt tag
SLIDE MASTER – COVERPAGE
Not So Important
SLIDE MASTER – COVERPAGE
Meta Keywords Tag
SLIDE MASTER – COVERPAGE
H1, H2, H(x) Tags
SLIDE MASTER – COVERPAGE
Search Engine “Submission”
SLIDE MASTER – COVERPAGE
Keyword Research + Targeting
SLIDE MASTER – COVERPAGE
The Goals of Keyword Research
SLIDE MASTER – COVERPAGE
Determine Relative Volume Levels
SLIDE MASTER – COVERPAGE
Identify High Value Keywords
SLIDE MASTER – COVERPAGE
Predict the Effort Required to Rank Well
SLIDE MASTER – COVERPAGE
Choose the “Best”
Words/Phrases to Target
SLIDE MASTER – COVERPAGE
The Keyword Demand Landscape
SLIDE MASTER – COVERPAGE
The Long Tail of Keyword Demand
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
Tools & Tactics for Brainstorming
& Refining Your Seed List
SLIDE MASTER – COVERPAGE
Salespeople & Customers
SLIDE MASTER – COVERPAGE
Google AdWords Tool
Be Wary of
Match Type
https://adwords.google.com/select/KeywordToolExternal
SLIDE MASTER – COVERPAGE
MS AdCenter Excel Plug-In
www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-resea...
SLIDE MASTER – COVERPAGE
Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers
SLIDE MASTER – COVERPAGE
Internal Site Search Stats
SLIDE MASTER – COVERPAGE
Competitive Keyword Research
Restrict query
to competitor’s
domain
SLIDE MASTER – COVERPAGE
The Keyword Research Process
SLIDE MASTER – COVERPAGE
Start with Your Seed List
SLIDE MASTER – COVERPAGE
Create Spreadsheet w/ these Columns
SLIDE MASTER – COVERPAGE
Get Google Search Demand Numbers
SLIDE MASTER – COVERPAGE
Guesstimate Conversion Rate Numbers
SLIDE MASTER – COVERPAGE
Or Use PPC Campaign Data
SLIDE MASTER – COVERPAGE
Add Keyword Difficulty Data for Top Terms
We like using a weighted average of
the Page Authority ...
SLIDE MASTER – COVERPAGE
Target High Volume, High Value,
Low Difficulty Terms First
SLIDE MASTER – COVERPAGE
Measuring Keyword
Difficulty & Competition
SLIDE MASTER – COVERPAGE
Run Queries for Desired Term + Engine
Watch for vertical
results, which can skew
CTRs & visibility
SLIDE MASTER – COVERPAGE
Conduct a Competitive Analysis of Metrics
SLIDE MASTER – COVERPAGE
Tools Can Help Provide Scores
SLIDE MASTER – COVERPAGE
Tools Can Help Provide Scores
www.seomoz.org/mozbar
SLIDE MASTER – COVERPAGE
Link Building Strategies
SLIDE MASTER – COVERPAGE
What Goals Can Link Building
Help Us Achieve?
SLIDE MASTER – COVERPAGE
Bolster Individual Rankings
SLIDE MASTER – COVERPAGE
Improve a Domain’s Ability to Rank Pages
SLIDE MASTER – COVERPAGE
Achieve More Complete Indexation
SLIDE MASTER – COVERPAGE
Drive Traffic & Branding Awareness
SLIDE MASTER – COVERPAGE
Send Converting Traffic
Image Credit: websiteoptimization.com
SLIDE MASTER – COVERPAGE
The 8 Basic Kinds of Link Building
SLIDE MASTER – COVERPAGE
#1 - Manual Link Submissions/Requests
SLIDE MASTER – COVERPAGE
#2 - Competitive Link Research/Acquisition
SLIDE MASTER – COVERPAGE
#3 - Links via Embedded Content
SLIDE MASTER – COVERPAGE
#4 - Linkbait & Viral Campaigns
SLIDE MASTER – COVERPAGE
#5 - Content, Technology & API Licensing
SLIDE MASTER – COVERPAGE
#6 - Partnerships, Exchanges & Trades
SLIDE MASTER – COVERPAGE
#7 - Paid Links
SLIDE MASTER – COVERPAGE
#8 - Link Reclamation
SLIDE MASTER – COVERPAGE
Matching the Right Link Building Strategies
to Your Organization’s SEO Goals
SLIDE MASTER – COVERPAGE
Links for Individual Rankings
SLIDE MASTER – COVERPAGE
Links for Domain “Authority”
SLIDE MASTER – COVERPAGE
Links for Indexation
SLIDE MASTER – COVERPAGE
Links for Traffic & Branding
SLIDE MASTER – COVERPAGE
Links for Conversion
SLIDE MASTER – COVERPAGE
Using Tools & Processes to Ease the
Challenges of Link Building
SLIDE MASTER – COVERPAGE
Tools for Competitive Link Research
• Yahoo! Site Explorer & Link Commands
• Open Site Explorer
•...
SLIDE MASTER – COVERPAGE
Yahoo! Site Explorer
Directionally indicative
within ~50%
Not necessarily followed & in
a somewha...
SLIDE MASTER – COVERPAGE
Yahoo! Link Commands
Less “accurate” than
Site Explorer
Lots of cool, useful modifiers
available
SLIDE MASTER – COVERPAGE
Yahoo! Link Commands
Full list available in PRO Guide to Advanced Search Operators:
www.seomoz.or...
SLIDE MASTER – COVERPAGE
Open Site Explorer
SLIDE MASTER – COVERPAGE
Open Site Explorer
Highly Correlation w/ Rankings
Data updates monthly from the
Linkscape web ind...
SLIDE MASTER – COVERPAGE
Open Site Explorer
Poor Anchor Text Spells Opportunity
SLIDE MASTER – COVERPAGE
Link Intersect
Link Intersect uses the same principle – sites
w/ links in common that don’t point...
SLIDE MASTER – COVERPAGE
Top Pages
Find which pages are
earning links (your
own & competitors)
404s? Reclaim them!
SLIDE MASTER – COVERPAGE
Metrics for Evaluating a Link’s Value
• Numeric (Objective) Metrics
• Subjective Metrics
• Attain...
SLIDE MASTER – COVERPAGE
Numeric Metrics for Link Valuation
• # of Linking Root Domains to URL
• # of Linking Root Domains...
SLIDE MASTER – COVERPAGE
Numeric Metrics (Backtweets)
Results count
(in a weird location)
SLIDE MASTER – COVERPAGE
Subjective Metrics for Link Valuation
• Brand name reach/recognition
• Quality of other links on ...
SLIDE MASTER – COVERPAGE
Scalable Link Acquisition Processes
• Written Process + Checklist
• Tools + Metrics for Quick Ana...
SLIDE MASTER – COVERPAGE
Written Process/Checklist
Checklist (via adesigna on Flickr)
• Run through the link building proc...
SLIDE MASTER – COVERPAGE
Tools for Quick Analysis
Get usable metrics
quickly as you surf
SLIDE MASTER – COVERPAGE
Tools for Quick Analysis
SLIDE MASTER – COVERPAGE
Training & Incenting Link Builders
Training Camp (via Gil Searcy on Flickr)
• Do link building to...
SLIDE MASTER – COVERPAGE
Building a Link Acquisition Funnel
Visit Link-Targeted Content
Grab Link Code
Link to the Site
SLIDE MASTER – COVERPAGE
Social Media & the Web’s Influencers
SLIDE MASTER – COVERPAGE
Influencers on the Web
SLIDE MASTER – COVERPAGE
The Power of the “Linkerati”
SLIDE MASTER – COVERPAGE
Content that Appeals to Influencers
SLIDE MASTER – COVERPAGE
Making Content Easy to Share
SLIDE MASTER – COVERPAGE
Making Content Easy to Share
SLIDE MASTER – COVERPAGE
Incenting/Rewarding Link Behaviors
SLIDE MASTER – COVERPAGE
Cannibalization of the Link Graph
MMM… LINK
GRAPHS ARE
DELICIOUS!
SLIDE MASTER – COVERPAGE
The Rise of the Social Graph
SLIDE MASTER – COVERPAGE
Algorithmic Ranking Factors
You have to do these
right, before you can
do these right
SLIDE MASTER – COVERPAGE
For more information, visit us at www.seomoz.org
All Content and Intellectual Property is under C...
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Seomoz - SEO Training

  1. 1. SLIDE MASTER – COVERPAGESearch Engine Optimization: Understanding the Engines & Building Successful Sites Rand Fishkin – August 2010
  2. 2. SLIDE MASTER – COVERPAGE Content in this Presentation • The Search Landscape • How Search Engines Work • Building Accessible Sites • Conducting Keyword Research • Link Building Strategies • Social Media & the Web’s Influencers
  3. 3. SLIDE MASTER – COVERPAGE The Search Marketing Landscape
  4. 4. SLIDE MASTER – COVERPAGE 100 Billion Searches Each Month!
  5. 5. SLIDE MASTER – COVERPAGE
  6. 6. SLIDE MASTER – COVERPAGE
  7. 7. SLIDE MASTER – COVERPAGE Organic vs. Paid Search Organic Paid
  8. 8. SLIDE MASTER – COVERPAGE Organic vs. Paid Search 90% of Clicks 10% of Clicks
  9. 9. SLIDE MASTER – COVERPAGE Click-Through Rates
  10. 10. SLIDE MASTER – COVERPAGE Vertical Search
  11. 11. SLIDE MASTER – COVERPAGE Local Results Probably doesn’t get traffic like most “#1” results Completely different ranking algorithm than standard search results
  12. 12. SLIDE MASTER – COVERPAGE Image Results
  13. 13. SLIDE MASTER – COVERPAGE Video Results
  14. 14. SLIDE MASTER – COVERPAGE News & Blog Results
  15. 15. SLIDE MASTER – COVERPAGE Shopping Results
  16. 16. SLIDE MASTER – COVERPAGE Instant Answers
  17. 17. SLIDE MASTER – COVERPAGE Instant Answers
  18. 18. SLIDE MASTER – COVERPAGE Instant Answers
  19. 19. SLIDE MASTER – COVERPAGE Instant Answers News Results Real Time Results Local Results Image Results
  20. 20. SLIDE MASTER – COVERPAGE This Presentation Focuses on:
  21. 21. SLIDE MASTER – COVERPAGE How Search Engines Work
  22. 22. SLIDE MASTER – COVERPAGE Crawling & Indexing Without links, the engines might never find this page
  23. 23. SLIDE MASTER – COVERPAGE Calculating Query-Independent Metrics Via www.opensiteexplorer.org
  24. 24. SLIDE MASTER – COVERPAGE Many Domains vs. One Domain VS.
  25. 25. SLIDE MASTER – COVERPAGE Domain Authority
  26. 26. SLIDE MASTER – COVERPAGE PageRank
  27. 27. SLIDE MASTER – COVERPAGE The Flow of PageRank
  28. 28. SLIDE MASTER – COVERPAGE PageRank is Split Evenly Between the Links on a Page
  29. 29. SLIDE MASTER – COVERPAGE PageRank is an Iterative Algorithm
  30. 30. SLIDE MASTER – COVERPAGE Technically, Every External Link “Leaks” PageRank
  31. 31. SLIDE MASTER – COVERPAGE Nofollowing or Removing Links Can Alter the Flow of PageRank
  32. 32. SLIDE MASTER – COVERPAGE Or, at least it used to... www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
  33. 33. SLIDE MASTER – COVERPAGE Google Says they use PageRank to Crawl
  34. 34. SLIDE MASTER – COVERPAGE
  35. 35. SLIDE MASTER – COVERPAGE Algorithmic Ranking Factors
  36. 36. SLIDE MASTER – COVERPAGE Query Deserves Freshness (QDF) QDF QDF Normal Results
  37. 37. SLIDE MASTER – COVERPAGE Query Deserves Diversity (QDD)
  38. 38. SLIDE MASTER – COVERPAGE Algorithmic Ranking Factors
  39. 39. SLIDE MASTER – COVERPAGE Building Accessible Sites
  40. 40. SLIDE MASTER – COVERPAGE Crawlability / Link Architecture
  41. 41. SLIDE MASTER – COVERPAGE Duplicate Content & Canonicalization
  42. 42. SLIDE MASTER – COVERPAGE Duplicate Content & Canonicalization
  43. 43. SLIDE MASTER – COVERPAGE Canonical URL Tag
  44. 44. SLIDE MASTER – COVERPAGE 301 Redirects 302s
  45. 45. SLIDE MASTER – COVERPAGE Duplicate Titles & Meta Descriptions
  46. 46. SLIDE MASTER – COVERPAGE Search Friendly URLs www.nationalgeographic.com/animals/african-elephants Single domain Shallow folder structure with relevant words Keywords in page name, separated by hyphen
  47. 47. SLIDE MASTER – COVERPAGE Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters No keywords in the URL string
  48. 48. SLIDE MASTER – COVERPAGE Fixing Broken Links & 404s
  49. 49. SLIDE MASTER – COVERPAGE Blocking Robots
  50. 50. SLIDE MASTER – COVERPAGE Blocking Robots
  51. 51. SLIDE MASTER – COVERPAGE XML Sitemaps www.sitemaps.org/protocol.php
  52. 52. SLIDE MASTER – COVERPAGE Webmaster Tools (Google)
  53. 53. SLIDE MASTER – COVERPAGE Webmaster Tools (Bing)
  54. 54. SLIDE MASTER – COVERPAGE Search Engine Guidelines www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
  55. 55. SLIDE MASTER – COVERPAGE Important Tags & Signals
  56. 56. SLIDE MASTER – COVERPAGE Title Tags
  57. 57. SLIDE MASTER – COVERPAGE Meta Descriptions
  58. 58. SLIDE MASTER – COVERPAGE Tag Length Recommendations
  59. 59. SLIDE MASTER – COVERPAGE Anchor Text
  60. 60. SLIDE MASTER – COVERPAGE Page Copy
  61. 61. SLIDE MASTER – COVERPAGE Image Alt Attributes Good keyword usage in the alt tag
  62. 62. SLIDE MASTER – COVERPAGE Not So Important
  63. 63. SLIDE MASTER – COVERPAGE Meta Keywords Tag
  64. 64. SLIDE MASTER – COVERPAGE H1, H2, H(x) Tags
  65. 65. SLIDE MASTER – COVERPAGE Search Engine “Submission”
  66. 66. SLIDE MASTER – COVERPAGE Keyword Research + Targeting
  67. 67. SLIDE MASTER – COVERPAGE The Goals of Keyword Research
  68. 68. SLIDE MASTER – COVERPAGE Determine Relative Volume Levels
  69. 69. SLIDE MASTER – COVERPAGE Identify High Value Keywords
  70. 70. SLIDE MASTER – COVERPAGE Predict the Effort Required to Rank Well
  71. 71. SLIDE MASTER – COVERPAGE Choose the “Best” Words/Phrases to Target
  72. 72. SLIDE MASTER – COVERPAGE The Keyword Demand Landscape
  73. 73. SLIDE MASTER – COVERPAGE The Long Tail of Keyword Demand
  74. 74. SLIDE MASTER – COVERPAGE
  75. 75. SLIDE MASTER – COVERPAGE
  76. 76. SLIDE MASTER – COVERPAGE
  77. 77. SLIDE MASTER – COVERPAGE
  78. 78. SLIDE MASTER – COVERPAGE Tools & Tactics for Brainstorming & Refining Your Seed List
  79. 79. SLIDE MASTER – COVERPAGE Salespeople & Customers
  80. 80. SLIDE MASTER – COVERPAGE Google AdWords Tool Be Wary of Match Type https://adwords.google.com/select/KeywordToolExternal
  81. 81. SLIDE MASTER – COVERPAGE MS AdCenter Excel Plug-In www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
  82. 82. SLIDE MASTER – COVERPAGE Google Trends Not Very Accurate Sign In for Y-Axis Numbers
  83. 83. SLIDE MASTER – COVERPAGE Internal Site Search Stats
  84. 84. SLIDE MASTER – COVERPAGE Competitive Keyword Research Restrict query to competitor’s domain
  85. 85. SLIDE MASTER – COVERPAGE The Keyword Research Process
  86. 86. SLIDE MASTER – COVERPAGE Start with Your Seed List
  87. 87. SLIDE MASTER – COVERPAGE Create Spreadsheet w/ these Columns
  88. 88. SLIDE MASTER – COVERPAGE Get Google Search Demand Numbers
  89. 89. SLIDE MASTER – COVERPAGE Guesstimate Conversion Rate Numbers
  90. 90. SLIDE MASTER – COVERPAGE Or Use PPC Campaign Data
  91. 91. SLIDE MASTER – COVERPAGE Add Keyword Difficulty Data for Top Terms We like using a weighted average of the Page Authority metric
  92. 92. SLIDE MASTER – COVERPAGE Target High Volume, High Value, Low Difficulty Terms First
  93. 93. SLIDE MASTER – COVERPAGE Measuring Keyword Difficulty & Competition
  94. 94. SLIDE MASTER – COVERPAGE Run Queries for Desired Term + Engine Watch for vertical results, which can skew CTRs & visibility
  95. 95. SLIDE MASTER – COVERPAGE Conduct a Competitive Analysis of Metrics
  96. 96. SLIDE MASTER – COVERPAGE Tools Can Help Provide Scores
  97. 97. SLIDE MASTER – COVERPAGE Tools Can Help Provide Scores www.seomoz.org/mozbar
  98. 98. SLIDE MASTER – COVERPAGE Link Building Strategies
  99. 99. SLIDE MASTER – COVERPAGE What Goals Can Link Building Help Us Achieve?
  100. 100. SLIDE MASTER – COVERPAGE Bolster Individual Rankings
  101. 101. SLIDE MASTER – COVERPAGE Improve a Domain’s Ability to Rank Pages
  102. 102. SLIDE MASTER – COVERPAGE Achieve More Complete Indexation
  103. 103. SLIDE MASTER – COVERPAGE Drive Traffic & Branding Awareness
  104. 104. SLIDE MASTER – COVERPAGE Send Converting Traffic Image Credit: websiteoptimization.com
  105. 105. SLIDE MASTER – COVERPAGE The 8 Basic Kinds of Link Building
  106. 106. SLIDE MASTER – COVERPAGE #1 - Manual Link Submissions/Requests
  107. 107. SLIDE MASTER – COVERPAGE #2 - Competitive Link Research/Acquisition
  108. 108. SLIDE MASTER – COVERPAGE #3 - Links via Embedded Content
  109. 109. SLIDE MASTER – COVERPAGE #4 - Linkbait & Viral Campaigns
  110. 110. SLIDE MASTER – COVERPAGE #5 - Content, Technology & API Licensing
  111. 111. SLIDE MASTER – COVERPAGE #6 - Partnerships, Exchanges & Trades
  112. 112. SLIDE MASTER – COVERPAGE #7 - Paid Links
  113. 113. SLIDE MASTER – COVERPAGE #8 - Link Reclamation
  114. 114. SLIDE MASTER – COVERPAGE Matching the Right Link Building Strategies to Your Organization’s SEO Goals
  115. 115. SLIDE MASTER – COVERPAGE Links for Individual Rankings
  116. 116. SLIDE MASTER – COVERPAGE Links for Domain “Authority”
  117. 117. SLIDE MASTER – COVERPAGE Links for Indexation
  118. 118. SLIDE MASTER – COVERPAGE Links for Traffic & Branding
  119. 119. SLIDE MASTER – COVERPAGE Links for Conversion
  120. 120. SLIDE MASTER – COVERPAGE Using Tools & Processes to Ease the Challenges of Link Building
  121. 121. SLIDE MASTER – COVERPAGE Tools for Competitive Link Research • Yahoo! Site Explorer & Link Commands • Open Site Explorer • Top Pages • Google Blog Search
  122. 122. SLIDE MASTER – COVERPAGE Yahoo! Site Explorer Directionally indicative within ~50% Not necessarily followed & in a somewhat random order
  123. 123. SLIDE MASTER – COVERPAGE Yahoo! Link Commands Less “accurate” than Site Explorer Lots of cool, useful modifiers available
  124. 124. SLIDE MASTER – COVERPAGE Yahoo! Link Commands Full list available in PRO Guide to Advanced Search Operators: www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators
  125. 125. SLIDE MASTER – COVERPAGE Open Site Explorer
  126. 126. SLIDE MASTER – COVERPAGE Open Site Explorer Highly Correlation w/ Rankings Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)
  127. 127. SLIDE MASTER – COVERPAGE Open Site Explorer Poor Anchor Text Spells Opportunity
  128. 128. SLIDE MASTER – COVERPAGE Link Intersect Link Intersect uses the same principle – sites w/ links in common that don’t point to you.
  129. 129. SLIDE MASTER – COVERPAGE Top Pages Find which pages are earning links (your own & competitors) 404s? Reclaim them!
  130. 130. SLIDE MASTER – COVERPAGE Metrics for Evaluating a Link’s Value • Numeric (Objective) Metrics • Subjective Metrics • Attainability and Effort
  131. 131. SLIDE MASTER – COVERPAGE Numeric Metrics for Link Valuation • # of Linking Root Domains to URL • # of Linking Root Domains to Domain • Homepage PageRank vs. Domain mozRank • URL PageRank vs. URL mozRank • # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape) • Twitter mentions (Backtweets.com)
  132. 132. SLIDE MASTER – COVERPAGE Numeric Metrics (Backtweets) Results count (in a weird location)
  133. 133. SLIDE MASTER – COVERPAGE Subjective Metrics for Link Valuation • Brand name reach/recognition • Quality of other links on page/site (Bing - Linkfromdomain) • Attainability and Effort Jumping through Hoops (via WKA on Flickr)
  134. 134. SLIDE MASTER – COVERPAGE Scalable Link Acquisition Processes • Written Process + Checklist • Tools + Metrics for Quick Analysis • Training & Incenting Link Builders • Building & Refining a Link Acquisition Funnel
  135. 135. SLIDE MASTER – COVERPAGE Written Process/Checklist Checklist (via adesigna on Flickr) • Run through the link building process yourself • Document every step thoroughly • Pass it on to others (w/ some training time)
  136. 136. SLIDE MASTER – COVERPAGE Tools for Quick Analysis Get usable metrics quickly as you surf
  137. 137. SLIDE MASTER – COVERPAGE Tools for Quick Analysis
  138. 138. SLIDE MASTER – COVERPAGE Training & Incenting Link Builders Training Camp (via Gil Searcy on Flickr) • Do link building together • Create consistent metrics • Reward like a sales team • Record reasons why links didn’t happen (like objections to sales) and work on these (things like design quality, affiliations, language, etc. will come up)
  139. 139. SLIDE MASTER – COVERPAGE Building a Link Acquisition Funnel Visit Link-Targeted Content Grab Link Code Link to the Site
  140. 140. SLIDE MASTER – COVERPAGE Social Media & the Web’s Influencers
  141. 141. SLIDE MASTER – COVERPAGE Influencers on the Web
  142. 142. SLIDE MASTER – COVERPAGE The Power of the “Linkerati”
  143. 143. SLIDE MASTER – COVERPAGE Content that Appeals to Influencers
  144. 144. SLIDE MASTER – COVERPAGE Making Content Easy to Share
  145. 145. SLIDE MASTER – COVERPAGE Making Content Easy to Share
  146. 146. SLIDE MASTER – COVERPAGE Incenting/Rewarding Link Behaviors
  147. 147. SLIDE MASTER – COVERPAGE Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!
  148. 148. SLIDE MASTER – COVERPAGE The Rise of the Social Graph
  149. 149. SLIDE MASTER – COVERPAGE Algorithmic Ranking Factors You have to do these right, before you can do these right
  150. 150. SLIDE MASTER – COVERPAGE For more information, visit us at www.seomoz.org All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2008 Learn More w/ the Free Beginner’s Guide: http://guides.seomoz.org/beginners-guide-to-search-engine-optimization Feel free to distribute this presentation for educational use. We love to help SEOs learn!
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