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2011 02 ceo summit bangalore - seo for the ceo
 

2011 02 ceo summit bangalore - seo for the ceo

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    2011 02 ceo summit bangalore - seo for the ceo 2011 02 ceo summit bangalore - seo for the ceo Presentation Transcript

    • SEO for the CEO
      What C-Level Executives Need to Know
      Gillian Muessig
      Co-founder and President, SEOmoz
      CEO Summit Bangalore 2011
    • Organic vs. Paid Search
      Paid
      Organic
    • Organic vs. Paid Search
      10% of Clicks
      90% of Clicks
    • Click-Through Rates
    • Vertical Search
    • Local Results
    • Image Results in SERPs
    • Video Results
    • News & Blog Results
    • Shopping Results
    • Instant Answers
    • Instant Answers
    • News Results
      Instant Answers
      Real Time Results
      Local Results
      Image Results
    • How Search Engines Work
    • Crawling & Indexing
      Without links, the engines might never find this page
    • Calculating Query-Independent Metrics
      Via www.opensiteexplorer.org
    • Many Domains vs. One Domain
      VS.
    • Domain Authority
    • PageRank
    • The Flow of PageRank
    • PageRank is Split Evenly Between the
      Links on a Page
    • PageRank is an Iterative Algorithm
    • Technically, Every External Link “Leaks” PageRank
    • Removing Links Can
      Alter the Flow of PageRank
    • Google Says they use PageRank to Crawl
    • Algorithmic Ranking Factors
    • Query Deserves Freshness (QDF)
      QDF
      Normal Results
      QDF
    • Query Deserves Diversity (QDD)
    • Building Search Friendly Sites
      SMX Melbourne 11-2010
    • Algorithmic Ranking Factors
    • Crawlability / Link Architecture
    • Duplicate Content & Canonicalization
    • Duplicate Content & Canonicalization
    • Canonical URL Tag
    • 301 Redirects
      302s
    • Duplicate Titles & Meta Descriptions
    • Search Friendly URLs
      www.nationalgeographic.com/animals/african-elephants
      Keywords in page name,
      separated by hyphen
      Single domain
      Shallow folder structurewith relevant words
    • Search UN-Friendly URLs
      Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
      No keywords in the URL string
      Unnecessary
      Subdomain
      Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters
    • Fix Broken Links & 404s
    • Don’t Block the Robots
    • Do Block the Robots
    • XML Sitemaps
      www.sitemaps.org/protocol.php
    • Webmaster Tools (Google)
    • Webmaster Tools (Bing)
    • Search Engine Guidelines
      www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
    • Important Tags & Signals
      SMX Melbourne 11-2010
    • Title Tags
    • Meta Descriptions
    • Tag Length Recommendations
    • Anchor Text
    • Page Copy
    • Image Alt Attributes
      Good keyword usage in the alt tag
    • Not Important
      SMX Melbourne 11-2010
    • Meta Keywords Tag
    • H1, H2, H(x) Tags
    • Search Engine “Submission”
    • KeyWord Research: Where to Start
      SMX Melbourne 11-2010
    • Determine Relative Volume Levels
    • Identify High Value Keywords
    • Predict the Effort Required to Rank Well
    • Choose the “Best”
      Words/Phrases to Target
    • The Long Tail of Keyword Demand
    • Where To Find Your Best Keywords
      SMX Melbourne 11-2010
    • Salespeople & Customers
    • Google AdWords Tool
      Be Wary of
      Match Type
      https://adwords.google.com/select/KeywordToolExternal
    • Bing AdCenter Excel Plug-In
      www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
    • Google Trends
      Sign In for Y-Axis Numbers
      Not Very Accurate
    • Internal Site Search Stats
    • Competitive Keyword Research
      Restrict query
      to competitor’s
      domain
    • Targeting the Linkerati
      Create Content That Attracts Links
      SMX Melbourne 11-2010
    • The Power of the “Linkerati”
    • Influencers on the Web
    • Content that Appeals to Influencers
    • Cannibalization of the Link Graph
      MMM… LINK GRAPHS ARE DELICIOUS!
    • The Rise of the Social Graph
    • Thank You
      Gillian Muessig
      President & Co-founder SEOmoz, Inc.
      SMSB2011
      30 day free trial SEOmoz PRO
      CEO Summit 2011 - Bangalore