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Grow Academy - July 2012

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  • 1. Search  Engine  Op.miza.on: Understanding  the  Engines  &   Building  Successful  Sites Rand  Fishkin  –  August  2010
  • 2. Travel  Industry:  Client  1•  Client  came  to  us  with  no  on-­‐site  opBmisaBon  on  website•  We  opBmised  website•  Within  2  months  of  opBmisaBon,  website  traffic  began  to  increase•  AHer  4  months,  search  engine  traffic  increased  300%
  • 3. Travel  Industry:  Client  2•  Client  came  to  us  for  on-­‐site  opBmisaBon  consultaBon  and  link    •  building  research•  We  opBmised  website•  Within  2  months  of  opBmisaBon,  website  traffic  began  to  increase•  AHer  6  months,  search  engine  traffic  increased  1000%
  • 4. Online  DaBng  IndustryOrganic  Traffic•  Client  came  to  us  with  no  on-­‐site  opBmisaBon  on  website  or  •  link  building•  We  opBmised  website  and  implemented  a  link  building  strategy•  Within  5  months,  traffic  increased  by  300%    and  360%  over  11  months
  • 5. Online  DaBng  Industry Paid  Traffic•  Client  managed  a  high  cost  Google  Adwords  campaign  and  was  not  seeing  •  return  on  investment•  Once  #1  posiBons  were  achieved  in  Google  Organic  Search  there  was    •  no  need  to  use  Google  Adwords  anymore•  Client  stopped  Google  Adwords  campaign  aHer  4  months
  • 6. Online  DaBng  IndustryBounce  rate•  Bounce  rate  was  high  (23%)on  website  when  we  began  opBmisaBon  •  process•  We  implemented  a  design  change  and  immediately  the  bounce  •  rate  dropped  to  11%
  • 7. Home  Improvement  Industry•  Client  came  to  us  to  assist  in  geWng  their  website  more  targeted    •  traffic•  Website  had  no  on-­‐site  opBmisaBon  done  to  it•  We  opBmised  the  enBre  website  and  within  5  months  traffic  began  to  •  increase•  AHer  9  months  traffic  had  increased  500%
  • 8. Home  Improvement  Industry•  Client  came  to  us  to  assist  in  geWng  their  website  more  targeted    •  traffic•  We  marketed  products  on  various  online  shopping  plaYorms•  AHer  7  months  referral  traffic  had  increased  500%
  • 9. Content  in  this  Presenta.on1.  Case  studies  2.  The  search  markeBng  landscape3.  How  Search  Engines  Work4.  Building  Accessible  Sites5.  ConducBng  Keyword  Research6.  Link  Building  Strategies7.  Social  Media  &  the  Web’s  Influencers
  • 10. The  Search  Marke.ng  Landscape
  • 11. Organic  vs.  Paid  Search PaidOrganic
  • 12. Organic  vs.  Paid  Search10%  of  Clicks90%  of  Clicks
  • 13. Click-­‐Through  Rates
  • 14. Ver.cal  Search
  • 15. Local  Results Completely  different  ranking  algorithm  than  standard  search   resultsProbably  doesn’t  get  traffic  like   most  “#1”  results
  • 16. Image  Results
  • 17. Video  Results
  • 18. News  &  Blog  Results
  • 19. Shopping  Results
  • 20. News  Results Instant  AnswersReal  Time  Results Local  Results Image  Results
  • 21. How  Search  Engines  Work
  • 22. Crawling  &  Indexing Without  links,  the  engines  might  never   find  this  page
  • 23. Many  Domains  vs.  One  Domain VS.
  • 24. Domain  Authority
  • 25. The  Flow  of  PageRank
  • 26. Algorithmic  Ranking  Factors
  • 27. Algorithmic  Ranking  Factors
  • 28. Building  Accessible  Sites
  • 29. Crawlability  /  Link  Architecture
  • 30. Duplicate  Content  &   Canonicaliza.on
  • 31. Duplicate  Content  &  Canonicaliza.on
  • 32. Search  Friendly  URLswww.naBonalgeographic.com/animals/african-­‐elephants Single  domain Shallow  folder  structure   Keywords  in  page  name, with  relevant  words separated  by  hyphen
  • 33. Search  UN-­‐Friendly  URLsXyz3.naBonalgeographic.com/a/?q=31z&mg=vv7z&sd=8 Unnecessary Dynamic  URLs  don’t  perform  as  well  as   No  keywords  in  the     Subdomain staBc  and  engines  recommend  against   URL  string more  than  two  parameters
  • 34. Important  Tags  &  Signals
  • 35. Title  Tags
  • 36. Meta  Descrip.ons
  • 37. Anchor  Text
  • 38. Page  Copy
  • 39. Image  Alt  ATributesGood  keyword  usage   in  the  alt  tag
  • 40. Keyword  Research  +  Targe.ng
  • 41. The  Long  Tail  of  Keyword  Demand
  • 42. Tools  &  Tac.cs  for  Brainstorming &  Refining  Your  Seed  List
  • 43. Google  AdWords  Tool Be  Wary  of Match  Typehrps://adwords.google.com/select/KeywordToolExternal
  • 44. Google  Trends
  • 45. Compe..ve  Keyword  Research Restrict  queryto  compeBtor’s domain
  • 46. Link  Building  Strategies
  • 47. Bolster  Individual  Rankings
  • 48. Drive  Traffic  &  Branding  Awareness
  • 49. The  7  Basic  Kinds  of  Link  Building
  • 50. #1  -­‐  Manual  Link  Submissions/Requests
  • 51. #2  -­‐  Compe..ve  Link  Research/Acquisi.on
  • 52. #3  -­‐  Links  via  Embedded  Content
  • 53. #4  -­‐  Linkbait  &  Viral  Campaigns
  • 54. #5  -­‐  Content,  Technology  &  API  Licensing
  • 55. #6  –  Links  within  editorial  content  Creating newsworthy content is difficult for small companies
  • 56. #7  –  Blog  contribu.on  Building relationships with blogs takes time
  • 57. Free  Tools  for  Compe..ve  Link  Research•     Brand  name  -­‐site:brand.com
  • 58. Brand  name  -­‐site:brand.com
  • 59. Brand  name  -­‐site:brand.com
  • 60. Social  Media  &  the  Web’s  Influencers
  • 61. Influencers  on  the  Web
  • 62. Cannibaliza.on  of  the  Link  Graph MMM… LINK GRAPHS ARE DELICIOUS!
  • 63. Cannibaliza.on  of  the  Link  Graph
  • 64. Tweets  can  seemingly  overpower  links Page  B  –  the   tweeted  version   –  ranks  #1! Page  B Page  A 1  link  from  1  root  domain646  links  from  36  root  domains 522  tweets 2  tweets
  • 65. Retweet  e.quiTe•  Leave room (100 chars).•  Do not start the ReTweet with an @ sign.•  Give credit.•  Try to keep as much of the original tweet intact as possible.
  • 66. Algorithmic  Ranking  Factors
  • 67. Prac.cal  lessonsþ  Sign up to Google Adwords Keyword Research Tool þ  www.google.com/adwords/ þ  Keyword researchþ  Sign up to Google Analytics þ  www.google.com/analytics þ  Bounce rates þ  Referral traffic þ  Organic trafficþ  Competitor Research þ  Brand name –site:brand.comþ  Twitter þ  Advanced search þ  # hashtag þ  Build relationships þ  Understand domain authorityþ  Install SEOmoz toolbar þ  SERP’s þ  Domain check