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10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
10 Steps to Great SEO: InfusionCon 2011
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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  • 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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  • 1. 10 Steps to Effective SEO & Great Rankings<br />A checklist web marketers can use to build a foundation in strong,<br />white-hat SEO and inbound marketing.<br />Rand Fishkin, SEOmoz CEO, March 2011<br />
  • 2. SEOmoz Makes Software! We don’t offer consulting.<br />
  • 3. Why is SEO so Important?<br />
  • 4. In Feb. 2011, Google said they had 2 Billion+ searches/day!<br />Global Search Volume Growth <br />Millions of Searches (Monthly)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Data via ComscoreQsearch: http://www.comscore.com<br />
  • 5. Search Engine Market Share<br />Most of the World (except China, Russia, Korea + Czech Republic) look like this<br />http://www.hitwise.com/uk/datacentre/main/dashboard-7323.html<br />http://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_January_2011_U.S._Search_Engine_Rankings<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.impactmedia.co.uk/blog/search-engine-news/google/search-engine-market-share-statistics-%E2%80%93-february-2011-18271/<br />
  • 6. Organic vs. Paid Search<br />Paid<br />Organic<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/the-disconnect-in-ppc-vs-seo-spending<br />
  • 7. Organic vs. Paid Search<br />~20% of Clicks<br />~80% of Clicks<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/the-disconnect-in-ppc-vs-seo-spending<br />
  • 8. Click-Through Rates<br />Ranking #2, #3 and #4 would send less traffic than just ranking #1<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.blogstorm.co.uk/google-organic-seo-click-through-rates/<br />
  • 9. How Can My Website Compete?<br />
  • 10. Step 1: Good Isn’t Good Enough;Make Your Content Great.<br />
  • 11. “Good” Content vs. “GREAT” Content<br />Satisfies the searcher’s basic information requirements<br />Surprises and delights the searcher by being remarkable<br />Written by a human and not duplicated elsewhere<br />Produced by extraordinary writers/designers/producers<br />Long enough to fulfill basic needs of engines for depth/uniqueness<br />May leverage video, audio, graphics & photos to convey a unique, shareable experience<br />Grammatically correct; free of spelling/punctuation errors<br />Produced by extraordinary writers/designers/producers<br />
  • 12. OK Cupid Dating Blog<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://blog.okcupid.com/index.php/your-looks-and-online-dating/<br />
  • 13. Oyster.com Hotel Reviews<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.oyster.com/new-york-city/hotels/the-gem-hotel-chelsea/<br />
  • 14. Unbounce Marketing Guide<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://unbounce.com/noob-guide-to-online-marketing-infographic/<br />
  • 15. Searchers LOVE Great Content &People SHARE Great Content<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.businessinsider.com/chart-of-the-day-social-networking-sites-dominate-sharing-2009-7<br />
  • 16. A Blog Alone Doesn’t Cut It.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.wirthmoorerealty.com/real-estate-articles-greater-new-orleans-area<br />
  • 17. You Must Become a Hub for GreatContent in Your Niche<br />Answers on Q+A sites reference its resources<br />Referenced by industry blogs<br />Site that offers:<br /><ul><li> Unique Research
  • 18. Informed Opinions
  • 19. News/Trend Analysis
  • 20. Multimedia Content
  • 21. Authentic Expert Contributors
  • 22. Quality Discussion/Interaction</li></ul>Mentioned in news publications<br />Forum discussions link to its pages<br />People email links to each other<br />Links are Tweeted<br />Liked/Shared on Facebook<br />Cited at conferences + events<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 23. Step 2: Make that Great Content Accessible to Search Engines.<br />
  • 24. Substantive, Descriptive, HTML Text Content<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />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.<br />
  • 25. Google’s “Cached Snapshot” is a Great Way to Check<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Using the “Cached” link on any search result, you can see what Google’s seen.<br />
  • 26. Clean, Crawlable URLs<br />Better<br />www.adioso.com/seattle/british-airways-flights<br />www.adioso.com/cat61/british<br />www.adioso.com/cat61/174<br />www.adioso.com/f?ID=174<br />www.adioso.com/f?cat=61&?ID=174<br />Worse<br />cdn6.fly.adioso.com/f?cat=61&?ID=174&CustID=5afsdf21<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />More on good URL structures here: http://www.seomoz.org/blog/11-best-practices-for-urls<br />
  • 27. Preferably All on a Single Sub/Root Domain<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/understanding-root-domains-subdomains-vs-subfolders-microsites<br />
  • 28. Logical, Shallow Information Architecture<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/diagrams-for-solving-crawl-priority-indexation-issues<br />
  • 29. No Duplicate Content<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />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<br />
  • 30. Rel Canonical to the Rescue (Sometimes)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/canonical-url-tag-the-most-important-advancement-in-seo-practices-since-sitemaps<br />
  • 31. Proper Redirects (301 v. 302, etc.)<br />Good for Users<br />301 = Permanent Redirect<br />Good for Search Engines<br />Good for Web Servers<br />Fine for Users<br />302 = Temporary Redirect<br />Bad for Search Engines (treated as temporary)<br />Good for Web Servers<br />Fails for non-JS Users (including many mobiles)<br />Javascript Redirect<br />May not be counted by Search Engines<br />Slower on Web Servers<br />Fine for Users<br />Meta Refresh<br />Search Engines Don’t Always Treat as Permanent<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Slower on Web Servers<br />
  • 32. Effective Error Handling<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://googlewebmastercentral.blogspot.com/2010/06/crawl-errors-now-reports-soft-404s.html<br />
  • 33. Step 3: Delight Your Visitors with Phenomenal Design + Usability.<br />
  • 34. Search Engines Finally Care About Design<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seobythesea.com/?p=5168<br />
  • 35. Panda/Farmer Update was a First Step<br />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<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 36. Great Design is Surprisingly Easy & Affordable<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Using the search query “CSS Gallery” will bring up tons of sites like http://www.cssbeauty.com/gallery/<br />
  • 37. Many Usability Basics are Intuitive<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.usability.gov/basics/index.html<br />
  • 38. Buy “Don’t Make Me Think.” Memorize It.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />A great sample chapter is here: http://www.sensible.com/chapter.html<br />
  • 39. Use Your Analytics to Establish Baselines and Measure Progress<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Google Analytics is totally free! http://www.google.com/analytics<br />
  • 40. Employ Usability Testing Software to Get Specific<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.uxbooth.com/blog/information-gathering-a-roundup-of-ux-applications/<br />
  • 41. Step 4: Use Words Your Customers Use; Do Keyword Research.<br />
  • 42. The Best Keywords Are:<br />High Volume<br />(many searches/month)<br />Low Competition<br />(weak sites/pages in the top 10)<br />High Value<br />(large % of visitors convert)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />The tricky part is finding these terms/phrases<br />
  • 43. Keyword Research Starts w/ the Right Brainstorming Process<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Graphic via Elliance: http://www.elliance.com/aha/infographics/keyword-research-part-2.aspx?page=1&category=ROI<br />
  • 44. Researching Keyword Volume: Google’s AdWords Tool<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />https://adwords.google.com/select/KeywordToolExternal<br />
  • 45. Microsoft AdCenter Keyword Data<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />https://adcenter.microsoft.com<br />
  • 46. Determining Keyword Difficulty<br />Number of results is meaningless<br />We want to know how “strong” these sites/pages are<br />And how our site’s/page’s metrics compare<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 47. SEOmoz Has a Tool to Help With This<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/keyword-difficulty<br />
  • 48. Determining a Keyword’s “Value”<br />200<br />Visitors Searched “User Testing Software” and Arrived at the Site<br />1,000<br />Visitors Searched “Usability Testing” and Arrived at the Site<br />20<br />Visitors Took the Product Tour<br />40<br />Visitors Took the Product Tour<br />Conversion Rate:<br />2<br />Visitors Bought the Software<br />10<br />Visitors Bought the Software<br />5%<br />0.2%<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Keyword volume is initially appealing, but conversion rate is critical to the evaluation!<br />
  • 49. Buying PPC is a Great Way to Test<br />How do these visitors perform?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Just be aware that PPC behavior isn’t always the same as organic click behavior<br />
  • 50. Put the Data Together and Start with Low-Hanging Fruit<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />I like to use heat indices based on estimated value: Excel can do this automatically<br />
  • 51. Step 5: Optimize your Pages Properly; Get Keyword Targeting Right.<br />
  • 52. Title Tags<br />Better<br />Usability Testing Software | UserTesting.com<br />UserTesting.com | Usability Testing Software<br />Usability Testing Software<br />Usability Testing, Usability Test, User Testing, User Software<br />UserTesting.com<br />Worse<br />NA<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/learn-seo/title-tag<br />
  • 53. Keywords in the URL Help, Too<br />Better<br />www.adioso.com/seattle/british-airways-flights<br />www.adioso.com/cat61/british<br />www.adioso.com/cat61/174<br />www.adioso.com/f?ID=174<br />www.adioso.com/f?cat=61&?ID=174<br />Worse<br />cdn6.fly.adioso.com/f?cat=61&?ID=174&CustID=5afsdf21<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Not only is there direct benefit, but people who link using the URL will pass good anchor text, too<br />
  • 54. Meta Description<br />TITLE: Low Cost Usability Testing - UserTesting.com<br />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.<br />A good meta description acts like ad copy and draws the searcher in: http://www.seomoz.org/learn-seo/meta-description<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 55. Meta Keywords?<br />The search engines don’t use these at all (and haven’t since the early 2000s)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://searchengineland.com/meta-keywords-tag-101-how-to-legally-hide-words-on-your-pages-for-search-engines-12099<br />
  • 56. Body Text Keyword Usage<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 57. Keyword Density vs. TF*IDF vs. Topic Modeling<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/lda-and-googles-rankings-well-correlated<br />
  • 58. Images & Alt Attributes<br />Keywords in alt attributes are surprisingly well correlated with higher rankings<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 59. H1, H2, H3 Headlines<br />Keywords in H(x) tags are not particularly well correlated with high rankings, but may provide some, minor value.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.htmlcodetutorial.com/_H35n.html<br />
  • 60. The Trouble with Domain Names<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/exact-match-domains-are-far-too-powerful-is-their-time-limited<br />
  • 61. Rel=Canonical on Every Page?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/dispelling-a-persistent-rel-canonical-myth<br />
  • 62. Step 6:Make Search Engine Tools & ProtocolsWork for You.<br />
  • 63. XML Sitemaps<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />This program can help - http://gsitecrawler.com/<br />
  • 64. HTML Sitemaps<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />The Sitemap Page from http://nymag.com/sitemap/<br />
  • 65. RSS Feeds<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Feedburner - http://feedburner.google.com – is a great tool for setting up and monitoring feeds<br />
  • 66. Google Webmaster Tools<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />It’s Free! Available at http://google.com/webmasters<br />
  • 67. Crawl Errors & Error Sources<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Most of the time, you’ll want to fix these up.<br />
  • 68. SEOmoz Does a Good Job of This, Too<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Via the PRO Web App: http://pro.seomoz.org<br />
  • 69. Bing Webmaster Tools<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/bings-duane-forrester-on-webmaster-tools-metrics-and-sitemap-quality-thresholds<br />
  • 70. Step 7: Earn Citations Engines Can See; Build Links, Tweets, Likes & Shares.<br />
  • 71. From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363<br />
  • 72. From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://searchengineland.com/google-kills-bushs-miserable-failure-search-other-google-bombs-10363<br />
  • 73. Ahh… The Power of Links<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements<br />
  • 74. What Makes a Great Link?<br />Editorially given<br />From a trusted source<br />Uses descriptive anchor text<br />Points to the right page<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links<br />
  • 75. Google + Bing Now Counting Facebook & Twitter<br />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?<br />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 <br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389<br />
  • 76. SEO Properties of Classic HTML Links<br />Rel=“Nofollow”<br />(a tag that indicates search engines shouldn’t trust/count this link)<br />URL<br />(the link target)<br /><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><br />Anchor text<br />(tells the engine what this link is about)<br />Surrounding Text<br />(may provide context on the link’s relevance)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Text goes here<br />
  • 77. SEO Properties of Tweets<br />Tweeter<br />(the authority/importance of the tweeting person matters)<br />URL<br />(the link target)<br />Retweets<br />(possible signal that a link/ tweet is more important)<br />Surrounding Text<br />(in tweets, this sometimes seems used like anchor text)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/tweets-effect-rankings-unexpected-case-study<br />
  • 78. SEO Properties of Facebook Shares<br />URL<br />(the link target)<br />Shares<br />(how many users have shared the link)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Shares, Likes + Updates must be PUBLIC or Google/Bing can’t “see” them.<br />
  • 79. Why Do People Link/Tweet/Share?<br />Many of these blogs will use the badge and link to the list, because it makes them look good!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/the-emotions-that-make-us-link<br />
  • 80. Link Building & Social Sharing Resources<br /><ul><li>Beginner’s Guide: Chapter 7 – Growing Links & Popularity
  • 81. Link Building Blog Posts on SEOmoz
  • 82. Webinar on Link Building Strategies
  • 83. 101 Ways to Build Links from SEOBook
  • 84. Link Building Presentations on Slideshare
  • 85. The Science of Retweetsfrom Dan Zarrella</li></ul>http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />These should help you get started!<br />
  • 86. Step 8: Don’t Go it Alone;Help Your Community Help You.<br />
  • 87. Encourage & Reward Community on Your Site<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />At Moz, we’ve made community central to our site: http://www.seomoz.org/community<br />
  • 88. Spread Your Message Across the Web<br />News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging<br />Infographics<br />Comment Marketing<br />Social Networks<br />Online Video<br />INBOUND MARKETING!(Find Your Audience Organically on the Web)<br />Webinars<br />Forums<br />Document Sharing<br />Social Bookmarking<br />Word of Mouth<br />Podcasting<br />Direct/Referring Links<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Type-In Traffic<br />Q+A Sites<br />
  • 89. Blogs & Blog Comments<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 90. Forums & Discussion Boards<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/headsmacking-tip-18-use-discussion-search-as-competitive-intel<br />
  • 91. Social Profiles & Interaction<br />Facebook Company Page<br />SlideShare Profile<br />Google Profile<br />Twitter Profile<br />Crunchbase Page<br />Reddit Account<br />LinkedIn Company Page<br />Quora Profile<br />StumbleUpon Account<br />YouTube Account<br />About.me Page<br />StackExchange Account<br />Crunchbase Page<br />Scribd Profile<br />Wikipedia Profile<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />This is my top list of social sites to register with, but there’s likely more that are relevant to your niche.<br />
  • 92. Answer Questions on Q+A Sites<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.quora.com/Rand-Fishkin/answers<br />
  • 93. Syndicate Your Content<br />Dozens of sites syndicate SEOmoz’s blog helping to send links and traffic back to the site<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/whiteboard-friday-leveraging-syndicated-content-effectively<br />
  • 94. Find Unique Ways to Engage & Reward<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />UrbanSpoon’s Blogger Outreach Program Sparked Thousands of Links + Great Awareness in Each City: http://www.urbanspoon.com<br />
  • 95. Step 9: Get Analytics Set Up Right;Track What Matters.<br />
  • 96. Basic Google Analytics Installation<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.google.com/support/analytics/bin/answer.py?answer=66983<br />
  • 97. Key SEO Metric #1:Visits / Search Engine<br />These ones here!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />This tells you how many searches resulted in a click on your site in the results<br />
  • 98. Key SEO Metric #2:Keywords Sending 1+ Visits / Search Engine<br />This One!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Track this over time to see if you’re ranking for more unique keyphrases<br />
  • 99. Key SEO Metric #3:# of Pages Receiving Traffic from Each Engine<br />This One!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/indexation-for-seo-real-numbers-in-5-easy-steps<br />
  • 100. SEOmoz PRO Can Help Here Too<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Traffic tab of http://pro.seomoz.org<br />
  • 101. Tracking Keyword Rankings<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz.org/blog/whiteboard-friday-when-to-track-rankings<br />
  • 102. Critical: Set Up “Goals” / “Conversions”<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://analytics.blogspot.com/2009/05/how-to-setup-goals-in-google-analytics.html<br />
  • 103. Understand Your Website’s Conversion Funnel<br />Home Page<br />List of Cheeses<br />Hours + Directions<br />15%<br />10%<br />Hopefully, this means a customer is going to come buy some cheese!<br />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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 104. Step 10: The Web is Not Static;Test & Improve<br />
  • 105. More Traffic<br />Home Page<br />List of Cheeses<br />Hours + Directions<br />15%<br />10%<br />More visits to the home page means more people will decide to visit<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />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!<br />
  • 106. A Better Funnel<br />Home Page<br />List of Cheeses<br />Hours + Directions<br />25%<br />20%<br />A better “conversion rate” means more people who already visit the site will come to the store!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Woo hoo! Now for every 1,000 people that visit the site, 25 are potential cheese buyers!<br />
  • 107. A/B Split Testing Resources:<br />http://visualwebsiteoptimizer.com/ - Awesome tool – easy to use, popular, good plugins<br />http://www.optimizely.com/ - Another great option with excellent visuals<br />http://unbounce.com/ - Hosted, so no dev required! Very easy to use and well made<br />http://www.google.com/websiteoptimizer - Free, but sometimes complex/confusing<br />http://www.sitespect.com/ - Don’t personally have experience with this one<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 108. Test Content Types<br />Blog<br />Videos<br />Email Newsletters<br />Photos<br />Webinars<br />Embeddable Content<br />Questions + Answers<br />Slideshows<br />Infographics<br />Research/White Papers<br />Community Forum<br />Web Apps<br />Some of these may resonate with you and your audience, others may not. You’ll never know until you experiment!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  • 109. Test Marketing Channels<br />Step #1: Discover<br />Find inbound marketing paths that look promising and make a list.<br />Step #2:Test<br />Invest a few days/hours building authentic value in that niche/sector.<br />Step #3: Measure<br />Use your web analytics to track primary + second-order impact<br />Step #4: Repeat<br />Throw out low ROI projects; repeat high ROI ones.<br />
  • 110. Ranking Well is Not Enough<br />
  • 111. We Must DESERVE to Rank in Order to Win in the Long Run<br />
  • 112. Q+A<br />Rand Fishkin, CEO & Co-Founder, SEOmoz<br /><ul><li> Twitter: @randfish
  • 113. Blog: www.seomoz.org/blog
  • 114. Email: rand@seomoz.org</li></ul>You can now try SEOmoz PRO Free!<br />http://www.seomoz.org/freetrial<br />

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