Creative Thinking & Effective Linking<br />This deck is available online at http://bit.ly/omsmozlinking<br />Rand Fishkin,...
Remember Back in 2004…<br />
Today, It Looks More Like…<br />
SEO Used to Be Just a Few Key Items…<br />
High Quality, Anchor-Rich, External Links<br />Proper Keyword Usage<br />Useful, Relevant Page<br />Accessible to Crawlers...
But Today, It’s All That, Plus…<br />
Quality Raters<br />Topic Modeling<br />High Quality, Anchor-Rich, External Links<br />Proper Keyword Usage<br />Useful, R...
10 “New” Strategies Every SEO Should Be Considering in 2011<br />
#1: Expanding Our Social Circles<br />
Results from Google’s “My Social Circle.” To see results like this, just add “&tbs=frim:1” to the end of any Google query....
The social connections appear to influence rank ordering.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-...
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...
Google crawls deeply to get social data and connections once you add a profile.<br />http:/googleblog.blogspot.com/2010/06...
#2: Improving Our Site’s Social “Share-Ability”<br />
Via one of the web’s most brilliant data porn blogs: http://blog.okcupid.com/index.php/your-looks-and-online-dating/<br />
Overwhelmed by sharing!!<br />Every post on http://mashable.com has 23 unique links to share across 7 channels<br />
Google’s Now Showing +1 to Logged Out Users, Too: http://searchengineland.com/confirmed-google-showing-1-counts-to-logged-...
#3: Optimizing Our Own Sharing Activities<br />
By using http://bit.ly for link sharing, I can see stats on the things that I share that earn clicks/retweets/facebook sha...
Check out http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate for more on analyzing/improvi...
I use http://trunk.ly to keep track of everything I share across networks and make it searchable for future retrieval.<br />
#4: Influencing the Influencers<br />
Finding influencers via http://www.followerwonk.com is awesomely easy.<br />
Google Profile search also rocks: http://www.seomoz.org/blog/dont-ask-sites-for-links-find-people-and-connect. Just use &t...
#5: Video Content<br />
Video “snippets” and video results are a powerful way to get high CTR and great branding. More - http://www.seomoz.org/blo...
Video XML Sitemaps protocol enables you to host any video on your site, send it to Google, and get included in their video...
We control the link for the embed video feature, including the target and anchor text!<br />At Moz, we use and like http:/...
#6: User Experience Optimization<br />
Panda features metrics and a machine-learning model that biases toward “better” UX sites: http://www.wired.com/epicenter/2...
#7: Site Speed<br />
Site speed alone may only be a small factor, but if you’re not loading fast enough, you’re likely losing out on everything...
#8: Beauty of Design + Layout<br />
If your site is as pretty as http://www.cakesweetcake.co.uk/, your credibility, perceived trust, brand value and other pos...
Drawar.com/gallery is one of my favorites for finding awesome designs<br />Finding a designer whose work you love isn’t te...
#9: Community Participation<br />
Moleskine does an awesome job of getting their designer/re-seller community contributing on their site: http://artistmarke...
You Must Become a Hub for GreatContent in Your Niche<br />Answers on Q+A sites reference its resources<br />Referenced by ...
 Informed Opinions
 News/Trend Analysis
 Multimedia Content
 Authentic Expert Contributors
 Quality Discussion/Interaction</li></ul>Mentioned in news publications<br />Forum discussions link to its pages<br />Peop...
#10: We Need to Kill the“Good, Unique Content” Meme<br />
“Good, unique content” isn’t good enough. That’s what everyone’s making. If you’re not raising the bar, just buy traffic. ...
To produce truly awesome, share-worthy stuff, you’re going to need to invest serious effort. Using content factories and a...
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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.

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Creative Thinking + Linking in SEO

  1. 1. Creative Thinking & Effective Linking<br />This deck is available online at http://bit.ly/omsmozlinking<br />Rand Fishkin, SEOmoz CEO, June 2011<br />
  2. 2. Remember Back in 2004…<br />
  3. 3.
  4. 4. Today, It Looks More Like…<br />
  5. 5.
  6. 6.
  7. 7.
  8. 8.
  9. 9.
  10. 10. SEO Used to Be Just a Few Key Items…<br />
  11. 11. High Quality, Anchor-Rich, External Links<br />Proper Keyword Usage<br />Useful, Relevant Page<br />Accessible to Crawlers<br />Solid Internal Link Structure<br />The Basics of SEO: Accessibility, Content Quality, KW Usage and Link Signals<br />
  12. 12. But Today, It’s All That, Plus…<br />
  13. 13. Quality Raters<br />Topic Modeling<br />High Quality, Anchor-Rich, External Links<br />Proper Keyword Usage<br />Useful, Relevant Page<br />Rich Snippets<br />Facebook<br />Vertical Results<br />Twitter<br />Suggest/Instant<br />Google +1<br />Accessible to Crawlers<br />Solid Internal Link Structure<br />Snippet<br />Optimization<br />Brand Metrics<br />Usage Data<br />When everyone’s getting the basics right, you need to go above and beyond to compete.<br />
  14. 14. 10 “New” Strategies Every SEO Should Be Considering in 2011<br />
  15. 15. #1: Expanding Our Social Circles<br />
  16. 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.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
  17. 17. The social connections appear to influence rank ordering.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />These annotations undoubtedly increase CTR, particularly if the source is trusted.<br />
  18. 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!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.google.com/search?q=mba+program+reviews<br />
  19. 19. Google crawls deeply to get social data and connections once you add a profile.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />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<br />
  20. 20. #2: Improving Our Site’s Social “Share-Ability”<br />
  21. 21. Via one of the web’s most brilliant data porn blogs: http://blog.okcupid.com/index.php/your-looks-and-online-dating/<br />
  22. 22. Overwhelmed by sharing!!<br />Every post on http://mashable.com has 23 unique links to share across 7 channels<br />
  23. 23. Google’s Now Showing +1 to Logged Out Users, Too: http://searchengineland.com/confirmed-google-showing-1-counts-to-logged-out-users-82800<br />
  24. 24. #3: Optimizing Our Own Sharing Activities<br />
  25. 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.<br />
  26. 26. Check out http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate for more on analyzing/improving your social sharing<br />
  27. 27. I use http://trunk.ly to keep track of everything I share across networks and make it searchable for future retrieval.<br />
  28. 28. #4: Influencing the Influencers<br />
  29. 29. Finding influencers via http://www.followerwonk.com is awesomely easy.<br />
  30. 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.<br />
  31. 31. #5: Video Content<br />
  32. 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<br />
  33. 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<br />
  34. 34. We control the link for the embed video feature, including the target and anchor text!<br />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!<br />
  35. 35. #6: User Experience Optimization<br />
  36. 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/<br />
  37. 37. #7: Site Speed<br />
  38. 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<br />
  39. 39. #8: Beauty of Design + Layout<br />
  40. 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.<br />
  41. 41. Drawar.com/gallery is one of my favorites for finding awesome designs<br />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.<br />
  42. 42. #9: Community Participation<br />
  43. 43. Moleskine does an awesome job of getting their designer/re-seller community contributing on their site: http://artistmarketplace.moleskine.com/en<br />
  44. 44. 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
  45. 45. Informed Opinions
  46. 46. News/Trend Analysis
  47. 47. Multimedia Content
  48. 48. Authentic Expert Contributors
  49. 49. 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 />
  50. 50. #10: We Need to Kill the“Good, Unique Content” Meme<br />
  51. 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.<br />
  52. 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.<br />
  53. 53. STOP<br />Getting Links<br />
  54. 54. START<br />Earning Links<br />
  55. 55. Take Time Invested in These:<br />Directory Link Building<br />Keyword-Variant Abuse<br />Reciprocal Link Pages<br />Paid Links w/ Manipulative Anchor Text<br />Sitewide, Footer Links<br />Navigation for Engines, Not Humans<br />Low Cost/Quality, Outsourced Content<br />Generic Design and Layout<br />Anchor-Text Rich Internal Links<br />Anonymous Contact Forms<br />Keyword Stuffed Titles + Pages<br />Ad Blocks Dominating the Page<br />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?<br />
  56. 56. Do This Stuff Instead; It Really Works<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 />Type-In Traffic<br />Q+A Sites<br />
  57. 57. Q+A<br />Rand Fishkin; CEO & Co-Founder, SEOmoz<br />This deck is online at http://bit.ly/omsmozlinking<br /><ul><li> Twitter: @randfish
  58. 58. Blog: www.seomoz.org/blog
  59. 59. Email: rand@seomoz.org</li>
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