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Introduction to SEO
Introduction to SEO
Introduction to SEO
Introduction to SEO
Introduction to SEO
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 engine …

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

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