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GROW Academy - Intro into SEO

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An intro into SEO using SEOmoz ppt temparet

An intro into SEO using SEOmoz ppt temparet

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Transcript

  • 1. Search Engine Optimization:
    Understanding the Engines & Building Successful Sites
    Rand Fishkin – August 2010
  • 2. Travel Industry: Client 1
    • Client came to us with no on-site optimisation on website
    • 3. We optimised website
    • 4. Within 2 months of optimisation, website traffic began to increase
    • 5. After 4 months, search engine traffic increased 300%
  • Travel Industry: Client 2
    • Client came to us for on-site optimisation consultation and link building research
    • 6. We optimised website
    • 7. Within 2 months of optimisation, website traffic began to increase
    • 8. After 6 months, search engine traffic increased 1000%
  • Online Dating Industry
    Organic Traffic
    • Client came to us with no on-site optimisation on website or link building
    • 9. We optimised website and implemented a link building strategy
    • 10. Within 5 months, traffic increased by 300% and 360% over 11 months
  • Online Dating Industry
    Paid Traffic
    • Client managed a high cost Google Adwords campaign and was not seeing return on investment
    • 11. Once #1 positions were achieved in Google Organic Search there was no need to use Google Adwords anymore
    • 12. Client stopped Google Adwords campaign after 4 months
  • Online Dating Industry
    Bounce rate
    • Bounce rate was high (23%)on website when we began optimisation process
    • 13. We implemented a design change and immediately the bounce rate dropped to 11%
  • Home Improvement Industry
    • Client came to us to assist in getting their website more targeted traffic
    • 14. Website had no on-site optimisation done to it
    • 15. We optimised the entire website and within 5 months traffic began to increase
    • 16. After 9 months traffic had increased 500%
  • Home Improvement Industry
    • Client came to us to assist in getting their website more targeted traffic
    • 17. We marketed products on various online shopping platforms
    • 18. After 7 months referral traffic had increased 500%
  • Website value
    • www.ubuntudeal.co.za
    • 19. www.immigrationsouthafrica.org
  • Content in this Presentation
    • The Search Landscape
    • 20. How Search Engines Work
    • 21. Case Studies
    • 22. Building Accessible Sites
    • 23. Conducting Keyword Research
    • 24. Link Building Strategies
    • 25. Social Media & the Web’s Influencers
  • The Search Marketing Landscape
  • 26. 100 Billion Searches
    Each Month!
  • 27.
  • 28.
  • 29. Organic vs. Paid Search
    Paid
    Organic
  • 30. Organic vs. Paid Search
    10% of Clicks
    90% of Clicks
  • 31. Click-Through Rates
  • 32. Vertical Search
  • 33. Local Results
    Completely different ranking algorithm than standard search results
    Probably doesn’t get traffic like most “#1” results
  • 34. Image Results
  • 35. Video Results
  • 36. News & Blog Results
  • 37. Shopping Results
  • 38. News Results
    Instant Answers
    Real Time Results
    Local Results
    Image Results
  • 39. Q & A
  • 40. How Search Engines Work
  • 41. Crawling & Indexing
    Without links, the engines might never find this page
  • 42. Many Domains vs. One Domain
    VS.
  • 43. Domain Authority
  • 44. PageRank
  • 45. The Flow of PageRank
  • 46. PageRank is Split Evenly Between the
    Links on a Page
  • 47. Google Says they use PageRank to Crawl
  • 48.
  • 49. Algorithmic Ranking Factors
  • 50. Algorithmic Ranking Factors
  • 51. Q & A
  • 52. Building Accessible Sites
  • 53. Crawlability / Link Architecture
  • 54. Duplicate Content & Canonicalization
  • 55. Duplicate Content & Canonicalization
  • 56. Search Friendly URLs
    www.nationalgeographic.com/animals/african-elephants
    Keywords in page name,
    separated by hyphen
    Single domain
    Shallow folder structurewith relevant words
  • 57. 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
  • 58. Blocking Robots
  • 59. Blocking Robots
  • 60. Important Tags & Signals
  • 61. Title Tags
  • 62. Meta Descriptions
  • 63. Tag Length Recommendations
  • 64. Anchor Text
  • 65. Page Copy
  • 66. Image Alt Attributes
    Good keyword usage in the alt tag
  • 67. Q & A
  • 68. Keyword Research + Targeting
  • 69. The Goals of Keyword Research
  • 70. Choose the “Best”
    Words/Phrases to Target
  • 71. The Keyword Demand Landscape
  • 72. The Long Tail of Keyword Demand
  • 73.
  • 74.
  • 75.
  • 76. Tools & Tactics for Brainstorming
    & Refining Your Seed List
  • 77. Google AdWords Tool
    Be Wary of
    Match Type
    https://adwords.google.com/select/KeywordToolExternal
  • 78. Google Trends
    Sign In for Y-Axis Numbers
    Not Very Accurate
  • 79. Competitive Keyword Research
    Restrict query
    to competitor’s
    domain
  • 80. Link Building Strategies
  • 81. What Goals Can Link Building
    Help Us Achieve?
  • 82. Bolster Individual Rankings
  • 83. Drive Traffic & Branding Awareness
  • 84. Send Converting Traffic
  • 85. The 8 Basic Kinds of Link Building
  • 86. #1 - Manual Link Submissions/Requests
  • 87. #2 - Competitive Link Research/Acquisition
  • 88. #3 - Links via Embedded Content
  • 89. #4 - Linkbait & Viral Campaigns
  • 90. #5 - Content, Technology & API Licensing
  • 91. #6 - Partnerships, Exchanges & Trades
  • 92. #7 - Paid Links
  • 93. #8 - Link Reclamation
  • 94. Using Tools & Processes to Ease the
    Challenges of Link Building
  • 95. Tools for Competitive Link Research
    • Project SEO
    • 96. Open Site Explorer
    • 97. SEOmoz toolbar for Chrome and Firefox
    • 98. Majestic SEO
    • 99. Top Pages
    • 100. Google Blog Search
    • 101. Brand name -site:brand.com
  • Project SEO
  • 102. Open Site Explorer
  • 103. Open Site Explorer
    Highly Correlation w/ Rankings
    Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)
  • 104. Open Site Explorer
    Poor Anchor Text Spells Opportunity
  • 105. Top Pages
    Find which pages are earning links (your own & competitors)
    404s? Reclaim them!
  • 106. Brand name -site:brand.com
  • 107. Brand name -site:brand.com
  • 108. Social Media & the Web’s Influencers
  • 109. Influencers on the Web
  • 110. The Power of the “Linkerati”
  • 111. Content that Appeals to Influencers
  • 112. Incenting/Rewarding Link Behaviors
  • 113. Cannibalization of the Link Graph
    MMM… LINK GRAPHS ARE DELICIOUS!
  • 114. Tweets can seemingly overpower links
    Page B – the tweeted version – ranks #1!
    Page A
    646 links from 36 root domains
    2 tweets
    Page B
    1 link from 1 root domain
    522 tweets
  • 115. You have to do these right, before you can do these right
    Algorithmic Ranking Factors