GROW Academy - Intro into SEO

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An intro into SEO using SEOmoz ppt temparet

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GROW Academy - Intro into SEO

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

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