10 Steps to Great SEO: InfusionCon 2011
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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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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