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Rankonemarketing.net<br />Resources Courtesy SEOMoz<br />RankOne Marketing– April 2011<br />
info@rankonemarketing.net<br />Rankonemarketing.net<br />RankOne Marketing– April 2011<br />
RankOne Marketing– April 2011<br />
Organic vs. Paid Search<br />Paid<br />Organic<br />
Organic vs. Paid Search<br />30% of Clicks<br />70% of Clicks<br />
Click-Through Rates<br />
Local Results<br />Completely different ranking algorithm than standard search results<br />Probably doesn’t get traffic l...
Image Results<br />
Video Results<br />
The Rise of the Social Graph<br />
Query Deserves Freshness (QDF)<br />QDF<br />Normal Results<br />QDF<br />
Query Deserves Diversity (QDD)<br />
Instant Answers<br />
This Section Focuses on:<br />
Crawling & Indexing<br />Without links, the engines might never find this page<br />
Google Says they use PageRank to Crawl<br />
Algorithmic Ranking Factors<br />
Algorithmic Ranking Factors<br />
On Page Keyword Usage<br />On Page SEO<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...
Title Tags<br />
Duplicate Titles & Meta Descriptions<br />
Meta Descriptions<br />
View Page Source<br />
Tag Length Recommendations<br />
Image Alt Attributes<br />Good keyword usage in the alt tag<br />
Keywords in Content<br /><ul><li> Keywords should make up about 5%
 Latent Semantic Index
 Use Keywords in alt tags
Use Keywords in Meta Tags
 Use Keywords in headings (h1 h2)</li></li></ul><li>Page Copy<br />
H1, H2, H(x) Tags<br />
Meta Keywords Tag<br />
Algorithmic Ranking Factors<br />
Anchor Text<br />Links to CheapDublinHotels.com<br />
Anchor Text<br />
Algorithmic Ranking Factors<br />
Links<br />
No Site is an Island<br />
Linking<br />Without links, the engines might never find this page<br />
What Goals Can Linkbuilding Achieve?<br />
Bolster Individual Rankings<br />
Improve a Domain’s Ability to Rank Pages<br />
Achieve More Complete Indexation<br />
Drive Traffic & Branding Awareness<br />
Send Converting Traffic<br />Image Credit: websiteoptimization.com<br />
#1 - Manual Link Submissions/Requests<br />
#2 - Competitive Link Research/Acquisition<br />
#3 - Links via Embedded Content<br />
#4 - Linkbait & Viral Campaigns<br />
#5 - Content, Technology & API Licensing<br />
#6 - Partnerships, Exchanges & Trades<br />
#7 - Paid Links<br />
#8 - Link Reclamation<br />
Fixing Broken Links & 404s<br />
Algorithmic Ranking Factors<br />
PageRank<br />
Page Rank – Que?<br />
Google Says they use Page Rank to Crawl<br />
The Flow of Page Rank<br />
Page Rank is Split Evenly Between the<br />Links on a Page<br />
Authority<br />
Domain Authority<br />
Duplicate Content<br />
Duplicate Content & Canonicalization<br />
Some Other Things To Think About<br />
Blocking Robots<br />
Crawlability / Link Architecture<br />
XML Sitemaps<br />www.sitemaps.org/protocol.php<br />
Algorithmic Ranking Factors<br />
Links<br />RankOne Marketing– April 2011<br />
Links<br />RankOne Marketing– April 2011<br />
Links<br />RankOne Marketing– April 2011<br />
Links<br />RankOne Marketing– April 2011<br />
Links<br />RankOne Marketing– April 2011<br />
Rankonemarketing.net<br />RankOne Marketing– April 2011<br />
Keywords - Keyphrases<br />
Identify High Value Keywords<br />
Predict the Effort Required to Rank Well<br />
Choose the “Best”<br />Words/Phrases to Target<br />
Competition<br />
The Long Tail of Keyword Demand<br />
Salespeople & Customers<br />
Google AdWords Tool<br />Be Wary of<br />Match Type<br />https://adwords.google.com/select/KeywordToolExternal<br />
Google Trends<br />Sign In for Y-Axis Numbers<br />Not Very Accurate<br />
Internal Site Search Stats<br />
Adwords adventure<br />
Start with Your Seed List<br />
Create Spreadsheet w/ these Columns<br />
Get Google Search Demand Numbers<br />
Guesstimate Conversion Rate Numbers<br />
Or Use PPC Campaign Data<br />
Add Keyword Difficulty Data for Top Terms<br />We like using a weighted average of<br />the Page Authority metric<br />
Target High Volume, High Value,<br /> Low Difficulty Terms First<br />
Tools Can Help Provide Scores<br />
Yahoo! Site Explorer<br />Directionally indicative<br />within ~50%<br />Not necessarily followed & in a somewhat random o...
Open Site Explorer<br />
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Search Engine Marketing MD4

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Search Engine Marketing Presentation for MD4

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Transcript of "Search Engine Marketing MD4"

  1. 1. Rankonemarketing.net<br />Resources Courtesy SEOMoz<br />RankOne Marketing– April 2011<br />
  2. 2. info@rankonemarketing.net<br />Rankonemarketing.net<br />RankOne Marketing– April 2011<br />
  3. 3. RankOne Marketing– April 2011<br />
  4. 4.
  5. 5. Organic vs. Paid Search<br />Paid<br />Organic<br />
  6. 6. Organic vs. Paid Search<br />30% of Clicks<br />70% of Clicks<br />
  7. 7. Click-Through Rates<br />
  8. 8. Local Results<br />Completely different ranking algorithm than standard search results<br />Probably doesn’t get traffic like most “#1” results<br />
  9. 9. Image Results<br />
  10. 10. Video Results<br />
  11. 11. The Rise of the Social Graph<br />
  12. 12. Query Deserves Freshness (QDF)<br />QDF<br />Normal Results<br />QDF<br />
  13. 13. Query Deserves Diversity (QDD)<br />
  14. 14. Instant Answers<br />
  15. 15. This Section Focuses on:<br />
  16. 16. Crawling & Indexing<br />Without links, the engines might never find this page<br />
  17. 17. Google Says they use PageRank to Crawl<br />
  18. 18. Algorithmic Ranking Factors<br />
  19. 19. Algorithmic Ranking Factors<br />
  20. 20. On Page Keyword Usage<br />On Page SEO<br />
  21. 21. 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 />
  22. 22. 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 />
  23. 23. Title Tags<br />
  24. 24. Duplicate Titles & Meta Descriptions<br />
  25. 25. Meta Descriptions<br />
  26. 26. View Page Source<br />
  27. 27. Tag Length Recommendations<br />
  28. 28. Image Alt Attributes<br />Good keyword usage in the alt tag<br />
  29. 29. Keywords in Content<br /><ul><li> Keywords should make up about 5%
  30. 30. Latent Semantic Index
  31. 31. Use Keywords in alt tags
  32. 32. Use Keywords in Meta Tags
  33. 33. Use Keywords in headings (h1 h2)</li></li></ul><li>Page Copy<br />
  34. 34. H1, H2, H(x) Tags<br />
  35. 35. Meta Keywords Tag<br />
  36. 36. Algorithmic Ranking Factors<br />
  37. 37.
  38. 38. Anchor Text<br />Links to CheapDublinHotels.com<br />
  39. 39. Anchor Text<br />
  40. 40. Algorithmic Ranking Factors<br />
  41. 41. Links<br />
  42. 42. No Site is an Island<br />
  43. 43. Linking<br />Without links, the engines might never find this page<br />
  44. 44. What Goals Can Linkbuilding Achieve?<br />
  45. 45. Bolster Individual Rankings<br />
  46. 46. Improve a Domain’s Ability to Rank Pages<br />
  47. 47. Achieve More Complete Indexation<br />
  48. 48. Drive Traffic & Branding Awareness<br />
  49. 49. Send Converting Traffic<br />Image Credit: websiteoptimization.com<br />
  50. 50.
  51. 51. #1 - Manual Link Submissions/Requests<br />
  52. 52. #2 - Competitive Link Research/Acquisition<br />
  53. 53. #3 - Links via Embedded Content<br />
  54. 54. #4 - Linkbait & Viral Campaigns<br />
  55. 55. #5 - Content, Technology & API Licensing<br />
  56. 56. #6 - Partnerships, Exchanges & Trades<br />
  57. 57. #7 - Paid Links<br />
  58. 58. #8 - Link Reclamation<br />
  59. 59. Fixing Broken Links & 404s<br />
  60. 60. Algorithmic Ranking Factors<br />
  61. 61.
  62. 62. PageRank<br />
  63. 63. Page Rank – Que?<br />
  64. 64. Google Says they use Page Rank to Crawl<br />
  65. 65. The Flow of Page Rank<br />
  66. 66. Page Rank is Split Evenly Between the<br />Links on a Page<br />
  67. 67. Authority<br />
  68. 68. Domain Authority<br />
  69. 69. Duplicate Content<br />
  70. 70. Duplicate Content & Canonicalization<br />
  71. 71.
  72. 72. Some Other Things To Think About<br />
  73. 73. Blocking Robots<br />
  74. 74. Crawlability / Link Architecture<br />
  75. 75. XML Sitemaps<br />www.sitemaps.org/protocol.php<br />
  76. 76. Algorithmic Ranking Factors<br />
  77. 77. Links<br />RankOne Marketing– April 2011<br />
  78. 78. Links<br />RankOne Marketing– April 2011<br />
  79. 79.
  80. 80.
  81. 81. Links<br />RankOne Marketing– April 2011<br />
  82. 82.
  83. 83. Links<br />RankOne Marketing– April 2011<br />
  84. 84.
  85. 85. Links<br />RankOne Marketing– April 2011<br />
  86. 86.
  87. 87. Rankonemarketing.net<br />RankOne Marketing– April 2011<br />
  88. 88. Keywords - Keyphrases<br />
  89. 89. Identify High Value Keywords<br />
  90. 90. Predict the Effort Required to Rank Well<br />
  91. 91. Choose the “Best”<br />Words/Phrases to Target<br />
  92. 92. Competition<br />
  93. 93.
  94. 94. The Long Tail of Keyword Demand<br />
  95. 95.
  96. 96.
  97. 97.
  98. 98. Salespeople & Customers<br />
  99. 99. Google AdWords Tool<br />Be Wary of<br />Match Type<br />https://adwords.google.com/select/KeywordToolExternal<br />
  100. 100. Google Trends<br />Sign In for Y-Axis Numbers<br />Not Very Accurate<br />
  101. 101. Internal Site Search Stats<br />
  102. 102. Adwords adventure<br />
  103. 103. Start with Your Seed List<br />
  104. 104. Create Spreadsheet w/ these Columns<br />
  105. 105. Get Google Search Demand Numbers<br />
  106. 106. Guesstimate Conversion Rate Numbers<br />
  107. 107. Or Use PPC Campaign Data<br />
  108. 108. Add Keyword Difficulty Data for Top Terms<br />We like using a weighted average of<br />the Page Authority metric<br />
  109. 109. Target High Volume, High Value,<br /> Low Difficulty Terms First<br />
  110. 110. Tools Can Help Provide Scores<br />
  111. 111. Yahoo! Site Explorer<br />Directionally indicative<br />within ~50%<br />Not necessarily followed & in a somewhat random order<br />
  112. 112. Open Site Explorer<br />
  113. 113. Open Site Explorer<br />Highly Correlation w/ Rankings<br />Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)<br />
  114. 114. Link Intersect<br />Link Intersect uses the same principle – sites w/ links in common that don’t point to you.<br />
  115. 115. Rankonemarketing.net<br />RankOne Marketing– April 2011<br />
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