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Gillian SEOmoz Search Marketing Summit Bangalore - SEO for the CEO

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Gillian SEOmoz Search Marketing Summit Bangalore - SEO for the CEO

Gillian SEOmoz Search Marketing Summit Bangalore - SEO for the CEO

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