GROW Academy - Intro into SEO
Upcoming SlideShare
Loading in...5
×
 

GROW Academy - Intro into SEO

on

  • 1,138 views

An intro into SEO using SEOmoz ppt temparet

An intro into SEO using SEOmoz ppt temparet

Statistics

Views

Total Views
1,138
Views on SlideShare
1,086
Embed Views
52

Actions

Likes
0
Downloads
7
Comments
0

3 Embeds 52

http://www.webgrowth.biz 48
url_unknown 3
http://www.slideshare.net 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    GROW Academy - Intro into SEO GROW Academy - Intro into SEO Presentation Transcript

    • Search Engine Optimization:
      Understanding the Engines & Building Successful Sites
      Rand Fishkin – August 2010
    • Travel Industry: Client 1
      • Client came to us with no on-site optimisation on website
      • We optimised website
      • Within 2 months of optimisation, website traffic began to increase
      • 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
      • We optimised website
      • Within 2 months of optimisation, website traffic began to increase
      • 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
      • We optimised website and implemented a link building strategy
      • 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
      • Once #1 positions were achieved in Google Organic Search there was no need to use Google Adwords anymore
      • 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
      • 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
      • Website had no on-site optimisation done to it
      • We optimised the entire website and within 5 months traffic began to increase
      • After 9 months traffic had increased 500%
    • Home Improvement Industry
      • Client came to us to assist in getting their website more targeted traffic
      • We marketed products on various online shopping platforms
      • After 7 months referral traffic had increased 500%
    • Website value
      • www.ubuntudeal.co.za
      • www.immigrationsouthafrica.org
    • Content in this Presentation
      • The Search Landscape
      • How Search Engines Work
      • Case Studies
      • Building Accessible Sites
      • Conducting Keyword Research
      • Link Building Strategies
      • Social Media & the Web’s Influencers
    • The Search Marketing Landscape
    • 100 Billion Searches
      Each Month!
    • Organic vs. Paid Search
      Paid
      Organic
    • Organic vs. Paid Search
      10% of Clicks
      90% of Clicks
    • Click-Through Rates
    • Vertical Search
    • Local Results
      Completely different ranking algorithm than standard search results
      Probably doesn’t get traffic like most “#1” results
    • Image Results
    • Video Results
    • News & Blog Results
    • Shopping Results
    • News Results
      Instant Answers
      Real Time Results
      Local Results
      Image Results
    • Q & A
    • How Search Engines Work
    • Crawling & Indexing
      Without links, the engines might never find this page
    • Many Domains vs. One Domain
      VS.
    • Domain Authority
    • PageRank
    • The Flow of PageRank
    • PageRank is Split Evenly Between the
      Links on a Page
    • Google Says they use PageRank to Crawl
    • Algorithmic Ranking Factors
    • Algorithmic Ranking Factors
    • Q & A
    • Building Accessible Sites
    • Crawlability / Link Architecture
    • Duplicate Content & Canonicalization
    • Duplicate Content & Canonicalization
    • 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
    • Blocking Robots
    • Blocking Robots
    • Important Tags & Signals
    • Title Tags
    • Meta Descriptions
    • Tag Length Recommendations
    • Anchor Text
    • Page Copy
    • Image Alt Attributes
      Good keyword usage in the alt tag
    • Q & A
    • Keyword Research + Targeting
    • The Goals of Keyword Research
    • Choose the “Best”
      Words/Phrases to Target
    • The Keyword Demand Landscape
    • The Long Tail of Keyword Demand
    • Tools & Tactics for Brainstorming
      & Refining Your Seed List
    • 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
    • Competitive Keyword Research
      Restrict query
      to competitor’s
      domain
    • Link Building Strategies
    • What Goals Can Link Building
      Help Us Achieve?
    • Bolster Individual Rankings
    • Drive Traffic & Branding Awareness
    • Send Converting Traffic
    • The 8 Basic Kinds of Link Building
    • #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
    • Using Tools & Processes to Ease the
      Challenges of Link Building
    • Tools for Competitive Link Research
      • Project SEO
      • Open Site Explorer
      • SEOmoz toolbar for Chrome and Firefox
      • Majestic SEO
      • Top Pages
      • Google Blog Search
      • Brand name -site:brand.com
    • Project SEO
    • 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)
    • Open Site Explorer
      Poor Anchor Text Spells Opportunity
    • Top Pages
      Find which pages are earning links (your own & competitors)
      404s? Reclaim them!
    • Brand name -site:brand.com
    • Brand name -site:brand.com
    • Social Media & the Web’s Influencers
    • Influencers on the Web
    • The Power of the “Linkerati”
    • Content that Appeals to Influencers
    • Incenting/Rewarding Link Behaviors
    • Cannibalization of the Link Graph
      MMM… LINK GRAPHS ARE DELICIOUS!
    • 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
    • You have to do these right, before you can do these right
      Algorithmic Ranking Factors