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  • 1. SLIDE MASTER – COVERPAGESearch Engine Optimization: Understanding the Engines & Building Successful Sites Rand Fishkin – August 2010
  • 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. SLIDE MASTER – COVERPAGE The Search Marketing Landscape
  • 4. SLIDE MASTER – COVERPAGE 100 Billion Searches Each Month!
  • 5. SLIDE MASTER – COVERPAGE
  • 6. SLIDE MASTER – COVERPAGE
  • 7. SLIDE MASTER – COVERPAGE Organic vs. Paid Search Organic Paid
  • 8. SLIDE MASTER – COVERPAGE Organic vs. Paid Search 90% of Clicks 10% of Clicks
  • 9. SLIDE MASTER – COVERPAGE Click-Through Rates
  • 10. SLIDE MASTER – COVERPAGE Vertical Search
  • 11. SLIDE MASTER – COVERPAGE Local Results Probably doesn’t get traffic like most “#1” results Completely different ranking algorithm than standard search results
  • 12. SLIDE MASTER – COVERPAGE Image Results
  • 13. SLIDE MASTER – COVERPAGE Video Results
  • 14. SLIDE MASTER – COVERPAGE News & Blog Results
  • 15. SLIDE MASTER – COVERPAGE Shopping Results
  • 16. SLIDE MASTER – COVERPAGE Instant Answers
  • 17. SLIDE MASTER – COVERPAGE Instant Answers
  • 18. SLIDE MASTER – COVERPAGE Instant Answers
  • 19. SLIDE MASTER – COVERPAGE Instant Answers News Results Real Time Results Local Results Image Results
  • 20. SLIDE MASTER – COVERPAGE This Presentation Focuses on:
  • 21. SLIDE MASTER – COVERPAGE How Search Engines Work
  • 22. SLIDE MASTER – COVERPAGE Crawling & Indexing Without links, the engines might never find this page
  • 23. SLIDE MASTER – COVERPAGE Calculating Query-Independent Metrics Via www.opensiteexplorer.org
  • 24. SLIDE MASTER – COVERPAGE Many Domains vs. One Domain VS.
  • 25. SLIDE MASTER – COVERPAGE Domain Authority
  • 26. SLIDE MASTER – COVERPAGE PageRank
  • 27. SLIDE MASTER – COVERPAGE The Flow of PageRank
  • 28. SLIDE MASTER – COVERPAGE PageRank is Split Evenly Between the Links on a Page
  • 29. SLIDE MASTER – COVERPAGE PageRank is an Iterative Algorithm
  • 30. SLIDE MASTER – COVERPAGE Technically, Every External Link “Leaks” PageRank
  • 31. SLIDE MASTER – COVERPAGE Nofollowing or Removing Links Can Alter the Flow of PageRank
  • 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. SLIDE MASTER – COVERPAGE Google Says they use PageRank to Crawl
  • 34. SLIDE MASTER – COVERPAGE
  • 35. SLIDE MASTER – COVERPAGE Algorithmic Ranking Factors
  • 36. SLIDE MASTER – COVERPAGE Query Deserves Freshness (QDF) QDF QDF Normal Results
  • 37. SLIDE MASTER – COVERPAGE Query Deserves Diversity (QDD)
  • 38. SLIDE MASTER – COVERPAGE Algorithmic Ranking Factors
  • 39. SLIDE MASTER – COVERPAGE Building Accessible Sites
  • 40. SLIDE MASTER – COVERPAGE Crawlability / Link Architecture
  • 41. SLIDE MASTER – COVERPAGE Duplicate Content & Canonicalization
  • 42. SLIDE MASTER – COVERPAGE Duplicate Content & Canonicalization
  • 43. SLIDE MASTER – COVERPAGE Canonical URL Tag
  • 44. SLIDE MASTER – COVERPAGE 301 Redirects 302s
  • 45. SLIDE MASTER – COVERPAGE Duplicate Titles & Meta Descriptions
  • 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. 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. SLIDE MASTER – COVERPAGE Fixing Broken Links & 404s
  • 49. SLIDE MASTER – COVERPAGE Blocking Robots
  • 50. SLIDE MASTER – COVERPAGE Blocking Robots
  • 51. SLIDE MASTER – COVERPAGE XML Sitemaps www.sitemaps.org/protocol.php
  • 52. SLIDE MASTER – COVERPAGE Webmaster Tools (Google)
  • 53. SLIDE MASTER – COVERPAGE Webmaster Tools (Bing)
  • 54. SLIDE MASTER – COVERPAGE Search Engine Guidelines www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
  • 55. SLIDE MASTER – COVERPAGE Important Tags & Signals
  • 56. SLIDE MASTER – COVERPAGE Title Tags
  • 57. SLIDE MASTER – COVERPAGE Meta Descriptions
  • 58. SLIDE MASTER – COVERPAGE Tag Length Recommendations
  • 59. SLIDE MASTER – COVERPAGE Anchor Text
  • 60. SLIDE MASTER – COVERPAGE Page Copy
  • 61. SLIDE MASTER – COVERPAGE Image Alt Attributes Good keyword usage in the alt tag
  • 62. SLIDE MASTER – COVERPAGE Not So Important
  • 63. SLIDE MASTER – COVERPAGE Meta Keywords Tag
  • 64. SLIDE MASTER – COVERPAGE H1, H2, H(x) Tags
  • 65. SLIDE MASTER – COVERPAGE Search Engine “Submission”
  • 66. SLIDE MASTER – COVERPAGE Keyword Research + Targeting
  • 67. SLIDE MASTER – COVERPAGE The Goals of Keyword Research
  • 68. SLIDE MASTER – COVERPAGE Determine Relative Volume Levels
  • 69. SLIDE MASTER – COVERPAGE Identify High Value Keywords
  • 70. SLIDE MASTER – COVERPAGE Predict the Effort Required to Rank Well
  • 71. SLIDE MASTER – COVERPAGE Choose the “Best” Words/Phrases to Target
  • 72. SLIDE MASTER – COVERPAGE The Keyword Demand Landscape
  • 73. SLIDE MASTER – COVERPAGE The Long Tail of Keyword Demand
  • 74. SLIDE MASTER – COVERPAGE
  • 75. SLIDE MASTER – COVERPAGE
  • 76. SLIDE MASTER – COVERPAGE
  • 77. SLIDE MASTER – COVERPAGE
  • 78. SLIDE MASTER – COVERPAGE Tools & Tactics for Brainstorming & Refining Your Seed List
  • 79. SLIDE MASTER – COVERPAGE Salespeople & Customers
  • 80. SLIDE MASTER – COVERPAGE Google AdWords Tool Be Wary of Match Type https://adwords.google.com/select/KeywordToolExternal
  • 81. SLIDE MASTER – COVERPAGE MS AdCenter Excel Plug-In www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
  • 82. SLIDE MASTER – COVERPAGE Google Trends Not Very Accurate Sign In for Y-Axis Numbers
  • 83. SLIDE MASTER – COVERPAGE Internal Site Search Stats
  • 84. SLIDE MASTER – COVERPAGE Competitive Keyword Research Restrict query to competitor’s domain
  • 85. SLIDE MASTER – COVERPAGE The Keyword Research Process
  • 86. SLIDE MASTER – COVERPAGE Start with Your Seed List
  • 87. SLIDE MASTER – COVERPAGE Create Spreadsheet w/ these Columns
  • 88. SLIDE MASTER – COVERPAGE Get Google Search Demand Numbers
  • 89. SLIDE MASTER – COVERPAGE Guesstimate Conversion Rate Numbers
  • 90. SLIDE MASTER – COVERPAGE Or Use PPC Campaign Data
  • 91. SLIDE MASTER – COVERPAGE Add Keyword Difficulty Data for Top Terms We like using a weighted average of the Page Authority metric
  • 92. SLIDE MASTER – COVERPAGE Target High Volume, High Value, Low Difficulty Terms First
  • 93. SLIDE MASTER – COVERPAGE Measuring Keyword Difficulty & Competition
  • 94. SLIDE MASTER – COVERPAGE Run Queries for Desired Term + Engine Watch for vertical results, which can skew CTRs & visibility
  • 95. SLIDE MASTER – COVERPAGE Conduct a Competitive Analysis of Metrics
  • 96. SLIDE MASTER – COVERPAGE Tools Can Help Provide Scores
  • 97. SLIDE MASTER – COVERPAGE Tools Can Help Provide Scores www.seomoz.org/mozbar
  • 98. SLIDE MASTER – COVERPAGE Link Building Strategies
  • 99. SLIDE MASTER – COVERPAGE What Goals Can Link Building Help Us Achieve?
  • 100. SLIDE MASTER – COVERPAGE Bolster Individual Rankings
  • 101. SLIDE MASTER – COVERPAGE Improve a Domain’s Ability to Rank Pages
  • 102. SLIDE MASTER – COVERPAGE Achieve More Complete Indexation
  • 103. SLIDE MASTER – COVERPAGE Drive Traffic & Branding Awareness
  • 104. SLIDE MASTER – COVERPAGE Send Converting Traffic Image Credit: websiteoptimization.com
  • 105. SLIDE MASTER – COVERPAGE The 8 Basic Kinds of Link Building
  • 106. SLIDE MASTER – COVERPAGE #1 - Manual Link Submissions/Requests
  • 107. SLIDE MASTER – COVERPAGE #2 - Competitive Link Research/Acquisition
  • 108. SLIDE MASTER – COVERPAGE #3 - Links via Embedded Content
  • 109. SLIDE MASTER – COVERPAGE #4 - Linkbait & Viral Campaigns
  • 110. SLIDE MASTER – COVERPAGE #5 - Content, Technology & API Licensing
  • 111. SLIDE MASTER – COVERPAGE #6 - Partnerships, Exchanges & Trades
  • 112. SLIDE MASTER – COVERPAGE #7 - Paid Links
  • 113. SLIDE MASTER – COVERPAGE #8 - Link Reclamation
  • 114. SLIDE MASTER – COVERPAGE Matching the Right Link Building Strategies to Your Organization’s SEO Goals
  • 115. SLIDE MASTER – COVERPAGE Links for Individual Rankings
  • 116. SLIDE MASTER – COVERPAGE Links for Domain “Authority”
  • 117. SLIDE MASTER – COVERPAGE Links for Indexation
  • 118. SLIDE MASTER – COVERPAGE Links for Traffic & Branding
  • 119. SLIDE MASTER – COVERPAGE Links for Conversion
  • 120. SLIDE MASTER – COVERPAGE Using Tools & Processes to Ease the Challenges of Link Building
  • 121. SLIDE MASTER – COVERPAGE Tools for Competitive Link Research • Yahoo! Site Explorer & Link Commands • Open Site Explorer • Top Pages • Google Blog Search
  • 122. SLIDE MASTER – COVERPAGE Yahoo! Site Explorer Directionally indicative within ~50% Not necessarily followed & in a somewhat random order
  • 123. SLIDE MASTER – COVERPAGE Yahoo! Link Commands Less “accurate” than Site Explorer Lots of cool, useful modifiers available
  • 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. SLIDE MASTER – COVERPAGE Open Site Explorer
  • 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. SLIDE MASTER – COVERPAGE Open Site Explorer Poor Anchor Text Spells Opportunity
  • 128. SLIDE MASTER – COVERPAGE Link Intersect Link Intersect uses the same principle – sites w/ links in common that don’t point to you.
  • 129. SLIDE MASTER – COVERPAGE Top Pages Find which pages are earning links (your own & competitors) 404s? Reclaim them!
  • 130. SLIDE MASTER – COVERPAGE Metrics for Evaluating a Link’s Value • Numeric (Objective) Metrics • Subjective Metrics • Attainability and Effort
  • 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. SLIDE MASTER – COVERPAGE Numeric Metrics (Backtweets) Results count (in a weird location)
  • 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. 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. 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. SLIDE MASTER – COVERPAGE Tools for Quick Analysis Get usable metrics quickly as you surf
  • 137. SLIDE MASTER – COVERPAGE Tools for Quick Analysis
  • 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. SLIDE MASTER – COVERPAGE Building a Link Acquisition Funnel Visit Link-Targeted Content Grab Link Code Link to the Site
  • 140. SLIDE MASTER – COVERPAGE Social Media & the Web’s Influencers
  • 141. SLIDE MASTER – COVERPAGE Influencers on the Web
  • 142. SLIDE MASTER – COVERPAGE The Power of the “Linkerati”
  • 143. SLIDE MASTER – COVERPAGE Content that Appeals to Influencers
  • 144. SLIDE MASTER – COVERPAGE Making Content Easy to Share
  • 145. SLIDE MASTER – COVERPAGE Making Content Easy to Share
  • 146. SLIDE MASTER – COVERPAGE Incenting/Rewarding Link Behaviors
  • 147. SLIDE MASTER – COVERPAGE Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!
  • 148. SLIDE MASTER – COVERPAGE The Rise of the Social Graph
  • 149. SLIDE MASTER – COVERPAGE Algorithmic Ranking Factors You have to do these right, before you can do these right
  • 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!