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Search Engine Marketing MD4
 

Search Engine Marketing MD4

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Search Engine Marketing Presentation for MD4

Search Engine Marketing Presentation for MD4

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    Search Engine Marketing MD4 Search Engine Marketing MD4 Presentation Transcript

    • Rankonemarketing.net
      Resources Courtesy SEOMoz
      RankOne Marketing– April 2011
    • info@rankonemarketing.net
      Rankonemarketing.net
      RankOne Marketing– April 2011
    • RankOne Marketing– April 2011
    • Organic vs. Paid Search
      Paid
      Organic
    • Organic vs. Paid Search
      30% of Clicks
      70% of Clicks
    • Click-Through Rates
    • Local Results
      Completely different ranking algorithm than standard search results
      Probably doesn’t get traffic like most “#1” results
    • Image Results
    • Video Results
    • The Rise of the Social Graph
    • Query Deserves Freshness (QDF)
      QDF
      Normal Results
      QDF
    • Query Deserves Diversity (QDD)
    • Instant Answers
    • This Section Focuses on:
    • Crawling & Indexing
      Without links, the engines might never find this page
    • Google Says they use PageRank to Crawl
    • Algorithmic Ranking Factors
    • Algorithmic Ranking Factors
    • On Page Keyword Usage
      On Page SEO
    • Search Friendly URLs
      www.nationalgeographic.com/animals/african-elephants
      Keywords in page name,
      separated by hyphen
      Single domain
      Shallow folder structurewith relevant words
    • 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
    • Title Tags
    • Duplicate Titles & Meta Descriptions
    • Meta Descriptions
    • View Page Source
    • Tag Length Recommendations
    • Image Alt Attributes
      Good keyword usage in the alt tag
    • Keywords in Content
      • 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)
    • Page Copy
    • H1, H2, H(x) Tags
    • Meta Keywords Tag
    • Algorithmic Ranking Factors
    • Anchor Text
      Links to CheapDublinHotels.com
    • Anchor Text
    • Algorithmic Ranking Factors
    • Links
    • No Site is an Island
    • Linking
      Without links, the engines might never find this page
    • What Goals Can Linkbuilding Achieve?
    • Bolster Individual Rankings
    • Improve a Domain’s Ability to Rank Pages
    • Achieve More Complete Indexation
    • Drive Traffic & Branding Awareness
    • Send Converting Traffic
      Image Credit: websiteoptimization.com
    • #1 - Manual Link Submissions/Requests
    • #2 - Competitive Link Research/Acquisition
    • #3 - Links via Embedded Content
    • #4 - Linkbait & Viral Campaigns
    • #5 - Content, Technology & API Licensing
    • #6 - Partnerships, Exchanges & Trades
    • #7 - Paid Links
    • #8 - Link Reclamation
    • Fixing Broken Links & 404s
    • Algorithmic Ranking Factors
    • PageRank
    • Page Rank – Que?
    • Google Says they use Page Rank to Crawl
    • The Flow of Page Rank
    • Page Rank is Split Evenly Between the
      Links on a Page
    • Authority
    • Domain Authority
    • Duplicate Content
    • Duplicate Content & Canonicalization
    • Some Other Things To Think About
    • Blocking Robots
    • Crawlability / Link Architecture
    • XML Sitemaps
      www.sitemaps.org/protocol.php
    • Algorithmic Ranking Factors
    • Links
      RankOne Marketing– April 2011
    • Links
      RankOne Marketing– April 2011
    • Links
      RankOne Marketing– April 2011
    • Links
      RankOne Marketing– April 2011
    • Links
      RankOne Marketing– April 2011
    • Rankonemarketing.net
      RankOne Marketing– April 2011
    • Keywords - Keyphrases
    • Identify High Value Keywords
    • Predict the Effort Required to Rank Well
    • Choose the “Best”
      Words/Phrases to Target
    • Competition
    • The Long Tail of Keyword Demand
    • Salespeople & Customers
    • Google AdWords Tool
      Be Wary of
      Match Type
      https://adwords.google.com/select/KeywordToolExternal
    • Google Trends
      Sign In for Y-Axis Numbers
      Not Very Accurate
    • Internal Site Search Stats
    • Adwords adventure
    • Start with Your Seed List
    • Create Spreadsheet w/ these Columns
    • Get Google Search Demand Numbers
    • Guesstimate Conversion Rate Numbers
    • Or Use PPC Campaign Data
    • Add Keyword Difficulty Data for Top Terms
      We like using a weighted average of
      the Page Authority metric
    • Target High Volume, High Value,
      Low Difficulty Terms First
    • Tools Can Help Provide Scores
    • Yahoo! Site Explorer
      Directionally indicative
      within ~50%
      Not necessarily followed & in a somewhat random order
    • Open Site Explorer
    • Open Site Explorer
      Highly Correlation w/ Rankings
      Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)
    • Link Intersect
      Link Intersect uses the same principle – sites w/ links in common that don’t point to you.
    • Rankonemarketing.net
      RankOne Marketing– April 2011