Search Engine Optimisation<br />
Keyword and BacklinkAnalyser Tools<br />
Keyword Research<br />
Traffic Estimator<br />
Google Insights<br />
Open Site Explorer<br />
Yahoo Site Explorer<br />
Which SERPs get most clicks<br />
Google Eye Tracking Testing<br />
Walk through of Organic Search Examples<br />
Search: Flowers for newborn baby<br />
Newborn Flowers<br />
Womes Cashmere Cardigan<br />
Cashmere Cardigan<br />
Title & Desc Tags<br />
Kids tshirts<br />
Hairybaby<br />
Title & Desc Tags<br />
Portable External Hard Drive<br />
Portable External Hard Drives<br />
Title & Desc Tags<br />
Holidays Thailand 2011<br />
Sunway - Thailand<br />
Trips to Eygpt<br />
Sunway.ie - Egypt<br />
Title & Desc Tags<br />
Holidays Australia<br />
AustralianHolidays.ie<br />
Title & Desc Tags<br />
New Baby Flowers<br />
Newbaby Flowers<br />
Title & Desc Tags<br />
Local SearchRegister with Google Places<br />
Hotels in Dublin<br />
Places Page<br />
Travel Agents Dublin<br />
Skytours – Google Places<br />
Beautician Dublin<br />
Nuessence Place Page<br />
SEO Best Practices<br />
Best Practices Explanations<br />Are the keywords that you are targeting not only relevant but also popular with searchers...
Best Practices<br />Does your site have an optimized internal linking structure? <br />Do your pages have keyword-rich met...
Search Engine Land - Worst Practices<br />
Worst Practices<br />Does your primary navigation require Flash, Java or Javascript to function?<br />Is your web site don...
Worst Practices<br />Do you have pop-ups on your site?<br />Do you use “click here” or any other superfluous copy for your...
SEO Key Factors<br />www.seomoz.org/article/search-ranking-factors<br />
Top 5 Ranking Factors<br />Keyword Focused Anchor Text from External Links<br />73% very high importance<br />External Lin...
Next 5 Important Factors<br />Keyword Use in Internal Link Anchor Text on the Page<br />47% moderate importance <br />Keyw...
On Page : Keyword Specific Factors<br />
On Page Considerations<br />Keyword Use Anywhere in the Title Tag<br />66% very high importance <br />Keyword Use as the F...
On Page Considerations<br />Keyword Use in the Subdomain Name (e.g. keyword.seomoz.org)<br />42% low importance <br />Keyw...
On Page Considerations<br />Keyword Use / Number of Repetitions in the HTML Text on the Page<br />33% minimal importance <...
On-Page (Non-keyword factors)<br />
On Page: Non-Keyword<br />Existence of Substantive, Unique Content on the Page<br />65% very high importance <br />Recency...
On Page: Non-Keyword<br />Query Parameters in the URL vs. Static URL Format<br />33% minimal importance <br />Ratio of Cod...
Page-Specific Link Popularity Ranking Factors<br />
Links<br />Keyword-Focused Anchor Text from External Links<br />73% very high importance <br />External Link Popularity (q...
Links<br />Topic-Specificity/Focus of External Link Sources (whether external links to this page come from topically relev...
Site Wide : Non-Link Based<br />
Site Wide: Non-Link<br />Site Architecture of the Domain (whether intelligent, useful hierarchies are employed)<br />52% m...
Site Wide: Non-Link<br />Length of Domain Registration<br />37% low importance <br />Domain Registration History (how long...
Social Media<br />
Social Media Related<br />Delicious Data About the Domain or Page<br />21% very minimal importance <br />StumbleUpon Data ...
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RPC-SEO-Presentation

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RPC SEO Session

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RPC-SEO-Presentation

  1. 1. Search Engine Optimisation<br />
  2. 2. Keyword and BacklinkAnalyser Tools<br />
  3. 3. Keyword Research<br />
  4. 4. Traffic Estimator<br />
  5. 5. Google Insights<br />
  6. 6. Open Site Explorer<br />
  7. 7. Yahoo Site Explorer<br />
  8. 8. Which SERPs get most clicks<br />
  9. 9. Google Eye Tracking Testing<br />
  10. 10. Walk through of Organic Search Examples<br />
  11. 11. Search: Flowers for newborn baby<br />
  12. 12. Newborn Flowers<br />
  13. 13. Womes Cashmere Cardigan<br />
  14. 14. Cashmere Cardigan<br />
  15. 15. Title & Desc Tags<br />
  16. 16. Kids tshirts<br />
  17. 17. Hairybaby<br />
  18. 18. Title & Desc Tags<br />
  19. 19. Portable External Hard Drive<br />
  20. 20. Portable External Hard Drives<br />
  21. 21. Title & Desc Tags<br />
  22. 22. Holidays Thailand 2011<br />
  23. 23. Sunway - Thailand<br />
  24. 24.
  25. 25. Trips to Eygpt<br />
  26. 26. Sunway.ie - Egypt<br />
  27. 27. Title & Desc Tags<br />
  28. 28. Holidays Australia<br />
  29. 29. AustralianHolidays.ie<br />
  30. 30. Title & Desc Tags<br />
  31. 31. New Baby Flowers<br />
  32. 32. Newbaby Flowers<br />
  33. 33. Title & Desc Tags<br />
  34. 34. Local SearchRegister with Google Places<br />
  35. 35. Hotels in Dublin<br />
  36. 36. Places Page<br />
  37. 37. Travel Agents Dublin<br />
  38. 38. Skytours – Google Places<br />
  39. 39. Beautician Dublin<br />
  40. 40. Nuessence Place Page<br />
  41. 41. SEO Best Practices<br />
  42. 42. Best Practices Explanations<br />Are the keywords that you are targeting not only relevant but also popular with searchers?<br />Do your page titles lead with your targeted keywords?<br />Is your body copy of sufficient length and keyword-rich?<br />Does the anchor text pointing to various pages within your site include good keywords?<br />Do you employ text links from your home page to your most important secondary pages?<br />Does your Web site have an XML Sitemap, as well as an HTML site map with text links?<br />Are the URLs of your dynamic (database-driven) pages short, simple and static-looking? <br />
  43. 43. Best Practices<br />Does your site have an optimized internal linking structure? <br />Do your pages have keyword-rich meta descriptions with a compelling call to action?<br />Does your site have a custom error page that returns the correct “status code”?<br />Do your filenames and directory names include targeted keywords?<br />Are you actively building links to your site?<br />
  44. 44. Search Engine Land - Worst Practices<br />
  45. 45. Worst Practices<br />Does your primary navigation require Flash, Java or Javascript to function?<br />Is your web site done entirely in Flash or overly graphical with very little textural content?<br />Is your home page a “splash page” or otherwise content-less?<br />Do the URLs of your pages include “cgi-bin” or numerous ampersands?<br />Do the URLs of your pages include session IDs or user IDs?<br />Do you unnecessarily spread your site across multiple domains?<br />Are your title tags the same on all pages?<br />
  46. 46. Worst Practices<br />Do you have pop-ups on your site?<br />Do you use “click here” or any other superfluous copy for your hyperlink text?<br />Do you have superfluous text like “Welcome to” at the beginning of your title tags?<br />Do you have any hidden or small text meant only for the search engines?<br />Do you engage in “keyword stuffing”?<br />Do you repeatedly submit your site to the search engines?<br />Do you incorporate your competitors’ brand names in your meta tags?<br />Do you have duplicate pages with minimal or no changes?<br />Are you submitting to (“Free For All”) link pages and farms?<br />
  47. 47. SEO Key Factors<br />www.seomoz.org/article/search-ranking-factors<br />
  48. 48. Top 5 Ranking Factors<br />Keyword Focused Anchor Text from External Links<br />73% very high importance<br />External Link Popularity (quantity/quality of links)<br />71% very high importance<br />Diversity of Link Sources (links from many unique root domains)<br />67% very high importance<br />Keyword Use Anywhere in the Title Tag<br />66% very high importance<br />Trustworthiness of the Domain Based on Link Distance from Trusted Domains<br />66% very high importance<br />
  49. 49. Next 5 Important Factors<br />Keyword Use in Internal Link Anchor Text on the Page<br />47% moderate importance <br />Keyword Use in External Link Anchor Text on the Page<br />46% moderate importance <br />Keyword Use as the First Word(s) in the H1 Tag<br />45% moderate importance<br />Keyword Use in the First 50-100 Words on the Page<br />45% moderate importance<br />Keyword Use in the Subdomain Name<br />42% low importance<br />Keyword Use in the Page Name URL<br />38% low importance<br />
  50. 50. On Page : Keyword Specific Factors<br />
  51. 51. On Page Considerations<br />Keyword Use Anywhere in the Title Tag<br />66% very high importance <br />Keyword Use as the First Word(s) of the Title Tag<br />63% high importance <br />Keyword Use in the Root Domain Name (e.g. keyword.com)<br />60% high importance <br />Keyword Use Anywhere in the H1 Headline Tag<br />49% moderate importance <br />Keyword Use in Internal Link Anchor Text on the Page<br />47% moderate importance <br />Keyword Use in External Link Anchor Text on the Page<br />46% moderate importance <br />Keyword Use as the First Word(s) in the H1 Tag<br />45% moderate importance <br />Keyword Use in the First 50-100 Words in HTML on the Page<br />45% moderate importance <br />
  52. 52. On Page Considerations<br />Keyword Use in the Subdomain Name (e.g. keyword.seomoz.org)<br />42% low importance <br />Keyword Use in the Page Name URL (e.g. seomoz.org/folder/keyword.html)<br />38% low importance<br />Keyword Use in the Page Folder URL (e.g. seomoz.org/keyword/page.html)<br />37% low importance <br />Keyword Use in other Headline Tags (<h2> – <h6>)<br />35% low importance <br />Keyword Use in Image Alt Text<br />33% minimal importance <br />
  53. 53. On Page Considerations<br />Keyword Use / Number of Repetitions in the HTML Text on the Page<br />33% minimal importance <br />Keyword Use in Image Names Included on the Page (e.g. keyword.jpg)<br />33% minimal importance <br />Keyword Use in <b> or <strong> Tags<br />26% minimal importance <br />Keyword Density Formula (# of Keyword Uses ÷ Total # of Terms on the Page)<br />25% minimal importance <br />
  54. 54. On-Page (Non-keyword factors)<br />
  55. 55. On Page: Non-Keyword<br />Existence of Substantive, Unique Content on the Page<br />65% very high importance <br />Recency (freshness) of Page Creation<br />50% moderate importance <br />Use of Links on the Page that Point to Other URLs on this Domain<br />41% low importance <br />Historical Content Changes (how often the page content has been updated)<br />39% low importance <br />Use of External-Pointing Links on the Page<br />37% low importance <br />
  56. 56. On Page: Non-Keyword<br />Query Parameters in the URL vs. Static URL Format<br />33% minimal importance <br />Ratio of Code to Text in HTML<br />25% minimal importance <br />Existence of a Meta Description Tag<br />22% very minimal importance<br />HTML Validation to W3C Standards<br />16% very minimal importance <br />Use of Flash Elements (or other plug-in content)<br />13% very minimal importance <br />Use of Advertising on the Page<br />11% very minimal importance <br />
  57. 57. Page-Specific Link Popularity Ranking Factors<br />
  58. 58. Links<br />Keyword-Focused Anchor Text from External Links<br />73% very high importance <br />External Link Popularity (quantity/quality of external links)<br />71% very high importance <br />Diversity of Link Sources (links from many unique root domains)<br />67% very high importance <br />Page-Specific TrustRank (whether the individual page has earned links from trusted sources)<br />65% very high importance <br />Iterative Algorithm-Based, Global Link Popularity (PageRank)<br />63% high importance <br />
  59. 59. Links<br />Topic-Specificity/Focus of External Link Sources (whether external links to this page come from topically relevant pages/sites)<br />58% high importance <br />Keyword-Focused Anchor Text from Internal Links<br />55% high importance <br />
  60. 60. Site Wide : Non-Link Based<br />
  61. 61. Site Wide: Non-Link<br />Site Architecture of the Domain (whether intelligent, useful hierarchies are employed)<br />52% moderate importance <br />Use of External Links to Reputable, Trustworthy Sites/Pages<br />37% low importance <br />Length of Domain Registration<br />37% low importance <br />Domain Registration History (how long it’s been registered to the same party, number of times renewed)<br />Server/Hosting Uptime<br />32% minimal importance <br />
  62. 62. Site Wide: Non-Link<br />Length of Domain Registration<br />37% low importance <br />Domain Registration History (how long it’s been registered to the same party, number of times renewed, etc.)<br />36% low importance <br />Server/Hosting Uptime<br />32% minimal importance <br />Hosting Information (what other domains are hosted on the server/c-block of IP addresses)<br />31% minimal importance <br />
  63. 63. Social Media<br />
  64. 64. Social Media Related<br />Delicious Data About the Domain or Page<br />21% very minimal importance <br />StumbleUpon Data About the Domain or Page<br />19% very minimal importance <br />Twitter Data About the Domain or Page<br />17% very minimal importance<br />LinkedIn Data About the Domain or Page<br />15% very minimal importance <br />Facebook Data About the Domain or Page<br />12% very minimal importance <br />MySpace Data About the Domain or Page<br />11% very minimal importance <br />
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