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

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