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Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
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Creative Thinking + Linking in SEO

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Rand Fishkin's presentation at OMS Seattle, June 2011 on creative ways (beyond merely links) to move your SEO forward.

Rand Fishkin's presentation at OMS Seattle, June 2011 on creative ways (beyond merely links) to move your SEO forward.

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  • 1. Creative Thinking & Effective Linking
    This deck is available online at http://bit.ly/omsmozlinking
    Rand Fishkin, SEOmoz CEO, June 2011
  • 2. Remember Back in 2004…
  • 3.
  • 4. Today, It Looks More Like…
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. SEO Used to Be Just a Few Key Items…
  • 11. High Quality, Anchor-Rich, External Links
    Proper Keyword Usage
    Useful, Relevant Page
    Accessible to Crawlers
    Solid Internal Link Structure
    The Basics of SEO: Accessibility, Content Quality, KW Usage and Link Signals
  • 12. But Today, It’s All That, Plus…
  • 13. Quality Raters
    Topic Modeling
    High Quality, Anchor-Rich, External Links
    Proper Keyword Usage
    Useful, Relevant Page
    Rich Snippets
    Facebook
    Vertical Results
    Twitter
    Suggest/Instant
    Google +1
    Accessible to Crawlers
    Solid Internal Link Structure
    Snippet
    Optimization
    Brand Metrics
    Usage Data
    When everyone’s getting the basics right, you need to go above and beyond to compete.
  • 14. 10 “New” Strategies Every SEO Should Be Considering in 2011
  • 15. #1: Expanding Our Social Circles
  • 16. Results from Google’s “My Social Circle.” To see results like this, just add “&tbs=frim:1” to the end of any Google query.
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 17. The social connections appear to influence rank ordering.
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    These annotations undoubtedly increase CTR, particularly if the source is trusted.
  • 18. Hang on a tic... How did they know I’m connected to Kalena on Facebook?! I haven’t yet added Facebook to my Google account!
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    http://www.google.com/search?q=mba+program+reviews
  • 19. Google crawls deeply to get social data and connections once you add a profile.
    http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
    Read more here http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings and see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent
  • 20. #2: Improving Our Site’s Social “Share-Ability”
  • 21. Via one of the web’s most brilliant data porn blogs: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
  • 22. Overwhelmed by sharing!!
    Every post on http://mashable.com has 23 unique links to share across 7 channels
  • 23. Google’s Now Showing +1 to Logged Out Users, Too: http://searchengineland.com/confirmed-google-showing-1-counts-to-logged-out-users-82800
  • 24. #3: Optimizing Our Own Sharing Activities
  • 25. By using http://bit.ly for link sharing, I can see stats on the things that I share that earn clicks/retweets/facebook shares, etc. From that tracking, I can learn + optimize.
  • 26. Check out http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate for more on analyzing/improving your social sharing
  • 27. I use http://trunk.ly to keep track of everything I share across networks and make it searchable for future retrieval.
  • 28. #4: Influencing the Influencers
  • 29. Finding influencers via http://www.followerwonk.com is awesomely easy.
  • 30. Google Profile search also rocks: http://www.seomoz.org/blog/dont-ask-sites-for-links-find-people-and-connect. Just use &tbs=prfl:e to the end of any Google query to see them.
  • 31. #5: Video Content
  • 32. Video “snippets” and video results are a powerful way to get high CTR and great branding. More - http://www.seomoz.org/blog/video-seo-basics-whiteboard-friday-11080
  • 33. Video XML Sitemaps protocol enables you to host any video on your site, send it to Google, and get included in their video results + snippets. http://www.google.com/support/webmasters/bin/answer.py?answer=80472
  • 34. We control the link for the embed video feature, including the target and anchor text!
    At Moz, we use and like http://www.wistia.com for video hosting; particularly the stats, ability to embed and earn the link back to our site rather than someone else’s!
  • 35. #6: User Experience Optimization
  • 36. Panda features metrics and a machine-learning model that biases toward “better” UX sites: http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/
  • 37. #7: Site Speed
  • 38. Site speed alone may only be a small factor, but if you’re not loading fast enough, you’re likely losing out on everything else, too… http://www.seomoz.org/blog/site-speed-are-you-fast-does-it-matter
  • 39. #8: Beauty of Design + Layout
  • 40. If your site is as pretty as http://www.cakesweetcake.co.uk/, your credibility, perceived trust, brand value and other post-Panda SEO metrics are going to be much easier to get right.
  • 41. Drawar.com/gallery is one of my favorites for finding awesome designs
    Finding a designer whose work you love isn’t terribly hard, and it will likely be some of the best money you spend. http://sixrevisions.com/web_design/16-best-web-design-galleries-for-inspiration/ has a good list of sites to check out.
  • 42. #9: Community Participation
  • 43. Moleskine does an awesome job of getting their designer/re-seller community contributing on their site: http://artistmarketplace.moleskine.com/en
  • 44. 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
    • 45. Informed Opinions
    • 46. News/Trend Analysis
    • 47. Multimedia Content
    • 48. Authentic Expert Contributors
    • 49. 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
  • 50. #10: We Need to Kill the“Good, Unique Content” Meme
  • 51. “Good, unique content” isn’t good enough. That’s what everyone’s making. If you’re not raising the bar, just buy traffic. Inbound marketing + SEO probably aren’t for you.
  • 52. To produce truly awesome, share-worthy stuff, you’re going to need to invest serious effort. Using content factories and automated solutions is unlikely to work for much longer.
  • 53. STOP
    Getting Links
  • 54. START
    Earning Links
  • 55. Take Time Invested in These:
    Directory Link Building
    Keyword-Variant Abuse
    Reciprocal Link Pages
    Paid Links w/ Manipulative Anchor Text
    Sitewide, Footer Links
    Navigation for Engines, Not Humans
    Low Cost/Quality, Outsourced Content
    Generic Design and Layout
    Anchor-Text Rich Internal Links
    Anonymous Contact Forms
    Keyword Stuffed Titles + Pages
    Ad Blocks Dominating the Page
    Honestly, how long can these tactics keep working? And, more importantly, do they really add value to your business or just expose you to risk when the engines get smarter?
  • 56. Do This Stuff Instead; It Really Works
    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
    Type-In Traffic
    Q+A Sites
  • 57. Q+A
    Rand Fishkin; CEO & Co-Founder, SEOmoz
    This deck is online at http://bit.ly/omsmozlinking
    • Twitter: @randfish
    • 58. Blog: www.seomoz.org/blog
    • 59. Email: rand@seomoz.org

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