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10 Steps to Great SEO: InfusionCon 2011

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Rand Fishkin's presentation at InfusionCon March 2011 on the fundamentals of SEO.

Rand Fishkin's presentation at InfusionCon March 2011 on the fundamentals of SEO.

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  • Thanks, really clear presentation. @raibur
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  • Great general tips.
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  • Excellent presentation. Informational. Useful. Organized. Thank you very much.
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    10 Steps to Great SEO: InfusionCon 2011 10 Steps to Great SEO: InfusionCon 2011 Presentation Transcript

    • 10 Steps to Effective SEO & Great Rankings
      A checklist web marketers can use to build a foundation in strong,
      white-hat SEO and inbound marketing.
      Rand Fishkin, SEOmoz CEO, March 2011
    • SEOmoz Makes Software! We don’t offer consulting.
    • Why is SEO so Important?
    • In Feb. 2011, Google said they had 2 Billion+ searches/day!
      Global Search Volume Growth
      Millions of Searches (Monthly)
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Data via ComscoreQsearch: http://www.comscore.com
    • Search Engine Market Share
      Most of the World (except China, Russia, Korea + Czech Republic) look like this
      http://www.hitwise.com/uk/datacentre/main/dashboard-7323.html
      http://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_January_2011_U.S._Search_Engine_Rankings
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.impactmedia.co.uk/blog/search-engine-news/google/search-engine-market-share-statistics-%E2%80%93-february-2011-18271/
    • Organic vs. Paid Search
      Paid
      Organic
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/the-disconnect-in-ppc-vs-seo-spending
    • Organic vs. Paid Search
      ~20% of Clicks
      ~80% of Clicks
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/the-disconnect-in-ppc-vs-seo-spending
    • Click-Through Rates
      Ranking #2, #3 and #4 would send less traffic than just ranking #1
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.blogstorm.co.uk/google-organic-seo-click-through-rates/
    • How Can My Website Compete?
    • Step 1: Good Isn’t Good Enough;Make Your Content Great.
    • “Good” Content vs. “GREAT” Content
      Satisfies the searcher’s basic information requirements
      Surprises and delights the searcher by being remarkable
      Written by a human and not duplicated elsewhere
      Produced by extraordinary writers/designers/producers
      Long enough to fulfill basic needs of engines for depth/uniqueness
      May leverage video, audio, graphics & photos to convey a unique, shareable experience
      Grammatically correct; free of spelling/punctuation errors
      Produced by extraordinary writers/designers/producers
    • OK Cupid Dating Blog
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://blog.okcupid.com/index.php/your-looks-and-online-dating/
    • Oyster.com Hotel Reviews
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.oyster.com/new-york-city/hotels/the-gem-hotel-chelsea/
    • Unbounce Marketing Guide
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://unbounce.com/noob-guide-to-online-marketing-infographic/
    • Searchers LOVE Great Content &People SHARE Great Content
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.businessinsider.com/chart-of-the-day-social-networking-sites-dominate-sharing-2009-7
    • A Blog Alone Doesn’t Cut It.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.wirthmoorerealty.com/real-estate-articles-greater-new-orleans-area
    • You Must Become a Hub for GreatContent in Your Niche
      Answers on Q+A sites reference its resources
      Referenced by industry blogs
      Site that offers:
      • Unique Research
      • Informed Opinions
      • News/Trend Analysis
      • Multimedia Content
      • Authentic Expert Contributors
      • Quality Discussion/Interaction
      Mentioned in news publications
      Forum discussions link to its pages
      People email links to each other
      Links are Tweeted
      Liked/Shared on Facebook
      Cited at conferences + events
      Sometimes, a single piece of content or just a few, can yield these results but, more often, it takes dozens to hundreds of attempts to become a resource hub.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Step 2: Make that Great Content Accessible to Search Engines.
    • Substantive, Descriptive, HTML Text Content
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.hipmunk.com/ is a great site, but there’s no real text content for engines to see! http://adioso.com doesn’t have a ton more, but there’s at least something for Google/Bing to grab onto.
    • Google’s “Cached Snapshot” is a Great Way to Check
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Using the “Cached” link on any search result, you can see what Google’s seen.
    • Clean, Crawlable URLs
      Better
      www.adioso.com/seattle/british-airways-flights
      www.adioso.com/cat61/british
      www.adioso.com/cat61/174
      www.adioso.com/f?ID=174
      www.adioso.com/f?cat=61&?ID=174
      Worse
      cdn6.fly.adioso.com/f?cat=61&?ID=174&CustID=5afsdf21
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      More on good URL structures here: http://www.seomoz.org/blog/11-best-practices-for-urls
    • Preferably All on a Single Sub/Root Domain
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites
    • Logical, Shallow Information Architecture
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/diagrams-for-solving-crawl-priority-indexation-issues
    • No Duplicate Content
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Duplicate content causes problems beyond just rankings – it can hurt your esteem/trust in the engines’ eyes: http://www.seomoz.org/blog/duplicate-content-block-redirect-or-canonical
    • Rel Canonical to the Rescue (Sometimes)
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/canonical-url-tag-the-most-important-advancement-in-seo-practices-since-sitemaps
    • Proper Redirects (301 v. 302, etc.)
      Good for Users
      301 = Permanent Redirect
      Good for Search Engines
      Good for Web Servers
      Fine for Users
      302 = Temporary Redirect
      Bad for Search Engines (treated as temporary)
      Good for Web Servers
      Fails for non-JS Users (including many mobiles)
      Javascript Redirect
      May not be counted by Search Engines
      Slower on Web Servers
      Fine for Users
      Meta Refresh
      Search Engines Don’t Always Treat as Permanent
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Slower on Web Servers
    • Effective Error Handling
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://googlewebmastercentral.blogspot.com/2010/06/crawl-errors-now-reports-soft-404s.html
    • Step 3: Delight Your Visitors with Phenomenal Design + Usability.
    • Search Engines Finally Care About Design
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seobythesea.com/?p=5168
    • Panda/Farmer Update was a First Step
      Generic design is one of the features highly correlated with lost traffic in Panda/Farmer. http://www.seomoz.org/blog/googles-farmer-update-analysis-of-winners-vs-losers
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Great Design is Surprisingly Easy & Affordable
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Using the search query “CSS Gallery” will bring up tons of sites like http://www.cssbeauty.com/gallery/
    • Many Usability Basics are Intuitive
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.usability.gov/basics/index.html
    • Buy “Don’t Make Me Think.” Memorize It.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      A great sample chapter is here: http://www.sensible.com/chapter.html
    • Use Your Analytics to Establish Baselines and Measure Progress
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Google Analytics is totally free! http://www.google.com/analytics
    • Employ Usability Testing Software to Get Specific
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.uxbooth.com/blog/information-gathering-a-roundup-of-ux-applications/
    • Step 4: Use Words Your Customers Use; Do Keyword Research.
    • The Best Keywords Are:
      High Volume
      (many searches/month)
      Low Competition
      (weak sites/pages in the top 10)
      High Value
      (large % of visitors convert)
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      The tricky part is finding these terms/phrases
    • Keyword Research Starts w/ the Right Brainstorming Process
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Graphic via Elliance: http://www.elliance.com/aha/infographics/keyword-research-part-2.aspx?page=1&category=ROI
    • Researching Keyword Volume: Google’s AdWords Tool
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      https://adwords.google.com/select/KeywordToolExternal
    • Microsoft AdCenter Keyword Data
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      https://adcenter.microsoft.com
    • Determining Keyword Difficulty
      Number of results is meaningless
      We want to know how “strong” these sites/pages are
      And how our site’s/page’s metrics compare
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • SEOmoz Has a Tool to Help With This
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/keyword-difficulty
    • Determining a Keyword’s “Value”
      200
      Visitors Searched “User Testing Software” and Arrived at the Site
      1,000
      Visitors Searched “Usability Testing” and Arrived at the Site
      20
      Visitors Took the Product Tour
      40
      Visitors Took the Product Tour
      Conversion Rate:
      2
      Visitors Bought the Software
      10
      Visitors Bought the Software
      5%
      0.2%
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Keyword volume is initially appealing, but conversion rate is critical to the evaluation!
    • Buying PPC is a Great Way to Test
      How do these visitors perform?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Just be aware that PPC behavior isn’t always the same as organic click behavior
    • Put the Data Together and Start with Low-Hanging Fruit
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      I like to use heat indices based on estimated value: Excel can do this automatically
    • Step 5: Optimize your Pages Properly; Get Keyword Targeting Right.
    • Title Tags
      Better
      Usability Testing Software | UserTesting.com
      UserTesting.com | Usability Testing Software
      Usability Testing Software
      Usability Testing, Usability Test, User Testing, User Software
      UserTesting.com
      Worse
      NA
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/learn-seo/title-tag
    • Keywords in the URL Help, Too
      Better
      www.adioso.com/seattle/british-airways-flights
      www.adioso.com/cat61/british
      www.adioso.com/cat61/174
      www.adioso.com/f?ID=174
      www.adioso.com/f?cat=61&?ID=174
      Worse
      cdn6.fly.adioso.com/f?cat=61&?ID=174&CustID=5afsdf21
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Not only is there direct benefit, but people who link using the URL will pass good anchor text, too
    • Meta Description
      TITLE: Low Cost Usability Testing - UserTesting.com
      META DESCRIPTION:Usability testing has never been easier. UserTesting.com's online usability testing is the cheapest, fastest way to find out why visitors leave your website.
      A good meta description acts like ad copy and draws the searcher in: http://www.seomoz.org/learn-seo/meta-description
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Meta Keywords?
      The search engines don’t use these at all (and haven’t since the early 2000s)
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://searchengineland.com/meta-keywords-tag-101-how-to-legally-hide-words-on-your-pages-for-search-engines-12099
    • Body Text Keyword Usage
      Not only do search engines like to see keywords in copy, but visitors will be comforted to see that you have content that addresses their query, too.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Keyword Density vs. TF*IDF vs. Topic Modeling
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated
    • Images & Alt Attributes
      Keywords in alt attributes are surprisingly well correlated with higher rankings
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • H1, H2, H3 Headlines
      Keywords in H(x) tags are not particularly well correlated with high rankings, but may provide some, minor value.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.htmlcodetutorial.com/_H35n.html
    • The Trouble with Domain Names
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited
    • Rel=Canonical on Every Page?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/dispelling-a-persistent-rel-canonical-myth
    • Step 6:Make Search Engine Tools & ProtocolsWork for You.
    • XML Sitemaps
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      This program can help - http://gsitecrawler.com/
    • HTML Sitemaps
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      The Sitemap Page from http://nymag.com/sitemap/
    • RSS Feeds
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Feedburner - http://feedburner.google.com – is a great tool for setting up and monitoring feeds
    • Google Webmaster Tools
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      It’s Free! Available at http://google.com/webmasters
    • Crawl Errors & Error Sources
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Most of the time, you’ll want to fix these up.
    • SEOmoz Does a Good Job of This, Too
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Via the PRO Web App: http://pro.seomoz.org
    • Bing Webmaster Tools
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/bings-duane-forrester-on-webmaster-tools-metrics-and-sitemap-quality-thresholds
    • Step 7: Earn Citations Engines Can See; Build Links, Tweets, Likes & Shares.
    • From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
    • From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363
    • Ahh… The Power of Links
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
    • What Makes a Great Link?
      Editorially given
      From a trusted source
      Uses descriptive anchor text
      Points to the right page
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
    • Google + Bing Now Counting Facebook & Twitter
      Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?
      Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article 
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389
    • SEO Properties of Classic HTML Links
      Rel=“Nofollow”
      (a tag that indicates search engines shouldn’t trust/count this link)
      URL
      (the link target)
      <p><a href=http://www.seomoz.orgrel=“nofollow”> SEOmoz’s Website </a> is a good resource for those seeking to learn more about search engine optimization.</p>
      Anchor text
      (tells the engine what this link is about)
      Surrounding Text
      (may provide context on the link’s relevance)
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Text goes here
    • SEO Properties of Tweets
      Tweeter
      (the authority/importance of the tweeting person matters)
      URL
      (the link target)
      Retweets
      (possible signal that a link/ tweet is more important)
      Surrounding Text
      (in tweets, this sometimes seems used like anchor text)
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study
    • SEO Properties of Facebook Shares
      URL
      (the link target)
      Shares
      (how many users have shared the link)
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Shares, Likes + Updates must be PUBLIC or Google/Bing can’t “see” them.
    • Why Do People Link/Tweet/Share?
      Many of these blogs will use the badge and link to the list, because it makes them look good!
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/the-emotions-that-make-us-link
    • Link Building & Social Sharing Resources
      • Beginner’s Guide: Chapter 7 – Growing Links & Popularity
      • Link Building Blog Posts on SEOmoz
      • Webinar on Link Building Strategies
      • 101 Ways to Build Links from SEOBook
      • Link Building Presentations on Slideshare
      • The Science of Retweetsfrom Dan Zarrella
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      These should help you get started!
    • Step 8: Don’t Go it Alone;Help Your Community Help You.
    • Encourage & Reward Community on Your Site
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      At Moz, we’ve made community central to our site: http://www.seomoz.org/community
    • Spread Your Message Across the Web
      News/Media/PR
      SEO
      Email
      Research/White Papers
      Blogs + Blogging
      Infographics
      Comment Marketing
      Social Networks
      Online Video
      INBOUND MARKETING!(Find Your Audience Organically on the Web)
      Webinars
      Forums
      Document Sharing
      Social Bookmarking
      Word of Mouth
      Podcasting
      Direct/Referring Links
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Type-In Traffic
      Q+A Sites
    • Blogs & Blog Comments
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Forums & Discussion Boards
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/headsmacking-tip-18-use-discussion-search-as-competitive-intel
    • Social Profiles & Interaction
      Facebook Company Page
      SlideShare Profile
      Google Profile
      Twitter Profile
      Crunchbase Page
      Reddit Account
      LinkedIn Company Page
      Quora Profile
      StumbleUpon Account
      YouTube Account
      About.me Page
      StackExchange Account
      Crunchbase Page
      Scribd Profile
      Wikipedia Profile
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      This is my top list of social sites to register with, but there’s likely more that are relevant to your niche.
    • Answer Questions on Q+A Sites
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.quora.com/Rand-Fishkin/answers
    • Syndicate Your Content
      Dozens of sites syndicate SEOmoz’s blog helping to send links and traffic back to the site
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/whiteboard-friday-leveraging-syndicated-content-effectively
    • Find Unique Ways to Engage & Reward
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      UrbanSpoon’s Blogger Outreach Program Sparked Thousands of Links + Great Awareness in Each City: http://www.urbanspoon.com
    • Step 9: Get Analytics Set Up Right;Track What Matters.
    • Basic Google Analytics Installation
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.google.com/support/analytics/bin/answer.py?answer=66983
    • Key SEO Metric #1:Visits / Search Engine
      These ones here!
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      This tells you how many searches resulted in a click on your site in the results
    • Key SEO Metric #2:Keywords Sending 1+ Visits / Search Engine
      This One!
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Track this over time to see if you’re ranking for more unique keyphrases
    • Key SEO Metric #3:# of Pages Receiving Traffic from Each Engine
      This One!
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/indexation-for-seo-real-numbers-in-5-easy-steps
    • SEOmoz PRO Can Help Here Too
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Traffic tab of http://pro.seomoz.org
    • Tracking Keyword Rankings
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://www.seomoz.org/blog/whiteboard-friday-when-to-track-rankings
    • Critical: Set Up “Goals” / “Conversions”
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      http://analytics.blogspot.com/2009/05/how-to-setup-goals-in-google-analytics.html
    • Understand Your Website’s Conversion Funnel
      Home Page
      List of Cheeses
      Hours + Directions
      15%
      10%
      Hopefully, this means a customer is going to come buy some cheese!
      This is the weakest form of a funnel – applying actions to things like forms, emails, “buy” buttons, checkout pages, etc. is a better way to go.
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Step 10: The Web is Not Static;Test & Improve
    • More Traffic
      Home Page
      List of Cheeses
      Hours + Directions
      15%
      10%
      More visits to the home page means more people will decide to visit
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      It’s a lot of hard work to get more visits, though, and we don’t know if they’ll be the kind who love cheese!
    • A Better Funnel
      Home Page
      List of Cheeses
      Hours + Directions
      25%
      20%
      A better “conversion rate” means more people who already visit the site will come to the store!
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
      Woo hoo! Now for every 1,000 people that visit the site, 25 are potential cheese buyers!
    • A/B Split Testing Resources:
      http://visualwebsiteoptimizer.com/ - Awesome tool – easy to use, popular, good plugins
      http://www.optimizely.com/ - Another great option with excellent visuals
      http://unbounce.com/ - Hosted, so no dev required! Very easy to use and well made
      http://www.google.com/websiteoptimizer - Free, but sometimes complex/confusing
      http://www.sitespect.com/ - Don’t personally have experience with this one
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Test Content Types
      Blog
      Videos
      Email Newsletters
      Photos
      Webinars
      Embeddable Content
      Questions + Answers
      Slideshows
      Infographics
      Research/White Papers
      Community Forum
      Web Apps
      Some of these may resonate with you and your audience, others may not. You’ll never know until you experiment!
      http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    • Test Marketing Channels
      Step #1: Discover
      Find inbound marketing paths that look promising and make a list.
      Step #2:Test
      Invest a few days/hours building authentic value in that niche/sector.
      Step #3: Measure
      Use your web analytics to track primary + second-order impact
      Step #4: Repeat
      Throw out low ROI projects; repeat high ROI ones.
    • Ranking Well is Not Enough
    • We Must DESERVE to Rank in Order to Win in the Long Run
    • Q+A
      Rand Fishkin, CEO & Co-Founder, SEOmoz
      • Twitter: @randfish
      • Blog: www.seomoz.org/blog
      • Email: rand@seomoz.org
      You can now try SEOmoz PRO Free!
      http://www.seomoz.org/freetrial