Rand Fishkin, SEO Moz.org

Ac! 9Search Engine Marketing Rand Fishkin CEO & Founder SEOmoz.org

Advanced Tactics to Maximize SEO Opportunity Rand Fishkin, CEO & Co-founder, SEOmoz What’s Next DC, January 2011

News + Updatesfrom the World of SEO

Shares + Tweets = Rankings at Google/Bing!"##$%&(()*"#+!"#!$%!$&()*!+,!&*-.**-*/!0&!&*#*&*%(*/!12(3!+%!4.+5*&6!/0!702!(02%-!-3$-!$,!$!,+8%$)!02-,+/*!0#!9%/+%8!$%7!%0%:%0#0))0.*/!)+%;,!-3$-!1$7!%$-2&$))7!&*,2)-!#&01!+-<!,--.(/+%=*,6!.*!/0!2,*!+-!$,!$!,+8%$)>!"-!+,!2,*/!$,!$!,+8%$)!+%!02&!0&8$%+(!$%/!%*.,!&$%;+%8,>!?*!$),0!2,*!+-!-0!*%3$%(*!02&!%*.,!2%+@*&,$)!A7!1$&;+%8!30.!1$%7!B*0B)*!,3$&*/!$%!$&()*!! 35BCDD,*$&(3*%8+%*)$%/>(01D.3$-:,0(+$):,+8%$),:/0:8008)*:A+%8:&*$))7:(02%-:EEFGH!

SEO is Still Under-Invested 35BCDD...>I20&$>(01DJ0.:0@*&37B*/:+,:-3*:(0%(*B-:0#:KLM!

SEO is Still Under-InvestedKLM!S!0423% QQR!S!0123% 0#!,B*%/! 0#!,B*%/! 1 Billion Searches / Day; 1 Billion Searchers / Week 35BCDD,*$&(3*%8+%*)$%/>(01D&*B0&-:8&0.-3:0#:B$+/:,*$&(3:A2/8*-,:/*()+%*:.3+)*:,*0:A2/8*-,:+%(&*$,*:NOPPP!

The Long Tail Remains Dominant

Google has Happy Searchers;“Noise” is their Primary Complaint 35BCDD,*$&(3*%8+%*)$%/>(01DGH:9%/:,*$&(3:*%8+%*,:/0:800/:T0A:A2-:%0+,*:+,:+,,2*:ONUOV!

Fast Refresher:Key SEO Principles

35BCDD...>,*010W>0&8DA)08D.3+-*A0$&/:#&+/$7:-3*:,*0:#2%/$1*%-$),:B7&$1+/!

What Matters in the Rankings 35BCDD...>1*(1$%(3*,-*&>(0>2;DA)08D8008)*:+%,-$%-:/$-$:$X*&:NY:/$7,>3-1)!

Great Content ! Great Rankings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

From the Trenches:Remarkable SEO Tactics

Own & Control Your Link Juice

Using Link Anchors Wisely35BCDD...>,*010W>0&8DA)08D)+%;:(0%,0)+/$0%:-3*:%*.:B$8*&$%;:,(2)B%8!

Repointing w/ 301s + Rel Canonical 35BCDD...>,*010W>0&8DA)08DFUN:&*/+&*(-:0&:&*)($%0%+($):.3+(3:0%*:,302)/:702:2,*!

Saving Lost “Juice” to Errors 35BCDD...>1*(1$%(3*,-*&>(0>2;DA)08D8008)*:+%,-$%-:/$-$:$X*&:NY:/$7,>3-1)!

Be a Link Magnet35BCDD...>,*010W>0&8DA)08D)+%;:1$8%*-,:$:%*.:B$&$/+81:+%:)+%;:$(I2+,+0%!

Build a Platform for UGC; Incent Sharing35BCDD...>I20&$>(01D?37:/0*,:Z+)):K:Q&*,-0%:L,I2+&*:#&01:Z+)):4*/,:L[(*))*%-:/@*%-2&*:3$@*:$%:*,I2+&*:+%:3+,:%$1*!

Get Link-Earning Writers to Create Content for Your Site

Use Embeddable Content to Make Linking a Default Behavior 35BCDD...>@+1*0>(01!

Leverage the Content + Link Opportunities of Others

Social, Q+A, Forums, & Wikis 35BCDD-&2%;>)7!

Content Syndication35BCDD...>,*010W>0&8DA)08D.3+-*A0$&/:#&+/$7:(0%-*%-:-*(3%0)087:)+(*%,+%8!

Transcription + Translation 35BCDD...>,B**(3B$/>(01!

Skip the “Normal” Rankings 35BCDD...>8008)*>(01D,*$&(3<ISA&$%/]*%*,!

Video Search + Video XML Sitemaps 35BCDD...>8008)*>(01D,2BB0&-D.*A1$,-*&,DA+%D$%,.*&>B7<3)S*%^$%,.*&SGUVPY!

News SEO35BCDD...>,*010W>0&8DA)08D8*_%8:,-$&-*/:.+-3:8008)*:%*.,!

Images, Blogs, Social Circle, Rich Snippets, Realtime, etc.

Rand Fishkin, CEO & Co-Founder, SEOmoz! •  Twitter: @randfish •  Blog: www.seomoz.org/blog •  Email: rand@seomoz.org

Rand Fishkin, SEO Moz.org

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