Introduction to SEO
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Introduction to SEO

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This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search......

This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search engine landscape, the SEO process, keyword research, link building and the emergence of social media as a ranking signal.

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Transcript

  • 1. Search Engine Optimization:
    Understanding the Engines & Building Successful Sites
    Rand Fishkin – August 2010
  • 2. Content in this Presentation
    • The Search Landscape
    • 3. How Search Engines Work
    • 4. Building Accessible Sites
    • 5. Conducting Keyword Research
    • 6. Link Building Strategies
    • 7. Social Media & the Web’s Influencers
  • The Search Marketing Landscape
  • 8. 100 Billion Searches
    Each Month!
  • 9.
  • 10.
  • 11. Organic vs. Paid Search
    Paid
    Organic
  • 12. Organic vs. Paid Search
    10% of Clicks
    90% of Clicks
  • 13. Click-Through Rates
  • 14. Vertical Search
  • 15. Local Results
    Completely different ranking algorithm than standard search results
    Probably doesn’t get traffic like most “#1” results
  • 16. Image Results
  • 17. Video Results
  • 18. News & Blog Results
  • 19. Shopping Results
  • 20. Instant Answers
  • 21. Instant Answers
  • 22. Instant Answers
  • 23. News Results
    Instant Answers
    Real Time Results
    Local Results
    Image Results
  • 24. This Presentation Focuses on:
  • 25. How Search Engines Work
  • 26. Crawling & Indexing
    Without links, the engines might never find this page
  • 27. Calculating Query-Independent Metrics
    Via www.opensiteexplorer.org
  • 28. Many Domains vs. One Domain
    VS.
  • 29. Domain Authority
  • 30. PageRank
  • 31. The Flow of PageRank
  • 32. PageRank is Split Evenly Between the
    Links on a Page
  • 33. PageRank is an Iterative Algorithm
  • 34. Technically, Every External Link
    “Leaks” PageRank
  • 35. Nofollowing or Removing Links Can
    Alter the Flow of PageRank
  • 36. Or, at least it used to...
    www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
  • 37. Google Says they use PageRank to Crawl
  • 38.
  • 39. Algorithmic Ranking Factors
  • 40. Query Deserves Freshness (QDF)
    QDF
    Normal Results
    QDF
  • 41. Query Deserves Diversity (QDD)
  • 42. Algorithmic Ranking Factors
  • 43. Building Accessible Sites
  • 44. Crawlability / Link Architecture
  • 45. Duplicate Content & Canonicalization
  • 46. Duplicate Content & Canonicalization
  • 47. Canonical URL Tag
  • 48. 301 Redirects
    302s
  • 49. Duplicate Titles & Meta Descriptions
  • 50. Search Friendly URLs
    www.nationalgeographic.com/animals/african-elephants
    Keywords in page name,
    separated by hyphen
    Single domain
    Shallow folder structurewith relevant words
  • 51. Search UN-Friendly URLs
    Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
    No keywords in the URL string
    Unnecessary
    Subdomain
    Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters
  • 52. Fixing Broken Links & 404s
  • 53. Blocking Robots
  • 54. Blocking Robots
  • 55. XML Sitemaps
    www.sitemaps.org/protocol.php
  • 56. Webmaster Tools (Google)
  • 57. Webmaster Tools (Bing)
  • 58. Search Engine Guidelines
    www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
  • 59. Important Tags & Signals
  • 60. Title Tags
  • 61. Meta Descriptions
  • 62. Tag Length Recommendations
  • 63. Anchor Text
  • 64. Page Copy
  • 65. Image Alt Attributes
    Good keyword usage in the alt tag
  • 66. Not So Important
  • 67. Meta Keywords Tag
  • 68. H1, H2, H(x) Tags
  • 69. Search Engine “Submission”
  • 70. Keyword Research + Targeting
  • 71. The Goals of Keyword Research
  • 72. Determine Relative Volume Levels
  • 73. Identify High Value Keywords
  • 74. Predict the Effort Required to Rank Well
  • 75. Choose the “Best”
    Words/Phrases to Target
  • 76. The Keyword Demand Landscape
  • 77. The Long Tail of Keyword Demand
  • 78.
  • 79.
  • 80.
  • 81.
  • 82. Tools & Tactics for Brainstorming
    & Refining Your Seed List
  • 83. Salespeople & Customers
  • 84. Google AdWords Tool
    Be Wary of
    Match Type
    https://adwords.google.com/select/KeywordToolExternal
  • 85. MS AdCenter Excel Plug-In
    www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
  • 86. Google Trends
    Sign In for Y-Axis Numbers
    Not Very Accurate
  • 87. Internal Site Search Stats
  • 88. Competitive Keyword Research
    Restrict query
    to competitor’s
    domain
  • 89. The Keyword Research Process
  • 90. Start with Your Seed List
  • 91. Create Spreadsheet w/ these Columns
  • 92. Get Google Search Demand Numbers
  • 93. Guesstimate Conversion Rate Numbers
  • 94. Or Use PPC Campaign Data
  • 95. Add Keyword Difficulty Data for Top Terms
    We like using a weighted average of
    the Page Authority metric
  • 96. Target High Volume, High Value,
    Low Difficulty Terms First
  • 97. Measuring Keyword
    Difficulty & Competition
  • 98. Run Queries for Desired Term + Engine
    Watch for vertical
    results, which can skew
    CTRs & visibility
  • 99. Conduct a Competitive Analysis of Metrics
  • 100. Tools Can Help Provide Scores
  • 101. Tools Can Help Provide Scores
    www.seomoz.org/mozbar
  • 102. Link Building Strategies
  • 103. What Goals Can Link Building
    Help Us Achieve?
  • 104. Bolster Individual Rankings
  • 105. Improve a Domain’s Ability to Rank Pages
  • 106. Achieve More Complete Indexation
  • 107. Drive Traffic & Branding Awareness
  • 108. Send Converting Traffic
    Image Credit: websiteoptimization.com
  • 109. The 8 Basic Kinds of Link Building
  • 110. #1 - Manual Link Submissions/Requests
  • 111. #2 - Competitive Link Research/Acquisition
  • 112. #3 - Links via Embedded Content
  • 113. #4 - Linkbait & Viral Campaigns
  • 114. #5 - Content, Technology & API Licensing
  • 115. #6 - Partnerships, Exchanges & Trades
  • 116. #7 - Paid Links
  • 117. #8 - Link Reclamation
  • 118. Matching the Right Link Building Strategies
    to Your Organization’s SEO Goals
  • 119. Links for Individual Rankings
  • 120. Links for Domain “Authority”
  • 121. Links for Indexation
  • 122. Links for Traffic & Branding
  • 123. Links for Conversion
  • 124. Using Tools & Processes to Ease the
    Challenges of Link Building
  • 125. Tools for Competitive Link Research
    • Yahoo! Site Explorer & Link Commands
    • 126. Open Site Explorer
    • 127. Top Pages
    • 128. Google Blog Search
  • Yahoo! Site Explorer
    Directionally indicative
    within ~50%
    Not necessarily followed & in a somewhat random order
  • 129. Yahoo! Link Commands
    Less “accurate” than Site Explorer
    Lots of cool, useful modifiers available
  • 130. Yahoo! Link Commands
    Full list available in PRO Guide to Advanced Search Operators:
    www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators
  • 131. Open Site Explorer
  • 132. Open Site Explorer
    Highly Correlation w/ Rankings
    Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)
  • 133. Open Site Explorer
    Poor Anchor Text Spells Opportunity
  • 134. Link Intersect
    Link Intersect uses the same principle – sites w/ links in common that don’t point to you.
  • 135. Top Pages
    Find which pages are earning links (your own & competitors)
    404s? Reclaim them!
  • 136. Metrics for Evaluating a Link’s Value
    • Numeric (Objective) Metrics
    • 137. Subjective Metrics
    • 138. Attainability and Effort
  • Numeric Metrics for Link Valuation
    • # of Linking Root Domains to URL
    • 139. # of Linking Root Domains to Domain
    • 140. Homepage PageRank vs. Domain mozRank
    • 141. URL PageRank vs. URL mozRank
    • 142. # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape)
    • 143. Twitter mentions (Backtweets.com)
  • Numeric Metrics (Backtweets)
    Results count(in a weird location)
  • 144. Subjective Metrics for Link Valuation
    • Brand name reach/recognition
    • 145. Quality of other links on page/site (Bing - Linkfromdomain)
    • 146. Attainability and Effort
    Jumping through Hoops (via WKA on Flickr)
  • 147. Scalable Link Acquisition Processes
    • Written Process + Checklist
    • 148. Tools + Metrics for Quick Analysis
    • 149. Training & Incenting Link Builders
    • 150. Building & Refining a Link Acquisition Funnel
  • Written Process/Checklist
    • Run through the link building process yourself
    • 151. Document every step thoroughly
    • 152. Pass it on to others (w/ some training time)
    Checklist (via adesigna on Flickr)
  • 153. Tools for Quick Analysis
    Get usable metrics quickly as you surf
  • 154. Tools for Quick Analysis
  • 155. Training & Incenting Link Builders
    • Do link building together
    • 156. Create consistent metrics
    • 157. Reward like a sales team
    • 158. Record reasons why links didn’t happen (like objections to sales) and work on these (things like design quality, affiliations, language, etc. will come up)
    Training Camp (via Gil Searcy on Flickr)
  • 159. Building a Link Acquisition Funnel
    Visit Link-Targeted Content
    Grab Link Code
    Link to the Site
  • 160. Social Media & the Web’s Influencers
  • 161. Influencers on the Web
  • 162. The Power of the “Linkerati”
  • 163. Content that Appeals to Influencers
  • 164. Making Content Easy to Share
  • 165. Making Content Easy to Share
  • 166. Incenting/Rewarding Link Behaviors
  • 167. Cannibalization of the Link Graph
    MMM… LINK GRAPHS ARE DELICIOUS!
  • 168. The Rise of the Social Graph
  • 169. You have to do these right, before you can do these right
    Algorithmic Ranking Factors
  • 170. Learn More w/ the Free Beginner’s Guide:
    http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
    Feel free to distribute this presentation for educational use. We love to help SEOs learn!