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2011 02 ceo summit bangalore - seo for the ceo

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  • 1. SEO for the CEO
    What C-Level Executives Need to Know
    Gillian Muessig
    Co-founder and President, SEOmoz
    CEO Summit Bangalore 2011
  • 2. Organic vs. Paid Search
    Paid
    Organic
  • 3. Organic vs. Paid Search
    10% of Clicks
    90% of Clicks
  • 4. Click-Through Rates
  • 5. Vertical Search
  • 6. Local Results
  • 7. Image Results in SERPs
  • 8. Video Results
  • 9. News & Blog Results
  • 10. Shopping Results
  • 11. Instant Answers
  • 12. Instant Answers
  • 13. News Results
    Instant Answers
    Real Time Results
    Local Results
    Image Results
  • 14. How Search Engines Work
  • 15. Crawling & Indexing
    Without links, the engines might never find this page
  • 16. Calculating Query-Independent Metrics
    Via www.opensiteexplorer.org
  • 17. Many Domains vs. One Domain
    VS.
  • 18. Domain Authority
  • 19. PageRank
  • 20. The Flow of PageRank
  • 21. PageRank is Split Evenly Between the
    Links on a Page
  • 22. PageRank is an Iterative Algorithm
  • 23. Technically, Every External Link “Leaks” PageRank
  • 24. Removing Links Can
    Alter the Flow of PageRank
  • 25. Google Says they use PageRank to Crawl
  • 26.
  • 27. Algorithmic Ranking Factors
  • 28. Query Deserves Freshness (QDF)
    QDF
    Normal Results
    QDF
  • 29. Query Deserves Diversity (QDD)
  • 30. Building Search Friendly Sites
    SMX Melbourne 11-2010
  • 31. Algorithmic Ranking Factors
  • 32. Crawlability / Link Architecture
  • 33. Duplicate Content & Canonicalization
  • 34. Duplicate Content & Canonicalization
  • 35. Canonical URL Tag
  • 36. 301 Redirects
    302s
  • 37. Duplicate Titles & Meta Descriptions
  • 38. Search Friendly URLs
    www.nationalgeographic.com/animals/african-elephants
    Keywords in page name,
    separated by hyphen
    Single domain
    Shallow folder structurewith relevant words
  • 39. 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
  • 40. Fix Broken Links & 404s
  • 41. Don’t Block the Robots
  • 42. Do Block the Robots
  • 43. XML Sitemaps
    www.sitemaps.org/protocol.php
  • 44. Webmaster Tools (Google)
  • 45. Webmaster Tools (Bing)
  • 46. Search Engine Guidelines
    www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
  • 47. Important Tags & Signals
    SMX Melbourne 11-2010
  • 48. Title Tags
  • 49. Meta Descriptions
  • 50. Tag Length Recommendations
  • 51. Anchor Text
  • 52. Page Copy
  • 53. Image Alt Attributes
    Good keyword usage in the alt tag
  • 54. Not Important
    SMX Melbourne 11-2010
  • 55. Meta Keywords Tag
  • 56. H1, H2, H(x) Tags
  • 57. Search Engine “Submission”
  • 58. KeyWord Research: Where to Start
    SMX Melbourne 11-2010
  • 59. Determine Relative Volume Levels
  • 60. Identify High Value Keywords
  • 61. Predict the Effort Required to Rank Well
  • 62. Choose the “Best”
    Words/Phrases to Target
  • 63. The Long Tail of Keyword Demand
  • 64.
  • 65.
  • 66.
  • 67. Where To Find Your Best Keywords
    SMX Melbourne 11-2010
  • 68. Salespeople & Customers
  • 69. Google AdWords Tool
    Be Wary of
    Match Type
    https://adwords.google.com/select/KeywordToolExternal
  • 70. Bing AdCenter Excel Plug-In
    www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
  • 71. Google Trends
    Sign In for Y-Axis Numbers
    Not Very Accurate
  • 72. Internal Site Search Stats
  • 73. Competitive Keyword Research
    Restrict query
    to competitor’s
    domain
  • 74. Targeting the Linkerati
    Create Content That Attracts Links
    SMX Melbourne 11-2010
  • 75. The Power of the “Linkerati”
  • 76. Influencers on the Web
  • 77. Content that Appeals to Influencers
  • 78. Cannibalization of the Link Graph
    MMM… LINK GRAPHS ARE DELICIOUS!
  • 79. The Rise of the Social Graph
  • 80. Thank You
    Gillian Muessig
    President & Co-founder SEOmoz, Inc.
    SMSB2011
    30 day free trial SEOmoz PRO
    CEO Summit 2011 - Bangalore