SEO for the CEO - What C-level Executives Need to Know About Search
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SEO for the CEO - What C-level Executives Need to Know About Search

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This is Gillian Muessig's (SEOMOM and CEO of SEOMOZ) presentation from session 1 of her DCU LINK Techspectations Seminar at Dublin City University with support from DCU Business School. It introduces ...

This is Gillian Muessig's (SEOMOM and CEO of SEOMOZ) presentation from session 1 of her DCU LINK Techspectations Seminar at Dublin City University with support from DCU Business School. It introduces SEO and explores what management in businesses need to know about SEO.

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    SEO for the CEO - What C-level Executives Need to Know About Search SEO for the CEO - What C-level Executives Need to Know About Search Presentation Transcript

    • SEO for the CEOWhat C-level Executives Need to Know About Search Gillian Muessig Co-founder and President, SEOmoz CEO Coach, WebmasterRadio.fm Dublin City University - All rights reserved © 03-2011
    • What IS SEO?It is enabling the dissemination of ideas on the web
    • Socio-Political Ramifications of Our Work
    • What IS SEO?
    • Revolution is fomented on the empty bellies of men Karl Marx, Leon Trotsky, Fidel Castro, Che Guevera, and many others
    • It’s Like This…
    • Organic vs. Paid Search PaidOrganic
    • Organic vs. Paid Search10% of Clicks90% 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 AnswersReal Time Results Local Results Image Results
    • How Search Engines Work
    • Crawling & Indexing Without links, theengines 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 EvenlyBetween the Links on a Page
    • PageRank is Iterative
    • Technically, Every External Link “Leaks” PageRank
    • Removing Links CanAlter the Flow of PageRank
    • Google Says they use PageRank to Crawl
    • The Concept of TrustRank
    • Components of Google’s Ranking Algorithm Algorithmic Ranking Factors
    • Query Deserves Freshness (QDF) QDFNormal Results QDF
    • Query Deserves Diversity (QDD)
    • Building Search Friendly Sites
    • Algorithmic Ranking Factors
    • Crawlability / Link Architecture
    • Duplicate Content & Canonicalization
    • Duplicate Content & Canonicalization
    • Canonical URL Tag
    • Duplicate Titles & Meta Descriptions
    • Search Friendly URLswww.nationalgeographic.com/animals/african-elephants Keywords in page name, Single domain separated by hyphen Shallow folder structure with relevant words
    • Search UN-Friendly URLsXyz3.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 Sitemapswww.sitemaps.org/protocol.php
    • Webmaster Tools (Google)
    • Webmaster Tools (Bing)
    • Search Engine Guidelineswww.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
    • Important Tags & Signals
    • Title Tags
    • Meta Descriptions
    • Tag Length Recommendations
    • Anchor Text
    • Page Copy
    • Image Alt AttributesGood keyword usage in the alt tag
    • Not Important
    • Meta Keywords Tag
    • H1, H2, H(x) Tags
    • Search Engine “Submission”
    • Reciprocal Links and Link Farms link
    • Keyword Research
    • Identify High Value Keywords
    • Predict the Effort Required to Rank Well
    • Choose the “Best” Words/Phrases to Target
    • The Search Demand Curve
    • Popular Keywords vs. Long Tail Search Traffic
    • Conversion Rate by Keyword Phrase Length
    • Where To Find Your Best Keywords
    • Salespeople & Customers
    • Google AdWords Tool Be Wary of Match Typehttps://adwords.google.com/select/KeywordToolExternal
    • Bing AdCenter Excel Plug-Inwww.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 queryto competitor’s domain
    • Targeting the LinkeratiCreate Content That Attracts Links
    • 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
    • ReadingTAGFEE:http://www.seomoz.org/blog/what-we-believe-why-seomozs-tagfee-tenetsBeginner’s Guide to SEO:http://guides.seomoz.org/beginners-guide-to-search-engine-optimizationAll the SEOmoz PRO Guides:http://www.seomoz.org/learn-seo
    • Thank You
    • NO… REALLY Thank you! Use the code: SMSB201130-Day Free Trial of SEOmoz PRO © 2011 www.seomoz.org