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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