SEO for the CEO<br />What C-level Executives Need to Know About Search<br />Gillian Muessig<br />Co-founder and President,...
What IS SEO?<br />It is enabling the dissemination of ideas on the web<br />
Socio-Political Ramifications of Our Work<br />
What IS SEO?<br />
Revolution is fomented on the empty bellies of men<br />Karl Marx, Leon Trotsky, Fidel Castro, CheGuevera, and many others...
It’s Like This…<br />
Organic vs. Paid Search<br />Paid<br />Organic<br />
Organic vs. Paid Search<br />10% of Clicks<br />90% of Clicks<br />
Click-Through Rates<br />
Vertical Search<br />
Local Results<br />
Image Results in SERPs<br />
Video Results<br />
News & Blog Results<br />
Shopping Results<br />
Instant Answers<br />
Instant Answers<br />
News Results<br />Instant Answers<br />Real Time Results<br />Local Results<br />Image Results<br />
How Search Engines Work<br />
Crawling & Indexing<br />Without links, the engines might never find this page<br />
Calculating Query-Independent Metrics<br />Via www.opensiteexplorer.org<br />
Many Domains vs. One Domain<br />VS.<br />
Domain Authority<br />
PageRank<br />
The Flow of PageRank<br />
PageRank is Split Evenly Between the Links on a Page<br />
PageRank is Iterative<br />
Technically, Every External Link “Leaks” PageRank<br />
Removing Links Can<br />Alter the Flow of PageRank<br />
Google Says they use PageRank to Crawl<br />
The Concept of TrustRank<br />
Components of Google’s Ranking Algorithm<br />Algorithmic Ranking Factors<br />
Query Deserves Freshness (QDF)<br />QDF<br />Normal Results<br />QDF<br />
Query Deserves Diversity (QDD)<br />
Building Search Friendly Sites<br />
Algorithmic Ranking Factors<br />
Crawlability / Link Architecture<br />
Duplicate Content & Canonicalization<br />
Duplicate Content & Canonicalization<br />
Canonical URL Tag<br />
Duplicate Titles & Meta Descriptions<br />
Search Friendly URLs<br />www.nationalgeographic.com/animals/african-elephants<br />Keywords in page name,<br />separated ...
Search UN-Friendly URLs<br />Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8<br />No keywords in the URL string<br />Unn...
Fix Broken Links & 404s<br />
Don’t Block the Robots<br />
Do Block the Robots<br />
XML Sitemaps<br />www.sitemaps.org/protocol.php<br />
Webmaster Tools (Google)<br />
Webmaster Tools (Bing)<br />
Search Engine Guidelines<br />www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769<br />
Important Tags & Signals<br />
Title Tags<br />
Meta Descriptions<br />
Tag Length Recommendations<br />
Anchor Text<br />
Page Copy<br />
Image Alt Attributes<br />Good keyword usage in the alt tag<br />
Not Important<br />
Meta Keywords Tag<br />
H1, H2, H(x) Tags<br />
Search Engine “Submission”<br />
Reciprocal Links and Link Farms<br />link<br />
Keyword Research<br />
Identify High Value Keywords<br />
Predict the Effort Required to Rank Well<br />
Choose the “Best” Words/Phrases to Target<br />
The Search Demand Curve<br />
Popular Keywords vs. Long Tail Search Traffic<br />
Conversion Rate by Keyword Phrase Length<br />
Where To Find Your Best Keywords<br />
Salespeople & Customers<br />
Google AdWords Tool<br />Be Wary of<br />Match Type<br />https://adwords.google.com/select/KeywordToolExternal<br />
Bing AdCenter Excel Plug-In<br />www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research<br />
Google Trends<br />Sign In for Y-Axis Numbers<br />Not Very Accurate<br />
Internal Site Search Stats<br />
Competitive Keyword Research<br />Restrict query<br />to competitor’s<br />domain<br />
Targeting the Linkerati<br />Create Content That Attracts Links<br />
The Power of the “Linkerati”<br />
Influencers on the Web<br />
Content that Appeals to Influencers<br />
Cannibalization of the Link Graph<br />MMM… LINK GRAPHS ARE DELICIOUS!<br />
The Rise of the Social Graph<br />
Reading<br />TAGFEE: http://www.seomoz.org/blog/what-we-believe-why-seomozs-tagfee-tenets<br />Beginner’s Guide to SEO:<br...
Thank You<br />
NO… REALLY Thank you!<br />Use the code: SMSB2011<br />30-Day Free Trial ofSEOmoz PRO<br />© 2011 www.seomoz.org<br />
Upcoming SlideShare
Loading in...5
×

Gillian SEOmoz Search Marketing Summit Bangalore - SEO for the CEO

1,528

Published on

Gillian SEOmoz Search Marketing Summit Bangalore - SEO for the CEO

Published in: Education, Technology, Design
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,528
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
27
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Gillian SEOmoz Search Marketing Summit Bangalore - SEO for the CEO

  1. 1. SEO for the CEO<br />What C-level Executives Need to Know About Search<br />Gillian Muessig<br />Co-founder and President, SEOmoz<br />SMS india,Bangalore All rights reserved © 02-2011<br />
  2. 2. What IS SEO?<br />It is enabling the dissemination of ideas on the web<br />
  3. 3.
  4. 4. Socio-Political Ramifications of Our Work<br />
  5. 5. What IS SEO?<br />
  6. 6. Revolution is fomented on the empty bellies of men<br />Karl Marx, Leon Trotsky, Fidel Castro, CheGuevera, and many others<br />
  7. 7. It’s Like This…<br />
  8. 8. Organic vs. Paid Search<br />Paid<br />Organic<br />
  9. 9. Organic vs. Paid Search<br />10% of Clicks<br />90% of Clicks<br />
  10. 10. Click-Through Rates<br />
  11. 11. Vertical Search<br />
  12. 12. Local Results<br />
  13. 13. Image Results in SERPs<br />
  14. 14. Video Results<br />
  15. 15. News & Blog Results<br />
  16. 16. Shopping Results<br />
  17. 17. Instant Answers<br />
  18. 18. Instant Answers<br />
  19. 19. News Results<br />Instant Answers<br />Real Time Results<br />Local Results<br />Image Results<br />
  20. 20. How Search Engines Work<br />
  21. 21. Crawling & Indexing<br />Without links, the engines might never find this page<br />
  22. 22. Calculating Query-Independent Metrics<br />Via www.opensiteexplorer.org<br />
  23. 23. Many Domains vs. One Domain<br />VS.<br />
  24. 24. Domain Authority<br />
  25. 25. PageRank<br />
  26. 26. The Flow of PageRank<br />
  27. 27. PageRank is Split Evenly Between the Links on a Page<br />
  28. 28. PageRank is Iterative<br />
  29. 29. Technically, Every External Link “Leaks” PageRank<br />
  30. 30. Removing Links Can<br />Alter the Flow of PageRank<br />
  31. 31. Google Says they use PageRank to Crawl<br />
  32. 32. The Concept of TrustRank<br />
  33. 33. Components of Google’s Ranking Algorithm<br />Algorithmic Ranking Factors<br />
  34. 34. Query Deserves Freshness (QDF)<br />QDF<br />Normal Results<br />QDF<br />
  35. 35. Query Deserves Diversity (QDD)<br />
  36. 36. Building Search Friendly Sites<br />
  37. 37. Algorithmic Ranking Factors<br />
  38. 38. Crawlability / Link Architecture<br />
  39. 39. Duplicate Content & Canonicalization<br />
  40. 40. Duplicate Content & Canonicalization<br />
  41. 41. Canonical URL Tag<br />
  42. 42. Duplicate Titles & Meta Descriptions<br />
  43. 43. Search Friendly URLs<br />www.nationalgeographic.com/animals/african-elephants<br />Keywords in page name,<br />separated by hyphen<br />Single domain<br />Shallow folder structurewith relevant words<br />
  44. 44. Search UN-Friendly URLs<br />Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8<br />No keywords in the URL string<br />Unnecessary<br />Subdomain<br />Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters<br />
  45. 45. Fix Broken Links & 404s<br />
  46. 46. Don’t Block the Robots<br />
  47. 47. Do Block the Robots<br />
  48. 48. XML Sitemaps<br />www.sitemaps.org/protocol.php<br />
  49. 49. Webmaster Tools (Google)<br />
  50. 50. Webmaster Tools (Bing)<br />
  51. 51. Search Engine Guidelines<br />www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769<br />
  52. 52. Important Tags & Signals<br />
  53. 53. Title Tags<br />
  54. 54. Meta Descriptions<br />
  55. 55. Tag Length Recommendations<br />
  56. 56. Anchor Text<br />
  57. 57. Page Copy<br />
  58. 58. Image Alt Attributes<br />Good keyword usage in the alt tag<br />
  59. 59. Not Important<br />
  60. 60. Meta Keywords Tag<br />
  61. 61. H1, H2, H(x) Tags<br />
  62. 62. Search Engine “Submission”<br />
  63. 63. Reciprocal Links and Link Farms<br />link<br />
  64. 64. Keyword Research<br />
  65. 65. Identify High Value Keywords<br />
  66. 66. Predict the Effort Required to Rank Well<br />
  67. 67. Choose the “Best” Words/Phrases to Target<br />
  68. 68. The Search Demand Curve<br />
  69. 69. Popular Keywords vs. Long Tail Search Traffic<br />
  70. 70. Conversion Rate by Keyword Phrase Length<br />
  71. 71. Where To Find Your Best Keywords<br />
  72. 72. Salespeople & Customers<br />
  73. 73. Google AdWords Tool<br />Be Wary of<br />Match Type<br />https://adwords.google.com/select/KeywordToolExternal<br />
  74. 74. Bing AdCenter Excel Plug-In<br />www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research<br />
  75. 75. Google Trends<br />Sign In for Y-Axis Numbers<br />Not Very Accurate<br />
  76. 76. Internal Site Search Stats<br />
  77. 77. Competitive Keyword Research<br />Restrict query<br />to competitor’s<br />domain<br />
  78. 78. Targeting the Linkerati<br />Create Content That Attracts Links<br />
  79. 79. The Power of the “Linkerati”<br />
  80. 80. Influencers on the Web<br />
  81. 81. Content that Appeals to Influencers<br />
  82. 82. Cannibalization of the Link Graph<br />MMM… LINK GRAPHS ARE DELICIOUS!<br />
  83. 83. The Rise of the Social Graph<br />
  84. 84. Reading<br />TAGFEE: http://www.seomoz.org/blog/what-we-believe-why-seomozs-tagfee-tenets<br />Beginner’s Guide to SEO:<br />http://guides.seomoz.org/beginners-guide-to-search-engine-optimization<br />All the SEOmoz PRO Guides:<br />http://www.seomoz.org/learn-seo<br />
  85. 85. Thank You<br />
  86. 86. NO… REALLY Thank you!<br />Use the code: SMSB2011<br />30-Day Free Trial ofSEOmoz PRO<br />© 2011 www.seomoz.org<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×